Chapter 9 Routine Letters and Goodwill Messages

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Chapter 9Routine Letters and Goodwill Messages

• David Gadish, Ph.D.

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Write Business Letters

• When corresponding with an outsider
• When a permanent record is necessary
• When formality is important
• When a message is sensitive and requires an
  organized, well-considered presentation

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Writing Process Phase 1

• Determine your purpose.
• Visualize the audience.
• Anticipate the reaction to your message.

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Writing Process Phase 2

• Collect information.
• Organize into a list or an outline.
• Compose the first draft.

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Writing Process Phase 3

• Revise for clarity and conciseness.
• Proofread for correctness and format.
• Evaluate by putting yourself in the readers
  shoes.

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The Direct Pattern

• Frontload in the opening.
• Explain in the body.
• Be specific and courteous in the closing.

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Frontloading in the Opening

• Begin with the main idea.
• Tell immediately why you are writing.

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Explaining in the Body

• Present details that explain the request or
  response.
• Group similar ideas together.
• Consider using graphic highlighting techniques.

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Being Specific and Courteous in the Closing

• For requests, specifically indicate the action
  you want taken and provide an end date
  (deadline), if appropriate.
• For other direct letters, provide a courteous
  concluding thought.

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Formatting Business Letters

• Set side margins for 1 to 1½ inches.
• Place the date 2 inches from the top or 1 blank
  line below the letterhead.
• Leave 2 to 7 blank lines between the date and
  inside address.
• Single-space within paragraphs and double-space
  between. Dont justify right margin.

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Formatting Business Letters

• Decide whether to use full block (all lines
  starting at the left margin) or modified block
  (date and closing lines starting at the center)
  letter style.
• Allow 3 blank lines between the complimentary
  close and the writers name.

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Formatting Business Letters
Salutation
Subject Line
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Formatting Business Letters

• At your request, this letter illustrates and
  explains business letter formatting in a
  nutshell. The most important points to remember
  are these
• 1. Set margins between 1 and 1½ inches most word
  processing programs
  automatically set margins at 1 inch.
• 2. Start the date 2 inches from the top edge of
  the paper or 1 blank line below the letterhead,
  whichever position is lower.
• 3. Allow about 5 lines after the datemore lines
  for shorter letters and fewer lines for longer
  ones.
• The two most popular letter styles are block and
  modified block. Block style, with all lines
  beginning at the left, causes

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Formatting Business Letters
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Requesting Information and Action
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Opening

• Ask a question or issue a polite command (Will
  you please answer the following questions. . .
  ?).
• Avoid long explanations that precede the main
  idea.

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Body

• Explain your purpose and provide details.
• Express questions in parallel form. Number them
  if appropriate.
• To elicit the most information, use open-ended
  questions (What training programs do you
  recommend?) rather than yes-or-no questions (Are
  training programs available?).
• Suggest reader benefits, if possible.

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Closing

• State specifically, but courteously, the action
  you wish to be taken.
• Set an end date, if one is significant, and
  explain why.
• Avoid cliché endings (Thank you for your
  cooperation). Show appreciation but use a fresh
  expression.
• Make it easy for the receiver to respond.

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Routine RequestBefore Version
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Routine Request Before Version
Dear Sir Because we are one of the largest
banking systems in the country, we receive
hundreds of résumés from job candidates every
day. We need help in sorting and ranking
candidates by categories, such as job
classification, education, work history, skill,
and experience. Recently, I was reading WORKFORCE
magazine, and the March issue has a story about
your new software program called Resumix. It
sounds fascinating and may be the answer to our
problem. We would like more information about
this program, which is supposed to read and sort
résumés.
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Routine Request Before Version
In addition to learning if the program can sort
candidates into the categories mentioned earlier,
Im wondering if the program can read all the
different typefonts and formats that candidates
use on their résumés. Another important
consideration for us is training and
troubleshooting. If we need help with the
program, would you supply it? Thank you for your
cooperation. Sincerely,
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Routine RequestAfter Version
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Routine Request After Version
Dear Product Manager Please send me information
about your Resumix software program, which I read
about in the March issue of WORKFORCE
magazine. We receive hundreds of résumés daily,
and, frankly, we need assistance in processing
them. Answers to the following questions would
help us determine if Resumix could solve our
problem. 1. In terms of fonts and formats, what
kinds of résumés can your software read? 2. Can
the program help us sort and rank candidates by
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Routine Request After Version
categories such as job classification, education,
work history, skill, and experience? 3. How does
your company provide training and troubleshooting
service for your software? I would appreciate
your response by April 1 so that we can study the
program before the rush of job applications in
June. Sincerely,
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Order Letters
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Opening

• Use order language to identify the message
  (Please send by UPS the following items from your
  spring catalog).
• Name the information source (the May 2
  advertisement in the Daily News).

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Body

• List items vertically.
• Provide quantity, order number, complete
  description, unit price, and total price.
• Prevent mistakes by providing as much information
  as possible.

