WRITING ROUTINE AND

POSITIVE BUSINESS
MESSAGES
 Neutral Request

Routine Positive Reply

Positive Announcements

Goodwill Messages
Business Messages
Negative
Announcement

Non Routine Negative Negative Reply

Persuasive Writing Negative Review

ROUTINE MESSAGES
Business communication is often about routine topics
 ROUTINE MESSAGES
• Messages that you deal with on daily basis.

A small business owner asking for information from

supplier

A manager
A manager at large corporation sends email about a
compliments an
minor policy change
employee

A customer writes
Customers writes to a Employee writing to
positive comments Customer’s claim
store for product request for
about a company and adjustment
information recommendation
online
NEUTRAL MESSAGES-
DIRECT APPROACH
 Request Strategy
 Types of Request Messages
 REQUEST STRATEGY
• Begin routine requests by placing your request first.
Opening

• Using the direct approach, you place your main idea

(a clear statement of the request) in the opening.

• You use the middle to give details and justify your Direct
request. Approach

Close Body
• Then you close by requesting specific action and
concluding cordially.
 ROUTINE REQUEST STRATEGY
Introduction: State the Request
• Practice courtesy- “Please/I would appreciate it..”
• Acknowledge- “I know you’re swamped this week, but when you have a second, could you send
me . . .”
• Be specific - Don’t expect readers to figure out what you need-One page report or 100 pages

Body: Explain and Justify

• Ask important questions first
• Relevant Questions
• One topic question

Conclusion: Close the message

• Specific Request- Deadlines
• Contact Information
• Appreciation good will- say thank you-However, don’t thank the reader “in advance” for
cooperating; many people find that presumptuous. If the reader’s reply warrants a word of thanks,
send it after you’ve received the reply.
 COMMON EXAMPLES OF ROUTINE
REQUESTS

Action and Claims and

Recommendation
Information Adjustments
ASKING FOR INFORMATION AND ACTION-
DIRECT APPROACH

Introduction Content Conclusion

• State the request • Explain and • Offer readers
• e.g. support your benefit.
• I am writing to request ….
request • Call to action
• End with polite
close
 EXAMPLE
The aim of this letter is to request a small business loan of $50,000 to
improve and upgrade my restaurant. My business is registered and approved
by the health department. I have been in business for the past five years and have
shown a profit each year.

One of the reasons my restaurant is so successful is because it is the only

State request restaurant in the area of a five mile radius that serves authentic Indian food. We
purchase fresh produce daily and prepare several dishes that represent the cuisine
of both North and South India. 

To meet the growing demand for our specialty, I need to expand the kitchen, add
some new stove tops and refrigerators as well as expand the dining area. The
Explain your request shop next door has agreed to sell me their premises for expansion at a fair market
price.  
 
There are several other different ethnic restaurants in the area that are also
prospering, and I believe that the market for Indian cuisine is growing. My
restaurant is crowded every night especially on the weekends. I have already
invested most of my profits in the restaurant and require the loan to expand in
order to meet demand.
Please see the attached business plan that outlines my financial projection for the
next five years and clearly states my assets to date. 
Call to action/ Polite
close. If you have any questions, I can be reached at 555-123-4567 or at
Name@email.com. Thank you for your attention to my loan application. 
 
 ASKING FOR RECOMMENDATIONS
Direct Approach
• Ask for recommendation and explain what you need it
Introduction
for.

• Include experience, background, skills

Body
• Add any unique attributes

• Include a deadline and delivery information

Close
• Express appreciation
 EXAMPLE- ASKING FOR RECOMMENDATION
Dear Ms Kasturi
I am writing to ask whether it would be possible for you to
provide a reference for me. I am in the process of seeking
State request employment and a positive reference from you would enhance my
prospects of achieving my career goals.
Explain If you were able to attest to my qualifications for employment, and
the skills I attained during my tenure at ABC Company, I would
sincerely appreciate it.
Please let me know if there is any information I can provide
regarding my experience to assist you in giving me a reference. I can
be reached at jsmith@abcd.com or (111) 111-1111.
Thank you for your consideration.

