Essentials of Business Communication 9e: Positive Messages

Chapter 6
Positive Messages
Essentials of
Business
Communication 9e
Mary Ellen Guffey & Dana Loewy

© 2013 Cengage Learning ● All Rights Reserved
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
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.)
CYPRESS ASSOCIATES, INC. WEB:
WEB:cypress@grid.com
cypress@grid.com
Letterhead 5090 Katella Avenue PHONE:
5090 Katella Avenue PHONE:(310)
(310)329-4330
329-4330
Anaheim, CA 92642
Anaheim, CA 92642 FAX:
FAX: (310) 329-4259
(310) 329-4259
2 inches from top of page
Dateline May
May18,
18,201x
201x
2 to 7 blank lines
Ms.
Ms.LaTonja
LaTonjaWilliams
Williams
Inside
Health
HealthCare
CareSpecialists
Address Specialists
2608
2608Fairview
FairviewRoad
Road
Costa
CostaMesa,
Mesa,CA
CA92627
92627 1 blank line
Salutation
Dear
DearMs.
Ms.Williams:
Williams: 1 blank line
Subject
Line Subject:
Subject: Formatting
FormattingBusiness
BusinessLetters
Letters 1 blank line
At
Atyour
yourrequest,
request,this
thisletter
letterillustrates
illustratesandandexplains
explains
business
business letter
letterformatting
formattingin inaanutshell.
nutshell.TheThemost
most
One blank line important
importantpoints
pointsto toremember
rememberare arethese:
these:
between
paragraphs 1.1.Set
Setmargins
marginsbetween
between11and and1½1½inches;
inches;most
mostword
word
processing
processingprograms
programsautomatically
automaticallyset setmargins
marginsatat11
inch.
inch.
2.2.Start
Startthe
thedate
date22inches
inchesfrom
fromthethetop
topedge
edgeofofthe
the
Numbered list
paper
paperoror11blank
blankline
linebelow
belowthe theletterhead,
letterhead,
for improved
readability whichever
whicheverposition
positionisislower.
lower.
3.3.Allow
Allowabout
about55lines
linesafter
afterthe
thedate—more
date—morelines linesfor
for
shorter
shorterletters
lettersandandfewer
fewerlines
linesfor
forlonger
longerones.
ones.
The
Thetwotwomost
mostpopular
popularletter
letterstyles
stylesare
areblock
blockand
and
modified
modifiedblock.
block.Block
Blockstyle,
style,with
withallalllines
linesbeginning
beginning
at
atthe
theleft,
left,causes
causesthe theleast
leasttrouble.
trouble.In Inmodified
modified
block-style
block-styleletters,
letters,
the
thedate
dateand
andclosing
closinglines
linesstart
startat
atthe
thecenter.
center.For
Forboth
both
styles
stylesthe
thecomplimentary
complimentaryclosecloseisisfollowed
followedby bythree
threeblank
blank
lines
linesbefore
beforethe
thewriter’s
writer’ssignature.
signature.Reference
Referenceinitials
initialsand
and
enclosure
enclosurenotations,
notations,ififused,
used,appear
appearin inthe
thelower
lowerleft
left
corner,
corner,asasshown
shownbelow.
below.
So
Sothat
thatyou
youcan
cansee
seeadditional
additionalstyles,
styles,I’m
I’msending
sendingour our
office
officestyle
styleguide.
guide.IIcertainly
certainlyhope
hopethisthismaterial
materialisishelpful
helpful
Complimentary
to
toyou
youand
andyour
yourassistants,
assistants,Ms.
Ms.Williams.
Williams.
Closing
Sincerely,
Sincerely,
3-4 blank lines
Printed Name
Sharon
Sharon Montoya
Montoya
and Title
Sharon
SharonMontoya
Montoya
Reference
Executive
ExecutiveDirector
Director 1 blank line
Initials SM:
SM:lef
lef 1 blank line
Enclosure
Enclosure
Organizational Strategies in
Business Messages
If pleased If mildly If neutral
interested
DIRECT PATTERN
Good News
or
Main Idea
Positive Business Messages
 Requests for information and action

 Replies to customers
 Explanations to fellow employees
 Instructions
 Direct claims and complaints

 Adjustments
 Goodwill messages
Writing Plan: Direct Requests
Opening Body Closing
 Ask the most important question first.

OR
 Express a polite command.

 Explain the request logically and

courteously.
 Ask other questions if necessary.

