Not only are others evaluating your competence, but they may be judg- = 6¢ Cornmunication is

ing your integrity. Being ethical in your communications, oral or written, is the most important
very important. If you promise to do things but fail to do so, if you make skill in life. We spend
wa

statements that are not factual, if you make untruthful comments about most of our waking
7 Nomen Veneey Seger Somer’ (ett

others, or if you are careless in your writing, others will not trust you and = hours communicating. 9?
will become hesitant to work with you. —Stephen R. Covey,
The Seven Habits of Highly
Reflection on Your Company Effective People
When you communicate as an employee of your company, you represent the
company. Customers will evaluate your company based on their interaction
with you. Goodwill is the positive feeling or attitude that you show or that
customers have about a business that encourages customer loyalty. As an
VentBe

employee, you can strengthen or you can destroy that goodwill based on the
manner in which you communicate. Thing ap 1.1
tl

Your written communicati are a permanent record of your ability : :

, ESvens 4 PY : ; y y Discuss: Do you agree with
to write. People who read these communications form an opinion of both —_Cgyey that communication is
pet

you and your organization. Presenting yourself well in writing means the most important skill in life?
that you will project a favorable image of your organization as well as pro- Why do you agree with him? or
tt Nin cent it

: ‘3 : Why do you disagree with him?

mote successful business operations both internally and externally. cau
Olrc Wr

'

THE CHANGING WORKPLACE ENVIRONMENT

—

_—

Communication skills have always been important in the workplace. As the

business world changes, the importance of these skills increases. Workers
today are faced with the following challenges:

* Increased use of technology

¢ Increased global competition

* Restructured management and/or product lines

* Increased quality emphasis and customer focus

Hill

¢ Increased focus on legal and ethical problems

Copyright © Gleneoe/MeGraw-

All of these changes influence the communication process within orga-

nizations. Technology, however, has had the greatest impact on how we
communicate. Electronic mail, voice mail, teleconferences, computer net-
works, fax machines, and the Internet have expanded our methods of com-
municating. More employees are talking to each other and sharing data as
they use the various technologies to search for, collect, prepare, and report
information. Computer communication is also used for activities such as
group problem solving, consensus building, and group projects. 9
These technological advances have also changed the world in which Thatingcgp 1.
businesses operate. We now live in a global economy. To be successful, | Discuss: How does global
businesses need to compete in the global marketplace. Since English is competition affect the way we
: : : ; ; communicate?
the international business language, translations have become important;

Setting the Stage for Effective Communication

 correct grammar is vital since the information communicated will be
based on a literal translation of the original message. Slang, jargon, and
acronyms need to be eliminated. In addition, you must become aware of
different cultures and their unique communication processes.

As companies have restructured and invested in increased technology,

NOTES = more employees ait all levels are having to create their own written commu-
Teaming Up nications. In addition, the emphasis on quality, whether total quality man-
Ge.
Collaborative
ss
agement (TQM) or continuous improvement, has put increased importance
writing consists of two or on employees doing work correctly the first time, working in teams, and
more individuals working being more customer focused. All of these changes in the environment have
together to produce one
document. resulted in increased emphasis on ethical and legal concerns for all employ-
ees throughout the organization.

As the use of teams and groups expands within companies, the ability
to work cooperatively and collaboratively becomes more important.
Working together adds a new dimension to the communication skills
needed in business. Previously, most communications were developed
individually. Now, several individuals may work together in creating vari-
ous documents and communications, a process requiring additional writ-
ten and oral skills.

UsinGc BuSINESS COMMUNICATION AT WoRK

66 The real challenge is to Communication is a vital part of our world today. You may be a very well-
make good communication educated, talented individual who has much to offer your company. If you
a handy and well-used tool. cannot get your ideas across to others, you will not be able to share your
Then you are likely to pick knowledge and skills. Ideas are commonplace, but the ability to communi-
it up and use it without cate ideas clearly to others is rare. Learning to communicate your ideas is the
thinking. 99 major thrust of this book.
—Max DePree,
Leadership Is an Art Business Communication at Work is designed to provide you with the
background and skills needed to enter the business world and achieve suc-
cess. Simply listening to a concert will not teach you to play the guitar, nor
Copyright © Glencoe/McGraw-Hill

will strolling through an art museum teach you to paint pictures. Similarly,
reading good business letters or reading about how to write good business
letters won't teach you to write them, and hearing good reports won't teach
you to create them.

To develop your communication ability, you must do three things:

4. Analyze good and bad examples of communication.

2. Use the principles and techniques of good communication.

3. Practice creating your own communications.

D
Both planning and composing effective messages require that you study
and put into practice certain principles and techniques of effective com-
munication. At first you will have to concentrate deliberately on using these

Chapter 1
 principles and techniques; after practice, you will be able to master them
and use them with ease. Business Communication at Work will offer you
many opportunities for practice as you respond to the realistic communi-
cation situations presented. The major focus of this textbook will be on
written business communication.

The principles and techniques presented can also be applied to your

personal business affairs. They can be used to assist you in communicating
effectively in non-work related areas of your life, whether you are
writing a letter to your insurance company or preparing a report for a com-
Saving Face
munity group.
In some cultures, the concept
of “having face” refers to the
perceived status a person
Why We Communicate holds. In countries such as
As you communicate, your goal may be one or more of the following: China or Thailand, “face”
refers also to the entire orga-
° To inform nization the person repre-
sents. Criticizing an employee
* To request
in public can result in the
° To persuade employee losing face,
thereby disrupting the busi-
° To build goodwill
ness relationship. Suppose
your company works closely
The purposes of communication may involve the sharing and exchange of
le

with a Chinese manufacturing

information, such as:
firm. How would you approach
e Ideas the manufacturing firm’s
representative with a com-
° Facts
plaint about the quality of
le

e Recommendations the product?

e Proposals
—

Business communication is functional and useful. Without the ability to

exchange information, business as we know it could not exist.

How We Communicate
Hill

Normally, we think of communication skills as talking and writing. We com-

Copyright © Glencoe/MeGraw-

municate, however, in several important ways, including:

NOTES
° Written communications—letters, memos, reports, e-mail, faxes is
Words
¢ Oral communications—one-on-one meetings, phone conversations, Unspoken =
What we say nonverbally
rv Te =,

speeches, video conferencing, group meetings

may communicate more
¢ Nonverbal communications—eye contact, facial expressions, body than our spoken words.
Janguage, physical appearance

¢ Active listening—listening with a high level of concentration; listen-

ing for information

J This text will expand your expertise in communicating in each of these

important ways.

Setting the Stage for Effective Communication

Thinking Cape} Basics for Communicating Effectively
When you are communicating, regardless of the purpose or situation, you
Discuss: How might hostility
should remember and make use of certain basics for communicating effec-
be apparent in written commu-
nications, in oral communica- tively. You should:
tions, in nonverbal communica-
tions, and in listening? e Determine the purpose of your communication.

¢ Identify your “audience’ —the person(s) who will receive the

communication.

¢ Consider what your audience needs to “hear” in order for your

communication to be effective.

¢ Develop your message in a clear, concise, and logical manner.

¢ Maintain a positive attitude throughout your communication.

In addition, being an effective business communicator requires you to be

aware of your ethical and legal responsibilities and to be sensitive to lan-
NOTES
guage bias and cultural diversity. If you use the following as your guide, you
Legal will be on your way to meeting these responsibilities:
Terms
- Ethics: moral principles ¢ Be honest in your communications.
or standards
¢ Give the correct information.
- Slander: orally defaming an
individual's character ¢ Use gender-neutral language. Use words that reflect nonbias, such
- Libel: defaming an individual's
character in writing
as police officer instead of policeman. Avoid using occupational
phrases that indicate gender. For example, a manager should discuss
the budget with his or her staff instead of his staff or her staff. You'll
learn more about how to avoid these situations later in the text.

¢ Do not intentionally misrepresent or mislead others in your

communications.

¢ Include all vital information that is relevant to the situation.

¢ Guard against damaging another person's name and reputation by

making false accusations,

¢ Familiarize yourself with the laws pertaining to any communications

for which you are responsible.
Copyright © Glencoe/McGraw-Hill

The people you will communicate with may be very different from you.
They may be from another part of the world, and their ways of doing things
as well as the way they think may be different. This difference in people is
referred to as cultural diversity. As you recognize and become sensitive to
cultural diversity, you will see that different groups of people communicate
in different ways. When you communicate in a global community, remem-
ber that different meanings are often attached to the ways people commu-
nicate. Not only do people around the world have diverse values and beliefs
and use different languages, but their written and oral communication styles
and formats vary. For example, some styles are more formal than others.

Chapter 1
 Nonverbal communication also varies widely—gestures, body language,
eye contact, and touch are all used in diverse ways by different cultures.

As you communicate with people in other cultures, you will need to learn
about the specifics of communication for those cultures. Those who have
learned English as their second language have been taught formal English.
You, too, should use formal English and eliminate slang, jargon, acronyms,
and other informal language in your writing and speaking. Remember to
keep your communication brief, clear, and simple.

Checkpoint 1.1

1. Explain the significance of goodwill in a business situation.

2. Consider the following concepts in the light of business communi-
cations: cultural awareness, efficiency, factual truth, goodwill, and
integrity. Arrange the ideas in the order of importance, and explain
your choice of arrangement.
3. You must prepare a business letter to a potential customer, and you
only have time to cover three of the following four concepts: good-
will, awareness of cultural diversity, gender neutral language, and
good grammar. Which three would you choose and why?

PRINCIPLES OF WRITTEN COMMUNICATION

The principles and techniques you'll learn to use to prepare effective written 66 Dishonest or careless
communication can be applied to oral communication as well. You should = communication tells
know, however, when written communication is more appropriate than oral — us as much about the
communication. people involved as it
does about anything
else. Communication is
Using Written Communication an ethical question. Good
communication means a
You may choose to use written communication for a variety of reasons.
hil

respect for individuals. 99

Among the reasons are the following:
Caw

—Max DePree,
* Conveying complex information. You may need to communicate Leadership ts an Art
Oopynight © Glanooa/Mi

technical, statistical, or detailed information. Your reader may find it

easier to comprehend written material than material presented
orally. You may also need to include charts, graphs, diagrams, or
other visual data when presenting complex information.

* Reaching your intended receiver. You may find it is easier to reach Tita 280] Cap 1.4
your intended receiver through written communication. A person
who may not be available by phone will eventually read a written Discuss: Do you agree with
DePree? If yes, why? If no, why?
correspondence.

jetting the Stage for Effective Communication 9

 Providing proof of the communication. A written communication pro-
vides proof of the communication and becomes a document that may be
legally acceptable as a binding contract or as evidence in a court of law. +)

Ensuring confidentiality of information. You may want to convey

information in writing that would be unsuitable to communicate in a
telephone conversation. You may indicate “confidential” or “per-
sonal” on the communication if you want it to remain confidential.
Providing convenience for your reader. A written communication
allows your reader to review the material at a convenient time and
place without interruptions.

Expediting the response to the communication. A written commu-

nication allows the reader to refer to the original correspondence
when responding. This will assist in developing a complete reply.

Planning your message. A written communication allows you to

spend time on the content of your message and to word it in the
most advantageous way. A telephone or personal contact, however
carefully planned, is subject to the events of the moment.
Saving time and money. A written communication may be less expen-
sive and time-consuming than a personal visit or a telephone call.

Stressing the importance of the communication. People may attach

greater importance to a letter than to a phone call. You may use a
special mail service such as registered or certified mail that will
attach greater importance to the message. A letter sent by a courier 2D
service in a special envelope may also attract attention and show
impatience or urgency.
Aiding in the distribution of information to several individuals.
Using a written communication is a fast method of sending the same
information to a number of individuals and ensuring that they receive
the identical information.
Translating international communications. A written communica-
tion allows the reader time to translate the information at an appro-
priate pace.
Copyright © Glencoe/McGraw-Hill

Listening In. You overhear a coworker at the coffee machine

discussing a client who then states that the client is “a thief.”
Is this ethical conduct? What are the legal implications?

Good Letter Writing Techniques

Writing effective business correspondence is a many-sided challenge.
Through practicing the principles and techniques in Business Communication i)
at Work, you will be able to achieve two goals in producing written messages:

Chapter 1
 (1) a message that is structurally complete, and (2) a message that achieves its
purpose quickly, clearly, and effectively.

The techniques you will learn will help you compose written communi-
cation that will impress the reader and accomplish your purpose. You should
not expect to master all the techniques at once. As you develop your writing
skills, you will quickly see that writing is a combination of activities going on
at the same time. Writing is not a disconnected series of steps.

The Impact of a Unified Message

As you write, think of the overall effect of the whole message instead of
individual parts of your message or individual writing principles. Be aware
that by overlooking even one principle that is important to the reader, you
may weaken or destroy the effectiveness of your message.

In planning your message, you will need to consider the following:

NOTES
e The purpose of the communication Focus on
Results
¢ Your intended audience
The real test of good
¢ The content of the communication written communication is the
total effect it has on the reader.
¢ The organization of the message

You will determine the important points to include and the best method of
organizing and presenting them. After your first draft, you will need to
review and edit what you have written. Then, if you believe the reader's
response will be positive, you will have succeeded.

The Total Effect on the Reader

Most people respond favorably to a letter that flows naturally and exhibits
courtesy, friendliness, and sincerity. Picture your reader receiving your letter.
Will he or she be receptive to its message? Try to visualize the receiver's reac-
tions in reading the letter. For example, a reader may stiffen at the sentence,
“We give every request full consideration,” but the same reader may relax
when the sentence is rewritten as, “Your request will be given full and
Copyright © Gleneoe/MoGraw-Mill

prompt consideration.”

Your letter's total effect on the reader determines whether he or she will
react the way you want. If you have done your job properly, you'll be able to NOTES ~—
answer yes to the following three questions: Ask
Yourself
* Will the reader understand the message?
How would you react to the
¢ Is the tone of the letter positive? message you have written?

¢ Will the letter do its specific job and also build goodwill?

Question 1: Will the reader understand the message?

Writing must be simple to be clear. The simple sentence is the most useful
e
©

tool in business correspondence. The simple sentence is a single clause

Setting the Stage for Effective Communication 11

 containing a subject and a predicate (verb). Resist the temptation to join a
single idea to another idea with a conjunction such as and, but, nor, and or
unless using a conjunction will make the sentence easier to understand. To
keep your sentences simple, avoid overuse of terms such as therefore, more-
Simple words and over, however, and accordingly.
sentences will aid the
understanding of your While simple sentences will be used often in your writing, you will want
message. to have a balance in your sentence structure. Some compound sentences as
well as complex and compound-complex sentences will add variety to your
writing. If you need to review sentence structure now, the references in
Appendix A will provide a good review for you.

Avoid using complex and vague words. Ornate or difficult words won't
impress the reader. Use simple words your reader will easily understand
without having to consult a dictionary. Be correct and natural in your use of
words and in the construction of sentences. This will help your writing flow
smoothly—your reader will understand your message and be grateful to
you as well. The highest compliment a reader can pay you, the writer, is to
say, “Your letter was simple, clear, and easy to read.”

a
NOTES
Question 2: Is the tone of the letter positive?
os How you say something may influence your reader just as much as what you
Keep It i
say. Your letter will appeal to the reader if you use a conversational, informal
Friendly =
writing style and stress positive rather than negative ideas. Be sure to
The tone of your written mes-
sage should be as friendly as the emphasize a “you” viewpoint throughout the letter. The “you attitude”
tone of your spoken message. means that you put the reader first in your communication and emphasize
the reader's wants and needs and how you can meet them. Using certain
ma
words and phrases—“you failed,” “you don’t understand,” “you can’t’—are

Tiiing@ap 1.5 not what we mean by the “you attitude.” Use words and phrases that say to
the reader that you care and want to help. For example, “Your order will be
Discuss: “How you say filled promptly and will be on the way to you by Express Mail tomorrow”
something may influence your does show the “you attitude.”
reader just as much as what
you say.” Do you agree with Use a friendly tone that suggests that your attitude is positive and that
this statement? If yes, why? you are interested in the reader. Naturalness, courtesy, friendliness, and
If no, why not?
sincerity are all essential to a positive tone in a letter. You will learn more
about how to use the “you attitude” as you continue in your studies of effec- Copyright © Glencoe/McGraw-Hill

tive business communication.

Question 3: Will the letter do its specific job and also

build goodwill?
Activity 1-1
The easy readability and friendly tone of your message will attract and
To test your skills.
impress your reader. In addition, your letter should accomplish its specific
job and increase goodwill.

One of the main objectives of all business correspondence is to encourage

the reader to react favorably to the message. You cannot always do all that
the reader wants, but you can communicate to the reader that you under-
stand her or his problems and that you want to do something about them.

Chapter 1

SS SRE SS SESS SH]

 Effective business letters build or retain goodwill for a business, a price-
less commodity that is hard-earned and easily lost. Writers who recognize
this purpose of business letters strive to sharpen their understanding of psy-
s chology as well as English composition. Because the exchange of written
communication is vital to business and essential for promoting goodwill,
perfecting the art of creating effective correspondence will help ensure your
success in business.

The Seven Tests of Effective Correspondence

To communicate easily and effectively with your reader, apply the fol-
lowing “seven Cs” to your correspondence. Is your communication (1) cour-
teous, (2) considerate, (3) clear, (4) complete, (5) concise, (6) correct, and
7) consistent?

Courteous NOTES
A courteous communication is polite, tactful, friendly, and “reader- Good
; centered.” Successful writers carefully choose the words they use, avoiding Vibrations
words to which they themselves would react unfavorably. In short, they put if a word produces a
themselves
7 © =e mein the reader's
mS Pletaepl bySay trying
UE 8 the words
leg beout on themselves
> ~ reeearive
use it whentesla rye
writing aa
to others.
before writing them to others. The expression, “It’s not what you say, it’s how
you say it,” applies.
The people who read your letters will judge you and your organization by
: your friendliness and courtesy. Friendliness is evident when you write
) ; # informally and in a natural, conversational style. Use “please” and “thank
you”—good manners are good business.

Considerate
; Conserve the reader's time and effort by expressing yourself with words that
{ are easily understood.

Through your writing, project an attitude that focuses on the reader—the

i

“you attitude.” Show the reader you are genuinely interested in communi-
cating. The tone (the attitude your words express to the reader) of your let-
al

ter should also show your sincerity and desire to be of service.

( , opyright © Ghenooe/MeGraw- Hil

Clear
Clear writing is easy to understand. The exact meaning intended by the
writer should be clear in the reader’s mind.

That your message can be understood isn't enough—you must strive to

write so that your message cannot possibly be misunderstood. The keys to
clarity include the use of the following:
.

* Logical, coherent arrangement. Words should flow appropriately.

e Specific, concrete words instead of general terms. Calling a car

“a red vehicle” would be less concrete than calling the vehicle
“a red Ford.”
capt

Setting the Stage for Effective Communication 13

(rr ce nena crete are eens ae

 Table 1 Trite Phrases and Their Substitutes

Trite or Vague Phrase | Substitute Phrase )

acknowledge receipt of thank you for ~

as per your request as you requested
at an early date by Thursday, April 27
at this point in time now
attached please find attached is
due to the fact that because
enclosed please find enclosed is
in due course in ten days
in receipt of have received
regarding the matter (omit this phrase from usage)
take under consideration consider
this is to acknowledge thank you for
under separate cover | separately
we are pleased to note (omit this phrase from usage)

¢ Directness. Save the reader's time by staying on the main points of

the message.

¢ Consistency. Use similar formats so that the reader understands the

purpose of the messages; don’t use one style in one part of the mes-
sage and then switch to another style. )

e Balance. Use a variety of sentence structures to provide balance

and interest.

* Comparison and contrast. Use words that show how other words are
similar or different from each other.

* Unification. Paragraphs should have one topic sentence and all other

Goto sentences should support that main idea; the message should be uni-
fied around a single topic. C opyright © Glencoe/McGraw-Hill

Activity 1-2 Trite, vague phrases are the enemy of clear writing and should be
To test your skills avoided. See Table 1 above for suggested substitutions for some trite
phrases that are frequently used.

Verbs may be active or passive. Active verbs make writing forceful and
more interesting to read or to hear. In the active voice, the subject of the
sentence performs the action described by the verb.

The postal carrier delivered the packages.

(The carrier is performing the action.)
Our administrative assistant prepares the check requests to pay
the reviewers of the manuscript.
(The assistant performs the action to request the checks.) )

14 Chapter 1
 In the passive voice, the subject receives the action described by the verb.
The packages were delivered by the postal carrier.
(The packages receive the action performed by the carrier.)
The check requests were processed by the accounting depart-
ment personnel.
(The check requests receive the action performed by the account-
ing personnel.)
The active voice creates the illusion of movement; the passive voice lim-
its movement. While the active voice is used more often, there are situations
in which the passive voice may be preferred. One such instance is in the
presentation of negative information. You will study negative or bad news

goto__
messages later in the text.

A frequent enemy of forceful writing is the participial phrase. Words such

as hoping, assuring, believing, and the like introduce the participial phrase.
As these phrases may be the weakest verbal construction in the English lan-
Activity 1-3
guage, you should not use them to introduce sentences. Compare these two To test your skills
sentences:

WEAK: Assuring us that Plan A was the best deal, the sales repre-
sentative wrote the order.
STRONG: The sales representative wrote the order as she assured us
that Plan A was the best deal.

The most important advantage of clear writing is that the reader can
grasp the essential message quickly. Preparing and following a plan or out-
line will help you organize your thoughts and present a clear structure that
will aid the reader in understanding and retention.

Complete
NOTES
A complete communication contains all the essential information needed
Right the
by the reader for action. Completeness is closely related to clarity; a written
First Time
message will be unclear if essential information has been omitted. Unlike in
A complete communication
oral communication, a reader is unable to ask for clarification, additional eliminates the need for
Copyright © Glencoe/McGraw-Hill

information, or interpretation. For example, the request, “Please send me follow-up communication.
some paper,” cannot be acted upon with any degree of accuracy because it Anticipate additional informa-
is incomplete. The reader needs to know how much, what size, what type, tion the reader may need
and other specifications of the paper before supplying it. A good way to test
for completeness is to ask whether your message answers the five Ws and
one H: Who? What? Where? When? Why? How?

When you are replying to an inquiry or request, be thorough in answer-

ing all questions asked. You may even anticipate the reader's reaction by
providing other relevant information. Writing a complete message will
show your genuine interest in the reader and your wish for a favorable reac-
tion. A complete message will also save you the expense and possible
f embarrassment of a follow-up message.

Setting the Stage for Effective Communication 15

 Concise
A concise communication uses as few words as possible to communicate
the message in a clear, courteous manner, Conciseness doesn't necessarily
mean brevity. Instead, being concise is saying what you have to say in the
fewest possible words. You are concise when you pare down your communi-
cation to essentials, stripping it of unnecessary words.

Teaming up two or more words of the same or similar meaning robs let-
ters of conciseness. For example:

We are grateful and appreciative... .

We stand ready, willing, and able to be of assistance and service....

We look forward with anticipation to... .

Being concise means saying all that needs to be said and no more. Do not
leave out important facts, but do increase effectiveness by omitting irrele-
vant details and by giving complete, pertinent information. To achieve con-
ciseness in your writing, you will need to edit and rewrite your message,
eliminating unnecessary words, phrases, and sentences.

Correct
A correct communication is accurate in every way. Even a small error in a
date or an amount of money may result in loss of time, money, or goodwill—
or all three. Verifying facts and paying attention to details are vital to being
an effective communicator. Dates, times, places, amounts, and other facts
need to be confirmed. In order to produce communications that are error-
free and consistent, you will want to proofread and verify all information.

In most instances, errors in correctness fall into two categories:

¢ Typographical: Errors in spelling, capitalization, and punctuation;

insertion of extra words; omission of important words; and errors in
spacing and alignment.

e Failure to check reference sources: Names spelled incorrectly; dates

and figures not verified; information incomplete; capitalization and
Copyright © Glencoe/McGraw-Hill

punctuation misapplied.

Consistent
Consistency is closely related to correctness. You would not list the date of a
convention as June 31 because June has 30 days. Likewise, you would not
write a letter to Miss john Jones when you can verify that John is a male.

Too Many Zeros. You fail to proofread carefully and verify the
numbers in a price quotation—you type in $500 instead of $5,000
in the quotation for a painting contract. It was “just a typo” and
the client certainly realizes that you could not do the job for $500.
c

What are the possible legal ramifications of your error?

16 Chapter 1
 When you give a person a three-day grace period, you would specify the dates
chronologically, rather than a day here or there. To be consistent, you would
also check to be sure that the information you provide is consistent each
)) 5 time you provide it. Saying something one way one time and another way
the next time violates the element of consistency.
=< . . .

Checkpoint 1.2

1. Identify the advantages and disadvantages of written communication.

2. Explain why you agree or disagree that the following statement is a
compliment: “Your letter was simple, clear, and easy to read.”
3. How does written communication, in particular, promote goodwill?
Give an example from your own experience if possible.

CHAPTER 1 SUMMARY

The ability to commusicate eitectively in: Duisitiess is cages to both the 66 There may be no single
individual and the organization. For the individual, effective communica- thing more important in
tion skills are necessary in getting the job initially, accomplishing assigned — yr efforts to achieve
) ; +} tasks, and advancing to higher positions within an organization. For the meaningful work and fulfill-
/ organization, effective communication results in developing and maintain- ing relationships than to
ing goodwill among employees, customers, and business associates while —_ /earn and practice the art
getting the job done efficiently. of communication. 99
— Max DePree,
Communication skills can be developed through the process of analyzing Leadership Is an Art
communication, using the principles and techniques of good writing, and
practicing the creation of different forms of communication. In all types of
communication, it is important to determine the purpose of the communi-
: cation, the intended audience, and the content. As you organize your mes-
sage in a clear, concise, correct, and logical manner, you need to maintain a
Hill
ent

positive tone. When your written message passes the seven tests of effective
correspondence (the seven Cs), you have reached your goal of building
LITA

© Glencoe/MeGraw-

goodwill. You will also have achieved your purpose to request, inform,
VIC

or persuade your receiver to respond positively. The techniques of compos-

& WONCVEN

ing business correspondence presented in this text will help you to produce
letters, memos, e-mail messages, and reports that achieve their purpose.
ww

Copyright
WOPYNgGny

VY CHECKLIST FOR COMMUNICATION

Check Your “Cs” for Communicating:
Courteous Complete Correct
Considerate Concise Consistent
) p | Clear

Setting the Stage for Effective Communication 17

|
 3
a Online Exercises
Getting Started:
To complete the Online Exercises in this text, you will need access to a computer with an Internet
connection and a Web browser. A Web browser is a program that allows you to view and explore
information on the the World Wide Web. Examples of Web browsers are Internet Explorer® and
Netscape Navigator®.
In the Online Exercises that follow throughout the book, you will go to the following address:
bew.glencoe.com. Use all lowercase letters. Be sure to put in a period (called “dot” in Internet
addresses) between bcw and glencoe, but do not type a period after com. The Business
Communication at Work Web site should appear on your screen. You will be connected to the site’s
home page, or main page. From here you can connect with information available at the site.
Once you have connected to the Business Communication at Work Web site, you are ready to
begin the first Online Exercises below.

Objective:
In these Online Exercises, you will learn what the Internet is and become familiar with terms related
to the Internet.
After opening the Business Communication at Work Web site, select Chapter 1. Next, click on
Online Exercises. You will see a list of Web site links that will bring you to sites featuring Internet
definitions and Internet dictionaries.

Activity 1.1
1. Select one link from Web Sites Describing the . Write your name on your answer sheet, and
Internet to visit. hand it in to your instructor.
2, Read through your selection.
Activity 1.2
3. On a piece of paper, answer the following . Select one of the Internet dictionary
questions using complete sentences: Web sites to visit.
a. What is the purpose of the Web site . Key WWW in the Search box (some
you have chosen? Web sites may require you to click on
Copyright © Glencoe/McGraw-Hill

b. Who is the intended audience of the the first letter of the word).
Web site? - On a sheet of paper write a two sentence
c. What are some of the techniques used definition of WWW.
for organizing the description of the . Search for the definitions of the following
Internet? Internet terms: hypertext, hypermedia,
4. Using the Back button on your Web Internet service provider (ISP), HTML, and
browser, return to the Business HTTP. Write the definition of each term
Communication at Work Online Exercises using two sentences. If a term is not listed
page and click on another Web site that in the Web site you selected, return to the
offers Internet definitions. Business Communication at Work Web site
5. After reading your selection, write two sen- and select another site to visit.
tences describing the differences in how the . Write your name on the front of each print-
two Web sites you visited are organized. out, and hand it in to your instructor.
q&

Chapter 1
y NAME DATE

PRACTICE 1

Chapter Review
Instructions: Answer each item below by writing your response in the space provided.

1. Identify four groups of people with whom employees in organizations communicate.

a.
b.
C.
d.
List four environmental changes that are influencing communications in business.
a.

b.
c.
d.
List the seven Cs of effective correspondence.
a. d, g.
b. e.
C. £.
What are three practices that will help you develop your communication ability?

b,
Cc.

. List four elements to be considered when you plan a written message.

Mill
Copyright © Glaneoe/MeGraw

a.
b.
CG.
d.
Identify six differences that you may find as you communicate with people from another culture.
Tf
n
a
©
oh

ting the Stage for Effective Communication 19

 WORKSHEETS —

DATE

Describe six reasons for choosing written communications.

>
=
an
©

f.
Give five techniques you will use to improve the clarity of your writing.
a.

ere
b.
c.

~~
d.
e,

PRACTICE e

Seven Cs
Instructions: Each of the following sentences lacks one of the “C” qualities. On the line provided, write the “C” quality that is
lacking and the word or phrase that improves the italicized word(s).

% Please advise me as to the date on which you plan to visit our organization.

The personnel manager reviews all the impressive résumés and calls them for interviews.

. We demand payment now.

Copyright © Glencoe/McGraw-Hill

The supporting documents will be mailed in a seperate envelope.

You didn’t send your check.

Please send me some black computer ribbons.

The student told the instructor that she did not have time to review the homework assignment.

| am writing to take this opportunity to say thank you for representing me at the meeting last week.
Q

20 Chapter 1
 NAME DATE

9. The confirmation of your accomodations was mailed this morning.

10. We are in receipt of your check for $120.

11. You can attend the conference during the three-day period june 10, 11, and 13.

PRACTICE 3
Business Letter Analysis
Instructions: In developing your communication skills, it is important to analyze examples of good and bad communication. For
] this course, it will be beneficial to start collecting various business communications for analysis. Keep a file of the materials col-
lected. You will be able to analyze them for different principles as you progress through Business Communication at Work.
Obtain a business letter. Analyze the business letter according to the principles and techniques presented in this chapter. As
you analyze your letter, answer the following questions, which emphasize the principles and techniques stressed in this chapter.

a. What is the purpose of the letter?

Q ) b. Who is the intended audience of the letter?

c. Is the tone of the letter positive? If it is not positive, what changes should be made?

d. Did the writer practice the seven Cs of effective correspondence?

Yes No If no, explain why
Courteous

Considerate

= Clear
=
= Concise
=
= Complete
. Correct
> Consistent
=

e. Did the message achieve its purpose?

) é f. What is your reaction as the receiver of the message?

Setting the Stage for Effective Communication 21

 CHAPTER

|| Choosing the
"| Right Words

Objectives
After completing this chapter, you
will be able to:

1. Describe the writing process.

2. Evaluate various meanings of words
in order to select appropriate words
for intended meaning.
3. Identify and use available references
to facilitate the communication
process.
4. Evaluate incorrect word usage and
select correct word usage.

22
 WORKPLACE
APPLICATIONS Standard American English
Language is the primary tool of communication. The problem with language,
however, is that often our meanings are misunderstood. The English language
in particular has millions of vocabulary words, and they often have several
meanings and can be combined in different ways. The best way to ensure that
people understand what you are saying is to use Standard American English.
Standard American English, also known as standard English, is a form of
the English language that follows the rules set down in grammar and compo-
sition books. It is the English language at its most correct. Standard American
English does not include informal or specialized language, and it does not use
words or expressions that reflect particular cultures, backgrounds, or inter-
ests. The advantage of Standard American English is that it allows English-
speaking people from all backgrounds to communicate with each other.

The Challenge Everyone Faces

Some people have argued that the use of standardized American English in busi-
ji;

ness and other situations is a form of snobbery. The argument goes that requiring
i

people to write and speak in a standardized way forces those who use a particular
dialect, or regional way of speaking, to give up part of themselves and their cul-
tures. In fact, the opposite is true. Few people in any country or culture speak
oS their own language perfectly. Almost no one is raised to speak perfect standard
HY,

English. Everyone faces the challenge of writing and speaking English well. The
ap

reward of meeting that challenge is that everyone understands one another.

Reference books, such as dictionaries and grammar and usage handbooks,
SH
V4

can help you standardize the language in your business communications. Do

not hesitate to consult them. After all, even professional writers, editors, and
copy editors rely on reference books on a regular basis.
Li

Thinking Situation: You receive the

a oe following communication
Critically from a coworker.
Hey, everybody! The buzz from
the powers-that-be is that
there’ll be a gathering in the mess hall at three o’clock sharp to
talk up the new ad campaign. Be there!
Your coworker wants to send the message to the whole department.

Ask Yourself: What changes or strategies would you suggest to help your
coworker express himself in standard English?
66 Kind words can be short \ co now have an overview of the principles of business communication
and easy to speak, but that apply to written messages. In this chapter, we will begin to examine
their echoes are truly the actual writing process and look at specific techniques that will help you
endless. 99 choose the appropriate words in your writing.
—Mother Teresa,
Catholic Nun

THE WRITING PROCESS

Writing is a building process during which the writer follows several steps to
compose a message. Writing takes place when a writer:
1. Chooses words.

2. Assembles the words into phrases.

3. Connects the phrases to form sentences.

4. Groups the sentences into paragraphs.

5 Organizes the paragraphs into a coherent message.

NOTES *
he As simple as this sounds, the writing process is complex. The steps in
ee i be this sequence overlap, and many things happen at the same time. We will
1 t basic took = start our examination of this complex process by looking at the simplest
N€ MOST Dasic tools
of writing are words. parts of language—words—and how the words you choose relate to and
influence the interpretation of your writing.

THE MEANINGS OF Woros

The fundamental element of any message is the word. The ability to choose
the words that most precisely express your thoughts is essential in both writ-
ten and oral communication. To communicate well, you need to choose
Copyright © Glencoe/McGraw-Hill

words that are familiar and easy to understand. Further, you will want to
choose words that accurately reflect your meaning and the attitude you
desire to convey. You need to consider, for example, that although a single
word can have various meanings, usually one of the meanings is more
appropriate to use than the others.
Semantics is the study of word meanings. In short, it is the study of what
you mean by what you say.

Types of Meanings
The two basic types of meanings are denotative meanings and connotative
meanings. Denotative meanings are the definitions of words given in dictio-
naries, while connotative meanings are the subtle and often emotional
~—

meanings that become associated with the words.

24 Chapter 2
 Writers must be very careful when choosing
words. Often the meanings of these words vary
the connotative meaning of
from one person to another TaiingCap2.1
depending on factors such as personal bias and experience. Without seeing Discuss: People attach dif-
things from each reader's unique perspective, you cannot be sure of each ferent meanings to the same
reader's reaction to your communication. words. Within one group the
word compromise was used.
When you consider your reader you can often foresee that a particular Group members had various
word will evoke a negative image in the reader’s mind. You should then reactions to the word, What
may have been some of the
choose a less antagonizing word that has the same denotative meaning interpretations?
without a negative connotation. Compare these sentences:

Our furniture is cheap. Our furniture is inexpensive.

The words cheap and inexpensive have the same denotative (dictionary)
meaning, but their connotative meanings are much different. Cheap implies
poor quality, whereas inexpensive implies a low price.

Word References
in developing your communication skills, word references are invaluable tools
to help you choose words that reflect the meanings you intend. You will find
that the two most helpful reference tools are a dictionary and a thesaurus.

The dictionary is a word reference book consisting of an alphabetical

listing of words. Each word entry may contain the following information
about each word as applicable to the word: NOTES
° Definitions and meanings Looking
Up Words
¢ Hyphenation (syllabic division)
Use the dictionary
* Acceptable and preferred spellings to verify a word's exact meaning

* Pronunciation Use the thesaurus to choose the

word that best conveys your
* Parts of speech meaning.

¢ Capitalization

* Synonyms

* Antonyms
Hil
Copyright © Glencoe/McGraw-Hill

Oopynaht © Ghewee/Madiaw

Dictionaries are either abridged or unabridged. An unabridged dictio-

nary is the most comprehensive edition of a given dictionary; definitions of
all words are included. An abridged dictionary is condensed—that is, it
contains fewer words and definitions.

A thesaurus is a word reference work containing synonyms (words that

mean the same) and antonyms (words that are opposite in meaning) for
each word listed. A thesaurus provides alternative words from which to
select the precise word you need for expressing your ideas. Using a the-
saurus will not only improve the quality of your writing, but it will also assist
you in expanding your vocabulary.

Other helpful tools such as versions of electronic dictionaries and the-

sauri may be purchased as independent software programs; they are often

Choosing the Right Words 25

Tiigap 2.2 included in your word processing software. Through an electronic the-
saurus, you Can access synonyms and antonyms right at your keyboard.
Discuss: Why is it still neces-
In addition, most word processing programs have a spell-check program,
sary to proofread a document

AN
after you have used the spell with which you can find and correct spelling errors at your computer. The
check? What types of errors spell-check software does exactly what the name implies—it checks the
may occur to make the com- spelling of words used in the sentences, though Microsoft® Word's spell-
munication incorrect even
check program includes the option “check grammar with spelling.” The
though the words are spelled
correctly? What are some spell-check program cannot identify words used incorrectly or check gram-
examples of these errors? mar. You will also need to proofread your communication for correctness.
For more detailed information on spell checkers, see Chapter 6, page 144.

Interpreting Meanings
When a word is read or heard, the word goes into the reader's or listener's
word bank—that part of the mind where all the words the person has ever
heard or read in all their contexts are stored. The reader, or listener, then
matches that word with others in his or her word bank. Based on context, the
reader then chooses the meaning for that word—hoping that it is the mean-
ing intended by the writer. Miscommunication occurs in many instances,
however, when the meaning selected by the recipient of the message is not
necessarily the meaning the writer, or speaker, intended.

One of the strengths of English is that a single word can have multiple
related meanings. Unfortunately, this strength can also become a weakness—
you must be very careful to choose the word that means what your reader
expects it to mean. For example, consider these varied meanings for the
word remote:

a remote country far away

the remote future distant in time
a remote cousin having only a slight relationship
a remote manner aloof or distant
remote control without physical contact (usually electronic)

Suppose, however, the word remote did not fit your sentence precisely or
Copyright © Glencoe/McGraw-Hill

you had just used the word in the previous sentence and did not want to
repeat it. By using a thesaurus, you could find synonyms such as distant,
removed, and far to use instead. Finding synonyms illustrates another
advantage of the English language—many words can have the same mean-
ing or closely related meanings.

Proper Worp CHOICES

Consider the words get and maize. A student once counted more than 220
meanings of get. On the other hand, maize, which means “corn,” has no
other meanings. Between get and maize lies the difference between familiar
and unfamiliar words. Maizeis a word seldom heard or read. When you think

Chapter 2
26
 Gf maize, you have only one meaning to attach to it. For the word get, you
lave an abundance of meanings to choose from, depending on the context
i which it is used.

You can make your writing clearer and more effective for your reader by
using these kinds of words:

* Simple words that the reader will understand

* Concise words that do not waste the reader's time

* Conversational words that avoid trite expressions

* Appropriate words that reflect common business usage

* Correct words that transmit the message accurately

* Specific words that make writing more precise

* Positive words that eliminate negative connotations

Lets look at each of these types of words in more detail.

Simple Words NOTES re

tm selecting your words, your goal is to choose words that are both under- Word Choice Li
>
Standable to your receiver and appropriate for the situation. Short, familiar Choose concise) et
words make your writing easy to read and to understand. Simple words are appropriate, and
tr more effective in business writing than complex words. positive words in
your communications.
Short words usually have more clarity and power than long words. When
short words will convey your meaning quickly and clearly, use them instead
of longer, less familiar words.

Simple words are not always short and formal-sounding words are not
ways long. In conversation, for instance, the longer nouns displeasure and
ritation are used more often than the shorter noun pique, which expresses the
Same meaning. As a rule, choose longer words only when they express the
Sseaning more clearly or more naturally than their shorter synonyms.

The following example shows how short, familiar words can make read-
ing easier. The original paragraph reads:
Copyright © Glencoe/MeGraw-Hill

Consideration of your request leads us to believe that of several alter-

native courses of action open at the present time the maximum effect
will accrue if standard procedures are amended to permit actualiza-
tion toward realization of the goals of our mission. (42 words)

The revision using short, familiar words is far more effective:

We agree with you that we can best realize our mission goals by
modifying our standard procedures. (17 words)

Table 1 on page 28 contains a list of complex words and phrases and

Some simple, direct alternatives. Most of these formal-sounding, compli-
cated words are often found in business letters, but each of them can be
Stated in simpler terms that will allow for more effective communication.

27
 goto Table 1 PN eather ml Mallee

DAO ow Complex Words Simpler Words

Activity 2-1
To test your skills approximately about
ascertain find out
assistance help
commence start or begin
converse talk
endeavor try

enumerate list
equitable fair
finalize finish or complete
It has been a great pleasure Thank you.
to be the recipient
of your generosity.
interrogate ask
it is requested that please
negligible small or slight
numerous many
peruse read or study
procure get
pursuant to your request as you asked
render services serve
sufficient enough
terminate end or finish
utilize use

unavoidably detained delayed

verbalize say
viable option choice

You can also-make your own reference list of words and phrases and their
simple alternatives. Look for complex, unfamiliar words and phrases both
in your own writing and in communications that you receive. Try to replace
NOTES
these words and phrases with simpler, more familiar ones that will make the
Copyright ¢Oo Glencoe/McGraw-Hill

To the communications more understandable and useful.

Point
—.

Writing concisely means

using only necessary words Concise Words
Strive for conciseness in your writing—use only as many well-chosen words
as you need to convey your message. Each word in the message should help
make the meaning clear or the tone friendly. Conciseness helps the reader by:

¢ Saving the reader time

* Aiding in the understanding of the message
* Making the communication more interesting

28 Chapter 2
 According to recent estimates, an average of three out of ten words in the
typical letter are unneeded. Your reader is likely to lose interest in a message
if he or she must wade through wordiness to get to the main point. Why use
two or more words when one will do the job well?
Look at this sentence from a business letter:

In reply to your request for the status of the accounting proposal, the
proposal for the new program of study for the accounting program
was sent to the Board for their perusal and discussion, after which
they accepted it as presented with all members voting in favor of the
proposal to be implemented during the year. (S6 words)
Three-fourths of the words in the sentence can be eliminated and the mes-
Sage stated concisely:
The Board unanimously accepted the proposal for the new account-
ing program,to begin in August. (15 words)
Notice that none of the necessary information is omitted and that the mes-
Sage is now actually clearer and easier to read. Table 2 on page 30 lists some
=xamples of how word economy saves the reader time and effort.
To achieve further conciseness in your writing, avoid using repetitive, or
redundant, words. In the following examples, the italicized words are
Gmnecessary and should be omitted:

absolutely free first began refer back

adequate enough honest truth repeat again
vw advance warning kind courtesy right-hand turn
attached hereto later on same identical
basic essentials lose out seldom ever TieingGap 2.3
Both alike new changes still remains
Discuss: Redundancy is one of
continue on past experience true facts the main obstacles to clear, pre-
cooperate together past history up above cise writing. Redundant phrases
customary practice perfectly clear very latest are a needless repetition of
dollar amount personal opinion vitally essential ideas. Analyze the following:
combine together
end result proposed plan
bisect in two
finish up quite unique fellow colleague
a

E continue to persist
You should also avoid using doublets. A doublet is created when two
E5 Words that have nearly the same meaning are joined by the word and. In the
Are they redundant phrases? If
so, explain the redundancy,
E Sowing examples of doublets, use either the first or third word, omit the
, @ther. and drop the word and:
5
5
basic and fundamental help and cooperation
: ©ach and every pleased and delighted
55
=
fair and equitable prompt and immediate
?
? first and foremost ready and willing
fee and clear wish and desire + y
Activity 2-2
‘Ween you write concisely, you use only necessary words to convey your
To test your skills
Message.

Eeaeins the Right Words 29

Table 2 Substituting Time Savers for Time Wasters

Time Wasters | Time Savers

according to our records | our records indicate

any one of the two either
arrived at the conclusion concluded
at a later date later
at the present time or at this moment in time now
costs a total of $50 costs $50
despite the fact that although
do not hesitate to call me call me
due to the fact that because
during that time while
| want to take this opportunity to tell thank you
you that we are grateful to you
| wish to say or permit me to say or may | say... we are glad
that we are glad
in a manner similar to like
in a satisfactory manner satisfactorily
in order to to
in the amount of | for
in the event that if
in the near future soon
in this day and time today
inasmuch as since or because
is a matter of is
may or may not may
put in an appearance appeared
self-addressed envelope addressed envelope or return envelope
until such time as you can until you can
venture a suggestion suggest
whether or not whether
with reference to about
with the exception of except
within the course of the next week next week or within a week
would appear that seems Copyright © Glencoe/McGraw-Hill

Checkpoint 2.1

41. Why do people include unnecessary words in their writing?

2. How would you revise the language in the following sentences?
It is with much regret that we endeavor to draw your attention to
your overdrawn checking account at First National. Your prompt
and immediate attention to this important affair is requested and
will be deeply and truly appreciated.
How would you persuade the writer of the sentences in question 2
to change his or her writing style?

Chapter 2
 Conversational Words
In attempting to be conversational, communicators can fall into the habit of NOTES
using outdated or trite expressions and clichés in their communications. Natural
Many expressions that were fashionable in business communications years Flow
ago sound lifeless, insincere, stilted, or even boring when used in today’s Conversational
communications. A message filled with worn-out words sounds awkward communication is straight-
forward and natural.
and unnatural, detracting from the personal tone of the message. Because
word usage trends change, correct usage should be current usage. Do not go
to out-of-date business letters to find words to use in letters today. Instead,
use words that knowledgeable businesspeople currently use in well-
organized communications.

Trite Expressions
The trite expressions in Table 3 often appear in business communications.
As you study them, notice how simply and naturally the suggested conver-
sational words convey the same meanings.

Table 3 Diem eM Ame malesry

Instead of These . . . Choose These

Trite Words... Conversational Words

acknowledge receipt of thank you for

aforementioned as stated previously
‘ he earliest possible date as soon as (you) can
3
=
€

at he present writing now Straight Talking

~~

ot your earliest convenience as soon as you can or The use of clichés in commu-
when you are ready nications creates problems
attached herewith attached and barriers for those individ-
due to the fact that | betause uals for whom English is a
enclosed herewith or enclosed here or here are second language. A business-
herein or enclosed please find person meeting with an indi-
Copyright © Glencoe/McGraw-Hill

or enclosed is
in receipt of have vidual from another culture
in the amount of | for
may want to Jay the cards on
ee

the table and not beat around

in view of the fact that | because
the bush or steal one’s
kindly advise me or kindly inform me please write me or please call me
thunder, but if they worked
please do not hesitate to | please
together, they would have a
please find enclosed enclosed land office business and one
pursuant to according to leg up on the competition.
regret to inform you that am sorry that How would the individual
thenking you in advance | shall appreciate from another culture inter-
under date of on pret this? How could this be
under separate cover separately rephrased to allow for a mean-
we will thank you to please ingful translation?

Seesing the Right Words 31

 Clichés
Clichés are trite, stereotyped expressions that tend to resemble plays on
words, or puns. Many of today’s clichés come from TV programs or com-
mercials and advertisements. Because they may not be understood or they
may not convey the same meaning to all individuals, you should exercise
care when and if you use them in business correspondence.

Although clichés might appear to be the perfect phrases to use in specific

instances, good business communicators are careful to use them sparingly.
Using clichés calls for a thorough knowledge of the recipient of the com-
munication; however, you cannot always be sure who will read a memo or
letter after the initial recipient passes it on. Use a cliché only if you are sure
any reader will understand your intended meaning. Some of the more com-
mon clichés are shown in Table 4.
goto Many other trite expressions are also in current use. In analyzing your
own communications and those of others, identify these expressions and
Activity 2-3 their impact on the communications. Usually, avoiding such expressions
To test your skills. will keep your writing clear, dynamic, and natural.

Beis) (mee Clichés and Overused Expressions

Avoid These Clichés

all things being equal break the ice

business as usual by leaps and bounds
down to the last detail draw the line at
finishing touch from bad to worse
from start to finish give and take
in due course in a nutshell
in a word in no uncertain terms
keep the ball rolling lay the cards on the table
light at the end of the tunnel missing link
needs no intréduction on the cutting edge
state of the art step in the right direction
unwritten law ups and downs
Copyright © Glencoe/McGraw-Hill

wishful thinking

Avoid These Overused Expressions

a done deal beat around the bush

crystal clear dragging one’s feet
drastic action goes without saying
honest truth in the final analysis
-

last but not least leave no stone unturned

a

lion’s share needless to say

powers that be reading between the lines
stands to reason touch base
turn the corner

32 Chapter 2
 Appropriate Words
By using the appropriate word for every circumstance, you help the reader NOTES
understand exactly what you mean. You also build the reader's confidence in
Say i
you and your ideas. What You =!
Mean —
Errors that might go unnoticed in conversation are far more likely to be
Appropriate words are
noticed in written communications. If you use an incorrect word or one words that convey the
that is not right for the context, the reader may misinterpret your intended intended meaning.
meaning and form an unfair or inaccurate opinion of your ability and
expertise. You must pay special attention to the use of homonyms,
antonyms, synonyms, misused words, technical jargon, and bias-free
and gender-neutral words in the communication process. Let's look at each
of these categories of words more closely.

Homonyms
Words that sound alike but have different meanings and spellings are called NOTES
homonyms, or homophones. Because errors often occur when using Types of
homonyms, careful attention needs to be given to their proper use. Words
Homonyms are words
coarse, course hear, here
that sound alike but have
meat, meet principal, principle different meanings and
stationary, stationery their, there, they're spellings.
to, too, two wood, would Antonyms are words with
opposite meanings.
Even more confusing are pseudohomonyms—words that are similar in
Synonyms are words that
sound but different in meaning and spelling, such as: are similar in meaning

adapt, adept, adopt affect, effect

allusion, illusion

Antonyms
Words that have opposite meanings are called antonyms. A thesaurus will
give you a list of antonyms in addition to synonyms for each entry. Some
words with opposite meanings can be confusing to writers.

anxious: Worried about.

confident: Certain.
Mill
Copyright © Glencoe/McGraw-Hill

Linda is anxious about her final exam but is confident that she will
Copyright © Ghanwoe/MoGraw:

receive a passing grade for the semester.

eager: Looking forward to.
indifferent: Lacking interest, enthusiasm, or concern,
Mark is eager to help, but Sharon is indifferent about the situation.

Synonyms
Words that are similar in meaning are called synonyms. These words can also be
confusing. Choose carefully the word that says exactly what you want to say. For
example, “the balance of your shipment” is not quite accurate; the word balance
usually refers to an amount of money. The word remainder or rest would be
\
more appropriate in this situation. Similarly, “You can obtain the report from
k ane” is more appropriate than “You can secure the report from Jane.”

Choosing the Right Words 33

 Misused Words
To avoid confusing your reader, choose carefully between each word in the
sets of words shown in Table 5 below. These words are often misused and
misunderstood. Use the dictionary to verify a word’s exact meaning or a the-
saurus to help you choose the word that best conveys your meaning.

Look at the groups of words shown in Table 5. Which of the groups of

words give you trouble? Use your dictionary or thesaurus to learn their
meanings. Practice using the words in sentences until you can use them
confidently. Then choose another group and do the same until you are com-
fortable with the entire list of words.

Technical Vocabulary or Jargon

In choosing appropriate words, you must also consider your reader's experi-
ences and interests. Every occupational or professional group has its own
technical vocabulary or jargon. For example, people who work with com-
puters understand such terms as CPU, 60 Meg, client server, cursor, mouse,

Table 5 Words Often Misunderstood and Misused

accept—except good—well
access—excess hear—here
adapt—adept—adopt human—humane
addition—edition its—it’s
advice—advise later—latter
affect—effect lay—tie
all ready—already leased—least
assure—ensure—insure leave—let
attendance—attendants lessen—lesson
berth—birth loose—lose
beside—besides moral—morale
can—may passed—past
canvas—canvass patience—patients
capital—capitol personal—personnel
Copyright © Glencoe/McGraw-Hill

cereal—serial precede—proceed
choose—chose principal—principle
cite—sight—site recent—resent
complement—compliment respectfully—respectively
confidentially—confidently right—write
correspondence—correspondents statue—stature—statute

council—counsel suit—suite
credible—creditable than—then
discreet—discrete that—which
eminent—imminent thorough—through
farther—further who—whom
fiscal—physical who’s—whose
formally—formerly your—you’re

34 Chapter 2
 hard drive, macros, directories, modem, networking, and laser printer. These
terms might be meaningless or might have very different meanings to some-
one not familiar with computers. NOTES
Technical words that are familiar to you may be the right choice when writ- Write for
ing to a specialist in your area, but they may be useless to nearly everyone else. Your
Audience
Use special terms with care to avoid creating rather than solving a communi-
Use words that fit the listener’s
cation problem. The successful business communicator learns and uses words or reader's vocabulary.
that fit the vocabulary of the listener or reader.

Bias-Free Language
Another important principle of proper business communication is the use of
bias-free language. Bias-free words are words that do not discriminate
against people on the basis of race, culture, gender, age, religion, physical or
mental condition, socioeconomic level, or any other classification.

Avoid any possibility of offending your reader or discriminating on the

basis of gender by choosing gender-neutral terms, nonsexist terms that
NOTES |
fd

treat both sexes neutrally. Historically, the word man and masculine pro- Eliminate
Bias
nouns were used generically to represent both males and females. Now, to
Treat both sexes equally
avoid being regarded as one who is sexist, avoid using masculine pronouns
by using nonsexist language.
unless you are specifically referring to males.

Look at the following example:

The manager is responsible for the evaluations of his staff.

This sexist wording can be eliminated in one of the following ways:

The managers are responsible for the evaluations of their staffs.

You are responsible for the evaluations of your staff.

The manager is responsible for the staff's evaluations.

The manager is responsible for the evaluations of his or her staff.

In the last example, his or her is known as a pronoun pair. Excessive use
of pronoun pairs results in awkward writing,so it is important to use a vari-
ety of strategies to eliminate sexist pronouns.
Copyright © Glencoe/MceGraw-Hill

tn addition to pronouns, look for gender bias in your writing by verifying

that words and phrases, job titles and descriptions, and courtesy titles are
Sies-free and gender-neutral. See Table 6 on page 36 for a list of sexist terms
@md some gender-neutral alternatives.

i is important to avoid using stereotypes and discriminatory language.

‘ntess relevant to your message, do not refer to someone's race, religion, age,
Ssebility, or disease. Try to stay current with preferred usage. Always use lan-
‘eee that emphasizes the individual or group first, rather than the condition;
= =sample, use the phrase people with hearing disabilities instead of the deaf.

ever use terms that could evoke negative images of any group of peo-
= Goose words that do not offend or denigrate others. Try to see your
ee through the reader's viewpoint. If there is a possibility that a word or
will offend your reader, rewrite it.

ip the Right Words 35

 Table 6 Using Bias-Free Language

Instead of These . . . Choose These

Gender-Specific Words... | Bias-Free Words

businessman businessperson or business worker

chairman chair, chairperson
fellow worker coworker or colleague
fireman firefighter
foreman supervisor
housewife homemaker
insurance salesman insurance agent
landlord or landlady owner
mailman mail carrier or postal worker
newsman newscaster or reporter or journalist
office boy messenger or office helper
policeman or policewoman police officer
salesman salesperson or sales representative or
= sales associate or sales assistant
spokesman spokesperson
stewardess flight attendant
waitress waitperson or food server
weatherman weather reporter or meteorologist
eS workman worker
:
DIVERSITY 2.2
/ 000074994
Meaningful Gestures
Some gestures that are Correct Words
commonplace in the United
States can carry hidden Careful business writers are aware of the skill involved in using words cor-
meaning in other cultures. rectly. Avoid using words that are not recognized by language experts as
Colombian women, for usable words. For example, irregardless is not recognized by language
example, will often substitute experts; a better choice is regardless. Another type of nonexistent word may
the gesture of holding fore- result from words pronounced incorrectly, such as revelant for relevant; irre-
arms for a handshake. In pairable for irreparable; and relator for realtor.
Chile, holding the palm of
Copyright © Glencoe/McGraw-Hill

Among additional errors in business writing are grammatical errors in

the hand upward with fin-
gers spread signals that the use of prepositions, conjunctions, adverbs, adjectives, and articles; mis-
someone is “stupid” In takes in spelling; errors in abbreviations and contractions; and errors in
England, using your fingers expression of numbers.
to form the peace sign, or
Look over the list of misused words and phrases shown in Table 7. Are any
“NV” for Victory sign, but with
of them mistakes you make? If so, learn to recognize and avoid them. You
the palm facing yourself, is
may add other errors and their replacements to this list for your reference.
considered a very offensive
gesture. identify common ges-
tures used in the workplace
Specific Words
that might lead to confusion
when communicating with You can make your writing more precise by using specific words rather than
people from other cultures. general words. Specific words present a clearly defined picture in a reader's
c

mind. General words present a hazy, indefinite picture to the reader. For

36 10 9/9 Chapter 2
uSJ-R RR LIBRARY
 Bel) (ad Using Correct Words and Phrases
Instead of These Frequently | . . . Choose These Correct
Misused Words and Phrases ... | Words and Phrases

all but | | all but me

a lot of many or much
and etc. etc. or and so on
between us three among us three
between we two between us two
between you and | between you and me
dep’t dept.
different than different from
don’t have but have only
equally as good equally good or just as good
had less errors | had fewer errors
if you will whether you will
inside of inside
insight of insight into
irregardless | regardless
irrepairable irreparable
like | do as | do
long ways long way
might of | might have
neither. . . or neither . . . nor
real pleased really pleased or very pleased
these kind this kind or these kinds
try and try to

example, what do you see in your mind when you hear the word sweater?
Now, suppose we make it red sweater—has the picture in your mind
changed? Let’s be even more specific: red, plaid, v-neck sweater. What do you
see in your mind now? How does it differ from what you thought of when we
said only sweater?
Oapyight @ Glaneoe/Motinaw Hill
© Glencoe/McGraw-hill

As just illustrated, being specific sometimes means using more words. It

can also mean using fewer but more precise words in order to paint an
accurate picture in the reader's mind. Being specific is often a matter of
choosing one word over another to create just the right image.

