Chapter 6

Positive Messages

Essentials of
Business
Communication 9e

Mary Ellen Guffey & Dana Loewy

© 2013 Cengage Learning ● All Rights Reserved
 What are Positive Messages?
▪ Positive messages are routine; help workers
conduct everyday business.
▪ Simple requests for information or action.
▪ Replies to customers.
▪ Explanations to coworkers.
© 2013 Cengage Learning ● All Rights Reserved

▪ Other types of routine messages are

instructions, direct claims, and complaints.
▪ E-mails, memos, and letters are the channels
most frequently used.

Chapter 6, Slide 2
 Formatting Business Letters
The next three slides illustrate basic
information on proper placement and
formatting of business letters. (Refer to
Appendix A, Document Format Guide, for
more details on this topic.)
© 2013 Cengage Learning ● All Rights Reserved

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 6, Slide 3
 CYPRESS ASSOCIATES, INC. WEB: cypress@[Link]
Letterhead 5090 Katella Avenue PHONE: (310) 329-4330
Anaheim, CA 92642 FAX: (310) 329-4259
2 inches from top of page
Dateline May 18, 201x
2 to 7 blank lines

Ms. LaTonja Williams

Inside
Health Care Specialists
© 2013 Cengage Learning ● All Rights Reserved

Address
2608 Fairview Road
Costa Mesa, CA 92627 1 blank line
Salutation
Dear Ms. Williams: 1 blank line
Subject
Line
Subject: Formatting Business Letters 1 blank line

Chapter 6, Slide 4
 At your request, this letter illustrates and explains
business letter formatting in a nutshell. The most
One blank line important points to remember are these:
between
paragraphs 1. Set margins between 1 and 1½ inches; most word
processing programs automatically set margins at 1
inch.
2. Start the date 2 inches from the top edge of the
Numbered list
paper or 1 blank line below the letterhead,
© 2013 Cengage Learning ● All Rights Reserved

for improved
readability whichever position is lower.
3. Allow about 5 lines after the date—more lines for
shorter letters and fewer lines for longer ones.
The two most popular letter styles are block and modified
block. Block style, with all lines beginning at the left,
causes the least trouble. In modified block-style letters,

Chapter 6, Slide 5
 the date and closing lines start at the center. For both
styles the complimentary close is followed by three blank
lines before the writer’s signature. Reference initials and
enclosure notations, if used, appear in the lower left
corner, as shown below.
So that you can see additional styles, I’m sending our
office style guide. I certainly hope this material is helpful
Complimentary
to you and your assistants, Ms. Williams.
© 2013 Cengage Learning ● All Rights Reserved

Closing
Sincerely,

Printed Name
Sharon Montoya 3-4 blank lines

and Title
Sharon Montoya
Reference
Executive Director
1 blank line
Initials
Enclosure 1 blank line

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 6, Slide 6
 Organizational Strategies in
Business Messages
If pleased If mildly If neutral
interested

DIRECT PATTERN
© 2013 Cengage Learning ● All Rights Reserved

Good News
or
Main Idea

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 6, Slide 7
 Positive Business Messages

▪ Requests for information and action.

▪ Replies to customers.
▪ Explanations to fellow employees.
▪ Instructions.
© 2013 Cengage Learning ● All Rights Reserved

▪ Direct claims and complaints.

▪ Adjustments.
▪ Goodwill messages.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 6, Slide 8
 Writing Plan: Direct Requests

Opening Body Closing

▪ Ask the most important question first.

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OR
▪ Express a polite command.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 6, Slide 9
 Writing Plan: Direct Requests

Opening Body Closing

© 2013 Cengage Learning ● All Rights Reserved

▪ Explain the request logically and

courteously.
▪ Ask other questions if necessary.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 6, Slide 10
 Writing Plan: Direct Requests

Opening Body Closing

© 2013 Cengage Learning ● All Rights Reserved

▪ Request a specific action with

an end date, if appropriate.
▪ Show appreciation.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 6, Slide 11
 Openings for Direct Requests

Opening Body Closing

Weak Improved
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I’ve been given the task Will you please answer

of locating a convention the following questions
site for my company’s regarding possible
meeting. I’ve checked a accommodations at the
number of places, and Hyatt Regency for a
your hotel looks possible. conference in May.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 6, Slide 12
 Openings for Direct Requests

Weak Improved
My company is Please have a
interested in creating a representative visit
professional Facebook my company to
© 2013 Cengage Learning ● All Rights Reserved

page. I noticed on your discuss creating a

Web site an offer to have professional
a representative visit Facebook page.
and discuss plans. We
are eager to have
someone visit us.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 6, Slide 13
 Openings for Direct Requests