 Request a specific action with

an end date, if appropriate.
 Show appreciation.
Openings for Direct Requests
Weak Improved
I’ve been given the task Will you please answer

of locating a convention the following questions
site for my company’s regarding possible
meeting. I’ve checked a accommodations at the
number of places, and Hyatt Regency for a
your hotel looks possible. conference in May.
Weak Improved
My company is Please have a
interested in creating a representative visit
professional Facebook my company to
page. I noticed on your discuss creating a
Web site an offer to have professional

a representative visit Facebook page.
and discuss plans. We
are eager to have
someone visit us.
Weak Improved
I am conducting a What is the
training class for procedure for
students of photography ordering a copy of
at the Lincoln Training a photograph to be

Center, and I saw a used for training
picture we could use in purposes?
our program.
Closings for Direct Requests
Weak Improved
Thank you in We would appreciate

advance for any receiving answers to
information you can these questions before
provide. April 4 so that we will
have plenty of time to
plan our conference.
Weak Improved
Hoping to hear from Please call us at (213)
you at your earliest 457-2998 before April 4
convenience. to arrange an
appointment during the
week of April 10.
Thank you for your Your answers to these

cooperation. questions will help us
determine whether your
security system will meet
our needs. Thanks!
Writing Plan: Direct Responses
Subject
Opening
Opening Body
Line
Line
 Identify previous correspondence.

OR
 Summarize the main information from
your reply.
Subject
Opening
Opening Body
Line
Line
Directly respond to the request with a

summary statement.
Subject
Opening Body
Body Closing
Line
 End pleasantly.and
 Provide details, explanations,
additional information.
 Arrange the information logically.
 Promote your organization and its
products.
Subject
Opening Body
Body Closing
Line
 End pleasantly.
Close with one of the following:
 A concluding remark
 A summary
 An offer of further assistance
Openings for Direct Responses
Subject
Line
Weak Improved
Your June 30 e-mail Here are the answers

message has been to your questions
forwarded to me for about our Web site
reply. hosting services.
Subject
Line
Weak Improved
If I may be of We are confident that we

further assistance, can provide the highest
please do not level of security for your
hesitate to contact company’s network. Call
me. us today to feel more
secure tomorrow.
Writing Plan: Instructions
Subject
Opening
Opening Body
Line
Line
Summarize the content of the

message.
Subject
Opening
Opening Body
Line
Line
Expand the subject line by stating

the main sentence concisely in a full
sentence.
Subject
Opening Body
Body Closing
Line
 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.
Subject
Opening Body
Body Closing
Line
Request action, summarize the message,

or present a closing thought.
Commands for Instructions
Subject
Opening Body
Line
Weak Improved
The first step is to Complete the online

complete the online application first.
application.
Commands for Instructions
Subject
Opening Body
Line
Weak Improved
It is necessary to Provide your address

provide your and phone number.
address and phone
number.
Writing Plan: Claims, Complaints

 Describe clearly the problem.

OR
 Describe the desired action.
 Explain the claim.

 Tell why the claim is justified.

 Provide details about the action
requested.
 Include necessary documentation.
Opening Body
 End pleasantly with a goodwill

statement.
 Include an end date and action
request if appropriate.
Writing Plan: Adjustments
Subject
Opening
Line
 Identify previous correspondence.

 Make a general reference to the
main topic.
Subject
Opening Body
Line
Grant the request or announce the

adjustment immediately.
Subject
Line
 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.
Subject
Opening Body
Line
 End positively with a forward-looking thought.

 Express confidence in future business

dealings.
 Include resale or sales promotion if
appropriate.
Goodwill Messages
What do goodwill messages do?
 Express thanks
 Offer congratulations and
recognition
 Extend sympathy
The Five Ss
Be
Be
selfless.
selfless.
Keep
Keepthe
the Be
Be
message
message specific.
Tips specific.
short.
short. Tipsfor
forWriting
Writing
Goodwill
Goodwill
Messages
Messages
Be
Be Be
Be
spontaneous.
spontaneous. sincere.
sincere.
The Five Ss
Be
Be
selfless.
selfless.
Focus
Focusthe
themessage
message
solely
solelyon
onthe
thereceiver,
receiver,
not
notthe
thesender.
sender.
The Five Ss
Be
Be
Instead specific.
specific.
Insteadofofgeneric
genericstatements
statements
(You
(Youdid
didaagood
goodjob),
job),include
include
special
specialdetails
details(Your
(Yourmarketing
marketing
strategy
strategytototarget
targetkey
key
customers
customersproved
provedto tobe
be
outstanding).
outstanding).
The Five Ss
Show
Showyour
yourhonest
honestfeelings
feelings
with
withconversational,
conversational,
unpretentious
unpretentiouslanguage
language
(We’re
(We’reall
allvery
veryproud
proud
of
ofyour
youraward).
award).
Be
Be
sincere.
sincere.
The Five Ss
Strive
Striveto
tomake
makethethemessage
message
natural,
natural,fresh,
fresh,and
anddirect.
direct.
Avoid
Avoidcanned
cannedphrases
phrases(If (IfI Imay
maybe
be
of
ofservice,
service,please
pleasedo donot not
hesitate...).
hesitate...).
Be
Be
spontaneous.
spontaneous.
The Five Ss
Keep
Keepthe
the
message
message
short.
short. Remember
Rememberthat,that,although
although
they
theymay
maybe beas
aslong
long
as
asneeded,
needed,most
most
goodwill
goodwillmessages
messagesare are
fairly
fairlyshort.
short.
Benefits of Written Thank-You and
Congratulatory Messages
 Provide sincere thoughts