Being specific also means knowing exactly what you want to say.
Whenever you can supply an exact fact, figure, or description to make your
Copyright

writing more concrete and convincing, do so. See Table 8 on page 38.

Positive Words
Positive words create a pleasant aura around your message. They impart enthu-
asm and confidence, while negative words tend to trigger unpleasant feelings.
That is why the effective business writer knows and deliberately uses positive

Choosing the Right Words 37

 Bel) (cae) Using Specific Words and Phrases
Instead of These General _,.. Choose These Specific
Words and Phrases... _ Words and Phrases u
fair response 34 percent response
fast in one hour
for the full amount | for $655.39
gigantic loss $9.2 million loss
low rating C rating
often 25 out of 30 times
soon on or before April 1

words to help stimulate the desired response from the reader. Positive words
emphasize to the reader what can be done rather than what cannot be done,
and will help you develop and maintain favorable relationships and goodwill.
The following words help to produce this desirable psychological effect:
advantage agreeable
benefit can
comfortable encourage
enjoy fortunate
va"

generous help
opportunity pleasure
eee

profit progress
recommend satisfaction
success thank you
valuable welcome
ee

NOTES
Negative Words
Negative
Connotatio Just as some words carry positive meanings, other words convey negative mean-
Some words are always ings. If you want your reader to feel positively toward you and to respond favor-
considered negative, while ably to your communication, avoid negative, unfriendly words in your writing.
other words may or may not
© Glencoe/McGraw-Hill

be considered negative, Some negative words such as complain, disappointing, inferior, and
depending on their context. unfortunately are negative in almost any context. No matter how you use
them, you'll probably convey a negative meaning to your reader. Learn to
substitute words like cooperation, service, and sincere.

Another group of words are negative because of the context in which

they appear. For example, the words neglect, blame, and error do not bring a
Copyright

Sales Pitch. Words are extremely important in advertising and sales pro-

i
motions. Writers use positive words to produce desirable psychological
effects. What are some words or phrases that are frequently used in sales
promotions and advertising? Are such words used in an ethical way? Are
there any potential legal problems with the use of “promotional” words?

38 Chapter 2
 negative response when you write, “We neglected to tell you... .” or “We take
full blame for the error.” Yet, when used with the words you or your, these

vo
words arouse anger, as in, “You neglected to... .” or “Your error caused...."
or “You are to blame for....”

Negative words should be used with caution, if at all. They are likely to make
readers feel you are criticizing them and to cause them to become angry with
you. In these cases, your communications definitely will have a negative impact.

Goto
Checkpoint 2.2
Activity 2-4
To test your skills.

1. What does the use of bias-free language in a business communica-

tion suggest about the writer?
2. Which sentence is better, in your opinion, and why?
a. We offer special assistance for deaf and blind customers who are
also old,
b. We offer special assistance for senior customers who have hearing
or vision impairments.
3. Ifyou know the gender of the person you are writing to, do you
think that you should still use bias-free words?

CHAPTER 2 SUMMARY

‘The basic writing process includes choosing words, developing phrases, and
‘orming sentences and paragraphs to produce a coherent message. The fun-
@emental element of the message is the word—choosing words begins the
Process. The ability to choose precise words to express your thoughts is
ssential in both written and oral communication. Your communications
well be clear and effective if you choose simple, concise, appropriate, correct,
Copyright © Glencoe/McGraw-Hill

Pesitive, and specific words.

As you begin the writing process, refer to the lists and tables of words and
_ ®&rases in this chapter. Using these lists and tables to choose acceptable
_ words will assist you in developing your message.

, Take some time to review the principles discussed in this chapter. Make
’ } = Sst of any words or phrases that you feel do not present your communi-
_ S@80n skills positively. As you progress in your studies, remove these words
, i hen you feel you have mastered their replacements. Begin to collect letters
_ 2c other kinds of communication items that you get in your personal mail
_ Sf om your job (with your employer's permission). You will need these items
| ™ amalyze the activities you will encounter later in the course.
ce

Seesing the Right Words 39

 ,
i Online Exercises
ee

Objective:

eee
These online activities will introduce you to the use of online dictionaries and online thesauri.
ee

en
Go to bew.glencoe.com, the address for the Business Communication at Work Web site, and
Ee

select Chapter 2. Next, click on Online Exercises. You will see a list of Web site links that will bring
you to different online dictionaries and online thesauri.
ee

Activity 2.1 Activity 2.2

1. Select one of the online dictionary Web . Select one of the online thesauri Web sites
sites to visit. to visit.
2. Key netiquette in the Search box (some . Key work in the Search box (some Web
es

Web sites may use an Enter Word box). sites may use an Enter Word box).
. Print one definition of netiquette by clicking . Find two synonyms for the noun work.
ee

on the File menu and selecting Print. Click Make a printout.

OK. . Find two synonyms for each of the follow-
. Search for the definitions of the following ing words: business (noun), rescind (verb),
computer terms: flame, newbie, search worthy (adjective), and very (adverb).
engine, Internet, Internet service provider, . On the back of your printout of the
emoticons, computer virus, and multimedia. synonyms for work, write at least two
Some words will have more than one defin- synonyms for each word you've looked
ition; select the definition that best relates up for this exercise. For each word, which
to computer jargon. If a term is not listed synonym provides the clearest meaning of
in the dictionary site you selected, return the word?
to the Business Communication at Work
Web site and select another. Once you've
. Write your name on the front of the print-
located a word, make a printout of its
out, and hand it in to your instructor.
definition.
. On the back of your printout of the defini-
Copyright © Glencoe/McGraw-Hill

tion for netiquette, write at least one sen-

tence for each word you've looked up for
this exercise. Make sure you use the correct
word and eliminate any unnecessary words
from your sentences.
. Write your name on the front of the print-
out, and hand it in to your instructor.

U
Chapter 2
 PRACTICE 1

Synonyms
instructions: Look up the following words in the thesaurus on your word processor (or in a hard copy). Write the words that are
"sted as having similar meanings. If antonyms are listed, list those also, using the notation ANT.

1. opportunity

2. evaluate

3. ethics

4. harass

Antonyms
Sestructions: Identify and circle the antonym (the word opposite in meaning) for the word in bold at the left:

1. construct assemble fabricate raze rear

2. antagonize alienate appease contradict dispute

3. pertinent applicable appropriate germane irrelevant

4. oppose advocate contest hinder thwart

5. encourage dissuade influence sanction stimulate

Positive and Negative Words

structions: Listed are words that generally have a negative connotation. Identify a positive word that may be used in place of
| Sa negative word:

1. crisis 4. cagey

2. obstinate 5. trouble
Copyright © Glencoe/McGraw-Hill

3. criticism

Confusing Words
| Estrwctions: From the list on page 34, select five sets of words that have meanings you are unsure of. Find the words in the dic-
Sey and write them and their exact meanings on the lines below.

1.

ca

3.

4.

=.

Slmesing the Right Words 4]

 CHAPTER 2 WORKSHEETS

NAME DATE

PRACTICE 2

Using Familiar Words

Instructions: Write sentences using the words from the previous exercise appropriately.

a,
NS
oe&

Recognizing Inappropriate Words

Instructions: Follow the instructions given for each numbered item.

iP Simple words. Rewrite the following sentences, substituting simple words for the underlined words
and phrases in the sentences.
a. The teleconference will afford us an opportunity to interrogate the numerous remuneration
proposals and consummate the rumors.

b. Itis requested that we effect the destruction of the antiquated software packages.

. Concise words. Delete the extra words and rewrite these sentences.

a. This is to inform you that we will take under consideration your recommendation to postpone
until a later date our evaluation of the properties.

b. | want to take this opportunity to thank you for providing an opportunity for me to experience
success in developing my skills.
Copyright © Glencoe/McGraw-Hill

. Conversational words. Substitute a conversational word or phrase for each underlined phrase in
the sentence below.

As per our conversation, | am taking the liberty of sending you under separate cover a complimen-
tary copy of our new book.

. Appropriate words. Replace the underlined words that are not appropriate.
We are anxious to address the principle problems with the student assistance in the personal office
and they‘re amount of absences, which have effected moral.

Chapter 2
 IAPTER 2 WORKSHEET

Name DaTE

5. Correct words. Substitute correct words for the underlined words that are incorrect.

Between you and | she has a long ways to go to become a programmer. Irregardless she had less
errors than the person which we interviewed; | am real pleased with a lot of her work. | don’t have
but two days to try and notify her.

6. Specific words. Underline the general, vague words in each sentence and then substitute a specific word.
a. | read several books this week.

b. There was a poor turnout for the seminar.

c. I'll deliver the package as soon as possible.

d. It’s a long way to the shopping mall.

e. The department has a high turnover rate each year.

f. The stockholder received a low rate of return on the investment.

g. The software package isn’t very expensive.

h. The student had a high grade point average for the first semester.
Copyright © Glencoe/MeGraw-Hill

7. Positive words. Underline the positive words and circle the negative words in each sentence.
a. We are fortunate to have you as a customer and want to encourage you to tell us how we can
better serve your needs.
b. Unfortunately, we need to inform you that you are delinquent in the payment of your account and
have ignored our previous requests and neglected to tell us of any problems you may be experiencing.

Precise Word Choices

@sstructions: In the following sentences, underline the words and phrases that are vague or overly general. On the lines below each sen-
tence, rewrite the sentence to make it more specific. NOTE: You may assume any information necessary to make the sentences specific.

1. Take the bus to our house on Saturday.

Choosing the Right Words 43

NAME DATE

2. | would like to apply for the position advertised in the paper.

3. We will be there early for your next meeting.

4. Contact me if you need assistance with the project. | am here every day.

5. Many people have registered for your next teleconference.

PRACTICE 3
Sentence Revisions
Instructions: The following sentences contain many of the following: complex words, excess words and phrases, trite expressions,
inappropriate words, vague words, incorrect words, and negative words. Underline the words and phrases that need to be
improved. On the lines below, rewrite the sentences simply and concisely, substituting friendly, conversational expressions. NOTE:
You may assume any information necessary to make your revisions clear and direct.

1. Incorrect words. Mary’s announcement did irrepairable damage to employe moral.

2. Excess and incorrect words. We need you to fill out the attached form in order that we can
foreword you’re password so that you can excess the computer system.

3. Excess, vague, outdated words. | am doing some research on word processing and was
wondering if you would be so kind as to allow me to talk to you people about the aforementioned topic.
MlanacalhseRrawur-Hill

4. Negative and excess words. We are in receipt of your complaint regarding your health club
membership and are sorry to have to inform you that it is our policy that we cannot refund your
money even though you are moving from the area.

Bias-Free Language
Instructions: In small groups, discuss terms that may be considered biased or that discriminate against people on the basis of
race, culture, gender, age, religion, physical or mental condition, or socioeconomic level. Make a list of the terms, and list appro-
priate bias-free words to use in place of the terms.

44 Chapter 2
 NAME DATE

PRACTICE 4
Business Letter Analysis
instructions: From your portfolio of letters that you are collecting, select a business letter. Analyze the business letter according
to the principles and techniques presented in this chapter. Complete the following form, which includes principles and techniques
from Chapters 1 and 2.

a. What is the purpose of the letter?

b. Who is the intended audience of the letter?

c. ls the tone of the letter positive? If it is not positive, what changes should be made?

d. Did the writer practice the seven Cs of effective correspondence?

Yes No If no, explain why
Courteous
Considerate
Clear
Concise
Complete
Correct
Consistent

e. Did the message achieve its purpose? Yes No

f. WORD CHOICE: Did the writer use the following:

Yes No ’ Examples:
Simple words
Copyright © Glencoo/MeGraw- Hill

Concise words
Conversational words
Trite expressions
Clichés
Appropriate words
Bias-free words
Correct words
Specific words
Positive words

If used, were the following used correctly?

Homonyms
Antonyms
Synonyms

the Right Words 45

 CHAPTER

Developing
Sentences and
Paragraphs

|
|
| After completing this chapter, you
will be able to:
1. Construct sentences using the four
basic structures

| 2. Identify the subject and verb in

sentences

|
3. Write clear, concise, and effective

|
sentences
4. Develop clear, concise, coherent,
and effective paragraphs

46
WORKPLACE
ET iB ETT by deh Lil)

Experienced writers know that the act of writing is a process with several
stages—prewriting, drafting, and revising. Prewriting is the planning stage.
It is the part of the writing process in which you gather and organize your
thoughts. It is like preparing a room to be wallpapered. If the preparations are
not done right, the wallpaper won't stick to the walls. As in wallpapering, the
preparations of prewriting may seem like more work than the act of writing
itself, but the effort always pays off.

Taking the First Steps

The first thing to do in prewriting is choose your topic and gather informa-
tion. Use any of the following techniques to generate topics and collect
information: brainstorming (see also page 133), freewriting, asking questions,
reading books and articles by experts, taking notes or keeping a journal, inter-
viewing experts or colleagues, and visualizing or imagining.
Once you know your topic and have gathered your information, the next
step is to arrange your ideas in a way that will make sense to your readers.
Outlines are the most efficient way to organize ideas. A balanced outline will
have at least two or three main points (Roman numerals I, II, III). Here is the
beginning of a sample outline.
1. The department needs to cut costs in order to meet its new budget.
A. Reduce purchases of office supplies
B. Increase electronic communications
1. Will reduce amount of paper used in printers
2. Will reduce use of toner in printers
Your outline is like a blueprint. As you write your first draft, just flesh out
the ideas in the outline with details, statistics, facts, and other pieces of infor-
mation that your reader needs to know.

[hinking Situation: You are an efficiency

ad expert who has been hired by a
Critically manufacturing company to
, increase its productivity. You
have visited the site, walked the
production lines, and talked to managers and workers. Now you
must prepare a report for the company’s owners.

Ask Yourself: How would you plan, or prewrite, your report?

Include a partial outline of your report in your answer.
66 Fffective communication I n Chapter 1, you learned the basics for communicating effectively. In this
requires skills, and skill chapter, you will concentrate on one part of those basics—developing
development takes prac- your message in a clear, concise, correct, and logical manner—through the
tice. A person cannot formation of sentences and paragraphs. To convey your meaning success-
improve his [or her] tennis fully in written communications or in oral conversations requires expertise
game merely by reading in word choice. In addition, you must always be aware of the seven tests of
tennis books or watching
effective communication, the seven Cs, referred to previously: courteous,
great tennis players. He
considerate, clear, complete, concise, correct, and consistent. As you apply
[or she] must get out on
the principles you learned in the previous chapters and use your skill in
the court and practice
what he [or she] has read choosing the right words, you will be ready to continue with the communi-
or seen, progressing slowly cation building process:
through different levels of * Assembling the words into phrases
proficiency. 99
Stephen R. Covey, * Connecting the phrases to form sentences
Motivational Author
* Grouping the sentences into paragraphs

* Organizing the paragraphs into coherent messages

WRITING SENTENCES AND PARAGRAPHS

Just as the fundamental element of your message is the word, the sentence
is the foundation for the effectiveness of your message. A sentence is a group
of words that expresses a complete thought. Successful business communi-
cation consists of strong, well-constructed sentences and paragraphs.
Simple words must be chosen carefully with the level of the audience in
mind. Then the words must be put together in an acceptable order to form
meaningful, effective communications. To do this, you must:

11. Construct sentences by choosing words carefully and organizing

the words to express a complete thought.

2. Join sentences to form paragraphs.

3. Fit the paragraphs smoothly into a coherent communication.

Copyright © Glencoe/McGraw-Hill

How well you construct your sentences plays a very important part in
determining how well you state your ideas. If you arrange and connect your
sentences effectively, you can lead the reader through your ideas—your goal
is to present ideas so that they flow smoothly through the reader's mind.

SENTENCE STRUCTURES

As you know, a sentence is a group of words that expresses one complete

thought. In identifying sentences, we look for subjects and verbs, clauses and
phrases. A good sentence must have the correct framework (see Figure 3-1).

48 Chapter 3
 concise varied in length and structure Figure 3-1
A good sentence must have the
correct framework.

one idea grammatically correct one thought

active voice—preferred

|
punctuated correctly
NOTES
Sentence Components Stand Alone
Clause
_ She subject of a sentence identifies the person, place, activity, quality, idea,
thing about which something is said; it tells who or what is being dis- An independent clause
expresses a complete thought
_ @ussed. A subject may be a word, phrase, or clause. The verb (predicate) and can stand alone as a sepa-
‘=presses action or a state of being. A verb may be a word or phrase. rate sentence.

Pat drives five miles to work each day.

Subject: Pat (who)
Verb: drives (action)
Pat seems anxious about the marathon.
~~

Subject: Pat (who)

Verb: seems (state of being)

A clause is a group of related words containing a subject and a verb. The

eo Kinds of clauses are independent and dependent.
—
An independent clause, also known as a main clause or principal clause, NOTES *
Copyright © Gloneoe/MeGraw- Hill

‘==presses a complete thought and can stand alone as a separate sentence.

Subordinate
Por example: Clause
jim called the company. A dependent clause
does not express a complete
A dependent clause, also known as a subordinate clause, does not express thought and cannot stand alone
‘= complete thought and, therefore, cannot stand alone as a sentence: as a sentence.

because the toy was broken

Even though a dependent clause has a subject and a verb, it still needs
‘Seother clause to make it a complete thought or sentence, as in the follow-
@e examples:

lim called the company because the toy was broken. OR

Because the toy was broken, Jim called the company.

Bee oping Sentences and Paragraphs 49

 Dependent clauses are introduced by subordinate conjunctions, such as
because, before, as soon as, if, since, unless, or relative pronouns, such as whe,
whom, that, which, and whose. i
A phrase is a group of two or more words that lack a subject and a verb.
Phrases can be used as nouns, adjectives, or adverbs. For example:
Before 9 a.m. is the best time to see him.

The time to play is now, not tomorrow.

Let’s plan to eat lunch after the meeting.

Types of Sentences
A sentence contains a subject and a verb, and expresses a complete thought.
Sentence structures can be classified according to one of the four following types:

1. A simple sentence contains a subject and a verb—

one independent clause.
Jan operated the VCR in the meeting.
A simple sentence can contain two or more subjects joined by a con-
junction, such as and or or, or two verbs joined by a conjunction.
Jan and Kim operated the VCR.
Jan dimmed the lights and operated the VCR.

2. A compound sentence contains two or more

independent clauses. i
The clauses are closely related and equally important; they are emphasized
equally, as in the following example:
Jan operated the VCR, and Kim used the video camera.

3. A complex sentence contains one independent

clause and at least one dependent clause.
The clauses ‘are related but are not equal in importance or emphasis. The
independent clause expresses the most important idea and is most strongly
emphasized. baad dias LH

Since Jan operated the VCR, Kim used the video camera.

4. A compound-complex sentence contains two or

more independent clauses and one or more
PiecedOB Slee

dependent clauses.
goto Since Jan operated the VCR, Kim used the video camera, and Keith

HAO coordinated the slides.

Activity 3-1 Another example of the compound-complex sentence follows:

To test your skills.
Jan used the overhead VCR because the projector was broken, and
Kim used the video camera.

In the sentence above, the independent clauses are these:

iv)
Cc)

‘
s
=)

%
o
 Jan used the overhead projector.
Kim used the video camera.

. ‘The dependent clause that cannot stand alone is

Because the computer was broken

l
‘The compound-complex sentence may have been written as follows:
Because the computer was broken, Jan used the overhead projector,
and Kim used the video camera.

CONSTRUCTING SENTENCES

42 your written communications must comply with commonly accepted

_ Sndards of written English. Otherwise, you will distract your reader, and
_Soth you and your message will lose credibility.

_ Conversational Language
The specific “rules” for constructing sentences need not be complicated.
_ Yhe current trend in business communication is to use conversational lan-
|" @eege rather than rigid, formal writing.

FORMAL This firm represents the interests of Philip Ingersoll

in his claim for damages arising as a result of the
ry3.1)
automobile accident which occurred on January 15. Using Titles
The American use of first
CONVERSATIONAL | represent Philip Ingersoll who was injured in an
names in the workplace is
automobile accident on January 15. disconcerting to Brazilians,
_t business communication situations, use a style of writing that is closer to who are accustomed to very
defined social status/age and
Seta! speaking than to the language of a college textbook. Remember, com-
rank/position forms of
“munication takes place more effectively when the reader is thinking about
address. Use the word “Seu”
‘®entent rather than the manner in which it is expressed.
before the first name for men
and “Dona” before the first
‘Guidelines for Writing Effective Sentences name for women. You would
Copyright © Glencoe/McGraw-Hill. ,

call your male business asso-

_ Mere are nine guidelines for writing effective sentences:
ciate “Seu Pedro” and your
female business associate
4. Sentences should contain only one idea.
“Dona Ana.” Would you rec-
"Sentences that contain more than one idea weaken the message. Too many ommend that the conversa-
"Seas expressed without a pause tend to run together in the reader's mind. tional style of writing be appro-
priate for different cultures?
WEAK Thank you, Ms. Johnson, for your letter of April 30 compli-
What would be some of the
menting the National Business Report and giving us your advantages and disadvantages
summer address, where we will send your next three copies, of using the conversational
beginning with the June issue. style?

Did you find yourself reading this sentence twice? Were you confused by the
"Gime you got to the end of the sentence?

‘Developing Sentences and Paragraphs 51

 In this example, the writer is trying to do two things: (1) thank the cus-
tomer for her letter, and (2) tell her that her request will be handled. Neither
idea stands out because the two ideas are joined in one sentence. A simple
change will stress both ideas.
STRONG Thank you, Ms. Johnson, for your letter of April 30 compli-
menting the National Business Report. Beginning with the
June issue, your next three copies will be sent to your sum-
mer address.
Putting too many ideas into one sentence frequently results in a run-on
NOTES ff sentence, which is not only confusing but also grammatically incorrect.
Keep the A run-on sentence consists of two or more independent clauses without
Focus the proper punctuation. A run-on sentence sometimes may not have a
A sentence should coordinating conjunction, such as and, but, or, or nor; therefore, the sen-
convey a single
tence is composed of two independent clauses that run on.
thought.
| have completed this project | am ready for another one.

Run-on sentences can be corrected by making separate sentences from

the independent clauses, by adding appropriate punctuation, or by adding
an appropriate coordinating conjunction.

The following run-on sentence, taken from an actual memo, contains

three ideas:

RUN-ON Please be prepared to discuss your ideas at the meeting,

they don’t have to be typed, if possible, they should be
written in outline form.

This sentence could be confusing even if it were correctly punctuated. (It

isn't.) Notice how much clearer it is when the three ideas are separated:

CLEAR Please be prepared to discuss your ideas at the meeting.

They don’t have to be typed; if possible, they should be
written in outline form.
Give more emphasis to an idea by dividing it into two parts and express-
ing each part in a separate sentence. Even though the following weak exam-

TadiongGep 3.1
wy ltreveeserey) © lore tetera ©) \)

ple is not a run-on, the message is much stronger as two sentences:

Poverereretettris

WEAK We promise you excellent service in the future, and please let
Discuss: How would you us know how we can make your next flight more enjoyable.
improve the following run-on
sentence? STRONG We promise you excellent service in the future. Please let us
| would like to sell you on one know how we can make your next flight more enjoyable.
idea the value of my services as
a financial counselor can bene-
fit you and your family.
2. Sentences should contain one complete thought.
A group of words that gives merely part of an idea is a sentence fragment.
Because a sentence must express one complete thought, a sentence fragment
is not a sentence. A fragment splits one thought into two parts, as in the
following example:

Chapter 3
52
 FRAGMENT To update your records and actively reflect Hale
Manufacturing’s economic standing. We submit
the annual report for your review.
The first part of this example is not a complete sentence. An idea is
Started in the first statement and completed in the sentence that follows.
The two statements should be joined to express one complete thought.

SENTENCE To update your records and actively reflect Hale

Manufacturing’s economic standing, we submit
the annual report for your review.
Tiga 3.2
Discuss: How would you
The following example illustrates another sentence fragment:
correct the following sentence
fragment?
FRAGMENT The brochure describes some of the more advanced
No matter how well known or
techniques of making sound investments. Including how prosperous your business
a candid analysis of the strategies and risks involved. may be. New customers must
be added to your clientele
The part Including a candid analysis of the strategies and risks involved constantly if the business is
‘@epands the idea expressed in the first sentence but is not a complete sen- to survive.

‘Snce in itself. For a complete sentence join the two parts.

1

SENTENCE The brochure describes some of the more advanced

techniques of making sound investments, including
a candid analysis of the strategies and risks involved.
Sentence fragments, usually introduced by prepositions or participles,
frequently found as opening and closing ideas in business letters.
Gentence fragments are problems, especially in either of these positions,
‘Because the first and last few words of a message should be the most
_Smphatic. The following openings contain sentence fragments:

_ WEAK OPENINGS Realizing that an insurance company must make

fast, fair adjustments. The Scranton Insurance
Agency pledges to give you the best service
available in the Mt. Horeb area.

With reference to your suggestion concerning

refunds. | appreciate this information and will
follow up within a week.
Copyright © Glencoe/MeGraw-Hill

‘You can make these openings grammatically acceptable by simply sub-

seating a comma for the first period in each of them. You can make them
ch stronger, by effectively rewording the sentences.
STRONG OPENINGS An insurance company must make fast, fair
adjustments. The Scranton Insurance Agency NOTES
knows this and pledges to give you the best ser-
Emphatic
vice available in the Mt. Horeb area. Words
Your suggestion concerning our refund policy is Beginning and
ending words of a
welcome. Within a week | hope to have a solu- message should be
tion to this problem of refunds. emphatic.

mg Sentences and Paragraphs 53

 Rewording can also turn a weak closing containing a sentence fragment
into an effective, strong closing, as in the following example:

WEAK CLOSING Thanking you for your courtesy and cooperation

in this matter.

STRONG CLOSING | will appreciate your cooperation.

Sometimes the deliberate use of a sentence fragment can be very effec-

Tiiagap 3.3 tive, especially to establish

made to express a complete
an informal, friendly tone. A fragment can be
thought if an exclamation point or a question
Discuss: How would you mark is placed after it, as in the following examples:
improve the following weak
opening and weak closing? That's right—lifetime protection! Worldwide, 24 hours a day.
WEAK OPENING: Although your
holiday shopping may be almost Tonight! Our special Sundown-to-Sunup 40 Percent-Off Sale—don’t
done. We would like to suggest miss it!
a gift that we believe is perfect
for a member of your family. This informality may be useful in a sales letter or direct mail advertise-
WEAK CLOSING: Looking for-
ment in which the writer must quickly establish both friendliness and trust
ward to calling on you some-
time soon. in the reader. Such informality, however, may be inappropriate in other
business communications. The receiver may interpret it as sarcasm, insin-
cerity, or deficiency in grammar. If the receiver is angry, worried, or fearful,
he or she will not appreciate a very informal writing style. For this reason,
use sentence fragments sparingly—only when you have a clear purpose in
mind and you are able to anticipate your reader's reaction.

3. Sentences should use the active voice.

Effective writing creates force through the use of action verbs—those used in
the active voice rather than the passive voice. In Chapter 1, active and pas-
sive voices were defined this way:

ACTIVE VOICE The subject of the sentence performs the action

described by the verb.
PASSIVE VOICE The subject receives the action described by the
verb.
rinht ® Clanena/MrGraw-Hill
The active voice creates the illusion of movement while the passive voice
limits movement. The passive voice may be the worst offender in dull, weak
writing. Although the passive voice can be used to soften a negative state-
ment, for example, it should be used sparingly.

Why does the passive voice hurt readability? Consider the following
example in the active voice:

ACTIVE VOICE Brian read the letter.

This simple sentence brings a picture of Brian reading to the reader's mind.
Active-voice sentences emphasize the action—the “doing” that the sen-
tences describe. Now let's put our example into the passive voice:

PASSIVE VOICE The letter was typed by Brian.

54 Chapter 3
 tm the passive version, the writer needs six words to tell what took onlyfour WWOTES
words in the active voice. Notice, also, how the emphasis has shifted. The Aekiveys
mental picture is now of a letter—no Brian, no reading, just a letter. The —_— Pagsive
@ction is gone, and the person who did the acting is gone, too. This shift of — The active voice is more
emphasis eliminates interest and clarity in passive sentences; they become direct, concise, personal,
peor forms of communication. This example illustrates two major draw- and vigorous than the
: ° 3 aSSIVE VOICE,
Secks to using passive constructions: eae

4. They require more words without adding to the meaning.

2. They weaken the sentence’s impact by taking away emphasis from

the action and the person who performs the action.
To keep your writing flowing and lively, stress the “people element.” Write
@ the active voice to give the reader a picture of the subject performing the
Gon. Communicating in the active voice creates a stronger message—one
_ @etis more direct, concise, personal, and vigorous.
it

ckpoint 3.1
=

Select the more effective sentence or sentences in each of the pairs

Below. Explain your choices.
4. a. Our sales have increased for three straight quarters in a row, we
should be proud of our company’s performance so far this year.
. Our sales have increased for three straight quarters in a row; we
should be proud of our company’s performance so far this year.
. Once we receive your payment, we will send you a receipt and an
updated copy of your account.
. Once we receive your payment. We will send you a receipt and an
updated copy of your account.
. The client made a generous offer. We recommend that you take it.
b. A generous offer was made by the client. We recommend that you
,
Copyright G Glencoe/McGraw-Hill

uv take it.

» Sentences should be grammatically correct.

English errors in sentences may make the receiver think the sender is
= or careless—or both. What is good English, and what are the rules
ea English? The “rules” are actually general agreements among the
of English on how to use the language for various purposes in various
Stances. Your goal, as a successful communicator, is to use the rules
ed by the majority of skilled writers and speakers in the business
tn order to keep your grammar skills at the highest level, review all
ar rules in Appendix A at the back of your textbook, or use the Student
OM that is available with this textbook as a review method.

img Sentences and Paragraphs 55

 Subject and Verb Agreement. A glaring error that communicators make is
neglecting to check for agreement between the subject and verb. A verb
should agree with its subject in person and in number:

* Asingular subject requires a singular verb.

tt
NOTES * Aplural subject requires a plural verb.
Verb
Agreement Remember to check your writing closely for subject and verb agreement.
A verb should agree You can find specific guidelines and examples to assist you in determining
with its subject in person subject and verb agreement in Appendix A. If you're using the Student CD-
and in number. ROM, which is available with this textbook, go to Topic 9 of the Interactive
Grammar section; then select one of the concepts on subject and verb
agreement.

Parallel Construction. Parallel construction improves sentence clarity.

Parallel construction simply means using similar grammatical structures in
phrases, clauses, and lists to express similar ideas.
Using parallelism is important in all writing, especially when dealing
with series, contrasts, and comparisons. Look at the following sentence,
which contains a series in list format:

Effective sentences should:

* Contain only one idea

* Use the active voice
* One complete thought

>
* Naturally fit together

Notice that the items in the list are not parallel in construction. One way to
make this sentence parallel is to have each of the elements of the series start
with an appropriate verb.

Effective sentences should:

* Contain only one idea.

e Use the active voice.
¢ Contain one complete thought. Copyright © Glencoe/McGraw-Hill

e Fit together naturally.

Notice, also, the parallelism in the list of objectives at the beginning of this
chapter. What makes the list parallel in construction?

Carelessness is a major contributor to grammatical errors. Writing in a

sloppy manner may be easier than writing carefully, but it may also become a
difficult habit to break. To avoid the habit of sloppy writing, develop the habit
of editing each sentence that you write to ensure that it is correct.

How do you know what is correct, or standard, English usage? Through

reading, listening, writing, speaking, studying, and practicing the rules of
grammar, you can develop an instinct for correct English usage. In addition,
knowledge of the rules of grammar and punctuation is essential.

56 Chapter 3
 ‘The ability to recite the rules of grammar and punctuation will not neces-
prevent you from making errors. However, the ability to recognize errors
aid you in creating mechanically correct messages. Once you recognize
errors, you can turn to a reliable reference manual or English grammar
abook to verify the rules, correct mistakes, and improve usage habits. ——

Te assist you in your writing, AppendixA at the end of this book briefly
NOTES ;[
&
smmmarizes rules of grammar and punctuation. Review the rules and the — Know Your
: ‘ Mistakes
=s2mples until you are confident that you can apply them correctly. In addi-
=. an up-to-date, reliable dictionary and a comprehensive English-usage Meth a
@endbook or reference manual will help you in developing communica- your own errors.
‘ems and are important resources for your personal library.
»

= Sentences should be punctuated correctly.

‘emmas are perhaps the most troublesome of all punctuation marks. Placing
amas incorrectly or otherwise misusing them may cause the meaning of sen-
aces to be unclear. The reader may then need to reread sentences several
ves to understand the intended meaning. Commas are misused in three ways:

4. They are omitted where they are needed.

2. They are inserted where they are not needed.

3. They are misplaced within the sentence.

j
‘each case, the error usually hinders the reader's understanding.
i

One common mistake is to omit one of a pair of commas. For example,

mimias are needed to set off appositives or explanatory expressions. In the
owing example, the editorial assistant is an appositive, which should be
‘Set off by commas. By omitting one of the commas, the sentence conveys a
Gifferent meaning.

PNCORRECT: Rosemary Fitzgerald, the editorial assistant called while

you were out of the office.
“CORRECT: Rosemary Fitzgerald, the editorial assistant, called while
you were out of the office.
Hill
Gopyright © Glencoe/McGraw-

Another common error is to use unnecessary commas. For example, a

“Semma may be incorrectly inserted between a subject and its verb.

MNCORRECT: Analyzing the data and presenting recommendations by

November 4, will be difficult.

_ CORRECT: Analyzing the data and presenting recommendations by

November 4 will be difficult.

Misplaced commas may interrupt the flow of a sentence and cause some
ssitation in the reader's understanding.

WNCORRECT: The most important topic, and also the most frequently
discussed, was the discount rate.

Beeboping Sentences and Paragraphs

57
 CORRECT: The most important topic and also the most frequently
discussed was the discount rate.

Let good usage and common sense be your guides to correct punctu-
ation. Follow accepted rules in punctuation to assure that the receiver will
clearly understand your message. Be sure to review the punctuation rules in
Appendix A of this textbook.

6. Sentences should be concise.

Concise communication uses as few words as possible to communicate the
message in a clear, courteous manner. Whether long or short, a sentence
should be concise. Concise is the opposite of wordy; it is not the opposite of
long. If your sentences are concise, they contain no wasted words.

You have already learned to avoid needless repetition and to use concise
words and phrases. You know it is important not to use three or four words
to express an idea if one or two words express the idea as well. Now con-
tinue a step further in the communication building process—learn to write
concise sentences.

Eliminate Useless Words. Organize sentences to eliminate words that do

Thiingap 3.4 not help to make the meaning clear or the tone courteous. For example, the
opening words It is, There are, and There were generally add nothing to sen-
Discuss: How would you tences except words. They also tend to lead into stiff, formal writing and
improve the following wordy passive constructions. When you have used one of these beginnings, try
sentence?
| regret to inform you that the
rearranging the sentence to eliminate the phrase.
agent from whom you origi-
nally purchased your contract WORDY: There are several options available to you.
is no longer with the company
CONCISE: You have several options.
and | am his replacement.

Avoid Repetitiveness. Vague sentences that are limited in meaning waste

time and inhibit the receiver's concentration. The only reason for restating a
question or an idea that already has been stated clearly is to gain emphasis.
However, overusing this technique may cause the receiver to become bored
and frustrated, especially if the repetition has no purpose or is used to restate un
the original vague statement. The following rambling paragraph is an example
altenus

that may create frustration:

WEAK: | would like to ask a question about your summer school

Mannan

course offerings in the computer science curriculum. The

offerings at the Madison campus seem to be geared to
A
Smt

upper-level students, and | am having difficulty finding

introductory-level courses to take. It would help if you
could send me schedules from your Reedsburg, Watertown,
and Portage campuses, so that | can decide what | want
to take this summer and reserve a dorm room early. When
these schedules are available, will you please send them
to me?

Chapter 3
 In the above example, the writer's question is buried in a clutter of
_ @@necessary information. The writer is simply requesting summer school
Schedules; he or she can solve the other problems after receiving the sched-
es. Is the following example a more forceful request?

STRONG: Please send me summer school schedules for the computer

science curriculum at your Reedsburg, Watertown, and
Portage campuses.
>
mit Obvious Statements. If you agree that concise writing helps your let-
‘= accomplish its purpose, then you will also agree that omitting facts the
a eceiver already knows is wise. Stating the obvious wastes words and risks
ending the receiver by implying that he or she is ignorant or forgetful.
her, when obvious statements are used at the beginning of business let-
‘es, the receiver may assume that the writer does not know how to begin.
Many writers begin by telling the reader that they received his or her let-
== which they are now answering, or by restating what the reader said in
Set letter. The fact that the writer is sending an answer is evidence enough
the reader's letter has been received. Do not waste the most effective
ssition in a letter, the opening, by telling the reader “In reply to your letter
¢ larch 23,...” or “In your letter of May 7 you stated that... .” Ifa reader
Seesn't remember all the details of the original letter, a quick glance at the
=@ copy will refresh his or her memory. The goal of the response is to give
= reader an answer, not to echo the reader's letter.

The best way to begin a business letter is usually by directly answering

= teader'’s question. Although there are a few situations when you should
et begin the letter with the main point (we'll discuss those in a later chap-
= opening a letter with a direct response is usually more effective. Look
‘Meese examples:

| am in receipt of your letter which is dated March 25. You

wanted to know the current prices of our various brands
ThiingCap 3.5
and models of camcorders; so | am enclosing our latest Discuss: How can the follow-
ing sentence be improved?
price list, which will cover all this information. As we come to the end of
another record-breaking year
G: Here is our current price list, listed by brands and models,
Gopyright © Glenaoe/MeGraw-Hill

at Haeffeners Manufacturing, |
for our camcorders. want to take this opportunity to
congratulate you on your out-
| am replying to your letter of October 9. With this letter
standing sales performance as
you enclosed a check for $101.23, the total amount due a manufacturer's representa-
since August. tive during your first full year
with the company.
Thank you for your check for $101.23, which clears your
account.
beginnings, writers often have trouble with letter endings. After
]ring the reader's questions and giving information, a writer may then
°K on trite phrases. Look at this example:

Thank you again for your interest in our product. If you need
further information with regard to this matter, or if we may
assist you in any way, please don’t hesitate to contact us.

Bees Sentences and Paragraphs 59

 If thanks have been given once, that's usually enough—say thanks twice
and you may appear insincere. Actually, the best expression of gratitude is
to do what the reader wants. Similarly, offering further information or assis-
tance in your ending may appear courteous or may mean that you are not
sure your answer was complete. Assume that if the reader needs more infor-
mation or help, he or she will Jet you know.

Your letter should end with a positive tone. Deleting vague endings, like
avoiding obvious beginnings, improves the letter. Take this actual business
letter as an example:

Dear Mr. Anderson:

Thank you for your recent request for more information about our Computer
Programming program, which you noticed in our catalogue.

We appreciate your interest in our Computer Programming program.

Information about the program and the fall schedule are enclosed.

Ruth Joyce, our academic advisor, will contact you. Ms. Joyce will be able to
assist you with the application and registration processes. She will also be able
to answer specific questions about the program.

Again, thank you for your interest in our programs. Meanwhile, if we can be of
further help to you, just call on us. We'll be glad to assist you in any way. Best
wishes as you continue your education.

Sincerely,

Now let's eliminate the first paragraph of this letter. Is the letter weak-
ened? No. Next let's look at the last paragraph. Can it be rewritten to make
it more coneise and Clear? Yes.

Dear Mr. Anderson:

We appreciate your interest in our Computer Programming program.

Information about the program and the fall schedule are enclosed.

Ruth Joyce, our academic advisor, will contact you. Ms, Joyce will be able to
assist you with the application and registration processes. She will also be able
to answer specific questions about the program.

Thank you for your interest in our program. Best wishes as you continue your
education.

Sincerely,

60 Chapter 3
 iA Claim Confusion. Analyze the following paragraph from an
: LEGAL -— insurance policy:
“In the event of an Occurrence or circumstances which could
~ aU SION ry | reasonably give rise to a Claim, written notice containing particu-
. Mi lars sufficient to identify the Insured and all reasonably obtainable
information with respect to the time, place, and circumstances
there of, and the names and addresses of the injured and of available witnesses, shall be given by or
for the Insured to the Company, or the Company’s designee as stated on the first page of this policy,
as soon as practicable.”
ts there a more concise way of stating the information while still maintaining all the legal points included?

#. Sentences should be varied in length.

Wer quick, clear, easy reading, all sentences should be short and simple, NOTES
SS Wrong! Sentences averaging around 17 words in length are considered — santence
wut right for fast reading. Good sentences can be longer than 20 words or _— Variety
Short as 4 or 5 words for variety and emphasis. Imagine the monotony of _\ary the length
essage in which each sentence is exactly 17 words long. The message _ of sentences.
ment put the reader to sleep!

_¥@rying sentence length can enliven writing style. A short sentence

Saeed between two long sentences emphasizes the thought of the short
ence. A few very short sentences help to give the message “punch.” Too
=my short sentences, one after another, can make a letter choppy. Look at
= following examples:

CHoppy: We received your shipment of February 18. It contained

four boxes of designer swimwear, Stock No. 1187. There
was one box each in Misses sizes 8, 10, 12, and 14. But
we ordered four each in Junior sizes 5, 7, 9, and 11. You
can see this on the copy of the order, which is enclosed.
Your February 18 shipment of four boxes of designer
swimwear, Stock No. 1187—one each in Misses sizes 8,
10, 12, and 14—arrived today. However, the shipment
bill
Copyright © Glencoe/MeGraw-

should have consisted of four each in Junior sizes 5, 7, 9,

and 11, as shown on the enclosed copy of the order.

en more irritating to readers than the short, choppy sentence is the long
Seence that rambles on and on. This writing fault also hinders readability. In
Pe Sollowing example, the writer has jumbled the ideas to the point that the
=mce must be reread—perhaps several times—to make any sense:

BLING: In reply to your letter of March 1, we desire to enter it

upon the record that, out of our six (6) percent commis-
sion to be paid to us by the Colbys for making sale of
this property for them, we agree to pay you a commis-
sion of three (3) percent of the sale price, amounting to
$3,000, as a service to you and as compensation for the

Seeing Sentences and Paragraphs 61

 work and expense of closing the sale, and we further
agree that no portion of this charge shall be assessed
against or paid by the purchaser.

The following example is much easier to read:

Thing Cap 3.6 STRONG: | want to put on record the terms of the agreement you
asked about in your March 1 letter. Our commission for
Discuss: How can the follow-
selling this property is to be paid by the Colbys. We
ing confusing message be
agree to pay you a commission of three (3) percent of
We have asked our representa- the sale price, amounting to $3,000, at the closing. We
tive, Mrs. Beth Zimmerman, to
make an appointment to meet
further agree that no portion of this amount shall be
with you to discuss ways to charged to the purchaser.
keep your life insurance poli-
cies up to date and save you Lengthy sentences result from using too many dependent clauses or
money by changing the method from overusing the words and, or, and so. Avoid these two careless writing
of your premium payments.
habits when your goal is clear, effective communication.

The And Habit. The and habit, which leads to run-on sentences, is illus-
trated in this excerpt from a business letter:

WEAK: We presently employ 93,466 persons at 11 sites in the

greater Houston area, and this makes us the third largest
private employer in the area, and we hope you will see
fit to include these figures in your brochure, and we
thank you for your cooperation.

You can usually correct this kind of error by eliminating some of the ands
and breaking up the run-on structure into several sentences. Sometimes,
rephrasing the ideas or putting them in the form ofa clause makes the new
sentences more varied and interesting. Is the following example better?

STRONG: With 93,466 employees at 11 sites in the greater

Houston area, Van Buren Manufacturing is the third
largest private employer in this area. We would appreci-
ate your including these figures in your brochure.
Copyright © Glencoe/McGraw-Hill

NOTES Instead of the phrase and so, use transitional words such as therefore,
consequently, and accordingly to connect clauses:

Use transitional words WEAK: Our warehouse in Seattle stocks the Z-45 gasket, and so
to connect clauses. the manager there has agreed to ship one to you.
STRONG: Our warehouse in Seattle stocks the Z-45 gasket; there-
fore, the manager there has agreed to ship one to you.

The Dependent-Clause Habit. Chains of dependent clauses produce con-

fusing sentences. A series of overlapping clauses, each hanging on to the one
before, introduces new ideas and expands previous ideas so fast that the

Chapter 3
 reader can barely grasp one idea before the next one arrives. Examples of this
type of writing are often seen in legislation and legal documents.

Notice all the clauses introduced by the word which in this long sentence
from a memo:

WEAK: Ms. Jamie Kerr will take Atlantic Air Flight 376 at 4:15 p.m.,
which should arrive in Omaha at 6:10 p.m., which means
that you should plan to meet her and accompany her to
the hockey awards banquet, which begins at 7:30 p.m.
Breaking the main ideas into sentences helps the reader understand the
information in the message more easily, such as in the following example:

STRONG: Ms. Jamie Kerr will arrive in Omaha at 6:10 p.m. on Atlantic
Air Flight 376. Please plan to meet her and accompany her to
the hockey awards banquet, which begins at 7:30 p.m.
Vary your usage of short words, long words, short sentences, and long sen-
tences. Generally, avoid using too many of any one element in your writing.

Legal Ease. In legal writing, one sentence often consists of several

phrases and clauses. Analyze the following paragraph from an actual
mortgage note:
“The undersigned is given the privilege of prepayment in any
amount at any time without penalty, provided that if the undersigned
sells her residential property in the City of McFarland, Wisconsin, at
any time during the term or the extended term of this note, the entire net proceeds of such sale shall
be applied on account of the interest and principal then due on this note, which shall then be fully due
and payable as to any remaining unpaid balance unless otherwise agreed by the holder hereof.”
What is the paragraph actually conveying? Is there a better way to word this paragraph and still maintain
the legal information required?
|

8. Sentences should be varied in structure.

We have already seen that a long string of very short sentences makes for
choppy writing, that a sequence of very long sentences makes reading diffi-
cult, and that sentences all the same length make a letter boring to read.
Copyright © Glencoe/MoGraw Hill
Copyright © Glencoe/McGraw-Hill

Another shortcoming that affects the reader's reaction is identically con-

structed sentences. A series of sentences having the same construction
becomes monotonous and may seem to talk down to the reader.

Besides varying the length of your sentences, you should also vary their
structure and pattern. One way to achieve variety in your writing is with dif-
ferent sentence beginnings. Since the way you begin a sentence usually
determines the pattern for the sentence as a whole, concentrating on the
beginnings is a logical way to control sentence patterns.

You can also vary the structure of your sentences by utilizing a combina-
tion of simple, compound, complex, and compound-complex formations.
To review these formations, see pages 50-51.
Sc

Developing Sentences and Paragraphs 63

 9. Sentences should fit together naturally.
NOTES * Just as the words in a sentence should be arranged for smooth reading, so
should the sentences in a message. Each sentence should smoothly follow
Natural
Flow the previous one and flow naturally to the next one. Similarly, one paragraph
Sentences should should lead naturally to the next paragraph to guide the reader from one
flow naturally. central thought or point to the next. In writing sentences that fit together
smoothly, you will find that it helps to (1) refer in some way to the preceding
sentence and (2) use transitional words and phrases, or connectives.

Connectives. Some examples of transitional words and phrases include

those shown in the following chart:

Transitional Words and Phrases

also likewise
as moreover
as a result neither ....nor
because next
but on the other hand
consequently otherwise
either ....or previously
first (second, etc.) rather
for example similarly
for instance then
however therefore
in addition thus
in comparison unlike
in contrast while
in this way

In the following example, the sentences are clear but are poorly connected
to one another:

Your proposal has a great deal of merit. A number of questions need

to be answered. A comprehensive market research program should Copyright © Glencoe/McGraw-Hill
result in an appropriate solution.

Tidiagap 3.7 Adding a connective ties the thoughts together:

Discuss: How can the fol-

Your proposal has a great deal of merit. Although many questions
lowing sentences be improved? must still be answered, we should be able to determine an appropri-
You were right when you ate solution through a comprehensive market research program.
suggested that your March
statement was not correct.
Without connectives, you risk leaving the reader guessing about the rela-
A correction is forthcoming on
your next statement. The error tionship between the statements in your message.
occurred because a payment
POORLY CONNECTED SENTENCES: We agree with many of the sug-
you made on February 28 had
not been credited to your gestions in your report. We shall put some of them into effect immedi-
account before the March ately. We shall delay action on the remainder and get reports from other
statement was printed.
sales representatives.

Chapter 3
 IMPROVED SENTENCE CONSTRUCTION: We agree with many
of the suggestions in your report and will, therefore, put those into ————
effect immediately. After we have studied reports from other sales AON op
representatives, we will decide what to do about your other sugges- Activity 3-2
tions. (The word will is more often used in modern communications To test your skills

than the word shall, and the two have slightly different meanings.)

Checkpoint 3.2

Select the more effective sentence or sentences in each of the pairs

below. Explain your choices.
1. a. The results of the survey will be released, by January 3.
b. The results of the survey will be processed by January 3.
2. a. Before signing the contract, look at the conditions listed on page
9, which explain that the company will not reimburse you for cer-
tain expenses. These expenses include photocopying and mileage.
b. Before signing the contract, look at the conditions listed on page
9, which explain that the company will not reimburse you for cer-
tain expenses, which include photocopying and mileage.
3. a. In your e-mail yesterday, you requested that I double-check the
number of invitees to attend the luncheon tomorrow. Twenty-
three people will be attending the luncheon tomorrow.
b. Twenty-three people will be attending tomorrow's luncheon.

DEVELOPING AND ARRANGING PARAGRAPHS

After choosing words and combining them into sentences, the next step in build-
NOTES
ing your message is grouping the sentences into paragraphs. A paragraph is
bill
are ere:

made up of one or more sentences that make a single point or relate to a central The Main
Idea
Copyright © Glencoe/MeGraw-

theme. The main function of a paragraph is to make reading easier by grouping

A paragraph is a
uw

sentences in a way that effectively conveys meaning. Organizing paragraphs

CTOPYyliQnt @ Wrencwre

group of sentences
deserves the same care that is given to choosing words and structuring sentences. relating to one central
idea
Business letters usually have one major purpose or cover one major subject
consisting of several items or parts, each of which is developed into a paragraph.
Writing a business letter, then, is a matter of identifying the major subject or pur-
pose and deciding on the points that make up that subject or purpose.

Determining how to organize the points—the paragraphs—in the most

appropriate order is the next step. Even when a letter deals with more than
one major subject, its organization need not be too difficult. Begin by iden-
te

tifying each of the major subjects you will discuss and the items or parts
Cc

that make up each subject. Then put the ideas and sentences into the order

Developing Sentences and Paragraphs 65

 most likely to achieve your purpose. In order to develop good paragraphs,
you will need to address the following concepts:

NOTES i * Unity

/
Paragraph ¢ Length
Unity 5
e¢ Emphasis
Unity in a paragraph
means that all sentences e Coherence
relate to one topic.

Paragraph Unity
Unity in a paragraph exists when all the sentences in the paragraph relate to
one topic. Unity is important because a paragraph containing unrelated
ideas confuses the reader. To obtain unity, include only relevant material and
exclude all irrelevant material. Ask yourself, “Is this word, this sentence, this
paragraph essential to the development of my main thought?” Remember,
each paragraph should contain one part of the major subject.

One step in achieving unity in a paragraph is to identify the topic sen-

NOTES tence. The topic sentence is the sentence that expresses the main idea of
Summing the paragraph. The topic sentence is usually found at the beginning of the
It Up paragraph, but it may appear at the end or in the body of the paragraph. The
A topic sentence other sentences in the paragraph should develop and support the main
| summarizes the main idea found in the topic sentence.
idea of the paragraph.
Each paragraph should contain only one topic sentence. When you
introduce a new topic, you need to start a new paragraph. By starting a new
paragraph, you prepare the reader for the shift from one phase of the gen-
eral subject to another. The unity ofa paragraph may also be affected by the
number of sentences within the paragraph. If you limit the number of sen-
tences you use, you are likely to focus on the main idea and have a more
unified paragraph.

Paragraph Length
In effective written communications, the length of paragraphs should be
varied. Paragraph length is perhaps more important in business letters than Copyright © Glencoe/McGraw-Hill

in any other written communication. Because most people are so busy that
"Aw they simply do not have time to wade through a series of long, rambling
| Activities 3-3 and 3-4
To test your skills, paragraphs, they may merely skim a line or two in each paragraph. Using
short paragraphs of a few sentences in combination with longer paragraphs
will give emphasis to your main ideas and keep the reader's attention. The
longer the paragraphs the more likely the reader will skim the paragraphs
looking for the main ideas.
.
NOTES h Short paragraphs can, as a rule, be read faster than long paragraphs. Also,
i
most readers like the breaks that white space provides. At times, a para-
Try Variety it
graph as short as one sentence or one line may be effective. Remember,
Vary paragraph
though, that too many short paragraphs—just like too many short sen-
length.
tences—give a choppy effect and may make the reader feel that the page is
crowded with ideas.

Chapter 3
 You can tell that a longer paragraph is appropriate when, after editing,
you decide that the last sentence of the paragraph is still on the same topic
as the first sentence. In this case, breaking the paragraph into two or three
paragraphs would destroy its unity.

In both short and long letters, arranging paragraphs effectively can improve
a letter's appearance and readability. A short letter, for example, should be bro-
ken into two paragraphs, even when the letter is only two or three sentences
long. A one-paragraph letter rarely looks attractive, and it may give your reader
the impression that you did not care enough to write more than a few lines.

In contrast, in a long letter, varying the length of paragraphs is important.

One-sentence and two-sentence paragraphs tend to stand out in a letter,
especially if longer paragraphs precede and follow. Consequently, shorter
paragraphs attract the reader's attention and signal “This is important.” Use
these very short paragraphs to emphasize important ideas.

At the same time, if any paragraph runs over eight lines, you should con-
sider breaking it into two or three short paragraphs. Think of reasonably
short paragraphs in a business letter as varying from two to eight lines, with
an average length of four or five typewritten lines. NOTES *
a

Keep It Short
Opening and closing paragraphs should be shorter than the average
Keep opening a
paragraph. Brief opening and closing paragraphs give a letter a brisk, busi-
closing paragraphs short.
nesslike appearance.

Since a reader may hesitate to wade into a long, solid mass of words, a
© short opening paragraph is especially important. A two-, three-, or four-line
opening paragraph invites the reader to start reading. Similarly, by using a
short closing paragraph, you can often stress the one idea that you want to
leave with the reader.

STRONG OPENING: Yes, Mrs. Bloome, you are entitled to a three (3)
percent discount on your first order.
STRONG CLOSING: To get your copy of our free brochure, just fill in
the enclosed postpaid card and return it.
Mill

Emphasis
© Glenooa/MeGraw-

Effective paragraph emphasis means giving the important points in your

message special prominence so that your reader will know that these points
are important. Paragraph emphasis can be achieved by position, proportion,
repetition, balance, length of paragraphs, sentence structure, and mechani-
cal techniques.
Copyright

Position
Put an important word, phrase, or clause at the beginning or the end of a sen-
tence, of a paragraph, or of the whole message. The beginning and ending are
the strongest locations within a sentence or paragraph, with the beginning
being the stronger. Likewise, as we have discussed earlier, the most important
location in a letter is the opening and the second most important is the closing.

Developing Sentences and Paragraphs 67

 Usually, the topic sentence is at the beginning of the paragraph.
However, the topic sentence may be at the end of the paragraph and may be
used to summarize the main point. Sometimes the topic sentence may be
found within the body of the paragraph.

Proportion
The most important point in the message usually occupies the most space.
Do not clutter a letter with trivial details.