Call to action/ Sincerely,

Polite close
John Smith
MAKING CLAIMS AND REQUESTING
ADJUSTMENT
 MAKING CLAIMS AND REQUESTING ADJUSTMENT
• If you’re dissatisfied with a company’s product or service, you can opt to make a claim (a
formal complaint) or request an adjustment (a claim settlement).
• In either case, it's important to maintain a professional tone in all your communication.
• In most cases, and especially in your first letter, assume that a fair adjustment will be made,
and use a direct approach.

Introduction Content Conclusion

• State the problem • Explain the situation • Propose a solution

clearly. clearly • Request specific action
• Provide backup
information
• Provide verification
 EXAMPLE
I am writing today to complain of the poor service I received from your company on June
12, 2016. I was visited by a representative of Electra Company, Mr. Joseph, at my home on that day.
Mr. Joseph was one hour late for his appointment and offered nothing by way of apology when he arrived
at noon. Your representative did not remove his muddy shoes upon entering my house, and consequently
left a trail of dirt in the hallway. Mr. Joseph then proceeded to present a range of products to me that I
had specifically told his assistant by telephone I was not interested in. I repeatedly tried to ask your
representative about the products that were of interest to me, but he refused to deal with my questions.
We ended our meeting after 25 minutes without either of us having accomplished anything.
I am most annoyed that I wasted a morning (and half a day's vacation) waiting for Mr. Joseph to show up.
My impression of Electra Company has been tarnished, and I am now concerned about how my existing
business is being managed by your firm. Furthermore, Mr. Joseph's inability to remove his muddy shoes
has meant that I have had to engage the services, and incur the expense, of a professional carpet cleaner.
I trust this is not the way Electra Company wishes to conduct business with valued customers—I have
been with you since the company was founded and have never encountered such treatment before. I
would welcome the opportunity to discuss matters further and to learn of how you propose
to prevent a similar situation from recurring. I look forward to hearing from you.
 POSITIVE MESSAGES-
DIRECT APPROACH
 POSITIVE Reply
 Announcements
 Goodwill Messages
 REPLY MESSAGE STRATEGY
- DIRECT APPROACH

The Message

Content/Body: Conclusion:
Introduction:
Relevant Cordial
Main Idea
Details Close

Receptive Audience
 EXAMPLE 2

• The customer service manager of a blog-hosting company is alerting

customers about a potential disruption of service.
 COMMON EXAMPLES OF ROUTINE REPLIES AND
POSITIVE MESSAGES

Action and Information

Recommendation

Claims and Adjustment

ANSWERING REQUESTS FOR INFORMATION
OR ACTION

Using the Direct Approach

Open with the Main Idea

Include Explanation and Detail

Close the Message Courteously

 REPLYING REQUEST FOR INFORMATION AND ACTION- DIRECT APPROACH

Here is the brochure “Entertainment Unlimited” that you requested. This booklet describes
the vast array of entertainment options available to you with an Ocean Satellite Device (OSD).
(Response to inquiry, questions)

On page 12 you’ll find a list of the 338 channels that the OSD brings into your home. You’ll have
access to movie, sports, and music channels; 24-hour news channels; local channels; and all the
major television networks. OSD gives you a clearer picture and more precise sound than those old-
fashioned dishes that took up most of your yard—and OSD uses only a small dish that mounts easily
on your roof.

More music, more cartoons, more experts, more news, and more sports are available to you with OSD
than with any other cable or satellite connection in this region. It’s all there, right at your fingertips.
(Leave reader with a good impression of your firm)

Just call us at 1-800-786-4331, and an OSD representative will come to your home to answer your
questions. You’ll love the programming and the low monthly cost. Call today! (Encourage future sale)
 GRANTING CLAIMS AND REQUEST FOR
ADJUSTMENT- DIRECT APPROACH

Who Is at Fault?

The The A Third

Company Customer Party

Few people go to the trouble of requesting an adjustment unless they actually have a
problem, so most businesses start from the assumption that the customer is
correct.
GRANTING CLAIMS AND REQUEST FOR ADJUSTMENTS
• Acknowledge receipt of complaint
• Sympathize with customer’s frustration
Company’s Mistake • Take or assign personal responsibility for setting matters straight
(Positive Response) • Explain your plan of action
• Work to repair the relationship
• Follow up on your response

• refuse the claim and attempt to justify your refusal

• simply do what the customer asks.
Customer’s Mistake
(Positive/ Negative • **** If you refuse the claim, you may lose your customer—as well as many
Response) of the customer's friends, who will hear only one side of the dispute. Weigh
the cost of the adjustment against the cost of losing future business from
one or more customers.

