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Chapter 8 LECTURE NOTES
Positive Messages
CHAPTER SYNOPSIS
Positive messages—whether e-mails, memos, or business letters—carry important, but usually
routine information. In this chapter students will learn to apply the 3-x-3 writing process to
positive messages that are intended for both internal and external audiences. Students will also
learn when and how to respond to customer comments online.
E-mail is appropriate for short, informal messages for both internal and external audiences.
Memos are appropriate for internal messages that are important, lengthy, or formal. Business
letters are appropriate for external messages that business communicators send to customers,
vendors, government officials, and others. Letters are important when a permanent record is
required, when confidentiality is critical, when formality or sensitivity is essential, and when a
persuasive presentation is important.
Positive messages are those that follow the direct strategy because the sender expects the
response to be receptive or neutral. Therefore, most positive messages begin with the good news
or neutral news immediately. In this chapter students will learn to write direct messages that
request action or information, respond to requests, and write step-by-step instructions. Students
will also develop skill in listening and responding to customer online messages. In addition,
students will learn how to make claims, write adjustment messages, and goodwill messages.
LEARNING OBJECTIVES
1. Understand the channels through which typical positive messages travel in the digital era—
e-mails, memos, and business letters—and apply the 3-x-3 writing process.
2. Compose direct messages that make requests, respond to inquiries online and offline, and
deliver step-by-step instructions.
3. Prepare contemporary messages that make direct claims and voice complaints, including those
posted online.
4. Create adjustment messages that salvage customers’ trust and promote further business.
5. Write special messages that convey kindness and goodwill.
WHAT’S NEW IN THIS CHAPTER
Justified the legitimate uses of business letters to provide guidance about when hard-copy
correspondence is appropriate even in the digital era.
Updated the discussion of typical positive messages to reflect current usage, and also
introduced a discussion of customer online comments and guidelines for responding to online
posts.
Expanded the coverage of goodwill messages to include recognizing employees for their
contributions to address this important type of employee acknowledgment.
Added a section about whether e-mail, the ever-growing office communication tool, is
appropriate for goodwill messages.
Provided a revision document and an end-of-chapter activity that focus on social media posts
to allow students to practice their professional social networking skills on authentic digital
documents.
Created 70 percent new end-of-chapter activities, including digital messages, to help students
develop their business communication acumen using real-life business scenarios.
LECTURE OUTLINE
I. Positive Messages and the Writing Process (p. 245)
PowerPoint slides 1, 2
Phase 1: Analysis, Anticipation, and Adaptation. Determine your purpose,
visualize your audience, and anticipate the reaction to your message.
Phase 2: Research, Organization, and Drafting. Collect information and make a
list of the points you wish to cover.
Phase 3: Editing, Proofreading, and Evaluating. Revise for clarity and proofread
for correctness.
Figure 8.1 Direct Letter Welcoming Customer—Block Style
Figure 8.2 Applying the Writing Process to a Direct Request E-Mail
PowerPoint slides 3-10
II. Typical Request, Response, and Instruction Messages (p. 249)
A. Creating Request Messages
Start with the main idea first.
Start with a question or a polite command.
Provide details of the request in the body of the message.
Close with appreciation and a call for action.
PowerPoint slides 11-17
B. Responding to Requests
Start with an effective subject line.
In the first sentence of a direct reply e-mail, deliver the information the reader
wants.
In the body of the response, supply explanations and additional information.
Try to promote the organization and products.
In concluding a response message, refer to the information or to its use.
Figure 8.3 Customer Response E-Mail
PowerPoint slides 18-21
C. Checklist: Writing Direct Requests and Responses (p. 252)
Requesting Information or Action
Open by stating the main idea.
Explain and justify the request.
Request action in the closing.
Responding to Requests
Open directly.
Supply additional information.
Conclude with a cordial statement.
D. Responding to Customer Comments Online
Companies are creating decision trees and diagrams to help their employees make
prudent decisions about whether and how to respond to online posts.
Online customer reviews provide a source of valuable customer feedback.
Social media experts recommend responding to posts only when the writer can
add value.
