Positive Messages

Despite new media forms, a business letter is still one of the most effective ways to transmit a message

Benefits-

•Produce a permanent record

•Confidential

•Carry a sense of formality

Direct Claims

Direct Claim Writing Plan-

1. Opening -- Clearly describe the problem, or what action you want the receiver to take.

2. Body – Explain your problem using details and facts to justify your request.

3. Closing – Summarize your request and be courteous in your ending.

Direct Replies

End the letter pleasantly and be cordial.

Logically arrange and explain the information.

Deliver the information the reader wants within the first sentence.

Start with a subject line to help the reader recognize the topic.

Adjustment Letter

Three Goals –

I. To rectify wrong

II. Regain confidence from customer

III. Promote future business and

goodwill

Writing Plan

Announce adjustment immediately, grant the

request.

Be positive and express confidence that the problem has been

resolved.

Provide information about compliance and rebuild customer confidence.

Goodwill MessagesGoodwill messages include messages

expressing thanks, recognition and sympathy. They should be written promptly.

When writing a goodwill message, focus on the five S’s

Selfless

Specific

Sincere

Spontaneous

Short

Negative Messages

Primary Goals

• Make the receiver understand the bad news.

• Help the receiver accept the bad news.

• Maintain a positive image of you and your organization.

Secondary Goalso Reduce bad feelings.o Convey fairnesso Eliminate future correspondence.

o Avoid creating legal liability.

Indirect Pattern

Buffer – Open with neutral statement that doesn’t mention bad news.

Reasons – Explain the causes of the bad news to show the matter was taken seriously

Bad News – Acknowledge the bad news without emphasizing it. Try to provide an alternative or compromise.

Closing – End with a friendly, forward looking statement.

Direct Pattern

Best used when the

receiver might overlook

the bad news, when

directness is preferred,

when firmness is

necessary, and when the

bad news isn’t damaging.

Strategies For Delivering Bad News

- Deal with problem immediately (phone, email)

- Send a follow up goodwill letter

Denying Claims

- Don’t blame customers

- Avoid “you” statements

- Use neutral, objective language

Dealing With Customers

Giving Bad News Personally

Gather all the information

Prepare and rehearse

Explain: past, present, future

Consider taking a partner

Think about timing

Be patient with the reaction

•When delivering bad news to a large number of employees, an inter office memo is best. Be honest and open when explaining the bad news.

Persuasive MessagesPersuasive messages follow a basic writing

plan…

Opening

• Capture Attention

• Describe Problem

• Suggest Benefits

• Offer Promise

Closing

• Motivate Action

• Ask for Particular Action

• Show Courtesy

Body

• Build Interest

• Explain Request

• Prove Merit

• Anticipate Objections

Sales and Marketing Messages

Attention•Offer•Benefit•Compliment•Fact•Product Feature•Personalized•Action Setting

Interest•Describe Benefits•Rational Appeal(saving money, increasing efficiency

•Emotional Appeal(status, ego ,sensual feelings

Desire•Testimonials•Guarantee/Warranty•Free Trial•Sample•Awards

Action•Offer Gift•Promise Incentives•Limit offer•Set Deadline•Guarantee Satisfaction

When composing a sales letter, follow the AIDA pattern

The basic principles used in traditional sales messages also work with email, though there are some differences

-shorter than direct mail

-feature colorful graphics

-occasionally have sound/video clips

Guidelines for an effective online sales message

*Craft a catchy subject line*Keep the main information “above the fold”

*Make the message short, conversational, and focused

*Convey urgency*Sprinkle testimonials throughout the email

*Provide a means for opting out

Selling By Email