Business Communication: Process and Product 3 rd Brief Canadian Edition Copyright © 2010 Chapter 9...
-
Upload
mariah-brooks -
Category
Documents
-
view
225 -
download
0
Transcript of Business Communication: Process and Product 3 rd Brief Canadian Edition Copyright © 2010 Chapter 9...
Business Communication:
Process and Product3rd Brief Canadian Edition
Copyright © 2010
Chapter 9 Routine Letters and Goodwill Messages
Ch. 9, Slide 2
Positive Letters and Messages
The Writing Process
Typical Direct,Positive Letters
Letter Structureand Format
The Five Ss ofGoodwill Messages
Copyright © 2010 Nelson Education Ltd.
Ch. 9, Slide 3
Understanding the Power of Business LettersBusiness letters are
powerful and effective because they
Produce a permanent record
Maintain confidentiality Convey formality and
sensitivity Deliver a persuasive,
well-considered message.
Copyright © 2010 Nelson Education Ltd.
Ch. 9, Slide 4
Applying the Writing Process
Prewriting
AnalyzeAnticipateAdapt
Determine your purpose.
Visualize the audience. Predict the audience’s
reaction. Consider ways to adapt
your message to achieve your goal.
Copyright © 2010 Nelson Education Ltd.
Ch. 9, Slide 5
Applying the Writing Process
Collect information Choose the most
effective pattern of organization.
Compose the first draft.
WritingResearchOrganizeCompose
Copyright © 2010 Nelson Education Ltd.
Ch. 9, Slide 6
Revise for clarity and conciseness.
Proofread for correctness.
Decide whether this message will achieve its purpose.
RevisingEditProofreadEvaluate
Applying the Writing Process
Copyright © 2010 Nelson Education Ltd.
Ch. 9, Slide 7
Analyzing the Structure of Positive Letters
Opening
Body
Closing
Acadia Trading Co.
4340 Acadia DriveVictorville, QC 819-357-1234
Copyright © 2010 Nelson Education Ltd.
Ch. 9, Slide 8
Structure of Positive Letters: Opening
Acadia Trading Co.4340 Acadia Drive
Victorville, QC 819-357-1234
Acadia Trading Co.4340 Acadia Drive
Victorville, QC 819-357-1234
Frontload in the opening. Begin with the main
idea. Tell immediately why
you are writing.
Copyright © 2010 Nelson Education Ltd.
Ch. 9, Slide 9
Structure of Positive Letters: BodyAcadia Trading Co.
4340 Acadia DriveVictorville, QC 819-357-1234
Acadia Trading Co.4340 Acadia Drive
Victorville, QC 819-357-1234
Explain in the body. Present details that
explain the request or response.
Group similar ideas together.
Include graphic highlighting to spotlight main points.
Copyright © 2010 Nelson Education Ltd.
Ch. 9, Slide 10
Structure of Positive Letters: ClosingAcadia Trading Co.
4340 Acadia DriveVictorville, QC 819-357-1234
Acadia Trading Co.4340 Acadia Drive
Victorville, QC 819-357-1234
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.Copyright © 2010 Nelson
Education Ltd.
Ch. 9, Slide 11
Formatting Business Letters
WEB: [email protected] Stratham Drive PHONE: (403) 329-4330Edmonton, AB T6C 4E2 FAX: (403) 329-4259
May 18, 2011
Ms. LaTonja WilliamsHealth Care Specialists109 Dunning CrescentRed Deer, AB T4R 2E2Dear Ms. Williams:
Subject: Formatting Business Letters
WEB: [email protected] Stratham Drive PHONE: (403) 329-4330Edmonton, AB T6C 4E2 FAX: (403) 329-4259
May 18, 2011
Ms. LaTonja WilliamsHealth Care Specialists109 Dunning CrescentRed Deer, AB T4R 2E2Dear Ms. Williams:
Subject: Formatting Business Letters
Letterhead
Dateline
Inside Address
Salutation
Subject
Line
CYPRESS ASSOCIATES, INC.
5 cm from top of page
2 to 7 blank lines
1 blank line
1 blank line
Copyright © 2010 Nelson Education Ltd.
