How To Write Strong Business Letters Ch06iov

CHAPTER 6
Direct Letters
and Goodwill
Messages
Instructor Only Version

© 2007 Thomson South-Western
Business Letters Are
Important When
 A permanent record is
required.
 Formality is necessary.
 A message is sensitive.
 An organized, well-
considered presentation
is necessary.
Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 6, Slide 3

Chapter 6 Chapter 7
Direct Letters Persuasive
and Goodwill Messages
Messages
Chapter 8
Negative
Messages

Chapter 6
1. Direct requests for
Direct Letters information and action
and Goodwill
Messages 2. Direct claims
3. Direct responses to
information requests
4. Adjustment letters
5. Letters of
recommendation
6. Goodwill messages

Writing Plan for Request for
Information or Action
Opening Body Closing
 Ask the most important

question first or
 Express a polite command.

 Explain the request logically and

courteously.
 Ask other questions if necessary.

 Request a specific action with

an end date, if appropriate.
 Show appreciation.

Improving Openers for
Routine Request Letters
Weak Improved
I’ve been given the task of Will you please answer
locating a convention site the following questions
for my company’s regarding possible
meeting. I’ve checked a accommodations at the
number of places, and Hyatt Regency for a
your hotel looks possible. conference in May.

Weak Improved
While reading WIRED Please send me
magazine, I noticed an your free video
offer of a free video describing your
describing your Web- Web-building
building software. software.

Weak Improved
I am conducting a What is the
training class for students procedure for
of photography at the ordering a copy of
Lincoln Training Center, a photograph to be
and I saw a picture that used for training
we would like to use in purposes?
our program.

Improving Closings for
Direct Request Letters
Weak Improved
Thanks for any We would appreciate
information you receiving answers to these
provide. questions before April 4 so
that we will have plenty of
time to plan our conference.

Improving Closings for
Direct Request Letters
Weak Improved
Hoping to hear from Please send the video by
you at your earliest August 15.
convenience.
Thank you for your Your answer to my

cooperation. inquiry will help me make
my printer choice.
Thanks!

Parts of a Business Letter
 The next four slides illustrate basic
information on proper placement
and formatting of business letters.
 Remember to refer to Appendix A,
Reference Guide to Document
Formats, for more details on this
topic.

2-inch top margin or
key dateline 2 lines
below letterhead
2 – 10 lines between
dateline and inside
address
1 blank line (double
space)

space)
Single-space para-
graphs; leave 1 blank
line (double space)
between paragraphs
space)
Hit ENTER four times

after complimentary
close to allow space
for signature

space)

Ineffective Information Request
Take note that the letter example you will see on
the next slide illustrates the personal business
letter.
 It is prepared on plain paper (instead of

preprinted letterhead).
 The writer begins the letter by keying in his
home address immediately above the dateline.
 All other letter parts are the same as a regular
business letter.

Ineffective Information Request
 Open letter by clicking

icon at right.
 As you read the letter,
Adobe Acrobat
• Evaluate its content. 7.0 Document
• Identify areas for

improvement.

Improved Information Request
As you read the improved letter on the next

slide, notice how it
 Saves the reader’s time by starting directly
with the information request.
 Makes it easy for the reader to identify what
specific questions need to be answered.
 Closes appropriately with appreciation and
requesting a specific action with an end date.

Improved Information Request
Adobe Acrobat
7.0 Document
Open letter
by clicking
icon at right.

Writing Plan for Direct Claim
 Describe clearly the desired

action.

 Explain the nature of the claim.

 Tell why the claim is justified.
 Provide details regarding the action
requested.

 End pleasantly with a goodwill

statement.
 Include end dating if appropriate.

Ineffective Direct Claim
 Open letter by clicking

icon at right.
 As you read the letter,
Adobe Acrobat
• Evaluate its content. 7.0 Document
• Identify areas for

improvement.

Improved Direct Claim
Adobe Acrobat
7.0 Document
Open letter
by clicking
icon at right.

