ES2002 Business Communication

Letter Writing: Organising

 Three broad outline patterns

• Direct
• Indirect
• Persuasive

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 Direct approach

Used when you anticipate readers’

response to be positive or neutral.

Examples
Letters that grant credit/requests
Congratulatory messages
Letters that acknowledge receipt of goods

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 Opening
Direct approach: Opening
• Begin immediately with the main

Direct approach
idea
• State purpose in the first
paragraph
• Avoid slow starts

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 Opening
Direct approach: Opening

Direct approach
Examples of opening:

I will be honored to emcee the annual Chamber of

Commerce banquet on 25 May at Westin Stamford.

The revised source code with the proper in-program

documentation will be shipped to you within three
weeks.

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 Middle
Direct approach: Middle

Direct approach
• Provide more information, details or
supporting facts
• Ensure:
• Accuracy
• Completeness
• Relevance
• Logical presentation

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 Closing
Direct approach: Closing

Direct approach
• State action required
• End with positive, friendly
statement to build goodwill

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 Direct approach

Opening Most important idea

Supporting details
Middle
or facts

Friendly/
Close positive
statement

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 Indirect approach

Used when you anticipate readers’

response to be negative.

Examples
Letters that turn down requests/invitations
Letters that terminate a business relationship
Warning letters

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 Opening
Indirect approach: Opening

Indirect approach
• Start with a buffer
• Ensure buffer is
• Neutral … some kind of barrier
• Pleasant that helps cushion
the shock of the
bad news

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 Opening
Indirect approach: Opening

Indirect approach
Examples of buffer statements
Thank you for your interest in the clerical position
at XYZ Co. (Letter turning down a job applicant.)
We have always enjoyed serving you as a customer.
(Letter refusing a request)

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 Middle
Indirect approach: Middle

Indirect approach
• Explain reasons behind the
negative response
• State refusal briefly

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 Middle
Indirect approach: Middle

Indirect approach
Explanation should be:
• Adequate
• Relevant and concise
• Believable • Provide plausible explanations
• Dignified • Avoid involved explanations
• Avoid using “against company policy”

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 Middle
Indirect approach: Middle

Indirect approach
Refusal should:
• Be brief
• Be de-emphasized

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 Closing
Indirect approach: Closing

Indirect approach
Offer alternative solution, if
possible
End with positive friendly
statement

We regret that we have not been able to accede to your

request this time. However, should we be able to assist
you in the future, please contact us.

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 Indirect approach

Opening Buffer

Middle Explanation
Bad news

Positive
Closing note

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 Persuasive approach

Used when you anticipate resistance

or a lack of interest.
Examples are letters that ask readers to:
•cooperate
•put in extra work hours (non-sales
•contribute a service letters)
•make a donation
•make a purchase (sales letters)

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 Opening
Persuasive approach: Opening

Persuasive approach
Gain readers’ Attention

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Ways of capturing Examples
attention
Make the reader feel special At Zidex, employees are our greatest
asset.
... You have been selected for approved
membership for our Gold Card. Sales

Express appreciation for the … Tritech would not have made it through
reader’s efforts those tough times if not for your continued
support and perseverance.

Focus on something of great We want to ensure that the services that

concern to the reader we offer will stay relevant.
Ask a question Don’t you want to provide your loved ones
Sales with the best things in life?

Emphasise newness of For the first time in Singapore, the new

product/service Toshiba AB123 …
Sales

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 Middle
Persuasive approach: Middle
(Non-sales letters)

Persuasive approach
• Win the readers’ Support
 Address readers’
concerns/questions/objections
 Emphasise reader benefits
 Highlight other positive outcomes

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 Middle
Persuasive approach: Middle
(Sales letters)

Persuasive approach
• Create Desire in Product/Service
 Emphasise key selling points
 Articulate reader benefits
 Show how product/service can
meet readers’ needs
 Introduce price attractively

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 Closing
Persuasive approach: Closing

Persuasive approach
• Motivate Action
 State action
clearly/confidently
 Prompt for quick action
 End on positive note

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 Persuasive approach

Non-sales letters Sales letters

Attract Attention Attract Attention

Win Support Create Desire in

Product/Service

Motivate Action Motivate Action

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 Which approach?
Content Anticipated Approach Desired
reaction reaction
Good news Positive Direct Positive/neutral
or routine or neutral

Bad news or Negative Indirect Understanding

unfavourable

Requests for Indifferent or Persuasive Interested/

service, money resistant Persuaded
cooperation/
Sales letters

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 Points to note

Writing plans for the three approaches are just

broad guidelines
Avoid sounding standardised / artificial
Plan each message for the specific reader’s needs

Your writing will remain interesting, sincere, and

real to the reader

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