chap5_students english good news message

8/2/2019 Chap5_students English Good News Message

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chapter

five

Begin directly when the news is good or routine.

Writing Good-News andNeutral Messages

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Overview

Preliminary Assessment

A General Direct Plan

Applications of the General Plan

Routine inquiries

General favorable responses

Adjustment grants

Order acknowledgments Direct claims

Operational communications

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Preliminary Assessment

Determine the readers probable reaction

positive, neutral, negative

If positive or neutral, directness usually

recommended

If negative, indirectness usually recommended

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The General Direct Plan

End with adapted goodwill.

Cover the remainder of the objective.

Start with the objective.

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The message plan:

Body

Closing

Opening

Directness for Routine Inquiries

Begin directly with the objective.

Either ask a specific question or

make a general request for the information.

Include any necessary explanation--wherever it fits(as a separate part of the message or worked inwith the questions).

If a number of questions are involved, give themstructure.

May number them. Make them stand out.

End with goodwill words--something appropriatethat fits the individual case.

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Routine Inquiry: Good Example

Dear Mr. Crifasi:

Will you please help us to serve you better by answering the followingquestions.

When you returned merchandise at our store recently,

1. Were you served promptly and courteously?2. Was the adjustment satisfactory and in accordance with your wishes?3. Did the salesperson offer to assist you in selecting othermerchandise?

Please provide your answers and comments at our website:

http://www.hobsons.com or simply send your response in the enclosedstamped and addressed envelope. We are most grateful for any feedbackyou provide.

Sincerely,

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http://www.hobsons.com/http://www.hobsons.com/


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Another good example

Dear Ms. Brown:

Will you please send me an itemized statement covering my account

for July.

According to my invoice file, the amount owed should be $2,374.27.

Your statement shows $2,833.74 owed. Perhaps you did not record the

$427.17 of merchandise returned on invoice no. 3211C late last week.

But even this possible error does not explain all of the difference.

I would appreciate your usual promptness in clearing up this matter.

Jane Adami, President

Two Sisters Antiques

[email protected]

Jessica Brown

Itemized statement for July


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Favorable Response: Bad Example

Dear Sir:

We are in receipt of your favor of April 12 in which you request that we

furnish you a copy of our current Baton Rouge directory with certain

notations and recommendations. In reply I wish to assure you that we

are very much interested in your proposed online directory of

Louisiana manufacturers and believe it is a project which should be

supported by Louisiana industry in every possible way.

In order to ascertain whether or not a particular manufacturer listed in

our directory is a producer or is only the sales agent for goodsmanufactured outside the State, it will be obviously necessary for us

to put a responsible and capable clerk on

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Favorable Response: Good Example

Mr. Andrews:Yes, well gladly help with your manufacturers directory, just as yourequested in your April 12 message.

To get the names and classifications up to the directory exactness,Mr. Joseph McLaughlin, of our own directory staff, has already

started a by-name check of each listed industry. He will labelcarefully the exact goods produced or processed; and he will markthe sales agents as such. You can expect his report by the 20th, Imsure.

Your completed online directory will certainly help Louisianaindustry get a measure of itself and will help to sell Louisiana as aripe field for many types of new enterprises. Well be glad to seethe finished product.

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The message plan:

Directness for

Adjustment Grants

Begin directly--with the good news.

Incidentally identify the message you areanswering.

Avoid or deemphasize negatives that recall the

situation being corrected.

Regain lost confidence through explanation orcorrective action.

End with friendly, positive words.

Body

Closing

Opening

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Adjustment Grant: Bad Example

Ms. McPhee:

We are very sorry that our product failed you. Normally, any item of clothing iscleaned safely, but in your case this did not happen.

We thoroughly examined the suit you returned to us. Our investigation showed

that the likely cause of the fading some kind of chemical being spilled on the suit,but we cant be sure. The problem, though, was definitely on our end and nofault of yours. We are definitely taking steps to ensure that this does not happenin the future.

We did credit your account for $321.40 and want you to know how sorry we arethat this happened. We truly value your business and hope that you want to do

business with us in the near future.Albert T. Hamm, ManagerConsumer Relations

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Adjustment Grant: Good Example

Ms. McPhee:

Crediting your account for $321.40 is Consorts way of assuring you that yoursatisfaction is very important to us.

Because we sincerely want to please, we thoroughly examined the suit youreturned to us. Our investigation showed that the likely cause of the fading wasaccidental contact with some form of chemical. We couldnt determine preciselywhat the chemical was or just how contact was made, but we suspect a liquidspill sometime after packaging either in our warehouse or during shipment. Suchunexpected happenings will occur in spite of our best precautions, but we arerelieved to know that Consorts reputation for quality fabrics and craftsmanship

remains excellent.We want you to know that we sincerely desire to serve you, and we look forwardto serving you with high-quality Consort suits in the years ahead.

Albert T. Hamm, ManagerConsumer Relations

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The message plan:

Directness for an Order

Acknowledgment

Give the status of order.

Include some goodwillacknowledging incidentally,

reselling, sales talk, or such. Include a thank you.

If there is a problem (vague order, back order),

report frankly, assuming some problems are

expected or Use a tactful approach to get needed information

on vague orders or to report back orders.

Close with adapted, friendly words.

Body

Closing

Opening

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Order Acknowledgement: Good Example

Mr. Cotton,By the time you receive this letter, you should have received the assorted pipe

you ordered July 15. As you requested, we shipped it by Zephyr Freight, and we

will bill you on the first.

The J-4 Kotter Pipe Joint Clamps have been a very popular item recently. We

have marked these clamps for rush shipment to you just as soon as our supplies

are replenished. Our plant foreman tells me that his people are working overtime

to catch up. He promises that we will have the clamps on the way to you no later

than August 12.

Thank you for giving us another opportunity to serve you with quality Kotter

products.

Krystal Benko

Office Manager

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The message plan:

Directness in Making Claims

with Routine Solutions

Begin directly. Tell what you need.

If too harsh, soften it with a bit of an explanation.

Explain the facts so the reader can understandthe claim.

End positivelyon a friendly but firm note.

Body

Closing

Opening

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Internal/Operational Communications

Quick responses toimmediate workneeds

Conversational butvery direct, frank

Casual More carefully constructed

direct messages

Conversational,straightforward butcourteous

Moderatelyformal

Messages about policies,procedures, or directives

Formally written by superiors tosubordinates

Highlyformal

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chap5_students english good news message

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