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Positive Replies: Good News and Neutral Messages

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Eng 209/WI

Hurley

Positive Replies: Good News and Neutral Messages


Good news messages convey good news for the reader. Neutral messages don't convey happy news, yet they are good news in that the reader will not be disappointed. These are messages that will be received favorably by our reader and use the direct approach. Good news letters use the Direct Approach. Since we know the reader will be glad to accept the message, we use the direct approach which states the good news up front. 1. begin with the main idea: the good news. 2. don't begin by introducing yourself or the reason why you're writing. That can come later. I. Main Idea: Initial Statement of Good News or Main Idea Positive opening telling the reader what s/he wants to hear first (credit granted, shipment sent, favor accepted, request granted) Courteous comment, appreciation for remittance/order, congratulations Verification of information: description, costs, quantity, charges, dates, delivery All needed details (answer all questions, including 5 Ws, give complete instructions, stress reader benefits, positive emphasis, helpful Resale material, with reader benefit, when appropriate (emphasize what company can do for the reader, give reader choices) Educational material (explain product use, legal aspects, confidentiality, directions for filling out forms, instructions) Sales promotion, if appropriate (give needed details on products and services) For Order Acknowledgments 1. Begin by expressing appreciation for the order and welcome the new customer. Describe the merchandise ordered in general terms. Indicate in your first sentence that you are fulfilling the reader's request. 2. In the body, provide all necessary educational information about the product. Give details of shipment, including approximate arrival time. Explain charges (shipping, insurance, credit charges, or discounts for quick payment). Provide Information about related products, and credit application, if appropriate. 3. In the closing, remind the reader of the benefits to be derived from the order.

II. Explanation, which may include:

Eng 209/WI

Hurley

For Favorable Responses to Claims and Adjustment Requests 1. Immediately state your willingness to honor the reader's claim, without negative comment. Accept your reader's account as entirely accurate unless good business reasons demand a different interpretation of some points. Thank the reader for taking the time to write. 2. In the body, explain how you will remedy the problem. Minimize or, if possible, omit any disagreements with your reader's interpretation of events. If appropriate, provide an objective, non-vindictive, impersonal explanation. Apologize only under extreme circumstances. Maintain a supportive tone through such phrases as "Thank you for;' "May we ask," Please let us know;" and "We are glad to work with you." Admit your firm's faults carefully. Avoid shifting the blame to others, implying general company inefficiency, and making unrealistic promises about the future. Be careful when handling the customer's role in producing the problem. 3. In the closing, remind the reader how you have honored the claim and clarify any actions that your reader must take. Encourage the customer to look favorably on your company or the product in question. Encourage the customer to continue buying other goods from you but avoid seeming greedy. Clarify any actions that your reader must take.

III. Positive, Friendly Closure

Appreciation to reader Clear statement of action desired; easy action (offer of further help, enclosed forms or envelope); Willingness to help further Forward look to future use of goods and services, Good wishes, compliment or request

Begin your letters effectively. Do not start letters with "I" or "We." End with a specific polite closure. Avoid "contact" when "call me" or "email me" are more precise. Credits Writing Routine, Good News, and Goodwill Messages PowerPoint presentation by Courtland Bovee, John Thill, and Barbara Schatzman, Business Communication Today Bovee and Thill, Business Communication Today M.E. Guffey, Essentials of Business Communication Kitty Locker, Business and Administrative Communication Leslie Munro Eng 209 Booklet

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