• you have three options:

Third Party’s Mistake • Simply honor the claim
(Positive/ Negative
• Honor the claim, but explain you’re not at fault
Response)
• Refer the claimant to the third party
 EXAMPLE

Dear Mr. Smith:

I was very disappointed to read your letter of August 17 dealing with the issue of
incorrectly produced publicity leaflets. As someone who values your business, I
have already begun to find a solution to resolve this problem.

My top photographer will call you to arrange an appointment at your earliest possible
convenience to re-take photos in full color. Also, we will deduct another 15 percent of
the bill for the misunderstanding. Thank you for your patience.
 ANNOUNCEMENTS/SHARING
INFORMATION- DIRECT APPROACH
 ROUTINE INFORMATION
Project Updates

Order Status

Policies

Department Announcements

Reminder Notices
 SHARING ROUTINE INFORMATION-
DIRECT APPROACH

Opening State Purpose; Nature of Information

Body Provide Necessary Information

Closing End with a Courteous Close

 ANNOUNCEMENT
In our ongoing efforts to improve your employee benefits, we are pleased to announce that
effective September 1, Doe Corporation will participate in a savings plan available to all
full-time employees.

For anyone who saves at least 3% in the master retirement plan through payroll deduction each
month, Doe Corporation will deposit a matching 3%. Employees may have a payroll deduction of
up to 17% of their gross income each month, making a total possible tax-deferred savings each
month of 20%.

The benefits office will mail further information and enrolment forms to your home
address. They will also hold a meeting on August 15, to explain the program and answer
questions. If you plan to participate, you must sign up before August 20.
https://www.writeexpress.com/announ23.html
 ANNOUNCING GOOD NEWS

•News Releases

External
Messages •Direct-to-Consumer Releases

•Social Media Releases

BUSINESS ANNOUNCEMENTS ON SOCIAL
MEDIA
GOODWILL MESSAGES
 FOSTERING GOODWILL-DIRECT APPROACH

Sending Expressing Offering

Congratulations Appreciation Condolences
• Workplace achievements • Recognize contributions • Express caring
• Personal events • Promote future excellence • Consider media and timing
 EXAMPLE-CONGRATULATIONS
MESSAGE
Subject: Congratulations!
Dear James,
Congratulations on doing such a great job on developing a new project
plan for your group.
The extra time you've been putting in on this has really paid off, and I believe
that you have presented an ambitious and attainable set of goals for your team
and the company.

Sincerely,
Mick
 EXAMPLE- APPRECIATION MESSAGE
Thank you and everyone on your team for the heroic efforts you took to bring
our servers back up after last Friday’s flood.
We were able to restore business right on schedule first thing Monday morning.
You went far beyond the level of contractual service in restoring our data center
within 16 hours. I would especially like to highlight the contribution of
networking specialist Julienne Marks, who worked for 12 straight hours to
reconnect our Internet service.
If I can serve as a reference in your future sales activities, please do not hesitate
to ask.
 EXAMPLE: CONDOLENCE LETTER
Dear Mrs. Sampson,

We are so sorry to hear of Frank's death and we want to express our most sincere sympathies to you and
the family during this difficult time. Your husband was a highly valuable and respected member of our
team and the effects of his passing are already being felt here by his fellow employees and management.
Frank was a wonderful employee who understood the meaning of the word "team." He was always more
focused on the good of the company and the department than on his own benefit. He made many great
contributions to the company and helped it move forward in numerous ways. His work here will not
soon be forgotten.
Please accept my sincere condolences for you and the family. Frank was a remarkable man and everyone
at GHY is better for having known him. For those of us that had the privilege of calling him "friend"
outside of work, we were humbled by his kindness and compassion to everyone around him.
He will be greatly missed and everyone here is saddened by his death. Know that our thoughts and
prayers are with you and his family and friends during this difficult time.
With sincere sympathy,
The Staff at GHY Systems, Inc.