letter writing: organizing

ES2002 Business Communication

Letter Writing: Organising

ES2002 Business Communication: Letter Writing: Organising 2

Three broad outline patterns

• Direct

• Indirect

• Persuasive


Direct approach

Used when you anticipate readers’ response to be positive or neutral.

ExamplesLetters that grant credit/requestsCongratulatory messagesLetters that acknowledge receipt of goods


Direct approach: Opening

• Begin immediately with the main idea

• State purpose in the first paragraph

• Avoid slow starts

Dire

ct a

ppro

ach

Ope

ning


Direct approach: Opening

Examples of opening:

I will be honored to emcee the annual Chamber of Commerce banquet on 25 May at Westin Stamford.

The revised source code with the proper in-programdocumentation will be shipped to you within threeweeks.

Dire

ct a

ppro

ach

Ope

ning


Direct approach: Middle

• Provide more information, details or supporting facts

• Ensure:• Accuracy• Completeness• Relevance• Logical presentation

Dire

ct a

ppro

ach

Mid

dle


Direct approach: Closing

• State action required

• End with positive, friendly statement to build goodwill

Dire

ct a

ppro

ach

Clo

sing


Direct approach

Most important idea

Supporting details or facts

Friendly/positive

statement

Opening

Middle

Close


Indirect approach

Used when you anticipate readers’ response to be negative.

ExamplesLetters that turn down requests/invitationsLetters that terminate a business relationshipWarning letters


Indirect approach: Opening

• Start with a buffer

… some kind of barrierthat helps cushion

the shock of thebad news

• Ensure buffer is• Neutral • Pleasant

Indi

rect

app

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Indirect approach: Opening

Examples of buffer statementsThank you for your interest in the clerical positionat XYZ Co. (Letter turning down a job applicant.)We have always enjoyed serving you as a customer. (Letter refusing a request)

Indi

rect

app

roac

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Indirect approach: Middle

• Explain reasons behind the negative response

• State refusal briefly

Indi

rect

app

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hM

iddl

e



Explanation should be:

• Adequate

• Relevant and concise

• Believable• Provide plausible explanations• Avoid involved explanations• Avoid using “against company policy”

• Dignified

Indi

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app

roac

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Refusal should:

• Be brief

• Be de-emphasized

Indi

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app

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Indirect approach: Closing

Offer alternative solution, if possible

End with positive friendly statement

We regret that we have not been able to accede to yourrequest this time. However, should we be able to assist

you in the future, please contact us.

Indi

rect

app

roac

hC

losi

ng


Indirect approach

ExplanationBad news

BufferOpening

Middle

ClosingPositive

note


Persuasive approach

Used when you anticipate resistance or a lack of interest.

Examples are letters that ask readers to:•cooperate•put in extra work hours (non-sales•contribute a service letters)•make a donation•make a purchase (sales letters)


Persuasive approach: Opening

Gain readers’ Attention

Per

suas

ive

appr

oach

Ope

ning


Ways of capturing attention

Examples

Make the reader feel special

At Zidex, employees are our greatest asset.

... You have been selected for approved membership for our Gold Card.

Express appreciation for the reader’s efforts

… Tritech would not have made it through those tough times if not for your continued support and perseverance.

Focus on something of great concern to the reader

We want to ensure that the services that we offer will stay relevant.

Ask a question Don’t you want to provide your loved ones with the best things in life?

Emphasise newness of product/service

For the first time in Singapore, the new Toshiba AB123 …

Sales

Sales

Sales


Persuasive approach: Middle(Non-sales letters)

• Win the readers’ Support Address readers’

concerns/questions/objections Emphasise reader benefits Highlight other positive outcomes

Per

suas

ive

appr

oach

Mid

dle


Persuasive approach: Middle(Sales letters)

• Create Desire in Product/Service Emphasise key selling points Articulate reader benefits Show how product/service can

meet readers’ needs Introduce price attractively

Per

suas

ive

appr

oach

Mid

dle


Persuasive approach: Closing

• Motivate Action State action

clearly/confidently Prompt for quick action End on positive note

Per

suas

ive

appr

oach

Clo

sing


Persuasive approach

Non-sales letters Sales letters

Attract Attention

Win Support

Motivate Action

Attract Attention

Create Desire in Product/Service

Motivate Action


Content Anticipated Approach Desired reaction

reaction

Good news Positive Direct Positive/neutral

or routine or neutral

Which approach?

Bad news or Negative Indirect Understanding

unfavourable

Requests for Indifferent or Persuasive Interested/service, money resistant Persuadedcooperation/Sales letters


Points to note

Writing plans for the three approaches are just broad guidelines

Avoid sounding standardised / artificial

Plan each message for the specific reader’s needs

Your writing will remain interesting, sincere, andreal to the reader

letter writing: organizing

Business

anticipate readers response

persuasive approach

sales letters

direct approach

indirect approach

opening examples

examples letters

readers