Repetition
Repeating key words and phrases and using parallel sentence structure
throughout a paragraph can provide emphasis. You must be cautious when
using repetition since it can decrease the effectiveness of the message when
it is overused. Here is an example of repetition used effectively:

By using the new vocabulary builder, you will discover how to find the
right word and how to avoid hackneyed words. You will discover how to
increase your word power and how to put that power to profitable use.

Balance
Emphasis is gained by balancing words, phrases, clauses, or sentences. Do not
strain for this effect or your writing will sound forced. By balance, we mean
paragraphs should have a variety of words, phrases, clauses, and sentences. For
example, using only one-syllable words can make your sentences unbalanced:

The man left home and did not come back.

The following balanced sentence is effective:

The more words you know, the better you can express your ideas.

Length of Paragraphs
Remember, paragraph length affects the emphasis—basically, shorter para-
graphs have more emphasis.

Sentence. Structure
When using a variety of sentence structures, remember that simple sentences
are more emphatic. Canuriaht © Glancne/MecGraw-Hill

Mechanical Techniques
Emphasis may be added to paragraphs by using such features as all-capital
letters, boldface type, unique type fonts, underlining, highlighting, bullets,
and color. Using any of these features excessively will decrease the effective-
ness of the features to show emphasis. In addition, you will strengthen the
emphasis in your messages if you:

* Avoid generalizations and other vague expressions.

WEAK: As a rule, we ordinarily make an exception for such

circumstances as yours.

STRONGER: Your circumstances merit our making an exception.

Chapter 3
 * Change passive constructions to active.

WEAK: Your check must be mailed to us immediately in

order to avoid legal action.

STRONGER: To avoid legal action, you must mail your check to

us immediately.

* Eliminate general sentence openings that lack emphasis.

WEAK: There are several new features planned for our next
issue.
STRONGER: Among the new features in our next issue will be. . . .
OR
Featured in our next issue will be... .
* Watch the placement of transitional expressions. Transitional expres-
sions are usually more effective after, rather than before, an impor-
tant word, phrase, or clause.

if you have a particular problem, however, please write to me about it.

Coherence
You have learned the importance of smooth movement from one sentence
to the next. When the ideas in a paragraph are linked in a logical fashion, the NOTES fr
paragraph is coherent. Coherence is the result of an orderly presentation of A Logical Order f
your message. Main points should follow each other in logical order. Coherence is f
Paragraphs should fit together to allow ideas to flow smoothly from one idea orderly presentation
to the next. of the message.

For ease in understanding a message, the paragraphs in the letter must

also fit together so that the reader will be led naturally from the opening
paragraph to the closing paragraph without having to reread.

You can achieve coherence in your paragraphs by:

* Being complete and organized in your'writing.

* Placing sentences in the most understandable order.

Copyright © Glencoe/McGraw-Hill

¢ Using appropriate connective and transitional words and phrases to

link ideas together.

Two enemies of coherence in a sentence are misplaced modifiers and

unclear antecedents. Remember that modifiers are phrases, clauses, or
words that tell more about the meaning of another word. An antecedent is
@ noun or noun phrase to which a pronoun refers.

Be sure to place every modifier where it clearly modifies the word it is

intended to explain or qualify. Put phrases as close as possible to the words
they modify. Take special care to correctly place participial and infinitive
phrases. This will avoid the dangling modifier, which may result in an unin-
Cc

tended, possibly humorous meaning, as in the following example:

Developing Sentences and Paragraphs 69

 INCORRECT: After being examined in your home, you may return the
encyclopedias if not completely satisfied.

Q
CORRECT: After examining the encyclopedias in your home, you may
return them if you are not completely satisfied.

Be sure that every pronoun has a clear antecedent. In the following

example, the antecedent for the pronoun they is unclear.

INCORRECT: The letters should be checked for errors, and they

should be neatly corrected.
CORRECT: The letters should be checked for errors and the errors
should be neatly corrected.

The following letter is poorly organized, which results in a lack of coherence.

INEFFECTIVE PARAGRAPHING:

When the Lyons brand first appeared in our annual Brand Preference
Survey five years ago, it was at the bottom of the list—in 13th position,
to be exact. But, it didn’t stay at the bottom for long.
Every year since, Lyons’ brand preference rating has risen. And in this
year’s survey, it zoomed! Now Lyons is Number 2 in brand preference.
Lyons has passed Koch and King—and it’s closing in fast on Number |
Harker! At its present growth rate, Lyons should be Number | by next year.
Moving from 4.47 percent brand preference six years ago to 21.9 percent
today is a growth history unmatched by any competitor in the industry!
And during this period Lyons has been a major advertiser in The
American Dream. While we won't take all the credit for Lyons’ acceler-
ated brand preference, we. too, have helped!

How would you organize the paragraphs to make this letter more effective?
Use the new paragraph mark ({]) to indicate paragraph breaks that make
reading easier. Now compare your version with this possible solution:

MORE EFFECTIVE PARAGRAPHING:

When the Lyons brand first appeared in our annua! Brand Preference Survey
five years ago. it was at the bottom of the list—in 13th position. to be exact.
Copyright © Glencoe/McGraw-Hill

But, it didn’t stay at the bottom for long. Every year since, Lyons’ brand
preference rating has risen.
And in this year’s survey, it zoomed!
Now Lyons is Number 2 in brand preference. Lyons has passed Koch
and King—and it’s closing in fast on Number | Harker!
Atits present growth rate. Lyons should be Number | by next year.
Moving from 4.47 percent brand preference five years ago to 21.9 percent
today is a growth history unmatched by any competitor in the industry!
And during this period Lyons has been a major advertiser in The
American Dream. While we won't take all the credit for Lyons’ acceler-
ated brand preference. we. too, have helped!

Were you successful in making the paragraph read more effectively? In |

the suggested solution, the letter was made more coherent by regrouping

70
 the paragraphs. Notice that the sentences are complete and placed in a
more understandable order. Note also that transitional words and connec-
tives are used to link the ideas together effectively.

CHAPTER 3 SUMMARY

Effective communication is achieved when sentences and paragraphs are

developed according to the principles presented in this chapter. The devel-
opment of coherent messages is vital to creating effective business commu-
nication. The four basic sentence structures provide for clarity, variety, and
emphasis in your writing. Concentration on paragraph unity, length,
emphasis, and coherence will result in paragraphs having an organized,
effective message.

Check the paragraphs you write to see that they are related to each other
and to the central theme of the message. Then polish the message until the
entire message flows smoothly.
Use the “Checklist for Effective Sentences” below as a handy reference.
This list presents the guidelines for constructing effective sentences.

Use the “Checklist for Effective Paragraphs” as a basic guide for organizing
your sentences into paragraphs, If you forget one of the elements, you may go
back to the section in the chapter and review it. Then, recheck your writing.

Complete the Worksheet Exercises and the Internet Exercises now as

your instructor directs.

VU CHECKLIST FOR EFFECTIVE SENTENCES

Sentences Should:
Contain only one idea.
Contain one complete thought.
Use the active voice.
Be grammatically correct.
arene re

Be punctuated correctly.
Be concise.
Wr Sane tower rin

Be varied in length.
Be varied in structure.
Fit together naturally.
TYEE

UV CHECKLIST FOR EFFECTIVE PARAGRAPHS

WUPY

Check Paragraphs for:

One main idea only emphasis
unity coherence
cc

length

Developing Sentences and Paragraphs 71

 ‘ Wy

|
N— _4 Online Exercises
Objective:
These online activities will introduce you to the use of online newspapers.

Go to bcw.glencoe.com, the address for the Business Communication at Work Web site, and
select Chapter 3. Next, click on Online Exercises. You will see a list of Web site links that will bring
you to different online newspapers.

Activity 3.1 . Write your name on the front of each print-

. Select one of the online newspaper out and your paper. Hand it in to your
Web sites to visit. instructor.
. Key telecommunications in the Search box
(some Web sites may use an Enter Word Activity 3.2
box). . Select one of the online newspaper Web
. Select an article about telecommunications sites to visit that is different from the site
that interests you. Print the article by click- you selected in Activity 3.1.
ing on the File menu and selecting Print. . Read the different options available at the
Click OK. newspaper Web site. Use the article to link
. Search for articles that contain the follow- to an article on a major current event that
ing telecommunications terms: cellular, interests you.
modem, voice mail. Select one article for . Print the article by clicking on the File menu
each term that interests you and best and selecting Print. Click OK.
relates to telecommunications. If a term is . Working from the printout, underline two
not listed in the newspaper Web site you examples of each of the four types of sen-
selected, return to the Business tences. Above each sentence, identify the
Communication at Work Web site and select type. Use the following abbreviations: 5
another. Once you've located each word, (simple), CMPD (compound), CMPLX (com-
make a printout of each article. plex), CC (compound-complex).
. Read each printout. Look for the following
Copyright © Glencoe/McGraw-Hill
. On the back of your printout, write a para-
items in each sentence and paragraph: graph discussing the use of emphasis in the
active voice, subject and verb agreement, article you selected. Consider the following
independent and dependent clauses, paral- elements: position, proportion, repetition,
lel construction, and paragraph arrange- balance, length of paragraphs, sentence
ment. Note on each article any errors in
structure, and mechanical techniques.
sentence and paragraph structure.
. Write your name on the front of the print-
. On a piece of paper, write a paragraph dis- out, and hand it in to your instructor.
cussing the different sentence and para-
graph structures in each article. Make sure
you use correct sentence and paragraph
structure in your writing.

Chapter 3
 NAME DATE

PRACTICE 1

Using Active Voice

Instructions: Underline the simple subject once and the verb twice in each of the following sentences. In the space provided, indicate
whether the sentence is written in active voice (AV) or passive voice (PV). Rewrite the passive voice sentences in the active voice.

1. The express package was delivered by the mail carrier. 1.

2. The supervisors recommend their staff for promotions. 2:

3. Donations for the community fund raiser will be collected by Jamie Sheridan. 3.

4. On the Friday preceding Memorial Day, only 11 members were present at 4.

the weekly staff meeting.

Making Subjects and Verbs Agree

Instructions: Underline the simple subject and circle the correct verb choice in each of the following sentences.

1. The Senate (has, have) voted against further cuts in the education budget.
The majority of Warren‘s expenses (was, were) reimbursed through project funds.
woN

Everyone except Doug and Linda (think, thinks) that we should continue the investigation.

Jacobson & Wright (is, are) a famous manufacturing company in our state.
-

Identifying Independent and Dependent Clauses

Instructions: In the following sentences, underline each independent clause with one line and each dependent clause with two lines.

1. Patients receive advice which influences their decision to have a living will.
© Glencoe/McGraw-Hill
Wiencoe/wicuravywenmn

2. Our San Francisco personnel will be asked to relocate to Los Angeles, but the closing of our Dallas
and Houston offices will cause approximately 75 layoffs.
3. Be sure to ask for permission from each of your references before you prepare the final draft of your
résumé.
&

Copyright
DOPyrignt

PRACTICE e2
Using Parallel Construction
Instructions: Rewrite the following sentences to make them parallel.

1. Megan takes piano lessons, is a member of the gymnastics team and reads novels.

Developing Sentences and Paragraphs 75

 yy
NAME DATE

2. Her morning schedule consisted of stops at the florist, bakery, garage, and to pick up dry cleaning.

3. Jerry applies the rules fairly and is consistent.

Improving Weak Sentences

Instructions: These examples from business letters include sentence fragments and awkward, choppy, two-idea, or wordy sen-
tences. Rewrite them on the lines provided, adding appropriate punctuation.

1. After giving it careful consideration, the trip was approved by Ms. McDonald. (NOTE: Use active voice.)

2. In the event your choice has been sold out. Your check or money order will be cheerfully refunded.
(NOTE: Eliminate wordiness, sentence fragment.)

3. | should appreciate it very much if you would restamp the endorsement on that particular check and
if possible forward the check to us and of course we shall return it for your files upon verification.
(NOTE: Eliminate wordiness and run-on sentence.)

Paragraphing a Letter
Instructions: Read the following letters and decide where paragraph breaks would be most effective. Use the new paragraph (J)
mark to indicate appropriate paragraph breaks.
1. Dear Mr. Blakely: Because the law stipulates that the owner of a sole proprietorship and his or her busi-
ness are one, the owner is personally responsible for the obligations of the business. If you, as a sole
proprietor, incur a debt, it makes no difference whether it is a business debt or a personal debt; you are
fully liable in either case. A business debt will jeopardize your personal assets; a personal debt will jeop-
Canurinht © Glancoe/McGraw-Hill

ardize your business. The nature of your business creates several problems that are best solved through
insurance. For example, to experience the challenge of being in business for yourself, you are paying a
price in terms of sacrificed benefits. While you are aware of these problems, you need an experienced
insurance agent to help you find solutions. | would like the opportunity to provide you with the type of
security benefits that you would have as an employee. | will call you next week to discuss the many
benefits available to you through our sole proprietorship insurance programs. Sincerely,

| 76 Chapter 3
 we)oo
aime 7Ee
he) — ==

2. Dear Mr. Hanson: Your first issue of Green America should arrive next week. The feature article
should be very helpful to you, Mr. Hanson, because it gives the results of a study on environmental
hazards on vacant real estate. The study was conducted over a three-year period in major metropoli-
tan areas of the U.S. In future issues, such noted environmental experts as Daniel Borum and Jacqueline
Floyd will be interviewed extensively regarding ways landowners can appropriate funds for cleanup of
hazardous waste sites and ways to communicate effectively with the Environmental Protection Agency.
Each issue also contains briefs of the latest rulings by the EPA as well as cost-effective measures to limit
landowner liability. A new feature is a question-and-answer column which will allow you, as a sub-
scriber, to submit questions to a panel of experts in the industry. We know that you will enjoy read-
ing each issue of Green America, and that it will be as helpful to you as it has been to other commer-
cial real estate executives during the past fourteen years.
Sincerely,

PRACTICE 3
Writing Sentences
Instructions: Write sentences for each sentence structure: simple, compound, complex, and compound-complex.
¥. Simple:
Simple:
SP NAWAWHN

Compound:
Compound:
Complex:
Complex:
Compound-Complex:
Compound-Complex:

Writing and Revising a Paragraph

Instructions: Write a rough draft of a paragraph.
1. Complete the sentence below and use it as the topic sentence of your paragraph.
Copyright © Glencoe/McGraw-Hill

My ideal vacation is
2. Write three or four additional sentences to further describe or enhance your topic sentence.
Copyright & Ol

. Rewrite your draft of your paragraph. Review your paragraph by reflecting on the principles you have
learned in this chapter. Make any corrections or additions. Use the checklist to evaluate your writing.
Unity
Length
Emphasis
Coherence

Developing Sentences and Paragraphs 77

 " Basics for
Communicating
Effectively

= Chapter 4
Developing Listening Skills

= Chapter 5
Planning and Organizing
Business Messages

= Chapter 6
Using Technology to Improve
victorauwenne

Communication
wrencoe

« Chapter 7
&

Formatting Business Messages

Gopyrignt

79
 CHAPTER

Developing
Listening Skills
++
=

After completing this chapter, you

will be able to:
ti Explain the importance of listening
2. Describe the active listening process
3. Identify and interpret various
nonverbal communications
4. Identify barriers to effective listening
Identify techniques for active listening

80
a WORKPLACE
eat Cultural Diversity
Today the population of the United States is more diverse than ever before. As a
result, the American workforce is more diverse as well. Cultural diversity refers
not only to differences of culture, race, or ethnicity, but to differences in gender,
age, class, education, religion, sexual orientation, physical size, or mental capa-
bilities. In the business world, people who are different often feel excluded, iso-
lated, or misunderstood. Bringing a culturally diverse workforce together is one
of the challenges of modern business, but one that has lasting benefits.
The Rewards of Diversity
The main challenge that cultural diversity presents a business involves facing
and overcoming prejudices and biases. People often fall back on stereotypes
and assumptions that keep them from respecting their coworkers and from
communicating effectively. Assumptions, such as thinking that a pregnant
coworker will not be able to carry her fair share or that an older coworker will
not be innovative, interfere with the flow of communication in the office. One
way to break down obstacles is the deliberate use of good speaking and listen-
ing skills, no matter whom you are speaking with or listening to. Listening with
respect, avoiding preconceptions, and using inclusive language are strategies
that help foster a sense of mutual respect among coworkers.
When cultural diversity in the workplace is valued and respected, the bene-
fits are enormous. A company that respects all of its workers creates a loyal and
confident community whose members will work together to solve problems
and grow the business. A culturally diverse business is attractive to potential
employees with a wide range of interests, strengths, and backgrounds, which in
turn helps the company gain access to new markets and form strong ties to the
community in which it is based. A successful company meets the challenges
that cultural diversity presents and turns them into advantages.

Phinking Situation: After a staff meeting,

wee you have lunch with several
Critically new coworkers. During lunch,
- = your coworkers complain of
feeling that their voices are not
heard during meetings, which are run by a manager who has
been with the company for twenty years.

Ask Yourself: You have been with the company for five years.
What advice would you offer your coworkers? What could you
do to make your coworkers feel more included at meetings?
66 We were given two ears H ave you noticed that you can say the same thing to three different peo-
but only one mouth. Some ple and have it interpreted three different ways? Have you ever found
people say that’s because yourself saying to someone else, “I didn't hear you say that” or “I didn’t know
we should spend twice as THAT is what you meant?” When you listen to someone, do you give that
much time listening as person your full attention or do you “fade in and fade out” while they are
talking. Others claim it’s talking to you? How do you communicate as a listener? Indeed, many com-
because listening is twice munication problems are the result of poor listening skills.
as hard as talking. 99
—Unknown The greatest amount of time spent in communicating is devoted to listen-
ing. Communication studies reveal that you spend about 80 percent of your
waking hours communicating and at least 45 percent of that time listening.
Listening is the most frequently used method for gaining information. Even
though the amount of time spent listening is great, little time is devoted to
developing effective listening skills. Many people seem to feel that listening
comes naturally; after all, they have been listening all their lives—they were
born with listening skills. Also, they tend to equate listening with hearing.
Just as with written correspondence, when you read very carefully to
determine exactly what the writer means, you need to listen very carefully
to determine what the speaker means. You would not answer a letter after
only reading the first paragraph. However, many times in listening, we start
thinking about our answer or our comments before the individual who is
NOTES talking to us has finished speaking.
Sympathetic When you listen, you take in information from the sender, and you
€ar
respond by acknowledging that you are listening. Your acknowledgement
Effective listening is
encourages the speaker to continue communicating. This process needs to
nonjudgmental and empathetic.
be done in a nonjudgmental and empathetic manner.

UNDERSTANDING THE IMPORTANCE OF LISTENING

Listening is a vital skill in the business environment because it is one of the

primary means of interacting with other people. Lack of communication is
often cited as the reason for unnecessary problems within the business envi-
Copyright © Glencoe/McGraw-Hill

ronment. These problems may include misunderstandings, misconstrued

instructions, misinterpreted information, hurt feelings, damaged relation-
ships, humiliation, embarrassment, hostility, and frustration. In contrast,
effective listening can lead to a more collaborative environment, the cre-
ation of new ideas, better problem solving and decision making, improved
relationships, fewer errors and conflicts, and reduced stress.

In analyzing reasons for miscommunication, it is important to note that

often it is the messenger who is blamed for not communicating effectively.
In reality, the problem may lie with the receiver who may not have been lis-
tening. The receiver may have heard the messenger, but may not have really
listened to the messenger.
e

82 Chapter 4
 Your success in the business world is dependent on how effectively you lis- Thiing@ap 4.1
ten to others, such as your supervisors, coworkers, employees, and customers.
Discuss: What are some
Much of the information needed to do your job comes to you in verbal
techniques you could use to
form. Effective listening aids you in: insure that you heard and
interpreted correctly the
* Gaining new information and ideas instructions for a project?
¢ Making decisions

Understanding, clarifying, and resolving issues and problems, and

Developing relationships, cooperation, and teamwork.

Defining Active Listening

Often when people talk to each other, they are distracted or preoccupied with
other thoughts. Thus, they do not listen effectively. The key to effective listen-
ing is to become an active listener—focusing on the message from the
speaker's point of view. In order to achieve this, let us look at what is meant by
“listening” and by “focusing on the message from the speaker's point of view.”

It is important to understand that there is a difference between merely

“hearing the words” and “listening for the message.” For example, have you
ever been in a class where the instructor asked the class to turn to page 56
and within a minute or so a student asked “what page did you say’? That
student heard the instructor; the student just wasn’t listening. As this situa-
tion points out, listening and hearing are not the same thing. Just because
your brain understands the words spoken does not mean that your mind
will understand the meaning of those words.

Hearing Versus Listening

Your brain receives messages (physical sounds) through your senses—“the Vinay 4.2
hearing process.” Then, your intellect, or mind, must interpret and retain
those messages—“the listening process.” If you do not “listen,” the messages Discuss: How can you tell
when someone is not really
are lost. In order to listen, you must focus your attention on interpreting the
listening to what you are
message. Therefore, whereas it is true that you must hear in order to listen, it communicating?
is not always true that ifyou hear, you are indeed listening.
Oopyrght © Glanooe/MeGraw-Hill
Copyright © Glencoe/McGraw-Hill

Overpayment. Due to a mix-up, a company that purchases goods

from your business has to cancel a large order. The company owner
has offered to reimburse you for the money your business has
already spent in expectation of the order. In a phone conversation
you explain that $5,000 will cover your expenses. The company
owner, who seems distracted during the conversation, agrees to that
amount. But when you get the signed check a week later, you realize they have instead paid you for 5,000
units, a much larger sum. What are your legal obligations in this situation? Your ethical obligations?

Developing Listening Skills 83

 When you only hear the words, you are not really listening to understand
the intended meaning of the message. You are more concerned about the
words themselves, rather than their meaning or the message that the
speaker is trying to convey. However, when you “listen for the message,” you
attempt to understand the message by going beyond the surface of hearing
the words and delving into the deeper meaning of what the sender is trying
to communicate.

NOTES To achieve this, the listener has to perceive the message from the sender's
point of view. This is similar to the use of the “you approach” in communi-
Deep
Listening cating, wherein you place yourself in the other person's position and
attempt to see things from that person's perspective.
Listening goes beyond
the surface of hearing words. In writing a letter, you try to put yourself in the “receiver's shoes” and
write from the point of view of what the receiver needs and understands.
Similarly, in listening, you need to put yourself in the “speaker's shoes” in
order to understand the message that the speaker truly is conveying. In
active listening, you, the listener, must focus your attention on the speaker.

THE Process oF AcTIVE LISTENING

Now, let’s look at how communication flows in a typical verbal conversa-

tion. Usually, the speaker begins with a statement about some problem,
issue, or concern. The receiver responds to the speaker. The listener's
response will serve either to encourage or discourage the speaker from con-
tinuing. If the response is perceived as favorable, the speaker will continue;
however, if the response is perceived as unfavorable, the speaker may end
the conversation. If the listener looks confused or puzzled, the speaker may
try to clarify what was said. Orif the listener responds positively by nodding
the head or by looking interested or by saying something nonjudgmental
such as “uh huh,” the speaker will continue the conversation.
Copyright © Glencoe/McGraw-Hill

Next, let’s look at the active listening process as it relates to these types of
conversations. What do you need to do to be an active listener so that you
are listening rather than just hearing? As the listener, you will need to do the
following:

1. Paraphrase what the speaker has said,

2. Interpret the meanings and the feelings of what you heard,

3. Analyze the nonverbal clues, and

4. Provide feedback to the speaker.

&—

84 Chapter 4
 Paraphrasing the Speaker
The active listening process begins with the listener paraphrasing what the
speaker has said. The listener has to perceive the message from the sender's
viewpoint. Therefore, you, the listener, repeat in your own words what you
think the speaker has said. You are checking with the speaker to clarify and
confirm understanding; the speaker knows then whether you understand
what has been said. At this stage, you may need to ask questions to clarify,
such as “would you repeat . . .”, “can you clarify what you mean by. . .”, or
“what I believe I heard you say was...”

When paraphrasing what has been said, you are neither judging the mes-
sage nor agreeing with the speaker, you are simply stating what you think the
speaker has said.

Interpreting Meanings and Feelings

The active listening process goes beyond paraphrasing the words to actively
trying to grasp the meanings and the feelings of what is heard. Therefore, you
need not only show understanding by paraphrasing the literal content of the
message but to reflect on any underlying emotional content as well.

To help you interpret the speaker's words in terms of feelings, in addition

to paraphrasing the words, you might add, “I gather that you felt confused
{or frustrated or upset or saddened] when...” In another situation, you may
respond, “I sense that you feel your integrity was questioned and that has
really hurt you.” Although it is critical to listen to the words that are said, it is
equally important to understand the attitudes and motives behind them.

Analyzing Nonverbal Clues

Inherent in listening for meaning is the analysis of nonverbal cues, including
tone of voice, gestures, and facial expressions. A good listener checks to see
if the words are consistent with the body language because, although the
person's verbal message may convey one thing, the gestures, facial expres-
sions, and tone of voice may convey something else.

For example, you may say that you are extremely happy with the out-
Hill
eon

come of a project, but your facial expressions and tone of voice might indi-
Dopyright © Gleneoe/MoGraw-
COPYNIQht 9 Caterreuer rere acing

cate that you are not pleased. In another situation, an employee might tell
his or her supervisor that the employee's responsibilities had not been
defined and communicated. However, if the employee is shifting nervously
in the chair with eyes cast downward and the body very tense while saying
this, the message is undermined. The body language does not match the
spoken words. It is important to remember that people’s words don't always
communicate what they mean, but their body language usually does. The
following section on “interpreting nonverbal communication” will assist
you in analyzing nonverbal clues.

Developing Listening Skills

 Providing Feedback
Providing feedback to the speaker is an important part of the active listen-
ing process. You, as the listener, can use various verbal, nonverbal, and
nonjudgmental responses to acknowledge that you understand and are
interested in what the speaker is saying. Typical responses include nodding
your head, smiling, and interjecting an occasional comment such as “I see,”
“Oh,” “that’s interesting,” “tell me more,” “uh huh,” or “really,” in addition to
those provided in the preceding paragraphs.

Speaker: My team failed to complete our project on time and

it will cost the company big bucks. I’m afraid my
supervisor will blame me.

Listener 1: Don’t worry about it. You are probably overreacting.

Listener 2: | always get blamed for things. Why the other day...
Listener 3: | wouldn't lose any sleep over it.
Listener 4: Really (nodding head); you think your supervisor will
blame you for missing the deadline?

With which of these listeners do you feel the speaker would be more
inclined to continue the conversation? Which one shows the most interest
in the speaker’s situation? Listener 4’s response would encourage the
speaker to continue. When the listener is an active listener, the conversation
may proceed along these lines:

Speaker: My team failed to complete our project on time and

it will cost the company big bucks. I’m afraid my
supervisor will blame me.

Listener: Really (nodding head); you think your supervisor will

blame you for missing the deadline?
Speaker: Yes, because | was the team leader. But it wasn’t my
fault. Jim never does his part, is always absent, and
messes up everybody else on the team. | just don’t
Copyright © Glencoe/McGraw-Hill

know ... [long pause]

Listener: So Jim was a problem for the team?
Speaker: Yes, he was. He never does what the team assigns
him. That's typical on every project he is on. He’s
been like that for years. The supervisor never does a
thing. Now it will be my fault.
Listener: | understand that you are anxious about the situation.
It is really unfair if you get blamed for Jim’s negligence.

Notice how the listener gives feedback to the speaker, is nonjudgmental,

paraphrases what the speaker has said, and “listens between the lines.” All
*

86 Chapter 4
 of these are part of active listening and result in the speaker having confi-
dence in the listener and in continuing the conversation.

Listening Works
Active listening has several benefits—including forcing people to listen atten-
tively to each other—that will result in fewer misunderstandings. In emotional
or conflict situations, people are more likely to explain what they feel even if
those feelings include fear, anger, or resentment. If people listen effectively to
each other by listening for the speaker's point of view and by attempting to
understand the meanings and the nonverbal communication, they will be
more likely to overcome their differences and solve mutual problems.

It is much easier to listen in relaxed, friendly situations. However, when

you are involved in a conflict or an emotional situation, active listening
becomes crucial to solving the dispute or problem.

Checkpoint 4.1

1. Which of the following is the most difficult for you as a listener:

paraphrasing, interpreting meanings, analyzing nonverbal clues, or
providing feedback? Which is easiest?
2. Why is it important to interpret the meanings and feelings behind
what another person is saying?
3. How are the strategies of interpreting meanings and feelings and
analyzing nonverbal clues similar?

INTERPRETING NONVERBAL COMMUNICATION

Hill

Communication takes place on many levels simultaneously. Nonverbal

Copyright © Glencoe/McGraw-Hill

© Gleneoe/MeGraw-

communication is described as everything but words. Significant communi-

cation takes place without words. It has been estimated that between 80 and
90 percent of communication is nonverbal. Active listening involves paying
attention to the nonverbal as well as the verbal messages you send to the
other person.
Copyright

Nonverbal communication reflects an individual's attitudes, emotions,

and feelings and is demonstrated through body language, gestures, tone of
voice, and facial expressions. One's body language can determine whether
one makes a favorable or an unfavorable impression. You send out signals
to the speaker as to whether you are effectively listening and understanding
what the speaker is saying. How you use your eyes, hands, arms, and body

Developing Listening Skills 87

 all influence how the speaker perceives your attitude. If you are looking
NOTES around the room, yawning, fidgeting, or looking bored, you will be sending
Nonverbals a negative message. However, if you maintain eye contact with the speaker,
Nonverbal nod your head in acknowledgment, and smile when appropriate, you will
communication relates be sending a positive message. The use of positive body language usually
to body language, gestures, tone shows interest in the other person and the conversation,
of voice, and facial expressions.

Bargain Shopping. After much haggling, a salesperson at a local

furniture store agrees to offer you a discount on a desk you are
buying. The next day, when you return to pick up your purchase,
it is the owner who rings up your sale. Although the owner is polite,
it is clear from his tone and from the expression on his face that he
is not happy with the deal and not happy with you. Is his behavior
ethical? Does the owner have a legal obligation to honor the discount offered by his salesperson?

Nonverbal Messages
Problems in communicating arise when the spoken words do not match the
tone of voice or the body language of the speaker. Your nonverbal cues usu-
ally reflect your true feelings more accurately. You are more likely to remem-
ber what you see rather than what you hear. Body language and facial
Vimeo 4.3 expressions are usually more honest than spoken words. Therefore, when
words and nonverbals do not match, people tend to doubt the words and
Discuss: Identify some
situations for which the use of believe the body language.
negative nonverbal communi-
cation may be beneficial or
You often use gestures or body movements to reinforce what you are
valuable. saying. Consequently, it is important to become aware of the interpretations
people give to your nonverbal communications. Table 1 lists some of the more
common ways you communicate nonverbally and the meanings or interpre-
tations that are generally associated with those actions and behaviors.

Understanding Body Language

Body language usually reflects the speaker's attitudes and emotions. When
negative body language is being communicated, it is important to remem-
Gopyright © Glencoe/McGraw-Hill

ber that it may have no connection to the speaker’s message; it may only be
the result of the person being tired or preoccupied with other matters.
Therefore, it is important to note changes in body language during the com-
munication process. If a person's body language changes during the conver-
Convrinht a As.

sation, it may be due to the conversation. Generally, positive body language

is usually more reliable than negative body language.

It is also important to realize that most gestures and nonverbal commu-

nication are not universally recognized. The following list reflects the inter-
pretations attached to the nonverbals by people in the United States. These
same gestures may be interpreted quite differently in various countries and
cultures. For example, the “Okay” gesture in the United States represents

88 Chapter 4
 Table 1 Interpreting Nonverbal Messages*
Nonverbal communication Interpretation of behavior

Brisk, erect walk Confidence; ambition

Arms relaxed Openness

Arms folded in front of body Resistance; defensiveness

Talking with hands Involvement; openness

Hands behind head/leaning back Egotism; superiority; control; power

Hands clasped behind back Anger; frustration; apprehension

Relaxed posture Openness; no barriers

Slouching/slumped posture Disinterest; laziness; boredom
Negative facial expressions/frowning Rejection; dislike

Tense body Concern; apprehension; worry

Sitting/leaning forward Interest; listening goto
1" = F 1" =
Leaning on elbow/chin in hand Boredom
Leaning away from speaker Disinterest
Activity 4-1
Shifting in chair Dishonesty; boredom To test your skills.

Good eye contact Interest

Staring into space Boredom

Eyes looking downward Dishonesty

Shifting eye movement Nervousness; untrustworthiness

Smiling Warmth; openness; accepting

Tilted head Interest; openness

Nodding agreement Interest; agreement; understanding

Head down Rejection

Shrugged shoulders Indifference
Fidgeting Boredom; nervousness; impatience
Yawning Boredom; confusion
Hill
Copyright © Glencoe/McGraw-Hill

Tapping/drumming fingers Impatience

Copyright © Glencoe/MeGraw-

Patting/playing with hair Uncertainty; insecurity; anxiousness

Biting nails Insecurity; nervousness

Doodling Boredom
Foot swinging/tapping Boredom
Finger pointing Aggressiveness; anger; blame
Fists clinched Aggressiveness; anger
Playing with an item Boredom; nervousness

* Nonverbal communication varies by culture and country.

&

Developing Listening Skills 89

ThiiiagCap 4.4 acceptance; in other countries the interpretation can be the opposite, or
even obscene. Body language also varies between cultures. In spatial rela-
Discuss: What are some tionships, Americans and Europeans usually stand an arm's length apart,
other examples of nonverbal Asians will stand farther apart and Middle Easterners stand closer and are
communication that you have
more touch oriented. Roger Axtell, author on international communication,
observed? How may they be
interpreted? recommends that when communicating with people from other cultures,
one needs to be reserved in using gestures or to observe how those people
use gestures, and to use gestures accordingly. [Roger Axtell, The Do's and
Taboos of International Trade, 1993}.
To convey positive messages, maintain good eye contact and posture;
smile; nod and occasionally express agreement verbally to reinforce nods.
Eliminate behaviors that have a negative connotation. It is important that
the positive nonverbal actions be appropriate and sincere. Even positive
gestures can become negative if they are exaggerated or lack sincerity.

BARRIERS TO EFFECTIVE LISTENING

How effective are your listening skills? Do you “hear” words or do you “listen”
for meaning? Do you find that you have engaged in one or more of the fol-
DIVERSITY 4.1 lowing activities while someone is speaking to you?

° Hearing “selectively” (hearing what you want to hear rather than what
Body Language
is actually said)
Cambodians consider the
head the most precious part e Rehearsing what you are going to say next
of the body, and the feet
¢ Failing to concentrate on what the speaker is saying
the least sacred. Touching
another person’s head is con- ¢ Being distracted by the speaker's mannerisms or by outside influences
sidered as offensive as point-
¢ Thinking of ways to impress the other person
ing your toes toward them
during conversation or show- * Interruptingthe speaker before he/she is finished talking
ing them the sole of your
shoe or the foot. imagine ¢ Making judgments about the speaker or about what the speaker is
saying
Copyright © Glencoe/McGraw-Hill

that you are planning to travel

to a foreign country on busi- e “Fading in and fading out” because you feel you can predict what the
ness. How would you prepare
speaker is going to say
yourself to avoid behavior that
might embarrass yourself or
All of these actions inhibit your ability to be an active listener. There are
insult someone else?
many barriers that prevent us from listening effectively. These barriers can
be grouped into the following: lack of concentration, assumptions, biases
and prejudices, selective listening, and distractions.

Lack of Concentration
As you are listening to someone, you may find that you lose concentration and
your mind starts to wander, perhaps thinking about dinner that evening, plans
e

for the weekend, or a conversation with a friend. Your mind tends to wander

90 Chapter 4
 as you are listening because your brain is capable of comprehending much
faster than the rate at which someone speaks. In fact, it has been estimated
that individuals can think four times faster than they can talk. Therefore, you
can be mentally distracted by other things unrelated to the message.
You may focus on preparing your next comment rather than on listening
to the speaker. You may be eager to talk and want to demonstrate your
knowledge and understanding.

You may also fail to concentrate when you are preoccupied with other
issues, concerns, or problems. You may be upset because of an argument
that morning at home or an issue at work. Many times your emotions
impede or act as barriers to your listening. You may become so consumed
with an emotion that it is difficult to listen effectively.

In addition, you may just stop listening and lose concentration because
of something the speaker has said that may have angered you or have led
you into a different thought process.

Assumptions

Thingy 4.5
Have you been in situations when you felt you knew what the speaker was
going to say before he or she actually said it? Making assumptions about the
communication before it begins becomes a barrier that inhibits effective
Discuss: What types of
listening. This is evident when a listener responds to a statement before a prejudices might hinder the
speaker has finished talking. The listener hears only part of what is said, active listening process? How
assumes the rest of the message, and begins responding before the speaker do they hinder it?

has finished. Thus, the speaker's thoughts are not completed. This results in
the listener forming conclusions based on partial information, and making
assumptions that therefore may be incorrect.

Biases and Prejudices

Judging what the other person is going to say as irrelevant, illogical, or unim-
portant and not valuing the speaker as a person are both barriers to listen- DIVERSITY 4.2
ing. Prejudices and biases often interfere with what is being heard.
Copyright © Glencoe/McGraw-Hill

Copyright © Glencoe/McGraw-Hill

Prejudice toward the messenger In some cultures, women are

considered subservient to men
This barrier exists when the listener prejudges the worth or value of the per-
and have not achieved posi-
son who is delivering the message. This is prejudice against the messenger, tions in the business world.
not the message. If you have a poor opinion of the speaker, you may not lis- How would a female “messen-
ten to the message. You may think, “Oh, here goes Mary again—always clue- ger” be perceived in a business
less, always talking.” situation involving males from a
culture where women are viewed
Prejudice toward the message as “iess than” their male coun-
This barrier exists when the listener perceives the message to be of low terparts?

importance or a waste of time. When you, as the listener, perceive the

message to be irrelevant or of no value, you will not listen effectively. You
may find yourself thinking, “I have more important things to think about
©

than this,” and then allow your mind to wander off.

Developing Listening Skills 91

 Selective Listening
The listener who sifts through communication choosing what to consider and
what to disregard is engaged in selective listening. This also happens when a
listener hears only what he or she wants to hear or expects to hear, or hears
only those parts that confirm his or her own opinions and views. This results
in partial information, lack of understanding, and misguided perceptions.
NOTES
Listening Distractions
Barriers
Lack of concentration, Interruptions, background noises, other conversations, telephones, and
assumptions, biases and competing activities are just a few of the distractions that can hinder the lis-
prejudices, selective listening, tening process. In addition, the speaker's actions such as fidgeting, jingling
and distractions are all barriers
coins, and clearing one’s throat, also distract from listening. As the listener,
to effective listening.
you begin thinking about the distraction rather than the message.

Checkpoint 4.2

1. Suggest at least two strategies for improving one’s concentration

goto_ while listening.

GAO wp 2. From a business perspective, what are some of the benefits of over-
coming biases and prejudices in the workplace?
Activity 4-2
3. What is the difference between showing prejudice against the mes-
To test your skills.
senger and showing prejudice against the message? Is one less fair
than the other, or are both equally unfair?

AcTiveE LISTENING TECHNIQUES

Developing an active listening attitude is crucial to becoming an active lis-

tener. This attitude can assist in breaking poor listening habits and over-
Copyright © Glencoe/McGraw-Hill

coming listening barriers. There are many techniques and practices that you
can use to become an active listener. The following are some of these tech-
niques and practices that will enhance your listening skills.

Prepare yourself physically by:

1. Showing alertness through your body language. Let your posture
and behavior reflect your interest:

¢ Face the other person directly.

¢ Maintain good eye contact.

€

¢ Lean forward slightly.

Be comfortable and relaxed.

Chapter 4
 2. Allowing an appropriate physical space between the speaker and
you, the listener [2-3 feet is a comfortable distance for most people).

.1®@ Prepare yourself mentally by:

4. Approaching the situation with an open mind and guarding against
jumping to conclusions.

* Be objective and withhold judgments and interpretations until

the entire message has been presented.

e Avoid practice of listening only for statements that support your

own opinions, beliefs, or interests.

* Avoid tuning out the speaker because you think you know what
he or she is going to say next.
Focusing on the content of the message, not the delivery of the
message or the speaker’s appearance or mannerisms.
Listening for the meaning of the total message, both verbal and
nonverbal. This includes paying special attention to the speaker's
tone of voice, body language, facial expressions and other nonver-
bal cues as well as the spoken words, taking note of what is not
being said as well as what is being said.
Keeping your emotions from influencing your responses and your
interpretations of what the speaker has said.
Using your mental processing ability to keep you focused by
concentrating on the message rather than wandering off to other
topics and issues.

Prepare an environment that encourages

communication by:
1. Providing appropriate feedback and responses to the speaker, both
verbally and nonverbally.
Showing sensitivity through your choice of words in responding to
the speaker, Some words automatically produce a mental barrier
© Glencoe7mMcGraw-nin

Copyright © Glencoe/McGraw-Hill

that impedes listening. Responding with words or phrases such as

“you should...”; “why did you... .”; “wrong!”; “you never ...”; “you
missed the point”; and “as usual, you...” may cause the speaker to
stop communicating.
Establishing a physical environment that is void of possible
distractions. This includes being aware of possible distractions
Copyright

and ignoring them. In addition to mentally blocking out the dis-

tractions, appropriate actions may include moving the conversa-
tion to a quieter location, turning off phones, shutting doors, or
closing windows.

ure
An active listening attitude can help tremendously in breaking your poor
listening habits. When you acknowledge the other person both verbally and
nonverbally, you build trust and increase rapport.

Developing Listening Skills 93

 UV CHECKLIST FOR LISTENING SKILLS
In Listening Situations, Are You:
YES NO

Alert to body language? | |

Focused on the content of the message? |

Listening for what is not being said? te |

Careful to avoid distractions?

Providing feedback for the speaker?

Keeping an open mind?

CHAPTER 4 SUMMARY

Often overlooked, listening plays an important role in our personal and pro-
fessional lives. In business, it encourages the sharing of ideas, enhances
teamwork, eliminates mistakes and misunderstandings, and reduces stress.
It may impact how we connect with others more than speaking does.

Active listening requires you to understand the difference between hear-

ing and listening and to focus on the message from the speaker's point of
view. You can enhance your effectiveness as a listener by paraphrasing the
speaker's words, interpreting the words for meaning, deciphering nonver-
bal clues, and providing feedback to the speaker. Because communication
takes place on many levels, it is important to understand the influence of
nonverbal communication on the communication process.

Effective listening is a skill that can be developed through practice.

Although most people were born with the ability to hear, they have to
develop the skill of listening.
Copyright © Glencoe/McGraw-Hill
a

Chapter 4
 CHAPTER

Planning and
Organizing
Business Messages

Objectives
After completing this chapter, you
will be able to:

1. Identify the categories of communica-

tions and explain when they are used
2. Analyze situations to select the
best approach when responding to
communications
3. Apply the direct approach in preparing
positive communications
4. Apply the indirect approach in
preparing negative or bad news
communications
5. Apply the persuasive approach in
preparing sales letters or other
¢ persuasive communications
: 6. Develop planning procedures for
- | organizing communications
Fa WORKPLACE
PEL WE ETT hy Time Management

Thanks to technology, we can do many tasks faster than ever before; however,
doing something faster does not always make us more satisfied. In fact, tech-
nology often makes us feel pressured to do more in less time. Time manage-
ment is about using your hours and minutes wisely. It means taking control
of your time and spending it thoughtfully.

Know Your Strengths

The key to time management is understanding yourself—your habits,
strengths, goals, and tasks, To begin, ask yourself some questions. For exam-
ple, do you prefer to work alone or in groups? Are you a logical thinker (who
loves math) or an abstract thinker (who loves the arts)? Do you learn better by
watching or listening or doing? Do you jump right into tasks or do you pro-
crastinate? Can you stay focused for hours or are you easily distracted?
Consider your long-term and short-term goals. For instance, do you want to
start your own business or work for a corporation? Once you know what you
are like and what you want to accomplish, you can begin managing your time.
Choose a system that favors your habits and personality. For example, if
you are a person who needs to see “the big picture,” then a monthly calendar
may help. If you love technology, then a personal digital assistant might be
just what you need. Writing down a schedule is not enough, though. It must
be a schedule that works for you. For instance, if you are not a morning per-
son, then schedule meetings for the afternoons and save mornings for other
things. Remember, time is not tangible, although we measure it as if it were.
We actually experience time differently at every moment, depending on how
we use it. Try to manage your time in a way that makes you feel satisfied,
productive, and successful.

Situation: You have just been

promoted to a managerial posi-
tion. Now, people come to you
all day with questions. Although
you enjoy working directly with
your staff, you find that you can’t finish your own work. At the end
of the day, you feel as though you have not accomplished anything.

Ask Yourself: What are some time-management

solutions to your problem?
66 The worse the news, the hether you are communicating face-to-face, on the phone, via video-
more effort should go into conferences, in group meetings, or through letters, faxes, memos,
communicating it. 9? reports, or e-mail, you are creating an impression of yourself and of your
—Andrew S. Grove, organization. The principles and techniques presented in the previous chap-
Chairman, Intel ters will assist you in building your communication skills effectively—both
Corporation
orally and in writing.

As you continue developing your communication skills, keep these basics

in mind:

¢ Determine the purpose of the communication.

¢ Identify the audience.

* Consider what your audience needs to “hear” in order for your com-
munication to be effective.

¢ Develop your message in a clear, concise, correct, and logical manner.

¢ Maintain a positive attitude throughout the communication.

You'll use these basics as you analyze specific situations and determine
how you will respond to them.

ORAL AND WRITTEN COMMUNICATION

Oral communication has definite advantages over written communication.

One important advantage is that it is a more personal form of communica-
tion and is quickly transmitted. Also, oral communication provides the
advantage of immediate feedback. If the communication is face to face, you
will be able to observe the receiver's reaction, clarify what has been said,
answer additional questions, and smooth out any misunderstandings.

With written communication, your reading and comprehension skills are

important because you do not have the advantage of looking at the sender
of the message. You must read carefully to be sure you understand what is
being requested before you respond. However, in all communication, you
Copyright © Glencoe/McGraw-Hill

must be clear, concise, and complete. You must create and transmit a posi-
tive tone. You need to look at the situation from the receiver's viewpoint—
using the “you attitude.” Therefore, to achieve all of these in your writing,
you will need to plan your message.

PLANNING FOR EFFECTIVE COMMUNICATION

An important part of your personal preparation for communicating in the

workplace includes acquiring a thorough knowledge of your organization
and its policies and procedures. When you are communicating as a repre-
sentative of your organization, your personal views become secondary. Your

104 Chapter 5
 responsibility is to sincerely reflect the attitudes and policies of the organi-
zation. Even if you disagree with a policy, you are bound by it. Never make a
customer or client aware of your disagreement.

Never blame another person or department for an error or an unpopular

decision. Remember that you are speaking for your organization as a
whole—not for yourself or solely for your own department. Your job as a
business communicator is to present your organization’s viewpoint in
terms that your receiver can accept. To do this, you need to represent your
organization in a way that shows the receiver that your organization's posi-
tion is a fair one.

Armed with a thorough understanding of your organization, you are

ready to plan what should be included in your communication. You do this
for the same reason you make a grocery list before shopping or prepare an
agenda for a meeting—so you wont forget anything. Just as a good grocery
list can eliminate a second trip to the store and an agenda can prevent extra
meetings, a good letter plan can prevent having to send a second letter to
complete the job.

Questioning Authority. Are you acting in an ethical manner

when you support your company’s policy or procedure while
& ETHICAL j you personally feel that the policy or procedure is wrong?
oe /

The first step in message planning is to identify the following, which we

discussed in Chapter 1:

¢ Purpose of the communication

e« Intended audience

* Content of the communication

e Organization of the message

nner

Hill

Determining the Purpose of the Communication

ere

© Glencoe/MeGraw-

A communication has one or more of the following purposes: to request, to

ere rer

inform, or to persuade, as well as to build goodwill. Before you can plan an

effective communication, you must determine which of these purposes you
are trying to achieve. Ask yourself the following questions:
te

Copyright

¢ What is the specific purpose of the communication?

SUT

¢ What, if anything, is being requested?

¢ What information must the message include?

¢ What response would you like it to bring?

¢ What is the best media to use to communicate the message?

eC

Planning and Organizing Business Messages 105

 As you think through the background facts of the communication you
are planning, the purpose of the communication should become clear. For
example, the purpose of a credit manager's writing a collection letter might
be “to collect $250 from Larry DeLonge without losing him as a customer.”
And the purpose of Larry DeLonge’s reply might be “to pay $100 on my
account and promise the store the $150 balance in 30 days.”

VY CHECKLIST FOR COMMUNICATION

To Check Your Reason for Communicating, Ask:
What is the purpose? What response
?
What is requested? should result:
What must be What is the best
included? Fives media to use?

66 To improve communica- Identifying the Intended Audience

tions, work not on the
The most important factor to consider when you are planning a business
utterer, but the recipient. 99
—Peter Drucker, message is the intended audience. Ask yourself the following questions
Author about the message's receiver:

* Who is the receiver?

¢ What is known about the receiver's background, knowledge, interests,

and experiences?
ThiiiegCap 5.1 * How does the receiver feel about the situation?
Discuss: How does Drucker’s e What does the receiver need or want to hear?
quote support the need to
identify the audience and to e What does the receiver expect from you?
use the “you attitude”?
¢ What objections might you expect from the receiver?

The answers to these questions will assist you in putting yourself in the
receiver's position and seeing things from that perspective. The more you
know about how your receiver thinks and feels, the better chance you have Copyright © Glencoe/McGraw-Hill

of getting your message across. Remember, a written business message is

successful only if the reader (1) reads it, (2) understands it, and (3) reacts
favorably to it.

To interest and influence the receiver, you must be able to look at both
your side and the receiver's side of the situation. By doing so, you can learn
what kind of help the receiver expects to find in your communication.

If you are answering a letter, whether orally or in writing, review and ana-
lyze the background information contained in the letter itself before you
communicate with the receiver. Be sure to read the letter carefully to learn
all you can from it. Then, if you need additional facts, check your files for
previous correspondence, reports from sales representatives, and other per-
tinent records. Then use common sense, your general business knowledge,

Chapter 5
 and any specialized knowledge of your organization to decide what back-
ground facts are important and how they can best be used to make your
response successful.

As you prepare all your letters, consciously practice adapting to the

receiver—composing with the receiver in mind—and you'll soon master the
technique. Just remember to do the following:

¢ Think through the situation you are writing about. pe

e Imagine your receiver as best you can. NOTES -

ie

¢ Write directly to your receiver. Locate the }

Purpose
The purpose of the
Developing the Content communication determines the
content. The content determines
The purpose of a communication will determine what its basic content will the approach.
be. The content will then determine what approach to take in planning the
communication.

In discussing the development of a message's content, we will focus on

business letters. Business letters can be roughly grouped into three categories:

1. Positive communications—“Yes” letters (routine/informational

communications)

2. Negative communications—“No” letters TitiigCap 5.2

3. Persuasive communications—Sales letters Discuss: Do you agree with
Grove’s quote, “The worse the
As you plan a letter, you will need to determine which of these categories news, the more effort should
is appropriate for your letter. Then, depending on the answer, you will go into communicating it”?
decide on the most effective approach to present the ideas in your letter. Why is this statement true?

ORGANIZING THE MESSAGE

Each category of message—positive, negative, ‘and persuasive—requires a

specific approach: direct, indirect, or persuasive. As you study each
approach, think of other situations in which you might write such a com-
Copydghit ®) Glanwee/MoGraw Mill

munication. Each approach is detailed in the table “Organization for

Business Messages.” (See Table 1 on page 108.)

Positive Communications NOTES /§-

Much of the business correspondence that a communicator handles is the Positive
daily correspondence that requests or provides information. If the informa- Approach
tion to be sent is routine, simple letters are written or form letters (letters Positive communications
require the direct approach.
prepared for recurring situations in which only the date and the name of the In the direct approach, begin
receiver need to be changed) are used. Routine positive letters can be writ- with the good news
ten in a straightforward manner, since they tell the reader what he or she
wants to hear. This type of letter can get directly to the point; therefore, the
order in which the content is arranged is called the direct approach.

Planning and Organizing Business Messages 107

 Table 1 ere Terrie (ty

wu)
The Direct Approach Direct Plan
(For Positive News, Including Inquiries, Requests, Good News, “Yes” Messages)

Opening: Start with what receiver wants to hear Good News or

(good news) or specific information Main Idea
needed to make a request.
Middle: Give explanation of good news Explanation or
or details. Details
Ask specific questions to help
receiver give answer.
Closing: Make specific request for action Goodwill
tied with appreciation. or
Express goodwill. Resale
Resell organization and/or
product or service.

The Indirect Approach Indirect Plan

(For Negative News)

Opening: Use pleasant, neutral, or relevant Buffer

statement. Never start with bad news.
Middle: Give reasons, explanations, or facts Reasons
about the negative news—tell and

——wi
why. Make explanation Explanations
receiver-oriented and positive—

a
tell what you can do instead of

|
what you can’t do.

-_
Give bad news after the No—stated
reasons. or implied
Closing: Use pleasant, relevant comment to Buffer
end ona positive note.

The Persuasive Approach Persuasive Plan

(For Sales Letters and Special Requests)
Copyright © Glencoe/McGraw-Hill

Opening: Use relevant idea that gets Attention

the receiver's attention.
Middle: Give explanation and description Interest
that expands opening idea
and generates receiver's interest.
State benefits that will convince Desire or
receiver to take the action requested. Conviction
(Mention warranties, guarantees,
and enclosures. Play down cost and
other possible negatives.)
Closing: Make courteous, specific request Action
for action; make it easy
for receiver to say “yes.”

108 Chapter $
 The Direct Approach
The easiest and most pleasant communication task is telling your receiver yes
or transmitting good news. In these situations, you use the direct approach
and follow one basic rule: Start with the good news. Then the receiver will
know immediately that your message is imparting beneficial information.
The good news will put the receiver in a friendly, receptive frame of mind that
will help him or her react favorably to the remainder of the message.

In the direct approach, the good-news opening is followed by a detailed

explanation. This is done in a logical order with the most positive details DIVERSITY 5.1
being presented first. Be sure to provide all the information the reader
needs to understand your response or take further action: Forming Bonds
In some countries, such as
The last paragraph of the letter should build goodwill and leave the Brazil, “Getting straight to
reader in a friendly frame of mind. End it with a positive statement related the point” is considered quite
to the specific situation discussed in the letter. You may want to refer again distasteful. Relationships are
to the main idea of the letter—the good news. more important than the
actual communication—
Examples of the routine types of correspondence that use the direct
doing business is considered
approach are the following: a type of social interaction.
e Request appointments or reservations Brazilians prefer to be com-
fortable with each other
« Request information about products and services
before getting down to
e Answer yes to inquiries and requests business. A prospective
Brazilian client is arriving in
* Grant adjustments and credit
town next week to discuss a
e Send goodwill messages potential business arrange-
ment with you. How do you go
Whenever you can say yes to a receiver's request or tell your receiver some- about planning a meeting with
thing he or she will be pleased to hear, use the direct approach. this client?

Figure 5-1 on page 110 is an example of a positive communication that

shows the direct plan in action:

THE BACKGROUND A personal banker for Hometown

Bank has notified Ms. Marcia Crary
that her application for a home
Copyright © Glencoe/McGraw-Hill

© Glencoe/MceGraw-Hill

equity loan has been approved.

THE CUSTOMER’S REQUEST Ms. Crary had applied for a home
equity loan by completing the
bank’s application form.
THE ORGANIZATION’S POLICY Ms. Crary has been approved for a
$10,000 home equity loan. To acti-
Copyright

vate the loan, Ms. Crary needs only

to write a check on the loan account. Activity 5-1
To test your skills.
Once the check is processed, the
bank will send her an acknowledg-
ment indicating the interest rate and
repayment schedule.

Planning and Organizing Business Messages 109

 THE LETTER’S JOB‘ The letter should welcome Ms. Crary as a new
home equity loan customer, explain how to activate
the loan, give information about Hometown Bank's

Yd
other services, and express pleasure in serving Ms.
Crary’s financial-needs.
THE APPROACH Because Hometown Bank is granting Ms. Crary’s
request, the writer selects the direct approach.
Figure 5-1
This letter is written in the direct
approach.

Hometown Bank
124 West Bark Street Daring WISIS1T © Phone 406-555-8576 © Fax 602-556-8577

January 23, <YEAR>

gs

Ms. Marcia Crary

809 S. Murray Street
Darling, WI 53511
eg

Dear Ms. Crary

c Congratulations! Your home equity loan has been approved. You now have $10,000
your remodeling project, your new car, of any project for which you need
ee ee

additional cash

All you need to do is write a check for the amount you need, up to $10,000, and you will
activate your loan, We have enclosed a checkbook for your convenience. Once
as been processed through our bank, we will send you an acknowledg
rest and repayment details

You may be interested in the other fin cial services that we can provide for you, We
have various types of checking and savings accounts as well as several options for
fanning. Please call me at (608) 555-8576 for an appointment to discuss your
other financial needs

We appreciate the opportunity you have given us to serve you. We look forward to
assisting you in meeting your future financial needs.