Writing Plan for Replies to
Information Requests
Subject
Line
 Identify previous
correspondence.
 Deliver the most important
information first.

Writing Plan for Replies to
Information Requests
Subject
Line
 Arrange the information in a

 End pleasantly.
logical sequence.
 Explain and clarify the
information.
 Build goodwill.
 End pleasantly.

Effective Reply
Adobe Acrobat
7.0 Document
Open letter
by clicking
icon at right.

Writing Plan for Adjustments
Subject
Line
 Subject line is optional.

 Identify previous correspondence.
 Make a general reference to main
topic.

Subject
Line
 Grant the request or

announce the adjustment
immediately.

Subject
Line
 Provide details about how you are complying

with the request.
 Strive to regain the reader’s confidence.
 Include resale or sales promotion if appropriate.

Subject
Line
 Close courteously by summarizing your

action request.
 Express confidence in future business
dealings.

Effective Adjustment Letter
Adobe Acrobat
7.0 Document
Open letter
by clicking
icon at right.

Writing Plan for
Letters of Recommendation
 Identify the applicant, the position,

and the reason for writing.
 Establish your relationship with
applicant.

Writing Plan for
 Describe applicant’s job duties.

 Give specific examples of skills and
attributes.
 Compare with others in field.

Writing Plan for
 Summarize the applicant’s significant attributes.

 Offer an overall rating.
 Draw a conclusion regarding the
recommendation.

Letters
Lettersof
ofAppreciation
Appreciationtoto
customers
customersforfortheir
theirbusiness,
business,
hosts
hostsand
andhostesses
hostessesfor fortheir
theirhospitality,
hospitality,
colleagues
colleaguesfor
forjobs
jobswell
welldone,
done,oror
individuals
individualswho
whohave
haveperformed
performedfavors
favors
Congratulatory
Congratulatory
Three
Three Messages
Messagesfor for
Letters
Lettersofof Types
Typesof
of engagements,
engagements,
Sympathy
Sympathy Goodwill
Goodwill marriages,
marriages,
totoconsole
consoleaa Messages
Messages anniversaries,
anniversaries,
friend,
friend,relative,
relative, births,
births,promotions,
promotions,
ororloved
lovedone
one appointments,
appointments,
awards,
awards,ororany
any
significant
significantevent
event

Be
Be
selfless.
selfless.
Keep
Keepthe
the Be
Be
message
message Tips
Tipsfor
forWriting
Writing specific.
specific.
short.
short. Goodwill
Goodwill
Messages
Messages
The
TheFive
FiveSs
Ss
Be
Be Be
Be
spontaneous.
spontaneous. sincere.
sincere.

Be
Be
selfless.
selfless.
Discuss
Discussthe
thereceiver,
receiver,
not
notthe
thesender.
sender.

Instead
Insteadofofgeneric
generic
statements
statements(You (Youdid
didaagood
good Be
Be
job
job),),include
includespecial
specialdetails
details specific.
specific.
(Your
(Yourmarketing
marketingstrategy
strategyto
totarget
target
key
keycustomers
customersproved
provedtoto
bebeoutstanding.)
outstanding.)

Show
Showyour
yourhonest
honestfeelings
feelings
with
withconversational,
conversational,unpretentious
unpretentious
language
language(We're
(We'reall
allvery
very
proud
proudof
ofyour
youraward
award).).
Be
Be
sincere.
sincere.

Strive
Striveto tomake
makethethemessage
message
natural,
natural,fresh,
fresh,and
anddirect.
direct.
Avoid
Avoidcanned
cannedphrases
phrases
(If
(IfI Imay
maybebeofofservice,
service,
please
pleasedo donot
nothesitate
hesitate. .. .. .. .).).
Be
Be
spontaneous.
spontaneous.

Keep
Keepthe
the
message
message
short.
short. Remember
Rememberthat,that,although
although
they
theymay
maybe beas
aslong
long
as
asneeded,
needed,most
most
goodwill
goodwillmessages
messagesmay may
be
befairly
fairlyshort.
short.

