Transcript File - Business Communication

Chapter 6
Positive Messages
Essentials of
Business
Communication 9e
Mary Ellen Guffey & Dana Loewy
© 2013 Cengage Learning ● All Rights Reserved
Understanding the Power of
Business Letters
Still important because they do the following:
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 Produce a permanent record
 Remain confidential,
unlike e-mail
 Convey formality, importance,
professionalism
 Deliver persuasive, wellconsidered messages
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 2
Formatting Business Letters
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The next three slides illustrate basic
information on proper placement and
formatting of business letters. (Refer to
Appendix A, Document Format Guide, for
more details on this topic.)
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 3
CYPRESS ASSOCIATES, INC.
Letterhead
Dateline
5090 Katella Avenue
Anaheim, CA 92642
May 18, 201x
WEB: [email protected]
PHONE: (310) 329-4330
FAX:
(310) 329-4259
2 inches from top of page
2 to 7 blank lines
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Inside
Address
Salutation
Subject
Line
Ms. LaTonja Williams
Health Care Specialists
2608 Fairview Road
Costa Mesa, CA 92627
1 blank line
Dear Ms. Williams:
1 blank line
Subject: Formatting Business Letters
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
1 blank line
Chapter 6, Slide 4
One blank line
between
paragraphs
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Numbered list
for improved
readability
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 the least trouble. In modified block-style letters,
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 5
the date and closing lines start at the center. For both
styles the complimentary close is followed by three blank
lines before the writer’s signature. Reference initials and
enclosure notations, if used, appear in the lower left
corner, as shown below.
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Complimentary
Closing
Printed Name
and Title
Reference
Initials
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.
Sincerely,
Sharon Montoya
Sharon Montoya
Executive Director
SM: lef
Enclosure
3-4 blank lines
1 blank line
1 blank line
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 6
Writing Plan: Direct Requests
Opening
Body
Closing
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 Ask the most important question first.
OR
 Express a polite command.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 7
Writing Plan: Direct Requests
Opening
Body
Closing
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 Explain the request logically and
courteously.
 Ask other questions if necessary.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 8
Writing Plan: Direct Requests
Opening
Body
Closing
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 Request a specific action with
an end date, if appropriate.
 Show appreciation.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 9
The Five Ss
Be
selfless.
Keep the
message
short.
Be
specific.
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Tips for Writing
Goodwill
Messages
Be
spontaneous.
Be
sincere.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 10
The Five Ss
Be
selfless.
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Focus the message
solely on the receiver,
not the sender.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 11
The Five Ss
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Instead of generic statements
(You did a good job), include
special details (Your marketing
strategy to target key
customers proved to be
outstanding).
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Be
specific.
Chapter 6, Slide 12
The Five Ss
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Show your honest feelings
with conversational,
unpretentious language
(We’re all very proud
of your award).
Be
sincere.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 13
The Five Ss
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Strive to make the message
natural, fresh, and direct.
Avoid canned phrases (If I may be
of service, please do not
hesitate...).
Be
spontaneous.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 14
The Five Ss
Keep the
message
short.
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Remember that, although
they may be as long
as needed, most
goodwill messages are
fairly short.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 15
Benefits of Written Thank-You and
Congratulatory Messages
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2
 Provide sincere thoughts
because few people take
time to write
 Provide tangible evidence that
can be used to support a
performance evaluation
 May be treasured over the
years
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 16
END
Essentials of
Business
Communication 9e
Mary Ellen Guffey & Dana Loewy
© 2013 Cengage Learning ● All Rights Reserved
Chapter 7
Negative Messages
Essentials of
Business
Communication 9e
Mary Ellen Guffey & Dana Loewy
© 2013 Cengage Learning ● All Rights Reserved
Possible Negative Messages
To Employees/Potential Employees
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



Announcing layoffs, firing people
Turning down job applicants
Reducing benefits, salaries
Changing procedures—with negative effect
2
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 19
Possible Negative Messages
To Customers
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 Denying customer claims
 Increasing prices
 Revealing delivery
or service problems
 Announcing product recalls
2
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 20
More Negative Messages
To Investors
 Revealing poor financial performance
 Disclosing criminal investigations
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To the Community
 Refusing donations
 Explaining environmental
issues (chemical spills, etc.)
What else would you add to this list?
2
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 21
Communicating Bad News: Goals
 Explaining clearly and concisely—to help
receiver understand and accept the bad news
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 Projecting a professional image—to promote
a positive image of yourself and your
organization
 Conveying empathy and sensitivity—to
show respect for the receiver
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 22
Goals in Communicating
Negative News
 Being fair—to show that the decision was
impartial and rational
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 Maintaining friendly relations—to show your
desire to continue relations with the receiver
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 23
The Direct Strategy
Bad
News
Reasons
Closing
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The direct strategy is appropriate
for delivering negative news
in some situations.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 24
When to Use the Direct Strategy
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 Bad news is insignificant
and not damaging
 Receiver may overlook
the bad news
 Organization or receiver
prefers directness
 Firmness is necessary
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 25
Common Reactions to Bad News
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 Delivery delay
 Product recall
 Credit refusal
 Billing error
 Price increase
 Layoffs
 Disappointment
 Irritation
 Anger
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 26
How to Diminish Negative Feelings
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 Let the reader
know the
reasons for
the rejection.
 Reveal the
bad news with
sensitivity.
 Disappointment
 Irritation
 Anger
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 27
The Indirect Strategy
Buffer
Reasons
Bad
News
Closing
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Use the indirect strategy when
you care about how a message
will affect the receiver.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 28
When to Use the Indirect Strategy
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 Bad news is personally
upsetting
 Receiver will have a
hostile reaction
 Customer relations will
be threatened
 Bad news is unexpected
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 29
The Indirect Strategy
Buffer
Reasons
Bad
News
Closing
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The indirect strategy prepares the reader
before receiving the bad news, thus
softening the impact of the bad news.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 30
Possible Buffers
Buffer
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



