Module 6 - The Goodwill Letters
Topics
Goodwill Principles
Different Goodwill Letters
Reasons of Writing Goodwill Messages
Goodwill Principles
It is important to follow the rules goodwill messages in writing business letters. Successful business
letters contain several attributes such as clear content, goodwill tone, and correct form. Besides these
characteristics, knowing Guffey’s 3×3 writing process is another determinant key of delivering correct
messages.
The writing process includes three phases: analysis, anticipation, and adaptation; research, organization,
and composition; revision, proofreading, and evaluation.
Dr. Mary Ellen Guffey's five S's of goodwill messages the five Ss to consider when crafting goodwill
messages: selfless, specific, sincere, spontaneous, and short. These principles guide writers in creating
messages that genuinely convey goodwill, whether it's expressing gratitude, offering support, or
showing appreciation.
The text explains that goodwill letters are used to convey messages of congratulations, appreciation,
promotion, or gratitude. They are employed to strengthen relationships with customers, colleagues,
business associates, and friends. The importance of focusing on genuine concern rather than sales
promotion is emphasized.
How to Write a Goodwill Letter
Your goal is to show genuine kindness. Whether expressing approval, concern, support, gratitude,
appreciation, recognition, or condolences, be sincere in your remarks. Most people can tell when you
are not.
1. Keep your letter focused on the recipient, not on yourself or your company.
2. Do not write this letter solely for the purpose of making a sales pitch. The purpose of this letter is to
spread goodwill, without promoting any hidden agenda.
3. Keep your letter brief.
4. Be specific when writing this letter. For example, rather than writing vague generalities about a job
well done, include details that demonstrate what the person did to deserve the recognition.
5. Try to stay away from clichés and canned expressions. Be creative.
The following are topics in writing goodwill letters:
1. Appreciation: Expressing appreciation is important in maintaining positive relationships. It includes
thanking employees, customers, and others for their contributions or support.
2. Announcement: Announcements are used to inform stakeholders about significant changes or
achievements within the company, such as a savings plan or an employee's achievement.
3. Apology: Apology letters are necessary when mistakes or errors occur, whether it's a defective
product, a late payment, or offensive behavior. Apologizing sincerely helps repair relationships.
4. Appreciation (Continued): Granting promotions or raises is another way to show appreciation and
motivate employees.
5. Congratulations: Congratulatory letters are used to celebrate various personal and professional
milestones, such as promotions, birthdays, weddings, and achievements.
6. Farewells: Farewell letters are written to bid farewell to employees who are leaving employment,
retiring, or departing from a company. They express good wishes for the future.
7. Sympathy/Get Well: These letters convey sympathy, support, or get-well wishes in various difficult
situations, such as loss, illness, or injuries.
8. Thank You: Thank-you letters express gratitude for various reasons, including good service, purchases,
favors, and hospitality.
9. Welcome: Welcome letters are used to greet newcomers, whether they're new employees, residents,
customers, or shareholders. They aim to make the person feel valued and included.
10. Miscellaneous: This category covers a wide range of topics, including addressing errors, extending
holiday greetings, inviting suggestions, responding to feedback, and more.
11. Related Goodwill-Letter Topics: These letters pertain to specific business-related topics, such as
announcing company changes, authorizing actions, confirming agreements, and addressing errors.
12. Other Topics: This section includes letters related to employee matters (dismissals, approvals),
invitations to parties, follow-ups during job searches, and various requests and suggestions.
The following are tips in making the following goodwill letters:
1. Appreciation Letters:
a. This section emphasizes the importance of expressing appreciation sincerely and without excessive
enthusiasm. It advises congratulating employees for their achievements in a genuine manner.
b. Details the key elements to cover when thanking someone for a gift, including identifying the gift,
explaining appreciation, and stating the intended use.
c. Stresses the need for sincerity when thanking someone for a favor or hard work. It suggests
maintaining credibility through straightforward and simple statements.
d. Encourages explaining how a favor, action, or donation has contributed to achieving specific goals.
e. Provides guidance on offering praise when expressing thanks for hospitality.
2. Sympathy Letters:
a. Advises on addressing losses or tragedies sensitively, emphasizing the need to mention the loss
directly and express personal reactions.
b. Recommends praising the deceased when writing sympathy letters for deaths, highlighting their
positive characteristics and the impact they had.
c. Suggests offering assistance and availability to provide specific help.
d. Encourages ending on a reassuring and positive note, mentioning the support the reader may find
from friends, family, colleagues, or religion.
3. Recognition Letters:
a. Emphasizes the importance of prompt recognition for accomplishments and significant life events.
b. Highlights the significance of personalizing recognition messages with specific details and anecdotes
to show thoughtfulness and genuine feelings.
Reasons for Making Goodwill Letters:
This section provides a list of various reasons for writing goodwill letters, including expressing
appreciation, offering sympathy, recognizing achievements, and more. Each reason is explained with
practical tips and insights.
The explanations and guidelines in these sections provide valuable information on how to construct
effective goodwill letters for a wide range of situations, from expressing gratitude and sympathy to
acknowledging accomplishments and milestones. These letters play a crucial role in maintaining positive
relationships and fostering goodwill in both personal and business contexts.