©2016 Cengage Learning. All Rights Reserved.

May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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 Positive Messages

• Are routine and straightforward

• Help workers conduct everyday
business
• Make up the bulk of workplace
communication
• Require solid writing skills

©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 6 / Slide 2
 Channels Used for
Positive
Messages
• E-mails
• Memos
• Letters
• Social media networks
• Blogs
• IM and text messages

©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 6 / Slide 3
 Functions of Business Letters
• Provide a permanent record
• Are confidential and formal
• Deliver contracts
• Explain terms
• Share ideas
• Negotiate agreements
• Answer vendor questions
• Maintain customer relations
©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 6 / Slide 4
 Writing Plan for Direct Requests
Opening
• Ask the most important question
first or express a polite
command (Please answer the
following questions).
• Avoid long explanations
preceding the main idea.

©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 6 / Slide 5
 Writing Plan for Direct Requests
Body
• Explain the request logically and
courteously.
• Express questions in numbered or
bulleted form.
• Use open-ended questions (What steps
are necessary…) instead of yes-or-no
questions (Can the project begin on
time?).
• Suggest reader benefits, if possible.
©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 6 / Slide 6
 Writing Plan for Direct Requests
Closing
• State specifically, but courteously,
what action is to be taken.
• Set an end date, if necessary.
Provide a logical reason for the
end date.
• Make it easy for the receiver to
respond.
©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 6 / Slide 7
 Writing Plan for E-Mail, Memo,
and Letter Replies
Subject Line
• Summarize the main information from your
reply. (A subject line is optional in letters.)
• Use abbreviated style omitting articles (a,
an, the).
Opening
• Start directly by responding to the request
with a summary statement.
• When announcing good news, do so
promptly.
©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 6 / Slide 8
 Writing Plan for E-Mail, Memo,
and Letter Replies
Body
• Explain the subject logically.
• Use lists, tables, headings,
boldface, italics, or other graphic
devices to improve readability.
• Promote your products and your
organization to customers.

©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 6 / Slide 9
 Writing Plan for E-Mail, Memo,
and Letter Replies
Closing
• Offer a 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.

©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 6 / Slide 10
 Responding to
Customers Online
• Vocal individuals can start a firestorm of
criticism or become powerful brand
ambassadors championing certain
products they love.
• Companies must adopt strategies that
help them decide when and in what ways
to respond.
• Decision trees and diagrams guide
employees in responding to online posts.

©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 6 / Slide 11
 Responding to
Customers Online

• Be positive.
• Be transparent.
• Be honest.
• Be timely.
• Be helpful.

©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 6 / Slide 12
 Writing Plan for
Instruction Messages
Subject: Summarize the content of the
message.

Opening: Expand the subject line by stating

the main idea concisely in a full sentence.
Body: Present the instructions in orderly
steps.
Closing: Request a specific action, summarize
the message, or present a closing thought.

©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 6 / Slide 13
 Writing Plan for
Instruction Messages
Indicative Mood Imperative
(Command) Mood
• The contract should be • Send the contract
sent immediately. immediately. Install the
• A survey of employees is app first.
necessary to learn what • Survey employees to learn
options they prefer. the options they prefer.

©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 6 / Slide 14
 Writing Format for Memo
Date: List the date on which the memo is distributed.
To: List the names of the recipients of the memo.
From: List the name and job title of the writer(s).
Subject: Summarize the main idea.
Introductory Paragraph: Explain your reason for writing,
add background information.
Body: Add supporting details for reason stated in the
opening.
Closing: Add a closing thought, any required action or
summarize the information.

©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 6 / Slide 15
 Writing Format for Memo

©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 6 / Slide 16
 Writing Plan for a Direct Claim
Opening
• Describe clearly the desired action.
• State the remedy briefly when it is
obvious (Please credit my Visa
account).
• Explain your goal when the remedy
is not obvious (Please explain
your policy . . .).
©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 6 / Slide 17
 Writing Plan for a Direct Claim
Body
• Explain your claim.
• Tell why it is justified.
• Provide details describing the desired
action.
Closing
• End pleasantly with a goodwill
statement.
• Include an end date and action request,
if appropriate.
©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 6 / Slide 17
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 Guidelines for Writing Online
Reviews and Complaints
• Establish your credibility.
• Check posting rules.
• Provide balanced reviews.
• Consider the Web’s permanence.
• Embrace transparency.
• Accept offers for help.
• Refuse payment for favorable
critiques.
©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 6 / Slide 19
 Adjustment Messages

Definition: When a company receives a

claim and decides to respond favorably, the
message is called an adjustment.

Goals:
• Rectifying the wrong, if one exists
• Regaining the confidence of the customer
• Promoting further business

©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 6 / Slide 20
 Writing Plan for
Adjustment Messages

Subject Line (optional)

• Identify the previous correspondence
and refer to the main topic.
Opening
• Grant the request or announce the
adjustment immediately.
• Avoid sounding grudging or
reluctant.
©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 6 / Slide 21
 Writing Plan for
Adjustment Messages
Body
• Provide details about how you are
complying with the request.
• Try to regain the customer’s
confidence.
• Explain how diligently your organization
works to avoid disappointing
customers.
• Apologize, if appropriate, but don’t admit
negligence.
©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 6 / Slide 22
 Writing Plan for
Adjustment Messages
Body
• Don’t use negative words (trouble,
regret, misunderstanding, fault, error).
• Avoid blaming customers–even when
they may be at fault.
• Don’t blame individuals or departments
within your organization.
• Avoid making unrealistic promises; you
can’t guarantee that the situation will
never recur.
©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 6 / Slide 23
 Writing Plan for
Adjustment Messages
Closing
• Express appreciation that the customer
wrote.
• End positively with a forward-looking
thought perhaps suggesting future
business relations.
• Include a sales promotion, if
appropriate.
• Avoid referring to unpleasantness.

©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 6 / Slide 24
 The Five Ss of
Goodwill Messages

• Be spontaneous.
• Keep it short.
• Be specific.
• Be sincere.
• Be selfless.

©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 6 / Slide 25
 Saying Thank You

• Written notes showing appreciation

and expressing thanks are
significant to their receivers.
• Thank-you notes are typically short
messages written on special
notepaper or heavy card stock.
• Businesspeople build goodwill by
thanking others gracefully.
©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 6 / Slide 26
©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 6 / Slide 26
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