Post on 11-Nov-2014
description
ES2002 Business Communication
Letter Writing: Organising
ES2002 Business Communication: Letter Writing: Organising 2
Three broad outline patterns
• Direct
• Indirect
• Persuasive
ES2002 Business Communication: Letter Writing: Organising 3
Direct approach
Used when you anticipate readers’ response to be positive or neutral.
ExamplesLetters that grant credit/requestsCongratulatory messagesLetters that acknowledge receipt of goods
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Direct approach: Opening
• Begin immediately with the main idea
• State purpose in the first paragraph
• Avoid slow starts
Dire
ct a
ppro
ach
Ope
ning
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Direct approach: Opening
Examples of 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-programdocumentation will be shipped to you within threeweeks.
Dire
ct a
ppro
ach
Ope
ning
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Direct approach: Middle
• Provide more information, details or supporting facts
• Ensure:• Accuracy• Completeness• Relevance• Logical presentation
Dire
ct a
ppro
ach
Mid
dle
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Direct approach: Closing
• State action required
• End with positive, friendly statement to build goodwill
Dire
ct a
ppro
ach
Clo
sing
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Direct approach
Most important idea
Supporting details or facts
Friendly/positive
statement
Opening
Middle
Close
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Indirect approach
Used when you anticipate readers’ response to be negative.
ExamplesLetters that turn down requests/invitationsLetters that terminate a business relationshipWarning letters
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Indirect approach: Opening
• Start with a buffer
… some kind of barrierthat helps cushion
the shock of thebad news
• Ensure buffer is• Neutral • Pleasant
Indi
rect
app
roac
hO
peni
ng
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Indirect approach: Opening
Examples of buffer statementsThank you for your interest in the clerical positionat XYZ Co. (Letter turning down a job applicant.)We have always enjoyed serving you as a customer. (Letter refusing a request)
Indi
rect
app
roac
hO
peni
ng
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Indirect approach: Middle
• Explain reasons behind the negative response
• State refusal briefly
Indi
rect
app
roac
hM
iddl
e
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Indirect approach: Middle
Explanation should be:
• Adequate
• Relevant and concise
• Believable• Provide plausible explanations• Avoid involved explanations• Avoid using “against company policy”
• Dignified
Indi
rect
app
roac
hM
iddl
e
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Indirect approach: Middle
Refusal should:
• Be brief
• Be de-emphasized
Indi
rect
app
roac
hM
iddl
e
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Indirect approach: Closing
Offer alternative solution, if possible
End with positive friendly statement
We regret that we have not been able to accede to yourrequest this time. However, should we be able to assist
you in the future, please contact us.
Indi
rect
app
roac
hC
losi
ng
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Indirect approach
ExplanationBad news
BufferOpening
Middle
ClosingPositive
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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Persuasive approach: Opening
Gain readers’ Attention
Per
suas
ive
appr
oach
Ope
ning
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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.
Express appreciation for the reader’s efforts
… Tritech would not have made it 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?
Emphasise newness of product/service
For the first time in Singapore, the new Toshiba AB123 …
Sales
Sales
Sales
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Persuasive approach: Middle(Non-sales letters)
• Win the readers’ Support Address readers’
concerns/questions/objections Emphasise reader benefits Highlight other positive outcomes
Per
suas
ive
appr
oach
Mid
dle
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Persuasive approach: Middle(Sales letters)
• Create Desire in Product/Service Emphasise key selling points Articulate reader benefits Show how product/service can
meet readers’ needs Introduce price attractively
Per
suas
ive
appr
oach
Mid
dle
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Persuasive approach: Closing
• Motivate Action State action
clearly/confidently Prompt for quick action End on positive note
Per
suas
ive
appr
oach
Clo
sing
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Persuasive approach
Non-sales letters Sales letters
Attract Attention
Win Support
Motivate Action
Attract Attention
Create Desire in Product/Service
Motivate Action
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Content Anticipated Approach Desired reaction
reaction
Good news Positive Direct Positive/neutral
or routine or neutral
Which approach?
Bad news or Negative Indirect Understanding
unfavourable
Requests for Indifferent or Persuasive Interested/service, money resistant Persuadedcooperation/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, andreal to the reader