Ch. 9, Slide 12
At your request, this letter illustrates and explains business letter formatting . The most important points to remember are these:
1. Set margins between 2.5 and 4 cm; most word processing programs automatically set margins at 2.5 cm.
2. Start the date 5 cm 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,
At your request, this letter illustrates and explains business letter formatting . The most important points to remember are these:
1. Set margins between 2.5 and 4 cm; most word processing programs automatically set margins at 2.5 cm.
2. Start the date 5 cm 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
Copyright © 2010 Nelson Education Ltd.
Ch. 9, Slide 13
the date and closing lines start at the centre. 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 MontoyaSharon MontoyaExecutive Director
SM: mef
Enclosure
the date and closing lines start at the centre. 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 MontoyaSharon MontoyaExecutive Director
SM: mef
Enclosure
Complimentary Closing
Printed Name and Title
Reference Initials
1 blank line
1 blank line
3 blank lines
Copyright © 2010 Nelson Education Ltd.
Ch. 9, Slide 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.
Copyright © 2010 Nelson Education Ltd.
Ch. 9, Slide 15
Direct Requests for Information or ActionBody 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.Copyright © 2010 Nelson
Education Ltd.
Ch. 9, Slide 16
Direct Requests for Information or ActionClosing 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.Copyright © 2010 Nelson
Education Ltd.
Ch. 9, Slide 17
Direct Claim LettersOpening 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.)
Copyright © 2010 Nelson Education Ltd.
Ch. 9, Slide 18
Direct Claim LettersBody 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.Copyright © 2010 Nelson
Education Ltd.
Ch. 9, Slide 19
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.
Copyright © 2010 Nelson Education Ltd.
Ch. 9, Slide 20
Direct Reply LettersSubject Line 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.Copyright © 2010 Nelson
Education Ltd.
Ch. 9, Slide 21
Direct Reply LettersBody 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.
Copyright © 2010 Nelson Education Ltd.
Ch. 9, Slide 22
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.Copyright © 2010 Nelson
Education Ltd.
Ch. 9, Slide 23
Adjustment LettersOpening When approving
a customer’s claim, announce the good news (adjustment) immediately.
Avoid sounding grudging or reluctant.
Copyright © 2010 Nelson Education Ltd.
Ch. 9, Slide 24
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.Copyright © 2010 Nelson
Education Ltd.
Ch. 9, Slide 25
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.
Copyright © 2010 Nelson Education Ltd.
Ch. 9, Slide 26
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.
Copyright © 2010 Nelson Education Ltd.
Ch. 9, Slide 27
The Five Ss of Goodwill Messages
Five Ssof Goodwill Messages
Short
Spontaneous Sincere
Specific
Selfless
Copyright © 2010 Nelson Education Ltd.
Ch. 9, Slide 28
The Five Ss of Goodwill MessagesIn expressing thanks, recognition, or sympathy:
Be selfless
Discuss the receiver, not the sender.
Copyright © 2010 Nelson Education Ltd.
Ch. 9, Slide 29
Cite specificsrather than generalities.
Be specific
The Five Ss of Goodwill MessagesIn expressing thanks, recognition, or sympathy:
Copyright © 2010 Nelson Education Ltd.
Ch. 9, Slide 30
Show your honest feelingswith unpretentious language.
BeSincere
The Five Ss of Goodwill MessagesIn expressing thanks, recognition, or sympathy:
Copyright © 2010 Nelson Education Ltd.
Ch. 9, Slide 31
Make the message soundnatural, fresh, and direct.
Avoid canned phrases.
Be
Spontaneous
The Five Ss of Goodwill MessagesIn expressing thanks, recognition, or sympathy:
Copyright © 2010 Nelson Education Ltd.
Ch. 9, Slide 32
Although goodwill messagesmay be as long as needed,
they generally are fairly short.
Keep it
Short
The Five Ss of Goodwill MessagesIn expressing thanks, recognition, or sympathy:
Copyright © 2010 Nelson Education Ltd.
Ch. 9, Slide 33
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.)
Answering Congratulatory Messages
Copyright © 2010 Nelson Education Ltd.
End
Ch. 9, Slide 34
Copyright © 2010 Nelson Education Ltd.