Business Communications Chapter 8: Positive Letters and Messages

Why Business Letters are Still Necessary
-business letters are necessary for messages that require a permanent record, confidentiality, formality, sensitivity, and persuasion
Business Letters produce a Permanent Record
-business letters introduce the agreement and record decisions and points of understanding
-important details are in the form of letters and kept in company files
-they are used to deliver contracts, explain terms, exchange ideas, negotiate agreements, answer vendor questions, and maintain customer relations
Business Letter can be Confidential
-dangerous to entrust confidential and sensitive information to digital channels
Business Letters Convey Formality and Sensitivity
-delivers more information than emails
-carry a sense of formality and importance not possible with email
Business Letters Deliver Persuasive, Well-Considered Messages
-letter can persuade people to change their actions, adopt new beliefs, make donations, contribute their time and try new products
-direct mail letters remain a powerful tool to promote services, boost online and retail traffic, and solicit contributions

Applying the 3x3 Writing Process to Create Successful Letters
Phase 1: Analysis, Anticipation, and Adoption
-key goals in phase 1 are to analyze your process, visualize the audience, and anticipate the response
Phase 2: Research, Organize, and Composition
-key goals in phase2 are to gather information, make notes, or prepare an outline and compose the first draft
-for short messages you can jot notes down whereas longer documents may require a cluster diagram (chap 5)
-for letters that won't upset the receiver you can answer directly
Phase 3: Revision, Proofreading, and Evaluation
-key goals are to revise for clarity, add graphic highlighting if possible, and proofread for corrections
-before the letter leaves your desk always reread one last time
Fig 8.1 pg 237

Analyzing the Structure of a Business Letter
-In composing routine letters, you can structure your message by:
Opening: a statement that announces the purpose clearly
Body: details that explain the purpose
Closing: A request for action or a courteous conclusion
Frontload the Opening
-frontloading simply means presenting the main idea or purpose immediately
-this is done so the reader can anticipate and comprehend what follows
Explain the Body
-body explains the purpose for writing, perhaps using graphic designs to highlight important data
-if you have considerable information, develop each in its own paragraph

Be Specific and Courteous in the Closing:
-the closing courteously specifies what the reader is suppose to do
-readers look for action information: time schedules, deadlines, and activities to be completed

Analyzing the Characteristics of Good Business Letters
Clear Content
-clear letters feature short sentences and paragraphs, transitional expressions, familiar words, and active voice verbs
-correct clear business letters answer all the reader's questions or concerns without further correspondence
Goodwill Tone
-goodwill is a positive feeling the reader has toward the organization
-letters achieve a tone of goodwill by emphasizing a "you" view and reader benefits
Correct Form
-appropriate letter formats send silent but positive messages
-fig 8.3 pg 241

Direct Requests for Information or Action
Clarify Requests
-questions in direct letters should be parallel (balanced grammatically)
-to elicit the most information, pose open-ended questions instead of yes or no questions
-when possible focus on reader benefits
Show Appreciation
-request letters maintain a courteous tone, spell out what needs to be done, suggests reader benefits, and make it easy for the reader to respond
-fig 8.4 pg 243

Direct Claims
Open With a Clear Statement
-open with a clear statement of the problem or with the action you want the receiver