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Chapter 6. Positive Messages. Understanding the Power of Business Letters. Still important because they do the following:. Produce a permanent record Remain confidential, unlike e-mail Convey formality, importance, professionalism D eliver persuasive, well-considered messages.

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Chapter 6

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Chapter 6

Chapter 6

Positive Messages


Understanding the power of business letters

Understanding the Power of Business Letters

Still important because they do the following:

Produce a permanent record

Remain confidential,unlike e-mail

Convey formality, importance, professionalism

Deliver persuasive, well-considered messages

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 2


Formatting business letters

Formatting Business Letters

The next three slides illustrate basic information on proper placement and formatting of business letters. (Refer to Appendix A, Document Format Guide, for more details on this topic.)

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 3


Chapter 6

Letterhead

2 inches from top of page

Dateline

2 to 7 blank lines

Inside

Address

1 blank line

Salutation

1 blank line

Subject Line

1 blank line

WEB: [email protected]

5090 Katella Avenue PHONE: (310) 329-4330

Anaheim, CA 92642 FAX: (310) 329-4259

May 18, 201x

Ms. LaTonja Williams

Health Care Specialists

2608 Fairview Road

Costa Mesa, CA 92627

Dear Ms. Williams:

Subject: Formatting Business Letters

CYPRESS ASSOCIATES, INC.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 4


Chapter 6

Numbered list for improved readability

One blank line between paragraphs

At your request, this letter illustrates and explains business letter formatting in a nutshell. The most important points to remember are these:

1. Set margins between 1 and 1½ inches; most word processing programs automatically set margins at 1 inch.

2. Start the date 2 inches 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,

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 5


Chapter 6

Complimentary Closing

3-4 blank lines

Printed Name and Title

1 blank line

Reference Initials

1 blank line

the date and closing lines start at the center. 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 Montoya

Sharon Montoya

Executive Director

SM: lef

Enclosure

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 6


Organizational strategies in business messages

If mildly interested

If pleased

If neutral

DIRECT PATTERN

Organizational Strategies in Business Messages

Good News

or

Main Idea

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 7


Positive business messages

Positive Business Messages

  • Requests for information and action

  • Replies to customers

  • Explanations to fellow employees

  • Instructions

  • Direct claims and complaints

  • Adjustments

  • Goodwill messages

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 8


Writing plan direct requests

Writing Plan: Direct Requests

Opening

Body

Closing

  • Ask the most important question first.OR

  • Express a polite command.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 9


Writing plan direct requests1

Writing Plan: Direct Requests

Opening

Body

Closing

  • Explain the request logically and courteously.

  • Ask other questions if necessary.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 10


Writing plan direct requests2

Writing Plan: Direct Requests

Opening

Body

Closing

  • Request a specific action with an end date, if appropriate.

  • Show appreciation.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 11


Openings for direct requests

Openings for Direct Requests

Opening

Body

Closing

Weak

I’ve been given the task of locating a convention site for my company’s meeting. I’ve checked a number of places, and your hotel looks possible.

Improved

Will you please answer the following questions regarding possible accommodations at the Hyatt Regency for a conference in May.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 12


Openings for direct requests1

Openings for Direct Requests

Weak

My company is interested in creating a professional Facebook page. I noticed on your Web site an offer to have a representative visit and discuss plans. We are eager to have someone visit us.

Improved

Please have a representative visit my company to discuss creating a professional Facebook page.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 13


Openings for direct requests2

Openings for Direct Requests

Weak

I am conducting a training class for students of photography at the Lincoln Training Center, and I saw a picture we could use in our program.

Improved

What is the procedure for ordering a copy of a photograph to be used for training purposes?

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 14


Closings for direct requests

Closings for Direct Requests

Opening

Body

Closing

Improved

We would appreciate receiving answers to these questions before April 4 so that we will have plenty of time to plan our conference.

