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8/10/2019 B Comm Chap 7.ppt
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Chapter 7
Positive, Neutral,
and Social BusinessMessages
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Parts of a Business
Letter
Letterhead Island Graphics 893 Dillingham Boulevard
Honolulu, HI 96817-8817
line 12 or 2 lines below letterhead
Dateline September 13, 200x
2 to 10 lines
Inside Mr. T. M. Wilson
Address Visual Concepts nterprises
1!01 "aumualii "i#hwa$
%ihue, "& !'('' 1 blan) lineSalutation *ear Mr. Wilson+
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1 blan) line
Subject Line S-/CT+ %C %TT ST% 1 blan) line
Body This letter illustrates bloc) letter st$le, aboutwhich $ou as)ed. 4ll t$ped lines be#in at the le5t
mar#in. The date is usuall$ placed two inches 5rom
the top ed#e o5 the paper or two lines below the last line o5 the
letterhead, whiche6er position is lower.
&n modi5ied bloc) st$le, the dateline and closin# lines
are started at the center instead o5 at the le5t mar#in.
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&5 a sub7ect line is included, it appears two lines
below the salutation. The word SUBJEC is
optional. Most readers will reco#ni8e a statement
in this position as the sub7ect without an
identi5$in# label. The complimentar$ close
appears two lines below the end o5 the last
para#raph. 1 blan) line
Complimentary Sincerel$,
Close 3 blan) lines
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Signature Mar) ". Won#Block 9raphics *esi#ner
1 blan) line
Reference M"W+pil
Initials
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Types of Messages
Positive or neutral
Claims
Adjustments
Social business messages
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Positive or Neutral Message
Information will be pleasant,favorable, or neutral to the receiver
The message may Provide routine or unsolicited
information
!e"uest information or action !espond favorably to a re"uest for
information or action
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The Opening
&ive the positive or neutralinformation
'e optimisticProvide coherence
(se emphasis techni"ues
Stress receiver interests andbene)ts
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The Eplanation
Present related information
'e objective
'e concise
'e positive
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The Sales !ppeal"if appropriate#
Personali*e for the receiver and
situation!estore con)dence or suggest
alternatives
Aim for "uic+ action
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The $riendly Close
'uild goodwill
'e concise
'e positive
#press appreciation
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%e&uest !pprovals
(se the direct plan -pen with the good news
Provide details or an e#planation
Include a friendly close
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Clai(s
(se the direct plan
Present the claim and its impact Provide e#planation with
bac+ground information
State the speci)c remedy you see+ Include a friendly, optimistic close
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Clai( !d)ust(ents
This is a positive response to aclaim
(se the direct plan Positive information
Convincing e#planation
.ective, personali*ed sales appeal
Positive close
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Social Business Messages
Congratulations
Condolence
Appreciation
Invitation
/oliday greetings0elcome
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Congratulations
'e personal, sincere, direct
Immediately mention the honoror accomplishment
Say why the receiver is
deservingnd positively
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Condolence
(se direct plan
Convey sympathy
Include only necessary details1 usea positive and sincere tone
-.er assistance if appropriate
!efer to the future in a positiveway
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!ppreciation
(se the direct plan
#press gratitude
Provide supporting evidence
#press appreciation using wordsdi.erent than used in the opening
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'nvitation
Include all necessary information
including date, time, place,suggested dress, whether thereceiver may bring a guest, and
an !S2P notation
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*oliday +reeting
Ac+nowledge appropriateholidays in the countries where
you have employees, customers,or suppliers
Cards are the most common
format3istinctive messages may bemore memorable
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elco(e
(se the welcome as the mainidea
Provide details
(se a personal close
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Style in Social BusinessMessages
/andwritten in times of sorrow Printed invitation for a formal social
function
Computer4printed message towelcome an employee or customer Commercially produced cards for
brief personal messages
Computer4printed letters for purelybusiness situations
4mail and electronic greeting cardslac+ the personal tone desirable in
social business messages