Sincerely,

o
Gchard Swenson,
Richard Swenson
Personal Banker

Enclosure
Copyright © Glencoe/McGraw-Hill

—4:

NOTES Negative Communications

Soften The challenging or problematic communications in business are those that
the Blow =, give the receiver bad news or refuse a receiver's request. In these situations,
Negative your goal is to help the receiver understand and accept the message. These
communications
negative communications have to be carefully prepared to avoid causing
require the indirect
approach. In the indirect anger or loss of the reader's goodwill. An indirect approach is required when
approach, put the bad news responding to these messages.
in the middle.
The Indirect Approach
In using the indirect approach, the basic rule to remember is to put the bad
news in the middle. Begin a negative communication with a neutral paragraph
that acts as a buffer or cushion between the reader and the bad news. If you blurt

Chapter $
 out the bad news in the opening of your letter, the receiver may quickly become
disappointed, angry, or both. These feelings will then affect the reader's inter-
pretation of everything else you say. If you start your letter with a refusal, for
example, the reader isn’t likely to accept the explanation or alternative you give
next, if he or she reads it at all!

Because people would rather hear good news than bad news, a buffer
paragraph helps you establish a rapport with the receiver. Beginning on
neutral ground helps to prepare the receiver for a negative message and to
make him or her more receptive to your explanations.
When using the indirect approach, organize your letter into the following
three parts:

Opening Paragraph—Buffer. Begin your message by providing details that

will help smooth the way for your unpleasant or unfavorable message. If
there is anything positive in the situation or anything that you and the
receiver can agree on, begin with that. For example, if nothing else, let the
receiver know that he or she was right to contact you about a problem. The
buffer paragraph should:

* Pertain to the subject of the message.

* Be brief and congenial.
* Maintain neutrality—not indicating either yes or no.
* Serve as the transition to the explanation.

Middle Paragraph(s)—The Reasons and the Refusal. In the middle para-

graphs, present the detailed facts that will justify your negative message,
beginning with your strongest reason and working down to the weakest. The
negative information, or refusal, stated quickly and explicitly in clear and
positive terms, should be placed immediately following this explanation.
In some instances, the refusal may be implied rather than stated explic-
itly. However, it is extremely important that the receiver clearly understands
this part of the message. You may then follow the refusal with another rea- NOTES
son or an alternative, if appropriate. Remember to emphasize what can be
Indirect
te SHOHUUUL VION ener

tii

done rather than what cannot be done. Putting the refusal in the same para-
© Gilanena/MeCraw

Approach
graph with the reasons for de-emphasizes the refusal. Beginning: Give details
to help smooth the way.
Ending Paragraph—Closing. By the end of the letter, you are past the diffi- Middle: State negative information
clearly and in positive terms.
cult parts of stating the reasons for the negative news. You can then offer a Closing: Be courteous and positive
counterproposal or alternatives to what the reader asked. Perhaps you can
VUOPYTIG Te

resell your point of view. In the ending paragraph, make sure the closing is
neutral, courteous, positive, and personalized, if possible. You should not
restate the refusal or refer again to the main idea, the negative message.
Tone is very important in all communications, but there is added empha-
sis on tone in negative messages. The receiver of these messages needs to
tee! that his or her request has been taken seriously. Therefore, these mes-
Sages should be tactful and considerate and reflect a sincere interest in the
feceiver and respect for his or her viewpoint.

Piaening and Organizing Business Messages 111

 Examples of types of messages that use the indirect approach include
ones that do the following:

* Refuse appointments, claims, or reservations U)

* Communicate unfavorable decisions
¢ Turn down invitations
¢ Say no to inquiries and requests
¢ Refuse an order
¢ Refuse to make adjustments or give credit
° Turn down a job applicant

Because you are giving reasons for saying no in indirect approach letters,
these letters are almost always longer than direct approach letters. Look at
the indirect approach in action (see Figure 5-2 below). .
The following example shows the indirect plan used in Figure 5-2.

THE BACKGROUND The associate dean at Bakersville College

must respond to Mr. Larson, a student in the
Commercial Art program who has requested
receiving transfer credit from other programs.

Figure 5-2
This letter refuses the student's
request. The indirect approach is
required. Bakegsvill
College ; Q)
aor P

July 18, <YEAR>

Mr, James Larson

1672 Walnut Grove Avenuc
Edmund, OK 32098

Dear Mr. Larsen:

You have chosen an exciting career! Your program in Commercial Ant here at Bakersville
College will provide you with the skills and knowledge required in this growing field
The exposure you have had through seminars to some of the areas you will be studying
will be beneficial,
Copyright © Glencoe/McGraw-Hill

Our college does transfer credit from other colleges and universities that are aceredited
through a national organization. The courses need to have been taken for credit, and the
student must have received 4 minimum 2 ade ofC to qualify for transfer, These
standards—an dited college and a level of individual 2 nent—heip us to
maintain the qu ty OF Our programs and courses and to trea each student cqually and
fairly,

Even though your experiences do not qualify for college credit, you will find they will
enrich your courses and program while at Bakersville, You will have many valuable
experiences to share with your fellow students.

My best wishes to you as you begin your program. If I can be of assistance to you in
mecting your educational needs or concerns, please contact me directly.

Sincerely,

Jenny Burher
Jerry Butler
Associate Dean
Art Department

Chapter $
 THE STUDENT’S REQUEST Mr. Larson has requested receiving nine
credits for three of the major courses in his
program. He feels that he should be able
Sri
DIVERSITY wy)
to transfer these based on seminars and
noncredit courses he has attended through Yes Means No
various career institutes and programs. In some cultures, profession-
The college does transfer credits from other als will avoid saying no. If a
THE COLLEGE’S POLICY
request cannot be met, they
accredited colleges for courses that apply
may Say it is inconvenient or
directly to the student’s program and in under consideration, or even,
which the student earned a minimum “Yes, but it will be difficult.”
grade of C. The college’s transfer of credit These responses may mean
policy is applied only for credit classes. The no or probably not.
college does not recognize noncredit Conversely, straightforward-
ness is an essential part of
courses and seminars for college credit.
doing business in the
THE LETTER’S JOB The letter should deny Mr. Larson’s request Netherlands. Even if you find
for the conversion of his noncredit courses it difficult to say no, you
and seminars to college credits toward his will find that your Dutch
counterparts will prefer and
program. The policy behind the denial
appreciate a candid reply.
should be explained: the policy treats every-
How do you know when Yes
one equally by providing basic guidelines means yes and when Yes
for transferring credits; it requires the mini- means no?
mum grade of C to ensure a basic level of
student competency in the subject area; it
standardizes the type of institutions from
which credit may be transferred (accredited
colleges and universities), which helps
maintain program quality; and it helps to
ensure that students meet the college’s pro-
gram requirements and exit competencies.
THE APPROACH Since the associate dean will have to say
no, an indirect approach, beginning with
a buffer paragraph, is required for the
Copyright © Gleneoe/MeQraw- Hill

, response.
‘
z5

Checkpoint 5.1
ee arte
ETS

4. Why is the direct approach an effective way to communicate good

AUP

news?

2. What are the key similarities and differences between the direct
approach used in positive communications and the indirect
approach used in negative communications?
3. Do you think it is fair to the receiver to use the indirect approach in
a negative letter? Why or why not?

Planning and Organizing Business Messages 113

 Persuasive Communications
Goto_ The third category of business letters includes letters in which the reader
must be persuaded to do as you ask, to be “sold” on an idea. Some examples
Activity 5-2 of this type of letter are the following:
To test your skills.
* Sales letters that attempt to obtain an order for a product or a service

* Sales promotion letters that try to set up a future sale without

pressing directly for an order

* Persuasive request letters asking people to donate time and/or

money to a charitable cause

* Job application letters

Communications of this type use the persuasive approach.

The Persuasive Approach

The persuasive approach is used to motivate the receiver to read or listen to
your entire message and to react positively to it. Getting the receiver to do
what you want, to accept what you Say, or to agree with you requires the per-
suasive approach.

NOTES In the persuasive approach, the main rule is to place the call for action at
the end of your message. When you use the persuasive approach, you need
The AIDA plan
to provide complete information for the receiver. This way the receiver can
* Attention
* Interest imagine using or benefiting from the product or service you are selling or
* Desire promoting before you ask for action.
* Action
Now let's look at the “AIDA plan’—attention, interest, desire, and
action—for structuring effective persuasive communications. Each part of
the plan may require one or more paragraphs to develop the idea fully.

Attention. The first sentence of the opening paragraph should capture the
receiver's attention. In addition, the paragraph should set the tone of the com-
munication and prepare the receiver for what follows. To accomplish this, it is
important to promise or imply some reward or advantage for the receiver.
NOTES Various techniques for capturing attention can be used, including start-
Copyright © Glencoe/McGraw-Hill

Attention ing the paragraph with a question, a quote, or a statement.

Use a question, q ¢ Aquestion—Do you need a relaxing, effortless vacation in the near future?
or statement to capture the
reader's attention. ¢ A quote—Time is money. Our tapes can save you time and money as
;
;
] you record your messages.
;
:
e Astatement— You should strive to eat five servings of fruits and
vegetables each day. Our fruits and vegetables are so fresh, you'll find it
easy to eat your five servings.

Whatever opener you use must be relevant to the subject or purpose of

the communication and should somehow connect the receiver with the
topic. When trying to capture attention, be careful in using gimmicks that
&

may offend or may seem silly or childish to the receiver. Remember to avoid

Chapter 5
 trite expressions and clichés that don't contribute to the communication’'s
meaning. NOTES
Interest. After capturing the receiver's attention, you need to arouse the Interest
receiver's interest. To accomplish this, you need to describe how the recom- Arouse the rea
mendation, product, or service would benefit the receiver. You need to make interest by describing some
benefit or value for the receiver.
the benefit or value apparent to the receiver.

A description presented with a “you attitude” will help the reader imag-
ine himself or herself using the product or service. For example, you may
show a benefit or value to the receiver as follows:

After a hard day at work, imagine how great you will feel relax-
ing in our Relaxomatic recliner.

Desire. To create in the receiver the desire to take the action you want, it is
important to connect the benefits that you are offering to the receiver's
needs. To do this, you need to provide physical details of your product or ser-
vice, such as dimensions, materials, colors, special features, and specifics
about the guarantee, maintenance, and so on. Sometimes stimulating both
NOTES
interest and desire may be accomplished in one paragraph. You may present
proof of benefits to stir interest and follow that with specific details, which Desire
will help stimulate and support the receiver's desire for positive action. Create desire fo
receiver to take action by
Timeless and long lasting, Relaxomatic genuine leather will con- connecting the benefits you are
offering to the receiver's needs.
form to the contours of your body.

Action. The previous paragraphs (attention, interest, desire) should lead

directly to action on the receiver's part. Now is the time to ask the receiver to
take immediate action. You should identify the exact action desired and
make it easy to act—the request for action should make the receiver's posi-
tive response as easy as possible. Courteously tell the receiver where or how
the response should be made:

Enclosed is an addressed, stamped envelope for your prompt

response to the survey.

The AIDA plan will provide you with the foundation for creating persua-
sive communications. Of course, each communication situation has to be
NOTES
Hill

treated individually if you are to get the response you want. No two prod-
Copyright © Glencoe/McGraw-Hill

Copyright © Glenooe/MoGraw

ucts or services are alike, nor are any two groups of receivers. Action
Identify the exa
Let's look at an example of the persuasive plan in action (see Figure 5-3,
action you want the receiver
on the following page). to take.
This example shows the persuasive plan used in Figure 5-3.

THE BACKGROUND _ The loan officer of the Easy Payments Mortgage

Company, Susan Ripp, is writing a letter to Mr.
Eric Swenson, a prospective loan applicant.
THE LETTER’S JOB The letter should persuade Mr. Swenson to call
to discuss the new EasyPayer homeowner loan.
Hopefully, this request will lead Mr. Swenson to
€

apply for a homeowner’s loan.

Planning and Organizing Business Messages

Figure 5-3
This letter used the persuasive
approach to get the reader to
place a telephone call. EG +: PAYMENTS MORTGAGE COMPANY
1535 West Main Street, MeFartand, WI535S8 Phone: 1-800-555-4000 Fan: 715-555-1292

February 16, <YEAR>

Mr. Eric Swenson

1846 Ridge View Road
McFarland, WI 53558

Dear Mr. Swenson:

Imagine how great it would feel to pay off all your bills . . . to get extra cash for those
special home improvements . . , to refinance and save thousands of dollars. Now you can!

The new EasyPayer home: ner loan from Easy Pay ments Mortgage § Company is
designed to help you do this, Even if you have experienced credit problems in the past,
you will find that you can refina ata lower interest rate resulting in lower monthly
payments. Now it is easier to ge! money you need without all the hassles

You can start saving money every month by consolidating your bills into one low
monthly payment. The benefits of the EasyPayer homeowner loan include:

© No hassle—No waiting
© Low interest rites
© No application fees
© Low monthly payment
. Money for any purpose
. Easy qualifying terms

You can start your loan application by telephone in just 15 minutes. F > make an
investment in your financial future by c £ me today at 1-800-555-4} ), Our offices
are Open {0 serve you between 9 a.m. a

Sincerely,

Susan Ripp

j08

goto_
THE APPROACH Use the persuasive approach. Get the reader’s
attention in the opening sentence with a state-
Copyright © Glencoe/McGraw-Hill

ment that makes the reader stop and think and

then continue to read.
Activity 5-3
To test your skills. If you want to write effective sales letters, for example, take this advice
from an advertising copywriter: “Don’t use formulas. Rely on your knowl-
edge of why people buy things.” When you can accomplish this, receivers
will take the action that you desire. We will discuss more techniques for
writing sales letters in Chapter 11. Use the checklist on the following page
to help you analyze your messages.

Developing a Written Plan

Many situations will require you to write down ideas when planning the con-
o.

tent and organization of communications. Putting your ideas in writing will

©

help you clarify and organize them. A written plan can assist you by:

116 Chapter 5
 ¢ Clarifying your thoughts.

e Ensuring inclusion of all important details.

e Making the actual writing faster and easier.

When you are first learning to prepare business communications, you

will find that extensive written plans are extremely helpful. As you become
more experienced, you may find that only the more complicated messages
will require detailed written plans.

As you become more confident of your communication ability, your writ-

ten plan should become brief and simple. You need to jot down only a few
words to suggest each point you wish to make in your communication. You
may write your notes on a separate sheet of paper or in the margins of the
correspondence you are answering, or you may key them directly into the
computer.

Many beginning letter writers have found the procedures outlined in

“Planning Your Message” (Table 2, on page 118) helpful as they developed
planning skills. Follow these steps precisely in planning your first letters.
Later, as you gain experience, you may eliminate some of the steps and
adapt the procedures to your own work habits.

In addition, the table “Organization for Business Messages” (Table 1, on

page 108) illustrates and summarizes the direct, indirect, and persuasive
approaches for communicating messages. You can use this table alone or
along with the more general “Planning Your Message” as you refine your
planning skills. A brief review of the approaches is shown in Table 3 on page
120. You may want to have this table handy as you begin your rough draft in
the next section. (See Figure 5-4, on page 119.)

UV CHECKLIST FOR PLANNING ORGANIZATION

Check the Structure for Persuasive Communications
as You Complete Each Step:
Attention Desire
Hill

Copyright © Glencoe/MceGraw-Hill

Interest Action
Copyright © Glencoe/McGraw

Checkpoint 5.2

1. Which element of the persuasive approach (AIDA plan) do you

think is most effective?
2. Can you think of other elements to add to the AIDA plan that might
persuade readers? What are they?
3. Explain why you do or do not think that persuasive communica-
€

tions should be honest.

Planning and Organizing Business Messages 117

 Table 2 Planning Your Message
Pp rocedure _ Example
Step 1 Primary Purpose:
Write the main and secondary purposes To respond/provide information
of the message concisely. |___ regarding stenciled golf shirts
Secondary Purpose{s):
To include additional information that
creates a desire for our golf shirts
To “sell” the customer on our product
To “get the order”
Step 2 Brainstorming List:
Jot down all points to be covered in the Thanks for the request
message that will accomplish the primary Quality of golf shirts
and secondary purposes. Many colors, designs, types of materials
Include every detail you think of (whether Various sizes, prices, lettering
important or not) as you think of it. Delivery time
This process (called brainstorming) will Guarantee paint won't run
stimulate both good and bad ideas Design included in cost
that can be sorted out later. Best quality of shirts
Golf bag design
Shipping costs
Free delivery on $150 orders
Designs
Cost of stenciled name
Price determined by factors: style/size/lettering
Can request rush orders
Seasonal designs
Fax number for ordering
Step 3 Edit Brainstorming List:
Cross out any duplicate items, which often Delete “quality of golf shirts,” “types of materials”—both
happens in brainstorming; delete any covered—"“best quality of shirts.”
items that can be omitted without sacrificing Delete “seasonal designs”—not relevant
friendliness or completeness. Group similar to “golf shirt” request.
ideas together. Group “delivery time,” “rush order,” “free
delivery on $150 orders,” “shipping costs” together.
Copyright © Glencoe/McGraw-Hill

Eliminate “designs”—covered under “golf bag design.”

Step 4 Determine Reader Reaction and Approach:
Choose the best approach. Determine Receiver will be pleased
receiver reaction and appropriate Use direct approach
approach (direct, indirect, or persuasive).
Step5 Arrange Items in Proper Sequence:
Based on the approach you chose, number . Thank you for the request
the items in the edited brainstorming list . Golf bag design available
BRWHN

in the order in which you will cover them . Best quality of shirts
in your message. The result will be a plan . All hand stenciled
from which you quickly compose a draft of . Paint guarantee
AU

your message. . Specifics on colors, sizes, styles, lettering, prices

. Shipping and delivery information
ON

. Fax and phone numbers for questions and orders

118 Chapter $
 Writing a Rough Draft
You are now ready to write a first draft, or rough draft. You have analyzed all
the facts related to your message, made notes on what you should say, and
selected the best approach for saying it, including the best order of presen-
tation. Now, you must turn the letter plan or informal outline into a letter.
Keep in mind two factors that have influenced your planning: (1) the person
to whom you are writing and (2) your reason for writing.

If a letter is to accomplish its purpose, the content must be correct and

appropriate, the style must be clear and natural, and the tone must build
goodwill.

Figure 5-4
A rough draft is written quickly
to cover the basic ideas.

ROUGH DRAFT

Thank you for your interest in our hand stenciled golf shirts. Yes, we do have a

design specifically for golfers—a golf bag leaning against a flag. Our shirts are 100%

cotion and are the best quality brands available. All designs and lettering are hand

stenciled, The paint we use is guaranteed not to run or bleed. We have two styles that we

would recommend for your group—the Henley (three-button) and the classic crewneck,

both are short sleeved, These are both available in white. natural and grey.

Sizes Price
The Henley M, L, XL $27.95
XX1 31.95
The Classic Crewneck §.M,L, XL
XXL. XXX!

Please note that the above price includes the design. If you wish names stenciled

on the shirt, there is an additional cost of $3.00 for first and/or last name.

Because each shirt is individually hand-stenciled, we take pride in shipping our

oe reer

Hill
Dopyright @ Glannoe/MoGravw

orders quickly. We usually need two weeks for delivery but often can accommodate rush
ar Nate Nearer rerne nee ener

orders, The cost of shipping ts $5.00 per order. On orders of S150 or more, shipping is

free. Please call us at 1-800-555-8954 or fax ws at (244) 1-555-1298 if vou have further

questions or wouid like to place an order. We look forward to serving you.

TINIE
WOPY

Planning and Organizing Business Messages 119

 Choosing the Best Approach for Reader Reaction

Anticipated Type of Message

Reader Reaction Message | Approach

Receiver will be pleased. | Good-news Direct

Receiver will be displeased. Bad-news | Indirect
Receiver will be neutral (neither pleased nor displeased) Neutral or Direct
or will have at least some degree of interest. | Informational
Receiver will have little or no initial interest. | Persuasive | Persuasive

Remember also that you build goodwill with every letter you write by:
¢ Emphasizing what the receiver wants to know.
* Avoiding or subordinating negatives and other ideas that may be
unpleasant to the receiver.

* Using friendly words and reflecting a sincere desire to serve.

In composing the rough draft, concentrate only on content. Keep these

tips in mind while writing:
NOTES =
¢ Develop your rough draft directly from your letter plan or informal
Rough It Out i
i outline.
To help you compasses ———
complex messages, you * Use double spacing to allow space for marking revisions.

=
may develop an outline or
rough draft. When writing a ¢ As quickly as you can, write, keyboard, or dictate your rough draft.
rough draft, concentrate only
on content ¢ Don't be concerned with spelling, grammar, style, tone, or references
in your text—if you stop to check on a point, you might forget what
you started to say or interrupt the natural flow of the letter.

e Write the message in your own words. Imagine the receiver is across
the desk from you or at the other end of the telephone to help you
write as naturally as you speak.

In actual business practice, most letters are written without a detailed

Copyright © Glencoe/McGraw-Hill

outline. Likewise, experienced communicators do not usually develop

detailed outlines for telephone calls, e-mail, or face-to-face conversations.
When you need to respond to complex and/or problem situations, however,
it is helpful to jot down an informal outline, note comments on previous
communications, or develop a rough draft. Remember, it is never wrong to
write an outline to help you compose the best possible message.

Study the rough draft in Figure 5-4 on page 119. The draft was developed
using the example in “Planning Your Message” (Table 2, on page 118).

120 Chapter 5
 This first draft covers the basic ideas. The draft contains abbreviations,
shortcuts, and errors, which will be edited later. Also, it needs to be
reviewed to check for the “you attitude,” appropriate tone, and word choice.
Take a few moments to react to this first draft. Quickly mark any problems
or actual errors that you think the writer should revise.

After you have written the rough draft, you are ready for the next steps:

1. Edit and correct the rough draft.

2 Prepare the letter in final form. Activity 5-4
To test your skills.
3. Proofread the final letter.

These steps will be explained in more detail as you continue your study of
business communication. Keep your receiver in mind as you begin to for-
mulate ways to improve the rough draft.

CHAPTER 5 SUMMARY

Because it is important for every communication to follow the seven Cs of

effective communication, it is necessary to plan every communication.
Planning your message includes determining its purpose, identifying the
audience, developing the content, and organizing the message.

Business communications can be categorized as routine/informational

and “yes” letters, negative communications, and persuasive communica-
tions. Depending upon the category, the appropriate approach—direct,
indirect, persuasive—is selected.

Mental planning is an important part of all successful communications;

written planning is used especially for inexperienced writers and for com-
plex and/or difficult situations.

Complete the Worksheet Exercises as assigned. The Online Exercises may

be completed now if you have access to the Internet.
Cc "X opyright © Gleneoa/MeGraw- Hill
Copyright © Glencoe/McGraw-Hill

Planning and Organizing Business Messages 121

 CHAPTER

Using Technology
to Improve
Communication
Troy
Objectives
After completing this chapter, you
will be able to:

1. Identify and use appropriate office

equipment to enhance your writing
skills
. Describe how facsimile machines and
other workplace technologies are
used to improve communication skills
3. Create and use your e-mail address
book
4. Create and send e-mail messages
5. Use proper electronic mail etiquette
6. Use word-processing software to
improve your writing
7. Use the Internet to research information
8. Use spreadsheet and presentational
applications
WORKPLACE
APPLICATIONS TT tal:

Brainstorming is a prewriting strategy that helps writers identify the key con-
tent and focus of their writing. As the term suggests, brainstorming is a quick,
often chaotic, list-making activity that writers use to generate ideas about a
topic. Brainstorming may be done alone or in groups, on paper or out loud.
The strength of brainstorming as a planning strategy is that writers can
express their thoughts openly, without censorship or judgment, and therefore
discover their strongest points.

Let the Ideas Flow

You begin brainstorming by identifying the general topic or purpose of your
intended message. The next step is to record every idea you associate with
your topic. Ideas may be expressed in complete sentences, phrases, or single
words. The process of brainstorming will stimulate both good and bad ideas,
as well as associations that are completely irrelevant. Your impulse may be to
judge ideas as they are offered. Do not reject or refuse any idea that is sug-
gested, and do not hesitate to share your own. Throw all the ideas—ingenious
or ordinary—into the mix. In the end, you will have covered all the expected
points and made new and creative connections as well.
Brainstorming ends only when all possible ideas have been exhausted. The
result is usually a long, comprehensive, and varied list of ideas. The next step is
to process the ideas—to edit out duplications, delete unrelated thoughts, and
identify and clarify the strongest ideas that remain. By focusing on the strongest
ideas in your list, you automatically find the core of your message. Knowing your
message in turn makes it easier to express yourself effectively in writing.

Thinking Situation: You work as a sales

: 3 representative for a company
Critically that makes educational soft-
~~ "= ware. Sales have leveled off in
recent months, and your
employer wants you to identify new potential customers and to
write a letter that will interest them in your company’s products.

Ask Yourself: With a partner, brainstorm a list of potential

customers and points about your products that would appeal to them.
66 Any sufficiently advanced I n the current workplace, computers are everywhere. Today it’s difficult to
technology is indistinguish- go into any business without noticing the presence of some type of com-
able from magic. 99 puter performing a task. In traditional office settings, computers are used to
—Arthur C. Clarke, handle and store information, as well as process information using pro-
Author grams such as word processors and spreadsheets. Computers are used to
perform large calculative tasks, as well as to keep databases of business
information ready for retrieval by employees who need access to specific
sets of data.

The other significant advance in business technology has come with the
advent of the Internet. Through the Internet, businesses have expanded
their markets and images into the arena of the World Wide Web. This chap-
ter will discuss various aspects of the technologies found in the workplace
and describe how their functions can help you to improve your communi-
cation skills in the workplace.

TECHNOLOGY IN THE OFFICE

Technology has always played a role in offices since the beginning of busi-
ness. In ancient Egypt, merchants used bead and wire abacuses to conduct
business and calculate transactions. In 1890, William Burroughs pioneered
the first commercially successful mechanical adding machine in America,
which advanced individuals’ capacities to perform complex calculations
with greater speed and accuracy than ever before.

Throughout history, technology has helped individuals perform tasks

and process information. Each advancement, from the abacus to the
adding machine to the personal computer, has extended employees’ abili-
ties and range of functionalities.

The following sections will discuss in detail some of the more popular
technologies found in the modern business environment.
Copyright © Glencoe/McGraw-Hill

Computers
It is difficult at this point in history to envision a workplace without com-
puters. Computers are used in a variety of business environments. From
scanners that automatically log inventory into modern warehouses to the
large computers that monitor and control lighting and air conditioning in
urban skyscrapers, computers are everywhere in the workplace.

The History of Computers in the Workplace

It wasn't until the late 1950s and early 1960s that computers became preva-
lent in the workplace. This was due to the invention of the transistor in 1948,
which replaced vacuum tubes that were used in first generation computers.
With these second-generation computers utilizing stored programs and
programming languages, a computer could perform a variety of business

134 Chapter 6
 tasks that previously had to be done by hand. It was at this point that jobs
such as programmers and analysts came about.

The Modern Computer

With the invention of the integrated circuit by Jack Kilbey in 1958, comput-
ers started to dramatically decrease in size while increasing in computing
power. The personal computer, or PC, as it’s traditionally known, was pro-
duced by IBM in 1981. After this breakthrough, IBM and IBM-type clones
became prevalent in the day-to-day operations of almost any business. As
the use of computers became more extensive in business, new ways of uti-
lizing their capabilities came about. Computers could now be linked
together via Local Area Networks, or LANs. In this manner, computers could
share such things as memory, software, and information. With the integra-
tion of the global web, or the Internet, opportunities were recognized for fur-
ther expanding business potential.

The Computer's Role in the Workplace

With the integration of computers into the workplace, tasks that previously NOTES i
would have taken longer amounts of time now can be accomplished with Computing
less manpower and with faster speeds. Computers are used in the business Options
world to create, store, and manipulate data. For example, companies might Computers offer a
use spreadsheet programs such as Lotus Notes® or Microsoft® Excel to variety of methods for creating,
storing, and researching infor-
track machine parts at a manufacturing company. Spreadsheets can tabu-
mation. Businesses also use
late, organize, and filter data, as well as keep a historical record of inventory, computers to track information
shipping, and receiving. These spreadsheet documents may also be stored about their employees and
on a central company server computer. This central storage option can customers.

allow different individuals to access the same document to make changes

when necessary. This sharing of documents and files from a central location
greatly reduces the amount of time required to store, manipulate, and
retrieve data.

Fax Machines
Facsimile (or fax for short) is the process of encoding information and trans-
mitting it over either telephone lines or radio broadcast, then receiving it in
© Glencoe/McGraw-Hill

the form of a hard copy document. In addition to computers, fax machines

have played an extensive role in the modern workplace. Even as electronic
documents become the norm for most businesses, the fax machine is still an
integral part of the modern workplace because many documents still need
to be in paper form, for the purpose of having signatures on documents and
other reasons.
Copyright

With today’s fax machines, integrated circuits and computers have made
it possible to fax data via a radio signal that provides a clear transmission of Teiding@ap 6.1
data through the air. Because of this advancement, individuals can now
Discuss: What sorts of
send faxed paper documents with small computers and computer devices. documents might you want to
With the advent of wireless communications in the form of personal digital send over a facsimile, rather
assistants, or PDAs, and cellular phones, faxes can be sent and received vir- than using the postal service
or e-mail?
tually anywhere.

Using Technology to Improve Communication 135

 Fax Machines in the Workplace
In today’s typical office, fax machines are used to send and receive docu-
ments from a variety of sources. Daily reports, contracts, and even weekly
newsletters are faxed to businesses all around the globe. With the addition of
the cellular telephone and wireless communications, salespersons in the
field can receive documents on the road or at a Client site. Fax transmission
technology also allows engineers and workers who are operating in desolate
regions to receive information crucial to the success of what they are work-
ing on. In such remote places as Antarctica, researchers utilize fax transmis-
sion technology to send data back and forth to be analyzed by scientists in
laboratories in the furthermost corners of the world. Fax technology is uti-
lized in many capacities in business, education, and research.

Scanners
Scanners capture an image ofa document or object so that it can be stored for
later use and manipulation. Scanners have allowed individuals and compa-
nies to preserve what originally were hard copy documents electronically.

The Modern Scanner

Compared to fax machines, scanners are a relatively new piece of office tech-
nology. Scanners allow people to capture an image of an object or of a hard
copy document (whether it is text or pictures), and then save it to a computer
for printing or further manipulation of the image. Scanners operate in the fol-
lowing manner. The user takes the image he or she wants to scan, say, a photo,
and places it inside the scanner. The scanner then illuminates the image so that
the photo device can read its small components, or pixels. Once the object is
illuminated, light reflects from each pixel and is converted into electric current
by an electronic component in the scanner known as the photocell.

Scanners in the Workplace

In the contemporary office workspace, scanners play an important role. In
businesses that utilize graphics or photographic technology, scanners are a
necessity. For instance, clients of graphic design firms may have existing art-
DIVERSITY 6.1 work in hard copy that they wish to incorporate into new material. Graphics
Copyright © Glencoe/McGraw-Hill

firms can scan those images in order to incorporate them into new docu-
Global Computing ments that they are creating for their clients. The same idea also works in the
Computer software is avail- world of photography. Often individuals or companies have photographs
able in many languages. that need to be incorporated into their material. In this manner companies
Many U.S. companies con- can use existing materials by scanning photos or negatives, and then incor-
duct business outside the porate them into new documents.
United States, which requires
employees to communicate Other uses for scanning technology include copying documents. For
using this software. What are some smaller companies, this is a worthwhile alternative to purchasing an
the implications of this for you expensive copier. Larger companies can make use of scanning technology
as you face employment with to create document archives for business documentation such as past
companies that do business invoices and order requests. With the use of an auto-feeder, multiple docu-
globally? ments can be scanned and archived, providing a secure storage alternative
to hard copies stored in filing cabinets.

136 Chapter 6
 Personal Digital Assistants
As our need to be independent of the physical workplace grows more and
more, developers are continually looking for ways to expand the computing
power of the workplace into the mobile arena. One way companies have
developed this is through the creation of the personal digital assistant, or
PDA. A PDA is a handheld device that incorporates many features found in
personal computers, such as computing, telephone and fax features, and the
ability to link them up to other computers. A PDA can combine functions so
as to become a cellular phone, e-mail messaging device, and personal orga-
nizer. Whereas a laptop computer uses a keyboard, a PDA uses a stylus that
recognizes handwriting.

Newer PDAs have keyboard attachment options. In this way, users can
link their PDAs to their desktops, and move documents freely from their
workstations to the PDA devices.

Other types of PDAs can perform various computing functions and link
NOTES |
to a user’s main workstation via a docking station to share files and infor-
mation for use away from the office. With the addition of smaller wireless PDA I
modems, PDAs can now be used in various capacities from smart digital A personal dighr =
assistant is a handheld
cellular telephones to wireless Web browsers. Through the use of PDAs, portable computer
businesspeople can stay connected to their offices via portable and versa-
tile devices that offer a great alternative to laptop computers.

PDAs in the Workplace

PDAs are continuing to sprout up in all areas of business. In many business
environments, workers and management alike must fill out hard copy forms
to keep company records. Through the use of a PDA, workers can record
information in a format that can be utilized by a personal computer. For
example, in the executive air service industry, both ground crew and pilots
often use PDAs to coordinate the paperwork related to getting a chartered
flight to its destination. Everything from pre-flight checks to travel plans of
passengers can be handled on a PDA, and accessed at a moment's notice.

Real estate agents use PDAs as well, as they,are often out of the office on
client calls and often do not have a continual link to the office. Real estate
© Glencoe/McGraw-Hill

agents make use of PDAs to store, retrieve, and display photographs of prop-
erties to be viewed by clients. They also make use of spreadsheet applica-
tions such as Pocket Excel that can calculate the exact monthly payment a
client would have to make based on the terms of their mortgage and their
initial down payment.

For professionals who constantly need access to information but do not

Copyright

have the luxury of a desktop computer in their work environment, PDAs are
a welcome addition to their work situations.

Voice Mail
Voice mail has become a standard in most offices. Before leaving a message
for someone on voice mail, you should organize your ideas. You may find it
helpful if you make a few notes before leaving your message. Because most

Using Technology to Improve Communication 137

 voice mailboxes have a limited recording time, your message should be
NOTES Fr clear, complete, concise, and direct. Spell out difficult names and give num-
ad
bers slowly. You should always include your phone number in your message.
On the Move
> ae

Laptop compul€fS*===_———=
and PDAs offer flexibility
and convenience in accessing
Other Workplace Devices and Technologies
information from locations In addition to computers, scanners, fax machines, and PDAs, offices use a
outside the office.
variety of “auxiliary technologies” to perform various business functions.
With the advent of the laptop computer, workers were no longer tied to the
office. The creation of a portable computer made several jobs much easier.
Now salespeople could take their product and market data directly to the
client site. Workers now could perform computations for various business
applications in the field, as opposed to collecting data that had to be input
into a computer back at the company office. Laptops allow for complete and
functional business mobility.

The digital age has also spawned such devices as digital still and digital
video cameras. These photographic technologies that were once exorbitant
in price are now accessible by professionals from all walks of business life,
from the corporate level down to the small business owner. Individuals now
can capture still and video images for incorporation into training, market-
ing, and promotion materials, in videos and low-cost print production.

Business professionals are also now able to use low-cost printers to meet
their needs for creating business documents from computer applications.
At one point, printers were expensive, cumbersome machines that cost
thousands of dollars to purchase and maintain. In today’s workplace, indi-
viduals make use of low-cost laser and color printers to produce a wide vari-
ety of forms and documents. Whereas earlier printers required technical
support from the manufacturer, current printers are virtually maintenance
free, normally needing only regular cleanings and reloadings of ink.

Many devices that are part of the contemporary working office have
greatly increased efficiency and mobility, as well as the ability to use differ-
ent modes of communication. In the next section, we'll take a look at a com-
munication meditim that has revolutionized how we conduct business and
interact with other people: e-mail.
Copyright © Glencoe/McGraw-Hill

Checkpoint 6.1

1. In your opinion, what is the greatest contribution computers have

made in the workplace?
2. In your mind, which is the most useful computer-based tool in the
office—the personal computer, fax machine, scanner, photocopier,
or personal digital assistant?
3. In your experience, what are some benefits and drawbacks of wire-
less technology?

Chapter 6
 THE INTERNET: KEEPING THE
WorRtpo CONNECTED

At this point in history, it is getting difficult to remember what our world was
like without the Internet. In a typical workday many of us send scores of
e-mail messages in order to communicate with one another and spend
hours searching for information on the World Wide Web. Whether transmit-
ting weekly sales reports to your sales staff, asking for information from
another company, or sending your résumé to apply for a job, people have
made the Internet a common addition to existing modes of communication.

information Services and the Internet

You may have heard the term information highway. This term accurately
describes what is available to the writer through the computer and the
Internet. The Internet is nothing more than computers around the world
that are linked together to form an enormous network. Using your computer
modem, you can access an Internet Service Provider—a company with a
server that is connected to other computers that form a network. Then you
will use a browser (software such as Netscape Navigator® or Microsoft®
Internet Explorer) to help you move around on the Internet and perform
searches. Or you may use commercial online services that provide access to
the Internet for an hourly and/or monthly fee. You may subscribe to services
such as Prodigy, America Online (AOL), or CompuServe (a subsidiary of
AOL). By using any of these services, you can research information on topics
such as news, sports, entertainment, airline reservations, and travel tips, to
name a few.

How do you use information services and the Internet? You dial into your
Internet Service Provider, such as AOL, access the Internet, and search for
information around the world. Because you are connecting only to your
local service provider in most locations, there are no long-distance phone
charges. You do pay a nominal monthly or annual fee to your provider to
connect to the Internet.

A vast amount of information is on the Internet, and it is increasing each

Tinie 6.2
Copyright © Glencoe/McGraw-Hill

day. For example, if you need information on a current event that has
affected a financial situation, you can research the information on the Discuss: How do you think
Internet. If you need to know a ZIP Code, the ZIP Code directory is online. businesses best use the
Internet? What would be com-
Phone books for every city in the United States are available, too, and all
mon types of information a
major and many smaller newspapers are online. With the Internet, up-to- business might need to locate?
the-minute governmental, legal, scientific, and business information is
available to you with just a few keystrokes on the computer.

How E-mail Works

E-mail is one of the earliest uses of the Internet. In the early days of the
Internet, it was used by researchers and government agencies to send mes-
sages back and forth regarding the status and development of research and

Using Technology to Improve Communication 139

 government projects. In the contemporary use of e-mail, applications such
as Microsoft® Outlook and Lotus cc:Mail® allow you to view, organize, and
store e-mail messages for viewing and use at another time. Though the form
of the e-mail may have changed a bit since its inception, the basic concept
of how e-mail works has changed very little.

In order to send and receive e-mail, you must use some type of e-mail
client, as was mentioned previously. This allows you to compose and send
messages either in plain text or in the form of an image file, such as HTML.
You address your message just like you address a regular mail letter, but
with the recipient’s e-mail address, which is a combination of his or her
username and domain name. The username is the part that identifies who
-€ internet
Bit
the recipient is within the domain, whereas the domain name is the name
of the site or domain that the message will be sent to. In an e-mail address,
E-mail Connection
the @ symbol is used to separate the username from the domain name.
\f e-mail capabilities are
available, e-mail messages to Therefore, if your name is Jane Doe, and your domain name is janesweb-
your classmates and to your site.com, then your e-mail address would read perhaps something like
instructor. [email protected]. The username configuration is the choice of the
domain administrator, so other format options such as j.doe or j_doe
instead of just jdoe may be used.

Whether your e-mail exists as part of your company infrastructure or you

are linked to an Internet Service Provider, both systems make use ofa mail
server. A mail server is a computer that is responsible for routing e-mail
messages from your domain to other addresses throughout the Internet.

The Rules of Etiquette

This section will take a look at some of the rules of etiquette that apply to e-
mail in both a business and personal context.

For starters, unless it's agreed upon otherwise, e-mail messages in a busi-
ness context should be kept somewhat short and concise. You want to get
your message across, but you want to do it without rambling on unnecessar-
ily. Make sure you get to what you're saying, and that you're clear in saying it.
Other basic rules yeu should follow in your e-mail communication include:

e Fill in the subject line.

Copyright © Glencoe/McGraw-Hill

* Follow the rules of grammar, spelling, punctuation, and capitaliza-

tion as with other written communications. Proofread as you would
any written communication before you send it.

* Keep your messages on a “need to know” basis. Send a message only

to those persons who should receive the information.

* Do not use e-mail for security-sensitive materials unless steps have

been taken to protect messages via coding, etc. Also, remember that
NOTES f
e-mail is not confidential.
Watch Your
Language = ¢ Remember that many companies have instituted e-mail policies that
ey

€-mail messages are state that e-mail is to be used for business-related purposes only.
not confidential. If the message
e Use the seven Cs of effective communication when writing your
e

is deleted, it is still in the system

message.

140 Chapter 6
 e Try not to overuse punctuation. If you have a need for emphasis, let
your words take care of it. Otherwise, your sentence will look like you goto
are yelling (Like this!!!!!).
Using Abbreviations. Because e-mail is a rapid form of communication, Activity 6-1
abbreviations are commonly used. This being said, you should probably To test your skills,
keep their use to a minimum. Things like FYI (for your information) and
BTW (by the way) are perfectly acceptable. You may be able to get away with
such usages as TTYL (talk to you later) if you assume the recipient is rela-
tively e-mail-savvy. It probably is best to avoid lengthier abbreviations such
as TNSTAAFL (there's no such thing as a free lunch), and ROTEL (rolling on
the floor laughing). These might do nothing but confuse the person you're
trying to impress.
NOTES
The Use of E-mail Threads. E-mail works best when you send something to
someone and get a reply. Often that reply will cause you to think of another Emoticons
thought, and so you reply as well. You wouldn't start another e-mail, because Small symbols
have been created
the line of thinking is within the original message. This cycle of e-mail and
for use in e-mail that
response is known as a thread. You traditionally don’t want to break the thread provide indication about
of thinking within an e-mail, because it then is hard to follow the line of think- someone's state of mind, and
ing that has been created from several e-mail exchanges. Therefore, try to are also often humorous.
-) smiley
keep the same line of thinking within the same thread. If it’s a new thought or
--) wink
query, you may then go and start a new message with a new subject line. -( frown
-D surprise
Flaming. A flame is an e-mail version of a verbal attack. It is usually a reply ‘-/ bewilderment
to an e-mail that you have sent that was not received favorably. Oftentimes, -} sneer
flames are generated when the sender of the message did not truly intend to +O loud sound
-P cynical smile.
step out of line. If you for some reason respond with a flame of your own,
then you and the recipient will be engaged in what is known as a flame war,
which are volleys of insults and general meaness that get thrown in each
other's direction. No one wants to engage in this type of verbal exchange.
Therefore, use common courtesy and a sense of restraint when using e-mail
to communicate; following the basic rules of written and verbal politeness
should suffice.

;
g Logging On. What are the legal/ethical ramifications of employees
3 using the Internet for personal use during business hours?

:os
=
S
= Making the Most of E-mail
S Most people would think that the use of e-mail is limited simply to sending
and receiving messages. Whereas this may have been the case in the early
days of e-mail, it is no longer that way. With newer e-mail applications, users
can perform a number of tasks and make additions to messages so as to bet-
ter communicate. In this section, we'll take a look at some of the features of
e-mail that increase its messaging functionality.

Using Technology to Improve Communication 141

Tiidieg@ap 6.3 Using Attachments
Though you can send e-mail messages back and forth to other people, you
Discuss: Do you think e-mail can also include separate documents or files along with the e-mail. This add-
will someday replace the cur-
rent postal system?
on file is called an attachment. By adding attachments, you are able to send
all types of files and electronic images to the recipient of your message.
Sending attachments back and forth is a great way for businesspeople who
are in multiple locations to collaborate on projects and to cut down on tra-
ditional mail and shipping costs.

Utilizing the Mailbox Feature

Mailboxes are features that are unique to each e-mail client. Through the use
of mailboxes (like In/Out boxes on your real desktop), you can organize your
incoming and outgoing mail into different files for retrieval when you need
them again. You can compose a message, then store it in your Outbox mail-
box to be sent when you are ready, or perhaps the next time you connect to
the Internet. Most newer e-mail applications come with default mailboxes,
such as an Inbox, an Outbox, and a Deleted Items folder. In addition to these,
you can create and name your own mailboxes so as to create your own sys-
tem of organization.

Implementing Filters
In a business environment where several messages can come and go every
day, it’s often hard to keep track of it all. Through the use of a filter, you can
automate the way that the e-mail application keeps track of your messages
according to parameters that you set up yourself. For example, you can
set up a filter that sends any e-mail with a particular subject line directly
to the trash. You can also set up a filter that will forward a copy of every
e-mail with specific words in the subject line directly to a colleague or
coworker, You might also want to flag certain messages that arrive from
certain people or route them directly to a particular folder. As you receive
more and more mail, filters will help you organize your messages quickly
and efficiently.
Copyright © Glencoe/McGraw-Hill

Address Books
be
NOTES In addition to the previously mentioned features of e-mail, most e-mail
be
Punctuation applications include a feature known as an address book. An address book
tte
Alert allows you to keep a list of the e-mail addresses of your contacts, friends,
Use exact punctuation when and coworkers. This saves time in that you don't have to type out the
keyboarding an e-mail address.
address of each individual every time you want to send a message. In most
programs, you can highlight the name of the person and then click a but-
ton or drop down a menu that will add that person to your address book.

If you want to address an e-mail to someone who is in your address

book, you simply open a new message and click on the To: area; the
address book will open, allowing you to choose the recipient from your
address book. It’s that simple!

Chapter 6
 Creating and Using Mail Lists
Another important component of the address book is the ability to create a
mailing list. A mailing list is a group of e-mail recipients that you might need
to send the same message to at once. To create a mailing list, you simply type
an entry in your address book, named something like Sales Staff, for
instance, add all the appropriate e-mail addresses to the Address field, and
then save the list. When you want to send a message to all the people on the
Sales Staff mailing list, create a new message, address it to the “Sales Staff”,
and press Send, and they will all receive it.

The idea of mailing lists also extends to the Internet. Mail lists, or Discussion
lists, as they are sometimes called, are a mail format where you can share
information, request advice, and get opinions on particular topics from a
variety of individuals. These lists are organized by subject, from cooking tips
to gardening to just about anything.

Checkpoint 6.2

1. Do you think e-mail etiquette is useful?

In your own experience, what is the best characteristic of e-mail?
3. What new communication technologies can you imagine for the
future? Suggest a new type of technology that you would like to see
in the workplace.

UsING APPLICATION TECHNOLOGY

Though advances in business-related applications such as Microsoft®

Office have been significant over the years, many individuals do not realize
the power and capability that these products have. In the next section, we
will look at how you can use various business-based applications and prod-
ucts to meet your needs in the workplace.
Hil
Copyright © Glenooe/MoGraw

Word Processing
Word processing applications are some of the most popular applications
that individuals use with a computer on a day-to-day basis. In the world of
business, people use word processing software, or word processors, to cre-
ate business documents, fax covers, newsletters, and even Web pages. Using
word processing software such as Microsoft® Word, users can make docu-
ments that look visually appealing and professional. Word processing soft-
ware has become quite sophisticated—writers can now use a spell checker,
a thesaurus, and a grammar checker to help produce writing that has fewer
errors. Now instead of plain black text on white sheets of paper, word pro-
cessing documents are dynamic pages that can contain different types of
media content.

Using Technology to Improve Communication 143

 To begin, word processors can use a variety of fonts, text styles, and col-
ors to make documents more understandable and visually appealing. Most
word processing software now allows you to embed clip art and other types
of graphical images directly into your document. This type of feature makes
the production of newsletter publications, annual reports, and diverse
types of documents possible with little extra cost. In addition, audio and
video clips can be embedded directly into most word processing docu-
ments. Word processing has come a long way from the time when its sole
purpose was to produce simple black text documentation.

Software Piracy. A fellow employee comments to you that he has

received the latest version of Microsoft Office software for his
office computer. He tells you he took the software home and put it
sep ua lL r tE on his home computer so he can do some of his work at home.
es /
) Company policy is that employees may not violate license agree-
ments pertaining to computer software; therefore, they may not
copy software, under threat of termination. What are the legal and ethical issues involved in this situ-
ation? Should you report this incident knowing it could cost your fellow employee his job?

Spell Checker
Spell checkers help writers check their spelling. Software manufacturers
have continued to improve spell checkers by increasing the size of their dic-
tionaries, adding antonyms and synonyms, and identifying the words as
nouns or verbs for the writer.

Even though you will use the spell checker when using your computer,
Tiina 6.4 you should strive to maintain excellent spelling skills. You can’t be sure that
you will never have to write something without your computer, and many
Discuss: Because of rolling
blackouts, your workplace has times your supervisor or a coworker may ask you how to spell a word. Here
gone several days without elec- are three simple suggestions that will help you maintain spelling skills when
tricity. How much of your job you are not using a computer:
can you accomplish without
power? Should a company be
1. Check each word carefully.
able to function without the
lights on?
2. Consult a dictionary when you are unsure of how to spell a word.
Copyright © Glencoe/McGraw-Hill

3. Keep a current list of your personal spelling demons. Memorize the

correct spelling of each word on your list.

Remember, a spell checker can only check for misspellings; it cannot

check for misuse of words. For example, you may wrongly use effect instead
of affect in a sentence. However, the spell checker will not point out the
error because the word is spelled correctly.

Thesaurus
The thesaurus assists the writer in thinking of that “right” word by offering
synonyms—words that have the same or nearly the same meaning. The the-
Cc

saurus also lists antonyms—words that have an opposite meaning.

144 Chapter 6
 Grammar Checkers
Writers have always needed references to verify spelling, grammar, punctu-
ation, capitalization, and word usage. With the increased use of computer
and word processing programs, rapid checking of spelling, grammar, and
the like became necessary. Word processing manufacturers quickly saw this
need and incorporated spell checkers and grammar checkers into their var-
ious programs. For example, Corel® WordPerfect contains the grammar
checker Grammatik® as one of its tools. Grammatik checks for a number of
writing problems, including the percentage of passive sentences, and rec-
ommends that writers use no more than 10 percent passive sentences.

Similarly, Microsoft Office contains a spell checker and a grammar

checker in its word processing programs. By default, as you are keying a
Word document, for instance, the program automatically checks spelling
and identifies any misspelled words or words that are not in the program's
dictionary, such as proper names. The program also identifies grammar
errors as part of the spelling and grammar checker tools.

Outlining on the Computer

Making an outline helps you organize your writing so that your thoughts will
flow easily from idea to idea. Many writers say developing an outline is the
most difficult part of writing. You can create an outline quickly using brain-
storming techniques and keying your outline directly on the computer. You
can use the cut-and-paste feature of word processing software to make
changes quickly and easily to your outline.

Most word processing software offers an outlining feature as part of the

program. Other software, such as PowerPoint®, a presentation program,
also offers an outlining feature. With this program, you can create slides or
overhead transparencies; the program automatically creates an outline
based on the transparencies. Using the outlining feature of any program
helps you organize your ideas quickly into a logical sequence.

Suppose your company is short of parking space. You are asked to pre-
pare a proposal that would identify what information is needed to solve the
problem and some possible solutions. An outline is the best place to orga-
Hil
Copyright © Gienooo/Motiraw:

nize your ideas before you begin writing.

Here is how your proposal outline might look:

|. Information needed

A. Parking lot measurement

B. Number of present parking spaces

1. Regular

2. Physically challenged

3. Privileged

Using Technology to Improve Communication

 C. Number of employees presently using lot

D. Number of employees who carpool

E. Number of entrances and exits

ll. Possible solutions

A. Restripe all of the present lot for standard-size vehicles

B. Check other close locations to rent or purchase parking space

C. Restripe present lot to accommodate varying sizes of vehicles

D. Purchase land and build a new parking garage

E. Provide incentives for carpooling

F, Adjust work schedules to eliminate crowding

You'll notice that the ideas are arranged in a logical sequence in the out-
line. For example, ideas that relate to the information needed were listed
under that topic, and possible solutions were listed under that topic head.

Spreadsheet Applications
Before the advent of spreadsheet applications, keeping records and inven-
tories was a tedious task. Organizing ledger sheets and inventories into sec-
tions of rows and columns was a time-consuming task. With spreadsheet
software, this format has been automated. In addition to storing and view-
ing data, spreadsheet software can be configured so that calculations are
performed on the various cells within the spreadsheet. This provides a pow-
erful tool for businesses that need to keep track of such things as inventory
items, pricing, and other types of tabulated information. In addition to stor-
ing and organizing information, spreadsheets offer the user the ability to
calculate data and then recalculate data if parameters have changed within
the spreadsheet file. For example, a small shop owner can track his weekly
inventory using a spreadsheet. At the end of each workday, he can generate
a new spreadsheet that shows him what has been sold, what's left, and what
Copyright © Glencoe/McGraw-Hill

will need to be ordered at the end of the week.

In addition to storing and calculating data, spreadsheets are also good

for charting data. Spreadsheet programs can take the row and column data
that you have and make a visual representation in the form of line charts,
column charts, and pie charts. This is a great asset for businesspeople who
need to see financial and fiscal information in graphic form.

Database Applications
Before the advent of the computer, most databases were kept in a hard copy
format, often filling many rooms within a business. A good example of a hard
copy database would be the old Dewey decimal classification system that is
ce

still used in some public libraries.

146 Chapter 6
 A computer database is a collection of information that is stored in a way
that can be accessed, retrieved, and manipulated. Within database software,
information is stored as records in individual tables. A field would represent
one particular aspect of any database record. For example, a large superstore
might use a product database that contains all the products they purchase
from other vendors. The fields in each product database record might con-
sist of information such as the item’s SKU number, description, the number
of units of that item currently in the store, the wholesale price, and the retail
price. If other information is required, then the database software can be
reconfigured to accommodate other fields.
Data of this type can be queried, which means that the user of the data-
base can search the database for specific information. If a superstore wants
to find out how many fireplace inserts they sold in the month of January,
they can configure the database for that type of query, therefore having that
information on hand when it’s needed. Databases are a great tool for keep-
ing track of large numbers of items or people.

Presentational Applications
Presentational Applications, such as PowerPoint, allow you to create presen-
tations, which can be used as graphics to illustrate information and concepts
to a group. Presentation applications are the next logical step in presenta-
tional aids such as overhead projectors and slide film projectors, incorporat-
ing aspects of these earlier aids into its new format. This type of software
produces a document that is typically known as a slide show. A slide show is a
collection of presentation files, or “slides,” that come together to form a pre-
sentation. Each slide is a stand-alone entity within the group and can display
different types of text, graphics, or embedded audio or video clips.

Presentation software combines features from other software, such as

word processors and spreadsheets, so that information can be shown in
different formats. For example, a presentation may consist of an outline
that the readers can follow while the presenter speaks. A presentation
application can also incorporate statistics, either in the form of straight
numbers and text or, graphically, in the form of column and pie charts.

In newer versions of presentation software, the slide show can often be

saved as an HTML document, which then allows the presenter to post his
presentation to a Web site so that others can come to a specific Internet
address and view the contents of the presentation. Presentation software
extends a businessperson’s ability to communicate to large groups by inte-
grating several different formats of information into a single production.

Personal Information Applications

Personal Information Applications incorporate various tools for com-
municating to other individuals in a workgroup. Software of this type usu-
ally includes note pads, address books, and calendars. Some of the more
frequently used types, such as Microsoft Outlook and Lotus Notes,

Using Technology to Improve Communication 147

 incorporate e-mail into their suites as well. This integration of typical
desktop communication devices enables the workers to be organized and
stay connected to their peers and workgroups.

For example, many versions of collaboration software come with

appointment calendars. This allows employees to keep track of specific
days and times for meetings and appointments. Often software of this
type is stored on a central computer, so that colleagues can make appoint-
ment requests for others. The software checks the appointment calendars
of those who are requested to attend a meeting, then finds an appropriate
date and time based on everyone's schedule. No longer do businesspeople
need to make so many attempts to arrange or check on a meeting time.
This relieves the pressure of setting up the meeting, because meeting time
setup is automatic.

Software of this type can often be synchronized to a PDA, which allows

workers to take their contacts, note pads, and appointment books with
them, so they can keep up to date on meetings and appointments while
away from the office.

USING TECHNOLOGY TO IMPROVE YOUR WRITING

Communicating effectively through writing means producing communica-

tions that are error-free and that meet the highest professional standards.
Business professionals and support personnel, therefore, must develop the
composing, editing, proofreading, and formatting skills necessary to pro-
duce such communications. Advances in office technology have placed
increased emphasis on these skills, which are required for job success.

Taking Responsibility for Errors

If you do your own composing, editing, and proofreading, you are responsi-
Copyright © Glencoe/McGraw-Hill

ble for any errors in your final product. Even though a support person might
proofread your writing, you are the person who will sign the document—and
the impression the communication makes on the receiver reflects on you,
the signer. Because the first impression can often be a lasting impression,
you should always strive for error-free copy.

Edit or revise your communications while they are in rough draft form.
This process involves more than correcting spelling, grammar, punctua-
tion, and similar errors. Editing requires looking at a written communica-
tion critically to see if revising the content or the way it is organized will
improve it. Proofreading requires checking the final copy to make sure it is
free from any errors. Check your communication for positive tone, and use
your checklists from previous chapters to be sure that you are using the
©

seven Cs of effective correspondence.

148 Chapter 6
 Editing the Message
Written messages that contain incorrect facts, figures, dates, and even more
serious errors are sent and received every day. Avoiding these and other
errors in written communication is a matter of knowing the rules of lan-
guage use and of developing editing and proofreading skills. A document
should be edited carefully before a final copy is prepared.

