Chapter 9
Routine Letters and
Goodwill Messages
BusinessrdCommunication: Process and Product
3 Brief Canadian Edition
Copyright © 2010
Positive Letters and Messages
The Writing
Process
Letter Structure
and Format
Typical Direct,
Positive Letters
The Five Ss of
Goodwill Messages
Copyright © 2010 Nelson Education Ltd.
Ch. 9, Slide 2
Understanding the Power of Business Letters
Business letters are powerful and
effective because they
 Produce a permanent record
 Maintain confidentiality
 Convey formality and
sensitivity
 Deliver a persuasive, wellconsidered message.
Copyright © 2010 Nelson Education Ltd.
Ch. 9, Slide 3
Applying the Writing Process
 Determine your purpose.
 Visualize the audience.
Prewriting  Predict the audience’s
reaction.
Analyze
Anticipate
 Consider ways to adapt your
message to achieve your goal.
Adapt
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Ch. 9, Slide 4
Applying the Writing Process
Writing
Research
Organize
Compose
 Collect information
 Choose the most effective
pattern of organization.
 Compose the first draft.
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Ch. 9, Slide 5
Applying the Writing Process
Revising
Edit
Proofread
Evaluate
 Revise for clarity and
conciseness.
 Proofread for correctness.
 Decide whether this
message will achieve its
purpose.
Copyright © 2010 Nelson Education Ltd.
Ch. 9, Slide 6
Analyzing the Structure of Positive Letters
Acadia Trading Co.
4340 Acadia Drive
Victorville, QC
819-357-1234
Opening
Body
Closing
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Ch. 9, Slide 7
Structure of Positive Letters: Opening
Acadia Trading Co.
4340 Acadia Drive
Victorville, QC
819-357-1234
Frontload in the opening.
 Begin with the main idea.
 Tell immediately why you
are writing.
Copyright © 2010 Nelson Education Ltd.
Ch. 9, Slide 8
Structure of Positive Letters: Body
Acadia Trading Co.
4340 Acadia Drive
Victorville, QC
819-357-1234
Explain in the body.
 Present details that explain the
request or response.
 Group similar ideas together.
 Include graphic highlighting to
spotlight main points.
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Ch. 9, Slide 9
Structure of Positive Letters: Closing
Acadia Trading Co.
4340 Acadia Drive
Victorville, QC
819-357-1234
Be specific and courteous
in the closing.
 For requests, tell specifically what
action you want taken and provide an
end date (deadline) if appropriate.
 For other routine letters, provide a
courteous, concluding thought.
Copyright © 2010 Nelson Education Ltd.
Ch. 9, Slide 10
Formatting Business Letters
CYPRESS ASSOCIATES, INC.
Letterhead
Dateline
9254 Stratham Drive
Edmonton, AB T6C 4E2
May 18, 2011
WEB: cypress@grid.com
PHONE: (403) 329-4330
FAX:
(403) 329-4259
5 cm from top of page
2 to 7 blank lines
Inside
Address
Salutation
Subject
Line
Ms. LaTonja Williams
Health Care Specialists
109 Dunning Crescent
Red Deer, AB T4R 2E2
Dear Ms. Williams:
1 blank line
Subject: Formatting Business Letters
1 blank line
Copyright © 2010 Nelson Education Ltd.
Ch. 9, Slide 11
At your request, this letter illustrates and explains
business letter formatting . The most important points to
remember are these:
1. Set margins between 2.5 and 4 cm; most word
processing programs automatically set margins at
2.5 cm.
Numbered
list for
improved
readability
One blank
line between
paragraphs
2. Start the date 5 cm 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 date—more 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 the least trouble. In modified block-style letters,
Copyright © 2010 Nelson Education Ltd.
Ch. 9, Slide 12
the date and closing lines start at the centre. For both
styles the complimentary close is followed by three blank
lines before the writer’s signature. Reference initials and
enclosure notations, if used, appear in the lower left
corner, as shown below.
So that you can see additional styles, I’m sending our
office style guide. I certainly hope this material is helpful
to you and your assistants, Ms. Williams.
Complimentary
Closing
Sincerely,
Sharon Montoya
Printed Name
and Title
Reference
Initials
Sharon Montoya
Executive Director
SM: mef
Enclosure
3 blank lines
1 blank line
1 blank line
Copyright © 2010 Nelson Education Ltd.
Ch. 9, Slide 13
Direct Requests for Information or Action
Opening
 Ask a question or issue a polite
command (Will you please answer the
following questions…).
 Avoid long explanations preceding the
main idea.
Copyright © 2010 Nelson Education Ltd.
Ch. 9, Slide 14
Direct Requests for Information or Action
Body
 Explain your purpose and provide detail.
