Chapter 6

Routine Letters and

Goodwill Messages

Essentials of Business Communication, Asian Edition Ch. 6–1

 Learning Outcomes

1. Write letters requesting information and

action.
2. Write letters ordering merchandise.
3. Write letters making claims.
4. Write letters responding to information
requests.

Essentials of Business Communication, Asian Edition Ch. 6–2

 Learning Outcomes

5. Write letters responding to customer

orders.
6. Write letters granting claims.

Essentials of Business Communication, Asian Edition Ch. 6–3

 Parts of a Business Letter

Letterhead
Letterhead Island
IslandGraphics
Graphics
893
893Dillingham
DillinghamBoulevard
Boulevard
Honolulu,
Honolulu,HIHI 96817-8817
96817-8817
line
line12
12oror22lines
linesbelow
belowletterhead
letterhead
Dateline
Dateline September
September13,
13,200x
200x
22toto10
10lines
lines
Inside
Inside Mr.
Mr.T.
T.M.
M.Wilson
Wilson
Address
Address Visual
VisualConcepts
ConceptsEnterprises
Enterprises
1901
1901Haumualii
HaumualiiHighway
Highway
Lihue,
Lihue,HI
HI96766
96766
11blank
blankline
line
Salutation
Salutation Dear
DearMr.
Mr.Wilson:
Wilson:
Essentials of Business Communication, Asian Edition Ch. 6–4
 Parts of a Business Letter

11blank
blankline
line
Subject
SubjectLine
Line SUBJECT:
SUBJECT:BLOCK
BLOCKLETTER
LETTERSTYLE
STYLE
11blank
blankline
line
Body
Body This
Thisletter
letterillustrates
illustratesblock
blockletter
letterstyle,
style,about
about
which
whichyouyouasked.
asked.All Alltyped
typedlines
linesbegin
beginat atthe
theleft
left
margin.
margin.The Thedatedateisisusually
usuallyplaced
placedtwo
twoinches
inches
from
fromthethetop
topedge
edgeof ofthe
thepaper
paperor ortwo
twolines
linesbelow
below
the
thelast
lastline
lineof of the
theletterhead,
letterhead,whichever
whicheverposition
position
isislower.
lower.
IfIfaasubject
subjectline
lineisisincluded,
included,ititappears
appearstwo
twolines
lines
below
belowthe
thesalutation.
salutation.TheTheword
wordSUBJECT
SUBJECT isis
optional.
optional.The
Thecomplimentary
complimentaryclose closeappears
appears

Essentials of Business Communication, Asian Edition Ch. 6–5

 Parts of a Business Letter

two
twolines
linesbelow
belowthe
theend
endof
ofthe
thelast
lastparagraph.
paragraph.
11blank
blankline
line
Complimentary
Complimentary Sincerely,
Sincerely,
Close
Close
33blank
blanklines
lines

Signature
Signature Mark
MarkH.
H.Wong
Wong
Block
Block Graphics
GraphicsDesigner
Designer
11blank
blankline
line
Reference
Reference MHW:pil
MHW:pil
Initials
Initials

Essentials of Business Communication, Asian Edition Ch. 6–6

 Writing Plan for an
Information Request
• Opening: Ask the most important
question first or express a
polite command.
• Body: Explain the request logically
and courteously. Ask other
questions if necessary.
• Closing: Request a specific action with an
end date, if appropriate, and
show appreciation.

Essentials of Business Communication, Asian Edition Ch. 6–7

 Improving Openers for
Routine Request Letters
Weak:
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:
Will you please answer the following questions
regarding possible accommodations at the Hyatt
Regency for a conference in May.

Essentials of Business Communication, Asian Edition Ch. 6–8

 Improving Openers for
Routine Request Letters
Weak:
While reading WIRED magazine, I noticed an
offer of a free video describing your Web-
building software.
Improved:
Please send me your free video describing your
Web-building software.

Essentials of Business Communication, Asian Edition Ch. 6–9

 Improving Openers for
Routine Request Letters
Weak:
I am conducting a training class for students of
photography at the Lincoln Training Center, and I
saw a picture that we would like to use in our
program.
Improved:
What is the procedure for ordering a copy of a
photograph to be used for training purposes?

Essentials of Business Communication, Asian Edition Ch. 6–10

 Improving Closings for
Routine Request Letters
Weak:
Thanks for any information you provide.
Improved:
We would appreciate receiving answers to these
questions before April 4 so that we will have
plenty of time to plan our conference.

Essentials of Business Communication, Asian Edition Ch. 6–11

 Improving Closings for
Routine Request Letters

Weak:
Hoping to hear from you at your earliest
convenience.
Improved:
Please send the video by August 15.

Essentials of Business Communication, Asian Edition Ch. 6–12

 Improving Closings for
Routine Request Letters
Weak:
Thank you for your cooperation.
Improved:
Your answer to my inquiry will help me make my
printer choice. Thanks!

