Chapter 9
Routine Letters and Goodwill Messages

The Direct Pattern

•      Frontload in the opening.

•      Explain in the body.

•      Be specific and courteous in the closing.

Frontloading in the Opening

•      Begin with the main idea.

•      Tell immediately why you are writing.

Explaining in the Body

•      Present details that explain the request or response.

•      Group similar ideas together.

•      Consider using graphic highlighting techniques.

Being Specific and Courteous in the Closing

•      For requests, specifically indicate the action you want taken and provide an end date (deadline), if appropriate.

•      For other direct letters, provide a courteous concluding thought.

Formatting Business Letters

Opening

•      Ask a question or issue a polite command (Will you please answer the following questions. . . ?).

•      Avoid long explanations that precede the main idea.

Body

•      Explain your purpose and provide details.

•      Express questions in parallel form. Number them if appropriate.

•      To elicit the most information, use open-ended questions (What training programs do you recommend?) rather than yes-or-no questions (Are training programs available?).

•      Suggest reader benefits, if possible.

Closing

•      State specifically, but courteously, the action you wish to be taken.

•      Set an end date, if one is significant, and explain why.

•      Avoid cliché endings (Thank you for your cooperation). Show appreciation but use a fresh expression.

•      Make it easy for the receiver to respond.

Order  Letters

Opening

•      Use order language to identify the message (Please send by UPS the following items from your spring catalog).

•      Name the information source (the May 2 advertisement in the Daily News).

Body

•      List items vertically.

•      Provide quantity, order number, complete description, unit price, and total price.

•      Prevent mistakes by providing as much information as possible.

Closing

•      Tell how you plan to pay for the merchandise.

•      Tell when you would like to receive the goods, and supply any special instructions.

•      Express appreciation.

Routine Claim Letters

Opening

•      Describe what you want done immediately.

•      When the remedy is obvious, state it briefly (Please send 12 copies of Model Memos to replace the copies of Business Proposals sent in error).

•      When the remedy is less obvious, explain your goal (Please clarify your policy regarding reservations and late arrivals).

Body

•      Clarify the problem and justify your request.

•      Provide details objectively and concisely.

•      Don’t ramble. Be organized and coherent.

•      Avoid becoming angry or trying to fix blame.

•      Include names of individuals and dates of previous actions.

Closing

•      End courteously with a tone that promotes goodwill.

•      Request specific action, including end date, if appropriate.

   Note: Act promptly in making claims, and keep a copy of your message.

Direct Reply Letters

Subject Line

•      Consider including a subject line to identify the topic and any previous correspondence.

•      Use abbreviated style, omitting articles (a, an, the).

Opening

•      Deliver the information the reader wants.

•      When announcing good news, do so promptly.

Body

•      Explain the subject logically.

•      Use lists, tables, headings, boldface, italics, or other graphics devices to improve readability.

•      In letters to customers, promote your products and your organization.

Closing

•      Offer a concluding thought, perhaps referring to the information or action requested.

•      Avoid cliché endings (if you have any questions, do not hesitate to call).

•      Be cordial.

Granting Claims

Opening

•      When approving a customer’s claim, announce the good news immediately.

•      Avoid sounding grudging or reluctant.

Body

•      Strive to win back the customer’s confidence; consider explaining what went wrong (if you know).

•      Concentrate on how diligently your organization works to avoid disappointing customers.

•      Be careful about admitting responsibility; check with your boss or legal counsel first.

Body

•      Avoid negative language (trouble, neglect, fault).

•      Don’t blame customers – even if they are at fault.

•      Don’t blame individuals or departments in your organization.

•      Don’t make unrealistic promises.

Closing

•      Show appreciation that the customer wrote.

•      Extend thanks for past business.

•      Refer to your desire to be of service.

Letters of Recommendation

Opening

•      Name the candidate and position sought.

•      State that your remarks are confidential.

•      Describe your relationship with the candidate.

Body

•      Describe the applicant’s performance and potential.

•      Strive to include statements about communication skills, organizational skills, people skills, ability to work with a team, etc.

•      Include definite, task-related descriptions (She completed two 50-page proposals instead of She works hard).

Body

•      Include negative statements only if they are objective and supported by facts.

Conclusion

•      If supportive, summarize candidate’s best points.

•      Offer ranking of candidate (Of all the accountants I have supervised, she ranks in the top 10 percent).

•      Offer to supply additional information if needed.

The Five Ss of
Goodwill Messages

In expressing thanks, recognition, or sympathy: