© Prentice Hall, 2003 Business Communication Today Chapter 7 - 1
Writing Routine, Writing Routine, Good-News, and Good-News, and
Goodwill MessagesGoodwill Messages
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 2
From The Real WorldFrom The Real World
When we ask for action, most people
appreciate it when you tell them directly what
you want, how it affects them, and why it is
important to do it. At the same time we are
making these requests, we also have to build
or maintain a positive relationship with the
reader. A positive impression will help you get
the action you want.
Fred G. Withers, Managing Partner
Ernst & Young, Vancouver
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 3
The Three-Step The Three-Step ProcessProcess
CompletingCompleting
Audience
Audience
Mes
sage
Message
WritingWritingPlanningPlanning
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 4
Routine RequestsRoutine Requests
State the RequestState the Request
Explain and JustifyExplain and Justifythe Requestthe Request
Close theClose theMessageMessage
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 5
State the Request Up FrontState the Request Up Front
Assume Your Audience Will ComplyAssume Your Audience Will ComplyAssume Your Audience Will ComplyAssume Your Audience Will Comply
Be SpecificBe SpecificBe SpecificBe Specific
Punctuate Polite Requests and Questions DifferentlyPunctuate Polite Requests and Questions DifferentlyPunctuate Polite Requests and Questions DifferentlyPunctuate Polite Requests and Questions Differently
Pay Attention to TonePay Attention to TonePay Attention to TonePay Attention to Tone
Avoid Starting With Personal IntroductionsAvoid Starting With Personal IntroductionsAvoid Starting With Personal IntroductionsAvoid Starting With Personal Introductions
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 6
Explain and Justify Explain and Justify the Requestthe Request
Ask Important Questions FirstAsk Important Questions FirstAsk Important Questions FirstAsk Important Questions First
Ask Relevant QuestionsAsk Relevant QuestionsAsk Relevant QuestionsAsk Relevant Questions
Deal With One Topic Per QuestionDeal With One Topic Per QuestionDeal With One Topic Per QuestionDeal With One Topic Per Question
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 7
Close the RequestClose the Request
Goodwill andGoodwill andAppreciationAppreciation
ContactContactInformationInformation
SpecificSpecificRequestRequest
Three ImportantThree ImportantElementsElements
Three ImportantThree ImportantElementsElements
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 8
ProductsProductsand Servicesand Services
InformationInformationand Actionand Action
RecommendationsRecommendationsand Referencesand References
Claims andClaims andAdjustmentsAdjustments
Routine RequestsRoutine Requests
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 9
Placing OrdersPlacing Orders
The Reader’sThe Reader’sAttitudeAttitude
Your Your RequirementsRequirements
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 10
Requesting Action Requesting Action and Informationand Information
Company Insiders
Company Outsiders
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 11
Making Claims and Making Claims and Requesting AdjustmentsRequesting Adjustments
State the ProblemState the Problem
Offer DetailsOffer Detailsand Explanationand Explanation
Propose SpecificPropose SpecificAction or SolutionAction or Solution
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 12
Requesting ReferencesRequesting Referencesor Recommendationsor Recommendations
State the RequestState the Request
Provide a RProvide a Résuméésuméor Other Informationor Other Information
ExpressExpressAppreciationAppreciation
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 13
Routine Announcements, Routine Announcements, Replies and Positive Replies and Positive
MessagesMessagesStart With theStart With the
Main IdeaMain Idea
Provide DetailsProvide Detailsand Explanationsand Explanations
End With a End With a Courteous CloseCourteous Close
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 14
Informative Informative MessagesMessages
ReminderReminderNoticesNotices
ReminderReminderNoticesNotices
PolicyPolicyStatementStatement
ss
PolicyPolicyStatementStatement
ss
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 15
Requests forRequests forInformation and ActionInformation and Action
Choosing theChoosing theDirect ApproachDirect Approach
HandlingHandlingPotential SalesPotential Sales
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 16
Claims and RequestsClaims and Requestsfor Adjustmentfor Adjustment
Claims and RequestsClaims and Requestsfor Adjustmentfor Adjustment
Who Is at Fault?Who Is at Fault?Who Is at Fault?Who Is at Fault?