Weak Improved
I am conducting a What is the
training class for procedure for
students of photography ordering a copy of
© 2013 Cengage Learning ● All Rights Reserved

at the Lincoln Training a photograph to be

Center, and I saw a used for training
picture we could use in purposes?
our program.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 6, Slide 14
 Closings for Direct Requests

Opening Body Closing

Weak Improved
© 2013 Cengage Learning ● All Rights Reserved

Thank you in We would appreciate

advance for any receiving answers to
information you can these questions before
provide. April 4 so that we will
have plenty of time to
plan our conference.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 6, Slide 15
 Closings for Direct Requests
Weak Improved
Hoping to hear from Please call us at (213)
you at your earliest 457-2998 before April 4
convenience. to arrange an
appointment during the
© 2013 Cengage Learning ● All Rights Reserved

week of April 10.

Thank you for your Your answers to these

questions will help us
cooperation.
determine whether your
security system will meet
our needs. Thanks!
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 6, Slide 16
 Writing Plan: Direct Responses

Subject
Subject
Opening
Opening Body
Body Closing
Line
Line

▪ Summarize the main information from

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your reply.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 6, Slide 17
 Writing Plan: Direct Responses

Subject
Subject
Opening
Opening Body
Body Closing
Line
Line
© 2013 Cengage Learning ● All Rights Reserved

Directly respond to the request with a

summary statement.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 6, Slide 18
 Writing Plan: Direct Responses

Subject
Opening Body
Body Closing
Closing
Line

▪ Provide details, ▪explanations,

End pleasantly. and
© 2013 Cengage Learning ● All Rights Reserved

additional information.
▪ Arrange the information logically.
▪ Promote your organization and its
products.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 6, Slide 19
 Writing Plan: Direct Responses

Subject
Opening Body
Body Closing
Closing
Line

▪ End pleasantly.
Close with one of the following:
© 2013 Cengage Learning ● All Rights Reserved

▪ A concluding remark.
▪ A summary.
▪ An offer of further assistance.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 6, Slide 20
 Openings for Direct Responses

Subject
Opening Body Closing
Line

Weak Improved
© 2013 Cengage Learning ● All Rights Reserved

Your June 30 e-mail Here are the answers

message has been to your questions
forwarded to me for about our Web site
reply. hosting services.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 6, Slide 21
 Closings for Direct Requests

Subject
Opening Body Closing
Line

Weak Improved
© 2013 Cengage Learning ● All Rights Reserved

If I may be of We are confident that we

further assistance, can provide the highest
please do not level of security for your
hesitate to contact company’s network. Call
me. us today to feel more
secure tomorrow.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 6, Slide 22
 Writing Plan: Instructions

Subject
Subject
Opening
Opening Body
Body Closing
Line
Line
© 2013 Cengage Learning ● All Rights Reserved

Summarize the content of the

message.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 6, Slide 23
 Writing Plan: Instructions

Subject
Subject
Opening
Opening Body
Body Closing
Line
Line
© 2013 Cengage Learning ● All Rights Reserved

Expand the subject line by stating

the main sentence concisely in a full
sentence.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 6, Slide 24
 Writing Plan: Instructions

Subject
Opening Body
Body Closing
Closing
Line

▪ Divide the instructions into steps and list

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in the order they should be carried out.

▪ Arrange items in a numbered list.
▪ Begin each step with an action verb.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 6, Slide 25
 Writing Plan: Instructions

Subject
Opening Body
Body Closing
Closing
Line
© 2013 Cengage Learning ● All Rights Reserved

Request action, summarize the message,

or present a closing thought.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 6, Slide 26
 Commands for Instructions

Subject
Opening Body Closing
Line
© 2013 Cengage Learning ● All Rights Reserved

Weak Improved
The first step is to Please complete the
complete the online online application
application. first.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 6, Slide 27
 Commands for Instructions

Subject
Opening Body Closing
Line

Weak Improved
© 2013 Cengage Learning ● All Rights Reserved

It is necessary to Please provide your

provide your address and phone
address and phone number.
number.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 6, Slide 28
 Writing Plan: Claims, Complaints

Opening Body Closing

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▪ Describe clearly the problem.

OR
▪ Describe the desired action.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 6, Slide 29
 Writing Plan: Claims, Complaints

Opening Body Closing

▪ Explain the claim.

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▪ Tell why the claim is justified.

