LECTURE 6 GETTING TO THE POINT IN GOOD-NEWS AND NEUTRAL MESSAGES CHAPTER 7 BUS 251

GOOD-NEWS AND NEUTRAL MESSAGES IN BUSINESS Messages that solve everyday business problems Requesting information Providing information Announcing good news Routine communication

GOOD NEWS + NEUTRAL MESSAGES DIRECT ORDER GOOD NEWS + NEUTRAL MESSAGES DIRECT ORDER

THE GENERAL DIRECT PLAN Beginning with the objective. Covering the remaining part of the objective. Ending with goodwill.

ROUTINE INQUIRIES Choosing from 2 types of beginnings - With a direct question or request, or With a brief statement to orient the reader, followed by the request or question.

ROUTINE INQUIRIES Structuring the questions- If 2 or more questions are involved, make them stand out with Bullets Numbering Paragraphing Question form

FAVORABLE RESPONSES When responding to inquiries favorably, begin directly. If the response contains only one answer, begin with it. If it contains more than one answer, begin with a major one or a general statement indicating you are answering.

FAVORABLE RESPONSES If both good and bad news answers are involved, give each answer the emphasis it deserves (subordinating the negative). For extra goodwill effect, consider doing more than was asked. End with appropriate cordiality

ORDER ACKNOWLEDGEMENTS & OTHER THANK-YOU MESSAGES Use the direct order: begin by thanking the reader for something specific (e.g., an order) Directness and goodwill building in order acknowledgements- Continue with your thanks or with further information.

ORDER ACKNOWLEDGEMENTS & OTHER THANK-YOU MESSAGES Tact in order acknowledgements- Use positive, tactful language to address vague or delayed orders. Strategies for other thank you messages- If appropriate, achieve a secondary goal (e.g., reselling or confirming a mutual understanding) Close with a goodwill-building comment, adapted to the topic of the message.

DIRECT CLAIMS Examples- Lost or broken merchandise; customer inaccurately billed. Write direct claims in situations where an adjustment will likely be granted. Begin with a polite direct statement. Keep your tone objective and professional so that you preserve your reader’s goodwill.

ORGANIZING THE DIRECT CLAIM Beginning a direct claim- polite, direct statement. Explaining the issue- the body should provide any information the reader needs to understand your claim. Providing a goodwill closing- close with an expression of goodwill.

ADJUSTMENT GRANTS Granting adjustments are positive responses- use direct order. Different from other direct-order messages as they involve a negative situation. Open with what you are doing to correct the situation. In the opening and throughout, emphasize the positive.

ADJUSTMENT GRANTS Avoid negative words – trouble, damage, broken, etc. Regain lost confidence with an explanation and/or assurance. End with a goodwill comment. Avoid recalling what went wrong.