1. Chapter 8 Positive Letters and Messages
Business Communication: Process and Product, 6e
Mary Ellen Guffey Copyright © 2008

2. Positive Letters and Messages
The Writing Process
Letter Structure and Format
Typical Direct, Positive Letters
The Five Ss of Goodwill Messages
Mary Ellen Guffey, Business Communication: Process and Product, 6e

3. Understanding the Power of Business Letters
Business letters are powerful and
effective because they
Produce a permanent record
Maintain confidentiality
Convey formality and sensitivity
Deliver a persuasive, well-considered message.
Mary Ellen Guffey, Business Communication: Process and Product, 6e

4. Applying the Writing Process1
Identify your purpose.
Visualize the receiver.
Predict the receiver’s reaction.
Consider ways to adapt your message to achieve your goal.
Prewriting
Analyze
Anticipate
Adapt
Mary Ellen Guffey, Business Communication: Process and Product, 6e

5. Applying the Writing Process2
Collect information
Choose the most effective pattern of organization.
Compose the first draft.
Writing
Research
Organize
Compose
Mary Ellen Guffey, Business Communication: Process and Product, 6e

6. Applying the Writing Process3
Revise for clarity and conciseness.
Proofread for correctness.
Decide whether this message will achieve its purpose.
Revising
Edit
Proofread
Evaluate
Mary Ellen Guffey, Business Communication: Process and Product, 6e

7. Analyzing the Structure of Positive Letters
Anaconda Trading Co Anaconda Drive Victorville, CA 92392
Opening
Body
Closing
Mary Ellen Guffey, Business Communication: Process and Product, 6e

8. Structure of Positive Letters: Opening
Anaconda Trading Co Anaconda Drive Victorville, CA 92392
Frontload in the opening.
Begin with the main idea.
Tell immediately why you are writing.
Mary Ellen Guffey, Business Communication: Process and Product, 6e

9. Structure of Positive Letters: Body
Anaconda Trading Co Anaconda Drive Victorville, CA 92392
Explain in the body.
Present details that explain the request or response.
Group similar ideas together.
Include graphic highlighting to spotlight main points.
Mary Ellen Guffey, Business Communication: Process and Product, 6e

10. Structure of Positive Letters: Closing
Anaconda Trading Co Anaconda Drive Victorville, CA 92392
Be specific and courteous in the closing.
For requests, tell specifically what action you want taken and provide an end date (deadline) if appropriate.
For other routine letters, provide a courteous, concluding thought.
Mary Ellen Guffey, Business Communication: Process and Product, 6e

11. Formatting Business Letters
WEB:
5090 Katella Avenue PHONE: (310)
Anaheim, CA FAX: (310)
May 18, 2008
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, Business Communication: Process and Product, 6e

12. 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,
Numbered list for improved readability
One blank line between paragraphs
Mary Ellen Guffey, Business Communication: Process and Product, 6e

13. 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, Business Communication: Process and Product, 6e

14. Direct Requests for Information or Action
Opening
Ask a question or issue a polite command (Will you please answer the following questions…).
Avoid long explanations preceding the main idea.
Mary Ellen Guffey, Business Communication: Process and Product, 6e 8

15. Direct Requests for Information or Action
Body
Explain your purpose and provide detail.
Express questions in parallel form. Number or bullet them.
To elicit the most information, use open-ended questions (What training programs do you recommend?) rather than yes-or-no questions (Are training programs available?).
Suggest reader benefits, if possible.
Mary Ellen Guffey, Business Communication: Process and Product, 6e 8

16. Direct Requests for Information or Action
Closing
State specifically, but courteously, what action is to be taken.
Set an end date, if one is significant. Explain.
Avoid cliché endings (Thank you for your cooperation.) Show appreciation, but use a fresh expression.
Make it easy for receiver to respond.
Mary Ellen Guffey, Business Communication: Process and Product, 6e 8

17. “Before”—Ineffective Routine Request
Dear Sir:
Because we are one of the largest banking systems in the country, we receive hundreds of résumés from job candidates every day. We need help in sorting and ranking candidates by categories, such as job classification, education, work history, skills, and experience.
Recently, I was reading a Workforce magazine article, and the March issue has a story about your new software program called ResumePro. It sounds fascinating and may be the answer to our problem. We would like more information about this program, which is supposed to read and sort résumés.
In addition to learning if the program can sort candidates into the categories mentioned earlier, I am wondering if the program can read all the different type fonts and formats that candidates use on their résumés. Another important consideration for us is training and troubleshooting. If we need help with the program, would you supply it?
Thank you for your cooperation.
Sincerely,
“Before”—Ineffective Routine Request
Mary Ellen Guffey, Business Communication: Process and Product, 6e

18. Letter Revision: Critical Thinking Questions
What is the purpose of the routine request?
What do you think the receiver’s reaction will be to this letter?
Should the letter be developed directly or indirectly? How is it currently developed?
What information should be included in the body? How could it be organized for improved readability?
How could the closing be worded to ensure that you get a response by a specific date?
How will you know whether the sender has communicated successfully?
Mary Ellen Guffey, Business Communication: Process and Product, 6e