Essentials of Business Communication, Asian Edition Ch. 6–13

• I would like to know if the Hyatt Regency can provide
accommodations and meeting rooms for 250 GeoTec
staff for a conference between 10-14 May 2008.
• Our spring sales conference is scheduled for next May,
and I am collecting information for our planning
committee. Please also answer the following additional
questions.
* Does the hotel have a banquet room that can seat
250?
* Do you have at least four smaller meeting rooms,
each to accommodate a maximum of 75?
Essentials of Business Communication, Asian Edition Ch. 6–14
 * What kind of computer facilities are available for
electronic presentations?

• We would appreciate receiving answers to these

questions before 10 December 2007 so that we will have
plenty of time to plan our conference.

• Yours sincerely,
• Carol A. Allen
• Carol A. Allen
• Corporate Travel Department

Essentials of Business Communication, Asian Edition Ch. 6–15

Writing Plan for an Order Request

• Opening: Authorize purchase of items. Suggest

method of shipping.
• Body: List items vertically. Provide quantity,
order number, description, and unit
price.
• Closing: Request shipment by a specific date.
Tell method of payment. Express
appreciation.

Essentials of Business Communication, Asian Edition Ch. 6–16

 Writing Plan for a Simple Claim

• Opening: Describe clearly the desired action.

• Body: Explain the nature of the claim. Tell why
the claim is justified. Provide details
regarding the action requested.
• Closing: End pleasantly with a goodwill
statement. Include end dating if
appropriate.

Essentials of Business Communication, Asian Edition Ch. 6–17

• Weak
• You call yourselves Sweet Sounds, but all I’m
getting from your service is sour notes! I’m furious
that you have your salespeople slip in unwanted
services to boost your sales.

• Improved
• Please credit my VISA account, No. 000-0046-2198-
9421, to correct an erroneous charge of $299.

Essentials of Business Communication, Asian Edition Ch. 6–18

• On August 8, I purchased a Panatronic VCR form
the Sweet Sounds at Tsim Sha Tsui. Although the
salesperson discussed a three-year extended
warranty with me, I decided that I did not want to
purchase that service for $299. However, when my
credit card statement arrived this month, I noticed
an extra $299 charge from Sweet Sounds, Inc. I
suspect that this charge represents the warranty I
declined.
Essentials of Business Communication, Asian Edition Ch. 6–19
• Enclosed is a copy of my sales invoice along
with my VISA statement on which I circled the
charge. Please authorize a credit immediately
and send a copy of the transaction to me at the
above address.

Essentials of Business Communication, Asian Edition Ch. 6–20

• Weak
• How can you hope to stay in business with such
fraudulent practices? I was expecting to return
this month and look at CD players, but you can
be sure I’ll find an honest dealer this time.
• Improved
• I’m enjoying all the features of my Panatronic
VCR and would like to be shopping at Sweet
Sounds for a CD player shortly.

Essentials of Business Communication, Asian Edition Ch. 6–21

 Writing Plan for
Granting Claim
• Subject Line (optional): Identify previous correspondence.
• Opening: Grant the request or announce
an adjustment immediately.
• Body: Provide details about how you are
complying with the request. Try to
regain the reader’s confidence.
Include resale or sales promotion if
appropriate.
• Closing: End positively with forward-looking
thought. Express confidence in
future business dealings.
Essentials of Business Communication, Asian Edition Ch. 6–22
 Writing Plan for a Letter
of Recommendation
• Opening: Identify the applicant, the position, and
the reason for writing. Establish your
relationship with the applicant.
• Body: Describe applicant’s job duties; give
specific examples of skills and attributes.
Compare with others in field.
• Closing: Summarize applicant’s significant
attributes. Offer an overall rating. Draw a
conclusion regarding the
recommendation.
Essentials of Business Communication, Asian Edition Ch. 6–23
• Weak
• In response to your recent complaint
about a missing shipment, it’s very
difficult to deliver merchandise when
we have been given an erroneous
address.
• Improved
• You should receive by February 25 a
second shipment of the speakers, VCRs,
headphones, and other electronic
equipment that you ordered January 20.
Essentials of Business Communication, Asian Edition Ch. 6–24
• Weak
• Although we feel that it is entirely
appropriate to charge you shipping and
restocking fees, as is our standard
practice on returned goods, in this
instance we will waive those fees.
• Improve
• Over the years our customers’ respect has
made us successful, and we hope that the
prompt delivery of this shipment will retain
yours.