Figure 8.4 Social Media Response Flowchart
Figure 8.5 Responding to Customers Online
PowerPoint slides 22, 23
E. Instruction Messages
Divide the instructions into steps.
List the steps in the order in which they are to be carried out.
Arrange the items vertically with numbers.
Begin each step with an action verb using the imperative (command) mood rather
than the indicative mood.
Figure 8.6 Memo Delivering Instructions
III. Direct Claims and Complaints (p. 257)
Definition: A claim is a letter you write as a customer to identify or correct a wrong.
Written claims are taken more seriously and establish a record of what happened.
Straightforward claims are those to which you expect the receiver to agree readily.
A. Opening a Claim With a Clear Statement
Open the letter with a clear statement of the problem or with the action you want
the receiver to take.
B. Explaining and Justifying a Claim
State the facts logically, objectively, and unemotionally.
When service is involved, state the names of individuals spoken to and dates of
calls.
C. Concluding a Claim With an Action Request
Close with a summary of the action requested and a courteous goodwill statement.
Submit written claims promptly.
Figure 8.7 Direct Claim E-Mail
PowerPoint slides 24-28
IV. Posting Complaints and Reviews Online
Consumers should avoid venting online until they have written a letter or an e-mail
about a complaint.
Figure 8.8 Guidelines for Writing Online Reviews and Complaints
PowerPoint slide 29
V. Adjustment Messages (p. 261)
Definition: An adjustment is a written message that favorably responds to a customer’s
claim.
The three goals of the adjustment include (a) rectifying the wrong, if one exists; (b)
regaining the confidence of the customer; and (c) promoting further business.
A. Revealing Good News Up-Front in an Adjustment Message
Reveal the good news immediately.
Don’t start your letter with a negative statement.
Announce the good news enthusiastically, without a grudging tone.
B. Explaining Compliance in the Body of an Adjustment Letter
Seek to rebuild faith in your company by complying with the request.
Avoid negative words and keep your message positive.
C. Deciding Whether to Apologize
The majority of adjustment letters contain an apology.
Apologize if it seems natural.
D. Using Sensitive Language in Adjustment Messages
Retain customer goodwill by avoiding negative language.
Do not use negative words, blame customers or your colleagues, or make
unrealistic promises.
Rebuild customer confidence by including resale information.
E. Showing Confidence in the Closing
Close the letter positively and confidently.
In the closing, show appreciation, a desire to provide future service, or promote a
new product.
Figure 8.9 Customer Adjustment Letter
PowerPoint slides 30-36
VI. Checklist: Direct Claim and Adjustment Messages
Messages That Make Claims and Voice Complaints
Begin directly with the purpose.
Explain objectively.
Conclude by requesting action.
Exercise good judgment.
Messages That Make Adjustments
Open with approval.
In the body win back the customer’s confidence.
Close positively.
VII. Goodwill Messages (p. 265)
Send goodwill messages promptly.
General guidelines:
1. Selfless
2. Specific
3. Sincere
4. Spontaneous
5. Short
PowerPoint slides 37-42
A. Expressing Thanks
Send a thank-you letter to extend thanks or show appreciation to the following:
1. Customers for their orders
2. Hosts and hostesses for their hospitality
3. Individuals for kind gestures
4. Customers who complain
Open directly with the purpose of your message.
Figure 8.10 Thank-You Letter for a Favor
B. Replying to Goodwill Messages
Always respond to notes of congratulations or other goodwill messages.
C. Expressing Sympathy
Refer to the death or misfortune sensitively.
Praise the deceased in a personal way.
Offer assistance.
End on a reassuring note.
IIX. Checklist for Goodwill Messages
A. General Guidelines: The Five Ss
Be selfless.
Be specific.
Be sincere.
Be spontaneous.
Keep the message short.
B. Giving Thanks
Cover three points in gift thank-yous.
Be sincere in sending thanks for a favor.
Offer praise in expressing thanks for hospitality.
C. Responding to Goodwill Messages
Respond to congratulations.
Accept praise gracefully.
D. Extending Sympathy
Refer to the loss or tragedy directly but sensitively.
For deaths, praise the deceased.
Offer assistance.
End on a reassuring, positive note.
