Summary of Ober Chapter 7
ROUTINE MESSAGES
I.
Planning the Routine Message
A. Most of the typical manager’s correspondence consists of
communicating about routine matters.
B. Message Styles:
1. Direct organizational plan

Use when the purpose of the message is to convey routine
information that the reader will already be interested in

Follow this order:
(1) State main idea
(2) Give explanation
(3) End with friendly closing

Example:
I am seeking information about the quantity discounts
available through the Church Distribution Services. I am the
bishop of a BYU ward and I would like to know specifically the
cost of ordering approximately 100 copies of Preach My Gospel.
Also, if there is a list of all items subject to a quantity discount,
would you please send that as well. Thank you in advance for
your reply.
2. Indirect organizational plan


Use for persuasive and bad-news messages
State the reasons before the major idea
C. Always include a descriptive subject line—no matter which medium
used (letter, interoffice memorandum, e-mail message)
D. There are times when routine messages are more effectively
delivered by telephone or in person. The message should be in
writing if:


II.
You need a permanent record of your message and/or the
reader’s response
The topic requires elaboration
Routine Requests
A. Definition of routine request = request is routine if you anticipate
that the reader will readily do as you ask without having to be
persuaded
B. Contents:
1. Major idea is presented first

In the first sentence or two

Use a direct question, statement, or polite request to
present the main idea
 Direct question: Does the Church Distribution Center
offer a quantity discount on Preach My Gospel?
 Statement: I understand that the Church Distribution
Services offers a quantity discount on Preach My
Gospel.
 Polite request: Would you please send me
information about the quantity discounts available
from the Church Distribution Services.

Polite request = statement phrased as a question out of
courtesy but takes a period instead of a question mark (e.g.,
“May I please have your answer by May 3.”)

Define clearly the type of response you want and phrase
your request to elicit that response; e.g.,
Not: Please explain the features of your Interact word
processing program.
But: Does your Interact word processing program
automatically number lines and paragraphs?

Ask as few questions as possible and never for information
you can reasonably get on your own
2. Explanation & details

You will usually have to give additional explanation or details
about your initial request

If possible, show how others benefit from your receiving the
requested information
3. Friendly closing



III.
Close by expressing appreciation for the assistance to be
provided
State and/or justify any deadlines
Offer to reciprocate, if appropriate
Routine Replies
A. Definition of routine reply = provide the information requested in a
routine request
B. Organize by using the direct organizational plan; thus,
put the good news up front
C. May use a form letter = letter with standardized wording
that is sent to different people. Consider using for answering
frequent requests
D. If there are enclosures, refer to them in the body of the
letter as well as add an enclosure notation at the bottom
of the letter
IV. Routine Requests and Replies Checklist
A. Routine Requests
 Present the major request in the first sentence or two
 Provide any needed explanation
 Phrase each question so that it is clear, is easy to answer, and
covers only one topic. Ask as few questions as possible, but if
several questions are necessary, number them and arrange
them in logical order
 If appropriate, incorporate reader benefits and promise
confidentiality

Close on a friendly note by expressing appreciation, justifying
any necessary deadlines, offering to reciprocate, or otherwise
making your ending personal and original
B. Routine Replies
 Answer promptly and graciously
 Grant the request or begin giving the requested information in
the first sentence or two
 Address all questions asked or implied; include additional
information or suggestions if that would be helpful
 Include subtle sales promotion if appropriate
 Consider developing a form letter for frequent requests
 Refer to any items you enclose with the letter, and insert an
enclosure notation at the bottom
 Close on a positive and friendly note, and use original wording
V.
Routine Claim Letters
A. Definition of claim letter = letter by a buyer to a seller
seeking some type of action to correct a problem with the seller’s
product or service

Different from a simple complaint letter because it requests
some type of adjustment

Is routine if you can reasonably anticipate that the reader will
comply with your request
 Example of routine claim letter: You ordered a shipment
of shoes for your store that were advertised at $23.50
each, and the wholesaler charged you $32.50 instead.
 Example of a non-routine claim letter: You ordered a
shipment of shoes for your store for $23.50 each, and
two days after shipment the wholesaler marked the price
down to $19.50. (Note: rather than writing a routine claim
letter, you might want to write a persuasive letter.
Persuasive letters are discussed in the next chapter.)
B. Tips:

