1. TYPES OF BUSINESS MESSAGES

2. I. GOOD NEWS & NEUTRAL MESSAGES
A message that will receive a favorable or neutral reaction from your reader is usually easy to write because such a message tells your reader something pleasant or offers useful information.
Direct approach is used.

3. GOOD NEWS: Answering inquiries
Granting requests for adjustments
Approving credit
Acknowledging orders
Granting favors and other requests
Job acceptance letters
Goodwill messages
NEUTRAL MESSAGES: Announcements about sales and events
Honors and Activities of people
Procedures and policies, responsibilities

4. DIRECT APPROACH FIRST: best news or main idea
MIDDLE: explanation: all necessary details, information, etc.
LAST: positive, friendly ending, with a clear statement of action desired, willingness to help further, appreciation.

5. II. BAD NEWS MESSAGES
THE RIGHT ATTITUDE: in negative messages, your tone will help determine your effectiveness.
Put yourself in the reader’s place. Your goal is to convince the reader that your decision is fair, necessary & reasonable.
Avoid using company rules or policy, as in such statements as “it is against company policy to do as you have asked”. Include customer benefits and reasons.

6. 3. Assume that the customer wants to do the right thing, even though he or she may be mistaken. “you have every right to expect that……”.
4. Single people out when you praise them, put them in a group when you criticize. Mention mistakes by using impersonal constructions. E.g.: single out: “you have made a brilliant choice..”. As a group: “people sometimes misinterpret…”. Impersonal: “some of these figures need to be rechecked..”.

7. 5. Be courteous and shield the reader’s pride.
6. Talk with, not down to, the reader.
Inappropriate: “we are willing to look into this matter for you…”
Appropriate: “thank you for taking the time to tell us about…we always appreciate….”.

8. INDIRECT APPROACH Buffer Explanation and analysis of circumstances
Decision, implied or expressed with helpful suggestions
Friendly, positive close

9. EXCEPTIONS:
Although the indirect plan is used for most unfavorable messages, certain situations may use direct approach. Its used in:
A routine matter on which the reader is likely not to be seriously disappointed, especially a message between employees of two business firms or within the same firm.
A reader who is known to prefer reading the bad news in the paragraph.
An urgent message that should be called to the reader’s attention forcefully.

10. III. PERSUASIVE MESSAGES
Persuasion has one core purpose: get your reader to support, believe and act in your favor.
Routine personal requests can use immediate, upfront statements of the main idea.
MAIN IDEA
EXPLANATION
COURTEOUS CLOSE

11. Indirect requests mean the writer must first get the reader’s attention.
EXPLANATION
MAIN IDEA
COURTEOUS CLOSE

12. AIDA A- attract the reader’s Attention I- arouse the reader’s Interest
D- create Desire and convince the reader
A- state clearly the Action the reader needs to take.