4. Organize Your Message
Organize your material before writing you first draft
can prevent rambling and unclear message.
Basic Organization Plans
• Direct (Deductive) Approach
– Use the direct approach when the audience is receptive to
your message.
• Indirect (Inductive) Approach
– When you expect resistance to your message, choose the
indirect approach, such as in a bad-news message or a
persuasive request.
5. Direct (Deductive) Organizational Plan
1.
2.
3.
Main idea
Direct-Request Plan
a.
b.
Request, main statement, assertion, recommendation, question
Reasons, if desirable
a.
b.
c.
All necessary and desirable details and data
Numbered questions, if helpful
Easy reading devices
a.
b.
c.
Clear statement of action desired (CSAD)
Easy action, dated when desirable (EA)
Appreciation and goodwill
Explanation
Courteous close, with motivation to action
6. Opening Paragraph
1.
Choose an opening appropriate for the message purpose and for
the reader.
a.
2.
3.
b.
c.
Main idea or good-news first for direct-request, neutral, and goodnews messages
Buffer first for bad-news messages
Attention-getting statements first for persuasive requests
a.
b.
c.
d.
e.
Get reader into opening
Keep first paragraph relatively short
Focus on the positive
Use courteous, conversational language
Avoid unnecessary repetition
a.
b.
Sentence structure
Date of letter you are answering….
Make the opening considerate, courteous, concise, clear.
Check for completeness regarding:
7. Closing Paragraph
1.
Make your action request clear and complete with the five W’s and
the H
a.
2.
3.
b.
c.
d.
What and who: clearly state what action you desire and who should do
it.
How and where: make action easy.
When: date the action, if desirable
Why: show reader benefit, if possible
a.
b.
c.
d.
Include any apologies and negatives before the last paragraph.
Be friendly.
Show appreciation
Occasionally add a personal note.
a.
b.
c.
Avoid trite expressions
Omit discussion of trivial details.
Use relatively short and complete sentence
End on a positive , courteous thought.
Keep the last paragraph concise and correct.
8. Some Good Examples
Main idea or Good-News subject first
Request: so that your CD funds which have matured, can be transferred
to your IRA account as you have requested, please return to us the
following:
Good News: Enclosed is a cash refund for the defective wristwatch that
you sent to us recently.
Announcement: As a representative of ABC company, you are invited to
attend a free seminar on Global Management issues in
International Marketplace to be held in the ……….on …… The
purpose of the seminar is ….
Buffer
Because of the large number of applications we received for our ABC
program, we have had to turn away many requests. We obviously
underestimated the interest in our current program. A new
program is already being planned, and we will send you the
information as soon as it’s available.
9. Some Good Examples
Attention-Getting Statement
Did you know that up to half of all lower back pain is caused by sleeping
on a too-soft mattress? In addition, back pain due to other causes
can be made worse by sleeping on poor mattress. We remedy that.
……..
Completeness
Poor: as per your recent letter, we have shipped your order today by
Federal Express.
Improved: Three bolts of Thai silk, which you ordered on July 6, 2008,
were shipped to you today by DHL.
Vague: I look forward to hearing from you regarding this matter.
Better: So that we can make appropriate arrangements for your visit,
please call me at 0300-963-92-55 before Saturday, November 20,
anytime between 11 a.m. to 3 p.m.
10. Some Good Examples
Positive, courteous end
Negative: We’re sorry we can’t be more encouraging at this
time.
Positive: We wish you success in your search for a position.
Poor: Send us your check tomorrow.
Improved: To keep your credit in good standing, please send
us your check for Rs. 15,000/- tomorrow.
Poor: Again we thank you for your inquiry. Enclosed you will
find a self-addressed, stamped envelop. Hoping to hear
from you soon about your preference….
Concise: Please fill out this form and return it in the enclosed
envelop by the next Sunday.
11. Good-News (and Neutral): General
Plan
1.
2.
3.
Best news or main idea
Explanation
1.
2.
3.
4.
All necessary details
Resale material
Educational material
Sales promotions
1.
2.
3.
4.
5.
6.