Business courtesy suggests that you give the company’s order
department or customer relations department an opportunity to
solve the problem before addressing the letter to the company
president

Avoid emotional language and write in an impersonal style,
avoiding the use of the word you
 Not: I am disgusted at the way United Express cheated me
out of $12.50 last week. What a rip-off!
But: An overnight letter that I mailed on December 3 did not
arrive the next day, as promised by United Express.

After you have identified the problem, begin the explanation
(give as much background information as necessary)
 Not: I delivered this letter to you sometime in the early
afternoon on December 3. Although you promised to
deliver it by 3 p.m. the next day, you failed to do so.
But: As shown on the enclosed copy of my receipt, I
delivered this letter to United Express at 3:30 p.m. on
December 3. According to the sign displayed in the
office, any package received by 4 p.m. is guaranteed to
arrive by 3 p.m. the following business day.

If possible, say something positive about the company or its
products to make your letter appear reasonable
 According to the enclosed arrival receipt, my letter was
not delivered until 8:30 a.m. on December 5. Because
the letter contained material needed for a dinner meeting
on December 4, it arrived too late to be of any use. This
is not the type of on-time service I’ve routinely received
from United Express during the eight years I’ve been
using your delivery system.

Indicate what type of adjustment you expect
 I would appreciate your refunding my $12.50, thereby
reestablishing my confidence in United Express.
VI. Routine Adjustment Letters
A. Definition of adjustment letter = written to inform a
customer of the action taken in response to the
customer’s claim letter
B. Overall Tone

Use a gracious, trusting tone, giving the customer the benefit of
the doubt (do not use expressions such as “you allege that,” but,
rather, use more neutral wording such as “you state that”)

Not: Although our engineers do not understand how this
problem could have occurred if the directions had been
followed, we are nevertheless willing to repair your generator
free of charge.
But: We are happy to repair your generator free of charge.
Within ten days, a factory representative will call you to
schedule a convenient time to make the repair.
C. Good News First

Start with the good news (e.g., “A replacement copy is on its
way to you,” “We are refunding your payment,” etc.)

The details and background information will come later

Apologies:
 Not advised for small, routine claims that are promptly
resolved to the customer’s satisfaction, because it
tends to emphasize the negative
 If, however, the customer has been severely
inconvenienced or embarrassed and the company is
clearly wrong, a sincere apology would be in order
D. Explanation

Explain why the problem occurred and/or what steps
have been taken so it doesn’t recur

Avoid using negative language

Don’t hide behind “mistakes will happen” language

Build into your letter resale (i.e., build back the customer’s
confidence in you or your product) but do not promise that the
problem will never happen again
E. Positive, Forward-Looking Closing
VII.

Do not refer to the problem again

Employ language that implies a continuing relationship (e.g., “We
have enjoyed servicing your equipment for the past five years.”)
Routine Claim and Adjustment Letters Checklist
A. Routine Claim Letters





Write your claim letter promptly—as soon as you’ve identified a
problem
Strive for an overall tone of courtesy and confidence. If true and
relevant, mention something positive about the company or its
products somewhere in the letter
Begin the letter directly, identifying the problem immediately
Provide as much detail as necessary. Using impersonal language, tell
specifically what went wrong and how you were inconvenienced
If appropriate, tell what type of adjustment you expect—replacement,
repair, refund, or apology. End on a confident note
B. Routine Adjustment Letters