Follow these guidelines to edit your message:

¢ Pay careful attention to details. For example, check spelling of names,

references to dates, money amounts, room locations, and so on.

¢ Read the message for meaning. Consult your planning notes to check
for accuracy of information.

¢ Check tone and style, using the writing principles you learned in
Chapters 1-5.

¢ Use proofreaders’ marks to mark corrections. Refer to the inside front

cover of this text for a list of proofreaders’ marks. Mark all changes
using a contrasting color of ink; use a different color for each revision
so that you will not get confused when making the changes.

Proofreading the Message

Many writers say they have to print a hard copy of their communication to
proofread thoroughly since proofreading on the computer screen can be dif-
ficult, especially ifa document is lengthy. Errors in spacing, for instance, are
easy to miss on the computer screen.

To proofread a document thoroughly, use the following procedures:

41. Spell check the document.

2. Proofread the document on the screen from beginning to end.

3. Use the View, Zoom, or Print Preview feature on your computer to

check placement of elements on the page.
OCopylght @ Glenooe/MeGiraw Hill

4. Run the grammar checker if it is a separate feature in your word

processing software.

goto
5. Print the document and proofread the hard copy.

6. Check for grammar, spelling that the spell checker could miss, cap- AM aw
italization, number usage, and punctuation. Check for numbers
such as street addresses and ZIP Codes, when appropriate. Activity 6-2
To test your skills.
7. Look for confusion of similar words, such as to, too, two; quite,
quiet; its, it’s; your, you're; led, lead; hear, here; by, buy; there, their.
Refer to Chapter 2 and review the sections on word choice.

8. Watch for transposition of letters within a word, such as from for form.

8S. Check for transposition of words in phrases, such as it if is for if it is.

Using Technology to Improve Communication 149

 10. Check for omission of words, of phrases, of spaces between words,
and of one ofa pair of commas, dashes, quotation marks, or paren-
theses. Check for broken paragraphs, especially at page breaks. 4
Check hyphenated words to be sure that they are divided properly Ww
at the end of lines.

The best way to proofread is to scrutinize every detail of every part of

your document. Remember that proofreading is not the same as reading;
you must pay attention to small details. Be certain to compare a corrected
printout to the original edited version to be sure all revisions have been
made and no new errors have been added.

You would be surprised how many business letters are mailed without
; dates or signatures because of carelessness. Proofread the final copy to be
sure it is free from any error before you send it to the receiver. Reading a
document aloud is a good proofreading technique to detect errors and
check for readability.

CHAPTER 6 SUMMARY

In this chapter we have covered various facets of computing and business

technology that apply to the workplace. In the first part of the chapter, we
looked at several typical and contemporary pieces of office equipment and
technology. These included the computer, fax machine, scanner, and PDA. Ww

We then moved on to the Internet and to an in-depth look at e-mail, the

details of how it works, and the rules of etiquette for communicating online.
Finally, we ended with an overview of various business applications. We cov-
ered the use of word processors, spreadsheets, databases, presentational |
applications, and personal information applications, and reviewed some tips
for proofreading the documents you create when using these technologies.

Copyright © Glencoe/McGraw-Hiill

fees
Fa

150 Chapter 6
WORKPLACE
EL ae EE bs - qu ette

Etiquette is the set of recognized guidelines for behavior in social situations. It

is more than the rules that explain which fork to use or when to put your white
shoes back in the closet. Etiquette provides guidelines for living in a chaotic
world. In the business world, etiquette is still important, despite the practice
of casual Fridays. It reminds us to be courteous, to put our best selves for-
ward, and to be thoughtful and respectful of our coworkers and customers.

Rules of Interaction
Business etiquette is a set of guidelines for navigating the workplace. Anyone
who works comes into contact with other human beings, either in person,
through writing, or over the Internet or telephone. Any situation that calls for
contact with another person is one in which business etiquette can help. The
tules of etiquette call for your awareness of yourself as an individual and as a
representative of your company or product. You always want to make a good
impression, and etiquette can help.
Etiquette guidebooks offer tips on how to manage your appearance and
modify your behavior so as to make the best impression possible. They stress
the importance of good grooming, thoughtful habits, and cultural customs.
Although it may be tempting to dismiss the rules of etiquette, it is impor-
tant to remember that demonstrating good manners is always in style. When
you show yourself to be a mannered and polite person, you make a positive
impression on the people you meet and work with. They perceive your good
manners and courteous behavior as a sign that you are an intelligent, decent,
respectful, and, above all, trustworthy individual. And they will probably want
to work with you on a regular basis. No amount of advertising can buy that
kind of public relations.

s repre-
Situation: You are a sale
Thinking L sentative who has traveled to
Critically meet with a potential customer.
” * The customer keeps you waiting
and then takes a phone call dur-
ing your presentation. When you finish, he tells you that he has
never been impressed with your company’s products.

Ask Yourself: How would business etiquette help you

manage the situation? What would you say to the customer?
How could the customer improve his own behavior?
66 The first impression is ou have studied the principles and techniques of effective business
a lasting impression. 99 V ennai at work in the previous chapters. Before looking at spe-
—Unknown cific types of business messages, think about the first impression when the
recipient opens your message. How does the message look? Does it look as if
a professional prepared it?

Computers and technology have changed the way we format business

messages. Many word processing software programs come with several dif-
ferent templates for memos and letters. In this chapter we'll look at appro-
priate formatting for business messages.

FORMATTING Memos

Written communications within a business organization are called internal

memorandums or memos. In many organizations, particularly large ones,
memos exchanged internally far outnumber external letter communications.
In all organizations, in-house memos are vital to efficient operations. Every
memo has a job to do, whether it’s a simple reminder or a persuasive request.

The memo is valuable for internal communications because a memo:

Ss
° Carries a special informality (because both writer and reader are part
NOTES i of the same organization).
Time Savers
¢ Provides a written record (unlike a phone call).
Using memos fo
interoffice communication * Can be delivered instantly by electronic mail or facsimile or delivered
saves time. by hand.

Memos save time. They use a simple format, which is designed to be effi-
cient and productive, and they do not require the formality of an inside
address, salutation, or complimentary closing. By using this simple format,
the writer can concentrate on the content. Memos are not typed on letter-
head stationery. Often plain paper or preprinted forms can be used rather
than expensive letterhead paper.

Memo formats vary from organization to organization. A standardized

Copyright © Glencoe/McGraw-Hill

format isn’t necessary since memos are sent only to people within an orga-
nization. Look at the format of the memo shown in Figure 7-1.

Types of Memos
Most organizations prefer to use 81/2- by 11-inch paper. All correspondence
will be the same size and will, therefore, be less likely to get lost in the files.

Plain Paper
Since most organizations now use computers, the trend today is to print
memos on plain paper. To set up the memo the easiest and fastest way on
plain paper, follow these guidelines. Refer to Figure 7-1 for an example of a
ec

memo printed on plain paper.

156 Chapter 7
 Figure 7-1
Memo formats
“ may be set up
& ) according to an
- organization’s
guidelines.
Heading _|
Pe MEMO TO: Bea Abernathy
Guide Public Library Director

Words FROM: Phil Courson 2¢

Long-Range Planning Team Chairperson

DATE: February 7. <YEAR>

SUBJECT: Update of Long-Range Plan

Body As you requested, the Long-Range Planning Team has met and reviewed the current
Purpose long-range plan. We have developed a list of possible ideas to update the document. A
ee copy of this list is enclosed.

Message In the list of proposed ideas for updating the library's long-range plan, we specifically
= addressed some of the board's concerns about cost savings and alternative income
sources. We also looked at staffing concerns--especially replacements for retirees in the
next five years and the urgent need for an additional full-time reference librarian.

Conclusions The next step in the long-range planning process will be to meet with you and the
department heads to discuss our preliminary ideas. I will phone you early next week
about scheduling this meeting.
Reference initias 4-_ a,
Enclosure notation —-——_ Enclosure

¢ Use the default side margins. Usually the side margins are 1 inch or
Copyright © Glencoe/McGraw-Hill

»0e/McGraw-Hill

11/4 inches (6-inch or 6!/2-inch line).

* Position the insertion point approximately 2 inches from the top of

the page. Most word processing programs have a 1-inch top margin.
© Gle

¢ Double-space the guide words in the heading (MEMO TO:, FROM:,

DATE:, SUBJECT?) in all-capital letters at the left margin. These guide
Copyright

words are in bold type to make them stand out from the other text.

* Insert a colon after each heading guide word.

* Tab once after the colon following each heading guide word.

Using capital and lowercase letters, key the addressee's name, the
we
Cc

sender's name, the date, and the subject on the appropriate line at
the tab stop.

Formatting Business Messages 157

 Templates
Most word processing programs offer the following:

¢ Achoice of templates (style sheets) for memo forms

* The capability of creating and storing your own template

¢ A“macro” feature with which you can create an electronic memo

form, including the heading text and tab stops. A macro feature pro-
vides a series of steps, which are executed in order when the feature
is activated or the key is pressed.

An example of a template from a popular word processing program is shown

below in Figure 7-2.

Preprinted Paper
Most organizations no longer use preprinted memo forms since keying text
from a computer onto preprinted forms can be time-consuming. If a com-
puter is being used with preprinted forms, the person keying the memo
would need to create a custom template that would help with aligning the
appropriate information after each printed guide word in the heading.

Figure 7-2
Templates from word processing
software can be used for
creating memos.

Memorandum

To: [Click here and type name]

ce: (Click here and type name}

From: [Click here and type name]

Date: 8/I4/<vEAR>

Re: [Click here axl type subject]

How to Use This Memo Template

Copyright © Glencoe/McGraw-Hill

the File menu. In the Save As

s¢ it, choose New from the Fil

158 Chapter 7
 Side margins—equal distance from the left and right edges of the
paper—should be included that would align the lines attractively with
either the guide words or approximately 0.25 inch from the colon following
the longest guide word.

Parts of aMemo
~

A memo has two main parts: the heading and the body. NOTES Hs
First Things First i
Heading The memo hea =
Organizations often have a standard format for supplying information found lists the addressee,
in the heading. However, all memos should contain the following minimum writen dates eet
information in the heading:

MEMO TO: DATE:

FROM: TO:
or
DATE: FROM:

SUBJECT: SUBJECT:

If your organization has several divisions or offices in more than one loca-
tion, the heading may also include information such as the following:

DIVISION: on DEPARTMENT:

LOCATION: or FLOOR: orn BRANCH:

PHONE: or EXT:

As we will see, the different parts of the heading may be arranged in differ-
ent patterns and tailored to fit individual organizations.

MEMO TO: The name of the person or persons to whom your memo is being
sent is keyed on the same line as MEMO TO:. By using the heading guide
word MEMO TO:, you eliminate the need to key Memorandum at the top of
Hill
Copyright @ Glanooe/Madiraw

your paper. Memos may be addressed to:

© Glencoe/McGraw-Hill

e An individual

* Several individuals

¢ Adivision or department

¢ All personnel
Copyright

if your memo is being sent to a large group of individuals, the heading may
look better if you list the recipients’ names in a Distribution List at the end of the
memo (the heading shouldn't take up more than half of the page). In the exam-
ple in Figure 7-3a, the word Distribution after MEMO TO: is a part of the head-
ing. To list the names in a distribution list, double-space after the reference
imitials, attachment notation, or copy notation (whichever comes last), then key

Formatting Business Messages 159

Figure 7-3a
This request memo illustrates
proper format for a two-page Chatham <
memorandum. Medical Cente
Village Landing
Chatham, MA 02633 «

MEMO TO: Distribution

FROM: John R. Doran

Administration

DATE: September 15. <YEAR>

SUBJECT: Part-Time Employment and Early Retirement for

Nonprofessional Statf

The number of nonprofessional employees in relation to occupancy mates in each of

Chatham's three facilities is very high and costly. I need your suggestions about ways
to encourage early retirement or part-time employment for approximately 600 of our
full-time nonprofessional staff. Our professional staff is adequate in number. and the
present ratio of professional staff to occupancy rates is acceptable.

The key points brought out in the executive staff meeting last Thursday are
summarized here:

1, Chatham is experiencing declining occupancy rates in its three facilities. as are

other hospitals in this area and throughout the nation.

. Year-to-date through August, Chatham Central has a 77.1 percent occupancy rate;
tw

Chatham East, 75.7 percent; and Chatham West, 67,5 percent

These rates were in the 80th percentile in years past and are projected to decrease
we

even further by the end of the fiscal year.

. Changes in Medicare reimbursement policies. increasing trends toward insurance

*

co-payments, wellness programs, and outpatient clinics are some of the major
factors contributing to fewer hospital admissions and shorter stays.

TinidiagCap 7.1 Distribution: and double-space. List the names of the recipients in the order
preferred by your organization. For example, some organizations follow the tra-
Discuss: What are the ditional style of arranging the names first by rank, and then in alphabetical
advantages and disadvantages order. For simplicity, many organizations list all the names in alphabetical order
of listing names in alphabetical
order on a memo distribution regardless of rank. If space is tight, arrange the names in two or more columns.
list? In rank order?
When your memo is finished and copies have been made, highlight the
recipient’s name or place a checkmark on each copy beside the name of the
Hill

person who is to receive that copy. The memo shown in Figure 7-3b illus-
trates the copy of a memo intended for S. Myler.
© Glenooe/MoGraw-

Although courtesy titles (Mrs., Ms., Miss, and Mr) are generally omitted in
memo headings, business titles such as Vice President or Sales Manager may
be used in these situations:

¢ The addressee has several titles, and a particular memo pertains to

Oopyright

the responsibilities associated with only one of them

¢ The name of the addressee could be confused with that of another

employee (for example, Paula M. Martin and Paula N. Martin)

¢ The writer wishes to show respect to a superior

¢ The writer wishes to assure prompt and accurate delivery of the memo

160 Chapter 7

- _
 Figure 7-3b
Note that the names for the dis-
Distribution tribution list are in alphabetical
Page 2 order. The copy for each person
Sepember 15, <YEAR>
is checked off the list.
With hopes of avoiding layoffs next year, Chatham is urging employees to take early
retirement or go to part-time status. Currently, 1] percentof our workforce is
classified as part-time employees. We have to initiate a strategy that will double that
percentage, There are approximately another 200 employzes who are eligible for early
retirement options.

To continue on the present course will jeopardize not only the existence of Chatham,
but also the financial well-being of its many employees and the caliber of health cure
provided for this community,

Please give me your immediate feedback as to how we can achieve these necessary
goals through attrition instead of layoffs.

df 6_staff

Distribution;
J. Bergstrom
B. Bowles
M. Briglow
S. Craig
L. Dubea
C, Ervin
J. Hughes
J. Kider
E, Myler
S. Myler /
S. Schade

FROM: The writer does not use a courtesy title but may include a business
title, department, location, and/or phone number for identification pur-
poses and to facilitate a response.
DATE: The date should be written in full and not abbreviated or expressed
in figures. A complete date is necessary to prevent oversights and miscom-
munications, and it will prove helpful for future reference. In fact, some
organizations put the date line first in the heading.
Copyright @ Glerooe/MoGraw Hill

SUBJECT: The subject line serves as the title of your message and as an aid
Gopyright © Glencoe/MeGraw-Hill

in filing the memo for future reference. When writing a subject line, remem-
ber to do the following:

Be concise—use a phrase (not a complete sentence) that tells the

reader the content of the message.

Be specific—for example, don't use Marketing Information on all

memos written by the Marketing Department.

Capitalize the important words.

Omit a period at the end of the subject line.

Leave a triple space between the subject line and the body of the
memo.

formatting Business Messages 161

 Body
NOTES
The body of the memo contains the message. Follow these general guide-
The Body lines for preparing the body:
The body of the
memo contains the ¢ Leave one blank line between the heading and the body.
message and any reference lines:
¢ Single-space the body text, leaving one blank line between
paragraphs.

¢ Use block paragraphs (no paragraph indentions) to save time;

however, indenting paragraphs is permissible.

The reference lines on a memo are each placed below the message on a
separate line at the left margin in the following order:

1. Reference initials.

2. Attachment notation.

3. Copy notation (use c:, an abbreviation that means copy to). Some
authorities suggest and some offices use the abbreviation cc: that
means courtesy copy.

The reference initials are the initials of the person who keyed the docu-
ment. After the person’s initials, you may include the file name under which
the document will be stored electronically. (See Figure 7-3b.)
An enclosure notation indicates that another item, such as a pamphlet,
form, booklet, or other printed material, is included with the memo. An
attachment notation is used when something is physically attached to the
memo with a staple or paper clip. A copy notation is used when a copy of
the memo is sent to a third party who has an interest in the subject of the
memo. (Styles of reference initials, enclosure notations, and copy notations
are illustrated later in this chapter.)

Signing the Memo

Memos, like letters, should be signed before they are sent. The easiest and
quickest way for you to sign a memo is to write your initials after the keyed
name in the FROM: line.
© Glencoe/McGraw-Hill

Thinking Cape
FROM: Chris White
Discuss: Why should a
memo be signed at all? What Some writers prefer to have their names and titles placed at the bottom of their
are the advantages and disad- memos so that they can sign them just as they would sign a letter. When this
vantages of the two methods style is used, key the name four lines below the message, starting at the center.
of signing a memo that are
described here?
Copyright

... additional items for the September committee meeting at extension

4839.
Chis White
Chris White

162 Chapier 7
 OTHER TYPES OF INTERNAL MESSAGES

In addition to the traditional memo, there are many other methods of trans-
mitting internal written messages.

Preprinted Message Forms av

Activities 7-1 and 7-2
Information that is regularly collected as a routine office task is often recorded To test your skills
on preprinted message forms. Two commonly used types of preprinted
message forms are telephone message forms and routing forms.

Telephone Message Forms

Since every organization conducts business over the telephone, most organi-
zations routinely use a preprinted telephone message form. When taking a
telephone message, be sure to fill out the telephone message form com-
pletely and verify the following information while the caller is still on the line:
¢ Phone number. Always get the caller's phone number; verify it by
repeating it to the caller.

¢ Caller’s name. Ask the caller to spell his or her name (unless you NOTES P
know the name) and include both first and last names on the form. Taking
Messages
e Message. Repeat the message to the caller to be sure it is accurate.
When taking a phone
message, always repeat the
Routing Forms phone number to the caller
after you've written it on the
Sharing publications and other written information improves the communi- phone message form.
cation in organizations. Often, there is only one copy ofa publication or report
that should be circulated among a group of employees. In this case, develop a
routing form to attach to the communication. A routing form lists the names
of the people who should see an item. By glancing at the routing form, each
receiver can tell who still needs to see it. Usually, each recipient checks off or
initials the form beside his or her name before routing it to the next person.

Other Message Forms

Copyright © Glenwoe/MoGraw Hill
Copyright © Glencoe/McGraw-Hill

Other examples of message forms include the following:

° Service request forms—forms used to request a type of service.

These forms may be used to request photocopying, maintenance, or
other services specific to the company. The forms may be preprinted.

¢ Supply request forms—forms used to request a specific item. These

forms may request that an item be ordered either from the supply
room or requisitioned from an outside supplier.

e Attendance reporting forms—forms used to record absences or to

request a leave of absence or vacation time. Some companies use
preprinted forms for employees to initial or sign every day when they
report to and leave work.

Formatting Business Messages 163

 When a high volume of communications warrants it, an organization can
save time by developing preprinted forms to communicate information.
The key for successful use is to fill them out completely and accurately.

Informal Notes
Brief, informal messages that should be prepared quickly are often written on
small notepads. The notepads can be made of plain paper, but many organiza-
tions print notepads for their employees with a heading such as the following:

From the Desk of Jane Smith

A Note from Jane Smith
Jane Smith, Customer Service Department

Informal notes are usually handwritten, but they may be keyed. Like
other communications, informal notes should be signed and dated.

An informal note to a coworker is useful when the coworker is busy or

NOTES | away from his or her desk temporarily. Sometimes these notes are left pri-
be marily to get immediate attention since electronic-mail messages may not
Leave Your
Mark be read as quickly as a note will be seen. A typical informal message might
An informal note read Judy, I need to talk with you about the Bookwalter property.
should be dated and signed.
Another kind of informal note is the Post-it® note. Post-it notes are very
popular for writing reminders or simple instructions. Attaching a Post-it
note to a form that needs a signature is much quicker than writing a cover
memo.

Electronic Messages
Electronic messages include fax and e-mail messages.

Fax
Written messages that must be transmitted immediately from one office to
another are often sent through facsimile, or fax, machines. As you learned in
Chapter 6, a facsimile machine is an electronic scanner connected to tele-
en OF

Copyright © Glencoe/McGraw-Hill

phone lines that can transmit a facsimile, or copy, of a document quickly

i

from one office to another. A fax resembles a photocopy of a document, but

it is sent in a matter of minutes over telephone lines. When you fax a letter or
document, always include a cover sheet carrying information about the
transmission, such as the name(s) of the person(s) sending and receiving the
fax, the number of pages being sent, and the telephone and fax numbers of
the sender and receiver.

E-mail
Large organizations often use electronic mail for most of their internal com-
munications. Electronic mail, or e-mail, is sent over computer networks and
appears on the receiver's computer monitor on command. An e-mail mes-
sage uses a memo format. Many abbreviations and acronyms (initials) are
acceptable to save time. Review the specifics about e-mail in Chapter 6.

164 Chapter 7
 Figure 7-4
Companies often use forms like
the one shown to correspond
quickly.
INSTRUCTIONS TO SENDER: INSTRUCTIONS TO PERSON ADDRESSED:

A. REMOVE YELLOW COPY FOR YOUR FILE A. WRITE REPLY AT SOTTOM OF FORM.
8 REMOVE AND SEND BLUE COPY TO PROPER 8. REMOVE CARBON FROM FOAM.
PERSON. C. RETURN PINK TO SENDER, RETAIN WHITE
C. SENO REMAINDER OF FORM INTACT WITH FOR YOUR FILE
CARBONS TO PERSON ADDRESSED.

Anchor Insurance Company

860 Anchor Way
Greensboro, NC 27420
919-555-4321

Mail To (Use mat codes when applicable) From (Snow mall code. complete address}
Charles Anderson G. L. Anderson
Greensboro 210 Memphis 048

Subject Message Change in Coverage on Policy ACC1933

The owner of Policy ACC 1933 has requested a change in coverage of this policy. The
appropriate change form, which has been signed by the policy owner, is attached.

Please process this change and return the company-endorsed change copy to me.

Signed Date

Reply

The company-endorsed change form is enclosed, as you requested. Please attach

it securely to the policy and forward to the policy owner.

Signed Date

Message-Reply Forms
The letter from Anchor Insurance Company, which is shown in Figure 7-4,
and the message-reply form from Functional Business Furnishings, shown
in Figure 7-5 on the next page, provide space for both the writer's message
and the addressee’s reply. These two-way message forms are useful for orga-
Copyright @ Glenune/MoGrav Hill
@ Glencoe/MeGraw-Hill

nizations with representatives in the field who do not always have support
personnel available to prepare their correspondence. The top part is used to
state the message; the bottom is used for the reply.

The message-reply form saves time and is easy to use; the snap-out form
is a preassembled pack made with pressure-sensitive or carbon paper
between the copies of the form. The message forms include the following:
Gopyngnt

* An original for the recipient

* Acopy to be returned to the writer

¢ A file copy for the writer

* An extra copy for a third person, if needed. A copy of the form can
then either be faxed or mailed to the recipients.

Formatting Business Messages 165

Figure 7-5
Messages can be sent on a form
on which the receiver can send a
Functional Business Furnishings
194 Easton Way * Orem, UT 84057 + Phone 555-1126
reply message.

[MESSAGE oN
r ro 4 ATE

Ee =]

ny SNe

While these message forms were very popular at one time, the availabil-
ity of laptop computers has decreased their usefulness. Today sending a
message by computer is much easier and faster.

Figure 7-6
Memo-letters similar to this one
can be used to transmit informa- f~ eq \
C] fomercil Division CRY LINKOUSe CO Relocation Division
tion between branch offices.
Seana WE St Realtors SateWE $8003

MEMO~LETTER

to Gary Knox, Commercial Division oare _ November 11, <YEAR>

Elaine Donelson, Relocation Division susvect Teamwork Effort to Capture
Copyright © Glencoe/McGraw-Hill

Relocation Business

Please meet in my office on Friday, November 15, at 2:30 p.m. to discuss a teamwork approach
which | believe will translate into profitability for our company.

I believe that the timing is right for us to capture a large share of the relocation business. I have

some ideas that will help our divisions work together to contact the major accounts in our area.

Please be prepared to present your own ideas as well. and let's develop a plan

——— Harold Ford MF

Ma
ie ee

166 Chapter 7
 Memo-Letters
A memo-letter uses a preprinted form to send a message, in memo format,
to a branch office or to a field representative of the sender's organization. If
the representative works from a small office or an office in his or her home,
or is traveling from one field location to another, faxing the message might
be practical.

Notice that the Cary-Linkous memo-letter shown in Figure 7-6 lists the
branch offices, making it very easy for the writer to give his or her return
address and phone number by merely checking the appropriate box. Also
notice that there is room in the space beside and below the heading TO: for
several names. The extra lines could also be used to specify the addressees’
locations, especially if copies are to be mailed to other branches.

Checkpoint 7.1

1. The president of your company sends every staff member a memo

explaining a change in policy. Why is a memo more effective than
an e-mail, a telephone call, or an announcement at a staff meeting?
2. What are the advantages of a memo over other forms of communi-
cation?
3. What are one advantage and one disadvantage of not having a stan-
dardized memo format?

PARTS OF A BUSINESS LETTER

The appearance of your letter may be the first impression that your reader
has of you and of the organization that you represent. You want that first
impression to be a positive one. Professional-looking letters are arranged in a
standard sequence with standard parts. The four basic parts of a business let- NOTES
Copyright © Glencoe/McGraw-Hill

Copyright © Glencoe/Modrnw-Hm

ter—heading, opening, body, and closing—and the information that can be

Looks
included in each part are shown in Figures 7-7 and 7-8 on the following pages. Matter
A letter’s appearance
should make a positive
The Heading impression on the reader.
The heading has these parts: a letterhead or return address and a date line.

Letterhead or Return Address

Almost all organizations use letterhead stationery for their letters. The let-
terheads may be designed and printed by a professional printer; they may be
prepared with a template that comes with a word processing program; or
they may be created by an individual using different typefaces and sizes.
Letterheads should include the following information:

Formatting Business Messages 167

 Figure 7-7
Appearance is the Heading
first part of the
j ; letterhead
HeartLanp
impression you cre-
ate about yourself + Grove City, OH
© Fax G1L-S5S-1485
A955

and your organiza-

tion. This letter is
shown in block style. date line January 23. <YEAR>
All lines begin at the
left margin. Opening
inside address Ms. Marcia Crary
809 S. Murray Street
Darlington, WI 53511

salutation Dear Ms. Crary:

Body
subject line Subject: Loan Approval

Congratulations! Your home equity loan has been approved. You now have $10,000
available for your remodeling project, your new car, or any project for which you
need additional cash.

All you need to do is write a check for the amount you need, up to $10,000, and you
message will activate your loan. We have enclosed a checkbook for your convenience, Once
your check has been processed through our bank, we will send you an
acknowledgment with the interest and repayment details.

We appreciate the opportunity you have given us to serve you. We look forward to
Closing assisting you in mecting your future financial needs

complimentary closing Sincerely,

writer's keyed name Richard Johnson

and title Personal Banker

ca
e e
reference initials — ee Enclosure
S c Janice Hernandez
enclosure
copy notation

NOTES e Name of your organization

Return ¢ Mailing address

Address
Options ¢ Phone and fax numbers
Before the date:
Copyright © Glencoe/McGraw-Hill

e Logo or graphic, if your organization uses one

1426 West 15th Street e E-mail address, if available
Tifton, GA 31794
March 15, <yEAR> If you are using plain paper to write a personal business letter such as a
job application letter, a return address is required. The return address may
be placed above the date or below the keyboarded signature.
After the Signature:
Sincerely, If you are placing your return address above the date, never include your
name or your organization's name. Begin with your street address on the
first line and place your city, state, and ZIP Code as the second line. Key the
Ven Apdowsoy
Don Anderson
date line beneath the return address.

Another way to include your return address is to key it below your keyed
1426 West 15" Street name in the closing. Keying the address after the signature keeps the name
Tifton, GA 31794 and address together; however, it looks less formal.

168 Chapter 7
 Figure 7-8
Letters have a heading, date,
PRO STYLE COMPANY opening, body, and
1810 Draft Street * Richardson, TX 75080 * Phone 972-555-1218
closing. This letter is shown in
modified-block style.

April 9, <YEAR>

Mrs. Heather Michaels

Berbaum Corporation
43 Brickyard Road
Fredricksburg, VA 22401

Dear Mrs, Michaels:

The moilified-block style is the most frequently used letter style in business today,

The format for this letter style has the date line, complimentary closing, company name,
and writer's signature and title beginning at the horizontal center. All other lines begin at
the left margin (unless you wish to indent the paragraphs). Enclosed is a sample letter
showing indented paragraphs.

The modified-block style usually uses standard or mixed punctuation. This means that a
colon is typed after the salutation and a comma after the complimentary closing, as
illustrated in this letter.

Please return the enclosed reply card if you would like to receive one of our Training
Department's bookicts on letter formals.

The enclosure notation below shows an acceptable style for specifying the items that are
enclosed

Sincerely yours,

PRO STYLE COMPANY

Dennis R. Hillard
President

dms
Enclosures: Letter
Reply Card

Date Line
The date line should be on one line and should contain the following:

¢ The name of the month, spelled in full

oe nent

¢ The day of the month, expressed in digits

© Glencoe/MeGraw-Hill
eee
ATW enw Teena

e The year, written as four digits

Always spell out the month and include all four digits for the year so that the
date will not be misinterpreted. For example: The business translation of
8/3/03 is “August 3, 2003”; however, the military or European translation of
Ter

Dating Confusion
8/3/03 is “March 8, 2003.” Look at how the date of February 25 appears in People in European countries
ying

Copyrig

both business style and military or European style: write the day ahead of the
month when giving dates.
BUSINESS STYLE: February 25, 2003
Example: The conference will
(Month Day, Year [requires comma)]) be 26 July to 1 August. Cou
this be confusing to non-
MILITARY STYLE: 25 February 2003 or 25 Feb 03 Europeans?
(Day Month Year [no comma])

Formatting Business Messages 169

 If you are using plain paper and the return address is at the top of the let-
ter, key the date immediately below the city, state, and ZIP Code. If the
return address is under the signature, key the date two inches from the top
followed by three blank lines. If you are using letterhead stationery, the date
line should be at least two lines below the letterhead.

The Opening
The purpose of the opening is to direct the letter to its destination and to
greet the reader. The opening includes an inside address and a salutation.
Sometimes an attention line is used.

Inside Address
The inside address includes the following:

e Name of the addressee

¢ Job title of the addressee (if applicable)

* Name of the addressee’s organization (when available)

¢ Room number, apartment number, suite number (if applicable)

¢ Street address or post office box number

° City, state, and ZIP Code or country, if applicable

You can avoid errors in your letters if you use the following guidelines.

Name of the Addressee. Make every effort to identify specifically the name
of the person who will be reading the letter. Letters addressed to “To Whom
It May Concern” or “Current Occupant” are the most likely to be disregarded.

¢ Write the addressee’s name exactly as he or she writes it.

¢ Ifyou know the correct courtesy title (Mr, Mrs., Miss, or Ms.), use it
with the name.

¢ Ifyou are writing to a woman and are unsure of her preference for a
courtesy title, omit the courtesy title rather than offend her. Copyright © Glencoe/McGraw-Hill

¢ Ifyou are unsure of the addressee's gender, omit the courtesy title
and use the first name along with the last name.

¢ Ifyou do not know the name ofa specific individual, you may use a
job title (Sales Manager) or department name (Sales Department) as
the addressee. Repeat the title or department name in the salutation.

e When addressing a letter to a doctor, use Dr for the courtesy title:

avoid using double titles (Dr and M.D. mean the same thing).

INCORRECT: Dr. Mildred E. Griggs, M.D.

CORRECT: Dr. Mildred E. Griggs or Mildred E. Griggs, M.D.

Both of the correct forms use this salutation: Dear Dr. Griggs:

170 Chapter 7
 Job Title of the Addressee. Incorrectly identifying the recipient's job title will
undermine your message before the first line is read. As with the name of
the addressee, accuracy improves the chances of your communication being
read.

* Use the addressee's job title (Human Resources Manager, Sales

Manager, Maintenance Superintendent) when you know it.

* Key this title on a separate line under the addressee’s name. If the
title is long, break it into two lines but indent the second line two or
three spaces.

Mrs. Martha Ramiraz

Office Manager and
Personnel Administrator

Street Address. House numbers and building numbers are expressed in fig-

ai,
ures, except for the number one, and are written without a prefix. Street des-
ignations (Street, Avenue, Road) should be written in full rather than abbre-
viated. Directions used in street names (North, South, East, West, Southeast, Gran ye
Northwest) should be written out to avoid misreading.

INCORRECT: 1 Carriage Lane Street Addresses

In some countries, the street
CORRECT: One Carriage Lane name appears ahead of the
house or building number.
INCORRECT: #520 Dawn Street or No. 520 Dawn Street Example: Koperstraat 45
CORRECT: 520 Dawn Street What sources can you consult
in order to ensure your letters
For street names that are numbers, spell out numbers up to and including are correctly addressed?
ten; use figures for numbers over ten.

INCORRECT: 7430 7th Street

CORRECT: 7430 Seventh Street

INCORRECT: 606 Fourteenth Avenue

CORRECT: 606 14th Avenue

Copyright © Gletiooe/MoGraw Hil
Copyright © Glencoe/McGraw-Hill

Omit the ordinal endings st, d, and th when a word like North or South sepa-
rates two numbers:
INCORRECT: 606 South 14th Avenue
CORRECT: 606 South 14 Avenue

Some cities, such as Washington, D.C., use section designations—NE,

NW, SE, SW—after some street names. Follow these formatting guidelines
when using section designations:
¢ Place the designation on the same line as the street name.

e Separate the section from the street name with a comma.

¢ Key the section in all-capital letters with no periods.

Formatting Business Messages 17]

 INCORRECT: One Carriage Lane,
NW
Washington, DC 20510

CORRECT: One Carriage Lane, NW

Washington, DC 20510

A section designation is an important part of the street address and should

not be excluded.

Post Office Box Number. A post office box number may be used in place of
the street address:

Mr. Alan Ubanhower

P.O. Box 132
Rock Hill, SC 29730

If both a street address and a post office box number are provided, the box
number should be keyed just above the city, state, and ZIP Code. The postal
service will deliver to the address given on the line preceding the city, state,
and ZIP Code. Sending mail to a post office box is usually faster.

Correspondence delivered by other carriers, such as Federal Express

(FedEx) and United Parcel Service (UPS), requires a street address and usu-
ally the telephone number of the recipient.

City, State, and ZIP Code. The city, state, and ZIP Code should always
appear on one line. Follow these guidelines:

¢ Do not abbreviate the name of the city unless it is customarily

abbreviated. For example, St. Louis and St. Paul should be written
with the word Saint abbreviated. Fort Myers and Mount Pleasant,
on the other hand, should be written with the words Fort and
Mount spelled out.

e Use the two-letter state abbreviations (both capital letters with no

periods and with no space between them) recommended by the
Copyright © Glencoe/McGraw-Hill

USPS, or write the name of the state in full. The two-letter abbrevi-
Two-letter state ations are used only with ZIP Codes in addresses; they are not con-
abbreviations are sidered correct abbreviations in other written material. Leave one
always two capital letters
space (use no punctuation) between the state and ZIP Code.
with no period and are used only
with ZIP Codes in addresses.
INCORRECT: Cleveland, Oh. 44100-1718
or Cleveland, OH. 44100-1718

CORRECT: Cleveland, OH 44100-1718

* All addresses should contain a five-digit ZIP Code. In addition,

the USPS recommends the use of the nine-digit ZIP Code
(“ZIP Plus Four”) whenever possible. The additional four digits
ec

allow the mail to be sorted by electronic equipment according

172 Chapter 7
 to the delivery route. When using the nine-digit code, place a
hyphen between the two parts of the ZIP Code as shown in the
previous example.

e When writing to someone in another country, key the name of the

country in all-capital letters on a separate line as the last line of the
address. If you are sending mail from another country to someone in
the United States, key UNITED STATES OF AMERICA in all caps on
the line below the city, state, and ZIP Code.

Multiple Addresses. There will be instances when your letters will be

GLOBAL
addressed to more than one individual. Follow these guidelines: DIVERSITY 7.3

e When the addressees are at the same address, list the names in alphabeti-
Destination Known
cal order, and then give the address. Include all names in the salutation. When addressing mail to
Mrs. Donna Olson another country, put the
name of the country in all-
Mr. Robert Plawyer
capital letters as the last line
Miss Angela Queen of the address. Why is this
Hurletron Corporation important?
2856 Fairchild Avenue, SE
Washington, DC 20017

Dear Mrs. Olson, Mr. Plawyer, and Miss Queen:

e When the addressees are at different addresses, key the inside

addresses one under the other with a blank line between, or key the
inside addresses across from each other with the second address
starting at the center point. Include all names in the salutation.

Attention Line. The attention line is an optional part of a business letter

opening, but it may be used when you do not know the name of the person
to whom you need to write. In this case, use an attention line and refer to the
person by title (Reservations Manager), or use the name of a specific depart-
ment (Advertising Department). Whenever possible, you should omit the
attention line and write directly to an individual by name or by job title.
¢ Alencoe/McGraw-Hill

Copyright © Glengoe/MeGraw Hill

When using an attention line, follow these rules:

° Key the attention line above or below the company name in the
inside address or

° Key the attention line one double space (leave one blank line) below
the inside address and one double space above the salutation.
Copyright ©

° Key in all-capital letters or use initial caps and lowercase letters:

ATTENTION: SALES DEPARTMENT or Attention: Sales Department

¢ Use acolon after the word Attention:

¢ Use one of these salutations:

LADIES AND GENTLEMEN: or Dear “Organization Name”:

Formatting Business Messages 173

 The attention line is placed on the first line of the inside address if you are
using window envelopes or electronically copying the inside address to cre-
ate the envelope address. Look at the following example:

Attention: Purchasing Department w

Branson, Inc.
1334 Magnolia Road
Wytheville, VA 24382

Ladies and Gentlemen:

A letter with an attention line is considered to be addressed to the orga-

nization for the purpose of the salutation rather than to the person, title, or
department named in the attention line. The correct salutation would be
Ladies and Gentlemen: or Gentlemen and Ladies: Remember, it is always
preferable to address your letter directly to an individual, thereby eliminat-
ing the need for an attention line.

Salutation

© or
The salutation greets the reader and helps set the tone of the letter. When
internet preparing salutations for business letters, follow these guidelines:

Official Greetings ° Leave a double space (one blank line) above and below the salutation.

25
Search for appropriate
¢ Start the salutation at the left margin.
salutations to use when writing
letters to judges, members of e Abbreviate the titles Mr, Mrs., Ms., and Dr, but spell out titles such as
Congress, the President of the Major, Professor, and Reverend.
United States, the governor of a
state, mayors, or other public ¢ Capitalize the first word and any noun or title in a salutation:
officials.
My dear Miss Marsh
Dear Father Tedrick

ee
Dear Senator Taylor

¢ Keyacolon after the salutation, unless open punctuation is used.

Determining what salutation to use can sometimes be confusing. An

important concern is avoiding sexist language. Remember, however, that
the salutation must agree with the addressee named in the inside address.
@ Glencoe/McGraw-Hill

Here are some guidelines for each type of addressee:

Individual. The salutation for an individual, such as Mr. Jeff Winland, uses
a courtesy title and last name: Dear Mr. Winland. If you are on a first-name
basis with Mr. Winland, use Dear Jeff.

Individual—Title Preference or Gender Unknown. Drop the courtesy title

Copyright

and use the full name if you don’t know the addressee’s gender: Dear Gerry
Fulton. Do the same if you don't know a woman's preference for the courtesy
title: Dear Ann Garcia.

Organization, Department, or Box Number. Use this salutation: Ladies and

Gentlemen. If the group is composed entirely of women, use the salutation
Ladies; likewise, a group of men should be addressed as Gentlemen. Never
put Dear in front of these salutations.

174 Chapter 7
 Another alternative is to repeat in the salutation the organization or
department name used in the inside address: Dear General Motors or Dear NOTES
Consumer Relations Department.
Dear
No More
Job Title. A letter that gives a job title as addressee uses the same title in the
“Dearless” salutations
salutation: Dear Personnel Manager.
common in sales promotions
When you are sending a form letter, it is often impossible to know the are being used in other
business letters.
gender and the title preference of each addressee. In this situation, using a
salutation such as Dear Customer, Dear Friend, or Dear Parents is a friendly
alternative to using both first and last names in the salutation. (Note that
the use of the salutations Dear Sirand Dear Madam, now considered sexist,
is rapidly declining in business correspondence.)

Less traditional salutations that start letters in a friendly, conversa-

tional way are growing in popularity. These “dearless” salutations have
been used for some time in sales promotion letters but are now being used
in other informal business letters as well. Look at the following unusual
salutations:

Good morning, Steven Franklin

Hello, Mrs. Molari
Happy Holidays, Miss Ivoniva

A letter may also start immediately with the message, In this case, the
reader's name is inserted in the first sentence.

Miss Katherine Watts

10 East 53 Street
Worcester, MA 01608

Thank you, Miss Watts, for your suggestions, which will help us
to serve you more efficiently.

The Body
The body of the letter contains the writer's thoughts. The body consists of the
message and an optional subject line.
Hill
Copyright © Glenoos/MeGraw:

Subject Line
If used, a subject line precedes the message of a letter and is used to tell the
reader in one glance what the letter is about. Although it is an optional part
of the letter, its use is increasing—it can prove very helpful to both reader
and writer. A subject line is:

* Keyed a double space (one blank line) above the message and a dou-
ble space below the salutation.

° Keyed using all-capital letters or initial capitals and lowercase.

* Keyed without the word Subject.

* Centered, begun at the left margin, or indented, depending on the

letter style.

Formatting Business Messages 175

 Dear Mr. Nichols:

Revision of Admissions Policy

Dear Miss Storm:

SERVICE CALLS ON WEEKENDS

Message
oa ~

When keying the message, follow these rules:

¢ Single-space each paragraph.

* Double-space (leave one blank line) between paragraphs.

¢ Block all paragraphs in a block-style letter.

* Either block or indent the first line of each paragraph one-half inch
in a modified-block letter.

Paragraphs that are too long are not easy or inviting to read. When writ-
ing your message, use these guidelines:

¢ Your first and last paragraphs should be no more than four lines
(not four sentences) long.

¢ All other paragraphs should be no more than eight lines (not eight
sentences) long.

The Closing
The closing in a business letter typically includes a complimentary closing
phrase, the writer’s name and title, and reference initials. The closing may
also include the keyed name of the writer's organization, an enclosure nota-
tion, a copy notation, and a postscript.

Complimentary Closing
The complimentary closing is a parting phrase that indicates the message
has ended. The complimentary closing is keyed as follows: Mill

¢ A double space (one blank line) below the last line of the message.
© Glenaoe/MeGraw->

e At the left margin in block-style letters; at the horizontal center point

in modified-block style letters.
¢ With only the first word capitalized.
; ze : * =
| ¢ With a comma following the closing (unless you are using open
0 Opyright

punctuation).

4
The tone of the complimentary closing should match that of the saluta-
tion. For example, if you have greeted your reader with Dear Marcy, you will
probably want to close with Sincerely. Here are some typical closings:

176 Chapter 7
 FORMAL PERSONAL
Very sincerely yours, Sincerely yours,
Respectfully yours, Cordially yours,
Yours very truly, Sincerely,
Very truly yours, Cordially,

Organization Name. In some business organizations, the name of the orga-

nization is included in the closing to indicate that the organization—not the Figure 7-9
The handwritten signature fits
letter writer—is legally responsible for the message. If used, the organization above the keyed name.
name should be keyed in all-capital letters on the second line below the
complimentary closing phrase (see Figure 7-9a). a
Sincerely yours.
Writer's Name and Title. Leave three blank lines for your handwritten sig-
LOVETTE CONSTRUCTION CO.
nature, and then key your name. Your title or department can be placed on
either the same line with your name or on a separate line for a cleaner visual
look, depending on which location will make your lines most nearly the Art Troglia, President
same length (see Figure 7-9b).
b
A man does not use a courtesy title (Mr) before either his handwritten or
Cordially yours.
his keyed signature unless his name could also be a woman’s name. A woman
who wants to specify her courtesy title (Miss, Mrs., or Ms.) should include the
courtesy or professional title in either the handwritten or the keyboarded sig-
Deidre N, Mayfair
nature but not in both places. See the examples in Figures 7-9c and 7-9d. Reservations Manager

If more than one person will sign the letter, follow the same format as
that used for multiple addresses. Depending on the length of your letter,
Sincerely,
either key the signatures one under the other, allowing three blank lines for
each signature, or place the signatures across from each other, starting the
second signature at the center point.
Roly Coteani
Mrs. Rozlynn Doicani

Reference Initials. The initials of the person who dictated a letter and the
person who transcribed it are usually keyed at the left margin, a double d
space (one blank line) below the last line in the signature section. The dicta- Sincerely,
tor’s initials may be omitted in situations in which the dictator is also the
signer of the letter. Some popular reference-initial styles are the following:
Anne-Marie McLeod, Ph.D.
Hill

SME:PRG
© Glencoe/sMowrawerm

Copyright © Glencoe/MeGraw

MVL/ef

GCBrown:sn
Copyright

Mls#gm_quote (assistant’s initials and document file name)

owc (assistant’s initials only)

jr:mj

Formatting Business Messages 177

 Enclosure Notation. An enclosure notation notes anything that is included
in the envelope with the letter. The enclosure notation should be positioned
at the left margin on the next line below the reference initials. The notation
helps the writer remember to include the enclosures and tells the reader
enclosures should have been sent. If there is more than one enclosure, the
number of enclosures may be indicated. The following are examples of
enclosure notations:

Enclosure Enclosures 2

Check enclosed Enclosures:

NOTES 1. Catalog
2 Enc.
2. Reply card
Courtesy
Copies
Copy Notation. If you want the addressee of your letter to know you are
Use a copy notation
sending a copy to someone, key a copy notation one line below the enclo-
when you send a copy of the
message to another person(s). sure notation (if used) or one line below the reference initials. Notations can
be made in one of the following ways:
c: Selena Harris pc: Selena Harris

c Selena Harris Copy to: Selena Harris

cc: Selena Harris Copy to Selena Harris

While cc formerly stood for carbon copy, now it means courtesy copy; like-
RTL TeeZ) wise, pc stands for photocopy, and c stands for copy to. Key a blind copy nota-
tion if you do not want the addressee to know you are sending a copy of a let-
Irish Address ter to one or more other persons. Use be, blind copy to, or bec only on the file
In Ireland, “Mr,” Mrs,” and copy and any other copy on which the notation is desired. Do not key the blind
“Miss” are considered words copy notation on the original letter. The bcc notation may be placed on the
rather than abbreviations. Do upper left corner of the file copy or where you would place the cc notation.
not add a period to these
Here are some accepted styles for reference lines, including reference ini-
courtesy titles in your corre-
spondence with your Irish tials, enclosure notations, and copy notations:
counterparts. Also, the Irish PH:dh PCN/rl
tend to refer to surgeons as Enclosure Copy to Cindy Owens
“Mr” rather than “Dr.”
c: Mrs. Frieda Lightner
Copyright © Glencoe/McGraw-Hill

While composing letters to

potential clients in Ireland, RWP:jeh
you decide you're more com- JCR:al Enc. 4
fortable punctuating accord- c: Hubbard & Smithe cc: Jean Picard
ing to U.S. grammar rules, Kate Miligan
because the other way just
doesn’t look right. What are Postscript. A postscript or note added at the end of a letter can be used to
the possible effects of your give strong emphasis to an important idea that has been deliberately with-
decision? What might be the held from the body of the letter. Limit the use of postscripts to take advantage
recipients’ reactions? of their attention-getting qualities. Using a postscript to express an after-
thought may be viewed by the reader as poor planning and organization.

Chapter 7
 When using a postscript, key it on the second line below the last item of your
letter. Key PS. or PS: and leave two spaces before the first word of the postscript
: m0 : 5 > NOTES
or omit the abbreviation PS. The following are accepted postscript styles:
Last
mls Words
Enclosure A postscript is
recognized without PS. or PS:
: simply because of its position
PS. Mail the card today! at the end of the letter.

JCR:al
c: Hubbard & Smithe

PS: Drop by our booth at the conference for a visit!

EEB:dm

For your complimentary copy, just call collect (903) 555-4289.

LETTER STYLES

The way the letter parts are arranged is called the style of the business letter.
Many companies have selected a particular letter style as their preferred
style. If you must select a letter style, you should consider the design of your
organization's letterhead as well as the image you want to convey. Two
popular letter styles are the modified-block and full-block formats.

Modified-Block Style
The letter style that is used most often is known as the modified-block style
(shown in Figure 7-10 on page 180). Follow these guidelines when formatting
a modified-block-style letter:
© Glencoe/MeGraw-Hill
Copyright © Glencoe/McGraw-Hill

¢ The date line, complimentary closing, and keyed signature start at

the center point.

* Leave three blank lines after the date.

* Paragraphs may be blocked or indented.

Copyright

* Single-space the body of the letter.

¢ Leave one blank line between paragraphs.

e Use vertical centering: For one-page letters, center the letter verti-
cally (top to bottom) on the page. For multipage letters, position the
date line two inches from the top of the paper or two blank lines
below the letterhead. The second page should begin one inch from
—
4

the top edge of plain stationery and should contain a heading.

Formatting Business Messages 179

Figure 7-10
Modified block is a popular style
of letter. PRO STYLE COMPANY
1810 Draft Street * Richardson, TX 75080 * Phone 972-555-1218

April 9, <YEAR>

Mrs. Heather Michaels

Berbaum Corporation
43 Brickyard Road
Fredricksburg, VA 22401

Dear Mrs. Michacls:

The modified-block style is the most frequently used letter style in business today

The format for this letter style has the date linc, complimentary closing. company name,
and writer's signature and title beginning at the horizontal center. All other lines begin at
the left margin (unless you wish to indent the paragraphs). Enclosed is a sample letter
showing indented paragraphs.

The modified-block style usually uses standard or mixed punctuation. This means that a
colon is typed after the salutation and a comma after the complimentary closing, as
illustrated in this letter.

Please return the enclosed reply card if you would like to receive one of our Training
Department's booklets on letter formats.

The enclosure notation below shows an acceptable style for specifying the items that are
enclosed.

Sincerely yours,

PRO STYLE COMPANY

Dennis R, Hillard
President

dms
Enclosures: Letter
Reply Card

Full-Block Style
© Glencoe/McGraw-Hill

Another letter style that is appropriate for use in business is block style,
which is illustrated in Figure 7-11 on page 181. Follow these guidelines when
formatting a block-style letter:

* Start all lines of the letter at the left margin.

Copyright

¢ Leave three blank lines after the date.

Do not indent paragraphs.

Single-space the body of the letter.

Leave one blank line between paragraphs.

Use vertical centering: For one-page letters, center the letter vertically
€

on the page.

Chapter 7
 Figure 7-11
The block-style letter is easy to
use with software programs or
KC KC Papers word processors.
SF P.O. Box 53 Phone 816-555-1200
Kansas City, MO 64141

February 15, <YEAR>

Mr. Larry lrons

102 Ray Court
Hillsboro, TX 76645

Dear Mr. trons

Subject: Block Letter Style

All lines begin at the left margin with a block-style letter, as shown here, This style
has a neat, streamlined appearance. as you can see, and looks very modern. It
eliminates many extra typing strokes and motions and_ therefore. helps to increase
letter production rates.

This letter also illustrates the open style of punctuation, which means that
punctuation is omitted after the salutation and complimentary closing.

When « subject line is used, it may be typed as shown here. The word Subject may
be omitted, or the entire line may be typed in capital letters. Since the subject line is
considered part of the body, it should be typed a double space above the body and a
double space below the salutation

The ¢ notation below shows an acceptable style for indicating that copies of this
letter are being sent to two persons.

Sincerely

Mary L. Carr
Public Relations Director

Ik
Gs Ralph Lawrence
Jim Barnes

For multipage letters, position the date line two inches from the top
Copyright © Glencoo/MeGraw- Hill

Copyright © Gleneoo/MeoGraw- Hil

of the paper or two blank lines below the letterhead.

* Subsequent pages should begin one inch from the top of plain
stationery and should contain a heading.

Punctuation Styles
The two punctuation styles commonly used today are standard and open.
Standard punctuation (formerly called mixed punctuation) calls for a
colon after the salutation and a comma after the complimentary closing.
Standard punctuation is the most commonly used punctuation style. Open
punctuation requires no punctuation after the salutation and the compli-
mentary closing. Although open punctuation requires fewer keystrokes
than standard punctuation, open punctuation is used less frequently in
business writing.

Formatting Business Messages 181

 Continuation Pages
NOTES
Continuation pages, or pages beyond the first page, are formatted the same
Continue way for both letters and memos. If the first page of a letter is printed on let-
the Headin
terhead stationery, the continuation pages should be printed on plain paper
Letters and memos
of more than one that matches the letterhead in color, weight, and finish.
page need a heading on
If a letter or memo is more than one page in length, each page after the
each continuation page.
first page must have a heading. The heading should be placed one inch
from the top of the page and should include the following information:

e Name of the addressee (who the message is to)

¢ Page number

* Date that appears on the first page

The heading can be keyed horizontally or placed vertically on separate lines.

Both styles are illustrated here:

Mrs. Nancy Holler 2 May 3, <YEAR>

Mr. Robert Pape III

Page 2
August 28, <YEAR>

Most word processing programs have a “header” that allows you to key
the heading once, and the header is automatically inserted on all pages
along with the correct page numbers. Another command suppresses the
Conmurialt @ Gilennae/Motiraw Hil

heading on the first page.

When keying continuation pages, leave one blank line below the last line
of the heading, and use the same side margins as on the first page of the let-
ter or memo. In addition, follow these guidelines:

Tinga 7.3 ¢ Never divide the last word on a page.

* Carry at least two lines (not two sentences) of the body of the mes-
Discuss: You keyboard a let-
sage to the second page. Do not key only the closing of a letter or the
ter and discover that only the
closing lines appear on the sec- reference lines of a memo on the second page.
ond page. What could you do
to “fix” the problem? ¢ Ifa paragraph is divided at the end of a page, leave at least two lines
at the bottom of the first page, and carry at least two lines to the top
of the second page. Do not divide a paragraph containing fewer than
four lines.

182 Chapter 7
 A single line of text at the top or bottom of a page is referred to as a
“widow” or an “orphan”. Most word processing programs have a feature
that will automatically prevent widow and orphan lines.

Checkpoint 7.2

41. What does the following salutation suggest about the writer of this
letter? Dear Human Resources Director. How would you improve the
salutation?
2. Why do you think it is important to list reference initials and copy
notations on a letter?
3. How would you decide which letter and punctuation style to use in
a letter?

ADDRESSING ENVELOPES

USPS Mail
To address mail correctly for the United States Postal Service (USPS) you ‘ e}F) eI
should follow specific guidelines concerning envelope size, address format “ae
on envelopes, and special mailing notations. Activity 7-3
To test your skills.

Envelope Size
In order for the USPS to process mail with its automated scanning and sort-
ing equipment, the mail must meet certain size guidelines. The minimum
size for envelopes is 31/2 by 5 inches, and the maximum size is 6!/s by 11/2
inches (for odd-sized envelopes, you might pay a surcharge).

Numerous sizes of envelopes are available but most business letters are
© Glencoe/MceGraw: Hill

C ”} opyright © Glenooe/MeGraw Hill

mailed in one of these two sizes: {P=

NOTES r
¢ No. 10 envelopes (legal size—4'/s by 91/2 inches); most common size No. 10 Py
No.
° No. 63/4 envelopes (letter size—39/a by 61/2 inches) Most organizatie s
use No. 10 envelopes
for mailing business letters
Address Format :
Copyright

When addressing a No. 10 envelope, such as the one shown in Figure 7-12,
follow these guidelines:

¢ Single-space the address regardless of the number of lines.

¢ Position the address on the lower half of the envelope (two inches
from the top) and starting at the centerpoint (four inches from the
left edge) of the envelope.

Formatting Business Messages 183

Figure 7-12
The USPS recommends Return Address Postage Area
that the placement of
the letter address on the
envelope follow pub-
lished guidelines.

1/2}
(OPTIONAL) Non-Address Data—» CRPS 03672 Ve
inch |
(OPTIONAL) Information/Attention—» TERRI PARKER pega
Name of Recipient —» CREATIVE DESIGNS COMPANY ‘
Delivery Address —» 8934 NORTH VERMILLION STREET '
Post Office, State, Zip Code —» DANVILLE IL 61832-7790 '

eee oe ——— Bar Code Clear Area 4 1/2 inches

¢ Key the address using capital and lowercase letters and appropriate
punctuation. (Note: The mailing address may also be keyed in all-
capital letters with no punctuation as shown in Figure 7-12.)

e Always place the city, state, and ZIP Code on one line and use the
same rules you use for inside addresses (see pages 170-174 in this
chapter).

