1. © 2011 South-Western | Cengage Learning GOALS LESSON 3.3 WRITTEN INTERACTION Prepare effective business letters and newsletters Explain how to communicate professionally using e-mail messages

2. © 2011 South-Western | Cengage Learning CUSTOMER SERVICE, 2eLESSON SLIDE 2 3.3 Write with a “You Attitude” Use “you” more often than “I” or “we.” Begin the first paragraph with words other than “I,” “we,” or “my.” When responding to a specific customer, provide answers to his or her request, highlighting information and benefits the customer wants to know. Avoid negative “you” phrases.

3. © 2011 South-Western | Cengage Learning CUSTOMER SERVICE, 2eLESSON SLIDE 3 3.3 Purposes of Business Letters Inform Persuade Request information Express goodwill

4. © 2011 South-Western | Cengage Learning CUSTOMER SERVICE, 2eLESSON SLIDE 4 3.3 Sample Business Letter

5. © 2011 South-Western | Cengage Learning CUSTOMER SERVICE, 2eLESSON SLIDE 5 3.3 Sample Business Letter

6. © 2011 South-Western | Cengage Learning CUSTOMER SERVICE, 2eLESSON SLIDE 6 3.3 Business Letter Outline State the purpose of the letter Provide specific information Describe the action you want the customer to take End on a positive note

7. © 2011 South-Western | Cengage Learning CUSTOMER SERVICE, 2eLESSON SLIDE 7 3.3 Sales Letters Stress benefits Write an attention-getting headline Share a fact that readers may not know Tell customers what you want them to do End with a P.S. or postscript

8. © 2011 South-Western | Cengage Learning CUSTOMER SERVICE, 2eLESSON SLIDE 8 3.3 Newsletters Published periodically Keeps company’s name in the customer’s mind Provides information about topic of interest to customers

9. © 2011 South-Western | Cengage Learning CUSTOMER SERVICE, 2eLESSON SLIDE 9 3.3 Tips for Writing Newsletter Articles Think about your readers Write what readers want to know Write to inform Keep your writing objective Use the third person Use casual, nontechnical language Write in a conversational tone

10. © 2011 South-Western | Cengage Learning CUSTOMER SERVICE, 2eLESSON SLIDE 10 3.3 Uses of E-Mail Correspondence Announce product and service updates Provide documents via attachments Stay in touch with customers Communicate the same message to multiple recipients Remind customers of warranty renewals, contract dates, and more

11. © 2011 South-Western | Cengage Learning CUSTOMER SERVICE, 2eLESSON SLIDE 11 3.3 E-Mail Etiquette State purpose in the first line Break up paragraphs with bullets Write concisely Use boilerplate copy Add a few sentences before and after boilerplate copy Remember e-mail is not private

12. © 2011 South-Western | Cengage Learning CUSTOMER SERVICE, 2eLESSON SLIDE 12 3.3 Manage the Flood of E-Mail Use autoresponders Use separate e-mail addresses for different types of questions Categorize and prioritize e-mail messages you receive

13. © 2011 South-Western | Cengage Learning CUSTOMER SERVICE, 2eLESSON SLIDE 13 3.3 E-Mail Dos and Don’ts E-Mail Do’s Use subject line Include recipient’s name Write concisely Proofread Use proper capitalization and punctuation Include your full name, title, and phone number E-Mail Don’ts Avoid sarcasm and humor Do not use emoticons Do not type in all capital letters