Respond promptly; your customer is already upset
Begin the letter directly, telling the reader immediately what
adjustment is being made
Adopt a courteous tone. Use neutral or positive language
If appropriate, thank the reader for writing, and apologize if the
customer has been severely inconvenienced or embarrassed because
of your company’s action
In a forthright manner, explain the reason for the problem in sufficient
detail to be believable, but don’t belabor the point. If appropriate,
briefly tell what steps you’ve taken to prevent a recurrence of the
problem
Provide information that reestablishes your customer’s confidence in
the product or your company. Be specific enough to be believable
If the customer was at fault, explain in impersonal and tactful language
the facts surrounding the case
Close on a positive note, implying customer satisfaction and the
expectation of a continuing relationship
VII. Goodwill Messages
A. Definition of a goodwill message = a message sent
strictly out of a sense of kindness and friendship (i.e., there is no
true business objective)
B. Is often superior to a phone call because it requires more effort and
thus makes more of an impression
C. General guidelines:

Be prompt
 The most meaningful messages are those received while
the reason for them is still fresh in the reader’s mind

Be direct
 State the major idea in the first sentence or two
 Even for sympathy notes, you may be direct since the
reader already knows the bad news, and, thus, you don’t
need to shelter him or her from it

Be sincere
 Avoid language that is too flowery or too strong
 Use a conversational tone
 Take special care to spell names correctly

Be specific
 If you are thanking or complimenting someone, mention a
specific incident or anecdote
 Personalize your message to avoid having it sound like a
form letter

Be brief
 Don’t need two pages (or, likely, even one full page) to
get your point across
 Often a personal note card is more appropriate than fullsized business stationery
 Do not use a subject line, except in an e-mail
D. Types of Goodwill Messages:
1. Congratulatory messages
 Send for major business achievements—receiving a
promotion, announcing a retirement, winning an award,
opening a new branch, etc.
2. Thank-you notes
 Handwritten are especially appreciated
 Consider sending a copy to the person’s superior
 Send whenever anyone does you a favor (e.g., gives you
a gift, writes a letter of recommendation for you, comes to
your support unexpectedly, gives a speech, appears on a
panel)
3. Sympathy notes
 Should be handwritten even if you use company
letterhead
 Begin with an expression of sympathy
 Mention some specific quality or personal reminiscence
about the deceased (if possible)
 Close with an expression of comfort
Interesting Side-Notes in the Chapter: Spotlight on Law and Ethics
Messages with Legal Implications:
--All messages carry certain legal implications
--E.g., if you knowingly write something false about a company that results in
damages to the company’s reputation or financial well-being, you are guilty of
libel
Writing a Letter of Recommendation:
1. Be fair—to yourself, to the prospective employer, to the applicant whom you’re
recommending, and to the other applicants for the same position.
2. Begin by giving the name of the applicant, the position for which the applicant
is applying, and the nature and length of your relationship with the applicant.
3. Label the information “confidential,” and state that you were asked to provide
this information.
4. Discuss only job-related traits and behaviors, be as objective as possible, and
support your statements with specific examples.
5. If writing a recommendation for a specific position, answer all questions asked
and gear your comments to the applicant’s qualifications for the particular job.
6. Present any negative information in such a way that the reader will perceive it
with the same degree of importance that you do.
7. Close by giving an overall summary of your evaluation.
Rejecting a Job Applicant:
1. Keep the letter short; the candidate is anxious to learn whether your decision
is yes or no.
2. Provide a short, supportive buffer, perhaps mentioning some specific positive
comment about the candidate’s resume or interview.
3. Indicate that another candidate was chosen (not that the reader was not
chosen), and briefly explain why.
4. Close on an off-the-topic note, perhaps thanking the reader for applying or
extending best wishes.
Writing a Personnel Evaluation:
1. Be fair—to yourself, to the employee, and to the organization.
2. Discus only job-related behaviors and traits.
3. Document any praise or criticism with specific examples. Avoid
exaggeration—either positive or negative.
4. Ensure that any negative information receives only the appropriate amount of
emphasis.
5. Emphasize the improvement aspect of the evaluation; that is, state specifically
what steps should be taken to improve performance.
6. Close with an overall summary of your evaluation or with a friendly, forwardlooking comment.
HOW WELL DID YOU UNDERSTAND THIS MATERIAL?
Can you define the following terms:
adjustment letter
claim letter
direct organizational plan
form letter
goodwill message
indirect organizational plan
polite request
routine reply
routine request