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Business Communication Essentials

Topic 2

Writing Routine and Positive; Negative;

and Persuasive Messages

Business Communication Essentials

Writing Routine and Positive Messages

Structure of Routine Requests,

Positive Messages

Three Parts (Direct Approach)

1. The Opening: Begin with your objective, stating it

immediately in the first sentence or after a brief summary

of background information.

2. The Body: Cover the remaining part of the objective.

3. The Close: End with goodwill.

Open With the Main Idea

• Prepare the

Audience for What

Will Follow

– Clear and

Concise

Expression of

the Main Idea

– Open with a

Few Words of

Socializing

Providing Necessary Details and

Explanation

• Explain Your Point Completely

– Maintain a Supportive Tone

– Create a Favorable Context

Ending with a Courteous Close

• Keep It Short and Simple, Neutral or Positive

– Simply Say “Thank You”

– Clarify Follow-Up Action

Examples: Asking for Information

and Action

• State Your

Request Clearly

• Explain and

Support the

Request

• Introduce

Reader Benefits

Examples: Asking for

Recommendations

• State Your Request

Clearly

• Offer Support for

Your Request

• Express Your

Appreciation

Examples: Making Claims and

Requesting Adjustments

• State the Problem Clearly

• Explain the Situation Clearly

• Provide Backup Information

• Request Specific Action

Examples: Sharing Routine

Information

• Opening

– State Purpose;

Nature of

Information

• Body

– Provide

Necessary

Information

• Closing

– End with a

Courteous Close

Examples: Announcing Good News

External

Messages

• News Releases

• Direct-to-

Consumer

Releases

• Social Media

Releases

Cases (see HL activities)

Business Communication Essentials

Writing Negative

Messages

Choosing the Approach

• Do You Need to Get

the Reader’s

Attention?

• Does the Reader

Prefer a Direct

Approach?

• How Important Is the

News to the Reader?

• Will the Negative

News Come as a

Shock?

Using the Indirect Approach for

Negative Messages

• Strategic Buffer

• Set up the bad news

• Clear Statement of the Bad News

• Find alternatives

• End with goodwill

Opening with a Strategic Buffer

Neutral Statement

• Express Your

Appreciation

• Assure Your Reader

• Show That You

Understand

• Introduce the Subject

Matter

• Establish Common

Ground

Set up bad news + Continue with a

Clear Statement of the Bad News

• Introduce Negative Points Gradually

• Provide Concise, Sufficient Details

• Don’t Hide Behind Company Policy

Finding Alternatives

• Stress What You Can Do or Have Done

Close on a Respectful Note

• Avoid an Uncertain Conclusion

• Limit Future Correspondence

• Express Optimism, if Appropriate

• Be Sincere and Avoid Clichés

Examples: Rejecting Suggestions

and Proposals

Examples: Refusing Routine

Requests

• Manage Your Time

Carefully

• If the Matter’s

Closed, Say So

• Offer Alternatives,

if Possible

• Don’t Imply Further

Assistance

Examples: Refusing Claims and

Requests for Adjustments

Employ These

• Positive Tone

• Understanding

• Explanations, Facts

• Appropriate Close

Avoid These

• Negative Tone

• Accusations

• Abusive Language

• Anger or Malice

Examples: Refusing Requests for

Recommendations

• Requested by Employers

– Conciseness

– Directness

• Requested by Employees

– Diplomacy

– Preparation

Examples: Rejecting Job

Applications

• Personalize the Message

• Express Your Appreciation

• Remain Courteous and

Polite

• Avoid Offering Explanations

• Don’t Imply Future

Consideration

• Close with a Positive,

Courteous Tone

Examples: Giving Negative

Performance Reviews

• Document Performance Based on Evidence

• Don’t Focus Just on Negative Elements

• Make It a Conversation

• Don’t Avoid Difficult Topics

• Match Written and Oral Communication

• Evaluate All Employees Consistently

• Be Calm and Objective

• Focus on Ways to Improve

Examples: Terminating Employment

• Be Clear and Objective

• Be Specific As to

Reasons

• Present Reasons

• Don’t Discriminate

• Obey Policy & Law

• Avoid Insults

• Seek Advice

• Deliver in Person

• Be Prepared for

Questions

• Avoid Surprises

Refusal – Bad Example

Subject: Your request for a donation

Ms Cangelosi:

We regret to inform you that we cannot grant your request for a donation to the association’s scholarship fund.

So many requests for contributions are made of us that we found it necessary to budget a definite amount each year for this purpose. Unfortunately, our budgeted funds for this year have been exhausted, so we simply cannot consider additional requests. We won’t be able to consider your request until next year.

We deeply regret our inability to help you now and trust that you understand our position.

Refusal – Good Example

Subject: Your Scholarship Fund Request

Ms Cangelosi:

Your efforts to build the scholarship fund for the association’s needy children are commendable. We wish you good success in your efforts to further this worthy cause.

White Label Industries assists worthy causes whenever we can. That is why every January we budget for the year the maximum amount we believe we are able to contribute to such causes. Then we distribute that amount among the various deserving groups as far as it will go. Since our budgeted contributions for this year have already been made, we are placing your organization on our list for consideration next year.

We wish you success in your efforts to improve the lives of the children in our city.

Mark Stephens

• Bad News Messages

https://www.youtube.com/watch?v=ww1ond3f_tA

Overview in a Video

• Tip:

• ‘sandwich approach’

https://www.youtube.com/watch?v=ww1ond3f_tA

Business Communication Essentials

Writing Persuasive

Messages

AIDA Model: Attention, Interest,

Desire, Action

AIDA

Using the AIDA Model

• Getting Attention

• Building Interest

• Increasing Desire

• Motivating Action

Examples: Persuasive Requests for

Action

Examples: Persuasive Presentation

of Ideas

Changing Attitudes or Beliefs About a Topic

• Consider a New Idea

• Consider a Different Perspective

• Reconsider Ways of Thinking

Examples: Planning Marketing and

Sales Messages

• Anticipating

Audience Needs

• Analyzing

Competition

• Key Selling

Points and

Benefits

• Anticipate

Objections

Examples: Writing Promotional

Messages for Social Media (1 of 2)

• Get Involved in Online Conversations

• Facilitate Community Building

• Listen as Much as You Talk

• Initiate and Respond to Conversations

Examples: Writing Promotional

Messages for Social Media (2 of 2)

• Provide Information

People Want

• Identify and Support

Your Champions

• Be Authentic,

Transparent, and Real

• Integrate Conventional

Marketing Strategies