1. Chapter 7 Getting to the Point in Good-News and Neutral Messages
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2. Direct Order: When to Use It?
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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)

3. The Basic Format: Direct Order
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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

4. Different Types of Direct Orders
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Different Types of Direct Orders
Direct Order
Routine inquiries
Favorable responses
Adjustment grants
Order Acknowledgements
Operational communications

5. Routine Inquiries & Format
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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

6. Favorable Responses & Format
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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.

7. Favorable Response & Format
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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.

8. Adjustment Grants & Format
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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.

9. Order Acknowledgement & Format
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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.

10. Click to edit Master title style
Operational Messages
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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

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Operational Messages
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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.