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Book Home > Table of Contents > Chapter Outline > Page 7
Chapter 7: Writing Routine, Good-News, and Goodwill Messages
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Summary of Learning Objectives
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| 1. | Apply the three-step writing process to routine positive messages.
Even though routine messages are usually short and simple, they benefit
from the three-step writing process. Planning routine messages may take
only a few moments to (1) analyze your purpose and audience, (2)
investigate your readers' needs and make sure that you have all the
facts to satisfy them, and (3) adapt your message through your choice
of medium and your "you" attitude. When writing routine messages, use
the direct approach, as long as your readers will be positive (or
neutral) and have minimal cultural differences. Completing routine
messages means making them as professional as possible by (1) revising
for clarity and conciseness; (2) selecting appropriate design elements
and delivery methods; and (3) careful proofreading. |
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| 2. | Illustrate the strategy for writing routine requests.
When writing a routine request, open by stating your specific request.
At the same time, avoid being abrupt or tactless: Pay attention to
tone, assume your audience will comply, avoid personal introductions,
end polite requests with a period, and be specific. Use the middle of a
routine request to justify your request and explain its importance.
Close routine requests by asking for specific action (including a
deadline as often as possible), and expressing goodwill. Be sure to
include all contact information so that your reader can respond easily. |
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| 3. | Discuss the differences among four types of routine requests.
Each type of routine request has distinguishing features. All start
with a statement of the main idea. But when placing orders, the body
includes columns for product information, just like any good order
blank. The close includes the delivery address, the preferred method of
shipment, and information about any enclosed payment. When the request
is for information or action, the middle explains or justifies your
request and the close specifies what you need and when you need it.
When the message is a claim or request for an adjustment, the middle
includes whatever facts your reader needs to verify your complaint. The
close requests a specific solution or conveys a sincere desire to find
one, and it suggests that future business depends on a satisfactory
resolution. In a request for a recommendation, the opening states the
position or award being applied for and, if necessary, recalls the
nature and dates of your relationship with the reader. The middle
refers to your résumé or includes information that would support a
recommendation, and the appreciative close includes the name and
address of the person to whom the recommendation will be sent. |
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| 4. | Explain the main differences in messages granting a claim when the company, the customer, or a third party is at fault.
In messages granting a claim, the explanatory section differs,
depending on who is at fault. If your company is at fault, avoid
reacting defensively, and be careful when referring to company errors.
Rather than placing blame, explain your company's efforts to do a good
job. Remember not to make any unrealistic promises or guarantees. If
your customer is at fault, you must help your reader realize what went
wrong so that it won't happen again and again. However, you don't want
to sound condescending, preachy, or insulting. If a third party is at
fault, you can honor the claim with no explanation, or you can honor
the claim and explain that the problem was not your fault. |
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| 5. | Outline how best to protect yourself when referring to a candidate's shortcoming in a recommendation letter.
When you find that you must refer to a candidate's shortcoming, stick
to the facts. Try to give your criticism in the context of a generally
favorable recommendation. Also ask yourself the following questions:
Does the person receiving this personal information have a legitimate
right to it? Does all the information I've presented relate directly to
the job/benefit being sought? Have I put the candidate's case as
strongly and as I honestly can? Have I avoided overstating the
candidate's abilities or otherwise misleading the reader? Have I based
all my statements on firsthand knowledge and provable facts? |
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| 6. | Clarify the importance of goodwill messages, and describe how to make them effective.
Goodwill messages are important for building relationships with
customers, colleagues, and other businesspeople. These friendly,
unexpected notes have no direct business purpose, but they make people
feel good about doing business with the sender. To make goodwill
messages effective, be honest and sincere. Avoid exaggerating, back up
compliments with specific points, and give restrained praise. |
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