Weak

Thank you in advance for any information you can provide.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 15


Closings for direct requests1

Closings for Direct Requests

Weak

Hoping to hear from you at your earliest convenience.

Improved

Please call us at (213) 457-2998 before April 4 to arrange an appointment during the week of April 10.

Your answers to these questions will help us determine whether your security system will meet our needs. Thanks!

Thank you for your cooperation.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 16


Writing plan direct responses

Writing Plan: Direct Responses

Body

Body

Subject

Line

Closing

Subject

Line

Opening

Opening

  • Identify previous correspondence.

  • OR

  • Summarize the main information from your reply.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 17


Writing plan direct responses1

Writing Plan: Direct Responses

Body

Body

Subject

Line

Closing

Subject

Line

Opening

Opening

Directly respond to the request with a summary statement.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 18


Writing plan direct responses2

Writing Plan: Direct Responses

Closing

Body

Body

Subject

Line

Opening

Closing

  • Provide details, explanations, and additional information.

  • Arrange the information logically.

  • Promote your organization and its products.

  • End pleasantly.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 19


Writing plan direct responses3

Writing Plan: Direct Responses

Closing

Body

Body

Subject

Line

Opening

Closing

  • End pleasantly.

  • Close with one of the following:

    • A concluding remark

    • A summary

    • An offer of further assistance

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 20


Openings for direct responses

Openings for Direct Responses

Subject

Line

Opening

Body

Closing

Weak

Your June 30 e-mail message has been forwarded to me for reply.

Improved

Here are the answers to your questions about our Web site hosting services.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 21


Closings for direct requests2

Closings for Direct Requests

Subject

Line

Opening

Body

Closing

Improved

We are confident that we can provide the highest level of security for your company’s network. Call us today to feel more secure tomorrow.

Weak

If I may be of further assistance, please do not hesitate to contact me.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 22


Writing plan instructions

Writing Plan: Instructions

Body

Body

Subject

Line

Closing

Subject

Line

Opening

Opening

Summarize the content of the message.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 23


Writing plan instructions1

Writing Plan: Instructions

Body

Body

Subject

Line

Closing

Subject

Line

Opening

Opening

Expand the subject line by stating the main sentence concisely in a full sentence.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 24


Writing plan instructions2

Writing Plan: Instructions

Body

Closing

Subject

Line

Opening

Body

Closing

  • Divide the instructions into steps and list in the order they should be carried out.

  • Arrange items in a numbered list.

  • Begin each step with an action verb.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 25


Writing plan instructions3

Writing Plan: Instructions

Body

Closing

Subject

Line

Opening

Body

Closing

Request action, summarize the message, or present a closing thought.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 26


Commands for instructions

Commands for Instructions

Subject

Line

Opening

Body

Closing

Improved

Complete the online application first.

Weak

The first step is to complete the online application.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 27


Commands for instructions1

Commands for Instructions

Subject

Line

Opening

Body

Closing

Improved

Provide your address and phone number.

Weak

It is necessary to provide your address and phone number.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 28


Writing plan claims complaints

Writing Plan: Claims, Complaints

Opening

Body

Closing

  • Describe clearly the problem.OR

  • Describe the desired action.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 29


Writing plan claims complaints1

Writing Plan: Claims, Complaints

Opening

Body

Closing

  • Explain the claim.

  • Tell why the claim is justified.

  • Provide details about the action requested.

  • Include necessary documentation.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 30


Writing plan claims complaints2

Writing Plan: Claims, Complaints

Opening

Body

Closing

  • End pleasantly with a goodwill statement.

  • Include an end date and action request if appropriate.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 31


Writing plan adjustments

Writing Plan: Adjustments

Body

Subject

Line

Opening

Closing

  • Identify previous correspondence.

