ES2002 Business Communication
Letter Writing: Organising
Three broad outline patterns
• Direct
• Indirect
• Persuasive
ES2002 Business Communication: Letter Writing: Organising
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Direct approach
Used when you anticipate readers’
response to be positive or neutral.
Examples
Letters that grant credit/requests
Congratulatory messages
Letters that acknowledge receipt of goods
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• Begin immediately with the main
idea
• State purpose in the first
paragraph
• Avoid slow starts
ES2002 Business Communication: Letter Writing: Organising
Opening
Direct approach
Direct approach: Opening
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Examples of opening:
Opening
Direct approach
Direct approach: Opening
I will be honored to emcee the annual Chamber of
Commerce banquet on 25 May at Westin Stamford.
The revised source code with the proper in-program
documentation will be shipped to you within three
weeks.
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• Provide more information, details or
supporting facts
• Ensure:
•
•
•
•
Middle
Direct approach
Direct approach: Middle
Accuracy
Completeness
Relevance
Logical presentation
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• State action required
• End with positive, friendly
statement to build goodwill
ES2002 Business Communication: Letter Writing: Organising
Closing
Direct approach
Direct approach: Closing
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Direct approach
Opening
Most important idea
Supporting details
or facts
Middle
Close
Friendly/
positive
statement
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Indirect approach
Used when you anticipate readers’
response to be negative.
Examples
Letters that turn down requests/invitations
Letters that terminate a business relationship
Warning letters
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• Start with a buffer
• Ensure buffer is
• Neutral
• Pleasant
Opening
Indirect approach
Indirect approach: Opening
… some kind of barrier
that helps cushion
the shock of the
bad news
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Examples of buffer statements
Thank you for your interest in the clerical position
at XYZ Co. (Letter turning down a job applicant.)
We have always enjoyed serving you as a customer.
(Letter refusing a request)
ES2002 Business Communication: Letter Writing: Organising
Opening
Indirect approach
Indirect approach: Opening
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• Explain reasons behind the
negative response
• State refusal briefly
ES2002 Business Communication: Letter Writing: Organising
Middle
Indirect approach
Indirect approach: Middle
12
Explanation should be:
• Adequate
• Relevant and concise
• Believable
• Provide plausible explanations
• Avoid involved explanations
• Dignified
Middle
Indirect approach
Indirect approach: Middle
• Avoid using “against company policy”
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Refusal should:
• Be brief
• Be de-emphasized
ES2002 Business Communication: Letter Writing: Organising
Middle
Indirect approach
Indirect approach: Middle
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Offer alternative solution, if
possible
End with positive friendly
statement
Closing
Indirect approach
Indirect approach: Closing
We regret that we have not been able to accede to your
request this time. However, should we be able to assist
you in the future, please contact us.
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Indirect approach
Opening
Buffer
Explanation
Bad news
Middle
Closing
Positive
note
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Persuasive approach
Used when you anticipate resistance
or a lack of interest.
Examples are letters that ask readers to:
•cooperate
•put in extra work hours
(non-sales
•contribute a service
letters)
•make a donation
•make a purchase (sales letters)
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Gain readers’ Attention
ES2002 Business Communication: Letter Writing: Organising
Opening
Persuasive approach
Persuasive approach: Opening
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Ways of capturing
attention
Examples
Make the reader feel
special
At Zidex, employees are our greatest
asset.
... You have been selected for approved
membership for our Gold Card. Sales
Express appreciation for the … Tritech would not have made it
reader’s efforts
through those tough times if not for your
continued support and perseverance.
Focus on something of
great concern to the reader
We want to ensure that the services that
we offer will stay relevant.
Ask a question
Don’t you want to provide your loved
ones with the best things in life?
Sales
Emphasise newness of
product/service
Sales
For the first time in Singapore, the new
Toshiba AB123 …
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• Win the readers’ Support
 Address readers’
concerns/questions/objections
 Emphasise reader benefits
 Highlight other positive outcomes
ES2002 Business Communication: Letter Writing: Organising
Middle
Persuasive approach
Persuasive approach: Middle
(Non-sales letters)
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• Create Desire in Product/Service
 Emphasise key selling points
 Articulate reader benefits
 Show how product/service can
meet readers’ needs
 Introduce price attractively
ES2002 Business Communication: Letter Writing: Organising
Middle
Persuasive approach
Persuasive approach: Middle
(Sales letters)
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• Motivate Action
 State action
clearly/confidently
 Prompt for quick action
 End on positive note
ES2002 Business Communication: Letter Writing: Organising
Closing
Persuasive approach
Persuasive approach: Closing
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Persuasive approach
Non-sales letters
Sales letters
Attract Attention
Attract Attention
Win Support
Create Desire in
Product/Service
Motivate Action
Motivate Action
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Which approach?
Content
Anticipated
reaction
Approach
Desired
reaction
Good news
or routine
Positive
or neutral
Direct
Positive/neutral
Bad news or
unfavourable
Negative
Indirect
Understanding
Persuasive
Interested/
Persuaded
Requests for
Indifferent or
service, money resistant
cooperation/
Sales letters
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Points to note
Writing plans for the three approaches are just
broad guidelines
Avoid sounding standardised / artificial
Plan each message for the specific reader’s needs
Your writing will remain interesting, sincere, and
real to the reader
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