Routine Letters and Goodwill Messages: Mary Ellen Guffey, Business Communication

Routine Letters and Goodwill Messages
Chapter 9
Mary Ellen Guffey, Business Communication: Process and Product, 5e Copyright 2006
Write Business Letters

When corresponding with an outsider
When a permanent record is necessary

When formality is important
When a message is sensitive and requires an organized, well-considered presentation
Mary Ellen Guffey, Business Communication: Process and Product, 5e Ch. 9, Slide 2
Writing Process: Phase 1

Determine your purpose.
Visualize the audience.

Anticipate the reaction to your message.

Collect information.
Organize into a list or an outline.

Compose the first draft.

Revise for clarity and conciseness.
Proofread for correctness and format. Evaluate by putting yourself in the readers shoes.
The Direct Pattern

Frontload in the opening.
Explain in the body.

Be specific and courteous in the closing.
Frontloading in the Opening

Begin with the main idea. Tell immediately why you are writing.
Explaining in the Body

Present details that explain the request or response. Group similar ideas together.
Consider using graphic highlighting techniques.
Being Specific and Courteous in the Closing

For requests, specifically indicate the action you want taken and provide an end date (deadline), if appropriate.
For other direct letters, provide a courteous concluding thought.
Formatting Business Letters

Set side margins for 1 to 1 inches. Place the date 2 inches from the top or 1 blank line below the letterhead. Leave 2 to 7 blank lines between the date and inside address. Single-space within paragraphs and double-space between. Dont justify right margin.

Decide whether to use full block (all lines starting at the left margin) or modified block (date and closing lines starting at the center) letter style. Allow 3 blank lines between the complimentary close and the writers name.

Letterhead
5090 Katella Avenue Anaheim, CA 92642
Cypress Associates, Inc.
WEB: cypress@grid.com PHONE: (310) 329-4330 FAX: (310) 329-4259
2 inches from top of page
Dateline
May 18, 2006

2 to 7 blank lines
Inside Address
Ms. LaTonja Williams Health Care Specialists 2608 Fairview Road Costa Mesa, CA 92627
1 blank line
Salutation Subject Line
Dear Ms. Williams:

1 blank line
SUBJECT: FORMATTING BUSINESS LETTERS

1 blank line

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 1 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 datemore 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, the date and closing lines start at the center. For both styles the complimentary close is followed by 3 blank lines before the writers signature. Reference initials and enclosure notations, if used, appear in the lower left corner, as shown below.
So that you can see additional styles, Im sending our office style guide. I certainly hope this material is helpful to you and your assistants, Ms. Williams.
Complimentary Closing
1 blank line
Sincerely, Sharon Montoya

3 blank lines
Printed Name
Reference Initials
Sharon Montoya
1 blank line
SM:mef
Requesting Information and Action
Opening
Ask a question or issue a polite command (Will you please answer the following questions. . . ?). Avoid long explanations that precede the main idea.
Body
Explain your purpose and provide details. Express questions in parallel form. Number them if appropriate. To elicit the most information, use open-ended questions (What training programs do you recommend?) rather than yes-or-no questions (Are training programs available?). Suggest reader benefits, if possible.
Closing
State specifically, but courteously, the action you wish to be taken. Set an end date, if one is significant, and explain why. Avoid clich endings (Thank you for your cooperation). Show appreciation but use a fresh expression. Make it easy for the receiver to respond.
Routine Request
Before Version
Routine Request: Before Version
Dear Sir: Because we are one of the largest banking systems in the country, we receive hundreds of rsums from job candidates every day. We need help in sorting and ranking candidates by categories, such as job classification, education, work history, skill, and experience. Recently, I was reading WORKFORCE magazine, and the March issue has a story about your new software program called Resumix. It sounds fascinating and may be the answer to our problem. We would like more information about this program, which is supposed to read and sort rsums.
Routine Request: Before Version
In addition to learning if the program can sort candidates into the categories mentioned earlier, Im wondering if the program can read all the different typefonts and formats that candidates use on their rsums. Another important consideration for us is training and troubleshooting. If we need help with the program, would you supply it? Thank you for your cooperation. Sincerely,
Routine Request
After Version
Routine Request: After Version
Dear Product Manager: Please send me information about your Resumix software program, which I read about in the March issue of WORKFORCE magazine. We receive hundreds of rsums daily, and, frankly, we need assistance in processing them. Answers to the following questions would help us determine if Resumix could solve our problem.
1. In terms of fonts and formats, what kinds of rsums can your software read?
2. Can the program help us sort and rank candidates by
Routine Request: After Version
categories such as job classification, education, work history, skill, and experience? 3. How does your company provide training and troubleshooting service for your software? I would appreciate your response by April 1 so that we can study the program before the rush of job applications in June. Sincerely,
Order Letters
Opening
Use order language to identify the message (Please send by UPS the following items from your spring catalog).
Name the information source (the May 2 advertisement in the Daily News).
Body
List items vertically. Provide quantity, order number, complete description, unit price, and total price.
Prevent mistakes by providing as much information as possible.
Closing
Tell how you plan to pay for the merchandise.
Tell when you would like to receive the goods, and supply any special instructions. Express appreciation.
Direct Claim Letters
Opening
Describe what you want done immediately. When the remedy is obvious, state it briefly (Please send 12 copies of Model Memos to replace the copies of Business Proposals sent in error). When the remedy is less obvious, explain your goal (Please clarify your policy regarding reservations and late arrivals).
Body

