Chapter 7 Getting to the Point in Good-News and Neutral Messages © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.

Direct Order: When to Use It? Click to edit Master title style Direct Order: When to Use It? Direct Order-message starts with the most important point and then moves into additional supporting information. Determine the reader’s probable reaction—positive, neutral, negative. If it is positive or neutral –use a Direct Order. If negative – use an Indirect Order (Next Chapter)

The Basic Format: Direct Order Click to edit Master title style The Basic Format: Direct Order Begin with your objective State it immediately in the first sentence Or after a brief summary of background information. Cover the remaining part of the objective If there is more than one question, information you are asking use points or paragraphs for each one. End with goodwill Conclude on a friendly note Might want to avoid some of the ‘rubberstamps’ we discussed Get a personalized tone

Different Types of Direct Orders Click to edit Master title style Different Types of Direct Orders Direct Order Routine inquiries Favorable responses Adjustment grants Order Acknowledgements Operational communications

Routine Inquiries & Format Click to edit Master title style Routine Inquiries & Format Routine Inquiries are direct requests for information. Ex: Following up on an advertisement, Checking meeting availability with a client etc. Focus directly on the objective. Choose from 2 types of beginnings (general or specific) Include necessary explanation- if required If there is more than one inquiry- use bullet points/numbers/paragraphs for each one End with a goodwill- adapt words to individual cases

Favorable Responses & Format Click to edit Master title style Favorable Responses & Format Favorable Responses are positive answers to inquiries, telling readers what they need to know. Ex: Responding to a customer request for information. Identify the message being answered—in the beginning or subject line. (Since it is a response to another message) Begin with the answer or state you are complying with the request. Logically answer the questions- If there is only one question just answer that. If more than one then arrange them.

Favorable Response & Format Click to edit Master title style Favorable Response & Format Skillfully handle the negatives- Handle the bad news with care, deemphasize it, do not put it in the very beginning or end. Choose your words carefully. Consider including extras-Any additional information that might be valuable, any suggestions etc. End with goodwill—a friendly comment, catered individually.

Adjustment Grants & Format Click to edit Master title style Adjustment Grants & Format Adjustment grants are when a company acknowledges their error and corrects for it by giving the customer an adjustment. Begin with the good news directly- Overcome negative impressions with positives. Incidentally identify the message you are answering. Do not bring up the situation being corrected repeatedly. Regain lost confidence- Give an explanation or talk about the corrective action that will be taken or the precautionary measures. End with friendly, positive words.

Order Acknowledgement & Format Click to edit Master title style Order Acknowledgement & Format Order Acknowledgements are sent to let people know the status of their order. Begin with a direct order- Let the reader know what they are asking about. Continue with providing information If appropriate then achieve a secondary goal – selling tactics Close with goodwill and thanking for the order.

Click to edit Master title style Operational Messages Click to edit Master title style The internal communications needed in a company’s work. Usually sent between employees. Can range from casual to highly formal. Casual Quick responses to immediate work needs Usually sent between peers Moderately formal More carefully constructed direct messages The messages that we looked at in this chapter Highly formal Messages about policies and procedures Formally written by superiors to subordinates or vice versa

Click to edit Master title style Operational Messages Click to edit Master title style Organize in the direct order. Choose the appropriate tone (casual, moderately formal, or formal). Be clear and courteous. Order the information logically. Close in a way that builds goodwill.