Appreciation
CSAD
EA and motivation
Willingness to help further
DA
RB
Positive, friendly ending
12. 1.
2.
Answering Inquiries for Information about
Individuals
Letters of Recommendations
Best news or main idea
1.
2.
Applicant’s full name and relationship to you, or how you know
applicant --- job(s) held, tenant, customer, club member, etc.
Reason for writing (by request)
1.
2.
Answers to questions --- direct or implied
Best psychological order for four-fold responsibility
Explanation
3.
4.
5.
6.
7.
1.
2.
3.
4.
Applicant
Person considering applicant
Your conscience
Civil rights laws
1.
2.
3.
Applicant’s job, duties, conduct
Applicant’s work or other habits
Applicant’s personality , etc
Specific facts about
Honesty and judgment about negatives
Caution on legal aspects
Confidentiality
Offer, phone call
13. Answering Inquiries for Information about
Individuals
Letters of Recommendations
3. Courteous close
1. Candid statement of your personal opinion
about applicant’s probable fitness for
whatever he or she is being considered
2. Positive (not negative) attributes at the end
14. Seller at Fault
1.
2.
3.
Best news
1.
2.
Whatever will please your buyer most
Courtesy
1.
2.
3.
4.
5.
Brief resale with tactful explanation of error (if desirable
Instructions for buyer action, if needed
Concrete resale on firm, services, or goods, if desirable
Cautions
Sales promotions on replacement of return item(s) or on allied
goods
Explanation
Courteous close
1.
2.
3.
4.
Suggested action and expectations of future pleasant use of
goods and services
EA
Positive ides: help
RB
15. Buyer or Another at Fault
1.
1.
Best news
1.
Get-in-step-with-reader, courteous comment and concern
Explanation
1.
2.
3.
4.
2.
Same as previous
Brief resale with tactful explanation of error, showing seller not
at fault
Concreter resale on firm, services, or goods, if desirable
Cautions
Sales promotion on replacement of returned item(s) or on
allied goods
Courteous close
1.
2.
3.
4.
Suggested action and expectations of future pleasant use of
goods and services
EA
Positive ides: help
RB
17. Approving Credit
3. Courteous close
1. Expectation of pleasant service and
orders (not greedy)
2. Suggest action
3. EA
4. RB
5. Courtesy; suggestion of further help, if
pertinent
18. Acknowledging First Orders
1.
2.
Best news
1.
Shipment details
1.
Thanks for remittance and / or order
1.
For credit customer
1.
For cash or credit
1.
For cash customer
Description
Quantity
Prices, costs
Method, charges
Explanation
Basis for credit --- compliment
Credit terms; payments, discounts, limits
Resale on services
Resale on products ordered; highlights on special feature --adapted to buyer
Perhaps credit application from enclosed, with invitation to return
it for consideration
19. Acknowledging First Orders
3. Courteous close
1. Expectation of pleasant service and
orders (not greedy)
2. Suggested action
3. EA
4. RB
5. Courtesy, suggestion of further help, if
pertinent
20. Granting Favors
1. Best news
1. Acceptance of favor
2. Courtesy
2. Explanation
1. Pertinent comments, and details regarding
favor --- what is being or will be done, etc.
2. Questions, if necessary, pertaining to favor
3. Courteous close
1. Cordial, pertinent comment; perhaps a
forward look, good wish, compliment, or
request
21. Announcements
1. Best news; main idea
1. When appropriate
Five W’s (all or most); reader in first and all other
paragraphs
1. Statement of pleasure, compliment, congratulations
2. Admission of errors, with good news
2. Explanation
1. Details to emphasize, reader benefits, if possible
In admission of error
2. Explanation, apology, emphasis on sincere desire to
serve well
3. Resale on firm, products, or services, as appropriate
23. Transmittals
1. Best news; main idea
1. Transmittal of specific item(s)
2. A concise reason
3. Courtesy
2. Explanation, if needed
1. Comments
2. Instructions
3. Courteous Close
1.
2.
3.
4.
CSAD
EA
DA
Offer of further help or other items or RB
about items transmitted