  • Make a general reference to the main topic.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 32


Writing plan adjustments1

Writing Plan: Adjustments

Body

Subject

Line

Opening

Closing

Grant the request or announce the adjustment immediately.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 33


Writing plan adjustments2

Writing Plan: Adjustments

Body

Subject

Line

Opening

Closing

  • Provide details about how you are complying with the request.

  • Strive to regain the reader’s confidence.

  • Apologize if appropriate, but don’t admit negligence.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 34


Writing plan adjustments3

Writing Plan: Adjustments

Body

Subject

Line

Opening

Closing

  • End positively with a forward-looking thought.

  • Express confidence in future business dealings.

  • Include resale or sales promotion if appropriate.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 35


Goodwill messages

Goodwill Messages

What do goodwill messages do?

Express thanks

Offer congratulations and recognition

Extend sympathy

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 36


Chapter 6

The Five Ss

Be

selfless.

Be

specific.

Keep the

message

short.

Tips for Writing

Goodwill

Messages

Be

spontaneous.

Be

sincere.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 37


Chapter 6

The Five Ss

Be

selfless.

Focus the messagesolely on the receiver,

not the sender.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 38


Chapter 6

The Five Ss

Be

specific.

Instead of generic statements

(You did a good job), include

special details (Your marketing

strategy to target key

customers proved to be

outstanding).

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 39


Chapter 6

The Five Ss

Show your honest feelings

with conversational, unpretentious language(We’re all very proud of your award).

Be

sincere.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 40


Chapter 6

The Five Ss

Strive to make the message natural, fresh, and direct. Avoid canned phrases (If I may be of service, please do nothesitate...).

Be

spontaneous.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 41


Chapter 6

Keep the

message

short.

Remember that, although

they may be as long

as needed, most

goodwill messages are

fairly short.

The Five Ss

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 42


Benefits of written thank you and congratulatory messages

Benefits of Written Thank-You and Congratulatory Messages

  • Provide sincere thoughtsbecause few people taketime to write

  • Provide tangible evidence that can be used to support a performance evaluation

  • May be treasured over the years

2

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 43


Expressing thanks

Expressing Thanks

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.

Cover three points in gift thank-yous.

Identify the gift.

Tell why you appreciate it.

Explain how you will use it.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 44


Expressing thanks1

Expressing Thanks

  • Fine food

  • Charming surroundings

  • Warm hospitality

  • Excellent host and hostess

  • Good company

Offer praise in expressing thanks for hospitality. As appropriate, compliment the following:

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 45


Personalized thank you message

Personalized Thank-You Message

Dear Professor and Mrs. Shelton:

Thanks for inviting the other members of our business club and me to your home for dinner last Saturday.

The warm reception you and your wife gave us made the evening very special. Your gracious hospitality, the delicious dinner served in a lovely setting, and the lively discussion following dinner all served to create an enjoyable evening that I will long remember.

We appreciate the opportunity you provided for us students to become better acquainted with each other and with you.

Sincerely,

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 46


Offering congratulations and recognition

Offering Congratulations and Recognition

When offering congratulations and recognition:

Be specific about what you arecongratulating the person for.

Tell how you found out aboutthe news, if appropriate.

Keep the focus entirelyon the reader.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 47


Answering congratulatory messages

Answering Congratulatory Messages

Accept praise gracefully.

Don't make belittling comments (I'm not really all that good!) to reduce awkwardness or embarrassment.

Respond to congratulations.

Send a brief note expressing your appreciation.

Tell how good the message made you feel.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 48


Extending sympathy

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 personalcharacteristics (Howard wasa forceful but caring leader).

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 49


Extending sympathy1

Extending Sympathy

Offer assistance. Suggest your availability, especially if you can do something specific.

End on a reassuring, positive note. If appropriate, refer to the strength the receiver finds in friends, family, colleagues, or religion.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 6, Slide 50


Chapter 6

“The first goal of writing is to have one's words read successfully.”-- Robert Brault, free-lance writer

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition

Chapter 5, Slide 51


Chapter 6

END


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