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Chapter 6 Lecture Notes ● 1
Chapter 6 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
LEARNING OBJECTIVES
1. Understand the channels through which typical positive messages travel in the digital era—
e-mails, memos, and business letters, and explain how business letters should be formatted.
2. Compose direct messages that make requests, respond to inquiries online and offline, and
deliver step-by-step instructions.
WHAT’S NEW IN THIS CHAPTER
The authors made the following changes and improvements:
• Explained appropriate uses of business letters to provide guidance about when hard-copy
correspondence is appropriate in an e-mail dominated workplace.
Chapter 6 Lecture Notes ● 2
• Introduced the discussion of customer comments on social media networks and issued
guidelines for responding to online posts in addition to updating typical positive messages to
reflect current usage in business.
• Provided best practices to guide students in posting responsible complaints and reviews
online without risking one’s reputation and career success.
• Expanded the coverage of goodwill messages to include recognizing employees for their
LECTURE OUTLINE
I. Routine Messages: E-Mails, Memos, and Letters (p. 156 )
• Most business messages are positive or neutral and, therefore, direct.
• Positive messages are routine and straightforward; they help workers conduct
everyday business.
• Positive messages may take the form of e-mails, memos, and letters.
A. Understanding Business Letters
• Provide a permanent record
• Safeguard confidentiality
B. Formatting Business Letters
• The block style is a popular format for letters. All parts of the letter are set flush
left on the page.
• The letter is centered and framed by white space.
• Most letters have margins of 1 to 1.5 inches with ragged-right margins.
Figure 6.1 – Formatting a Direct Request Letter--Block Style
II. Typical Requests, Response, and Instruction Messages (p. 158)
Writing Plan for Direct Request and Response Messages
• Opening: Ask the most important question first or express a polite command.
• Body: Explain the request logically and courteously. Ask other questions if
necessary.
Chapter 6 Lecture Notes ● 3
• Closing: Request a specific action with an end date, if appropriate, and express
appreciation.
A. Creating Request Messages
• Frontload your message, which means immediately tell the reader what you want.
• The first sentence is usually a question or a polite command.
Weak opening:
I’ve been given the task of locating a convention site for my company’s meeting.
I’ve checked a number of places, and your hotel looks possible.
Improved opening:
B. Providing Details in the Body
• Provide necessary details.
• Frame your request logically.
• Itemize information to improve readability.
C. Closing With Appreciation and a Call for Action
• Tell the reader courteously what is to be done.
• If a date is important, set an end date to take action and explain why.
• Show appreciation.
Weak closing:
Thanks for any information you provide.
Improved closing:
D. Responding to Requests
Writing Plan for E-Mail, Memo, and Letter Replies
• Subject line: Summarize the main information from your reply.
• Opening: Start directly by responding to the request with a summary statement.
• Body: Provide additional information and details in a readable format.
• Closing: Add a concluding remark, summary, or offer of further assistance.
Figure 6.2 – Customer Response E-Mail
E. Responding to Customer Comments Online
• Business must listen to social media comments about themselves and, if
Chapter 6 Lecture Notes ● 4
Figure 6.3 Responding to Customers Online
F. Preparing Instruction Messages
Writing Plan for Instruction Messages
• Subject line: Summarize the content of the message.
• Opening: Expand the subject line by stating the main idea concisely in a full
sentence.
1. Dividing Instructions Into Steps
• Create logical steps in the correct order, and practice completing the procedures
yourself.
• The most effective way to list directions is to use command language, which is
called the imperative mood (Open the box, read the instructions, assemble the
parts).
2. Revising a Message Delivering Instructions
• Itemize and number the steps.
Figure 6.4 – Memo Delivering Instructions
III. Direct Claims and Complaints (p. 164)
• When a customer must write to identify or correct a wrong, the letter is called a claim.
Straightforward claims are those to which you expect the receiver to agree readily.
• Consumers should avoid venting online until they have written a letter or an e-mail
about a complaint.
Writing Plan for a Direct Claim
Opening: Describe clearly the desired action.
Body: Explain the claim, tell why the claim is justified, and provide details regarding the
action requested.
Chapter 6 Lecture Notes ● 5
Figure 6.6 -- Writing Online Reviews and Complaints
IV. Adjustment Messages (p. 168)
• An adjustment is a message that responds favorably to a customer’s claim.
Goals in Adjustment Letters
• To rectify the wrong, if one exists
• To regain the confidence of the customer
• To promote future business and goodwill
Writing Plan for Adjustment Letters
Subject line (optional): Identify the previous correspondence and refer to the main topic.
Opening: Grant the request or announce the adjustment immediately.
A. Revealing Good News Up-Front
• 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 Message Body
• 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
• Retain customer goodwill by avoiding negative language.
E. Showing Confidence in the Closing
• Close the letter positively and confidently.
• In the closing, show appreciation, explain your desire to provide future service, or
promote a new product.
Figure 6.7 Customer Adjustment Letter
Chapter 6 Lecture Notes ● 6
V. Goodwill Messages (p. 171)
• Be selfless.
• Be specific.
A. Saying Thank You
• To express thanks for a gift
Figure 6.6 – Thank-You Letter for a Favor
B. Replying to Goodwill Messages
• Send a brief note expressing your appreciation. Tell how good the message made
you feel.
C. Expressing Sympathy
• Mention the loss and your personal reaction.
• For deaths, praise the deceased. Describe positive personal characteristics.
• Offer assistance. Suggest your availability, especially if you can do something
specific.
• End on a reassuring, positive note. Perhaps refer to the strength the receiver finds
in friends, family, colleagues, or religion.
D. Is E-Mail Appropriate for Goodwill Messages?
• Handwritten notes are most impressive.
• An e-mail is appropriate if you frequently communicate with the receiver and if
you are sure your message won’t get lost.
Critical Thinking Discussion Guide
11. What are the advantages of mailing a letter as opposed to sending an e-mail, making a
phone call, or writing an online post? (Objs. 1, 2)
Business letters are confidential. They are less likely than electronic media to be