The The CompanyCompany
The The CompanyCompany
TheTheCustomerCustomer
TheTheCustomerCustomer
A ThirdA ThirdPartyParty
A ThirdA ThirdPartyParty
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 17
Providing Providing RecommendationsRecommendations
and Referencesand References
Avoid Overstatements
Be Specific
Provide Facts
Avoid Value Judgments
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 18
Good NewsGood NewsAnnouncementsAnnouncements
Offers ofOffers ofEmploymentEmployment
ProductsProductsand Operationsand Operations
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 19
Sending Goodwill Sending Goodwill
MessagesMessages
CongratulationsCongratulations
AppreciationAppreciation
CondolencesCondolences
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 20
Writing Bad Writing Bad News MessagesNews Messages
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 21
Three-step Writing Three-step Writing ProcessProcess
PlanningPlanning CompletingCompletingWritingWriting
•Purpose
•Audience
•Solid Evidence
•Purpose
•Audience
•Solid Evidence
•Main Idea
•Relevant Points
•Right Approach
•Main Idea
•Relevant Points
•Right Approach
•Revision
•Organization
•Overall Design
•Revision
•Organization
•Overall Design
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 22
Strategies for Strategies for Bad-news MessagesBad-news Messages
• Convey the message
• Gain acceptance
• Maintain goodwill
• Promote a good corporate image
• Minimize future correspondence
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 23
Audience-centered Audience-centered ToneTone
The “You” Attitude
Positive Wording
Respectful Language
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 24
The Direct ApproachThe Direct Approach
Bad News
Step 1
Bad News
Step 1
Reasons
Step 2
Reasons
Step 2
Positive Close
Step 3
Positive Close
Step 3
Flow of the Message
Substance of the Message
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 25
The Indirect ApproachThe Indirect Approach
Buffer
Step 1
Buffer
Step 1
Reasons
Step 2
Reasons
Step 2
BadNews
Step 3
BadNews
Step 3
PositiveClose
Step 4
PositiveClose
Step 4
Flow of the Message
Substance of the Message
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 26
Begin With a BufferBegin With a Buffer
• Show appreciation
• Pay attention
• Compliment reader
• Be understanding
• Show sincerity
• Saying “no”
• A know-it-all tone
• Wordy phrases
• Apologies
• Lengthy buffers
Things to Do Things to Avoid
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 27
Provide ReasonsProvide ReasonsThat Support the That Support the
RefusalRefusal• Cover positive points
• Provide relevant details
• Highlight benefits
• Minimize company policy
• Avoid apologizing
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 28
State the MessageState the MessageState the MessageState the Message
De-emphasize the Bad NewsDe-emphasize the Bad NewsDe-emphasize the Bad NewsDe-emphasize the Bad News
Use a Conditional StatementUse a Conditional StatementUse a Conditional StatementUse a Conditional Statement
Focus on the PositiveFocus on the PositiveFocus on the PositiveFocus on the Positive
Avoid Blunt LanguageAvoid Blunt LanguageAvoid Blunt LanguageAvoid Blunt Language
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 29
Close With ConfidenceClose With ConfidenceClose With ConfidenceClose With Confidence
Maintain a Positive ToneMaintain a Positive ToneMaintain a Positive ToneMaintain a Positive Tone
Limit Future CorrespondenceLimit Future CorrespondenceLimit Future CorrespondenceLimit Future Correspondence
Remain Confident and SincereRemain Confident and SincereRemain Confident and SincereRemain Confident and Sincere
Be Optimistic About the FutureBe Optimistic About the FutureBe Optimistic About the FutureBe Optimistic About the Future
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 30
CulturalCulturalDifferencesDifferences
Communication DiversityCommunication Diversity
Proper ToneProper Tone
CulturalCulturalConventionsConventions