▪ Provide details about the action
requested.
▪ Include necessary documentation.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 6, Slide 30
 Writing Plan: Claims, Complaints

Opening Body Closing

▪ End pleasantly with a goodwill

© 2013 Cengage Learning ● All Rights Reserved

statement.
▪ Include an end date and action
request if appropriate.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 6, Slide 31
© 2013 Cengage Learning ● All Rights Reserved
 Writing Plan: Adjustments

▪ When a company receives a claim and decides

to respond favorably, the message is called an
adjustment.
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▪ Most businesses make adjustments promptly:

they replace merchandise, refund money,
extend discounts, send coupons, and repair
goods.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 6, Slide 33
 Writing Plan: Adjustments

▪ You have three goals in adjustment messages:

▪ Rectifying the wrong, if one exists.

▪ Regaining the confidence of the customer.

© 2013 Cengage Learning ● All Rights Reserved

▪ Promoting further business.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 6, Slide 34
 Writing Plan: Adjustments

Subject
Opening Body Closing
Line
© 2013 Cengage Learning ● All Rights Reserved

▪ Identify previous correspondence.

▪ Make a general reference to the
main topic.
▪ Example: Your May 15 Letter About
Your Purchase Order.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 6, Slide 35
 Writing Plan: Adjustments

Subject
Opening Body Closing
Line
© 2013 Cengage Learning ● All Rights Reserved

Grant the request or announce the

adjustment immediately.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 6, Slide 36
 Writing Plan: Adjustments

Subject
Opening Body Closing
Line

▪ Provide details about how you are

© 2013 Cengage Learning ● All Rights Reserved

complying with the request.

▪ Strive to regain the reader’s confidence.
▪ Apologize if appropriate, but don’t admit
negligence.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 6, Slide 37
 Writing Plan: Adjustments

Subject
Opening Body Closing
Line

▪ End positively with a forward-looking thought.

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▪ Express confidence in future business

dealings.
▪ Include resale or sales promotion if
appropriate.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 6, Slide 38
 Writing Plan: Adjustments

▪ Don’t use negative words or phrases

(trouble, regret, misunderstanding, fault,
error, inconvenience, you claim).
▪ Don’t blame customers—even when they
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may be at fault.
▪ Don’t blame individuals or departments
within your organization; it’s unprofessional.
▪ Don’t make unrealistic promises; you can’t
guarantee that the situation will never recur.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 6, Slide 39
 Writing Plan: Adjustments
Thanks for writing. Your satisfaction is important to us. We hope that this
refund check convinces you that service to our customers is our No. 1
priority.

Our goals are to earn your confidence and continue to merit that
confidence with quality products and excellent service.
© 2013 Cengage Learning ● All Rights Reserved

You were most helpful in informing us of this situation and permitting us to

correct it. We appreciate your thoughtfulness in writing to us.

Your Asus Netbook will come in handy whether you are connecting with
friends, surfing the Net, listening to music, watching movies, or playing
games.
For a little more, you can add an HDTV tuner and built-in GPS. Take a
look at our website for big savings on essential technology.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 6, Slide 40
 Goodwill Messages

What do goodwill messages do?

▪ Express thanks.
▪ Offer congratulations and
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recognition.
▪ Extend sympathy.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 6, Slide 41
 Benefits of Written Thank-You and
Congratulatory Messages

▪ Provide sincere thoughts

because few people take
time to write.
▪ Provide tangible evidence that
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can be used to support a

performance evaluation.
▪ May be treasured over the
years.

2
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 6, Slide 42
 Expressing Thanks
Cover three points in gift thank-yous.
▪ Identify the gift.
▪ Tell why you appreciate it.
▪ Explain how you will use it.
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Be sincere in sending thanks for a favor.

▪ Tell what the favor means to you.
▪ Avoid superlatives and gushiness.
▪ Maintain credibility with sincere, simple
statements.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 6, Slide 43
 Offering Congratulations and
Recognition
When offering congratulations and
recognition:
▪ Be specific about what you are
congratulating the person for.
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▪ Tell how you found out about

the news, if appropriate.
▪ Keep the focus entirely
on the reader.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 6, Slide 44
Exercise: Direct Request
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 Answering Congratulatory
Messages

Respond to congratulations.
▪ Send a brief note expressing your appreciation.
▪ Tell how good the message made you feel.
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Accept praise gracefully.

Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 6, Slide 46
 END
Essentials of
Business
Communication 9e

Mary Ellen Guffey & Dana Loewy

© 2013 Cengage Learning ● All Rights Reserved