¢ Never place anything below the city, state, and ZIP Code on the enve-
lope. If possible, use the ZIP Plus Four—it allows automatic sorting of
mail in the order it is delivered on the route.

¢ To accommodate automatic sorting equipment, allow at least

l/2-inch margins on each side of the address block and a 5/8-inch
margin below the address block for the USPS to print a bar code.

Many word processing programs have an envelope feature that will auto-
matically copy the inside address on your letter and print it in the correct loca-
tion on the envelope. Another option allows you to print the bar code to match
the ZIP Code, either above or below the address.

Occasionally an organization will mail letters in window envelopes. 100/MeGraw-Frill

A window envelope allows easy letter insertion with the inside address
showing through the window of the envelope. The envelope would not
need to be addressed since the address shows through the window.

When formatting a letter for a window envelope, be sure to leave an

Copyright © Gle

extra blank line after the inside address. When the letter is folded and
inserted in the envelope, check carefully to see that the complete address
shows through the window.
The steps for folding a letter for a window envelope are shown in Figure
7-13 on page 186.

184 Chapter 7
 Special Notations. The following optional notations may also be included
on the envelope:

e Special mailing notations. Key any special mailing notations (AJR-

MAIL, CERTIFIED, or REGISTERED) in all-capital letters below the
stamp or postage meter insignia.

° Recipient notations. Key any recipient notations (PERSONAL, HOLD

FOR ARRIVAL, or CONFIDENTIAL) a double space below the return
address.

e Attention lines. Key an attention line, if used, as the first line of the
mailing address.

interoffice Envelopes
For sending internal communications, most organizations use interoffice
envelopes that are reusable. These envelopes are usually made of brown or
gray paper and are large enough to accommodate several 81/2- by 11-inch to aaa
sheets without folding. A string, snap, or adhesive tab on the back holds the
envelopes closed; lines on the front (and sometimes on the back) are used
for writing the names and departments of the addressees. Activity 7-4
To test your skills.
When using an interoffice envelope, be sure to mark through the last
recipient's name. Before placing your correspondence inside the envelope,
write the name of the person to receive your communication on the enve-
lope. You are less apt to forget to put the addressee’s name on the envelope
if you follow this procedure.

Interoffice mail may also be mailed in a sealed No. 10 envelope. To avoid

having the interoffice mail accidentally metered for postage, it is a good
idea to use an envelope with a different logo or of a different color than
those used for external mail.

Folding Business Messages

The size of the envelope determines the way you fold your letter or memo.
Copyright © Glencoe/McGraw-Hill

Oopyright © Glendoe/MeGraw-Hill

You want to fold your message in such a way that the thickness of the paper
is distributed evenly throughout the envelope. This lessens the chances of
your envelope becoming jammed in postal equipment,

Junk Mail. Sara received a mailing in a window envelope. Through

the window, she could read the words Pay to the Order of and then
her name and address. The paper looked like the paper that
NO | \ checks are printed on. When she opened the envelope, she found a
check for $20. If she cashed the check, she would be signing up
for a two-year membership to a book club, and she would receive
a book and an invoice for $25 each month. What is the likely effect of this sort of advertising? Is this a
legal and ethical way to attract customers?

Formatting Business Messages 185

 No. 10 Envelope
When folding a letter or memo for a No. 10 envelope, follow these steps
shown in Figure 7-13 below:

1. Lay the letter or memo face up on the desk or table.

2 Fold the bottom third of the letter or memo up and crease neatly.

3. Fold the top third down and crease neatly.

4 Insert the last crease into the envelope first.

No. 6 3/4 Envelope

When folding a letter or memo for a No. 6 3/4 envelope, follow these steps:

1. Place the letter or memo face up on the desk or table.

2 Bring the bottom half up to within !/2-inch of the top and crease neatly.

3. Fold the right third toward the left and crease neatly.
4 Fold the left third toward the right !/2-inch from the right edge and
crease neatly.

5. Insert the last crease into the envelope first.

Figure 7-13
Follow these simple directions
to fold a letter correctly for No. 10
different types of envelopes.

No. 63

Window

186 Chapt r
~%
 UV CHECKLIST FOR FORMATTING
BUSINESS CORRESPONDENCE
Did You Include the Following Parts
in Your Business Message?

MEMO YES NO.|

Recipient’s name?

Your name?

Date?

Subject?

LETTER

Return address?

Date line?

Inside address?

Salutation?

Subject line? (optional)

Complimentary closing?

Enclosure notation? (optional)

Postscript? (optional)

CHAPTER 7 SUMMARY

In this chapter the format for business messages was discussed and illus-
trated. You learned that memos can be prepared on plain paper, preprinted
Copyright © Glencoe/McGraw-Hill

Hill

forms, or software templates. Other types of internal messages, including

preprinted forms, informal notes, and electronic messages, and their for-
mats were also covered.

The parts of a business letter—heading, opening, body, and closing—

were covered, including the guidelines for formatting each part. The two
basic letter styles, modified-block and block, were explained along with the
proper way to fold letters for business envelopes. The USPS guidelines for
addressing envelopes to be processed by automated sorting and scanning
equipment were given.

Prepare the Worksheet Exercises as directed by your instructor. You can

complete the Online Exercises now if you can access the Internet.

Formatting Business Messages

 -_

1g TOAPPLICATIONS
Cae aa oc ee eae
teat Tieet (tutti

When people who have different interests, goals, and experiences work together,
conflict is bound to occur. Although conflictis a word that has negative connota-
, tions, it can actually be a productive business tool. Conflict during a planning
~~ session can inspire people to analyze their own assumptions, challenge the
wt ideas of others, make compromises, and try new ideas. Conflict turns negative,
— ; however, when it gets personal—when people show disrespect for the ideas and
. the feelings of others. Negative conflict causes hurt feelings and disrupts the
atmosphere of the workplace. When conflict interferes with people's lives and
affects their productivity, it needs to be managed.
Conflict management is not about smoothing over conflict and making
things nice. It is a strategy for transforming negative conflict into something
positive. Conflict management takes effort and a certain amount of honesty
and diplomacy, but it can result in a stronger, more productive workplace. If
you find yourself in conflict with a coworker, try the following strategies:
e Sit down, one on one, with the person in a neutral place, such as a
conference room.
Invite the other person to explain his or her point of view of the conflict.
Listen actively. Show respect. Don’t interrupt.
When it is your turn to speak, first ask any clarifying questions. Make
sure you understand the other person’s point of view.
Share your point of view. Don’t ignore emotions, but don’t indulge them.
Try saying “I felt (emotion) when you (whatever the person said or did).”
This shows that you take responsibility for your feelings and are not
blaming the other person.
Think about a compromise. Offer a fair solution.
If all else fails, agree to disagree, and move on.

ee [Thinking Situation: You are a newly pro-

: moted supervisor in the depart-
Critically ment. A departmental meeting
erupts into conflict when one
coworker accuses another of
“wasting people’s time” with his “stupid and useless ideas.” The
two coworkers have had a longstanding feud.

Ask Yourself: Discuss how you would handle the

conflict between the two coworkers.
;
«

66 Seek first to understand, he favorable attitude and feeling people have toward a business is
then to be understood. 99 known as goodwill. Goodwill is an intangible asset—a quality that is dif-
—Stephen R. Covey, ficult to describe and measure. This asset is very important, however,
Motivational Speaker because the image people have ofa business, or what people think ofa busi-
ness, often determines where they do business. For this reason, organiza-
tions invest huge resources in creating and developing goodwill. As an
employee, you can strengthen or you can destroy that goodwill based on the
manner in which you communicate.

PROMOTING GooDWILL

Goodwill messages are an important part of the good customer relations

that all successful businesses constantly strive to achieve. Writing messages
that promote goodwill can also help you as an individual in building a repu-
tation as a thoughtful person. You can convey goodwill in many ways; a
friendly smile, a cheerful greeting, a cooperative spirit, and a sincere com-
pliment are easy ways to build goodwill with the people you see each day.
You should also respond to the goodwill expressions of others. Return a
friendly smile with a friendly smile, a cheerful greeting with a cheerful return

Thiigap 8.1 greeting, and a compliment with a sincere thank-you.

The personal touch of goodwill messages and letters helps to build good
Discuss: Think about a com- human relations both inside and outside an organization. Internal goodwill
pany or business that you like
letters—goodwill messages to employees and other associates—enhance
to patronize. What is the image
you have of that company? cooperation and make the organization's work go more smoothly. External
How did you develop that goodwill letters—goodwill messages to customers—show interest, and
image? How do you feel about showing interest in customers is the best way to keep them.
the company? Why do you feel
that way? Now, think about You can assist in building and maintaining your organization's goodwill
a company that you have
by projecting genuine interest, fairness, courtesy, and friendliness in all
decided not to patronize.
What is the image you have your workplace communications, including your business correspondence.
of that company? How do Consider each piece of communication an opportunity to influence a per-
you feel about the company? son's attitude toward your organization and possibly even an opportunity to
Gopyright © Glencoe/McGraw-Hill

Why do you feel that way?

ensure future business. Start by projecting a positive tone.

PROJECTING A POSTIVE TONE

Tone is attitude—the way the message sounds, the feeling the communica-
tion conveys to the receiver. In written communication, tone is transmitted
not only by words, sentences, and paragraphs but also by the perceived spirit
behind them. In spoken communication, it is transmitted by the voice, facial
expressions, and body language as well as by the words used. How you say
something influences your receiver just as much as what you say.

198 Chapter 8
 Your communications will project a positive tone that appeals to the
receiver if you follow these suggestions:

¢ Use the “you attitude’—emphasize the receiver's viewpoint.

* Show a sincere interest in the receiver.

e Accentuate positive rather than negative ideas.

Communicating a “You Attitude”

Developing a “you attitude” may well be the single most important skill
needed to establish a positive tone in your communications. You should seek
Tiana 38.2
first to understand your receiver, then to have your message understood. Discuss: “Seek first to
understand your receiver.”
Seeking to understand your receiver means looking at a situation from the
What are ways in which you
receiver's viewpoint rather than from your own. can do this in written and oral
communications?
As you begin your communication, use your imagination to visualize
your reader's reaction to your letter. Picture your reader receiving and
reviewing your communication—will he or she be receptive to its message?

The “you attitude” means focusing on the receiver's interests and needs
rather than on your own. In order to do this, you must put yourself in the
receiver's shoes and consider that individual’s background, knowledge,
interests, needs, and emotions.

Look at how using the words you and your makes a difference in the fol-
lowing two sentences:

We have 16 business programs to meet various educational and

career goals.
You may select from 16 business programs the one most beneficial to
you for your educational and career goals.
These sentences contain the same information, but which one seems
more personal to you? Which one seems to focus attention on the reader's
needs?

Remember that merely using the words you and your in a sentence does
not create a “you attitude”; the content of the sentence must put the reader
Gopyright © Glencoe/McGraw-Hill

in a positive light:

YOU WORDS: Your error caused the delay, and you alone will be
responsible for the charges on your bill.
YOU ATTITUDE: We are sorry about the delay and will have our ship-
ping department look into it. We will, of course,
accept responsibility if we are at fault in any way.

Which sentence gives the reader a better feeling? Although the words you
and your do not appear in the second sentence, that sentence carries a “you
attitude” because it expresses a positive attitude toward the reader. The first
sentence, on the other hand, uses “you words” but lacks the spirit of the
“you attitude.” The first sentence sends a negative message as it places all
the blame for a problem on the reader. Even though the second sentence

Messages That Promote Goodwill 199

 makes use of the words we and our, it is still more reader-oriented than the
first example.

Now let's look at how the “we attitude” can affect the tone of a message.

WE ATTITUDE: _We have been pleased to sell fine automobiles for

more than two decades. We supply the finest
imports to customers from all over the United States.
We are proud to be the only dealer in this area for
both the Jaguar and the Alfa Romeo.
The ideas in this example are good, but they are expressed from such a
self-centered viewpoint that they create a boastful, negative impression. As
you can see, the words we and our contribute to this negative impression.
This message certainly does not focus on the reader or emphasize the
reader's viewpoint. Notice the difference when the same ideas are expressed
by adding “you words” and a “you attitude”:

YOU ATTITUDE: To serve you as your exclusive Jaguar and Alfa Romeo
dealer is a privilege at Classic Imports. Our showroom
DIVERSITY 8.1 is stocked with an array of beautiful and desirable
automobiles to satisfy your discriminating taste.
Card Games By putting the reader into the picture, the writer creates a reader-centered
Cambodians exchange busi- letter, a letter with a “you attitude.”
ness cards with both hands as
a sign of respect to the other
person. When someone gives Showing Sincere Interest in the Reader
you his or her business card,
Demonstrate a genuine interest in your readers as individuals by showing
take a few seconds to study
it. In some cultures, stuffing a respect for their intelligence, judgment, opinions, and preferences. Put
card into a pocket without distractions aside when you are communicating, and concentrate on satis-
reviewing it first could end fying your reader and on representing your organization. The attitude you
the business relationship. /n project in the tone of your letter should show the reader that you care, that
the United States, it is polite to you are looking at things fairly, and that you are genuinely interested in
shake hands during introduc- communicating.
tions. If someone refused to
When we fail to take a genuine interest in our readers and their needs or
shake your hand when you
offered it, and instead put when we let our emotions influence our communication, we are likely to
Copyright © Glencoe/MeGraw-Hill

heir hands in their pockets, destroy a positive tone. If you are sincere in your respect for the reader's
how would you react? Would intelligence, it will be evident by what you say and how you say it. If you
t your opinion of the make offensive statements to a reader, your communication will have the
opposite effect from the one you intend. Avoid the following destroyers of a
positive tone in your writing:

1. Talking down to the reader

NOTES Exaggerating
oN

Sincerely So Showing doubt, irritation, or indifference

A sincere intere’ .
your reader is essential to Criticizing, arguing, or being sarcastic
op

creating a positive tone.

Showing anger

200 Chapter 8
 1. Talking Down to the Reader
A letter has a condescending tone when the writer “talks down’ or
“preaches” to the receiver. This communicates that the writer lacks respect
for the receiver; this tone may provoke resentment from the receiver. You will
find that sharing ideas or making suggestions will generate a more receptive
attitude than trying to force acceptance of your views. Most people want to
be treated as equals and appreciate being asked rather than told. Look at the
following letter. Would it attract you to Bormann’s Back-to-School Sale?
Grane ) B:
CONDESCENDING TONE: Now is the time when all smart shoppers
are taking advantage of the special money- Getting Personal
saving buys at Bormann’s, while our Back- While people from some cul-
to-School sale is in progress. tures tend to communicate in
a direct, straightforward, con-
The message that everyone else is doing something implies that the cise manner, others tend to
reader is out of step if he or she is not doing it, too. According to this letter, communicate in a more elab-
“all smart shoppers” are coming to Bormann’s. Does this mean that the orate and personal way, espe-
reader is not intelligent if he or she does not shop at Bormann’s? cially in the beginning and
ending of their letters. These
A better approach is to stimulate interest by letting the reader decide that individuals may use “flowery”
“now is the time” to shop at Bormann'’s: language and perhaps a more
CONGENIAL TONE: Come in today and take advantage of the special formal tone. Middle Easterners
and Japanese people often
money-saving buys at Bormann’s Back-to-School sale.
write in this gracious style, for
Keep in mind that the reader, like everyone else, prefers to think and act example. When would it be
independently and is more likely to respond favorably if you make your appropriate to adopt a more
appeal through sound reasoning. You can guard against talking down to the personal tone in your letters as
reader by putting yourself in the reader's place. After you have written a let- opposed to being straightfor-
ter, read it as if you were the receiver and imagine your response. ward and direct?

2. Exaggerating
A letter may sound insincere when it contains any of the following forms of
exaggeration:

° Bragging

* Gushiness
Copyright © Glencoe/MeGraw- Hill
Copyright © Gloneoe/MeGraw-Hill

* Flattery

* Excessive humility

* Unlikely promises

Let's look at each of these examples of exaggeration.

Bragging. Boasting creates an impression of insincerity and weakens your

credibility; be prepared to back up everything you say when describing your
products and services. Embellishments, inflated statements, and superla-
tives such as “the best,” “outstandingly superior,” and “incomparable” sel-
dom sound convincing to the reader unless you give specific evidence to
back up your claims.

Messages That Promote Goodwill 201

 Gushiness. Gushy language in business letters may make the reader feel
that the writer is insecure about a product or service. The use of flowery
words and too many strong adjectives and adverbs may appear to the reader
as a way of compensating for the writer's uncertainty about the message.

Product Hype. Writers of sales letters and advertisements sometimes

exaggerate their products and services in their communications. Is this
ethical? What are the implications of the inflated words and statements
they use? What could be the ramifications on the business they repre-
sent? What could be some of the legal consequences of this practice?

Excessive politeness can make a message sound insincere and inappro-

priate. Avoid using overlong paragraphs and excessive repetition of the
reader's name. Although using the reader's name once in the body of a letter
can personalize the letter, using the reader's name repeatedly sounds phony.

Flattery. Flattery can be even more damaging than gushiness. Nothing is

wrong with giving a compliment that has been earned, but avoid embar-
rassing the reader with outright flattery.

If the flattery is too intense, the reader may feel that the writer is extremely
insincere.

goto

a
Excessive Humility. Excessive humility in a letter may signal to the reader
reylehi)
PAI 44 y that the writer has little self-respect. If, as a writer, you apologize to the point
of degrading yourself and your organization, you are destroying the reader’s
Activity 8-1
To test your skills, confidence in you.

Nothing is wrong with saying you're sorry, but don’t overwork the subject.
Excessive apologies aren't necessary if you have taken steps to remedy the
problem for which you are apologizing—solving the problem is what the
reader is really interested in.

Unlikely Promises. If you make exaggerated promises such as “We will take
care of each order the minute it comes into our office” or “Just a telephone
call and our technician will be right there,” your reader may be skeptical of
© Glencoe/MeGraw-Hill

everything you say. Remember, it is especially important to guard against

making rash promises you may be held to legally.
To a reader, a promise appears likely to be fulfilled when it is backed up
by reliable information. For example, when a businessperson can verify for
a customer that certain stock is available and can promise specific shipping
dates and methods, the customer is likely to believe the communication.
Gopyright

Broken Promises. As with other forms of exaggeration, making

unlikely promises can result in problems for the communicator.
What may be some of the results of making promises that you
cannot keep? What may be some ethical and legal consequences?

202 Chapter 8
 3. Showing Doubt, Irritation, or Indifference
Negativism in the form of doubt, irritation, and indifference destroys the
sincere tone you want your letters to have.

Doubt. Be careful not to use language that expresses doubt about your
reader's integrity or reliability. Referring to “your claim” or saying “we are
surprised” about something the reader said or did implies that you do not
believe the reader.

Irritation. Revealing in a letter that you are irritated does not help you
accomplish your purpose in writing the letter. You merely arouse the reader's
resentment at your lack of respect for him or her.

When responding to a customer's complaint about a product, a letter

written in an irritated tone might make the customer vow never to buy from
your company again. Rather than belittling the customer, a message that
maintains the customer's goodwill might instead explain the cause of the
problem, outline an action taken to correct the problems, and describe how
the customer can prevent a recurrence.

Indifference. A common reason retail stores lose customers is indiffer-

ence—an apparent lack of interest or enthusiasm in meeting the customer's
needs. Whether a store's employees actually display an attitude of indiffer-
ence doesn't matter. If customers perceive indifference—even if it is only
imagined—they are likely to take their business elsewhere. Consequently, a
major concern of retailers should be to convince customers that the retailers
really care about them.

4. Criticizing, Arguing, or Being Sarcastic

Criticizing, arguing, or making a sarcastic remark in your letters will only
destroy your message and reflect negatively upon you and your organiza-
tion. The reader can only read the actual words you have written, harsh as
they may be. He or she cannot respond to or look for other clues to your
intended meaning.

When you talk with someone face to face, you usually do your best to keep
ret ato tTTy

Hill
Copyright © Glencoe/MeGraw-

the conversation pleasant. You try to put the other person at ease, and you
ee tee ent reer

avoid sounding critical or saying anything he or she might resent. On the

other hand, when you write a letter, the temptation is greater to ignore the
reader's feelings and think only of your own. For instance, you may be
tempted to “needle” the reader by using sarcasm. Sarcasm, however, will not
only offend the receiver but may also sabotage the entire effect of your mes-
sage. Remember that in a written message you can’t soften the tone by smil-
ing or listening to the reader's side, as you can in face-to-face conversation.
ee

How would you feel if you were a supervisor, and you received this memo
from your boss?

Congratulations to you and your staff on developing a successful

training contract with Collins and Ripp. Three must be your lucky
number as this is the second contract that required three attempts

Messages That Promote Goodwill 203

 before acceptance. Let’s hope that number can change to “two” or
ideally to “one” for future contracts.
Wouldn't you respond more positively to the following?

Congratulations to you and your staff on securing a successful train-

ing contract with Collins and Ripp. Developing these contracts does
present problems. However, with the challenges we have experi-
enced, | am sure we will now be able to move ahead quickly with
additional contracts in this area.

5. Showing Anger
Showing anger in a letter provokes a reader's hostility, which makes trans-
acting business impossible. Even though your anger may be justified, never
let it show in a letter.

If you do feel angry about a situation, it is better to wait until your anger
has passed and you can see the situation clearly and calmly before you begin
writing. Then approach the situation logically and develop a courteous, rea-
sonable letter that will help the reader see your viewpoint. You will be much
more likely to solicit a favorable response and improve relationships when
you “keep your cool.” How would you describe the mood of the writer of this
letter, which was addressed to the president of a large organization?

Did you really think you could get away with taking my stereo system
back to “fix it” and not refund my money? This piece of junk has
never worked right, and | don’t want it “fixed” or replaced—! want
my money back so | can buy one that works.
How would the organization president feel about this customer after
reading it? Let’s look at a more straightforward revision:
goto On March 6, 19—, | purchased your Placemar Stereo system, Model
lp PS4288, (Order no. C92-3324). On March 30 | returned it because it was
not working properly and requested my money back. | do not want this
Activity 8-2
To test your skills. system repaired, nor do | want a new one. Please send me a full refund.

Focusing on Positive Ideas

Oopyraht © Glonsoo/MoGraw-Hill

In developing a positive tone in your letters, it is important to remember that

the reader is more interested in what you can do than in what you cannot do.
You cannot always answer yes to a request, but you can say no with a friendly
tone if you stress the positive and play down the negative. Your letters should
sound helpful and encouraging to the reader.

Even a few negative words in a letter can sound unpleasant; and, as we

discussed in Chapter 2, several negative words can create an unpleasant
overall effect on the reader. Look at the following paragraph, for example:

We were sorry to receive your letter stating that there is something

wrong with your Roger’s CD player. It is too bad that you found this
merchandise to be unsatisfactory. Just ship it back to us, and we will
send you another one just like it.

204 Chapter &

 Now let’s take the paragraph apart and see what gives it such a negative
tone. At first glance, We were sorry to receive your letter sounds as if it might
be saying the company is sorry to get the letter. The sentence beginning
with It is too bad suggests that although the customer found the merchan-
dise to be unsatisfactory, perhaps no one else has. The final sentence, Just
ship it back to us, and we will send you another one just like it, fails to answer
the customer's concerns and conveys indifference to their situation. How
should the CD player be shipped? Will the customer really want another one
just like the faulty CD player, or one that works properly?

Here's the way the letter might have been written if the writer had been
thinking of the reader's viewpoint:

Thank you for writing us about the Roger’s CD player we sent you
recently. We are sorry that it is not working properly. We have
instructed our carrier to deliver a new system to you next week and
to pick up the system you are returning. I’m sure your new Roger’s
system will give you many hours of listening pleasure.
These two letters contain the same facts—but do you sense the differ-
ence in tone?

Checkpoint 8.1

1. What are the possible benefits and drawbacks of showing sincere

interest in your reader?
2. How would you characterize the tone of the excerpt from the letter
below? Explain your answer.
Because we think you are so special, Ms. Evans, we are offering you,
and you alone, a once-in-a-lifetime opportunity. So call us today,
Ms. Evans. You can reach us at our convenient toll-free number at
any hour of the day or night. Ms. Evans, we're waiting for your calll!
3. What changes would you make to improve the excerpt in question 2?
Hill
Copyright © Glencoe/McGraw-Hill

Capyright © Glenooe/MeGraw-

PROMOTING A SERVICE ATTITUDE

All your written communications should create the impression that your
organization is a friendly one that is interested in the people it serves. Even
though you aren't trying to sell goods or services in every letter, you are try-
ing to sell ideas and the organization you represent.

Service Attitude Checklist

In order to build goodwill for your business, you will need to find many ways
to project a service attitude in your correspondence. A service attitude is
made up of both a sincere interest in the customer's welfare and the willing-
ness to do a little more, to give a little extra.

Messages That Promote Goodwill 205

 A well-expressed service attitude will pay dividends (including monetary
ones) for your organization and for you. In addition, you will have the per-
sonal satisfaction of doing a job well. Your service attitude will show the
reader that you desire to serve rather than just make a profit.
NOTES r
You can express a service attitude by anticipating a customer's questions
Service Attitude |
Checklist & and providing needed information before it is requested; by including infor-
mation you know will be of particular interest to the reader, such as an article
Anticipate questions
and provide answers or a brochure; and by making it easy for the reader to respond to your letter
Include additional, relevant by enclosing an addressed, postpaid reply card or envelope, if appropriate.
information
Gestures like these build and maintain goodwill. They convey a thought-
Make it easy to respond
fulness that people will notice and appreciate.

Dealing With “Bad News” Situations

In letters that contain good news, building goodwill is fairly easy. When orga-
nizational policy or other circumstances prevent replies that customers
would like to have, however, building goodwill is more challenging. This is
the case in the following “bad news” situations, in which you may need to
answer no to a customer or Client's request, state that a customer or client
has made an error, or state that a customer or client's criticism of the orga-
nization’s products or service is unjustified.

Skillful writers, using tact and imagination, are able to build goodwill
even in these problem situations. Three frequently used techniques to pro-
mote goodwill follow:

1. Beginning with a “goodwill idea”

2. Considering the customer or client's viewpoint

3. Selling the organization's viewpoint

1. Beginning With a “Goodwill Idea”

Open the letter with something the reader will be pleased to hear. This is true
whether the main message of the letter is good or bad news for the reader.
Gepyrighit@ GlanngeMetaeaw til
In a “bad news” letter, rather than starting with an unpleasant idea that
will immediately set up a barrier between you and the reader, start with an
idea you know the reader will agree with. This gives you an opportunity to
gain the reader's attention while you gradually introduce your point of view.

2. Considering the Customer or Client’s Viewpoint

NOTES You can build and maintain goodwill for your organization by keeping the
Helpfully reader's point of view clearly in mind at all times. By doing this, you can build
Yours goodwill even when you must tell people no or that they are wrong. You
Build goodwill by would, of course, avoid saying to someone, “You are wrong.”
providing information that the
customer needs. In these situations, you should take the time to find out what the person's
position is. Try to look at things from the customer's perspective by asking
yourself questions such as the following: “What type of response might he

206 Chapter 8
 or she appreciate?” “What might the person consider a reasonable alterna-
tive if his or her request cannot be accommodated as specified?” “What
explanations might the customer or client accept?”

For example, suppose you represent a camera company, and a customer

wants you to replace a camera that has a two-year warranty that was pur-
chased four years ago. In saying vo to the replacement, consider if the cus-
Thinking Capye
tomer would appreciate alternatives such as a trade-in allowance on a new
camera, an estimate for repairs, a recommendation for similar cameras, or Discuss: You are working in
some other type of assistance that your organization is willing to provide. If a store when a customer
comes in and requests a refund
the customer wants to buy a new camera, then you would want to know for a faulty hair dryer. You
what the customer values most in cameras—the cost, the brand, the attach- examine the hair dryer and find
ments, the ease of use, or something else. With this information, you would that the customer has dam-
aged it. You cannot give the
know how to respond and which selling points to stress.
customer the requested refund.
Try to discover and point out benefits to the customer in a situation You have carefully followed the
three steps for selling the orga-
where few or none may be apparent. Above all, try to express the organiza-
nization’s viewpoint, but the
tion’s point of view in such a way that the customer or client accepts it and customer is still insisting on the
is still friendly toward your firm. Your letter should make it easy for the cus- refund. How will you handle
tomer to agree with you. the situation?

3. Selling Your Organization’s Viewpoint

In writing business letters for problem situations, you cannot build goodwill
by losing your temper or showing annoyance. Look at this example:

You certainly are not entitled to the 2 percent discount you took, as
you could clearly have seen if you had read the terms of our invoice.
This writer missed an opportunity to promote goodwill. To sell the organi-
zation’s viewpoint, the writer should have explained the reasons behind the
company policy, pointed out the fairness of the policy to all customers, includ-
ing the reader, and described possible benefits of the policy for the customer.
By using these three steps, the writer could have replied diplomatically as
shown in this revised example.

Thank you for your check for $1,372.84 in payment of our invoice
8970K for $1400.86. We notice that you have deducted the 2 per-
Copyright © Glencoe/McGraw-Hill

Copyright © Glencoe/McGraw-Hill

cent discount offered on payments made within ten days of the date
of purchase. To be eligible for the discount, you needed to have sent
your payment by August 30, ten days from our invoice of August 20.
However, your check is dated September 15. We assume that this was Goto
: rie)\\,
an oversight—that you intended to send your check within ten days.
As payments made within ten days of the purchase date represent a Activity 8-3
To test your skills.
savings to us, we want to share that savings with customers who
have contributed to that savings. Therefore, in fairness to all our cus-
tomers, we have to maintain the ten-day discount period. May we
have your check for $28.02?
In the revised letter, notice that the writer doesn't demand payment but
instead immediately catches the reader's interest by drawing attention to
the difference in the payment amount and the invoice amount. Then the

Messages That Promote Goodwill 207

 writer leads the customer gently to the organization's point of view. By the
time the reader gets to the last paragraph of the message, he or she should
be ready to answer yes to the question, “May we have your check for $28.02?”

goto Letters as Goodwill Messengers

ao Uw You must care how your letters sound if you want them to build goodwill. Try
Activity 8-4 to visualize each letter as a goodwill ambassador for your organization.
To test your skills.
Evaluate the effectiveness of your “letter salesperson” in the same way as you
would a real salesperson—keep in mind that a salesperson may be both per-
sonable and courteous but still not be successful in making a sale.

WRITING GOODWILL MESSAGES

66 What you do when you Letters written only to build or maintain goodwill are unique because they are
don’t have to determines letters that do not have to be written. If such letters were not sent, no material
what you will be when you change in the existing situation would result. When someone takes the time to
can no longer help it. 99 send a goodwill letter, it is appreciated and remembered, resulting in valuable
—Rudyard Kipling improvements in human relations. Conveying a thank-you or congratulations in
writing rather than verbally is especially effective since the recipient of your
message will have a tangible reminder of your goodwill thoughts. You should
look for opportunities to send written goodwill messages to others.
|

/ Tiina 8.4 Whatever their specific purpose, goodwill messages, like other successful
business communications, share certain characteristics beyond their desire
U Discuss: You see an acquain- to generate reader approval. These characteristics include naturalness, sin-
tance who has on a new suit
and who looks especially nice. cerity, friendliness, and enthusiasm.
You comment, “Terri, you really
we

Of these characteristics, sincerity is probably the most important in a

look sharp today. | like your
goodwill letter. Pretending to be sincere won't work—a reader can detect
————_ ery

new suit.” Terri gives you a

funny look. How would you feel this and will feel as if you are trying to manipulate him or her. Remember to
about Terri's reactions? How do avoid using humor in a goodwill letter because humor may be perceived as
you think Terri should have
reacted? sarcasm, You may risk losing the sincere tone of your message if you try to
inject humor into it. What happened in the message that follows?

Congratulations on your recent promotion to senior account execu-

tive. How does it feel to be part of the senior citizen crew? Now you
too can be part of the problem instead of part of the solution. Ha!
All goodwill letters share one purpose: to generate goodwill by showing
sincere interest in the reader.
©
Cony

Typical goodwill messages include the following:

* Letters of thanks and congratulations

* Letters that announce, invite, or welcome

° Letters that express get-well wishes or sympathy

¢ Letters that maintain or reactivate business

208 Chapter 8
 As an example, look at the goodwill letter written by a vice president of
Capital Communications, Inc., to one of its customers, Pantry Stores, Inc., oe

in Figure 8-1. The letter salutes the grocery chain for its support of a com- DIVERSITY 8.3
munity activity. Can you answer yes to the questions on the “Checklist for a
Goodwill Letter” below when you read this letter? No Bias
When writing goodwill mes-
sages, be sure to use gender-
neutral words. Many people
V CHECKLIST FOR A GOODWILL LETTER are offended by sexist lan-
guage. For example, referring
YES to he can be offensive to a
1. If you were the receiver, would you female executive, and refer-
like to receive this letter? ring to police officers as male
can be offensive to a female
2. Will the receiver feel that you enjoyed writing
police officer. Can you think of
the letter and that you mean everything you say? other words that may be o én.
3. Did you keep the spotlight on the receiver? sive? Share these with your
4. Did you avoid including specific sales material? class during discussion.

Capital Communications, Inc.

¢ est ¢ RO, Box 27835 + Mormons,
TN 38187-0456
mal capcom
Ora. con
Mrsh2e + Fee Sy 585-4377 =

June 2, <YEAR

Mr. Bruce Allen, President

Pantry Stores, Inc
316 Belgian Street
Germantown, TN 38138

Dear Mr. Allen:

A business like yours is a credit to our community, Your commitment to helping

satisfy some of the community's needs makes anyone associated with you proud,

The future growth of our city will be enhanced by its ability to obtain a National
Football League franchise. A sellout of the upcoming exhibition game is critical to
Copyright © Glencoe/McGraw-Hill

C .’ opyright © Glencoe/McGraw-Hill

this effort, At the Expansion Committee meeting today, | learned that Pantry Stores is
supporting this drive by purchasing 200 tickets to the game

I was even more impressed to learn that you donated those 200 tickets to the young
people of The Boys and Girls Club. They will certainly appreciate the opportunity to
see live at Liberty Bowl Stadium the biggest sporting event of the year.

While Lam sure your generosity will not be widely publicized, we at Capital
Communications, Inc., wish to compliment you.

Sincerely,

Zan Whitsett

Zan Whitsett
Vice President

sm

Figure 8-1
This goodwill letter salutes
a business for supporting 2
community activity.

Messages That Promote Goodwill 209

 THANK-YOU MESSAGES

You can find many occasions for writing personal thank-you messages—for
example, when someone gives you a gift, does you a favor, interviews you for
a job, or recommends you for a promotion. A thank-you message is an

ThieiCap 8.5
appropriate response to any act of thoughtfulness or kindness. You will also
find many other opportunities for writing thank-you letters to build goodwill
Discuss: Why would sending for you and your organization.
a thank-you letter to a person Organizations often send letters of appreciation to a new customer for a
and sending a copy to the per-
son’s supervisor be doubly first order, to an established customer for a particularly large order, to an
appreciated? individual or an organization for completing an outstanding job, or to
someone within the organization for doing something he or she is not
required to do.
be
ee

Occasionally (it should happen much more often!) such letters of appre-
{ ciation are also sent to customers who order the company’s products regu-
larly and pay their bills on time; to employees who consistently do their work
well but quietly; and, to individuals and organizations who cooperate on
Activities 8-5, 8-6, routine jobs but get little attention.
and 8-7 Other opportunities for sending thank-you messages include special
To test your skills.
occasions—such as anniversaries and holidays—and occasions when orga-
nizations or individuals provide special services or take on extra responsi-
bilities where the only “pay” is a message of appreciation. In these latter sit-
uations, sending a thank-you message is a must.

Anonymous Caller. A bank has set up a fund to help with medical

expenses for a child in the community who has a terminal illness.
A call comes from a woman in the community who donates $5000
to the fund, but the woman requests that her donation be kept
anonymous. The employee taking the call has caller ID on her
phone, so she knows who the donor is. When the child’s family
learns a large donation has been made, they ask for the name of the donor so they can thank him or
her. Would it be legal or ethical for the bank employee to tell them the donor’s name? eet

MESSAGES OF CONGRATULATIONS
1 Gionoe

A message of congratulations or commendation is much like a message of

appreciation—each recognizes and expresses interest in a worthwhile
ty!

achievement or important milestone. A letter of appreciation thanks someone

G

for doing something special or going an extra mile, implying a job well done.
A letter of congratulations tells a person “well done” for getting a promotion,
winning an award, completing a project, and so on, and implies a thank-you
for getting the job done.

210 Chapter 8
 When your friends celebrate special events or receive honors or special
recognition, they should be congratulated. Similarly, businesspeople send
congratulatory letters to customers, clients, and employees on occasions such
as anniversaries, graduations, births, marriages, promotions, retirements,
openings of new businesses, purchases of new homes, the winning of elec-
tions, and the receipt of awards. When you send congratulatory letters such as
these, you convey a pleasant message and create a favorable image of you and
your organization in the recipient's mind. The following congratulatory note
was sent to an executive who recently became vice president of the company:

Congratulations, Mrs. Santana, on your recent promotion to vice

president of Mode Software Corporation. You certainly have earned
the promotion. Under your capable leadership, | know that the busi-
ness will continue to grow and prosper.

Remember, it is important to distinguish messages that are primarily Activity 8-8

goodwill messages from those whose main goal is sales. The emphasis is on To test your skills.

goodwill when a leading child care service sends a beautiful baby diary to
new parents and attaches the following message:

Congratulations to the proud parents from The Cradle Club—the child

care service with the most loving and reliable babysitters in town!

Although the goodwill message was used in this case as an attention-getting

device for promoting the child care service, the focus is on the goodwill message.

Certainly the contractor who received the following sales message was
not fooled into thinking it was a sincere, personal message simply because
it began with a congratulatory statement:

Congratulations! | just read the good news that you’ve been selected as
the architect for the new public library in Danville. As the architect, you
will be looking for materials that will be durable as well as economical.
Hillard’s building supplies are both durable and economical . . .

A letter like this one is pure sales promotion with a gimmick opening—
Copyright © Gleneooe/MeGraw- Hill
Copyright © Glencoe/McGraw-Hill

it’s not likely to build goodwill. A goodwill message should focus attention
on the occasion that inspires it. If the writer instead seems more interested
in his or her own organization than in the important events in the reader's
life, the reader naturally feels tricked.

Remember that when you write a letter on your organization's stationery,

you speak for your organization as well as for yourself—your organization is
talking through you. Therefore, when you write a congratulatory message on
letterhead stationery, whatever good (or bad) feeling is aroused in the reader
will be directed to your organization as well as to you personally. Because you
are using your organization's letterhead, your organization will be remembered
by the receiver; don't spoil the good impression resulting from a congratulatory
message with an unnecessary sales pitch.

Messages That Promote Goodwill 211

 LETTERS THAT INVITE, ANNOUNCE, OR WELCOME

Special occasions and special services often present occasions for writing
goodwill letters.

Invitations
Two types of invitations that you may be called upon to create are (1) formal
invitations and (2) informal invitations.

1. Formal Invitations
Formal invitations are sent to invite someone to a special event such as the
dedication of a new building or a dinner in honor of someone, or to invite
Tidingap 3.6 someone to a special event such as a wedding. Formal invitations usually
follow a traditional format, with each line of the invitation being centered on
Discuss: What does
the card (see Figure 8-2). Before preparing a formal invitation, refer to an up-
“Black Tie” on a formal
invitation mean? to-date etiquette book for correct wording and arrangement of information.

If you wish to receive a reply to your invitation, include an R.S.V.P. This

phrase, which comes from the French “Reply, if you please,” has been sim-
plified to mean “please reply.” Some invitations you send will include a
reply. card for the recipient to complete and return to you; others will
include a phone number so the recipient can phone a reply. The degree of
formality of the event usually determines which method is appropriate. In
any case, a reply is expected.

Figure 8-2
A formal invitation is printed on
heavy card stock with each line
of text centered. Senator Sally Black
requewls the pleasure of your company
at dinner
fll

on Tuesday,
the frst of May
hE MC Cavers pesennn/ nian en

Nineteen hundred
and ninety-nine
| DIVERSITY 8.4
at seven o'clock in the evening
Respond, Please
R.S.V.P. is an abbreviation at the Syracuse Country Clu
of the French expression
repondez-vous sil vous plait. 384 Country Club Way
Is this still @ correct expression?
Do you think all cultures
respond similarly?

Chapter 8
 2. informal Invitations
In contrast to formal invitations, informal invitations are written in letter
format in a more casual style. In addition to extending an invitation to an
event or social gathering, they should provide the following specifics about
the event, including day, date, time, type of function, reason for the function,
location, who is included in the invitation, dress requirements (if any), anda
request for a reply.

Look at the informal invitation shown below. Note how it includes all the
Activity 8-3
necessary information while retaining a casual style. To test your skills

Dear Mr. Griggs:

Mr. Cade has asked me to invite the members of the Historical Acquisitions Figure 8-3
Committee for the Ford County Museum to meet with him for lunch on An informal invitation must con-
Tuesday, March 14, at the Beef House Restaurant at 12 noon, He would like tain all the necessary details the
very much for you to come. reader needs to know.

Mr. Cade wants the committee to discuss plans for the centennial fund-raiser to
be held in July. Please call me at 555-4452 by Monday morning, March 13, to
fet me know whether you will be able to attend.

Sincerely yours,

Qtek Gllled
Deborah Fetters
Assistant to Mr. Cade

Replies to Invitations
When you receive an invitation, you should reply whether or not you intend
to accept the invitation. When accepting an invitation, you should express
pleasure at being asked, confirm all the details, and make it clear exactly who
and how many will be attending.
Hill
:00/McGraw-Hill

When refusing an invitation, you should express regret at being unable to

Copyright © Glencoe/MeGraw-

attend, repeat the details of the invitation, and thank the recipient for the
invitation. Provide a general explanation of why you can't attend. Remember
to always strive to keep the goodwill of the person who extended the invita-
Gopyright © Gle

tion when you write. Look at the note in Figure 8-4 for an example of a
refusal of an informal invitation.

Unable to Attend? Assume you refuse your employer's invitation

to a company dinner because you just don’t want to go. You tell
your boss you have another commitment, but your coworker knows
& ETHICAL i you don’t really have any other plans. Is this ethical behavior?
l ey
ae What are the possible ramifications?

Messages That Promote Goodwill 213

Figure 8-4
An informal refusal presents
Dear Mr. Henry:
the refusal in a kind but clear
manner. Thank you for your kind invitation to speak at your annual
broker/dealer conference in St. Louis, Missouri, on Saturday, September 10.

t have another speaking engagement that same day that I committed to

several months ago. Therefore, I will not be able to accept your invitation. If
I could help with your conference in any other way, | would be happy to do so.

Best wishes for a very successful conference.

Sincerely,

Announcements
Goodwill announcements can be formal or informal. Formal announcements
are printed on card stock using much the same language as that of a formal
invitation. Remember to consult a reference manual or an up-to-date etiquette
book for proper wording. Announcements can also follow the informal format
of a flyer or a letter. Announcements can be sent for the following occasions:

* Major business changes—the opening of a new business, a new loca-

tion for an existing business, or an expansion or reorganization of
facilities. These announcements usually include an invitation to visit.

Personnel changes—a promotion of an employee, the appointment

of a new official, or the hiring of a new representative of a company.

New services or policies—extended operating hours, improved credit

terms, or a new line of products. These announcements often invite
the receiver to try the new service being offered.

In the message shown in Figure 8-5, a credit union uses a letter to

announce a new direct deposit plan.

OopyHaht @ Glenage/MoOiraw hilt

Dear Credit Union Member:
Figure 8-5
Now you can have safety and convenience with direct deposit of your paycheck
This friendly letter points out or any other check you receive regularly.
the benefits of direct deposit.
The plan is confidential and very convenient because it deposits your paycheck
directly into your checking account every payday--even when you're away. Of
course, you'll still receive your paycheck stubs.

To make your paycheck deposits automatic, simply complete and sign the
enclosed authorization card, and return it in the enclosed reply envelope. That's
it. We'll see that your business office gets the card.

Sincerely,

Larry Williams, Manager

Chapter 8
 Welcome Messages
Letters of welcome are written for many occasions. These messages may be
morale builders; usually, these messages have a definite sales flavor. They
might offer greetings to new members of an organization or a “welcome
aboard” message to a new parts supplier.

Welcome to Central Illinois Bank. I was pleased to learn this morning that you
have opened an account, and | want you to know that all of our personnel are
ready to make it easy for you to use our many services.

We sincerely appreciate your confidence in us as expressed in the opening of

your account, and we will do our best to make your association with us both
pleasant and profitable for you,

Although these letters usually discuss an organization's services and

products and invite readers to call or visit, they avoid specific sales pro-
motion. They can be seen as benefiting both sender and receiver. For
example, many retail stores and service firms regularly send letters wel-
coming new residents of the community in order to build goodwill and
gain new customers.

In writing a letter of this type, follow these steps:

1. Begin with a statement of welcome.

2. Comment favorably on the newcomer’s choice of a place to live.

3. Mention what your organization has to offer.

4 . Include a special discount or incentive to encourage the new-

comer’s business.

GeET-WeELL WISHES AND SYMPATHY LETTERS

When a personal friend or a business acquaintance is ill, he or she would

Gopyright © Glencoe/MeGraw- Hill

welcome get-well wishes from you. If the illness is not serious and recovery
is expected, you can send a humorous get-well card or a cheerful, happy let-
ter. On the other hand, if the illness is serious or the person is recovering
from a major operation, then you should send a more subdued card or letter
unless you're sure that person would enjoy a joke.

Remember to be optimistic when you are writing to someone who is ill.

Mention once at the beginning of the letter how sorry you are that the per-
son is ill. After that, talk about a return to normal life, as did the writer of the
following letter:

| just learned that you had some major surgery over the weekend. |
certainly hope you will soon be up and about again. When you are
up to visitors, please call me so | can stop by. In the meantime, please
work on a speedy recovery.

Messages That Promote Goodwill 215

 Goto- Sympathy and Condolence Messages

IAL Activity 8-10

Ay Messages expressing sympathy or condolence are sent to people who have
experienced a death or serious illness. They are often the hardest letters to
write because of their negative aspects. Consequently, many people tend to
| To test your skills.
put off writing these messages until it is too late to send them. Remember, it is
important to get in the habit of sending a sympathy message when the situa-
tion calls for it. In doing so, you will build goodwill with your thoughtfulness.

Sympathy messages should usually be short. Although you don’t want to

seem curt or unfeeling, you should still be concise. As a rule, limit your let-
ters of sympathy to two paragraphs. The first paragraph should express
sympathy, and the second paragraph should take a calm and optimistic
look toward the future. Remember to be careful with your use of the word
death. The more you use substitute words to avoid the dead person’s name
and the words die and death, the longer you will extend your talk of the
death and dwell on the reason for the grief.

If you knew the deceased personally, use the “magic formula” for writing a
condolence letter: cite a personal incident or some small thing the deceased
said or did that showed him or her to be a kind, considerate, and thoughtful
person. This intimate touch, something personal that you alone are able to
share about the deceased, will mean more to the recipient than all the flow-
ery phrases and fine-spun sentiments you could write. The fact that you are
writing to express your sincere feeling is the important thing to the recipient.

LETTERS TH AT MAINTAIN OR REACTIVATE BUSINESS

Many organizations use routine customer cooperation as an occasion to

send a goodwill letter, as illustrated in the following letter to a new customer
who has just made the final payment on a special 90-day account. The credit
manager did not have to acknowledge the payment, but he showed interest
in the customer and built goodwill by doing so.

Special customers like you have made possible our success since the
day we opened 40 years ago! Thank you for your final installment
payment, which we received today. Your account has been marked
“paid in full.”
We appreciate your promptness in paying off your account. Please
visit us again.
Follow-up letters sent after a customer has purchased a product or ser-

Goto ___ vice build goodwill because they show an organization's interest in cus-
tomers’ reactions and the desire to improve its products and services.

8-11 and 8-12 Letters That Reactivate Business

To test your skills.
Letters are also often sent to customers whose accounts have been inactive for
along time. This is a way of trying to find out why formerly active customers are

216 Chapter 8
 no longer coming around. These letters may try to persuade customersTiga to 8.7
return to the business by offering a fine gift or discount, as does the letter below: ;
Discuss: How would you feel
Here’s a sale you won’t want to miss! The Wardrobe’s once-a-year if you were the customer in
BIG sale of merchandise from all departments starts on Tuesday, Legal/Ethical situation 8-5?
Will the store get the customer
October 10. You will have to see the prices to believe them! Drastic
: . : back? Did the store build
markdowns have been taken on our finest fashions and accessories. goodwill?
To let you know how much we've missed you, we’re sending along a
welcome-back gift—a certificate good for $10.00 off any purchase of
$75 or more.

Read the Small Print. A large department store sends a letter to a

| LE (@ AL_ ow former customer trying to persuade the customer to return. A coupon
) oF worth $20 if used within 30 days is enclosed with the letter. The for-
& E I la fo) mer customer goes to the store and selects a $25 item, but when she
takes the item to the sales associate to pay the difference, the sales
associate tells her that the coupon is valid only for purchases of
$100 or more. Sure enough, in very small print at the bottom of the coupon is a disclaimer statement
to ) this effect. Even if this is legal, is it ethical. What would likely be yee reaction in this situation?
re ee ——— See ——— a ee ed

APPLYING PRINCIPLES FOR GOODWILL LETTERS

Here is a quick-check reminder of the principles you should emphasize in

writing a goodwill letter:

1 Write sincerely.

2. Make the reader feel important.

3. Keep the message as natural and friendly as a person-to-person chat.

4 Send the letter promptly.

5 Avoid the use of humor in a goodwill letter because there is a fine

@ WIANGCOO/MOUITIWehir

line between humor and sarcasm.

Don't take any chances that may lead the reader to misinterpret your good-
will letter—it's safer to stick with a straightforward message that is sincere.

Checkpoint 8.2
VOPYFGNl

1. Why is a letter an effective way to build goodwill?

2. What other ways besides letters can a business or organization use
to build goodwill?
3. In your opinion, who benefits more from goodwill messages—the
sender or the receiver?

Messages That Promote Goodwill 217

 V PRINCIPLES OF GOODWILL CHECKLIST
YES NO

1. Is the message written with sincerity?

2. Will the message make the reader feel important? Is the

emphasis on the reader throughout the message?

3. Does the message sound like a person-to-person chat? Is

the wording natural and friendly?

4. Did the message avoid humor? Humor may be interpreted

as sarcasm, which totally defeats the purpose of your
goodwill message.

CHAPTER 8 SUMMARY

Your workplace communications should create favorable impressions and

promote goodwill as well as accomplish specific objectives. Choosing appro-
priate words and developing and organizing coherent messages are vital t
effective communications. Equally important, however, is establishing 4
positive tone.

To establish and maintain goodwill, you must concentrate on creating @

positive tone. A positive tone is established by projecting a “you attitude”
showing sincere interest in the reader, and focusing on positive ideas. You
should also avoid using any of the destroyers of the “you attitude” and pos-
itive tone. You build and maintain goodwill by promoting a service attitude
and by reselling your products, services, and organization.
Internet
Building goodwill—a priceless commodity that individuals as well 2s
P’s and Q’s businesses need to be successful—is the primary purpose of all of the mes-
Search for an etiquette or sages we have discussed in this chapter. Whether a message is in the form
“Miss Manners” Web site to ofa note, memo, or letter, a written goodwill message will make a more pos-
look up information dealing
itive impression on a reader than a verbal goodwill message because it &
with goodwill messages.
tangible evidence of the sender's thoughtfulness.

218 Chapter
 Tuaned
CEE hy Customer Service
The expression “the customer is always right” may not be entirely true, but it
does convey the right attitude. After all, no business can survive without cus-
tomers, especially repeat customers. Repeat customers purchase your prod-
ucts or services again and again. They think well of your business and tell
others about it. The way to generate such loyalty is not just to provide an
excellent product or service, but to make sure that employees who interact
with customers know what they are doing. Customer service is a business's
public face, and it is the key to getting and keeping customers.

Connecting With Customers

Customer service is essentially any contact between a business and its
customers. Whether the contact is over the telephone, through writing, or in
person, how you respond to customers will affect your entire relationship
with them. Sales representatives should offer support and honest advice to
customers. If your business can’t meet customers’ needs, help them anyway.
If customers have complaints, respond by listening carefully and acting
promptly. By doing so, you generate goodwill among customers, which brings
them back to you later.
Successful business owners know that they never get a second chance to
make a first impression. They also know that bad impressions have a deeper
impact than do good ones. Businesses that place a priority on customer ser-
vice and have a highly visible commitment to quality, hire employees who are
enthusiastic, polite, and knowledgeable. The customers may not always be
right, but they do have a right to expect prompt, courteous, and competent
service. When they know they will receive it, they will return for more.

[hinking Situation: You return a defective

appliance to a department store.
fritically The customer service representa-
- ~™ tive tells you he can't do anything
without a receipt. When you show
the receipt, the representative rolls his eyes and slowly prepares a
store credit. When you ask for cash instead, the representative tells
you “It is not store policy to give cash.”

Ask Yourself: Prepare a critique of the representative's performance.

What advice would you offer on how he can improve his skills with customers?
66 Diplomacy is the art of he ability to handle routine communication situations effectively on a
knowing what not to say. 99 daily basis will make you a productive, valued employee. In this chapter
—Matthew Trump, Writer, _ we'll look at techniques for preparing the routine correspondence that you
Mother Earth News will be writing. We'll also look at how to write form letters and how to decide
when they are appropriate. Being able to ask for information—sending
inquiry and request messages—is important to help you and your organiza-
tion make good business decisions. Knowing how to give information—
answering inquiry and request messages—is an equally important part of
doing business and maintaining customer goodwill.

HANDLING ROUTINE CORRESPONDENCE

All organizations need customer-focused employees who can handle routine

questions from people inside and outside the organization. You should take
the initiative to learn as much as you can, as quickly as you can, about your
organization so that you can handle routine inquiries yourself. Some
inquiries can be handled with a quick response by phone. (In this case, you
should mail or fax a written follow-up communication so that a written
record will be available to you and the receiver.) Other routine inquiries will
require you to send a written response. In this chapter, we'll concentrate on
routine written messages, although many of the same principles apply when
handling inquiries by phone or face-to-face.

If your job responsibilities include handling the mail for your supervi-
sor(s), you should follow these steps when a letter arrives:

41. Open the letter. Attach the envelope to the letter for verification of
the date it was mailed and the return address.

Review the message.

Underline or highlight the main points.

WO

Determine whether a reply is necessary.

pb

If a reply is needed, make notes for a reply and determine if the

o

Gopyright © Glencoe/McGraw-Hill

reply should be made in writing, by phone, or by some other

method. If a written reply is needed, write so that documentation of
the message is established.

Signing a Letter
When writing a routine letter or memo, you must decide whether to sign
your own name or your employer's name. Generally, this decision is made by
your supervisor and is based on company procedures.

Correspondence You Sign

Letters and memos that you sign should reflect your writing style and be writ-
ten from your perspective. For instance, you should refer to your employer in

230 Chapter 9
 TiidiingGap 9.1
the third person—“Mrs. Dudley suggested” or “Mr. Downing requested.” In
memos, your name appears in the FROM line. In letters, your name and title
should be keyed below the complimentary closing, as illustrated here:
Discuss: When you sign your
employer’s name to a docu-
ment, why should you add your
own initials just under the
handwritten name? Why is it
important to always secure per-
Sincerely, mission before signing someone
else’s name to any document?

Malynda Moore
Assistant to Viv Dudley

Correspondence You Sign for Your Employer

When you write a message and sign your employer's name, try to adopt your
employer's writing style, making the message sound like one he or she would
have written. Write from your employer's perspective—use the first person (/
or we) instead of Mrs. Dudley or Mr. Downing. When you sign your
employer's name, add your own initials unless instructed otherwise.

Accepting Correspondence Responsibilities

You will find many ways to improve your correspondence skills. You can
strengthen your abilities by accepting the following five basic responsibilities:

1. Check incoming messages for factual discrepancies.

Errors in dates and figures are especially common. Suppose you receive a let-
ter that gives the date of a monthly meeting as Thursday, June 8. You should
automatically check the calendar to verify that Thursday is June 8. Should you
find that Thursday is June 9, you need to write or call the sender for clarifica-
tion. In your request for clarification you then might tactfully write or ask,
“Am I correct in putting this meeting on the calendar for Wednesday, June 8?” Siri)
+a Ra ee es aD
2. Record all promises you make for further
Hill

Hill
Copyright © Glencoe/MEeGraw-

i © Glencooe/MeGraw-

communication. Idioms
In England someone check-
For example, when you write or tell someone that your employer will contact
ing his or her calendar about
him or her in a few weeks to arrange a meeting, immediately enter a follow-
an appointment might say,
up reminder on your desk calendar or in your tickler file. (A tickler file is an
“ll check my diary.” Instead
electronic filing system used as a memory aid to keep track of deadlines and of picking you up for an
due dates.) At the appropriate time, call your employer's attention to the appointment at two-thirty, an
need to confirm arrangements for the desired meeting. English person might say, “I'll
fetch you at half past two.”
3. Confirm in writing any appointments arranged orally. Can you name some idiomatic
Never trust your memory. Embarrassing and costly mix-ups often occur expressions you use in your
when the time, location, or other appointment details arranged in telephone daily life?
and face-to-face conversations are not confirmed in writing.

