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Positive Messages

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Chapter 8

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Positive Messages

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The writing �process

Typical direct,�positive messages

Structure�and format

Responding to

customers online

Direct claims

and adjustment

Goodwill messages

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Positive Messages and �the Writing Process: Phase 1

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Prewriting

Analyze

Anticipate

Adapt

Identify your purpose.
Visualize the receiver.
Predict the receiver’s reaction.
Consider ways to adapt �your message to achieve your goal and save the reader time.
Consider the channel �to use.

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Positive Messages and �the Writing Process: Phase 2

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Collect information.
Choose the most effective pattern of organization.
Compose the first draft.

Drafting

Research

Organize

Draft

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Positive Messages and �the Writing Process: Phase 3

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Revise for clarity and conciseness.
Proofread for correctness.
Decide whether this message will provide feedback and achieve its purpose.

Revising

Edit

Proofread

Evaluate

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Correct Business Letter Format

Appearance and format reflect a writer’s carefulness and experience.
Block style is the most commonly used. The components include dateline, inside address, body, complimentary close—all �of which are set flush left on the page.
The letter is centred on page and framed by white space, using ragged-right margins.

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Direct Letter: Block Style

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Typical Request, Response, and Instruction Messages: Creating Request Messages

Opening

Start with the main idea; the most emphatic positions in a message are the opening and closing.
Ask a question or issue a polite command: Will you please answer the following questions …
Avoid long explanations preceding the main idea.

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Creating Request Messages (cont.)

Body

Explain your purpose and provide necessary detail.
Frame your questions logically.
Focus on reader benefits.
Express questions in parallel form. Number or bullet them.
To elicit the most information, use open questions (What training programs do you recommend?) rather than closed questions, which require a yes-or-no answer (Are training programs available?).

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Creating Request Messages (cont.)

Closing

State specifically, but courteously, what action is to be taken.
Set an end date, if one is significant. Explain.
Avoid trite and presumptuous endings (Thank you in advance for …). Show appreciation, but use a fresh expression.
Make it easy for receiver to comply with your request.

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“Before”—Ineffective Routine Request

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Dear Sir:

Because we are one of the largest banking systems in the country, we receive hundreds of résumés from job candidates every day. We need help in sorting and ranking candidates by categories, such as job classification, education, work history, skills, and experience.

Recently, I was reading a Workforce magazine article, and the March issue has a story about your new software program called ResumePro. 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 résumés.

�In addition to learning if the program can sort candidates into the categories mentioned earlier, I am wondering if the program can read all the different type fonts and formats that candidates use on their résumés. 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,

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Letter Revision: �Critical Thinking Questions

What is the purpose of the routine request?
What do you think the receiver’s reaction will be to this letter?
Should the letter be developed directly or indirectly? How is it currently developed?
What information should be included in the body? How could it be organized for improved readability?
How could the closing be worded to ensure that you get a response by a specific date?
How will you know whether the sender has communicated successfully?

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“After”—Improved Request

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Dear Resume Product Manager:

Please send me information about your ResumePro software program, which I read about in the March issue of Workforce magazine.

My company receives hundreds of résumés daily, and, frankly, we need help in processing them. Answers to the following questions would help us determine whether ResumePro could solve our problem.

1. In terms of fonts and formats, what kinds of résumés can your software program read?

2. Can the program help us sort and rank candidates by categories such as job classification, education, work history, skills, and experience?

3. How does your company provide training and trouble-shooting service for your software?

Thanks for answering these questions and for providing any other information about ResumePro. I would appreciate your response by April 1 so that we can study the program before the rush of job applications in June.

Sincerely,

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Responding to Requests

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.

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Responding to Requests (cont.)

Body

Supply explanations and additional information.
Check facts and figures carefully.
Use lists, tables, headings, boldface, italics, or other graphic devices to improve readability.
In letters to customers, promote your products and your organization.
Remember to use the “you” view.

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Responding to Requests (cont.)

Closing

Refer to the information provided or to its use.
Help the reader with specifics, if further action is required.
Offer concluding thought, perhaps referring to the information or action requested.
Avoid cliché endings: If you have any other questions, don’t hesitate to call.

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Responding to �Customer Comments Online

Respond in a way that benefits customers, prevents problems from snowballing, and reflects positively on the organization.
Embrace customer comments for opportunities to improve products and services.
Gain real-time feedback.

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Guidelines for Responding to �Online Posts

Be positive.

Respond in a friendly, professional tone.
Correct mistakes politely.
Do not argue, insult, or blame others.

