LECTURE 6

GETTING TO THE POINT IN GOOD-NEWS AND

NEUTRAL MESSAGES

CHAPTER 7
BUS 251
 GOOD-NEWS AND NEUTRAL MESSAGES IN
BUSINESS
Messages that solve everyday business problems
• Requesting information
• Providing information
• Announcing good news
• Routine communication
 DIRECT ORDER
GOOD NEWS + NEUTRAL MESSAGES

DIRECT ORDER
 THE GENERAL DIRECT PLAN

• Beginning with the objective.

• Covering the remaining part of the
objective.
• Ending with goodwill.
 ROUTINE INQUIRIES
Choosing from 2 types of beginnings -
• With a direct question or request, or
• With a brief statement to orient the reader,
followed by the request or question.
 ROUTINE INQUIRIES
Structuring the questions-
If 2 or more questions are involved, make them
stand out with
• Bullets
• Numbering
• Paragraphing
• Question form
 FAVORABLE RESPONSES

When responding to inquiries favorably, begin

directly.
• If the response contains only one answer, begin
with it.
• If it contains more than one answer, begin with
a major one or a general statement indicating
you are answering.
 FAVORABLE RESPONSES

• If both good and bad news answers are

involved, give each answer the emphasis it
deserves (subordinating the negative).
• For extra goodwill effect, consider doing more
than was asked.
• End with appropriate cordiality
 ORDER ACKNOWLEDGEMENTS & OTHER
THANK-YOU MESSAGES

Order acknowledgements-
• Use the direct order: begin by thanking the reader
for something specific (e.g., an order)
Directness and goodwill building in order
acknowledgements-
• Continue with your thanks or with further
information.
 ORDER ACKNOWLEDGEMENTS & OTHER
THANK-YOU MESSAGES
Tact in order acknowledgements-
• Use positive, tactful language to address vague
or delayed orders.
Strategies for other thank you messages-
• If appropriate, achieve a secondary goal (e.g.,
reselling or confirming a mutual understanding)
• Close with a goodwill-building comment,
adapted to the topic of the message.
 DIRECT CLAIMS

• Examples- Lost or broken merchandise;

customer inaccurately billed.
• Write direct claims in situations where an
adjustment will likely be granted.
• Begin with a polite direct statement.
• Keep your tone objective and professional so
that you preserve your reader’s goodwill.
 ORGANIZING THE DIRECT CLAIM
• Beginning a direct claim- polite, direct
statement.
• Explaining the issue- the body should provide
any information the reader needs to
understand your claim.
• Providing a goodwill closing- close with an
expression of goodwill.
 ADJUSTMENT GRANTS
Granting adjustments are positive responses- use
direct order.
• Different from other direct-order messages as
they involve a negative situation.
• Open with what you are doing to correct the
situation.
• In the opening and throughout, emphasize the
positive.
 ADJUSTMENT GRANTS
• Avoid negative words – trouble, damage,
broken, etc.
• Regain lost confidence with an explanation
and/or assurance.
• End with a goodwill comment.
• Avoid recalling what went wrong.