Messages for Inquiries and Requests 231

:
j
:
4. Recognize the importance of sending goodwill
messages promptly.
Regularly check newspapers and trade journals for items that suggest occa-
sions for sending letters of appreciation, congratulations, and other goodwill
messages from your employer.

5. Proofread all correspondence you write, sign, and

mail for your employer.
Use the spelling and grammar tools that are available on most word pro-
cessing software programs. Errors in keyboarding, spelling, and word usage
that you fail to detect reflect unfavorably on you, your employer, and the
organization you both represent. A misspelled word in a transmitted letter or
memo says to the receiver, “You're not important” or “I’m too busy or too
careless to check for errors.”

PREPARING ROUTINE COMMUNICATIONS

You may write several types of routine communications on your own initia-
tive or at your employer's request. They include the following:

¢ Information letters

« Acknowledgments

* Referral letters

¢ Transmittal letters

* Follow-up correspondence

¢ Internal communications

Information Letters
You may often find it appropriate to prepare letters giving routine informa-
tion. The exchange between office support personnel of Galaxy Satellite
Systems, Macon, Georgia, and the Kansas City, Missouri, Chamber of
Commerce illustrates such correspondence. See Figure 9-1a on the next page
for Ms. Marble’s letter requesting information, then look at the reply sent &
Ms. Marble from Marion Merkle, Administrative Assistant at the Kansas City
Chamber of Commerce in Figure 9-1b.

Acknowledgments
A communication received while your employer is away from the offiee
requires an acknowledgment. Some typical letters you will write for your
employer are those acknowledging receipt of letters, information or mate
ial, gifts and favors, and remittances.

232 Chooser Ss
 Figure 9-la
The writer of this letter
requests routine information
Dear Kansas City Chamber of Commerce: about an event.

Please send me the opening and closing dates of your Festival of Lights this year. A
group of Galaxy Satellite Systems managers would like to include a day at your
famous festival during a conference trip to Kansas City.

Sincerely yours,

Diane Markee
Diane Marble
Assistant to Bradley Pontecore

Figure 9-1b
Dear Ms, Marble:
Letters are sent in response to
Our Festival of Lights this year opens on Thursday. November 20, and ends on requests for information.
Saturday, December 30.

We have added your name to our mailing list to receive all special
announcements concerning the daily tours, parades, concerts, and other
aliractions. We believe your managers will find our Festival of Lights an
enjoyable part of their trip.

Best wishes for a successful conference in Kansas City.

Sincerely yours.

Marion Merkle
Assistant to Tom Szott

Letters
Hill

raw Hill
Copyright © Glencoe/MeGraw-

When you receive a letter that must be held for your employer's attention,
business courtesy requires that you send a stopgap letter. A stopgap letter is
a short, direct acknowledgment that explains why an answer will be delayed,
and when it may be expected.
When writing a stopgap letter, be careful not to obligate your employer or
to give out confidential information about why he or she is absent. NOTES
Another example of a stopgap letter is one written to explain that more
time is needed to prepare a complete answer. Often a person writing for Stopgap
information does not realize that it might take several days and communi- Measures
cation with several departments to get the facts together for a reply. When A stopgap letter is sent
when there will be a delay in
this is the case, send a short note—usually over your employer's signature—
answering a message.
to explain the delay. See Figures 9-2 and 9-3 on the next page.

Messages for Inquiries and Requests 233

 Figure 9-2
In this stopgap letter, the writer
explains that an answer will be
Dear Mr. Weinard:
delayed.
Thank you for your August 14 letter asking Senator Myers to speak at your Soil
Conservation meeting at 7 pM. on September 10.
erred

Senator Myers is out of the office this week. As soon as she returns, I shall
bring your invitation to her attention.

Sincerely yours,

Pe Aone
Jeanene Lowery
Assistant to Senator Myers
te ete

Figure 9-3
In this stopgap letter, the Dear Mr. Kukla:
writer explains why a delay
is necessary. You can expect the information you asked for in your April 12 letter in a few
days. In order for my report to be helpful to you, I must get data from both the
sales and the advertising departments.

Tam glad to cooperate with you on this project and expect to send a complete
answer by the end of the week.

Cordially yours,

Conch Wbbis
Carol Willis
District Manager

Hill
Gopyviiaht © Glennoe/MoGraw
When a delayed reply is a common occurrence in a business, a form letter
or postal card may be sent for acknowledgment. If you are employed in an
office that processes property loss claims, for example, you could build
goodwill by acknowledging each claim on the day it was received with a brief
message such as the one shown in Figure 9-4. Even though this letter is a
form letter, notice how it appears to be individually written—word process-
ing software programs make it easy to personalize a form letter.

Information or Material
You should always write acknowledgments when packages, requested infor-
mation, and other messages or materials are received. These acknowledgments
Activity 9-1 should be direct, concise, and courteous. They should include a thank-you to
To test your skills the sender as well as the details needed to identify the material received, which

234 Chapter 9
 Figure 9-4
In this form letter, the writer
acknowledges that correspon-
Dear Miss Shepherd:
dence has been received.
Your recent notice of loss has arrived, and it is receiving our prompt attention,
You will receive a complete reply as soon as the property loss you described is
evaluated by an adjuster.

Sincerely,

Maria Garza
Customer Service Specialist

Figure 9-5
The acknowledgment form is a
Dear Mrs. Lowery: record for the files.
The signed contracts relating to the Mitchell case arrived this morning. Thank
you for sending them so promptly.

Sincerely,

vewige. Boren
George Byron
Assistant to Michelle Hicks

is important because the acknowledgment becomes a record for the files.

You may want to use a form message when you_need to send many similar
acknowledgments. The principles of good writing are illustrated in the routine
acknowledgment of signed contracts shown above in Figure 9-5.
Copyright © Glencoe/McGraw-Hill

Gifts and Favors

Simple and sincere thank-you acknowledgments should be written for gifts
(such as flowers to mark an open house or the dedication of a new building)
and favors (speaking to a professional group in response to a request) as well
as for congratulatory and other goodwill letters received from clients and
ee

friends. Look at the example shown in Figure 9-6 on the following page.

Remittances
Remittances (payments) by check are seldom acknowledged. They simply
show up as a credit on the customer's next statement—the customer's
canceled check serves as notice that the payment was received. Some

Messages for Inquiries and Requests 235

Figure 9-6
A simple thank-you letter
acknowledges a gift. Dear Miss Gotardo:

You were most generous to send copies of your interesting booklet, E-Mail
Etiquette. for all the members of our office staff. Your commonsense discussion
of using e-mail to save time—with checklists and clever illustrations—will
certainly help our employees be more productive.

Sincerely yours,

Carsbyn, dennhtnn
Carolyn Sennhenn
Assistant to Mrs. Henderson

managers believe, however, that the goodwill gained by a written acknow!-

edgment outweighs the time and expense of writing the letter. A letter
acknowledging a remittance should: be brief, express appreciation, give the
amount and form of the remittance, tell what the remittance is for, and builé
goodwill through a warm, friendly tone.
See how the letter in Figure 9-7, acknowledging a payment by Mr
Hensley on his account, follows these five guidelines.

Figure 9-7
This acknowledgment follows Dear Mr. Hensley:
the five quidelines.
9 Your Check 534 for $300 arrived today and has been credited to your account,
We do appreciate your prompt payment, which reduces your account balance to
$150.

Cordially,

Tom Mellon
Credit Manager

You should always send a letter acknowledging a remittance in the fol

lowing situations:
¢ When a customer pays his or her first invoice
¢ When a customer makes the final payment on an installment loan

¢ When the remittance is an unusually large one

¢ When a monetary gift (solicited or unsolicited) has been received

236 Chapter #
Referral Letters
Sometimes a letter received by you or your employer can be answered better
Tinideigeap 9.2
by someone else in your organization. You should, of course, refer the letter Discuss: Why should you
send a copy of a referral letter
to this person for a reply. If the person you refer the letter to is not in the
to the person to whom you are
same office as you, or for any other reason cannot reply immediately, you referring your reader?
should send a referral letter to the writer of the original letter, as shown in
Figure 9-8. Then send a copy of the referral letter, along with a request to
reply, to the person who will be answering the original letter.

Figure 9-8
Dear Terry Swanson: A referral letter is sent to the
writer of the original letter
Thank you for your January 18 letter about service on your telephone answering and a copy of the referral is
machine. Our distributor would be the best person to answer your questions. sent to the person who will
respond.
1 am therefore referring your letter to Mr. Mark Winters, manager of the
service department at Clifton Private Telephone Inc., 389 Technology Avenue,
El Reno, OK 73036,

Cordially yours,

Lynn Cole

mx
¢ Mark Winters

‘Transmittal Letters
‘Transmittal letters are cover letters sent to accompany information or
ether materials you are sending. The transmittal letters you write may be
-@s simple as the following:
Here are the advertising mats you requested. Your interest in promot-
ing the X-R-size bicycle in Detroit's newspapers is appreciated.

pllow-Up Correspondence NOTES

times, you may need to follow up on information or articles that were Tickler
Notes
Sequested by you or your organization or promised to you but have not been
A tickler file is an
®eceived promptly. You may also need to follow up on enclosures that were
important tool to help you
aitted from correspondence. When you write follow-up messages such as keep track of items that may
one in Figure 9-9, observe these guidelines: need follow-up.

* Remind rather than criticize.

* Be brief, but recall the earlier communication or discussion.

* Identify the promised item(s).

* Explain what you want the recipient to do.

Messoves for Inquiries and Requests 237

Figure 9-9
This follow-up letter reminds Dear Mr, Natho:
the recipient that action is
needed. We have not received the committee report on proposed changes in insurance
coverage. which was promised for last Friday, May 3. Mrs. Avondale must \
have it by May 10, She needs this information to prepare for a meeting with the
insurance company on May 13.

Please forward the committee report to Mrs. Avondale by May 8.

Sincerely yours,

trsmt, Sully
Frances Sutton
Assistant to Mrs. Avondale

Compare the follow-up correspondence in Figure 9-9 with the example that
follows. Which letter would you rather receive?
Your letter of April 5 indicated that a copy of the proposed company
logo for the American Chemical Corporation was enclosed. However,
the logo was not in the envelope when the letter reached us. Will you
please send us another copy today?

Internal Communications
Sometimes when you write internal communications, you use your own sig-
nature. At other times, you may write messages that your supervisor will
sign. Regardless of who signs these communications, tone and accuracy are

Figure 9-10 ‘
internal ip B&B rem er
i a a ane
i? Enterprizes
47 Skyway Drive + Indianapolis, IN 46290

MEMO TO: All Employees

FROM: Carol Craig ¢ ¢

DATE: November 2, <YEAR>

SUBJECT: — Reception for Retirees

The reception for our retirees is next Friday, April 27, from 3 to 5 pM. in the
Bremer Conference Room.

With your generous contributions, a pen-and-ink drawing of the historic library

building will be presented to each retiree as a thank-you for many years of
contributions to our organization.

238 Chapter =
 important. Internal communications, or communications people within an
_ @rganization send to each other, include the following:
* Brief, informal messages (often handwritten) on notepaper or self-
stick notes

Electronic messages (e-mail)

Memos

Memo-reply forms with pressure-sensitive paper for copies

Preprinted message forms used for telephone messages, photocopy

requests, complaints, routing, authorization, and so on

Regardless of who signs these communications, tone and accuracy are

aportant. The memo from Carol Craig, shown in Figure 9-10, is an exam-
= of a concise internal communication. Other internal communications,
cluding memos, are detailed and illustrated in Chapter 7.

INQUIRIES AND REQUESTS

People write inquiry letters—letters that ask for information—when they

went to know more about a product or service. People write request letters
men they want a specific action to be taken. Inquiry and request letters can
Se grouped into these three types:

_ * Appointment and reservation requests

_* Buying inquiries

= General requests

three types of inquiry and request letters use the direct approach, but each
"pe calls for special techniques. Notice the difference in techniques used in
that will benefit the reader from the ones that will benefit the writer.

spointment and Reservation Requests

writer sends an appointment request to set up a meeting and a reservation
Squest to reserve lodging or dining accommodations. To prevent misunder-
24-Hour Clock
endings, these letters must include exact dates and all other details perti-
In many European countries,
t to the appointment or reservation. If you are making an appointment or times are expressed accord-
=servation request in another country, you must also check on business eti- ing to the 24-hour clock. For
sette and customs appropriate for that culture. For example, in the United example, a 2 p.m. appoint-
ites people are expected to be prompt for appointments; in other cultures, ment would be at 1400
opie may be considered rude if they show up at the appointed time. hours. You're scheduled for a
meeting at 1200 hours. What
Equests for Appointments type of meeting will it likely
=n requesting appointments, you should include the purpose of the turn out to be?
ppointment or meeting, day and date, time, and place.

sssages for Inquiries and Requests 239

 Notice that the letter shown below in Figure 9-11 gives these details and
then asks for confirmation.

Figure 9-11
This request for an Dear Mr. Poulson:
appointment gives the
I would like to demonstrate our new Tek-Segno 1650 Color Scanner/Copier to
details of the appointment. you in our office showroom on Monday, June 3, at 2 pst. You will be able to
judge for yourself the increased capabilities of the 1650 as described in the
enclosed color brochure.

Thiiingnap 3.3 I'll call you next week to make sure this date and time fit your schedule.

Sincerely,
Discuss: If you find you are
going to be late for an appoint-
ment or unable to make an
appointment, what should you
do and why?

Additional correspondence may be saved if you offer some alternate

dates and times in your initial request for an appointment. If you must
change the time or date of a scheduled appointment, do so as soon as pos-
sible as a courtesy to the person you are meeting.

Activity 9-2 The letter to Mr. Poulson (Figure 9-12) requests that an appointment be
To test your skills. rescheduled. The letter does the following:
e Asks for a change in the date of an appointment

¢ States the reason for the change

* Gives the receiver the opportunity to set the date for the next
appointment

Figure 9-12
This request gives the receiver Dear Mr. Poulson:
an opportunity to reschedule Will it be convenient for me to demonstrate our new Tek-Segno 1650
an appointment. Color Scanner/Copier to you next Thursday instead of next Monday?
Can we reschedule our meeting for June 6 at 2 pM?

We ure exhibiting at a business and office products show in Chicago

on June 3, 4, and 5. and I have just been assigned to work that exhibit,

If Thursday, June 6, is not convenient for you, would you suggest a

later date? I'm looking forward to meeting with you.

Sincerely,

240 Chapter
 : Cancellation Policy? Carlos calls a local restaurant and makes a din-
a]
EG AL 3
ner reservation for two for the next night at 7 p.m. Carlos and his i
}
> girlfriend, Maria, decide at the last minute that they would rather
& ETHICAL RG)
order pizza in. Maria asks Carlos if he should call the restaurant and
9-1 J aa sf ; a) cancel the dinner reservation. Carlos says that it’s not necessary. Is
this legal? Is this ethical? What are the pros and cons of keeping
appointments and reservations? What if Carlos had not shown for a dentist appointment? An appoint-
ment with his attorney? An appearance in court?

Requests for Reservations &

NOTES
Requests for reservations for overnight accommodations at hotels and ~

motels should include the following details: Get It in

Writing oe
* Number of adults and number of children who will be staying Awritten
confirmation
¢ Number of rooms needed
allows you to check details
of your reservation and to
¢ Number and size of beds needed per room
have a written record of the
e Smoking or nonsmoking room preference reservation.

¢ Number of nights you will be staying

e
Arrival and departure days, dates, and times

Name of the convention or group meeting you will be attending

am I
DIVERSITY
9.3
(if applicable)

If you are planning to arrive after 6 pM., you should guarantee your reser- Punctuality
Be on time for any meetings
vation by sending a deposit or giving your credit card number and expiration
in Indonesia. The meetings
date. Be sure to ask the hotel or motel to send you a written confirmation of
traditionally start late, and
the reservation details, including the rate and the confirmation number.
your Indonesian business
This will enable you to verify the details and to present the confirmation associates will likely arrive
upon your arrival, if necessary. Also, you may wish to request a corporate late. However, you are
rate when you make the reservation if your travel is business-related. The expected on time, and
reservation letter, shown below, could be mailed or faxed. should never make any com-
ment about the meeting
starting late or any person
Reservations Department
arriving late. How does this
Hyatt Hotels compare to the way meetings
3789 Constitution Avenue are run in the United States?
Washington, DC 20016

Dear Reservations Department:

Please reserve a nonsmoking room with one double bed for one adult for six Figure 9-13
nights Sunday, March 14. through Friday, March 19 at the corporate rate. 1 This reservation request includes
will be attending the National Distance Learning Convention.
pertinent details.
I would appreciate receiving a written confirmation before March 1.

Sincerely,

Messages for inquiries and Requests 241

 Today, telephone and/or e-mail/Internet reservation requests are com-
mon. Letters are rarely written to make lodging requests.

Five-Finger Discount? Mike has made a reservation for overnight

LE & AN accommodations in the Mayflower Hotel. When Mike is ready to
leave his hotel room, he packs a set of the hotel’s towels in his
& ETHICAL \t suitcase because he needs some in his apartment. He feels the
9-2 iy - i} towels are just like the little bottles of shampoo and body lotion
that are provided in the bathroom. Are Mike's actions legal? Are
they ethical? If every guest took towels, who would absorb the cost?

Guidelines for Requesting Appointments and

Reservations
When writing appointment and reservation requests, use the direct
approach (see Chapter 5, page 109) and follow these four guidelines:

1. Make sure the facts are accurate. Think of the problems one error in a
date could cause for the receiver and for you. You can help to prevent such
errors by always giving the day of the week along with the date. Develop the
habit of checking the day and date with your calendar every time—don't
trust your memory!

2. Give all the pertinent details. Remember, simple requests should be

concise and specific. For example, state exactly what you are requesting,
such as, “Please send a free copy of your pamphlet Going to Court to the
address above.”

3. Keep the tone courteous and friendly. Use a customer-service attitude

—keep your tone one of asking rather than demanding.

4. Keep the closing simple. Expressing appreciation, indicating future

action, or saying that you look forward to your future meeting or trip are
appropriate ways to end an appointment or reservation request.

Buying Inquiries and General Requests

A buying inquiry asks for information about products or services the writer
is interested in purchasing. In a general request, the writer seeks informa-
tion without any intention of buying or selling. This type of request asks for
details and facts that the recipient can give with a minimum amount of time,
effort, and expense.
A buying inquiry asks for ‘ . ZI an
information about productsand Guidelines for Buying Inquiries and General Requests
services the writeris inter ‘ A . :
; ewriter is interested When you write a buying inquiry or a general request, use the direct
in purchasing. A general request , ;
asks for information without the | @pproach discussed in Chapter 5, page 109, and follow these six guidelines:
writer's having any intention to
buy or sell. 1. Begin with your questions. Get to the point immediately (use the direct
approach) and tell the reader exactly what you need to know.
2. Word each question carefully. Ask for specific information—vague or
ambiguous questions are easily misunderstood. First, use questions rather
goto
than statements. Notice that the question in the following example is shorter DOU oe
than the statement. Also, the question mark immediately tells the reader that Activity 9-3
an answer is expected. To test your skills.

POOR: | would like to know the colors in which the Corian

countertop is available.

IMPROVED: What colors are available in the Corian countertop?

Second, make your questions specific, not general. A general question

usually brings a general answer, which often repeats what you already
know instead of giving you the details you want. Wouldn't the specific ques-
tion in the following example bring you more information than the vague
question?

VAGUE: What can you tell me about your cellular phone?

SPECIFIC: How does your cellular phone compare with the Gallaxy
cellular phone in price, memory size, and range?

Third, avoid questions that can be answered yes or no. Some questions
can be specific, but they still may not tell you what you really want to know.
For example, a yes answer would be satisfactory for a question such as “Do
you have it in stock?” However, a yes answer to the question, “Is it available
in any other color?” would not bring the information you want to know.

POOR: Is the guarantee on the magnolia tree a good one?

IMPROVED: What is the length of the guarantee on the magnolia
tree, and what does it cover?

3. Briefly explain why you are asking. Include all the facts that will help
the recipient answer you, including the use you plan to make of the
information you are requesting. This is especially important if you are
requesting general information with no intention of buying products or
services. For example, you need information for a research report. You may
add that fact to your request so that the receiver knows why you need the
information.
If you are writing in response to an advertisement, you should include
the following information:
* Name of the publication where the advertisement appeared

° Date of the publication

* Page number

You may wish to enclose a copy of the advertisement with your letter.

4. Omit details that are not helpful to the reader. Incidental comments
lengthen a letter unnecessarily and make it harder for the reader to determine

Messages for Inquiries and Requests 243

 the exact information you want. For example, mentioning that you are inter-
ested in a franchise when your real purpose is to ask for information on cor-
porate housing would be confusing to the recipient.

5. Put each question in a separate paragraph or a numbered list. A letter

that groups several questions in a single paragraph is hard to answer. In a let-
ter like this, the reader must make a special effort to identify each question
and may easily overlook one.

By contrast, you can make your questions stand out by numbering them
and putting them in a list, as in the inquiry shown in Figure 9-14. You may
include explanations of your need to know the answers at the beginning, at
the end, or in the paragraph with the questions, whichever is most appro-
priate. See the explanation with question 3 in Figure 9-14 for an example.

Figure 9-14
This letter numerically lists
questions to be answered.

Ladies and Gentlemen:

Please send me answers to the following questions about the Cozy Camcorder
advertised on page 27 of your October Multimedia Catalog.

1. Will the image stabilization feature work while videotaping from a moving
car or truck?

. How should T clean the 3.5" color LCD screen?

id

3. Can the automatic preset date and time feature be turned off after I start to
videotape? I would like for the date and time to show briefly at the beginning
of the event I am videotaping. but I do not want it to display throughout the
entire event.

4, Is there a guarantee on this camcorder; if so, what does the guarantee cover?

I will appreciate receiving this information within two weeks, since I plan to
purchase a camcorder soon.
~—
Sincerely, lenage/MaGraw Hill

6. Close with motivation for action. Stop when you are finished—too
many beginning writers tend to repeat in the closing sentences things they
have already said, just because they do not know how to stop. A good way to
close an inquiry is to motivate the individual for action such as (1) giving the
date by which you need the information or results, or (2) saying you are look-
ing forward to or will certainly appreciate receiving the information.

244 Chapter 9
 Checkpoint 9.1

4. What is the difference between an acknowledgment letter and a

follow-up letter?
2. Explain why you agree or disagree that letters of inquiries are more
effective than telephone calls.
3. Explain the problems in the following excerpt from a request letter.
What improvements would you make?
1 am interested in your hair care products. Please send me some
information about your most popular products, Also, are your
products tested on animals? Can you send me samples?

REPLIES TO INQUIRIES AND REQUESTS

When you receive an inquiry or a request letter about your organization's

products or services, consider the writer a prospective customer. Answer the
inquiry the very day you receive it, if possible, while the sender's interest is
highest. Remember, it takes no more time to answer the letter today than to
answer it next week, and the results will be better.

If you are unable to answer the inquiry immediately, write to the sender NOTES
to explain the reason for the delay and to give a time when you can send an Quick
answer. Many organizations spend thousands of dollars on advertising to Response
attract inquiries and then throw away the results by the haphazard way Reply to inquiries
they handle the inquiries. Remember that it is more costly to attract a new and requests
inquiry than it is to follow up promptly on the inquiry you have. promptly—ideally
within one business day—while
your reader is still interested.

Letters Answering Yes to Inquiries and Requests

Use the direct approach (see Chapter 5, page 109) when you say yes to an
inquiry or request, and be sure to follow these four guidelines:

1. Give the exact information requested.

In the first sentence of your letter, write that you are granting the request or
answering the inquiry; then go on to answer each question asked. A com-
mon error made in answering inquiries is failure to answer all of the ques-
tions. You can prevent this error by highlighting or underlining on the letter
of inquiry the points or questions you need to address. Then, before you
send your reply, double-check with the original letter to see that you have
adequately covered each point or question.

When answering yes to a request for an appointment or reservation,

remember to repeat in your letter all the pertinent details. An answer to a
request for a reservation is shown in Figure 9-15 on the following page.

Messages for Inquiries and Requests 245

Figure 9-15
This answer to a reservation
request covers all the pertinent Dear Mrs. Wear:
details.
Thank you for your registration form and deposit for the First Financial
Planners Annual Broker Dealer Conference to be held September 8-11 in
St. Louis, Missouri, We're happy you will be attending the conference.

The Sheraton-Westport Hotel has set aside a block of rooms at a special

discounted rate for conference attendees, The rate is $110 for a single, $120 for
a double. To make reservations, call 800-555-2000 before September 1-

American Airlines is offering conference attendees up to 45 percent off the

regular fares. To make flight reservations, call 800-555-1155, and refer to
identification number F9906,

When you arrive at the conference, be sure to register before noon on

Wednesday, September 8, so that you can attend the | p.m. special roundtable
discussion on the impact of market timing.

Sincerely.

Pr

NOTES | 2. Express appreciation for the inquiry.

Highlighting Tell the writer of the inquiry, either directly or by implication, that you are
To be sure you glad he or she has written to you about one of your organization's products
answer all the questions or services. In your reply, write in the spirit of service and goodwill—the tone
in an inquiry, mark (underline
should express your appreciation.
or highlight) the points or
questions to be addressed in
the letter. 3. Sell your organization or product.
An inquiry tells you that the writer was interested in your organization or
product when he or she wrote, but what guarantee do you have that the
interest is still “hot”? In your reply, capitalize on the prospective customer's
interest by showing the potential benefits. Give examples that will let the
customer visualize receiving the benefit of this item.

4. End with a positive closing.

If appropriate, offer to give further assistance, and end with a goodwill closing.
When inquiries are clear, concise, and specific, they are easy to answer.
Hill

Look at the letter of inquiry shown in Figure 9-16. Immediately after this
it ® Gienaoe/Mecnaw:

request for information was received, the reply shown in Figure 9-17 was
written. Because all the customer's questions could be answered positively,
the writer used the direct approach.
st

When you reply to a letter containing several questions, be sure to

answer every question completely using one of these formats:

* Put each answer in a separate paragraph.

G

* Number each answer.

If you have a positive answer for every question, simply answer the ques-
tions in the order they were asked. If you don't have a positive answer for

246 Chapter 9
 Figure 9-16
A clear, specific inquiry is easy to
Alpine Van Lines answer.
¥eaVaW¥
2478 North Clark Street
Chicago, IL 60600

May 4. <YEAR>

Hammermill Papers Group

Division of Hammermill Paper Co.
19 Treeline Way
Erie, PA 16512

Ladies and Gentlemen:

Please send me some information about the paper you make that is suitable for
letterhead stationery.

I've been asked to do some research and write a proposal to recommend the
paper and layout for new letterhead stationery for my organization. Specifically,
I'd like to know:

1, What weight of paper you would recommend for letterhead.

2. What percent of cotton fiber content the paper should have.
3, Whether it is proper to use colored paper for letterhead.
4. What information should be included in the letterhead.

Could you please reply by July 7. since my proposal is due a few days after that?

Sincerely,

Farry While
Terri White, Co-Director
Marketing and Public Relations

every question, start with your most positive answer and work your way FOTES
down to your least positive answer. This sequence will prevent you from ned
starting your letter with a negative answer. aoe

Never start your letter

with bad news.
Letters Answering No to Inquiries and Requests
Remember, never start your letter with bad news. When you must say 770, use
the indirect approach (see Chapter 5, page 110), and deliver the bad news
gently and tactfully. Strive to let courtesy and thoughtfulness shine through
your letter. Be sure to give the reasons or explanation for your refusal before
you actually say no. A gracious refusal is much like a persuasive request—
you are asking your reader to accept your decision as the only fair answer
under the circumstances.

Messages for Inquiries and Requests 247

Figure 9-17
A reply to an inquiry should
address every question.
Hammermill Papers Group
- 19 Treeline Way
wy Erie, PA 16512
Phone 814-553-1761] + Fax 814-55

May 6, <YEAR>

Terri White. Co-Director

Marketing and Public Relations
Alpine Van Lines
2478 North Clark Street
Chicago, IL 60600

Dear Ms. White:

Enclosed are samples of the paper we recommend for letterhead stationery. We are happy to
answer the questions in your May 4 letter because the content and design of your
organization's letterhead create a first and lasting impression of your organization,

. Most letterhead is primed on 16-. 20-, or 24-pound paper. The weight is figured as the
weight of four reams of 8'/2-by-11-inch paper.
Paper for letterheads should have a minimum of 25 percent cotton fiber content. Paper to
~

be used for documents that need to be kept more than [0 years should contain 100
percent cotton fiber content. The heavier the weight and the higher the cotton fiber
content, the higher the quality (and the price) of the paper.
. Although white is the predominant color of paper used for letterheads, colors like beige,
Ww

ivory, gray, pale blue, and pale green are gaining in popularity.
4. A good letterhead should answer the questions “Who?” (name of your organization),
“What?” (the nature of your business), and “Where?” (mailing address), Be sure to
include your phone number and fax number in addition to your address.

I have enclosed the booklet, The Letterhead Analyzer, which gives an analysis of the
psychological effect of different colors used for letterheads. The booklet also contains
several sample letterheads that won awards for outstanding design and layout last year,

I suggest that you consider hiring a professional graphic artist to help design your
letterhead. If you have additional questions, please write again or call me at (814) 555-3312.

Sincerely,

Marilyn Hunter

ms
Enclosure

Glannne/MaGray bill
Keep in mind that a negative communication has three purposes:
¢ To say no

¢ To provide reasons or an explanation

e To keep the goodwill of the reader

To accomplish these purposes effectively, use the following guidelines:

Wht meyer

1. View the letter as an opportunity to “talk it over.”

Give your reader whatever encouragement you can—not just a plain no. If
you think, “I must decline this invitation or this order or refuse this request,”
you will probably write negatively. On the other hand, you will probably
write constructively if you think, “What can I do to encourage this person
even though I have to say no?”

248 Chapter 9
2. Start with a friendly buffer paragraph.
What do you expect when you receive a letter with one of these beginnings?
It is my unpleasant duty to inform you that... .
I'm sorry to tell you that we cannot grant your request... .

Do you immediately close your mind to whatever else the writer may say?
You may think that the writer is not interested in helping you, in building
goodwill, or in keeping your friendship. The writer seems concerned only
with saying no and getting an unpleasant task completed. But suppose a let-
ter begins this way:
Your proposal for a joint meeting of Phi Beta Lambda (PBL) and
Future Business Leaders of America (FBLA) is exciting, Emily.
Aren't you more likely to read the rest of the message with an open mind?

3. Tell the reader why you cannot say yes.

In your explanation, imply that you would rather say yes than no. Also, try to
compliment the reader in some way. Although her request to book a video
was denied, the PBL president who received the following explanation cer-
tainly felt that she had chosen a worthwhile film:
Many PBL groups throughout the nation have enjoyed Preparing Your
Portfolio for the Job Interview. In fact, Emily, it is our most popular video.
Last April we had three additional copies made so that it would be avail-
able to more clubs, but even these are booked well in advance.

4. Avoid a negative refusal.

Explain before you refuse; a blunt no should be avoided. If your letter does a
good job of explaining, the reader will realize that you cannot do what he or
she has asked—the mo is inferred. If you must directly state your refusal (to
be sure it is clear to your reader that you are not granting the request), avoid
emphasizing it or putting it in negative terms. Notice how the business letter
shown in Figure 9-18 on the following page dwells on the negative and
almost obscures the positive points. In contrast; the revision shown in Figure
9-19 expresses interest in the reader and tries to keep his business while
refusing the request.

5. Give encouragement and, when you can, give help. NOTES

Sometimes you can take the sting out of a no with a helpful suggestion. For Soft Landing
example, a department store representative, in declining an order for an arti-
When you have
cle not carried by the store, may tell the customer where he or she can make say no, soften it by offering
the purchase. The reservations manager of a Chicago hotel, not able to make a helpful suggestion if at all
the reservations requested, made this suggestion: possible.

If you can conveniently rearrange your travel plans to arrive in

Chicago on June 10, we shall be glad to reserve a double room for
you and your wife. If you must be here on June 5, you might write
for help to the Greater Chicago Hotel Association at 105 Michigan
Avenue, Chicago, IL 60600.

Messages for Inquiries and Requests 249

a

Figure 9-18
A letter that dwells on the
negative conceals positive Dear Mr. Bargaree:
points. ’ ;
ee

We are sorry that your portrait has been damaged. This rarely happens to
Supreme photos.

T regret to advise you that we cannot hold negatives for a long period of time
because we lack sufficient storage space; therefore, we will not be able to
reprint your portrait. | am, however. processing a refund in the amount of
$19.95, which you should receive within the next six weeks. | am also returning
the damaged 5 by 7 portrait to you with a free coupon.

Please accept our apologies for this problem, as we greatly value your
patronage.

With kindest personal regards.

Figure 9-19
The revision of the bad-news
letter expresses interest in the Dear Mr. Bargaree:
customer while refusing a
request 9 We were happy to hear that your family was so pleased with your
portraits. We are sorry that one was damaged. Because our storage
space is limited, however, all negatives are destroyed ten days after an
order has been filled.

Your 5 by 7 portrait is being returned, along with a refund of

$19.95. You should receive both in about two weeks.

Please use the enclosed coupon for a complimentary $ by 7 color

portrait when Supreme Photos returns to Alton on November 7.

In the following response to a student's request for help with a research

study, the public relations manager at Covenant Hospital made the student
aware of another possible avenue of assistance:
While Covenant Hospital has no funds available to help with your
worthwhile project, state money has been appropriated to fund
research projects that will benefit the inner-city areas. | suggest you
present your proposal to the State Health Agency at 1800 Peachtree
Boulevard, Atlanta, GA 30303.

6. Close pleasantly with a look toward the future.

In your last paragraph, don’t stress or repeat the negatives. For example,
closing with “We hope our inability to grant your request does not inconve-
nience you too much” would leave the reader thinking how dissatisfied he or
she is about your refusal. Also, do not include an apology in your last para-
graph. Saying “We are sorry that we couldn't send the information you
requested” accents what you cannot do. Instead, emphasize what you can do
(see Figure 9-20). Some possibilities include the following:

250 Chapter 9
 ¢ Offer an alternate solution.
é

e Express your desire to cooperate further.

e Offer a wish for the reader's success. Activity 9-4
To test your skills.
* Make a pleasant off-the-subject remark.

Figure 9-20
Dear Mrs, Jordan:
This bad-news letter ends on a
positive note.
Thank you for applying for a position at Multimedia Entertainment Inc. I
certainly enjoyed meeting you this week and having the opportunity to discuss
career opportunities with you at our company.

Because of its position as @ leader in the industry, Multimedia Entertainment Inc.

offers unique public relations challenges and opportunities, I think you would
find the entertainment industry an exciting one to work in, and being associated
with a Fortune 500 company would be an especially nice bonus.

Although we currently have no openings in public relations, I will keep your

résumé in our active file for 90 days. I'll be sure to give you a call if a job
opening develops that fits your skills and abilities.

We sincerely appreciate your interest in Multimedia Entertainment Inc.

Cordially.

FoRM REPLIES TO INQUIRIES

To save time, form letters and cards are often used in business to reply to
inquiries. They are sometimes prepared in connection with advertising cam-
paigns to make responding to the anticipated number of inquiries more effi- NOTES
cient. Look at the form letter shown on the following page in Figure 9-21,
Time Savers
which was prepared to answer inquiries about lodging and tours at
form letters are
Yellowstone National Park.
used to save time
In today’s electronic offices, a form letter can be prepared on the com- and to get a quick reply
to people who have sent letters
puter by merging a database of names and addresses with a form letter. A of inquiry.
letter produced in this way looks like an individually keyed letter, which
Hill
Gopyright @ Glenooe/MoGraw

Hil
Glencoe/MoGraw:

always leaves a more positive impression with the recipient than a photo-
copied or printed form letter.

Cover Letters
Printed advertising brochures, price lists, catalogs, checks, reports, and busi-
Hf @

ness forms are often sent to customers, dealers, and others. Sending one of
Capyri

these items without comment would probably seem a bit abrupt to the recip-
A form letter ma’
ient—perhaps like someone walking into a room without knocking. Instead, used for a cover
you will find that writing a short, friendly cover letter is both courteous and letter.
helpful. Usually the cover letter accompanies the item being sent. Therefore,
the cover letter serves as a transmittal letter. If the item is bulky, however, the
cover letter may be attached to the outside of the package or mailed sepa-
rately, as is the letter shown in Figure 9-22 on the following page.

Messages for Inquiries and Requests 251

Figure 9-21
A form letter can be especially
useful if you receive many
inquiries.

VYallowstome National Park

P.O. Box 168, Yellowstone National Park, WY 82190

<DATE

car Prospective Visitor:

We are pleased to answer your request for information about Mammoth Hot Springs.
The enclosed material should answer many of your questions about the area

We appreciate your interest in Yellowstone National Park and look forward to having
you visit the park soon.

Sincerely,

Brian Weston
Superintendent

Enclosures 2

As we have seen, an already-prepared letter can be especially useful if

you receive a flood of inquiries or orders. A form letter can also serve as a
cover letter, such as the one shown in Figure 9-23 on the next page, which
accompanies a book from the Illinois Audubon Society.
A cover letter should tell the purpose of and point out pertinent details
about the item being sent. In the letter, the sender can stress how the
receiver may,use the item and can thereby stimulate interest and prompt
action on the receiver's part. A cover letter also becomes a file record of the
date and the reason something is sent or received. ave
We we

Figure 9-22 Dear Customer:

This cover letter could be
attached to the outside of a The drapery samples you requested are being mailed to you today in a separate
customer's package. package.

If you need help in making your selection or placing your order, just call
800-555-8000 and ask for one of our decorators. Your order will be filled within
two weeks,

Sincerely,

252 Chapter 9
 Figure 9-23
A form letter can serve as a
a The Illinois Audubon Society cover letter. (Courtesy of the
Illinois Audubon Society.)
Established 1897

: Marilyn F, Campbell
Executive Director

January 14, <YEAR>

Mrs. Bruce Renwick

1508 West Acres Road
Joliet, TL 60435

Dear Mrs. Renwick:

I am pleased to send a copy of the /ilinois Wildlife and Nature Viewing Guide, which you
recently requested,

| appreciate your order and hope that you will enjoy and use the guide frequently. Please
note that the Society was a primary sponsor of this statewide publication, which includes
information on 94 sites in Illinois that your family can visit to observe and enjoy our
state’s unique natural areas and wildlife.

Due to your purchase, and that of many others, the Society has been able to add another
120 acres to the beautiful War Bluff Valley Sanctuary in the heart of the Shawnee
National Forest. Perhaps you can visit it sometime this year, (You will find directions for
getting there on page | 13 of your new guide!)

Thank you for supporting our sanctuary program and helping preserve habitat for birds
and other wildlife.

Sincerely,

Marilyrs
B Campbell
Marilyn F. Campbell
Executive Director

& 425B
N, Gilbert P.O. Box 2418 Danville, Illinois 61834-2418 217-446-5085 Fax 217-446-6375

A cover letter that accompanies a shipment of merchandise can create

personal contact with customers and can lay the foundation for future
sales. Sending only the merchandise that was ordered is all a company has
to do, but sending a cover letter adds the “something extra” that can
strengthen the goodwill between the company and its customers.
For example, mail-order houses often receive requests for their catalogs,
which are usually offered free in advertisements. When people ask for a cat-
alog, a sales opportunity is created. A cover letter sent with the catalog may
make the most of this opportunity by generating interest in specific prod-
ucts or in categories of products.

Follow these four guidelines for writing a cover letter:

1. Start by identifying the item.

Introduce the item pleasantly by identifying it and giving your reason for
sending it. (You may be sending it in response to the reader's request.)

Messages for Inquiries and Requests 253

 2. Stress the reader’s use of the item.
The
your
fact that you are sending
reader can use or enjoy
something isn't as important as the fact that
it. Avoid the selfish-sounding J am enclosing
&
and the obvious You will find enclosed, Enclosed please find, and Enclosed
with this letter is (are). Use the more concise Enclosed is (are) or Here is (are).

3. Be specific, but choose details carefully.

Arouse the reader's interest in the item you are sending by referring to
specific advantages he or she may gain from it. For example, mentioning
page numbers and marked excerpts in a booklet can stimulate reading and
encourage buying. Remember that the cover letter is only one part of the
message and should never overshadow the enclosure.

goto 4. Close with a forward look.

: “av Write a closing designed to promote goodwill and future business. Even
Activity 9-5 when there seems to be no immediate possibility of a sale, try some sales
To test your skills. promotion—but don't forget to stress the service attitude.

Checkpoint 9.2

1. Can anything positive come from writing a negative letter? If so,

what?
2. Why is beginning a negative refusal with a buffer paragraph an
effective strategy?
3. Which of the following closings is more effective? Explain your
answer.
a. We sincerely appreciate your interest in Natural Harvest hair
care products.
b. Weare sorry that we are unable to send you samples, but we
have enclosed coupons for our newest line of Natural Harvest
hair care products.

EVALUATING YOUR WRITING

Business messages, no matter how simple and informal, or complex and for-
mal, require careful planning, preparation, and review. Use the checklist
shown on the next page to evaluate a communication before you send it. If
you can answer yes to the questions, you've written an effective business

254 Chapter 9
message. If you answer no to any of the questions, make some revisions
before you send the message.

UV CHECKLIST FOR EVALUATING YOUR WRITING

YES NO
1. Does your communication look attractive?

2. ls your communication accurate with respect to language,

grammar, punctuation, spelling, and keyboarding?

3. Did you use the correct approach?

(Direct approach for positive communications; indirect
approach for negative communications)

4. Is your communication concise while including enough infor-

mation to make the message clear?

5. Will the reader know exactly what to do and when to do it,

without further communication?

6. Is the tone positive? Will the communication build goodwill?

7. Have you used the “you attitude” by showing genuine con-

cern for your reader rather than for yourself or your organi-
zation?

8. Does the message present a favorable image of you, your

employer, and your organization?

Routine correspondence will be a daily occurrence for any employee, and

the ability to handle this type of correspondence will make any employee
more productive. Inquiries and requests, such as appointment and reserva-
tion requests, buying inquiries, and general requests, are commonplace in
today’s business world. They help keep information flowing. These letters
are very straightforward because they use the direct approach.

Replying to inquiries and requests completes the exchange of information,

whether it be orally or in writing. Answering yes to inquiries is easy because
you simply use the direct approach; start right out with the information
requested or the good news. Answering no to inquiries takes more planning
because you should use the indirect approach; never start a message with bad
news. When you must say 70, it is important to keep the recipient's goodwill.
Whenever possible, offer a helpful suggestion along with the no.

Messages for Inquiries and Requests 255

Tone
Ce EE hy Writer’s Block

Effective communication is the key to successful business transactions. But

many people experience a mental paralysis when they must write a memo,
letter, or report. They experience writer’s block. Their ideas cannot penetrate
the block. Writer’s block is a combination of fears. One is the fear of having to
fill a blank page or screen. The other is the anxiety of not being able to write
well. Fortunately, writer's block can be overcome with a little practice and
determination.
Turn Off Your Inner Critic
One popular solution is a simple one—turn off the inner censor and get the
ideas out of your head. Just write and see what happens. Writing is a process,
and the initial flow of anyone's thoughts can be messy, chaotic, and confused.
It starts shakily as you express your ideas. Then you go back and rearrange
those ideas. Only then can you edit, revise, and proofread your writing.
Here are some strategies for overcoming writer's block.
¢ Brainstorm, or jot down lists. (For more on brainstorming, see page 133.)
Talk out loud. Find a sympathetic listener and talk about your ideas for a
few minutes. If no one is around, talk to yourself or into a tape recorder.
Ask yourself questions. For example, ask “What am I trying to communi-
cate?” or “What must my reader know?” Record your answers.
Freewrite a journal entry. Write without stopping for two or three min-
utes about your idea as well as your anxiety about writing.

Remember, writer's block happens when you get ahead of yourself in the
writing process, The key to overcoming it is having patience with yourself and
your ideas.

Thinking Situation: The coworker who

J a agreed to write the report for a
Critically project you both worked on
suddenly becomes ill. Your
manager wants the report
tomorrow. You are familiar with the project and have your
coworker’s notes, but you panic. You fear that you will not
produce an excellent report in time.

Ask Yourself: What is the best way to approach the situation?

66 /f | went back to college he ability to communicate is important in all aspects of life. Looking at
again, I’d concentrate on classified advertisements and job descriptions, you will find the major-
two areas: learning to ity of companies specifying that a successful applicant should have excellent
write and to speak before communication skills, both oral and written. The ability to communicate
an audience. Nothing in effectively with others is named by many employers as a top attribute of the
life is more important than successful businessperson.
the ability to communicate
effectively, 99 Your communication skills are vital to your success in the workplace. The
—Gerald R. Ford, ability to communicate effectively with customers, coworkers, subordinates,
38th President of the and supervisors may be the determining factor in your career advancement.
United States

THE IMPORTANCE OF BUSINESS

COMMUNICATION SKILLS

In obtaining a job, your technical skills are important. Employers want to

hire the best candidate and will screen résumés and job application forms
for evidence of applicants’ job-related knowledge and experience. Equally
important are your communication skills, both written and oral. To assist
them in evaluating written communication skills, many employers include
essay-type questions on their application forms. The applicants have an
opportunity to demonstrate effective communication skills in their
responses, At the interview, the employer may ask the applicants to respond
orally to questions about a specific situation, such as a case study. Employers
use this opportunity to evaluate applicants’ oral communication skills.

Once you are employed, job skills alone will not ensure your success in
business. If you lack the ability to communicate well with supervisors, cus-
tomers, and coworkers, you are unlikely to be promoted to higher positions.
Rocky Top Farms, a supplier
of farm and garden supplies,
is seeking candidates for the
position of Customer Service
How Your Communication Skills Represent
Representative. The suc- You and Your Company
cessful candidate will handle
customer questions and Your communication skills are readily apparent whether they are in the form Copyright © Glencoe/McGraw-Hill
problems over the phone, of a written document or a conversation. They reflect on both you and your
develop and maintain a
organization. The impressions customers and business associates form of
customer database, and
provide support to District you and your organization are important and lasting. Many of these impres-
Sales Managers. Minimum sions are based solely upon the way you communicate.
job requirements include
1-3. years experience in
Purchasing/Management, Reflection on You
negotiation skills, strong
communication skills, and How you communicate with others determines their opinion of your overall
the ability to interact with competence and integrity. You may be an extremely intelligent, talented, and
suppliers and customers.
knowledgeable individual. If your communication skills are poor, however,
others tend to question your abilities.
Figure 1-1 Whether you like it or not, many people judge your abilities and intelli-
Job placement ads such as this
gence specifically by the quality of your writing, which includes the accu-
show that strong communication
skills are important qualifications racy of your spelling, punctuation, and grammar. The memos, letters, and
for employment. reports you write demonstrate your ability to communicate.

4 Chapter 1
66 Let the buyer beware. 99 C ustomer service and quality are popular “buzzwords” in the operation of
—Unknown, both large and small organizations today. In order for an organization to
Roman maxim stay in business, its customers and clients must be satisfied with the way they
are treated and with the quality of the products and the services they receive. &
Ideally, everything runs smoothly in the operation of an organization—
there are no mistakes, no problems, no defects, and no misunderstandings.
Even in the best-managed organizations, however, problems will occur. For
example, you may purchase a clock that doesn’t keep accurate time, or
receive a credit card statement with an error on it, or get home from the fast
food restaurant without one of the sandwiches you ordered. When a prod-
uct or service does not meet your expectations, you become disappointed
and you usually feel like complaining.

Whether you complain verbally or in writing, you should use the princi-
ples presented in this chapter to get the best results. In some situations, you
must put your claim in writing to protect your rights. This chapter will also
present principles for responding to claim letters.

CLAIM LETTERS

Written complaints should not be called complaint letters because com-

plaint implies irritation, unpleasantness, negativism, and even anger. Using
a word with such negative connotations could lead to a bad attitude toward
customers or clients. Instead, letters expressing dissatisfaction should be
called claim letters. A claim letter asks for an adjustment to correct the prob-
lem in a courteous, direct manner.

NOTES Ff Value of Complaints

Making a Claim When errors and problems are reported to an organization, everyone bene-
Written complait fits. Put yourselfin the place of the owner or manager of an organization and
should be called claim consider these questions:
letters and should courteously
ask for an adjustment to correct ¢ Would you rather have satisfied customers and clients spreading
the problem good reports about your organization or unhappy customers and
clients complaining about your products or services?

* Can you satisfy unhappy customers if you don't know why they are
dissatisfied?

Unless someone tells you that something is wrong, you may never know
about the problem, and the error will simply be repeated again and again.

Researchers estimate that every time a customer is dissatisfied or feets

wronged, 125 people will hear about it—either directly or indirectly. Wit®
this potential negative publicity, reputable organizations are eager to dis-
cover, analyze, and correct defects in their products and services as well 2s
problems with how customers are treated.

266 Chapter 7
 An organization’s primary source of information about such defects is
requests for adjustments from its customers. Many organizations also
actively seek information about potential problems by providing question-
naires at the place of business or by sending a checklist-type questionnaire
to customers with a postpaid, preaddressed envelope. Look at the ques-
tionnaire Sandburg Appliances sent to customers to obtain feedback on
their service (see Figure 10-1).

General Guidelines for Claim Letters

Follow these six guidelines for writing a claim letter:

1. Send the letter promptly.

Many organizations have a policy that exchanges, returns, refunds, and
adjustments must be made within a specified time period, such as 30, 60, or
90 days from the date of purchase. In addition, the warranty on a product
may run out or the guarantee may expire if you delay too long. Psychologically,
a prompt letter seems more valid to the recipient than a letter about a prob-
lem that occurred some time ago.

Figure 10-1
The company shows its service
attitude by asking for customer
feedback.
Sandburgamay
Appliances #7)

Dear Valued Customer YES NO

Thank you for your recent purchase from Was your visit to our store 1 [|
Sandburg Appliances, which was delivered pleasant? _—
by our shipping department.
Was the sales associate rouF ]
Please fill out and mail the attached card helpful? L_}i_f
to let us know how our service rates, We
are always looking for ways to serve you Did the delivery truck Ta | )
better. arrive on schedule? Ls] EE
e e erry

© Glencoe/McGraw-Hill

We appreciate your business and want to Were delivery persons hie

Wanteee terme reenter

do everything we can to make sure that careful? Ltt

ee

you enjoy shopping at our store and that

you are satisfied with your purchases Did they place or install
your appliance as you |
Sincerely. requested?

if you have any suggestions for ways

we can improve our service, please
Ser

Bruce Meachum write them below.

Customer Service Manager
TIGT TY

Copyrigl
WAP

Claim and Adjustment Messages 267

 2. Write to the responsible person or to the customer
Thinking Capa
relations (customer service) department.
Discuss: How would you Some consumer advocate groups recommend that you send your claim let-
feel if you made an innocent
mistake in filling a customer’s
ter to the owner or president of the organization. This tactic may work, but it
order and the customer wrote wont earn any goodwill for you and may in fact cause you problems in future
a letter to your supervisor’s dealings with the organization. First, you should send your letter to the per-
boss? How do you think the
son responsible for correcting the error or problem to allow him or her an
customer should have handled
the situation? opportunity to resolve the problem. Sometimes you may not know who is
responsible and will need to send your letter to the customer relations oF
customer service department. Then, if you get no satisfaction from this first
claim letter, write to the top person in the organization.

3. Ask for the adjustment you think you deserve.

You don’t want your letter to be just a complaint letter. Instead, tell the recip
ient what you think should be done to solve your problem. Ask for a specific
adjustment—the recipient will either grant it, refuse it, or make another
offer. If you are not sure what adjustment to request, ask the recipient
study the circumstances and suggest a fair solution.

4. Assume that the problem was unintentional.

Reputable organizations will want to keep your goodwill and do the f=
thing. Whenever you write a claim letter, follow these guidelines:

e Don't show anger or disgust.

e Don’t argue or threaten.

¢ Don't use profanity.

¢ Don’t question your reader's integrity.

Tell your story calmly and clearly, with confidence that you will be treated fam

5. Present all facts and details clearly and honestly.

NOTES * Give your reader a complete and unbiased picture on which to base a Gee
?

Make a Copy sion about the adjustment you requested. To do this, give a description of
Never send the === original transaction with all the pertinent facts, including:
original of any of your
documents. Always make a * Date and place of purchase, agreement, or services
photocopy to enclose with
¢ Company representative's name or number, if available
your letter.
e Terms of payment

* Copy of the sales slip or receipt

e Account number

* Invoice number (or a copy of the invoice)

¢ Copy of the warranty or guarantee

Then present a clear, concise explanation of your problem. To determ=

whether your explanation is clear, reread it as though you were unfam
with the situation. Look at the example shown in Figure 10-2.

268 Chopter=
 Figure 10-2
A claim letter should present all
facts clearly.
Alan Mason Detective Agency
7442 West LaSalle Street — Suite 204
Chicago, IL 60602

Civil and Criminal lnvestigations

July 20, <yian>

General Electronics Company

8956 West Fourteenth Avenue
El Paso, TX 79900

Ladtes and Gentlemen

Please repair or replace the Mode! 290 Alphanumeric Caller ID Display Unit we
purchased for our office

After only three weeks of use, the LCD display no longer lights up.

Enclosed is the Caller ID unit, « copy of the sales receipt showing the date of
purchase, and a copy of your warranty, which guarantees mater ial and
workmanship for one year

Sincerely,

Mary? Cxiley
Mary Bailey
Office Manager

eg 34-call ID
Enclosures

Never make untrue statements or exaggerate in your claim letter. Doing

so is unethical, and your credibility might be questioned.

Return Policy? Last July, Chad purchased a “Mr. Cup” coffeemaker

with a three-month warranty. He had been using the coffeemaker
about seven months when it stopped working on February 2.
Chad wrote a claim letter to the manufacturer saying that he had
© Glencoe/McGraw-Hill

© Glencoe/McGraw-Hill

received the coffeemaker as a Christmas gift and that he would

like a replacement since it was still under warranty. Is this legal?
Is it ethical? What are the possible ramifications of Chad’s action?

6. Keep a copy of the letter and all enclosures.

Usually a claim letter will be handled promptly; but in case you do need to
Copyright

Copyright

follow up, you want proof that you have already attempted to get an adjust-
ment. If you handle a claim in person or by phone, make written notes of
your conversation, including:

¢ Name of the person you spoke with

¢ Date and time of the conversation

* Details of the conversation’s content

Claim and Adjustment Messages 269

 Routine Claim Letters
When you have a legitimate claim and anticipate the granting of the adjust-
ment you're asking for, use the direct approach. If you feel you will need to con-
vince your reader to make the adjustment you are asking for, you may need to
use the persuasive approach, which we will discuss later in the chapter.

A letter making a routine claim and requesting an adjustment will be

easy to write if you think of it as a three-step process and follow these
three steps:

Routine Claim Letter

Direct Approach
Paragraph 1: Ask for a specific adjustment.

Paragraph 2: Explain what's wrong.

Paragraph 3: Give identifying information.

Figure 10-3 illustrates an effective routine claim letter that follows this plan.
Notice that the writer used the direct approach in asking for an adjustment.

Activity 10-1
To test your skills.
Checklist for Routine Claim Letters
Use the “Routine Claim Letter Checklist” on the next page as a guide when
you write claim letters. Your instructor may ask you to turn to the Worksheet
exercises at the end of the chapter and use the checklist as you complete the
exercises for claim letters.

Figure 10-3
An effective routine claim letter
uses the direct approach.
Dear Customer Services Manager:

Please send us a replacement or a refund for the damaged fine art copy of a
Monet watercolor painting that we are returning to you today by Federal
Express.

When the painting arrived on April 2, the glass was broken and one corner of
the painting was torn.

On February 15. we ordered a framed fine art copy of a Monet watercolor

painting, Catalog No, 54399, for our newly remodeled reception area. We sent
our Purchase Order 3367 with our Check 3436 for $325, which included
shipping and handling.

Sincerely,

Chapter 16
 UV ROUTINE CLAIM LETTER CHECKLIST
YES NO
Is the letter sent promptly?
Is the letter addressed to the person or department that
made the error?
Does the first paragraph ask for a specific adjustment?
Does the letter assume that the mistake was unintentional?
Are the facts presented objectively?
Does the second paragraph explain the problem in a clear,
concise manner?
Does the third paragraph give identifying information?
ls the letter courteous?

Persuasive Claim Letters

You may need to use the persuasive approach when writing a claim letter if
you feel there might be some reluctance on the part of the receiver to grant
the adjustment you are requesting. When you are presenting a routine claim
that is backed by a guarantee or product warranty, you can be reasonably
sure the adjustment will be granted without persuasion. If you think
your claim may have to be approved by a claims adjuster or a manager,
however, you should use the persuasive or indirect approach. You may need
to gently point out the benefits to the reader of granting the adjustment.
Never display your anger in a persuasive claim letter—you do not want to
make the one person who can help you angry. If you threaten to involve
attorneys, for example, your reader will probably not respond because he or
she will assume that either you are not a reasonable person or that you will
use anything in writing against him or her in court.

When writing persuasive claim requests, use the indirect approach by

following these three steps:

Persuasive Claim Letter

Indirect Approach
Paragraph 1: Give identifying information.

