Chapter 6

Chapter 6
Positive and Neutral

Messages
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part. 1
Learning Objectives
By the end of this chapter you should be able to:

6-1 Identify the channels through which positive and neutral messages—e-mails,
memos, and business letters—travel in the digital era workplace.
6-2 Write direct messages that make requests, respond to inquiries via any channel,
and deliver step-by-step instructions.
6-3 Prepare contemporary messages that make direct claims and voice complaints,
including those posted online.
6-4 Compose adjustment messages that restore customers’ trust and promote further
business.
6-5 Create special messages that convey goodwill and kindness.
6-1
Routine E-Mails, Memos, and Letters
6-1 Routine E-Mails, Memos, and Letters (1 of 5)
• Most workplace messages convey positive or neutral information and include:

− Simple requests for information or action
− Replies to customers
− Explanations to coworkers
− Instructions
− Direct claims
− Complaints
• For routine workplace messages:

− E-mail is the channel most frequently used.
− Memos are also used as e-mail attachments.
− Letters are typically used for external communication, either in hard copy or
in electronic form.
Understanding Business Letters

• Letters are the preferred channel of communication for delivering messages
outside an organization.
• Such letters go to:
− Suppliers
− Government agencies
− Other businesses
− Customers
• A form letter mailed to consumers gets more attention than an e-mail does.
• Business letters are necessary when the situation

− Calls for a permanent record
− Requires confidentiality
− Calls for formality and sensitivity
− Favors a persuasive, well-considered presentation
Formatting Business Letters

• For business letters, block style is a popular format.
− In this style the parts of a letter—dateline, inside address, optional subject
line, body, and so on—are set flush left on the page.
− The letter is arranged on the page so that it is framed by white space.
− Most letters have margins of 1 to 1.5 inches.
• In preparing business letters, use ragged-right margins.
6-2
Typical Request, Response, and Instruction
Messages
6-2 Typical Request, Response, and Instruction
Messages (1 of 8)
When writing direct request messages, follow these guidelines:
Opening Body Closing
• Ask the most • Explain the request • Request a specific

important question. logically and action with an end
courteously. date.
• Express a polite
command. • Ask other questions if • Express
necessary. appreciation.
• State the main idea.
Messages (2 of 8)
Writing Requests
• When you write messages that request information or action and you think your
request will be received positively, frontload your message, which means start
with the main idea in the opening.
• Use the following organization when writing requests:
− Big Idea First
− Providing Details
− Closing with Appreciation and a Call for Action
Messages (3 of 8)
Responding to Requests
• When responding to requests, follow these guidelines:
− Subject line: Summarize the main information from your reply. (A subject line
is optional in letters.)
− Opening: Start directly by responding to the request with a summary
statement.
− Body: Provide additional information and details in a readable format.
− Closing: Add a concluding remark, summary, or offer of further assistance.
Messages (4 of 8)
Reacting to Customer Comments on Social Media
• Welcoming Customer Comments

− Customer reviews are opportunities for savvy businesses to improve their products
or services and may serve as a free and efficient crowdsourced quality-control
system.
− In the United States, 75 percent of consumers expected that businesses respond to
social media questions or complaints on the same day (31 percent), within an hour
(24 percent), or immediately (20 percent).
• Adopting Best Practices for Replying to Social Media Posts

− Marketers recommend responding to posts only when businesses can add value.
Messages (5 of 8)
• When reacting to customer comments on social media, follow these guidelines:

− Be positive.
− Be transparent.
− Be honest.
− Be timely.
− Be helpful.
Messages (6 of 8)
Composing Instruction Messages
• Instruction messages should clearly explain how to complete a task.
• When composing instruction messages, follow these guidelines:
− Subject line: Summarize the content of the message.
− Opening: Expand the subject line by stating the main idea concisely in a full
sentence.
− Body: List the steps in the order in which they are to be carried out. Arrange the
items vertically with numbers. Begin each step with an action verb using the
imperative (command) mood.
− Closing: Request a specific action, summarize the message, or present a closing
thought. If appropriate, include a deadline and a reason. If applicable, try to tie
following the instructions to benefits to the organization or individual.
Messages (7 of 8)
• The most effective way to list directions is to use command language that
requests an action, which is called the imperative mood.
• The imperative mood differs from the indicative mood in that it requests an
action, whereas the indicative mood describes a statement.
• See the examples below:
− Indicative mood: The contract must be signed immediately.
− Imperative mood: Sign the contract immediately.
Messages (8 of 8)
• Revising a Message Delivering Instructions

− Provide clear explanations.
§ Provide itemized and numbered the steps.
§ Begin steps with an action verb in the imperative (command) mood.
§ Use parallel language.
− Watch your tone.
§ Don’t dwell on past procedures and failures.
§ Avoid making accusations and fixing blame.
Knowledge Check 1
Fill in the Blank:
1. To ________________ your message means start with the main idea.

