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.
– Especially if your reader is not expecting to hear from you or is
not familiar with you or your company.
• 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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 Example

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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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 DO It!

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 Click to editDirect
Master Claims
title style
Occasionally things go wrong between a business
and its customers. For example, merchandise is lost
or broken during shipment, customers are
inaccurately billed for goods or services.
•Such situations are not routine for a business; for
most businesses, the routine practice is to fulfill
their customers’ expectations.
•Because claim messages are not about routine
circumstances and because they involve unhappy
news, many are written in the indirect approach.

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 Click to editDirect
Master Claims
title style
Nevertheless, there are some instances where
directness in writing a clam is appropriate, and for
this reason the direct claim is included in this
chapter.
•1. Using Directness for Claims: when writing a claim in
cases where you anticipate that the reader will grant an
adjustment of your claim, you may use the direct
approach (e.g., adjusting an incorrect charge to an
invoice).
•Be sure that when you write the claim, you keep your
tone objective and professional so that you preserve
your reader’s goodwill.
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 Click to editDirect
Master Claims
title style
• 2. Organizing the Direct Claim: because you
anticipate that the reader will willingly grant your
request, a direct claim begins with the claim, moves
to an explanation, and ends with a goodwill closing
• Beginning a Direct Claim: the direct claim should
open with just that-the direct claim.
• Explaining the Issue: the body of the direct claim
should provide the reader with any information he or
she might need to understand your claim.
• Providing a Goodwill Closing: your close should end
with an expression of goodwill.

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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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