ES2002 Business Communication

1. ES2002 Business Communication Letter Writing: Organising

2. Three broad outline patterns • Direct • Indirect • Persuasive ES2002 Business Communication: Letter Writing: Organising

3. Direct approach Used when you anticipate readers’ response to be positive or neutral. Examples Letters that grant credit/requests Congratulatory messages Letters that acknowledge receipt of goods ES2002 Business Communication: Letter Writing: Organising

4. Direct approach: Opening Opening • Begin immediately with the main idea • State purpose in the first paragraph • Avoid slow starts Direct approach ES2002 Business Communication: Letter Writing: Organising

5. Opening Direct approach: Opening Direct approach 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-program documentation will be shipped to you within three weeks. ES2002 Business Communication: Letter Writing: Organising

6. Middle Direct approach: Middle Direct approach • Provide more information, details or supporting facts • Ensure: • Accuracy • Completeness • Relevance • Logical presentation ES2002 Business Communication: Letter Writing: Organising

7. Direct approach: Closing Closing • State action required • End with positive, friendly statement to build goodwill Direct approach ES2002 Business Communication: Letter Writing: Organising

8. Direct approach Opening Most important idea Supporting details or facts Middle Friendly/ positive statement Close ES2002 Business Communication: Letter Writing: Organising

9. Indirect approach Used when you anticipate readers’ response to be negative. Examples Letters that turn down requests/invitations Letters that terminate a business relationship Warning letters ES2002 Business Communication: Letter Writing: Organising

10. Indirect approach: Opening Opening • Start with a buffer Indirect approach • Ensure buffer is • Neutral • Pleasant … some kind of barrier that helps cushion the shock of the bad news ES2002 Business Communication: Letter Writing: Organising

11. Opening Indirect approach: Opening Indirect approach Examples of buffer statements Thank you for your interest in the clerical position at XYZ Co. (Letter turning down a job applicant.) We have always enjoyed serving you as a customer. (Letter refusing a request) ES2002 Business Communication: Letter Writing: Organising

12. Indirect approach: Middle Middle Indirect approach • Explain reasons behind the negative response • State refusal briefly ES2002 Business Communication: Letter Writing: Organising

13. Middle Indirect approach: Middle Indirect approach • Explanation should be: • Adequate • Relevant and concise • Believable • Provide plausible explanations • Avoid involved explanations • Avoid using “against company policy” • Dignified ES2002 Business Communication: Letter Writing: Organising

14. Middle Indirect approach: Middle Indirect approach • Refusal should: • Be brief • Be de-emphasized ES2002 Business Communication: Letter Writing: Organising

15. Indirect approach: Closing Closing Offer alternative solution, if possible End with positive friendly statement Indirect approach We regret that we have not been able to accede to your request this time. However, should we be able to assist you in the future, please contact us. ES2002 Business Communication: Letter Writing: Organising

16. Indirect approach Opening Buffer Explanation Bad news Middle Positive note Closing ES2002 Business Communication: Letter Writing: Organising

17. 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) ES2002 Business Communication: Letter Writing: Organising

18. Persuasive approach: Opening Opening Gain readers’ Attention Persuasive approach ES2002 Business Communication: Letter Writing: Organising

19. Sales Sales Sales ES2002 Business Communication: Letter Writing: Organising

20. Middle Persuasive approach: Middle(Non-sales letters) Persuasive approach • Win the readers’ Support • Address readers’ concerns/questions/objections • Emphasise reader benefits • Highlight other positive outcomes ES2002 Business Communication: Letter Writing: Organising

21. Middle Persuasive approach: Middle(Sales letters) Persuasive approach • Create Desire in Product/Service • Emphasise key selling points • Articulate reader benefits • Show how product/service can meet readers’ needs • Introduce price attractively ES2002 Business Communication: Letter Writing: Organising

22. Persuasive approach: Closing Closing • Motivate Action • State action clearly/confidently • Prompt for quick action • End on positive note Persuasive approach ES2002 Business Communication: Letter Writing: Organising

23. Persuasive approach ES2002 Business Communication: Letter Writing: Organising

24. Which approach? Content Anticipated Approach Desired reaction reaction Good news Positive Direct Positive/neutral or routine or neutral Bad news or Negative Indirect Understanding unfavourable Requests for Indifferent or Persuasive Interested/ service, money resistant Persuaded cooperation/ Sales letters ES2002 Business Communication: Letter Writing: Organising

25. 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, and real to the reader ES2002 Business Communication: Letter Writing: Organising