because few people take
time to write
 Provide tangible evidence that
can be used to support a

performance evaluation
 May be treasured over the
years
2
Expressing Thanks
Cover three points in gift thank-yous.
 Identify the gift.
 Tell why you appreciate it.
 Explain how you will use it.
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.
Expressing Thanks
Offer praise in expressing thanks for

hospitality. As appropriate, compliment the
following:
 Fine food
 Charming surroundings
 Warm hospitality
 Excellent host and
hostess
 Good company
Personalized Thank-You
Message
Dear
DearProfessor
Professorand
andMrs.
Mrs.Shelton:
Shelton:
Thanks
Thanksfor
forinviting
invitingthe
theother
othermembers
membersofofour
ourbusiness
businessclub
club
and
andme
meto
toyour
yourhome
homefor
fordinner
dinnerlast
lastSaturday.
Saturday.
The
Thewarm
warmreception
receptionyou
youand
andyour
yourwife
wifegave
gaveususmade
madethethe
evening
eveningveryveryspecial.
special.Your
Yourgracious
gracioushospitality,
hospitality,the
thedelicious
delicious
dinner
dinnerserved
servedin inaalovely
lovelysetting,
setting,and
andthe
thelively
livelydiscussion
discussion
following
followingdinner
dinnerall
allserved
servedto
tocreate
createan
anenjoyable
enjoyableevening
evening
that
thatIIwill
willlong
longremember.
remember.
We
Weappreciate
appreciatethe
theopportunity
opportunityyou
youprovided
providedfor
forus
usstudents
students
to
tobecome
becomebetter
betteracquainted
acquaintedwith
witheach
eachother
otherand
andwith
withyou.
you.
Sincerely,
Sincerely,
Offering Congratulations and
Recognition
When offering congratulations and
recognition:
 Be specific about what you are
congratulating the person for.
 Tell how you found out about

the news, if appropriate.
 Keep the focus entirely
on the reader.
Answering Congratulatory
Messages
Respond to congratulations.
 Send a brief note expressing your appreciation.
 Tell how good the message made you feel.
Accept praise gracefully.

Don't make belittling comments (I'm not really all
that good!) to reduce awkwardness or
embarrassment.
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 personal
characteristics (Howard was
a forceful but caring leader).
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.
“The first goal of writing is to have
one's words read successfully.”
-- Robert Brault, free-lance writer
END
Essentials of
Business
Communication 9e
Mary Ellen Guffey & Dana Loewy


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Chapter 6

Mary Ellen Guffey & Dana Loewy

 Convey formality, importance,

 Requests for information and action

 Direct claims and complaints

Opening Body Closing

 Ask the most important question first.

Opening Body Closing

 Explain the request logically and

Opening Body Closing

 Request a specific action with

Opening Body Closing

I’ve been given the task Will you please answer

Web site an offer to have professional

at the Lincoln Training a photograph to be

Opening Body Closing

Thank you in We would appreciate

week of April 10.

Thank you for your Your answers to these

 Identify previous correspondence.

Directly respond to the request with a

Your June 30 e-mail Here are the answers

If I may be of We are confident that we

Summarize the content of the

Expand the subject line by stating

 Divide the instructions into steps and list

in the order they should be carried out.

Request action, summarize the message,

The first step is to Complete the online

It is necessary to Provide your address

Opening Body Closing

 Describe clearly the problem.

Opening Body Closing

 Explain the claim.

 Tell why the claim is justified.

 End pleasantly with a goodwill

 Identify previous correspondence.

Grant the request or announce the

 Provide details about how you are

complying with the request.

 End positively with a forward-looking thought.

 Express confidence in future business

What do goodwill messages do?

 Provide sincere thoughts

can be used to support a

Be sincere in sending thanks for a favor.

Offer praise in expressing thanks for

 Tell how you found out about

Accept praise gracefully.

 For deaths, praise the deceased.

 Offer assistance. Suggest your availability,

receiver finds in friends, family, colleagues,

Mary Ellen Guffey & Dana Loewy

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