Goodwill Messages:
Cards or Personalized Letters?
It's
It'swonderful
wonderfulto tovisit
visit
Typical
with
withsomeone
someoneas asnice
nice as
asyou–
you–
Greeting You
Youmakemakeyour
your guests
guestsfeel
feelso
soat
athome
home
Card by
byeverything
everythingyouyoudo.
do.
Thank-You So
Sothis
thisjust
justcomes
comesto tothank
thankyou
you
in
inaawarm
warm and
andspecial
specialway–
way–
Message
For
Foryour
your hospitality
hospitalitywas
wasenjoyed
enjoyed
much
muchmoremorethan
thanwords
wordscancansay!
say!

Personalized Thank-You Letter
Dear
DearProfessor
Professorand
andMrs.
Mrs.Shelton:
Shelton:
Thanks
Thanksfor
forinviting
invitingthe
theother
othermembers
membersofofour
ourbusiness
businessclub
club
and
andme
meto
toyour
yourhome
homefor
fordinner
dinnerlast
lastSaturday.
Saturday.
The
Thewarm
warmreception
receptionyou
youand
andyour
yourwife
wifegave
gaveususmade
madethe
the
evening
eveningveryveryspecial.
special.Your
Yourgracious
gracioushospitality,
hospitality,the
thedelicious
delicious
dinner
dinnerserved
servedin inaalovely
lovelysetting,
setting,and
andthe
thelively
livelydiscussion
discussion
following
followingdinner
dinnerall
allserved
servedto
tocreate
createan
anenjoyable
enjoyableevening
evening
that
thatIIwill
willlong
longremember.
remember.
We
Weappreciate
appreciatethe
theopportunity
opportunityyou
youprovided
providedfor
forus
usstudents
students
to
tobecome
becomebetter
betteracquainted
acquaintedwith
witheach
eachother
otherand
andwith
withyou.
you.
Sincerely,
Sincerely,
Writing Thank-Yous
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.
Writing Thank-Yous
Offer praise in expressing thanks for
hospitality. As appropriate, compliment the
following:
 Fine food
 Charming surroundings
 Warm hospitality
 Excellent host and hostess
 Good company

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 awkward-ness or
embarrassment.
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).

Extending Sympathy
 Offer assistance. Suggest your

availability, especially if you can do
something specific.
 End on a reassuring, positive note.
Perhaps refer to the strength the
receiver finds in friends, family,
colleagues, or religion.

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CHAPTER 6

Instructor Only Version

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 6, Slide 3

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 6, Slide 4

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 6, Slide 5

 Ask the most important

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 6, Slide 6

 Explain the request logically and

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 6, Slide 7

 Request a specific action with

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 6, Slide 8

Opening Body Closing

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 6, Slide 9

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 6, Slide 10

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 6, Slide 11

Opening Body Closing

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 6, Slide 12

Thank you for your Your answer to my

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 6, Slide 13

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 6, Slide 14

1 blank line (double

Hit ENTER four times

1 blank line (double

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 6, Slide 18

 It is prepared on plain paper (instead of

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 6, Slide 19

 Open letter by clicking

• Evaluate its content. 7.0 Document

• Identify areas for

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 6, Slide 20

As you read the improved letter on the next

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 6, Slide 21

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 6, Slide 22

Opening Body Closing

 Describe clearly the desired

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 6, Slide 23

Opening Body Closing

 Explain the nature of the claim.

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 6, Slide 24

Opening Body Closing

 End pleasantly with a goodwill

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 6, Slide 25

 Open letter by clicking

• Evaluate its content. 7.0 Document

• Identify areas for

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 6, Slide 26

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 6, Slide 27

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 6, Slide 28

 Arrange the information in a

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 6, Slide 29

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 6, Slide 30

 Subject line is optional.

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 6, Slide 31

 Grant the request or

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 6, Slide 32

 Provide details about how you are complying

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 6, Slide 33

 Close courteously by summarizing your

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 6, Slide 34