Chapter 4 Direct Approach for Routine Messages notes from reading Basic Message Writing Strategies Most common used letter format for organizing message to readers is direct approach format o Gets to the point right from the first sentence o o Efficiency and time saving are 2 big cultural priorities in the U S Stating what s important at the beginning of your message will benefit the communication process Email is favored format for internal message within a company Nearly all messages to stakeholders will be in letter format Good Letter Writing Standards Practice clear content Use positive tone Work with the proper format CLEAR CONTENT Using active voice and familiar language will help lower the Fog Index Too many writers in business don t take clarity to heart o Nearly 1 3 of all business messages do nothing more than ask for clarification on info on previous correspondence Clearly write content from 1st sentence to avoid this o Write your document w audience in mind Will the audience be able to understand technical terminology and business buzzwords POSITIVE TONE Use you attitude positive emphasis and reader benefits Establish a good relationship with your audience by emphasizing the positive o Call attention to the bright side of things 1 o Focus on opportunities not on mistakes or problems Focus on how the audience will benefit o o Use euphemisms strategically and sparingly Euphemism a mild or indirect word or expression substituted for one considered to be too harsh or blunt when referring to something unpleasant or embarrassing Examples He died She was fired The forecasts were reduced He passed away She was let go The forecasts were adjusted It is impossible to repair this vacuum today Your vacuum cleaner will be ready by Tuesday We never exchange damaged goods The problem with this department is a failure to control costs Please buy this book so that I can make my sales quota We are happy to exchange merchandise that is returned to us in good condition The performance of this department can be improved by tightening up cost controls The plot of this novel will keep you in suspense to the last page ANALYZING YOUR AUDIENCE THE YOU ATTITUDE Establish a good relationship with your audience by adopting the you attitude 2 Substitute you and yours for I me mine us and our o o Don t use too many pronouns o Avoid using you in a blaming context Instead of this me attitude We are pleased to announce our new flight schedule from Atlanta to New York which is any hour on the hour I have requested that your order be sent out today Don t use you to point the finger of blame Use this you attitude Now you can take a plane from Atlanta to New York any hour on the hour You will receive your order by Wednesday You must correct all five copies before noon All five copies must be corrected by noon You need to make sure the staff follows instructions The staff may need guidance in following instructions OTHER WAYS TO ESTABLISH GOOD RELATIONSHIP W AUDIENCE Demonstrate Credibility Emphasize commonalities o o Don t boast o Mention credible references o o Avoid exaggeration and insincerity o Be yourself Support ideas with facts Be Polite o Be tactful and kind o Go out of your way o Respond promptly Use Bias Free Language o Avoid gender bias o Avoid racial and ethnic bias o o Downplay references to disabilities Eliminate age references unless relevant 3 PROPER FORM Use appropriate format block letter modified block simplified block and be consistent with your format throughout Avoid justified margins right margin should be ragged Using the Direct Approach for Routine Messages Direct approach using deductive logic is most common form Direct approach includes delivering positive or neutral news making requests and responding to requests making positive recommendations and composing goodwill messages Basic format o 1st paragraph statement in 1st sentence describing main purpose o Middle description of any explanation or details necessary in completing the o Closing paragraph a positive to neutral courteous closing that may ask for an action message to be done THE OPENING PARAGRAPH State main point of message in 1st paragraph so the reader may anticipate what will follow in the later paragraphs Don t get bogged down in explanation and details in the first paragraph Fill the reader in on any details background info or necessary explanation Keep it logically organized Possibly number specific points or questions Keep last paragraph positive to neutral in tone Tell reader to act and when to act o Give specific deadline THE BODY THE CLOSING 4 Direct Request Letters General routine messages fall into 3 basic categories information requests order requests and claim requests MAKING DIRECT REQUESTS FOR INFO Information Requests Use courtesy language for stylistic smoothing o Ex Please send me all the information about the new FX 101 accounting software your company recently produced MAKING YOUR REQUEST CLEAR DISPLAYING APPRECIATION Provide reader w any necessary details that will describe the situation clearly Use open ended questions as opposed to closed ended questions yes or no answers Use polite language please and thank you when making a request Typically order to restock shelves or companies w office supplies will be done using an order form o However sometimes a letter must be used Make sure you provide same info that you would find on an order form Order Requests Claim Requests At first glance letters that make claims and requests for adjustment may seem negative Remember the customer is always right gaining a new customer may be 3x expensive as retaining a current one o Because of this we know that most of the time our claims and requests for adjustment will be honored so we can use a direct approach DIRECT OPENINGS 5 1st paragraph make it clear what the problem is and how you want the situation remedied refund replacement free repair free inspection Make claim immediately o Ex Please send us a new Hewlett Packard HJ1002 to replace the older model printer sent in error with our order shipped March 5 EXPLAINING THE SITUATION In the body clearly describe what has gone wrong with the product service or situation and politely justify your request for an adjustment Include all necessary details to cover any potential questions Avoid sarcasm or any language that may betray angry emotions Conclude courteously w sentences that promote positive outcomes Responding To Requests Orders Start w the main point THE
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