2. The most effective way to list directions is to use command language, which is
called the ________________.
3. The ________________ describes a statement.
4. When revising a message delivering instructions, it’s important to provide clear
explanations, and watch your ________________ .
6-3
Direct Claims and Complaints
6-3 Direct Claims and Complaints (1 of 8)
• When consumers must write to identify or correct a wrong, the message is

called a claim.
• When composing direct claims, follow these guidelines:
− Opening: Describe the desired action clearly.
− Body: Explain the claim, tell why it is justified, and provide details describing
the desired action.
− Closing: End pleasantly with a goodwill statement, and include an end date
and action request, if appropriate.
Stating a Clear Claim in the Opening

• Open your claim with a compliment, a point of agreement, a statement of the
problem, a brief review of action you have taken to resolve the problem, or a
clear statement of the action you want.
• You might expect a replacement, a refund, a new product, credit to your
account, correction of a billing error, free repairs, or cancellation of an order.
• When the remedy is obvious, state it immediately.
• When the remedy is less obvious, you might ask for a change in policy or
procedure or simply for an explanation.
Supporting a Claim
• In the body of a claim message, explain the problem and justify your request.
• Provide the necessary details so that the issue can be resolved without further
correspondence.
• Avoid becoming angry or trying to fix blame.
• State the facts logically, objectively, and unemotionally.
• Include copies of all pertinent documents such as invoices, sales slips, catalog
descriptions, and repair records.
• When service is involved, cite the names of individuals you spoke to and the dates of
calls.
• When an alternative remedy exists, spell it out.
Concluding With an Action Request

• End a claim message with a courteous statement that promotes goodwill and
summarizes your action request.
• If appropriate, include an end date.
• In making claims, act promptly. Delaying claims makes them appear less
important. Delayed claims are also more difficult to verify.
• By taking the time to put your claim in writing, you indicate your seriousness.
• Save a copy of your message, whether paper or digital.
Completing the Message and Revising

• When revising a direct claim:
− Temper the tone.
− Describe the problem objectively.
− Provide facts and figures.
− Specify exactly what you want done.
Posting Complaints and Reviews on Social Media

• Social listening involves data gathering to improve business strategy and
customer service by analyzing online chatter on social media platforms.
• Social media experts advise consumers to exhaust all other options for claims
and complaints with the company before venting online.
− Angry Posts Are Out of Your Control.
§ Consider whether people you respect and prospective employers would
approve.
§ Even anonymous posts can be traced back to the writer.
§ No workplace wants to be associated with off-color, racist, sexist, or
otherwise inappropriate comments in violation of company policy.
− Public Criticism Can Cost You

§ Businesses and professionals can take individuals to court for negative
comments online.
− Commenting Responsibly
§ A solid 36 percent of U.S. consumers always read user reviews when
researching a product category, and a whopping 82 percent check out
reviews of local businesses.
§ Your well-written complaint or review may help others.
• Follow these guidelines for writing online reviews and complaints:

− Establish your credibility.
− Consider the reach and permanence of posts.
− Check posting rules.
− Accept offers to help.
− Provide balanced reviews.
− Refuse payment for favorable critiques.
6-4
Adjustment Messages
6-4 Adjustment Messages (1 of 8)
• An adjustment is a written reply to a customer claim; the reply seeks to rectify

the wrong, regain customer confidence, and promote future business.
• Businesses make favorable adjustments to legitimate claims for two reasons.
− Contractual and tort law protects consumers for recovery of damages.
− Most organizations genuinely want to satisfy their customers and retain their
business.
• You have three goals in adjustment messages:

− Rectifying the wrong, if one exists
− Regaining the confidence of the customer
− Promoting further business
• Use the following writing plan to create a positive adjustment message.

− Subject line: Identify the previous correspondence and refer to the main
topic.
− Opening: Grant the request or announce the adjustment immediately.
− Body: Provide details about how you are complying with the request. Try to
regain the customer’s confidence. Apologize, if appropriate, but don’t admit
negligence.
− Closing: End positively with a forward-looking thought; express confidence
about future business relations. Include a sales promotion, if appropriate.
Avoid referring to unpleasantness.
Revealing Good News Up Front

• When writing an adjustment message:
− Present the good news immediately.
− Do not express anger.
− Avoid halfhearted or reluctant responses.
Explaining Compliance in the Message Body

• Use the body of the message to explain how you are complying with the claim.
• Seek to regain the customer’s trust.
• Explain what changes will be made, how the product is being improved, and/or
efforts to improve customer service.
• Avoid emphasizing negative words.
• Keep your message positive and upbeat.
Deciding Whether to Apologize

• Attorneys generally discourage apologies fearing that they will trigger lawsuits.
• Apology laws are laws passed by some states that allow an expression of
regret without fear that such a statement would be used as a basis for liability in
court.
• Some business writing experts advise against apologies, contending it reminds
the customer of the unpleasantness related to the claim.
• If apologizing seems natural, do so early and briefly.
Using Sensitive Language