 Express questions in parallel form. Number
or bullet them.
 To elicit the most information, use openended 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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Ch. 9, Slide 15
Direct Requests for Information or Action
Closing
 State specifically, but courteously, what
action is to be taken.
 Set an end date, if one is significant. Explain.
 Avoid cliché endings (Thank you for your
cooperation.) Show appreciation, but use a
fresh expression.
 Make it easy for receiver to respond.
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Ch. 9, Slide 16
Direct Claim Letters
Opening
 Immediately describe what you want done.
 When the remedy is obvious, state it briefly
(Please send 12 copies of Model Business Plans
to replace the 12 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.)
Copyright © 2010 Nelson Education Ltd.
Ch. 9, Slide 17
Direct Claim Letters
Body
 Explain the problem and justify your request.
 Provide details objectively and concisely.
 Don’t 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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Ch. 9, Slide 18
Direct Claim Letters
Closing
 End courteously with a tone that promotes
goodwill.
 Request specific action, including end date, if
appropriate.
Note: Act promptly in making claims, and
always keep a copy of your message.
Copyright © 2010 Nelson Education Ltd.
Ch. 9, Slide 19
Direct Reply Letters
Subject Line
 Consider including a subject line to identify
the topic and any previous correspondence.
 Use abbreviated style, omitting articles (a, an,
the).
Opening
 Deliver the information the reader wants.
 When announcing good news, do so promptly.
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Ch. 9, Slide 20
Direct Reply Letters
Body
 Explain the subject logically.
 Use lists, tables, headings, boldface,
italics, or other graphic devices to
improve readability.
 In letters to customers, promote
your products and your
organization.
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Ch. 9, Slide 21
Direct Reply Letters
Closing
 Offer concluding thought, perhaps
referring to the information or action
requested.
 Avoid cliché endings (If you have any other
questions, don’t hesitate to call).
 Be cordial.
Copyright © 2010 Nelson Education Ltd.
Ch. 9, Slide 22
Adjustment Letters
Opening
 When approving a
customer’s claim,
announce the good
news (adjustment)
immediately.
 Avoid sounding
grudging or reluctant.
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Ch. 9, Slide 23
Adjustment Letters
Body
 Strive to win back the customer’s confidence;
explain what went wrong (if you know).
 Apologize if it seems appropriate, but be careful
about admitting responsibility. Check with your
boss or legal counsel first.
 Concentrate on how diligently your
organization works to avoid disappointing
customers.
Copyright © 2010 Nelson Education Ltd.
Ch. 9, Slide 24
Adjustment Letters
Body (continued)
 Avoid negative language (trouble, regret, fault).
 Don’t blame the customers—even if they
are at fault.
 Don’t blame individuals or departments in
your organization. It sounds unprofessional.
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Ch. 9, Slide 25
Adjustment Letters
Closing
 Show appreciation that the customer
wrote to you.
 Consider expressing confidence that the
problem has been resolved.
 Thank the customer for past business.
 Refer to your desire to be of service.
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Ch. 9, Slide 26
The Five Ss of Goodwill Messages
Selfless
Short
Five Ss
Specific
of Goodwill
Messages
Spontaneous
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Sincere
Ch. 9, Slide 27
The Five Ss of Goodwill Messages
In expressing thanks, recognition, or
sympathy:
s
Be
elfless
Discuss the receiver,
not the sender.
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Ch. 9, Slide 28
The Five Ss of Goodwill Messages
In expressing thanks, recognition, or
sympathy:
s
Be
pecific
Cite specifics
rather than generalities.
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Ch. 9, Slide 29
The Five Ss of Goodwill Messages
In expressing thanks, recognition, or
sympathy:
S
Be
incere
Show your honest feelings
with unpretentious language.
Copyright © 2010 Nelson Education Ltd.
Ch. 9, Slide 30
The Five Ss of Goodwill Messages
In expressing thanks, recognition, or
sympathy:
S
Be
pontaneous
Make the message sound
natural, fresh, and direct.
Avoid canned phrases.
Copyright © 2010 Nelson Education Ltd.
Ch. 9, Slide 31
The Five Ss of Goodwill Messages
In expressing thanks, recognition, or
sympathy:
Keep it
Short
Although goodwill messages
may be as long as needed,
they generally are fairly short.
Copyright © 2010 Nelson Education Ltd.
Ch. 9, Slide 32
Answering Congratulatory Messages
 Send a brief note expressing your appreciation.
 Tell how good the message made you feel.
 Accept praise gracefully. Don’t make belittling
statements (I’m not really that good.)
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Ch. 9, Slide 33
End
Copyright © 2010 Nelson Education Ltd.
Ch. 9, Slide 34