Be transparent.

State your name and position.
Personalize your business.

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Guidelines for Responding to �Online Posts (cont.)

Be honest.

Own up to problems and mistakes.
Inform customers about when and how you will improve the situation.

Be timely.

Respond in less than 24 hours.

Be helpful.

Point users to valuable information.
Follow up with users when new information is available.

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Instruction Messages

Describe how to complete a task.
Use a straightforward, direct approach.
Explain why the procedure or instructions are necessary.
Use plain language and familiar words to describe the process.
Consider linking your instructions to reader benefits.

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Instruction Messages (cont.)

Divide instructions into steps.
List steps in the order they are to be carried out.
Arrange items vertically with numbers.
Begin each step with an action verb using the imperative (command) mood rather than the indicative mood.

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Direct Claims and Complaints

Opening

Use a compliment, point of agreement, statement of the problem, or a clear statement of what you want done.
When the remedy is obvious, state it immediately: Please correct an erroneous double charge of $59 to my credit card for LapLink migration software. I accidentally clicked the Submit button twice.
When the remedy is less obvious, explain your goal: Please clarify your policy regarding reservations and late arrivals.

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Direct Claims (cont.)

Body

Explain the problem and justify your claim.
Provide details objectively and concisely.
Don’t ramble. Be organized and coherent.
Avoid becoming angry or trying to fix blame.
Include names of individuals and dates of previous actions.

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Direct Claims (cont.)

Concluding a claim with an action request

End courteously with a tone that promotes goodwill and summarizes your action request.
Request specific action, including end date, if appropriate.

Note: Act promptly in making claims, and always keep a copy of your message.

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Posting Complaints and �Reviews Online

Establish your credibility.
Check posting rules.
Provide balanced reviews.
Consider the Web’s permanence.
Embrace transparency.
Accept offers to help.
Refuse payment for favourable critiques.

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Adjustment Messages

Opening

When approving a customer’s claim, announce the good news (adjustment) immediately.
Do not begin your letter with a negative statement.
Avoid sounding grudging or reluctant.

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Adjustment Messages (cont.)

Body

Explain how you are complying with the claim.
Strive to win back the customer’s confidence; explain what went wrong (if you know) and how it will be fixed.
Apologize if it seems appropriate, but be careful about admitting responsibility. Check with your boss or legal counsel first.
Focus on how the problem occurred and how you can prevent it in future.

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Adjustment Messages (cont.)

Body (continued)

Avoid negative language (trouble, regret, fault).
Don’t blame the customers—even if they are at fault.
Don’t blame individuals or departments in your organization. It sounds unprofessional.
Don’t make unrealistic promises you can’t keep.

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Adjustment Messages (cont.)

Closing

End positively by expressing confidence in the solution and product.
Show appreciation that the customer wrote �to you.
Express appreciation for the customer’s business.
Refer to your desire to be of service.

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Goodwill Messages

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Short

Sincere

Specific

Five Ss�of goodwill �messages

Selfless

Spontaneous

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Characteristics of Goodwill Messages

Selfless: Focus solely on the receiver.
Specific: Mention specific incidents or characteristics of the receiver.
Sincere: Show genuine feelings.
Spontaneous: Keep the message fresh and enthusiastic.
Short: Try to accomplish your purpose in only a few sentences.

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Saying Thank You

Open directly with the purpose of the message.
Ensure every sentence relates to the receiver and offers enthusiastic praise.
Make the letter sound warm and conversational by using contractions and the receiver’s name.

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Replying to Goodwill Messages

Helps form professional and personal bonds
Send a brief note expressing your appreciation.
Tell the receiver how good the message made you feel.
Accept praise gracefully. Avoid minimizing your achievements with comments suggesting you didn’t deserve the praise: I’m not really that good.

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Expressing Sympathy

Refer to death or misfortune sensitively, using words that convey understanding.
Praise the deceased in a personal way.
Offer assistance without going into excessive detail.
End on a reassuring, forward-looking note.
Write handwritten messages as appropriate.
Write e-mail messages only if you are sure the message won’t get lost.

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Summary of Learning Objectives

Understand the channels through which typical positive messages travel in the digital era, and apply the 3-x-3 writing process.
Compose direct messages to make requests, respond to inquiries online and offline, and deliver step-by-step instructions.

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Summary of Learning Objectives

Prepare contemporary messages that make direct claims and voice complaints, including those posted online.
Create adjustment messages to salvage a customer’s trust and promote further business.
Write special messages conveying kindness and goodwill.

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