Goodwill messages are special messages.

Unlike good news message that say “yes" to the

reader related to business, goodwill messages are meant to build goodwill. These messages are always
appreciated. These are very nice letters to receive because they often come as a pleasant surprise.
Unlike ‘good news’ letters that give positive news related to business, goodwill letters build
relationships.

Finding the right words to express feelings is sometimes more difficult than writing ordinary
messages. A ready-made card, even one that's well designed and attractive, simple does not have the
same emotional impact as a personalized letter.

Five S’s of Goodwill Messages:

1. Be selfless. Focus on the reader, not on the sender. When praising others, avoid such comments
“as I remember when I. . . .” you should concern more with that person you are sending the
message, than your own.

2. Be specific. Personalize the message by mentioning specific incidents or characteristics of the

receiver. Instead of vague statements like “you did a good job”, include special details like stating
names, describing them, or recalling back a memory with that person.

3. Be sincere. Show your honest feelings with conversational, everyday language. Rehearse in your
mind how you would express the message to the receiver orally. Then transform that conversational
language to your written message. Avoid pretentious, formal, or flowery language. Just be direct,
and use simple or easy-to-understand words.

4. Be spontaneous. Strive to make the message natural, fresh and direct. Avoid canned phrases like
“Congratulations on your promotion” or “good luck in the future.” Strive for directness and
naturalness, not creative brilliance.

5. Keep it short. Goodwill messages are fairly brief. Begin your letters effectively. Because goodwill
letters express the writer's feelings, these are the only letters that permit you to begin with "I" or
"We." The most effective beginning is still one that expresses the YOU-ATTITUDE. End with a specific
polite closure. Avoid using the word "contact" which may sound quite formal, when "call me" or
"email me" are more precise.

Appreciation Letters:

a. As appropriate, express your pride in the receiver’s accomplishment or state how the receiver
deserves the honor without being too excessive with words.

Expressing Thanks for a Gift.

b. Cover three points in gift thank-you’s:

1. identify the gift,

 2. tell why you appreciate it, and

3. explain how you will use it or explain what the gift means to you.

Just like in this message, with the sender pertaining to the object, which is the vase, she said
“Each time I fill it, I will remember your thoughtfulness in choosing this lovely gift for me."

Sending Thanks for a Favor.

c. Be sincere in sending thanks for a favor or for hard work. Tell what the favor means to you. Avoid
superlatives and gushiness. And maintain credibility with sincere, simple statements.

Tell how the favor, action or donation helped you accomplish your goals. For example, "I sincerely
appreciate your filling in for me last week when I was too ill to attend the planning committee meeting
for the spring exhibition. Without your participation, much of my preparatory work would have been
lost."

Extending Thanks for Hospitality. Compliment things such as the:

1. fine food,

2. charming surroundings,

3. warm hospitality,

4. excellent hosts, and/or

5. fun/stimulating company

Recognition Letters:

a. In writing recognition letters, Write promptly. Don’t procrastinate in recognizing accomplishments

and significant events in the lives of friends, customers, and fellow workers.

b. Personalize the message. Include specific details, anecdotes, and meaningful tidbits that show your
thoughtfulness and feelings.

This can also be applied within the business, particularly on:

1. Recognizing Employees for Their Contributions. A letter that recognizes specific employee
contributions makes the person feel appreciated even if it is not accompanied by a bonus check.

Replying to Goodwill Messages:

Failing to respond to notes of congratulations and most other goodwill messages is like failing to say
You’re welcome when someone says Thank you. Responding to such messages is simply the polite thing
to do.

Answering a Congratulatory Note. Keep it short and simple like “Thanks for your kind words regarding
my award, and thanks, too, for forwarding me the link to the article online. I truly appreciate your warm
wishes."

1. When Responding to a Praise. Use simple words in conveying your appreciation. Example is the
message attached in the slide “Your note about my work made me feel good. I’m grateful for
your thoughtfulness.”

In writing Sympathy Letters:

a. Refer to the loss or tragedy directly but sensitively. In the first sentence mention the loss and your
personal reaction. Unlike other business letters, this letter may start with “I” since you are expressing
personal feelings.

b. For deaths, praise the deceased. Describe positive personal characteristics like “Warren’s kind nature
and friendly spirit.” Specific information on how much the person will be missed will bring real comfort
to loved ones.

c. Also try to Offer Assistance. Suggest your availability, especially if you can do something specific,
similar to the sentence in this message which is “If we may help you or lighten your load in any way, you
have but to call.”

d. Lastly, End on a reassuring, positive note. Perhaps refer to the strength the reader finds in friends,
family, colleagues, or religion.

Is E-mail Appropriate for Goodwill Messages?

In expressing thanks or responding to goodwill messages, handwritten notes are most

impressive. However, if you frequently communicate with the receiver by e-mail and if you are sure your
note will not get lost, then sending goodwill message through email is acceptable, according to the Emily
Post Institute. To express sympathy immediately after learning of a death or accident, you might
precede a phone call or a written condolence message with an e-mail. E-mail is a fast and nonintrusive
way to show your feelings. However, Emily Post Institute advised to immediately follow with a
handwritten note. Remember that e-mail messages are quickly gone and forgotten. Handwritten or
printed messages remain and can be savored. Your thoughtfulness is more lasting if you take the time
to prepare a handwritten or printed message on notepaper or personal stationery.