Clarify the problem and justify your request. Provide details objectively and concisely. Dont ramble. Be organized and coherent. Avoid becoming angry or trying to fix blame. Include names of individuals and dates of previous actions.
Ch. 9, Slide 31
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Closing
End courteously with a tone that promotes goodwill. Request specific action, including end date, if appropriate. Note: Act promptly in making claims, and keep a copy of your message.
Direct Reply Letters
Subject Line
Consider including a subject line to identify the topic and any previous correspondence. Use abbreviated style, omitting articles (a, an, the).
Opening

Deliver the information the reader wants. When announcing good news, do so promptly.
Body

Explain the subject logically. Use lists, tables, headings, boldface, italics, or other graphics devices to improve readability. In letters to customers, promote your products and your organization.
Closing
Offer a concluding thought, perhaps referring to the information or action requested. Avoid clich endings (if you have any questions, do not hesitate to call). Be cordial.
Granting Claims
Opening
When approving a customers claim, announce the good news immediately. Avoid sounding grudging or reluctant.
Body
Strive to win back the customers confidence; consider explaining what went wrong (if you know). Concentrate on how diligently your organization works to avoid disappointing customers. Be careful about admitting responsibility; check with your boss or legal counsel first.
Ch. 9, Slide 40
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Body

Avoid negative language (trouble, neglect, fault). Dont blame customers even if they are at fault. Dont blame individuals or departments in your organization. Dont make unrealistic promises.
Closing
Show appreciation that the customer wrote. Extend thanks for past business. Refer to your desire to be of service.
Claim Response
Before Version
Claim Response: Before Version
Dear Mrs. Winston: Thank you for your letter of May 18 in which you complain that you are receiving two issues of Home Office each month. We have checked into the matter and ascertained that the misunderstanding resulted when you placed an order under the name of Mrs. Wendy Winston. You claim that this new subscription was made as part of your daughters magazine fund-raising program at her school. If this is true, please note that a computer cannot distinguish between your current subscription for Mrs. H.C. Winston and a new one for another name.
Claim Response: Before Version
But we think weve straightened the problem out. Were extending your subscription for 14 months. Thats a bonus of two issues to make up for the double ones youve received. However, we cant prevent you from receiving one or two more double issues. Sincerely,
Claim Response
After Version
Claim Response: After Version
Dear Mrs. Winston: Youre right, Mrs. Winston. Instead of starting a new subscription, we should have extended your current subscription to Home Office. Beginning in January, you will receive issues for 14 additional monthsa bonus of two free months. You may receive one or two more double issues, but youre not being charged for them. Please share them with your friends or neighbors. Although you ordered 12 months of Home Office, were giving you 14 monthsjust to let you know how important your satisfaction is to us. Cordially,
Letters of Recommendation
Opening
Name the candidate and position sought. State that your remarks are confidential. Describe your relationship with the candidate.
Body
Describe the applicants performance and potential. Strive to include statements about communication skills, organizational skills, people skills, ability to work with a team, etc. Include definite, task-related descriptions (She completed two 50page proposals instead of She works hard).
Body
Include negative statements only if they are objective and supported by facts.
Conclusion
If supportive, summarize candidates best points. Offer ranking of candidate (Of all the accountants I have supervised, she ranks in the top 10 percent). Offer to supply additional information if needed.
The Five Ss of Goodwill Messages

In expressing thanks, recognition, or sympathy:
Be selfless. Emphasize the receiver, not the sender. Be specific. Focus on specifics rather than generalities. Be sincere. Show your honest feelings by using unpretentious language.

Be spontaneous. Make the message sound natural, fresh, and direct. Avoid canned phrases. Keep the message short. Although goodwill messages may be as long as needed, they generally are fairly short.
Answering Congratulatory Messages

In answering congratulatory messages:
Send a brief note expressing your appreciation. Tell how good the message made you feel. Accept praise gracefully. Dont make belittling statements (Im not really all that good!).
End

Routine Letters and Goodwill Messages: Mary Ellen Guffey, Business Communication

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Routine Letters and Goodwill Messages

Write Business Letters

When a permanent record is necessary

When a message is sensitive and requires an organized, well-considered presentation

Writing Process: Phase 1

Visualize the audience.

Writing Process: Phase 2

Organize into a list or an outline.

Writing Process: Phase 3

The Direct Pattern

Explain in the body.

Frontloading in the Opening

Explaining in the Body

Consider using graphic highlighting techniques.

Being Specific and Courteous in the Closing

For other direct letters, provide a courteous concluding thought.

Formatting Business Letters

Formatting Business Letters

Formatting Business Letters

Cypress Associates, Inc.

WEB: cypress@grid.com PHONE: (310) 329-4330 FAX: (310) 329-4259

2 inches from top of page

May 18, 2006

Salutation Subject Line

Dear Ms. Williams:

SUBJECT: FORMATTING BUSINESS LETTERS

Formatting Business Letters

Formatting Business Letters

Sincerely, Sharon Montoya

Requesting Information and Action

Routine Request: Before Version

Routine Request: Before Version

Routine Request: After Version

Routine Request: After Version

Prevent mistakes by providing as much information as possible.

Direct Claim Letters

Mary Ellen Guffey, Business Communication: Process and Product, 5e

Direct Reply Letters

Mary Ellen Guffey, Business Communication: Process and Product, 5e

Claim Response: Before Version

Claim Response: Before Version

Claim Response: After Version

The Five Ss of Goodwill Messages

The Five Ss of Goodwill Messages

The Five Ss of Goodwill Messages

Answering Congratulatory Messages

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