Essentials of Business Communication, Asian Edition Ch. 6–25

Three Kinds of Goodwill Messages

1. Letters of appreciation
• To customers for their business
• To hosts and hostesses for their
hospitality
• To colleagues for jobs well done
• To individuals who have performed
favors

Essentials of Business Communication, Asian Edition Ch. 6–26

Three Kinds of Goodwill Messages

2. Letters of congratulation
• For engagements, marriages, anniversaries,
births
• For promotions, appointments
• For awards
• For any significant event

Essentials of Business Communication, Asian Edition Ch. 6–27

Three Kinds of Goodwill Messages

3. Letters of sympathy
• To console a friend, relative, or loved one

Essentials of Business Communication, Asian Edition Ch. 6–28

 Goodwill Messages:
Cards or Personalized Letters?
Typical Greeting Card Thank-You Message
It's wonderful to visit
with someone as nice as you–
You make your guests feel so at home
by everything you do.
So this just comes to thank you
in a warm and special way–
For your hospitality was enjoyed
much more than words can say!

Essentials of Business Communication, Asian Edition Ch. 6–29

 Goodwill Messages:
Cards or Personalized Letters?
Personalized Thank-You Letter
Dear
DearProfessor
Professorand
andMrs.
Mrs.Shelton:
Shelton:

Thanks
Thanksfor
forinviting
invitingthe
theother
othermembers
membersofofour
ourbusiness
businessclub
cluband
andme
me
to
toyour
yourhome
homeforfordinner
dinnerlast
lastSaturday.
Saturday.

The
Thewarm
warmreception
receptionyou
youand
andyour
yourwife
wifegave
gaveus usmade
madethetheevening
evening
very
veryspecial.
special.Your
Yourgracious
gracioushospitality,
hospitality,the
thedelicious
deliciousdinner
dinnerserved
served
ininaalovely
lovelysetting,
setting,and
andthe
thelively
livelydiscussion
discussionfollowing
followingdinner
dinnerall
all
served
servedtotocreate
createananenjoyable
enjoyableevening
eveningthatthatIIwill
willlong
longremember.
remember.

Essentials of Business Communication, Asian Edition Ch. 6–30

 Goodwill Messages:
Cards or Personalized Letters?
Personalized Thank-You Letter
We
Weappreciate
appreciatethe
theopportunity
opportunityyou
youprovided
providedfor
forus
usstudents
studentsto
to
become
becomebetter
betteracquainted
acquaintedwith
witheach
eachother
otherand
andwith
withyou.
you.

Sincerely,
Sincerely,

Essentials of Business Communication, Asian Edition Ch. 6–31

 Tips for Writing
Goodwill Messages
The Five Ss
• Be selfless. Discuss the receiver, not the
sender.
• Be specific. Instead of generic statements
(You did a good job), include special details
(Your marketing strategy to target key
customers proved to be outstanding).

Essentials of Business Communication, Asian Edition Ch. 6–32

 Tips for Writing
Goodwill Messages
The Five Ss
• Be sincere. Show your honest feelings with
conversational, unpretentious language
(We're all very proud of your award).
• Be spontaneous. Strive to make the
message natural, fresh, and direct. Avoid
canned phrases (If I may be of service,
please do not hesitate . . . . ).
Essentials of Business Communication, Asian Edition Ch. 6–33
 Tips for Writing
Goodwill Messages
The Five Ss
• Keep the message short. Remember that,
although they may be as long as needed,
most goodwill messages are fairly short.

Essentials of Business Communication, Asian Edition Ch. 6–34

 Writing Thank-Yous

Cover three points in gift thank-yous.

• Identify the gift.
• Tell why you appreciate it.
• Explain how you will use it.

Essentials of Business Communication, Asian Edition Ch. 6–35

 Writing Thank-Yous

Be sincere in sending thanks for a favor.

• Tell what the favor means to you.
• Avoid superlatives and gushiness.
• Maintain credibility with sincere, simple
statements.

Essentials of Business Communication, Asian Edition Ch. 6–36

 Writing Thank-Yous

Offer praise in expressing thanks for

hospitality. As appropriate, compliment
the following:
• Fine food
• Charming surroundings
• Warm hospitality
• Excellent host and hostess
• Good company
Essentials of Business Communication, Asian Edition Ch. 6–37
 Answering Congratulatory
Messages
Respond to congratulations.
• Send a brief note expressing your
appreciation.
• Tell how good the message made you feel.
Accept praise gracefully.
• Don't make belittling comments (I'm not
really all that good!) to reduce
awkwardness or embarrassment.
Essentials of Business Communication, Asian Edition Ch. 6–38
 Extending Sympathy

Refer to the loss or tragedy directly but

sensitively.
• In the first sentence mention the loss
and your personal reaction.
• For deaths, praise the deceased.
Describe positive personal
characteristics (Howard was a forceful
but caring leader).

Essentials of Business Communication, Asian Edition Ch. 6–39

 Extending Sympathy

• 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.

Essentials of Business Communication, Asian Edition Ch. 6–40

 End

Essentials of Business Communication, Asian Edition Ch. 6–41