Mary Ellen Guffey & Dana Loewy Essentials of Business Communication 9e © 2013 Cengage Learning ● All Rights Reserved Chapter 6 Positive Messages

© 2013 Cengage Learning ● All Rights Reserved Understanding the Power of Business Letters  Produce a permanent record  Remain confidential, unlike  Convey formality, importance, professionalism  Deliver persuasive, well- considered messages Still important because they do the following: Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 2

© 2013 Cengage Learning ● All Rights Reserved Formatting Business Letters 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 EditionChapter 6, Slide 3

© 2013 Cengage Learning ● All Rights Reserved WEB: 5090 Katella Avenue PHONE: (310) Anaheim, CA FAX: (310) May 18, 201x Ms. LaTonja Williams Health Care Specialists 2608 Fairview Road Costa Mesa, CA Dear Ms. Williams: Subject: Formatting Business Letters WEB: 5090 Katella Avenue PHONE: (310) Anaheim, CA FAX: (310) May 18, 201x Ms. LaTonja Williams Health Care Specialists 2608 Fairview Road Costa Mesa, CA Dear Ms. Williams: Subject: Formatting Business Letters LetterheadDateline Inside Address Salutation Subject Line CYPRESS ASSOCIATES, INC. 2 inches from top of page 2 to 7 blank lines 1 blank line Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 4

© 2013 Cengage Learning ● All Rights Reserved 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, 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, Numbered list for improved readability One blank line between paragraphs Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 5

© 2013 Cengage Learning ● All Rights Reserved 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. 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 Executive Director SM: lef Enclosure 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. 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 Executive Director SM: lef Enclosure Complimentary Closing Printed Name and Title Reference Initials 1 blank line 3-4 blank lines Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 6

© 2013 Cengage Learning ● All Rights Reserved If mildly interested If pleasedIf neutral DIRECT PATTERN Good News or Main Idea Organizational Strategies in Business Messages Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 7

© 2013 Cengage Learning ● All Rights Reserved Positive Business Messages Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 8  Requests for information and action  Replies to customers  Explanations to fellow employees  Instructions  Direct claims and complaints  Adjustments  Goodwill messages

© 2013 Cengage Learning ● All Rights Reserved Body Writing Plan: Direct Requests Opening Closing Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 9  Ask the most important question first. OR  Express a polite command.

© 2013 Cengage Learning ● All Rights Reserved Opening Closing  Explain the request logically and courteously.  Ask other questions if necessary. Body Writing Plan: Direct Requests Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 10

© 2013 Cengage Learning ● All Rights Reserved OpeningBody  Request a specific action with an end date, if appropriate.  Show appreciation. Closing Writing Plan: Direct Requests Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 11

© 2013 Cengage Learning ● All Rights Reserved 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 Openings for Direct Requests Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 12

© 2013 Cengage Learning ● All Rights Reserved Weak My company is interested in creating a professional Facebook page. I noticed on your Web 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 creating a professional Facebook page. Openings for Direct Requests Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 13

© 2013 Cengage Learning ● All Rights Reserved 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? Openings for Direct Requests Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 14

© 2013 Cengage Learning ● All Rights Reserved Weak Thank you in advance for any information you can provide. OpeningBody 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. Closings for Direct Requests Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 15

© 2013 Cengage Learning ● All Rights Reserved Weak Hoping to hear from you at your earliest convenience. Improved Please call us at (213) before April 4 to arrange an appointment during the week of April 10. Thank you for your cooperation. Your answers to these questions will help us determine whether your security system will meet our needs. Thanks! Closings for Direct Requests Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 16

© 2013 Cengage Learning ● All Rights Reserved Body Opening Closing Subject Line Body Opening Subject Line Writing Plan: Direct Responses Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 17  Identify previous correspondence. OR  Summarize the main information from your reply.

© 2013 Cengage Learning ● All Rights Reserved Body Opening Closing Subject Line Body Opening Subject Line Writing Plan: Direct Responses Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 18 Directly respond to the request with a summary statement.

© 2013 Cengage Learning ● All Rights Reserved Closing Body  End pleasantly. Opening Subject Line Closing Body  Provide details, explanations, and additional information.  Arrange the information logically.  Promote your organization and its products. Writing Plan: Direct Responses Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 19

© 2013 Cengage Learning ● All Rights Reserved Closing Body  End pleasantly. Opening Subject Line Body Close with one of the following:  A concluding remark  A summary  An offer of further assistance Writing Plan: Direct Responses Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 20 Closing

© 2013 Cengage Learning ● All Rights Reserved Improved Here are the answers to your questions about our Web site hosting services. Body Closing Weak Your June 30 message has been forwarded to me for reply. Openings for Direct Responses Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 21 Subject Line Opening

© 2013 Cengage Learning ● All Rights Reserved Weak If I may be of further assistance, please do not hesitate to contact me. OpeningBody Closing Improved We are confident that we can provide the highest level of security for your company’s network. Call us today to feel more secure tomorrow. Closings for Direct Requests Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 22 Subject Line

© 2013 Cengage Learning ● All Rights Reserved Body Opening Closing Subject Line Body Opening Subject Line Writing Plan: Instructions Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 23 Summarize the content of the message.

© 2013 Cengage Learning ● All Rights Reserved Body Opening Closing Subject Line Body Opening Subject Line Writing Plan: Instructions Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 24 Expand the subject line by stating the main sentence concisely in a full sentence.

