Chapter 7

Getting to the
Point in Good-
News and Neutral
Messages

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 Click to edit
Direct Master
Order: Whentitletostyle
Use It?
• Direct Order-message starts with the most
important point and then moves into additional
supporting information.
• Determine the reader’s probable reaction—positive,
neutral, negative.
• If it is positive or neutral –use a Direct Order.
• If negative – use an Indirect Order (Next Chapter)

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 ThetoBasic
Click edit Format: Direct
Master title Order
style
• Begin with your objective
– State it immediately in the first sentence
– Or after a brief summary of background information.
• Cover the remaining part of the objective
– If there is more than one question, information you
are asking use points or paragraphs for each one.
• End with goodwill
– Conclude on a friendly note
– Might want to avoid some of the ‘rubberstamps’ we
discussed
– Get a personalized tone
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 Click to editTypes
Different Master
of title
Directstyle
Orders
• Direct Order
– Routine inquiries
– Favorable responses
– Adjustment grants
– Order Acknowledgements
– Operational communications

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 ClickRoutine
to edit Inquiries & Format
Master title style
Routine Inquiries are direct requests for information.
Ex: Following up on an advertisement, Checking
meeting availability with a client etc.
1. Focus directly on the objective. Choose from 2 types of
beginnings (general or specific)
2. Include necessary explanation- if required
3. If there is more than one inquiry- use bullet
points/numbers/paragraphs for each one
4. End with a goodwill- adapt words to individual cases

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 Favorable
Click Responses
to edit Master title&style
Format

Favorable Responses are positive answers to inquiries,

telling readers what they need to know. Ex: Responding
to a customer request for information.
1. Identify the message being answered—in the beginning or
subject line. (Since it is a response to another message)
2. Begin with the answer or state you are complying with the
request.
3. Logically answer the questions- If there is only one
question just answer that. If more than one then arrange
them.
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 Favorable
Click Response
to edit Master title&style
Format

4. Skillfully handle the negatives- Handle the bad

news with care, deemphasize it, do not put it in
the very beginning or end. Choose your words
carefully.
5. Consider including extras-Any additional
information that might be valuable, any
suggestions etc.
6. End with goodwill—a friendly comment,
catered individually.
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 Adjustment
Click Grants
to edit Master & style
title Format
Adjustment grants are when a company acknowledges
their error and corrects for it by giving the customer an
adjustment.
1.Begin with the good news directly- Overcome negative
impressions with positives.
2.Incidentally identify the message you are answering.
3.Do not bring up the situation being corrected
repeatedly.
4.Regain lost confidence- Give an explanation or talk
about the corrective action that will be taken or the
precautionary measures.
5.End with friendly, positive words.
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 Order
Click to Acknowledgement & Format
edit Master title style
Order Acknowledgements are sent to let people
know the status of their order.
1.Begin with a direct order- Let the reader know
what they are asking about.
2.Continue with providing information
3.If appropriate then achieve a secondary goal –
selling tactics
4.Close with goodwill and thanking for the order.

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 Operational Messages
Click to edit Master title style
The internal communications needed in a company’s
work. Usually sent between employees. Can range from
casual to highly formal.
– Casual
• Quick responses to immediate work needs
• Usually sent between peers
– Moderately formal
• More carefully constructed direct messages
• The messages that we looked at in this chapter
– Highly formal
• Messages about policies and procedures
• Formally written by superiors to subordinates or vice versa

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 Operational Messages
Click to edit Master title style
• Organize in the direct order.
• Choose the appropriate tone (casual,
moderately formal, or formal).
• Be clear and courteous.
• Order the information logically.
• Close in a way that builds goodwill.

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