Organizational Plans for Business Letters

Direct Approach Indirect AIDA

Approach
Used for Direct requests (that Bad news Persuasive
do not always require messages (that requests (that
to convince reader), give need to
Good news messages unfavorable convince the
news to the reader)
reader)
Situations appointments; orders; refuse claims, persuasive
such as: requests for action; refuse credit, requests for
inquiries about decline services help, favors,
goods, people, or and favors, donations,
services; good news negative news cooperation,
about hiring, credit, about orders; special
claims, other good turn down privileges,
news applicant; other exceptions to
bad news company policy
and warranties
Start with Main Idea: Buffer: Attract the
Request: Please send Appreciation: reader’s
me your latest Thank you for favorable
catalog. your letter. attention:
Good news: Good Other positive No, you will not
news! Your loan is opening: You be paying
approved. are right to higher taxes this
expect good year.
service.
Then Explanation: details Explanation Arouse the
to help the reader and reader’s
respond correctly, Alternatives: interest to
devices for easy- needed details, continue reading
reading like bulleted answers to the letter: In
lists and numbered questions, fact, thanks to
questions, tactful Fred More, your
development of you imbedded bad taxes are lower
attitude, positive news, this year.
emphasis and reader counterproposal, Create desire
benefit ideas for getting to help: needed
needed help or details, clear
for future benefits to
changes; sales reader,
promotion for
other products
available
End with Motivation and Positive, Easy Action:
Polite Closure: clear Friendly clear and easy
and easy action, Closure: action,
appreciation, polite appreciation, appreciation,
closure to build invitation to closure to build
goodwill future action, goodwill
good wishes,
forward look
BCE (HS-208), Adopted by Sir Muhammad Ali Khan, Prepared by: Pat Kamalani Hurley, Professor
Leeward CC, Date: 5-DEC-19.