Bad
News
Reasons
Best news
Compliment
Appreciation
Agreement




Closing
Facts
Understanding
Review
Apology
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 31
How to Apologize Effectively
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 Apologize sincerely.
 Accept responsibility.
 Use good judgment.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 32
Evaluating Buffer Statements
How effective are the following openings for
a letter that refuses a job applicant?
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Unfortunately, your application
for employment cannot be
considered.
Poor: Reveals
the bad news
bluntly.
We sincerely regret that we will
not be able to invite you for an
interview.
Poor: Sounds
phony and
canned.
Quick
Check
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 33
Presenting the Reasons
Buffer
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




Reasons
Bad
News
Closing
Explain clearly.
Cite reader or other benefits, if possible.
Explain company policy, if relevant.
Choose positive words.
Show that the matter was treated
seriously and fairly.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 34
Revealing the Bad News
Buffer
Reasons
Bad
News
Closing
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To reveal the bad news with
sensitivity, apply the following
techniques for cushioning the
bad news:
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 35
Cushioning the Bad News
 Avoid the spotlight.
Put the bad news in the middle of a
paragraph halfway through the message.
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 Use a long sentence.
Don’t put the bad news in a short, simple
sentence.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 36
Cushioning the Bad News
 Place the bad news in a subordinate
clause.
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Although we have no opening for an
individual with your qualifications at
this time, we are pleased that you thought
of us when you started your job search.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 37
Cushioning the Bad News
 Be clear but not overly graphic.
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Instead of this:
Try this:
Our investigation
reveals that you owe
three creditors large
sums and that you
were fired from your
last job.
Our investigation
reveals that your
employment status
and financial position
do not meet our
minimum
requirements.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 38
Cushioning the Bad News
 Use passive-voice verbs.
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Passive-voice verbs focus attention on
actions rather than on personalities. They
are useful in being tactful.
Instead of this:
We cannot make a
contribution at this
time.
Try this:
A contribution
cannot be made at
this time.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 39
Converting Active to Passive Voice
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Active Voice:
Passive Voice:
I cannot issue a cash
refund for your return.
A cash refund cannot
be issued for your
return.
We cannot process your
application this month.
Your application cannot
be processed this
month.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 3, Slide 40
Cushioning the Bad News
 Accentuate the positive.
Describe what you can do instead of
what you cannot do.
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Instead of this:
We cannot ship
your order until
next week.
Try this:
Your order will
ship next week.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 41
Cushioning the Bad News
 Imply the refusal.
Instead of this:
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We cannot
contribute to your
charity this year.
Try this:
Although all our
profits must be
reinvested in our
company this year,
we hope to be able to
support your future
fund-raising activities.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 42
Cushioning the Bad News
 Suggest a compromise or an
alternative.
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Although the cashmere sweater cannot be
sold at the incorrectly listed price of $18,
we can allow you to purchase this $218
item for only $118.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 43
Closing Pleasantly
Buffer
Reasons
Bad
News
Closing
Avoid poor endings:
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 Cliché (We apologize for any inconvenience
this may cause.)
 Insincere (We regret this with all our hearts.)
 Inappropriate (We really screwed up.)
 Self-serving (You made us feel so bad.)
Avoid mentioning the refusal again.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 44
Closing Pleasantly
Buffer
Reasons
Bad
News
Closing
Options for personalizing the closing:
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




A forward look
An alternative
Good wishes
Freebies
Resale or sales promotion
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 45
Damage Control With Customers
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 Call the individual involved.
 Describe the problem and apologize.
 Explain the following:
 Why the problem occurred
 What you are doing to resolve the problem
 How you will prevent the problem from
happening again
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 46
Damage Control With Customers
 Follow with a letter that does the following:
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 Documents details discussed
in the phone call
 Promotes goodwill
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 7, Slide 47
“The price of greatness is responsibility.”
--Sir Winston Churchill
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Mary Ellen Guffey & Dana
Loewy, Essentials of
Chapter 7, Slide 48
END
Essentials of
Business
Communication 9e
Mary Ellen Guffey & Dana Loewy
© 2013 Cengage Learning ● All Rights Reserved