1. Chapter 6
Positive Messages

2. Understanding the Power of Business Letters
Still important because they do the following:
Produce a permanent record
Remain confidential, unlike
Convey formality, importance, professionalism
Deliver persuasive, well-considered messages
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 2

3. 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 Edition
Chapter 6, Slide 3

4. CYPRESS ASSOCIATES, INC.
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 92627
Dear Ms. Williams:
Subject: Formatting Business Letters
CYPRESS ASSOCIATES, INC.
Letterhead
2 inches from top of page
2 to 7 blank lines
1 blank line
Dateline
Inside
Address
Salutation
Subject Line
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 4

5. 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,
One blank line between paragraphs
Numbered list for improved readability
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 5

6. the date and closing lines start at the center
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
1 blank line
3-4 blank lines
Printed Name and Title
Reference Initials
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 6

7. Organizational Strategies in Business Messages
If mildly interested
If pleased
If neutral
DIRECT PATTERN
Good News or
Main Idea
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 7

8. Positive Business Messages
Requests for information and action
Replies to customers
Explanations to fellow employees
Instructions
Direct claims and complaints
Adjustments
Goodwill messages
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 8

9. Writing Plan: Direct Requests
Opening
Body
Closing
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 9

10. Writing Plan: Direct Requests
Opening
Body
Closing
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 10

11. Writing Plan: Direct Requests
Opening
Body
Closing
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 11

12. Openings for Direct Requests
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.
Improved
Will you please answer the following questions regarding possible accommodations at the Hyatt Regency for a conference in May.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 12

13. Openings for Direct Requests
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.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 13

14. Openings for Direct Requests
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?
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 14

15. Closings for Direct Requests
Opening
Body
Closing
Weak
Thank you in advance for any information you can provide.
Improved
We would appreciate receiving answers to these questions before April 4 so that we will have plenty of time to plan our conference.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 15

16. Closings for Direct Requests
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!
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 16

17. Writing Plan: Direct Responses
Subject
Line
Subject
Line
Opening
Opening
Body
Body
Closing
Identify previous correspondence. OR
Summarize the main information from your reply.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 17

18. Writing Plan: Direct Responses
Subject
Line
Subject
Line
Opening
Opening
Body
Body
Closing
Directly respond to the request with a summary statement.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 18

19. Writing Plan: Direct Responses
Subject
Line
Opening
Body
Body
Closing
Closing
Provide details, explanations, and additional information.
Arrange the information logically.
Promote your organization and its products.
End pleasantly.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 19

20. Writing Plan: Direct Responses
Subject
Line
Opening
Body
Body
Closing
Closing
Close with one of the following:
A concluding remark
A summary
An offer of further assistance
End pleasantly.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 20

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

22. Closings for Direct Requests
Subject
Line
Opening
Body
Closing
Weak
If I may be of further assistance, please do not hesitate to contact me.
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.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 22

23. Writing Plan: Instructions
Subject
Line
Subject
Line
Opening
Opening
Body
Body
Closing
Summarize the content of the message.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 23

24. Writing Plan: Instructions
Subject
Line
Subject
Line
Opening
Opening
Body
Body
Closing
Expand the subject line by stating the main sentence concisely in a full sentence.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 24

25. Writing Plan: Instructions
Subject
Line
Opening
Body
Body
Closing
Closing
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.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 25

26. Writing Plan: Instructions
Subject
Line
Opening
Body
Body
Closing
Closing
Request action, summarize the message, or present a closing thought.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 26

27. Commands for Instructions
Subject
Line
Opening
Body
Closing
Weak
The first step is to complete the online application.
Improved
Complete the online application first.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 27

28. Commands for Instructions
Subject
Line
Opening
Body
Closing
Weak
It is necessary to provide your address and phone number.
Improved
Provide your address and phone number.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 28

29. Writing Plan: Claims, Complaints
Opening
Body
Closing
Describe clearly the problem OR
Describe the desired action.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 29

30. Writing Plan: Claims, Complaints
Opening
Body
Closing
Explain the claim.
Tell why the claim is justified.
Provide details about the action requested.
Include necessary documentation.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 30

31. Writing Plan: Claims, Complaints
Opening
Body
Closing
End pleasantly with a goodwill statement.
Include an end date and action request if appropriate.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 31

32. Writing Plan: Adjustments
Subject
Line
Opening
Body
Closing
Identify previous correspondence.
Make a general reference to the main topic.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 32

33. Writing Plan: Adjustments
Subject
Line
Opening
Body
Closing
Grant the request or announce the adjustment immediately.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 33

34. Writing Plan: Adjustments
Subject
Line
Opening
Body
Closing
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.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 34

35. Writing Plan: Adjustments
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.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 35

36. Goodwill Messages What do goodwill messages do? Express thanks
Offer congratulations and recognition
Extend sympathy
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 36

37. The Five Ss Tips for Writing Goodwill Messages Be selfless. Be
specific.
Keep the
message
short.
Tips for Writing
Goodwill
Messages Be
spontaneous. Be
sincere.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 37

38. Focus the message solely on the receiver,
The Five Ss Be
selfless.
Focus the message solely on the receiver,
not the sender.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 38

39. The Five Ss (You did a good job), include
Instead of generic statements
(You did a good job), include
special details (Your marketing
strategy to target key
customers proved to be
outstanding). Be
specific.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 39

40. Show your honest feelings
The Five Ss
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 40

41. The Five Ss
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 41

42. Remember that, although
The Five Ss
Keep the
message
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 Edition
Chapter 6, Slide 42

43. Benefits of Written Thank-You and Congratulatory Messages
BCOM Chapter 06
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 Edition
Chapter 6, Slide 43

44. Expressing Thanks 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.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 44

45. Expressing Thanks
Offer praise in expressing thanks for hospitality. As appropriate, compliment the following:
Fine food
Charming surroundings
Warm hospitality
Excellent host and hostess
Good company
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 45

46. 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,
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 46

47. Offering Congratulations and Recognition
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.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 47

48. Answering Congratulatory Messages
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.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 48

49. Extending Sympathy Refer to the loss or tragedy directly but
sensitively.
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).
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 49

50. Extending Sympathy
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.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 6, Slide 50

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

52. END