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Closing

• Tell how you plan to pay for the merchandise.
• Tell when you would like to receive the goods,
  and supply any special instructions.
• Express appreciation.

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Direct Claim Letters
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Opening

• Describe what you want done immediately.
• When the remedy is obvious, state it briefly
  (Please send 12 copies of Model Memos to replace
  the copies of Business Proposals sent in error).
• When the remedy is less obvious, explain your
  goal (Please clarify your policy regarding
  reservations and late arrivals).

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Body

• Clarify the problem and justify your request.
• Provide details objectively and concisely.
• Dont ramble. Be organized and coherent.
• Avoid becoming angry or trying to fix blame.
• Include names of individuals and dates of
  previous actions.

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Closing

• End courteously with a tone that promotes
  goodwill.
• Request specific action, including end date, if
  appropriate.
• Note Act promptly in making claims, and keep a
  copy of your message.

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Direct Reply Letters
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Subject Line

• Consider including a subject line to identify the
  topic and any previous correspondence.
• Use abbreviated style, omitting articles (a, an,
  the).

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Opening

• Deliver the information the reader wants.
• When announcing good news, do so promptly.

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Body

• Explain the subject logically.
• Use lists, tables, headings, boldface, italics,
  or other graphics devices to improve readability.
• In letters to customers, promote your products
  and your organization.

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Closing

• Offer a concluding thought, perhaps referring to
  the information or action requested.
• Avoid cliché endings (if you have any questions,
  do not hesitate to call).
• Be cordial.

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Granting Claims
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Opening

• When approving a customers claim, announce the
  good news immediately.
• Avoid sounding grudging or reluctant.

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Body

• Strive to win back the customers confidence
  consider explaining what went wrong (if you
  know).
• Concentrate on how diligently your organization
  works to avoid disappointing customers.
• Be careful about admitting responsibility check
  with your boss or legal counsel first.

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Body

• Avoid negative language (trouble, neglect,
  fault).
• Dont blame customers even if they are at
  fault.
• Dont blame individuals or departments in your
  organization.
• Dont make unrealistic promises.

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Closing

• Show appreciation that the customer wrote.
• Extend thanks for past business.
• Refer to your desire to be of service.

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Claim ResponseBefore Version
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Claim Response Before Version
Dear Mrs. Winston Thank you for your letter of
May 18 in which you complain that you are
receiving two issues of Home Office each
month. We have checked into the matter and
ascertained that the misunderstanding resulted
when you placed an order under the name of Mrs.
Wendy Winston. You claim that this new
subscription was made as part of your daughters
magazine fund-raising program at her school. If
this is true, please note that a computer cannot
distinguish between your current subscription for
Mrs. H.C. Winston and a new one for another name.
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Claim Response Before Version
But we think weve straightened the problem out.
Were extending your subscription for 14 months.
Thats a bonus of two issues to make up for the
double ones youve received. However, we cant
prevent you from receiving one or two more double
issues. Sincerely,
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Claim ResponseAfter Version
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Claim Response After Version
Dear Mrs. Winston Youre right, Mrs. Winston.
Instead of starting a new subscription, we should
have extended your current subscription to Home
Office. Beginning in January, you will receive
issues for 14 additional monthsa bonus of two
free months. You may receive one or two more
double issues, but youre not being charged for
them. Please share them with your friends or
neighbors. Although you ordered 12 months of Home
Office, were giving you 14 monthsjust to let
you know how important your satisfaction is to
us. Cordially,
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Letters of Recommendation
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Opening

• Name the candidate and position sought.
• State that your remarks are confidential.
• Describe your relationship with the candidate.

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Body

• Describe the applicants performance and
  potential.
• Strive to include statements about communication
  skills, organizational skills, people skills,
  ability to work with a team, etc.
• Include definite, task-related descriptions (She
  completed two 50-page proposals instead of She
  works hard).

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Body

• Include negative statements only if they are
  objective and supported by facts.

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Conclusion

• If supportive, summarize candidates best points.
• Offer ranking of candidate (Of all the
  accountants I have supervised, she ranks in the
  top 10 percent).
• Offer to supply additional information if needed.

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The Five Ss ofGoodwill Messages
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The Five Ss ofGoodwill Messages

• In expressing thanks, recognition, or sympathy
• Be selfless. Emphasize the receiver, not the
  sender.
• Be specific. Focus on specifics rather than
  generalities.
• Be sincere. Show your honest feelings by using
  unpretentious language.

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The Five Ss ofGoodwill Messages

• Be spontaneous. Make the message sound natural,
  fresh, and direct. Avoid canned phrases.
• Keep the message short. Although goodwill
  messages may be as long as needed, they generally
  are fairly short.

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Answering Congratulatory Messages

• In answering congratulatory messages
• Send a brief note expressing your
  appreciation.
• Tell how good the message made you feel.
• Accept praise gracefully. Dont make
  belittling statements (Im not really all that
  good!).

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End