MessageMessageOrganizationOrganization
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 31
Writing BadWriting BadNews MessagesNews Messages
Routine Requests
Organizational News
Employment Information
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 32
RoutineRoutineWorkplace RequestsWorkplace Requests
RoutineRoutineWorkplace RequestsWorkplace Requests
BusinessBusinessInformationInformation
BusinessBusinessInformationInformation
InvitationsInvitationsand Favorsand FavorsInvitationsInvitationsand Favorsand Favors
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 33
The Status of OrdersThe Status of Orders
Ship Part Ship Part of the Orderof the Order
Ship None Ship None of the Orderof the Order
Work Toward an Eventual SaleWork Toward an Eventual Sale
Communicate ClearlyCommunicate Clearly
Be Confident and OptimisticBe Confident and Optimistic
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 34
Claims and AdjustmentsClaims and Adjustments
Things to Employ Things to Avoid
Accepting Blame
Accusations
Negative Language
Defamation
Courtesy and Tact
Indirect Approach
Understanding and Respect
Positive Attitude
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 35
Credit DecisionsCredit Decisions
RequestedRequestedby a Companyby a Company
RequestedRequestedby a Personby a Person
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 36
Organizational NewsOrganizational NewsOperationsProducts
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 37
Letters ofLetters ofRecommendationRecommendation
RequestedRequestedby Businessesby Businesses
RequestedRequestedby Individualsby Individuals
PracticePracticeDiplomacyDiplomacy
RecognizeRecognizeFeelingsFeelingsBe DirectBe Direct State FactsState Facts
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 38
Employment Employment ApplicationsApplications
• Use the direct approach
• State reasons clearly
• Suggest alternatives
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 39
Performance Performance ReviewsReviews
Provide Feedback
Review JobDescription
Set anAction Plan
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 40
NegativeNegativePerformance ReviewsPerformance Reviews
• Confront the problem
• Plan the message
• Maintain privacy
• Focus on the problem
• Obtain commitment
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 41
ExpressExpressthe Decisionthe Decision
Give SpecificGive SpecificJustificationJustification
MinimizeMinimizeNegative FeelingsNegative Feelings
TerminationTerminationLettersLetters
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 42
Writing Writing Persuasive Persuasive MessagesMessages
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 43
Three-Step Persuasion Three-Step Persuasion ProcessProcess
CompletingCompleting
Audience
Audience
Mes
sage
Message
WritingWritingPlanningPlanning
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 44
Determining the PurposeDetermining the Purpose
CompetingCompetingMessagesMessages
WrittenWrittenFormatsFormats
AudienceAudienceAttitudesAttitudes
AppropriatenessAppropriateness
NecessityNecessity
ClarityClarity
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 45
Analyzing the Analyzing the AudienceAudience
AttitudesAttitudesAttitudesAttitudes
PersonalityPersonalityPersonalityPersonality
LifestyleLifestyleLifestyleLifestyle
Other FactorsOther FactorsOther FactorsOther Factors
PsychographicsPsychographicsPsychographicsPsychographics
IncomeIncomeIncomeIncome
GenderGenderGenderGender
EducationEducationEducationEducation
Other FactorsOther FactorsOther FactorsOther Factors
DemographicsDemographicsDemographicsDemographics
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 46
Physiological
Food, shelter,air, water, and sleep
Safety andSecurity
Job security, stability, and
protection
Social
Affection, group ties, friends,
and acceptance
Status andEsteem
Uniqueness, self-worth,
respect, and recognition
Self-Actualization
Self-realization, creativity,
wisdom, and fulfillment
