LECTURE 6 GETTING TO THE POINT IN GOOD-NEWS AND NEUTRAL MESSAGES

1. LECTURE 6GETTING TO THE POINT IN GOOD-NEWS AND NEUTRAL MESSAGES CHAPTER 7 BUS 251

2. GOOD-NEWS AND NEUTRAL MESSAGES IN BUSINESS Messages that solve everyday business problems • Requesting information • Providing information • Announcing good news • Routine communication

3. DIRECT ORDER GOOD NEWS + NEUTRAL MESSAGES DIRECT ORDER

4. THE GENERAL DIRECT PLAN • Beginning with the objective. • Covering the remaining part of the objective. • Ending with goodwill.

5. ROUTINE INQUIRIES Choosing from 2 types of beginnings - • With a direct question or request, or • With a brief statement to orient the reader, followed by the request or question.

6. ROUTINE INQUIRIES Structuring the questions- If 2 or more questions are involved, make them stand out with • Bullets • Numbering • Paragraphing • Question form

7. FAVORABLE RESPONSES When responding to inquiries favorably, begin directly. • If the response contains only one answer, begin with it. • If it contains more than one answer, begin with a major one or a general statement indicating you are answering.

8. FAVORABLE RESPONSES • If both good and bad news answers are involved, give each answer the emphasis it deserves (subordinating the negative). • For extra goodwill effect, consider doing more than was asked. • End with appropriate cordiality

9. ORDER ACKNOWLEDGEMENTS & OTHER THANK-YOU MESSAGES Order acknowledgements- • Use the direct order: begin by thanking the reader for something specific (e.g., an order) Directness and goodwill building in order acknowledgements- • Continue with your thanks or with further information.

10. ORDER ACKNOWLEDGEMENTS & OTHER THANK-YOU MESSAGES Tact in order acknowledgements- • Use positive, tactful language to address vague or delayed orders. Strategies for other thank you messages- • If appropriate, achieve a secondary goal (e.g., reselling or confirming a mutual understanding) • Close with a goodwill-building comment, adapted to the topic of the message.

11. DIRECT CLAIMS • Examples- Lost or broken merchandise; customer inaccurately billed. • Write direct claims in situations where an adjustment will likely be granted. • Begin with a polite direct statement. • Keep your tone objective and professional so that you preserve your reader’s goodwill.

12. ORGANIZING THE DIRECT CLAIM • Beginning a direct claim- polite, direct statement. • Explaining the issue- the body should provide any information the reader needs to understand your claim. • Providing a goodwill closing- close with an expression of goodwill.

13. ADJUSTMENT GRANTS Granting adjustments are positive responses- use direct order. • Different from other direct-order messages as they involve a negative situation. • Open with what you are doing to correct the situation. • In the opening and throughout, emphasize the positive.

14. ADJUSTMENT GRANTS • Avoid negative words – trouble, damage, broken, etc. • Regain lost confidence with an explanation and/or assurance. • End with a goodwill comment. • Avoid recalling what went wrong.