• The language of adjustment messages must be particularly sensitive, because
customers are already upset. Here are some don’ts:
− Don’t use negative words or phrases.
− Don’t blame customers—even when they may be at fault.
− Don’t blame individuals or departments within your organization; it’s
unprofessional.
− Don’t make unrealistic promises; you can’t guarantee that the situation will
never recur.
Showing Confidence in the Closing

• End positively by expressing confidence that the problem has been resolved
and that continued business relations will result.
• You might:
− Mention the product in a favorable light
− Recommend a new product
− Express your appreciation for the customer’s business, or anticipate future
business
− Refer to the desire to be of service and to satisfy customers
Knowledge Check 2
True or False:
1. When a company receives a claim and decides to respond favorably, the

message is called an adjustment.
2. Effective adjustment messages lay blame; this means you should employ
negative language.
3. Apology laws allow an expression of regret without fear that such a statement
would be used as a basis for liability in court.
4. It is never okay to recommend a new product to a dissatisfied customer.
6-5
Goodwill Messages
6-5 Goodwill Messages (1 of 7)
• In expressing thanks, recognition, or sympathy, you should do so promptly, and

concentrate on the five Ss:
− Selfless. Focus the message solely on the receiver, not the sender.
− Specific. Mention specific incidents or characteristics of the receiver.
− Sincere. Let your words show genuine feelings.
− Spontaneous. Keep the message fresh and enthusiastic, and avoid canned
phrases.
− Short. Try to accomplish your purpose in only a few sentences.
Saying Thank You

• Letters of appreciation may be written to:
− Customers for their orders
− Hosts for their hospitality
− Individuals for kindnesses performed
− Employees for a job well done
− Customers who complain
• Expressing Thanks for a Gift

− Tell what the gift means to you using sincere, simple statements.
• Sending Thanks for a Favor
− Explain the importance of the gesture to you.
• Saying Thank-You for Hospitality
− Complement the fine food, charming surroundings, warm hospitality,
excellent host, and good company.
• Recognizing Employees for Their Contributions
− A letter that recognizes specific employee contributions makes the person
feel appreciated.
Replying to Goodwill Messages

• Answering a Congratulatory Note
− Keep it short and simple.
• Responding to Praise
− Use simple words in conveying your appreciation.
Expressing Sympathy and Condolences

• Commercial sympathy cards are less meaningful than personal notes.
• Conveying Sympathy
− Refer to the death or misfortune sensitively, using words that show you
understand what a crushing blow it is.
− In the case of a death, praise the deceased in a personal way.
− Offer assistance without going into excessive detail.
− End on a reassuring, forward-looking note.
• Handwritten letters seem more personal than typed messages.

• Writing Condolences
− Mention the loss tactfully.
− Recognize good qualities of the deceased.
− Assure the receiver of your concern.
− Offer assistance.
− Conclude on a reassuring note.
• Personal expressions of sympathy should be acknowledged by the recipient.
Using E-Mail for Goodwill Messages

• E-mail is acceptable if you frequently communicate with the receiver by e-mail
and if you are sure your note will not get lost in a cluttered inbox.
• Precede a phone call or a handwritten condolence message with an e-mail.
• E-mail messages are quickly gone and forgotten, while handwritten or printed
messages remain and can be savored.

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Chapter 6

Positive and Neutral

By the end of this chapter you should be able to:

• Most workplace messages convey positive or neutral information and include:

• For routine workplace messages:

Understanding Business Letters

• Business letters are necessary when the situation

Formatting Business Letters

When writing direct request messages, follow these guidelines:

Opening Body Closing

• Ask the most • Explain the request • Request a specific

Reacting to Customer Comments on Social Media

• Welcoming Customer Comments

• Adopting Best Practices for Replying to Social Media Posts

• When reacting to customer comments on social media, follow these guidelines:

• Revising a Message Delivering Instructions

Fill in the Blank:

1. To ________________ your message means start with the main idea.

• When consumers must write to identify or correct a wrong, the message is

Stating a Clear Claim in the Opening

Concluding With an Action Request

Completing the Message and Revising

Posting Complaints and Reviews on Social Media

− Public Criticism Can Cost You

• Follow these guidelines for writing online reviews and complaints:

• An adjustment is a written reply to a customer claim; the reply seeks to rectify

• You have three goals in adjustment messages:

• Use the following writing plan to create a positive adjustment message.

Revealing Good News Up Front

Explaining Compliance in the Message Body

Deciding Whether to Apologize

Using Sensitive Language

Showing Confidence in the Closing

1. When a company receives a claim and decides to respond favorably, the

• In expressing thanks, recognition, or sympathy, you should do so promptly, and

Saying Thank You

• Expressing Thanks for a Gift

Replying to Goodwill Messages

Expressing Sympathy and Condolences

• Handwritten letters seem more personal than typed messages.

Using E-Mail for Goodwill Messages

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