Maslow’s Hierarchy of NeedsMaslow’s Hierarchy of Needs
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 47
ConsideringConsideringCultural Cultural
DifferencesDifferences
IndividualIndividualDifferencesDifferences
OrganizationalOrganizationalDifferencesDifferences
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 48
Establishing CredibilityEstablishing CredibilityEstablishing CredibilityEstablishing Credibility
SourcesSourcesSourcesSources
EnthusiasmEnthusiasmEnthusiasmEnthusiasm
TrustTrustTrustTrust
ExpertiseExpertiseExpertiseExpertise
ObjectivityObjectivityObjectivityObjectivity
GoodGoodIntentionsIntentions
GoodGoodIntentionsIntentions
FactsFactsFactsFacts
CommonCommonGroundGround
CommonCommonGroundGround
SinceritySinceritySinceritySincerity
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 49
Setting Ethical Setting Ethical StandardsStandards
• Provide information
• Boost understanding
• Promote free choice
• Avoid manipulation
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 50
Sequencing the MessageSequencing the Message
Direct Approach(Deductive)
Direct Approach(Deductive)
Indirect Approach(Inductive)
Indirect Approach(Inductive)
Define the Main IdeaDefine the Main Idea
Limit the ScopeLimit the Scope
Group Major PointsGroup Major Points
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 51
Completing the Completing the MessageMessage
EvaluateEvaluatethe Contentthe Content
Revise for ClarityRevise for Clarityand Concisenessand Conciseness
Evaluate Design Evaluate Design and Deliveryand Delivery
ProofreadProofreadthe Messagethe Message
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 52
Developing Persuasive Developing Persuasive
MessagesMessages
Employing the AIDA PlanEmploying the AIDA Plan
Balancing Emotion and LogicBalancing Emotion and Logic
Reinforcing Your PositionReinforcing Your Position
Dealing With ResistanceDealing With Resistance
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 53
InterestInterestAttentionAttention
DesireDesireActionAction
AIDA PLANAIDA PLAN
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 54
Balance Logic and Balance Logic and
EmotionsEmotions
FeelingsFeelings
SympathiesSympathies
NeedsNeeds
AnalogyAnalogy
InductionInduction
DeductionDeduction
Promote ActionPromote Action
Understand ExpectationsUnderstand Expectations
Overcome ResistanceOvercome Resistance
Sell Your Point of ViewSell Your Point of View
EmotionsEmotions LogicLogicThe MessageThe Message
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 55
•Hasty GeneralizationsHasty Generalizations
•Begging the QuestionBegging the Question
•Attacking the OpponentAttacking the Opponent
•OversimplificationOversimplification
•Assuming a False CauseAssuming a False Cause
•Faulty AnalogiesFaulty Analogies
•Illogical SupportIllogical Support
Examples ofExamples ofFaulty LogicFaulty Logic
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 56
ConnotationsConnotations
DenotationsDenotations
AbstractionsAbstractions
Understanding Understanding SemanticsSemantics
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 57
Be ModerateBe Moderate
Use Simple LanguageUse Simple Language
Anticipate OppositionAnticipate Opposition
Provide SupportProvide Support
Focus on the GoalFocus on the Goal
StrengthenStrengthenYour PositionYour Position
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 58
Be SpecificBe Specific
Use the Right TimingUse the Right Timing
Employ MetaphorsEmploy Metaphors
Use AnecdotesUse Anecdotesand Storiesand Stories
Create a win-winCreate a win-winSituationSituation
StrengthenStrengthenYour PositionYour Position
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 59
Deal WithDeal WithResistanceResistanceDeal WithDeal WithResistanceResistance
AnticipateAnticipateObjectionsObjections
Use “What If”Use “What If”ScenariosScenarios
Involve YourInvolve YourAudienceAudience
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 60
Common MistakesCommon Mistakes
Selling Too Hard Up FrontSelling Too Hard Up FrontSelling Too Hard Up FrontSelling Too Hard Up Front