19. “After”—Improved Request
Dear ResumePro Product Manager:
Please send me information about your ResumePro software program, which I read about in the March issue of Workforce magazine.
My company receives hundreds of résumés daily, and, frankly, we need help in processing them. Answers to the following questions would help us determine whether ResumePro could solve our problem.
1. In terms of fonts and formats, what kinds of résumés can your software program read?
2. Can the program help us sort and rank candidates by categories such as job classification, education, work history, skills, and experience?
3. How does your company provide training and trouble-shooting service for your software?
Thanks for answering these questions and for providing any other information about ResumePro. I would appreciate your response by April 1 so that we can study the program before the rush of job applications in June.
Sincerely,
“After”—Improved Request
Mary Ellen Guffey, Business Communication: Process and Product, 6e

20. Direct Claim Letters Opening Immediately describe what you want done.
When the remedy is obvious, state it briefly (Please send 12 copies of Model Business Plans to replace the 12 copies of Business Proposals sent in error.)
When the remedy is less obvious, explain your goal (Please clarify your policy regarding reservations and late arrivals.)
Mary Ellen Guffey, Business Communication: Process and Product, 6e 8

21. Direct Claim Letters Body
Explain the problem and justify your request.
Provide details objectively and concisely.
Don’t ramble. Be organized and coherent.
Avoid becoming angry or trying to fix blame.
Include names of individuals and dates of previous actions.
Mary Ellen Guffey, Business Communication: Process and Product, 6e 8

22. Direct Claim Letters Closing
End courteously with a tone that promotes goodwill.
Request specific action, including end date, if appropriate.
Note: Act promptly in making claims, and always keep a copy of your message.
Mary Ellen Guffey, Business Communication: Process and Product, 6e 8

23. Direct Reply Letters Subject Line Opening
Consider including a subject line to identify the topic and any previous correspondence.
Use abbreviated style, omitting articles (a, an, the).
Opening
Deliver the information the reader wants.
When announcing good news, do so promptly.
Mary Ellen Guffey, Business Communication: Process and Product, 6e 8

24. Direct Reply Letters Body Explain the subject logically.
Use lists, tables, headings, boldface, italics, or other graphic devices to improve readability.
In letters to customers, promote your products and your organization.
Mary Ellen Guffey, Business Communication: Process and Product, 6e 8

25. Direct Reply Letters Closing
Offer concluding thought, perhaps referring to the information or action requested.
Avoid cliché endings (If you have any other questions, don’t hesitate to call).
Be cordial.
Mary Ellen Guffey, Business Communication: Process and Product, 6e 8

26. Adjustment Letters Opening
When approving a customer’s claim, announce the good news (adjustment) immediately.
Avoid sounding grudging or reluctant.
Mary Ellen Guffey, Business Communication: Process and Product, 6e 8

27. Adjustment Letters Body
Strive to win back the customer’s confidence; explain what went wrong (if you know).
Apologize if it seems appropriate, but be careful about admitting responsibility. Check with your boss or legal counsel first.
Concentrate on how diligently your organization works to avoid disappointing customers.
Mary Ellen Guffey, Business Communication: Process and Product, 6e 8

28. Adjustment Letters Body (continued)
Avoid negative language (trouble, regret, fault).
Don’t blame the customers—even if they are at fault.
Don’t blame individuals or departments in your organization. It sounds unprofessional.
Mary Ellen Guffey, Business Communication: Process and Product, 6e 8

29. Adjustment Letters Closing
Show appreciation that the customer wrote to you.
Consider expressing confidence that the problem has been resolved.
Thank the customer for past business.
Refer to your desire to be of service.
Mary Ellen Guffey, Business Communication: Process and Product, 6e 8

30. The Five Ss of Goodwill Messages
Selfless
Short
Specific
Five Ss of Goodwill Messages
Spontaneous
Sincere
Mary Ellen Guffey, Business Communication: Process and Product, 6e

31. The Five Ss of Goodwill Messages
In expressing thanks, recognition, or sympathy:
Be selfless
Discuss the receiver,
not the sender.
Mary Ellen Guffey, Business Communication: Process and Product, 6e

32. The Five Ss of Goodwill Messages
In expressing thanks, recognition, or sympathy:
Be specific
Cite specifics rather than generalities.
Mary Ellen Guffey, Business Communication: Process and Product, 6e

33. The Five Ss of Goodwill Messages
In expressing thanks, recognition, or sympathy:
Be Sincere
Show your honest feelings with unpretentious language.
Mary Ellen Guffey, Business Communication: Process and Product, 6e

34. The Five Ss of Goodwill Messages
In expressing thanks, recognition, or sympathy: Be
Spontaneous
Make the message sound natural, fresh, and direct. Avoid canned phrases.
Mary Ellen Guffey, Business Communication: Process and Product, 6e

35. The Five Ss of Goodwill Messages
In expressing thanks, recognition, or sympathy:
Keep it Short
Although goodwill messages may be as long as needed, they generally are fairly short.
Mary Ellen Guffey, Business Communication: Process and Product, 6e

36. Answering Congratulatory Messages
Send a brief note expressing your appreciation.
Tell how good the message made you feel.
Accept praise gracefully. Don’t make belittling statements (I’m not really that good.)
Mary Ellen Guffey, Business Communication: Process and Product, 6e

37. End Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 8, Slide 37