Most business messages use a direct order.

The message begins with its most important point

and then moves to additional and supporting information. External audiences of a business
need certain kinds of information, presented as expeditiously as possible. So, direct messages
are vital for any business activity.
Each business has its own direct message types. In this chapter we will learn a general plan
for writing all messages of this type and we will adapt this plan to some other common
business situations.

PRELIMINARY ASSESMENT
Any message requires careful thinking about the situation, readers, and goals. We will begin
by assessing the readers probable reaction to what we have to say. If the reaction is negative,
we will follow a strategic organization plan. But if the reaction is positive or neutral, we will
directly get to the objective without delaying or conditioning words. The general plan for this
direct approach is mentioned below:

THE GENERAL DIRECT PLAN

Beginning with the Objective
We will begin with our objective. If we are seeking information, we will start by asking for it.
If we are giving information, we will start giving it. We will lead with our objective. In some
cases we might need to lead with brief orienting phrase, clause, or even sentence. Suppose, if
the reader is not familiar with us or our company, we will preface our main point with a few
words of background. But we will get to the main point as soon as possible.

Covering the Remaining Part of the Objective

Covering remaining part of the objective is important. If we can cover all of our objectives in
the beginning (as in an inquiry in which a single question is asked), nothing else is required.
But if additional questions, answers, or such are needed, we will cover them. We will cover
them systematically- probably by listing or paragraphing. We will cover everything that needs
to be covered.

Ending with Adapted Goodwill

We will end the message with some appropriate friendly comment. These final goodwill
words will receive the best reader reaction. There is nothing wrong with usual routine,
rubber-stamp expressions, but we will use individually tailored expressions that fits the one
case.

ROUTINE INQUIRIES
Choosing from Two Types of Beginnings
The objective of a routine inquiry is to ask for information. Routine inquiries appropriately
begin asking either of two types of questions:
1) It can be one of the specific questions to be asked. Preferably it should be a question
that sets up other questions.
2) The opening question could be a general request for information. The specific
question comes later.

Informing and Explaining Adequately

To help our reader answer our questions, we may need to add explanation and information. If
we do not explain enough or if we misjudge the readers knowledge, the readers task will be
difficult. We will place the explanation anywhere it fits logically. For messages with multiple
questions, we may need to add explanatory material with the questions. In that case, the
explanation fits best with the question to which it pertains.

Structuring the Questions

If our inquiry involves just one question, we can achieve our primary objective with the first
sentence. After necessary explanation and a few words of friendly closing comment, our
message is done. But for multiple questions, we will need to consider their organization.

We can make our questions stand out in a number of ways:

1) We can place each question in a separate sentence, because placing two or more
questions in a sentence de-emphasizes each and invites the reader to overlook some.
2) We can give each question a separate paragraph with explanation and comments
related to that particular question.
3) We can order or rank our questions with numbers. We can use words (first, second,
third, etc.), numerals (1, 2, 3, etc.) or letters (a, b, c, etc.). We can also provide the
reader with a convenient check and reference guide to answering.
4) We can use the question form of sentence.
We may want to avoid questions that can be answered with a simple yes or no. But there
are some exceptions. In those cases, we should question in different way.

Ending with Goodwill

We should end our inquiry with a friendly comment that fits the one case.

Reviewing the Order

Begin with the objective- either a specific question that sets up the entire
message or a general request for information.
Include necessary explanation- wherever it fits.
If a number of questions are involved, ask them.
Make the questions stand out (using bullets, numbering, paragraphing, question
form)
End with goodwill words adapted to the individual case.

GENERAL FAVORAVLE RESPONSES

Our primary goal is to tell our readers what they want to know. Because their reactions to our
goal will be favorable, directness is in order.

Beginning with the Answer

What the readers want, we need to place at the beginning. If there is one question, we need to
begin by answering that question. When it involves answering two or more questions, we
need to answer the most important.

Identifying the Message Bing Answered

Identification helps the reader recall or find the message being answered.

Logically Arranging the Answer

If we are answering just one question, we need to give the answer directly and completely.
If we are answering two or more questions, we may decide to arrange our answer by
paragraph, so that each stands out clearly. We may even number our answer, especially if our
reader numbered the questions.

Skillfully Handling the Negatives

When our response concerns some bad news along with the good news, we may need to
handle the bad news with care.
We should place the good news in position of high emphasis and the bad news in secondary
position. We can give less space to bad parts and more space to good parts. We need to use
positive words and avoid negative words that communicate the effect we want.

Closing Cordially
As in the other direct messages, our ending should be cordial, friendly words that fit the one
case.

Contrasting Illustrations
It includes

1)

An Indirect and Hurried Response: we only include the barest essentials in our

2)

messages. The result is brusque, hurried treatment.

Effectiveness in Direct Response: The better message beings directly with the most
favorable answer.