© 2013 Cengage Learning ● All Rights Reserved  Divide the instructions into steps and list in the order they should be carried out.  Arrange items in a numbered list.  Begin each step with an action verb. Closing Body Opening Subject Line Closing Body Writing Plan: Instructions Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 25

© 2013 Cengage Learning ● All Rights Reserved Request action, summarize the message, or present a closing thought. Closing Body Opening Subject Line Closing Body Writing Plan: Instructions Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 26

© 2013 Cengage Learning ● All Rights Reserved Weak The first step is to complete the online application. OpeningBody Improved Complete the online application first. Commands for Instructions Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 27 Subject Line Closing

© 2013 Cengage Learning ● All Rights Reserved Weak It is necessary to provide your address and phone number. OpeningBody Improved Provide your address and phone number. Commands for Instructions Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 28 Subject Line Closing

© 2013 Cengage Learning ● All Rights Reserved Writing Plan: Claims, Complaints BodyClosingOpening Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 29  Describe clearly the problem. OR  Describe the desired action.

© 2013 Cengage Learning ● All Rights Reserved OpeningClosing  Explain the claim.  Tell why the claim is justified.  Provide details about the action requested.  Include necessary documentation. Body Writing Plan: Claims, Complaints Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 30

© 2013 Cengage Learning ● All Rights Reserved OpeningBody  End pleasantly with a goodwill statement.  Include an end date and action request if appropriate. Closing Writing Plan: Claims, Complaints Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 31

© 2013 Cengage Learning ● All Rights Reserved Opening Closing Body  Identify previous correspondence.  Make a general reference to the main topic. Subject Line Writing Plan: Adjustments Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 32

© 2013 Cengage Learning ● All Rights Reserved Closing Body Subject Line Opening Writing Plan: Adjustments Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 33 Grant the request or announce the adjustment immediately.

© 2013 Cengage Learning ● All Rights Reserved Closing Subject Line Opening 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. Writing Plan: Adjustments Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 34

© 2013 Cengage Learning ● All Rights Reserved Subject Line Opening Body Closing  End positively with a forward-looking thought.  Express confidence in future business dealings.  Include resale or sales promotion if appropriate. Writing Plan: Adjustments Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 35

© 2013 Cengage Learning ● All Rights Reserved Goodwill Messages  Express thanks  Offer congratulations and recognition  Extend sympathy What do goodwill messages do? Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 36

© 2013 Cengage Learning ● All Rights Reserved Keep the message short. Keep the message short. Be spontaneous. Be spontaneous. Be sincere. Be sincere. Be specific. Be specific. Be selfless. Be selfless. Tips for Writing Goodwill Messages Tips for Writing Goodwill Messages The Five Ss Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 37

© 2013 Cengage Learning ● All Rights Reserved Be selfless. Be selfless. Focus the message solely on the receiver, not the sender. Focus the message solely on the receiver, not the sender. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 38 The Five Ss

© 2013 Cengage Learning ● All Rights Reserved Be specific. Be specific. Instead of generic statements (You did a good job), include special details (Your marketing strategy to target key customers proved to be outstanding). 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 EditionChapter 6, Slide 39 The Five Ss

© 2013 Cengage Learning ● All Rights Reserved Be sincere. Be sincere. Show your honest feelings with conversational, unpretentious language (We’re all very proud of your award). Show your honest feelings with conversational, unpretentious language (We’re all very proud of your award). Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 40 The Five Ss

© 2013 Cengage Learning ● All Rights Reserved Be spontaneous. Be spontaneous. Strive to make the message natural, fresh, and direct. Avoid canned phrases (If I may be of service, please do not hesitate...). Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 41 The Five Ss

© 2013 Cengage Learning ● All Rights Reserved Keep the message short. Keep the message short. Remember that, although they may be as long as needed, most goodwill messages are fairly short. 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 EditionChapter 6, Slide 42 The Five Ss

© 2013 Cengage Learning ● All Rights Reserved Benefits of Written Thank-You and Congratulatory Messages  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 2 Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 43

© 2013 Cengage Learning ● All Rights Reserved 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. Expressing Thanks Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 44

© 2013 Cengage Learning ● All Rights Reserved Offer praise in expressing thanks for hospitality. As appropriate, compliment the following:  Fine food  Charming surroundings  Warm hospitality  Excellent host and hostess  Good company Expressing Thanks Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 45

© 2013 Cengage Learning ● All Rights Reserved Personalized Thank-You Message 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, Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 46

© 2013 Cengage Learning ● All Rights Reserved When offering congratulations and recognition:  Be specific about what you are congratulating the person for.  Tell how you found out about the news, if appropriate.  Keep the focus entirely on the reader. Offering Congratulations and Recognition Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 47

© 2013 Cengage Learning ● All Rights Reserved 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 awkwardness or embarrassment. Answering Congratulatory Messages Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 48

© 2013 Cengage Learning ● All Rights Reserved  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 Sympathy Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 49

© 2013 Cengage Learning ● All Rights Reserved  Offer assistance. Suggest your availability, especially if you can do something specific.  End on a reassuring, positive note. If appropriate, refer to the strength the receiver finds in friends, family, colleagues, or religion. Extending Sympathy Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 6, Slide 50

© 2013 Cengage Learning ● All Rights Reserved Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition “The first goal of writing is to have one's words read successfully.” -- Robert Brault, free-lance writer Chapter 5, Slide 51

Mary Ellen Guffey & Dana Loewy Essentials of Business Communication 9e © 2013 Cengage Learning ● All Rights Reserved END