Resisting CompromiseResisting CompromiseResisting CompromiseResisting Compromise
Relying Solely On Great ArgumentsRelying Solely On Great ArgumentsRelying Solely On Great ArgumentsRelying Solely On Great Arguments
Using a “One Shot” Sales TechniqueUsing a “One Shot” Sales TechniqueUsing a “One Shot” Sales TechniqueUsing a “One Shot” Sales Technique
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 61
ActionActionRequestsRequests
Claims andClaims andAdjustmentsAdjustments
Sales andSales andFundraisingFundraising
PersuasivePersuasiveMessagesMessages
Types of Messages
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 62
Requests for ActionRequests for Action
ActionActionWrittenRequestWrittenRequest
GainAttention
GainAttention
Use Facts,Figures and Benefits
Use Facts,Figures and Benefits
Make aSpecific Request
Make aSpecific Request
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 63
Claims and AdjustmentsClaims and Adjustments
Claim orAdjustment
Claim orAdjustment
WrittenRequestWrittenRequest
State the ProblemState the Problem
Review the FactsReview the Facts
Motivate the ReaderMotivate the Reader
Make Your RequestMake Your Request
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 64
Sales and Fundraising Sales and Fundraising
MessagesMessagesFor-Profit CompaniesFor-Profit Companies Non-Profit OrganizationsNon-Profit Organizations
PersonalPersonalConsumptionConsumption
PersonalPersonalConsumptionConsumption
HelpingHelpingOther PeopleOther People
HelpingHelpingOther PeopleOther People
PersonalPersonalConsumptionConsumption
PersonalPersonalConsumptionConsumption
HelpingHelpingOther PeopleOther People
HelpingHelpingOther PeopleOther People
Motivation Motivation
AttentionAttentionAttentionAttention
TimeTimeTimeTime
DollarsDollarsDollarsDollars
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 65
Sales Message Sales Message StrategiesStrategies
Selling PointsSelling Points
BenefitsBenefits
Legal IssuesLegal Issues
The AIDA PlanThe AIDA Plan
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 66
FeaturesFeaturesand Benefitsand Benefits
Stories andStories andIllustrationsIllustrations
SolutionsSolutions
News ItemsNews Items
ProvocativeProvocativeQuestionsQuestions
SharedSharedTraitsTraits
EmotionsEmotionsor Valuesor Values
ProductProductSamplesSamples
ChallengesChallenges
Getting Getting AttentionAttention
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 67
The CentralThe CentralSelling PointSelling Point
Building InterestBuilding Interest
The CentralThe CentralSelling PointSelling Point
Building InterestBuilding Interest
Study theStudy theCompetitionCompetition
Know Know the Productthe Product
Analyze Analyze the Audiencethe Audience
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 68
Increasing DesireIncreasing Desire
Use Action Terms
Discuss Pricing
Support Your Claims
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 69
Motivating ActionMotivating Action
Explain the Next Step
Create a Sense of Urgency
Include a Post Script
Apply Good Judgment
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 70
WritingWritingFundraisingFundraisingMessagesMessages
WritingWritingFundraisingFundraisingMessagesMessages
Analyze theAnalyze theAudienceAudience
Analyze theAnalyze theAudienceAudience
Study theStudy theCompetitionCompetitionStudy theStudy the
CompetitionCompetition
Clarify BenefitsClarify BenefitsClarify BenefitsClarify Benefits
Keep theKeep theMessage PersonalMessage Personal
Keep theKeep theMessage PersonalMessage Personal
© Prentice Hall, 2003 Business Communication Today Chapter 7 - 71
Strengthening Strengthening
Fundraising MessagesFundraising Messages
Interest your readersInterest your readers
Use simple languageUse simple language
Offer an opportunityOffer an opportunity
Make it hard to refuseMake it hard to refuse
Clarify your needsClarify your needs
Write conciselyWrite concisely
Include a reply formInclude a reply form
Use versatile enclosuresUse versatile enclosures