Paragraph 2: Explain what’s wrong.

Paragraph 3: Ask for a specific adjustment.

Look at the letter in Figure 10-4 on the following page, which uses these three
Steps to make a persuasive request for an adjustment.

if the writer of this letter had used the direct approach instead and had
-@sked for the reduction of the bill in the beginning, the reader would have Activity 10-2
“Been less apt to consider the adjustment. To test your ski

“Gem and Adjustment Messages

Figure 10-4
The writer uses three steps to
Dear Mr. Brady:
make a persuasive request for an
adjustment. When I spoke with you on May 6 about cleaning and repairing the 1899 Regina
music box that [ inherited from my mother, you told me you would look at it and call
me the next day with an estimate to put it back in good working order. On May 13
you called and quoted me a price of approximately $500 for the repair and said you
would need it about six weeks.

On July 6 T called you to see if my music box was ready, L had hoped to have it in
time for a family reunion at our home on July 24, but you indicated you still needed
more time to work on iL.

On August 16 you called to tell me the music box was ready and you would mail me
the bill. When the invoice arrived this morning, I was shocked to see that it was for
$1100. This is more than double the estimate you gave me on May 6. I feel you
should have called me for approval before exceeding your original estimate by $600.
Frankly, had | Known it would cost this much I don’t believe I would have had the
music box repaired. You said yourself that even in good working condition it is only
worth about $3000.

Because the work took twice as long as estimated and the price is more than double
the original quote, please reduce the invoice to your original estimate of $500.

Sincerely,

Checklist for Persuasive Claim Letters

Use the “Persuasive Claim Letter Checklist” below as you write persuasive
claim letters. Your instructor may ask you to go to the Worksheets at the
end of the chapter and complete the exercises for writing persuasive claim
letters. Be sure to use the checklist to help you compose your letters. ‘

UV PERSUASIVE CLAIM LETTER CHECKLIST -

YES NO
] ]
Is the letter sent promptly? |

Is the letter addressed to the person who made the error?

Does the first paragraph include identifying information?
Does the second paragraph explain the problem clearly?
Does the last paragraph ask for a specific adjustment?
Does the letter assume that the mistake was unintentional?
Are the facts presented objectively?
Is the letter courteous?

Checkpoint 10.1

1. In your opinion, is it fair to call letters from customers “claim let-

ters” instead of “complaint letters”?
2. Do you agree or disagree with the idea that claim letters have value
for a company or business?
3. What are the similarities and differences between a routine claim
letter and a persuasive claim letter?

272 Chapter 16
 ADJUSTMENT LETTERS

An adjustment letter is a response to a claim. When a business determines 66 Always do right. This
that a claim is justified, some adjustment is made. Even if an adjustment will gratify some people—
doesn't appear to be justified, an organization may decide it is in its best and astonish the rest. 99
interest to make the adjustment in order to maintain or build goodwill. —Mark Twain

Customer satisfaction and goodwill are such important assets that some
progressive organizations have established specific departments to
respond to customer claims promptly and graciously. These departments
may be known in different industries as departments of customer service,
consumer affairs, student services, patient services, customer relations, or NOTES *
guest services. Adjustment personnel should strive to resolve customer
Customer
claims fairly, quickly, and tactfully, since success depends on customer sat- Resources
isfaction. Whether a claim is granted or refused, the adjustment letter, like
Many organizations
other forms of business communication, should strive to build and main- handle customer questions
tain goodwill. and claims through a specific
employee or department.
If you are asked to respond to claim letters, you have three choices:

1. Grant the adjustment requested.

2. Refuse the adjustment.

3. Offer a compromise.

Let's look at how to approach each one of these responses.

Letters Granting Adjustments

When you write a letter granting a request for an adjustment, use the direct
approach and follow these steps:

Letter Granting an Adjustment

Direct Approach
Mill
© Giennoe/MoGraw

Paragraph 1: Give the good news.

Paragraph 2: Give an explanation and a thank-you.

Paragraph 3: Resell the product or the service, and/or resell

your organization.

These three steps are used effectively in granting an adjustment to a customer

who has returned a patio umbrella (see Figure 10-5 on the following page).

Note the organization of the letter to the customer, Mr. Bregenzer:

41. First comes the news the customer wants to hear most—a new
patio umbrella is on its way.

Ooim and Adjustment Messages 273

 Figure 10-5 Notice the steps
used for granting an adjustment
for a customer.
<DATE>

Dear Mr. Bregenzer:

Your new patio umbrella is being mailed prepaid today. It should arrive in a
few days.

Thank you for returning the torn one. Because a mended umbrella might not be
water-resistant, we are sending you a new one so that you can keep your patio
table protected. You will notice that the new umbrella is made of vinyl-coated
nylon, which has proved superior to the polyester and cotton one you bought
last year.

When you need patio furniture and accessories, you will find everything from
small tables to fountains in our latest catalog. You can rely on our guarantee of
high quality and satisfaction or your money back.

Sincerely,

Figure 10-6
4 Notice the inappropriate tone
and wording of this letter. CAR CARE CO.
3788 North Belmont Avenue
Midland, MI 48640
Complete Auto Service 1-800-555-7834

January 17, <vEAR>

Tatas

Jeri Gleisner
PO. Box 376
Midland, MI 48640

Dear Jeri:

As you can see your window is repaired--at no cost to you.

The problem did not start the day (Dec. 19) your car was in our
service department for a thermostat. The problem was that the regulator-to-
glass attaching screws were loose, which happens as the door and window
are used over a period of time (usually a couple of years or more), So, your
blaming us for breaking your window was unfounded and. I might add, not
the truth. First the window starts to not close tightly then becomes worse. At
the time your car was here, the window was down approximately I". so the
problem had to start sometime before that, and we were being held
responsible

We have enjoyed many years of auto service te all kinds of people

and with many different makes and models of cars and are not in the habit
of breaking customers’ cars or being accused of the same. H

Respectfully.

CAR CARE CO

Bam
Sam Grundy
Service Manage!

274 Chora
 Next comes the writer's appreciation for the customer's calling
attention to the defect in his umbrella.
3. Then the writer explains the change in materials—this is an expla-
nation owed to the reader, and in this case it is one that makes the
organization look progressive and concerned.

4. A final appeal for another sale is made—the appeal is appropriate

in this case because the requested adjustment has been granted
and the customer will be satisfied.

Follow these four guidelines for writing a letter granting an adjustment:

1. Tell the reader that full adjustment is gladly granted.

Give the good news in the first sentence. Don't let the reader feel you are Thidigap 10.2
doing him or her a favor, even if you feel that you are making a special
Discuss: What is the
concession. Instead, convince the reader that goodwill and friendship are
difference between the two
more important to you than any money involved and that your organization Car Care Co. letters shown in
always wants to take good care of its customers. Notice the difference in the Figures 10-6 and 10-7? Which
tone of the two letters from Car Care Co. shown in Figures 10-6 and 10-7. letter would you rather receive
and why?
Which letter would you rather receive?

Figure 10-7
Notice the appropriate wording
and tone of this letter.
CAR CARE CO. ae
3788 North Belmont Avenue 2SS= eee
Midiand, MI 48640
Complete Auto Service 1-800-555-7834

January 17, <vyEaR>

Jeri Gleisner
P.O. Box 376
Midland, MI 48640

Dear Jeri:

Your car window now works like new.

The window would not close completely because the screws attaching the regulator
to the glass were loose. This happens from the normal use of the door and window, It
usually aikes a couple of years or more before the screws can loosen sufficiently to prevent
the window from closing tightly

Once this starts, the window gradually gets worse until it won't close properly. The
loosening car window develops over a period of time and not in one day. This is apparently
what had happened the day your car was in our shop to replace the thermostat, You, of
course, would have no way of knowing this. but we were glad to investigate and repair the
window at no expense to you.

We look forward to handling your repair needs in the future.

Respectfully,

CAR CARE CO.

Sam.
Sam Grundy
Service Manager

Gem ond Adjustment Messages 275

 2. Express sincere appreciation for the reader's adjust-
ment request.
Acknowledge your reader's inconvenience in writing the letter and waiting for
an adjustment, but be careful not to use negative wording. Emphasize that you
welcome this opportunity to set things right. Let the customer know how his
or her letter has helped the organization improve its products or service.

3. Stress your organization's effort to prevent further

dissatisfaction.
Accept the blame and apologize if your organization is at fault for a problem.
If appropriate, explain what caused the problem, but don't assign blame,

Tiiiiagap 10.3 such as saying the problem was due to a computer error. Also, don’t make the
mistake of telling your reader, “This will never happen again.” No one can
Discuss: Why should you not promise a mistake or problem won't be repeated. Notice that it may be
promise your reader that “this appropriate, however, to explain what your organization is doing to prevent
will never happen again?”
this problem from happening again, as shown in Figure 10-8.

4. End the letter positively.

Don't end with a negative phrase, such as “We hope you do not have any more
trouble with your Valic Vaporizer.” The best ending for a letter granting an
adjustment makes no reference to the original problem. End on a positive note
that implies future dealings, and don't overlook the possibility of promoting
sales of related products or services or at least reselling your organization.

Figure 10-8
Welcome the opportunity to
solve the problem. Show how Dear Ms. Jones
you pian to keep the problem
Thank you for bringing to our attention the lack of performance of your new
from reappearing.
radio. Your taking time to write us gives us an opportunity to work with you on
a solution to this situation,

We welcome the opportunity to replace this radio, but need to have the item
sent to us before we can replace it. Just as soon as you return it for inspection
and verification of the problem, we will have another radio shipped to you by
overnight courier. By doing this, you will help us determine the problem so
that we can Take steps in our production process to eliminate the cause.

Enclosed is a label addressed to our attention for you to use in returning the
radio.

Sincerely

Mk Mr aiyer

Got0_—___
BAO oe Letters Denying Adjustments
Activity 10-3 Granting an adjustment is not always the appropriate response to a claim.
To test your skills Sometimes after considering a customer's claim, you may determine that an
adjustment cannot be granted. In that case, you must send a letter denying
the adjustment—the message that organizations least like to send and
customers least like to receive. Saying no is not the only purpose of letters

Chapter 10
denying adjustments. They are also used to rebuild customer goodwill,
although this may be a difficult task.

Use the indirect approach when writing letters denying adjustments:

Letter Denying an Adjustment

Indirect Approach
Paragraph 1: Start with a buffer (never start with bad news).

Paragraph 2: Give an explanation.

Paragraph 3: Say no to the adjustment.

Paragraph 4: Close with a buffer.

You may wish to review the summary of the indirect approach in Chapter 5, and
the Chapter 9 section “Letters Answering No to Inquiries and Requests,”
page 247, for other techniques to help you write effective bad-news messages.

Look at the letter answering a customer's request for repair or replace-

ment of the transmitter for her automatic garage door opener (see Figure 10-9).
The writer of the letter realizes that the customer, Mrs. Fulk, must be con-
vinced of the organization's position and be kept as a customer (after all,
she did buy an expensive item).

The following five guidelines will help you when you write a letter deny-
ing an adjustment:

1. Support the reader's point of view in your opening

buffer paragraph.
Never start your letter with the bad news; use a friendly opening buffer. Since
the customer probably thinks he or she is right, try to coax—not force—him or
her to accept what you consider a reasonable solution to the problem. Be sure
the customer realizes that you understand the problem and that you will be fair.

Figure 10-9
Dear Mrs. Fulk When writing bad-news
messages, care must be taken
You are right to expect high-quality merchandise from The Danley Overhead Door
Conipany, Mrs. Fulk. We try to give you the best for your money and to stand behind our
to avoid offending the customer.
products when they fail as a result of defects in material and workmanship, as Our warranty
states.

We appreciate your sending the door opener to us for analysis. It appears that the opener
has gotten wet. Excess moisture over a period of time causes corrosion to form on the
integrated circuit board. After corrosion buildup reaches 2 certain level, the transmitter
will not work, Our service manager estimates that cleaning and repairing your door
opener would cost $54.

Since your door opener is several years old, you may want to consider repiacing it with a
new one. We have made many improvements to our door openers since yours was
manufactured, including a sealed circuit board that would prevent the possibility of
damage from moisture. A new door opener, which costs $74.99 postpaid, should give you
even longer service than your old one did.

Please let us know whether you want to repair or replace your opener,

Sincerely,

Claim and Adjustment Messages 277

 2. Assure the customer that the request is appreciated
and has received individual consideration.
The requested adjustment is important to the reader. In your letter, make sure ‘
you show that the reader's point of view is also important to your organization.

3. Present the explanation before the decision.

Stress what can be done and emphasize your purpose—to be fair to all cus-
tomers. Don't blame and don't argue. Avoid unfriendly, negative expressions,
such as your complaint, your error, you misinterpreted, you neglected, you
claim, you are mistaken, our records show, and your ignorance.
ee With a truthful and tactful explanation, lead the customer or client to
DIVERSITY 10.1] accept your solution as the only reasonable one.

When Yes Means No 4. Be courteous even when answering an angry or a

The native language of distorted claim.
Indonesia, Bahasa Indonesia, If you answer an angry letter sarcastically, you may lose both your self-
has 12 words that imply yes respect and your customer. Instead, completely ignore any insults; and con-
but really mean no. Even centrate on writing an answer that is friendly, rational, and professional.
with a correct translation,
Doing this usually costs less in terms of money and time to keep the cus-
the literal translation for
tomer you already have than to find a new one.
these 12 words would be yes
because the culture requires
5. Try to leave the reader in a pleasant frame of mind.
a polite, agreeable response,
Because saying no to some- A friendly but concise closing is especially important when a requested
one is considered impolite, adjustment is not granted. i
you should not assume that
a positive response means Letters Compromising on Adjustments |
you have agreement. How
can you be certain that yes When either directly granting or denying an adjustment is inappropriate,
means yes? you may decide to offer a compromise. This would be a reasonable response
when both the seller and the buyer share responsibility for problem situa-
tions or when responsibility is uncertain. Remember that, regardless of
responsibility, businesses want to correct problems in order to keep cus-
tomers’ goodwill.
gotoee As we have discussed earlier, if any part of your message contains bad
GON =p news, you should use the indirect approach. Follow these steps when writ-
ing letters compromising on adjustments:
Activity 10-4
To test your skills.

mee Imes
Indirect Approach
Paragraph 1: Start with a buffer (never start with bad news).

Paragraph 2: Give an explanation.

Paragraph 3: Say no to the adjustment.

Paragraph 4: Offer a counterproposal or compromise.

Paragraph 5: Close with a buffer.

278
 See how the writer of the letter shown in Figure 10-10 uses these five
steps in offering a compromise on an adjustment. In the letter, the writer
tries to retain the customer's goodwill by repairing a broken product with
no labor charge, even though the warranty has expired.

The following five guidelines will help you when you write letters pre- NOTES
senting a compromise adjustment:
Accentuate
Reflect pleasant cooperation in the buffer opening. Start your letter the Positiv
with a pleasant, cooperative statement, but don't imply that you are Emphasize what
you can do, not
granting the request. If the customer thinks you are granting the
what you cannot do.
request in the first sentence, he or she may not read the rest of the
letter, thinking the matter is settled.

Explain why you are denying the requested adjustment. State the
facts and reasons behind your decision thoroughly and courteously.
By giving a logical explanation before you say no to an adjustment,
you may be able to prevent a negative reaction from the customer.

State or imply the refusal. Make the refusal clear, but deemphasize it.

Offer a counterproposal or compromise. A counterproposal or

compromise should be given willingly and graciously or not at all.
Remember to let your service attitude show.

Use a buffer closing. In the closing suggest what action the customer Activity 10-5
should take, but leave the decision to him or her. To test your skills.

Figure 10-10
Messages should strive to retain
the customer’s goodwill.
<DATE>

Dear Mr, French:

Asa Reliance Pump Company customer, you should expect satisfaction because our
pledge is based upon the terms of our sales agreements, including warranties.

Because the one-year warranty on your sanitary pump is no longer in effect, it is too late
to credit your account, Mr. French, However, we will gladly replace the partially dissolved
nylon gaskets for you at the cost of the replacement parts, with no charge for labor, Our
estimate for the parts is $39.50. We now have Teflon gaskets, which are more resistant to
strong acids and alkalies, The Teflon gaskets would cost $59, again with no charge for
labor.

If you will please complete and return the enclosed authorization-for-repair form
indicating whether you prefer nylon or Teflon gaskets, we will repair your sanitary pump
and ship it back to you within ten days.

Sincerely,

om and Adjustment Messages 279

Tiding@ap 10.4 Form Letters for Adjustments
Form letters are commonly used in adjustment correspondence. They can
Discuss: Why would an
organization use a form letter be a problem because their tone and style sometimes suggest “mass pro-
rather than write an individual duction” or insincerity; but even a form letter, carefully written, can stress
letter to respond to each claim? personalized service and genuine concern for the reader. A form letter
should sound like an individually written letter.

Read the two form letters shown in Figure 10-11 and Figure 10-12. They
are routine adjustment letters responding to a problem with a magazine
subscription. Both are concise, clear, correct, and complete, but which let-
ter would you prefer\to receive?

Even though both letters are form letters, the second one has been per-
sonalized, making it friendlier and less brusque than the first one. A form
letter saves the writer time if the form letter does its job effectively. For fur-
ther illustration of this point, reread the discussion, “Showing Sincere
Interest in the Reader,” in Chapter 8.

Figure 10-11
A routine adjustment letter
should be clear, correct, concise, Dear Sir or Madam:
and complete. Is this one?
This letter is to acknowledge receipt of your recent communication relative to
your subscription.

It is necessary that you fill out in detail the enclosed form and return it
immediately.

We will get back to you when we have located and corrected the problem with
your subscription.

Very truly yours,

Figure 10-12
A routine adjustment letter
should take care of an adjust-
Dear Mrs. Jensen:
Mitt

ment clearly, concisely, correctly,

and completely. Does this one
CeyHiQhtt) @ Glannqe/Modraye

Thank you for letting us know that you have not been receiving your copies of
do that? Ancient Antiques.

We are checking with our Circulation Department to see what has happened.
Unless we need additional information from you, you can expect to start
receiving your copies of Ancient Antiques within ten days

Your interest in our biweekly magazine is appreciated.

Sincerely,

280 Chapter 10
 Checkpoint 10.2

1. What is the most important outcome of an adjustment letter for a

business?
2. Why is it important to maintain a courteous tone when responding
to an angry claim letter?
3. What is the most challenging part of writing a letter of adjustment?

CHAPTER 10 SUMMARY

One of the best ways to resolve problems or errors that you encounter in
business dealings is to write a claim letter requesting an adjustment. Writing
a routine claim letter using the direct approach is appropriate if you can rea-
sonably expect the adjustment to be granted. If your claim is not as clear-cut,
you should write a persuasive claim letter using the indirect approach.

When you are responding to a claim letter, you have three choices. If you
grant the adjustment, use the direct approach and give the good news in the
opening sentence. If you deny the adjustment or compromise on the
adjustment, use the indirect approach—never start a letter with bad news.
To save time, you can prepare a form reply for an adjustment when you
receive numerous requests about the same problem. A form reply should
still sound and look like a personal letter.

The problems in the Worksheet give you a chance to demonstrate your

understanding of adjustment correspondence. Prepare the exercises your
instructor assigns, and submit them as directed.

Claim and Adjustment Messages 281

Pe ot ea
Cr EL hy Problem Solving
“Houston, we have a problem.” Those words were spoken by the commander
of the space capsule Apollo 13 after an explosion on board. Few problems in
the business world will be as dire, but every problem needs to be taken as
seriously. Problem solving, like decision making, takes practice, can be done
alone or in groups, and requires sufficient information and creativity.
Problems are best solved through the process described below.
The first step is to define the problem. Try to state it in a sentence or two.
Here is an example: “Our department has repeatedly missed the 5 p.m. Friday
deadline for submitting weekly schedules.”

Identifying Solutions
The next step is to brainstorm, or list, possible solutions. This step is best
done in a group. The point of brainstorming is to generate a large pool of
ideas. (For more on brainstorming, see page 133.)
After brainstorming, you should evaluate the possibilities and narrow them
down to one good choice. Solutions that are not feasible can be discarded.
Identify the advantages and disadvantages of the remaining solutions. The
questions to ask are, “Is this a good solution?” and “Why or why not?”
Next, you should create a plan for putting the solution to work. Ask “How
can we make this solution work? To whom do we talk? How long will it take?”,
and so on.
The final step is to implement the solution. Give it a trial run. For example,
the solution to the problem of missed deadlines may be to change the day of
the deadline. Try the change for a month and see if it helps. If the solution
doesn't work, repeat the process until you get the results you want.

> ~

7 Situation: Your travel agency

AQ Thinking has only two telephone lines,
Critically, which makes it difficult to check
* the Internet, make telephone
calls, and process credit card
numbers at the same time. Customers and good bookings have
been lost because of delays. As the office manager, you want a
solution that will not cost too much.

Ask Yourself: How would you solve the problem?

wa, . ees — —
66 Everyone lives by selling o be successful in your career and in your personal life, you must
something. 99 develop the ability to persuade—both orally and in writing. To some
—R. L. Stevenson extent, any type of communication—oral or written—requires the ability to
persuade or “sell” your listener or reader on your ideas and on yourself as a
person with whom others will want to be associated. In every business com-
munication, you are also “selling” your organization's image and goodwill.
In this chapter, we will discuss letters whose main purpose is to persuade
others to accept your ideas and/or buy your products or services.

me
Maybe, you question why or even how you would use your persuasive
skills in writing letters or in oral communication. Let’s begin our study of
persuasive communication by looking at some types of communication in
which your very best persuasiveness must come into play, along with your
ability to use the seven Cs of communication effectively.

WRITING TO PUBLIC OFFICIALS AND THE MEDIA

Have you ever thought about writing a letter to a public official? What about
writing a letter to the editor of a newspaper or magazine? Writing these kinds
of letters is one way you can participate in our political system and be sure
your voice is heard.
NOTES
Dear Mr. Organizations, too, often take an interest in the larger world—local,
President national, and even international events can affect the future of an organi-
Do you know the zation as well as the careers and livelihoods of the employees.
name(s) of your lawmakers?
Your letter to a lawmaker, just
like your vote, does count. Letters to Lawmakers
Lawmakers represent the citizens who live in their legislative areas, who are
called their constituents. Lawmakers are very interested in knowing how
their constituents feel.on the issues being considered by their legislative bod-
ies. One way many lawmakers seek their constituents’ opinions on current
eb itt

issues is to send regular newsletters that frequently contain questionnaires.

The best and most convincing way to express your opinion to a lawmaker
is through a written letter. You may wonder, “Will my letter really make a dif-
ference?” With rare exceptions, lawmakers not only read their mail but are
very interested in the contents. Letters that aren’t personally read by the
lawmaker—many lawmakers receive more than 6000 pieces of mail each
week—are handled by key staff personnel who then relay the contents to
the lawmaker.

Your letter, just like your vote, does count. Although your letter alone may
not change an existing law or add a new one, your opinion, combined with
the opinions of many other constituents, can result in change. In fact, there

292 Chapter 17
 have been several instances over the years in which Congress has repealed
a law because of the avalanche of mail opposing it.

When you want to express your opinion or solve a problem, to which law-
maker or public official do you write? First, you should determine which
level of government—federal, state, county, or city—has jurisdiction over
the issue in which you are interested. For example, if you have a public aid
question, you should write to an official at the state level. If you have a ques-
tion about Social Security or the IRS, you should write to someone at the
federal level. If you want to rezone property in order to open a business, you
should write to a local (city or county) lawmaker. You can usually find
phone numbers and addresses for government officials in your local phone
book. The library or the Internet is also a good source for this information.

Characteristics of a Good Letter to a Lawmaker

Using the following guidelines will help you write an effective letter to a law-
maker at any level.

Give Complete Information About How You Can Be Contacted. Be sure to

include your address and a phone number where you can be reached during
normal office hours. Use your organization's stationery only if you are repre-
senting the views of your organization. Otherwise, use your personal stationery
or plain paper with a complete heading, including your phone number.

Organizational Support? You write a letter to one of your federal

lawmakers expressing your personal opinion about an environmental
issue. You work for a chemical company. Would it be legal and/or
ethical to use your company letterhead stationery for the letter?

Address Your Lawmaker Properly. Consult a reference manual such as The

Gregg Reference Manual, Glencoe/McGraw-Hill, by William A. Sabin, or The
Irwin Office Reference Manual, Glencoe/McGraw-Hill, by Jo Ann Lee and
Marilyn L. Satterwhite, for correct titles and salutations to use when address-
Hill

Hill
Copyright © Glenooe/MoGrawe

Copyright © Glencoe/MeGraw-

ing public officials.

Use a Subject Line. Identify the topic you're writing about in a subject line.
If the topic is a legislative bill, include the bill’s name and number, if you can,
or at least give the bill’s popular title. Remember, hundreds of legislative bills
are introduced each year; therefore, this identification is important.

Limit Your Letter to One Topic. Discuss only one issue in each letter, and
make your discussion brief. If you wish to write about more than one issue,
write a separate letter for each topic. Organize the letter using the direct
approach or the persuasive approach (whichever is appropriate), and present
your points concisely in a clear, logical order. You will learn more about these
approaches as you study various types of persuasive messages in this chapter.

Persuasive Messages 293

 om
Use Your Own Words. Petitions with dozens of signatures carry little or no
weight with lawmakers because they know many of these signatures are from
disinterested people who have signed the petition because they were asked, not
because they felt strongly about an issue. Even form letters and postcards have
less impact on the recipient than a carefully thought-out individual letter.

Personal Endorsement. A friend asks you to sign a petition to con-

demn a historical building so that an investor can build a shopping
mall. Is it ethical for you to sign the petition even though you do
not approve of tearing down the historical building?

Tell Why and How. When expressing your opinion about a bill under con-
4 sideration, tell why you feel the legislation is good or bad and how the legis-
‘
lation affects you, your coworkers, your profession, your community, or
re
other people in your area of representation. Give personal examples and
observations to strengthen your case. Back up your opinions with facts and
one

figures, and include copies of pertinent articles and editorials from newspa-
pers and magazines.

Be Courteous and Rational. Avoid starting your letter with the cliché “As a
citizen and a taxpayer... .” Your lawmaker will likely view this kind of
NOTES
opening in a negative way. Don't be rude to your lawmaker or threaten
Your John him or her with a statement such as, “If you don't vote for this bill, | won't
Hancock
vote for you in the next election!” This makes you appear emotional, per-
Sign your letter;
haps irrational. If you are perceived in this way, then you will have little or
anonymous letters
are disposed of, unread. no credibility. When you are trying to persuade, logical reasons work
much better than threats.

Sign Your Letter. Anonymous letters are disposed of, unread. Also, don’t
Thadiggeap 11.1 send photocopies of one letter to different lawmakers who represent you.
Courtesy dictates that you write each one individually—an easy task with
Discuss: Why is it not a
good idea to write a letter to word processing.
one lawmaker and then send
photocopies to other lawmak- Watch Your Timing. When you are writing about a legislative bill, it is
ers who represent you? What is important to express your views early in the legislative process—before a bill
an easy way to send an original comes to a vote of the full legislative body. After a bill has been introduced,
letter to each lawmaker?
write to the appropriate committee members when the hearings on the bil
begin. Also write to your own representatives before the bill comes to the
floor for debate and vote. Your lawmakers are glad to hear from you any ime.
but your letter will be more effective if it arrives while they are still decidine
how to vote.

Most lawmakers have a fax machine so that you can transmit your letter
instantly to them. Also, members of Congress and many state legislatuzes
have telephone “hotlines” that interested citizens can use to find out i
current status of bills.

294 Chapter ©
 Make Your Letter Professional in Appearance. Use your computer to key-
board and then print your letter, if possible, because a printed letter looks
more businesslike and more professional than a handwritten letter. If you
must write in longhand, be sure that your writing is legible and that your
name, address, and phone number are included. Remember, you must
include your address to receive a reply.

Send a Follow-Up Letter, if Necessary. Almost all lawmakers answer their

mail. If the reply you receive is just a brief acknowledgment, however, write
again to ask for more specific information. Ask your lawmaker the following,
for example:

¢ How do you stand on the issue?

* Do you support or oppose the bill?

NOTES ?
¢ How do you think this bill will affect the people you represent? Letters to
Lawmake
Legislative letters deal
Types of Letters Written to Lawmakers with laws that affect everyone.
Service letters are requests to
Letters written to lawmakers fall into three general categories: (1) legislative lawmakers to help individuals.
letters, (2) service letters, and (3) follow-up letters.

Legislative Letters. Legislative letters deal with legislation, or laws, that

affect everyone. Use the direct approach in most of these letters. A typical
outline for a legislative letter is given in Figure 11-1 below.

Figure 11-1
Legislative letters
deal with laws
that affect many
000 Your Street Name
City, State, and ZIP Code
people.
Month 00, <YEAR>

The Honorable
House of Representatives
Room Number and Building Name
City, State, and ZIP Code

Dear Representative

Subject: (Identify the bill or issue here.)

Hil
Copyright © Gleneoe/MoGraw:

State your support of (or opposition to) the issue about which you're writing. Include
the bill number, if known, and the popular title.

. Tell why you support (or oppose) the issue, giving local and/or personal examples,
experiences, and observations, Quote statistics (and their source), if available, to back
ae up your view. Explain the consequences of the bill’s success or failure to you and to
Parag raph other constituents.

oT 3. Ask the lawmaker to sponsor or support (or oppose) the legislation discussed above,

—reo—— 4, Express appreciation for the lawmakers having considered your views, and ask for a
reply that gives the lawmaker’ view,

Sincerely,

Your
Signature
Your Name

Persuasive Messages 295

 Figure 11-2
Service letters
request a law-
maker's help with
a problem.
000 Your Street Name
City, State, and ZIP Code
Month 00, <YEAR>

The Honorable
House of Representatives
Room Number and Building Name
City, State, and ZIP Code

Dear Representative _

Subject: (Name the agency and give your identification number.)

|, Give the history of your problem concisely and in chronological order

2. Explain your problem and what you've done to attempt to solve it.
Paragraph |
3. Give written permission for the lawmaker to examine your records

. Ask for what you need to solve the problem, und ask for a reply.

Sincerely,

Your
Signature
Your Name

Service Letters. Service letters involve requests to help individuals cut

through the procedures and paperwork, or “red tape,” of government pro-
grams. For example, in a service letter an individual may need help with a
social security or veterans’ benefits problem, with an immigration problem,
or with some other program of a state or federal government agency. These
letters also generally use the direct approach. See Figure 11-2 above, for a
typical outline for a service letter.
Copyright © Gleneoe/MoGraw+ Hill

Service letters should be sent to the lawmaker’s local or district office in

his or her home state because these offices handle most service work. In
today’s “Freedom of Information” age, you may need to provide a signed
privacy release authorizing your lawmaker to contact the appropriate
agency for help.

Follow-Up Letters. Even though your lawmakers are paid to represent you
and to help you, common courtesy requires that you write a thank-you let-
Activity 11-1 ter when they have voted the way you want on legislation and/or helped you
To test your skills. as a result of a service letter. Review “Thank-You Messages” in Chapter 8.

Chapter 11
 Letters to Editors
Nearly all groups in the media—from newspapers and magazines to radio
and TV—encourage their readers, listeners, or viewers to send written
responses regarding their publications and programs. People who write
these letters of response are eager to share their convictions, knowledge, and
concern with others.
Concerned citizens and conscientious organizations write letters to the
media to share a view, to express a concern, to ask for help when an error has
been made, to suggest an improvement, or to give information.

Because people tend to accept as fact anything that is printed or broad-

cast, you should feel an obligation to write a letter to the media when you see
or hear a report that is erroneous or misleading. Voicing your concerns will
bring other readers’ or listeners’ attention to the issue or report.

NOTES
Characteristics of a Good Letter-to the Editor Speaking Up
The following guidelines will help you write an effective letter to the editor. Individuals ma
Although the focus here is on letters to be printed in newspapers or maga- write letters to the media
to share views or to suggest
zines, these guidelines also apply to preparing messages for radio or televi-
improvements
sion broadcasts or teleconferences.

Get Right to the Point. Say outright why you're writing the letter. Give
enough details so that your letter is meaningful to all readers, even those Thadiggagp 11.2
who know nothing about the topic you're discussing. Answer the obvious Discuss: What technique(s)
questions that will be in readers’ minds. could a writer use to avoid
writing an emotionally
Be Brief. Although short words and sentences will make your letter more charged letter?
readable, be sure to include all the points you think are important.
Remember to limit the subject of your letter to one topic.

Be Rational. Even though you may be responding to something that angers

you, skip the temptation to write a sarcastic rebuttal. Although an emotion-
ally charged letter may help increase a newspaper or magazine's readership,
it may do so at your expense. You'll feel embarrassed if you see your angry
=a

letter in print. Instead, make your letter polite and professional.

Copyright © Glencoe/McGraw-Hill

Use Good Taste. Always avoid insulting a race, ethnic group, political fac-
tion, or minority. Letters that are libelous or contain personal attacks are
not published by reputable editors. A letter to the editor in which you label
someone as a “stupid idiot” or a “crook” or “liar” could actually be consid- NOTES ?
be
ered libelous unless those labels are based on proven facts. No Name Calling i
Be Fair. There are two sides to every story—your argument won't be weak- Libelous letters 2
letters for which you
ened by showing that you are aware of another viewpoint. Also, be certain all
could be sued.
your data and facts are accurate.

Persuasive Messages 297

 Writing a Letter to the Editor
The following guidelines will help you format a letter to the editor:

Follow the Rules. Most publications have an editorial page where letters to
the editor are printed along with some guidelines for these letters. Space is
limited on these pages, so pay particular attention to letter length specitica-
tions. If none are given, limit your letter to 200 to 300 words. (Messages to be
broadcast should often be even shorter—contact the radio or television sta-
tion for guidelines.) The staff of a publication may edit letters to the editor
for length, accuracy, and good taste.
Keyboard Your Letter, if Possible. Your letter should be properly formatted
and have a neat, professional appearance.

Meet the “Deadline.” If your letter is triggered by a recent news story or

editorial, write your letter the same day the item appears, while the topic
is still “news.” If you wait too long, your letter may not be considered for
publication.

Identify Yourself. Always sign your letter with your full name, title (if it is
pertinent to the topic), and address. Also include a telephone number
where you can be reached in the daytime. Your name and address (city and,
if relevant, state) will probably be published with your letter. A few news-
papers will withhold signatures if the editor feels the circumstances war-
rant it, but most will not. Magazine editors are more likely to withhold
from print a name or location if the writer requests this and the topic is
sensitive, but a letter still must be signed—letters sent anonymously lack
Activity 11-2 credibility and are seldom published. Figure 11-3 shows a typical format
To test your skills. for a letter to the editor.

Figure 11-3
This outline can be used for a
letter to the editor. SEN Oe

Letter to the Editor

Name of Newspaperor Magazine
Street Address or P.O. Box
City, State, and ZIP Code
© Glencoe/MeGraw-Hill

Dear Editor:

i a 1, Tell what topic your letter is covering and your present stand on the issue.

Pa rag raph ——T"_ 2. Give your explanations, facts, and reasons for your position, including examples.

3. Give your summary or conclusion.

Your Full Name

Gopyright

Title(if pertinent to the topic)

Organization Name (if pertinent to the topic)
Street Address or P.O, Box
City, State, and ZIP Code

Phone number (where you can be reached during the day)

Your _
Signature

Chapter 11
 PERSUASIVE REQUESTS

A request for donations, cooperation, gifts, or favors (without any intention

on the writer's part to buy or sell) is a persuasive request. This type of letter
attempts to persuade the reader to spend time or money or to go to some
trouble to help the writer—usually without benefit to the reader.
The letter shown in Figure 11-4 is from the Professional Business Leaders
Association. The letter shows how a persuasive letter can effectively capture
the interest and secure the cooperation of the reader with its approach and
its use of the “you attitude.”

Guidelines for Persuasive Requests

When you write a persuasive request, use the persuasive approach discussed
in Chapter 5 and follow these five suggestions:

Begin With an Appeal That Will Interest the Reader

You already know a great deal about the opening paragraphs of persuasive
letters from the discussion in Chapter 5. As we have seen, the approach for

Figure 11-4
This persuasive letter
Southeastern State College persuades its reader to respond
SoTelephone
Caney 7246
Office of the Dean
in fy
to a request.
501-555-3035
Professional Business Leaders Association

October 8, <YEAR>

Dear Member

Our Professional Busi: Leaders As ociation is conducting a survey of our members

to
gather program information to assist the College in improving the quality of academic
programs. This would in turn benefit current and future students, —

The information gathered from the survey will aid us in identifying the kinds of activities
in which our graduates are involved and the progress they have made in their professions,
including salary attainment.

The Academic Program Review Committee can benefit from information from former
Ee i = hs and h of the PIUG as indicated in the
survey results.

Any information gathered will be held in confidence and released only in the form of
college and department summary statistics. My staff and | eagerly await your reply. Please
return your completed survey in the enclosed envelope by November 20.

Sincerely

Francesca, Foner
Francesca Pena, President

mas
Enclosures

Persuasive Messages 299

 a
persuasive requests is entirely different from the approach for direct
n: a a inquiries. When you are asking someone about a product or service he or
a

ic IVERSITY TaD she is trying to sell, the reader becomes interested immediately because ‘
i the inquiry presents an opportunity to sell. When you are asking for a gift or Ww
Gift Giving favor, however, you must point out the advantage to the reader to stimulate
Avoid giving white flowers as his or her interest. Since you want a favorable response, avoid starting with
a business gift in El Salvador. your request—get the reader interested in your story before asking for a
They are associated with response, otherwise the reader's reaction might be, “Why bother?”
funerals and considered bad
tenes $

Successful persuasive openings often use the following appeals: humani-

luck. When is it appropriate to
tarian, reader-benefit, individual responsibility, or personal experience.
send a business gift? How do
ae obtener

you determine what kind of ae a e

oft you should send? Humanitarian or Altruistic Appeal. Altruism is unselfish regard for or devo-
uo (a :

; tion to the welfare of others; a humanitarian is a person promoting human

| welfare and social reform. The humanitarian or altruistic appeal puts its
emphasis on benefit to others, as illustrated in this opening paragraph of a
: letter from the Organ Transplant Fund:
You can have a powerful impact on another human being. The
power to preserve another person’s life depends upon your decision.
Your generosity and caring can extend life for another person.

Charitable Benefit. A persuasive letter asks readers to buy a

stuffed animal and indicates that the profits will go to the victims
of child abuse. Actually, less than one percent of the profits go to
the charity. Is this legal? Is this ethical?

Reader-Benefit Appeal. The reader-benefit appeal emphasizes the benefit to

the reader of responding to a request. The following excerpt from a sales
manager's plea to salespersons to improve their personal appearance illus-
trates the reader-benefit appeal:
How often do you take time for a second look at your appearance?
Your customers do every day.
Your appearance is a preview of the way you might handle your
hm

customers’ business.
When you take pride in yourself, your customers feel that you also
take pride in what you do for them.

Individual Responsibility Appeal. A lawmaker used the individual responsi-

bility appeal in this request for information from educational administrators:
You are part of a carefully selected sample of educational administra-
tors receiving this letter. Over the past five years, your experience and
leadership have played a major role in increasing educational funding
in the national budget.
Your answers to the enclosed questionnaire are vital to lawmakers
who are negotiating to preserve educational funding. . . .

300 Chapter 1%
 Personal Experience Appeal. Recalling a pleasant childhood memory is an
example of a personal experience appeal. This excerpt, from a letter trying to NOTES

bs
persuade the reader to donate money to help underprivileged children
Swing Sets
attend summer camp, illustrates this appeal: and Basket
Remember the contrast of the cool water to the sweltering outdoor A pleasant childhood
temperature when you jumped into the swimming pool as a kid at memory can be used to
summer camp? Leaving the inner city and the asphalt jungle for a week appeal to a reader to help
with a particular charity.
of camping in the great outdoors is an experience youngsters never Remember to use the “you
forget. The thrill of cabins, sleeping bags, and campfire cooking lives attitude” in explaining the
reason for your request
on in their memories, and the experience of closeness and sharing with
role models shapes their adult lives. A donation of only $50 will enable
us to send a child to Camp Kokomo for one week this summer.

Follow Through With the Reason for the Request

After you select the theme for your opening, you should follow through with
an explanation of your request. Remember to use the “you attitude” in
explaining the reasons for your request. In your explanation, it is important
to emphasize an advantage to someone other than yourself, the writer.

Stress to the reader or the reader's organization the advantage of

responding to your request, as did the writer of this paragraph from a letter
asking wholesale clothing buyers to complete a questionnaire for a fashion
merchandising organization.

Your cooperation in this project will definitely help the garment industry.
Your cooperation will be of even more benefit to you as buyers, because
the results of the survey will be used by our members to develop better
merchandising methods and to give better service to individual buyers.

In addition, compliment the reader. This can be an effective technique in

persuasive requests. The following sentence, from a letter asking a member of
the local Marketing Executives Club to speak to the students in the Phi Beta
Lambda Chapter, gives a compliment to the reader:

We know that any pointers you can give us on sales and marketing
techniques will be stimulating and helpful to our students.
Hil

© Glencoe/McGraw-Hill
Copyright © Glenooe/MoGraw

State the Request in Definite and Specific Terms

After catching your reader's interest and giving your explanation, make your
request. Be sure the reader knows:

e Exactly what you want.

Copyright

* How and when he or she is to respond. NOTES

Notice how explicitly this writer requests the help of an organization member: Call to
Action
Specifically, Jennifer, these are the things | am asking you to do: The closing paragraph
1. Attend the monthly meetings. should stimulate action by
making it easy and satisfying
2. Chair the Fundraising Committee. You are to form the committee to respond.
and send a list of the members to the secretary by March 1.

Persuasive Messages 301

 Submit a plan for this year’s events to the secretary by April 15.
Your annual committee report will be due on July 30.
3. Serve as adviser to the Budget Committee. Your experience should
0 Seal

be especially valuable to this committee, and | have asked its chair-

person, Vikki Edwards, to contact you directly.
a

4. Write a cover letter for the attached questionnaire, which will be

sent to all members.

Stimulate Action With Closing Remarks

Closing remarks should stimulate action by suggesting that compliance will
be easy and satisfying. Doesn't this closing paragraph make viewers feel that
supplying the information requested by a TV station will be simple yet
worthwhile?

Our questions are easy to answer. We will not use your name. No one
will try to sell you anything. We have stamped the ballot; no postage is
=3h LS

necessary. But we do need your vote, so please fill in the few blanks on
the enclosed ballot, fold it, seal it, and drop it in the mail.

Reflect an Optimistic Outlook

Effective persuasive letters show an appreciation of and confidence in the
reader's favorable response. A sincere belief in people and an optimistic
outlook shine through every paragraph of most successful persuasive let-
ters. Notice the positive tone in the following excerpt from a persuasive
request:
This will be the most important vote you will cast between now and
November 2. And this vote will count more because you are one of
1500 AMS members—not just one of 50 million voters in the presi-
dential election.
Here is another excerpt using a positive tone:

goto For many of us, our Phi Mu Foundation experience has been a spark
rhrle)\\fs that has helped light our lives. Your financial support of the
Activities 11 3 Foundation today can create a living endowment to light many more
Oopyright © Glencoe/MeGraw-Hill

and 11-4 lives yet to come.

To test your skills.

Checkpoint 11.1

1. Why is it a good idea to sign the persuasive letters you send?

2. Why do you think it is important to stress the “you attitude” in a
persuasive request?
3. Consider the parts of a request letter—appeal, reasons, request,
and closing. Rank them in the order of their importance in the let-
ter. Explain your choices.

302 Chapter 11
 SALES LETTERS

Sales letters are an effective selling tool for several reasons. One of the most
important reasons is cost—the cost of writing, producing, and mailing a
large quantity of sales letters is less than the cost of reaching the same num-
ber of prospects by producing and buying time for a radio or television com-
mercial or producing and buying space for a newspaper or magazine ad.

In addition, sales letters allow a seller to be selective in targeting his or her

audience. The seller may select a mailing list according to prospects’ profes-
sions, geographic areas, ages, incomes, interests, and so on. By selecting a
mailing list carefully, the seller is virtually assured of reaching a certain num-
ber of “qualified” prospects. These lists are available from companies tht NOTES
collect and compile them for a fee. Sales letters can be adapted to a variety
Letter Sales
of purposes and target audiences making them an effective selling tool.
Sales letters a’
Computer software enables the sender to customize each letter for aspecific _&ffective ae a a the
“ sive * reasons: Cost, selectivity, Cus-
customer as if he or she were the only pees receiving an offer, when, aS tomization, adaptability.
these sales letters are produced quickly and inexpensively in large quantities.

Direct Sales Letters

Direct mail (usually sales letters) is sent to potential buyers with the hope
that a sale will be forthcoming. Direct mail promotions often use some
device (gimmick or attention grabber) to get the customer to open the enve-
lope and read the message. “Free Gift Inside!” or “Urgent—Open
Immediately!” or a similar message may be printed on the envelope. Inside,
the consumer may find a letter, a brochure, or a coupon, plus other items
trying to grab his or her attention. Much of this mail is considered “junk
mail” by most of us—people have become so used to it in their mailboxes
that even organizations with products or services of real value sometimes
feel they have to “shout” for attention.

In contrast, sales letters to businesspeople may use all the devices of direct
mail, but they are usually able to get to the point without resorting to gimmicks.
In our discussion we will focus on sales letters as they are used in business.
vill

Direct-mail sales letters do, however, have certain drawbacks. Because

many people consider all direct-mail advertising junk mail, a sales letter
Minnacea/iit

may be discarded before it is read even though it is well written and makes
a spectacular offer. In addition, even a “successful” sales letter will usually
draw a positive response from no more than 5 percent of the total number
of people receiving the mailing.

indirect Sales Letters

Letters written specifically for direct-mail selling are not the only sales letters.
Examples of situations that result in indirect sales include the following:
* A writer acknowledges receipt of a large order with a thank-you letter
that also resells the customer on the organization's product or service.

Persuasive Messages 303

 ¢ A writer introduces a new sales representative to a customer, which
paves the way for that representative to call for an order.
¢ Awriter tries to persuade a superior to approve a project or an
expense by selling that person on the reasons the project or expense
should be approved.
¢ Awriter sends an application letter for a job that sells his or her qual-
ifications to a prospective employer.

Principles of Writing Sales Letters

To write successful sales letters, every business writer must keep in mind the
following principles:

¢ Know your products and services. Be aware of the advantages and

disadvantages of your products and services—why they appeal or
should appeal to people. In fact, know as much as you can about them.
Know your potential customers. Learn everything you can about
your customers—who they are, where they are, what their needs are,
and how to get through to them.

Thadiag@ap 11.3 Know how sales are made. Concentrate on what motivates people
to buy, what appeals are likely to prove successful, and how to get
Discuss: Without additional people to act.
knowledge and training, would
you be able to write an effec- Remember the basics of effective writing. Apply the good writing
tive sales letter about selling a principles you have learned, especially those that pertain to persua-
combine or corn planter to sive messages. Be sure to practice the techniques of clear communi-
farmers? Why or why not?
cation that you learned in Units 1 and 2 of this book.

Planning Sales Letters to Individuals

Before you begin drafting a sales letter, you should take five important steps.
Until this initial planning is completed, it is virtually impossible to write an
effective sales letter.

Analyze the Prospects in Terms of the Product

First, from research or experience build a composite prospect—identify the
characteristics that describe the most likely prospect or customer for yout
products or services. The sex, age, occupation, geographic location, financia!
situation, and other characteristics of the “average” prospect will determine
what appeals you will use in your letter. Defining your targeted customers
characteristics will help you discover the needs and desires of these prospet
tive buyers. For example, you wouldn't try to sell a “Sixty-Five Plus” insuramee
plan to college students. Nor would you try to sell homeowners’ insurance
apartment dwellers; however, you may try to sell renters’ insurance to them.

Theing@ap 11.4 Prepare a List of Prospects

Discuss: Would you try to Next, you need a good mailing list. The obvious place to start is your orgs
sell snowblowers to residents of zation’s own list of customers. As previously mentioned, you can also &
southern Florida or southern
lists from companies that specialize in compiling and selling them. Te
California? Why or why not?
effective, a mailing list must contain correct names and addresses, and

304
 people and organizations listed must have characteristics in common that
make them likely prospects for your products or services.

Analyze the Product in Terms of the Prospects

What specific features of your product or service make it attractive or use-
ful or appealing? What features should be emphasized? What features
should be played down? (This analysis is usually made along with your
analysis in the first step.) Letters that present a product or service in terms
of what prospective buyers think of it and how they can use it do more than
make sales—they win satisfied customers.

Determine the Central Selling Point NOTES

The central selling point (CSP) should be the item of information most likely What Sells It?
to persuade the prospect to buy a product or service. The CSP might be The central se
appearance, durability, comfort, convenience, price, or any other positive point (CSP) of a letter is the
information most likely to
feature that is likely to have the greatest influence on your reader's purchas-
persuade the prospect to buy a
ing decision. After analyzing the prospects and the product, build your letter product or service.
around this central selling point.

Make a Plan for the Letter

One formula for a sales presentation is the AIDA approach—attention, inter-
est, desire, action. Review “The Persuasive Approach” in Chapter 5. Using this
formula, you first get the prospect's attention—that means getting him or her
to read your letter—by promising a benefit. Then, you arouse your prospect's
interest by helping him or her imagine using your product or service. Next, you An effective fo
try to convince your prospect of the desirability of buying. Finally, you attempt for a sales letter is AIDA
(attention, interest, desire,
to get your prospect to act—to send in an order or to subscribe to your service.
action).
You want the reader to take the desired action you are suggesting.

Many effective sales letters will not fit such a set pattern. Be creative—
rather than let a formula dictate your letter, link your product or service
with the prospect's desires and needs by giving sufficient factual informa-
tion to be convincing.

Writing Sales Letters to Individuals

HA

The purpose of your sales letter is to give the reader the incentive to buy and
use your product or service. After you have planned the letter, follow these
FEN Nt

guidelines when you actually write your sales letter.

We A RNP

Capture Reader Attention and Interest in the Opening

The opening sentences ofa sales letter are critical. If the prospect doesn't read
the letter, then no sale will result no matter how good the offer is. To get the
letter off to a fast start and to get the prospect reading, the central selling
point and the promise of a benefit to the buyer should be woven together at
the beginning.
The possibilities for different forms, styles, attention-getting opening
ideas, gimmicks, and devices are limited only by your imagination. Often
you can capture the reader's attention in one of the following ways:

Persuasive Messages 305

 e A writer introduces a new sales representative to a customer, which
paves the way for that representative to call for an order.
e Awriter tries to persuade a superior to approve a project or an
expense by selling that person on the reasons the project or expense
should be approved.
¢ Awriter sends an application letter for a job that sells his or her qual-
ifications to a prospective employer.

Principles of Writing Sales Letters

To write successful sales letters, every business writer must keep in mind the
following principles:

e Know your products and services. Be aware of the advantages and

disadvantages of your products and services—why they appeal or
should appeal to people. In fact, know as much as you can about them.
¢ Know your potential customers. Learn everything you can about
your customers—who they are, where they are, what their needs are,
and how to get through to them.

Theiiageap 11.3 * Know how sales are made. Concentrate on what motivates people
to buy, what appeals are likely to prove successful, and how to get
Discuss: Without additional people to act.
knowledge and training, would
you be able to write an effec- e Remember the basics of effective writing. Apply the good writing
tive sales letter about selling a principles you have learned, especially those that pertain to persua-
combine or corn planter to sive messages. Be sure to practice the techniques of clear communi-
farmers? Why or why not?
cation that you learned in Units 1 and 2 of this book.

Planning Sales Letters to Individuals

Before you begin drafting a sales letter, you should take five important steps.
Until this initial planning is completed, it is virtually impossible to write an
effective sales letter.

Analyze the Prospects in Terms of the Product

First, from research or experience build a composite prospect—identify the
characteristics that describe the most likely prospect or customer for your © Glencoe/MeGraw-Hill
products or services. The sex, age, occupation, geographic location, financial
situation, and other characteristics of the “average” prospect will determine
what appeals you will use in your letter. Defining your targeted customers’
characteristics will help you discover the needs and desires of these prospec-
tive buyers. For example, you wouldn't try to sell a “Sixty-Five Plus” insurance
plan to college students. Nor would you try to sell homeowners’ insurance to
Copyright

apartment dwellers; however, you may try to sell renters’ insurance to them.

Thaigap 11.4 Prepare a List of Prospects

Discuss: Would you try to Next, you need a good mailing list. The obvious place to start is your organi-
sell snowblowers to residents of zation’s own list of customers. As previously mentioned, you can also buy
southern Florida or southern
California? Why or why not?
lists from companies that specialize in compiling and selling them. To be
effective, a mailing list must contain correct names and addresses, and the

304 Chapter 11
people and organizations listed must have characteristics in common that
make them likely prospects for your products or services.

Analyze the Product in Terms of the Prospects

What specific features of your product or service make it attractive or use-
ful or appealing? What features should be emphasized? What features
should be played down? (This analysis is usually made along with your
analysis in the first step.) Letters that present a product or service in terms
of what prospective buyers think of it and how they can use it do more than
make sales—they win satisfied customers.

Determine the Central Selling Point NOTES [

The central selling point (CSP) should be the item of information most likely | What Sells It? i
to persuade the prospect to buy a product or service. The CSP might be The central se
appearance, durability, comfort, convenience, price, or any other positive _ point (CSP) of a letter is the
feature that is likely to have the greatest influence on your reader's purchas- eiialatea plist al
ing decision. After analyzing the prospects and the product, build your letter ake or dee z
around this central selling point.

Make a Plan for the Letter

One formula for a sales presentation is the AIDA approach—attention, inter-
est, desire, action. Review “The Persuasive Approach” in Chapter 5. Using this
formula, you first get the prospect's attention—that means getting him or her
to read your letter—by promising a benefit. Then, you arouse your prospect's
interest by helping him or her imagine using your product or service. Next, you
try to convince your prospect of the desirability of buying. Finally, you attempt fora sales letter is AIDA
to get your prospect to act—to send in an order or to subscribe to your service. een interest, desire,
You want the reader to take the desired action you are suggesting.

Many effective sales letters will not fit such a set pattern. Be creative—
rather than Jet a formula dictate your letter, link your product or service
with the prospect's desires and needs by giving sufficient factual informa-
tion to be convincing.

Writing Sales Letters to Individuals

The purpose of your sales letter is to give the reader the incentive to buy and
use your product or service. After you have planned the letter, follow these
guidelines when you actually write your sales letter.

Capture Reader Attention and Interest in the Opening

The opening sentences ofa sales letter are critical. If the prospect doesn’t read
the letter, then no sale will result no matter how good the offer is. To get the
letter off to a fast start and to get the prospect reading, the central selling
point and the promise of a benefit to the buyer should be woven together at
the beginning.

The possibilities for different forms, styles, attention-getting opening

ideas, gimmicks, and devices are limited only by your imagination. Often
you can capture the reader's attention in one of the following ways:

Persuasive Messages 305

 Arrange the first sentence as a headline—perhaps in all capitals or in
color—or as a faked address block.
Present a humorous cartoon or a striking color display such as a page
banner in color or a color item.
_DiveRSiTY11.2|
Attach a simple gadget such as a coin, stamp, or coupon.
Word Meanings
When selling products in You should be aware, however, that some tricky openings are like the bang
another country, a literal of a door—the noise gets attention, but the attention doesn't last unless the
translation may not send the person who hears it is interested in finding out why the door was banged.
right message. One famous
goof was made with Pepsi If you use an attention-getting device, be sure it leads right into the heart
Cola’s “Come Alive with of your message. For instance, you might use a cartoon that is a pictorial
Pepsi” slogan. In Taiwan the presentation of the CSP of your letter, or you might attach a stamp identi-
literal translation of that fied as “the postage needed to send for a Passport to Adventure.”
slogan was, “Pepsi brings Remember, any unusual opening should point toward the reader benefits
your ancestors back from the you stress in your letter.
grave.” How can you avoid
errors like this when advertising The following are some popular sales-letter openings with sufficient “you atti-
in other countries? tude” to capture the reader's interest—not merely attract momentary attention.

Special Feature or Discount. The effective sales letter shown in Figure 11-5
captures the reader's attention by maintaining the facilities for various types
of meetings and those for persons with special needs.

Figure 11-5
The opening of a sales letter should
attract the reader's attention.

OUR yiei| m elAce E

Mh.

>: COUP
112 Garnet Place « Los Angeles, CA 90024 + Phone 213-555-9292 + FAX 213-555-1129

June 2, <YEAR>

Make Our Place “your place!”

Our Place offers the finest accommodations for your business associates who need
Oopyright @ Glenaoe/MoGraw Hil

overnight accommodations. Our guest suites are equipped with comfortable furnishings
including a sitting area and a desk. All of our rooms are designed to be accessible to
persons with special needs. In addition, our staff is committed to making your guests feel
at home while they are living at Our Place

We also offer facilities and services for all-day meetings as well as conferences that Jast
for several days. Our Place can provide meeting rooms for groups as small as 10 or as
large as 100. We will consult with you to determine your needs. Further, we promise to
work with you to ensure that your participants are comfortable during their time with us.

For your convenience, a brochure that describes our services as well as an information
request card is enclosed. Our Place is ready to greet your business associates and host
your next conference. We look forward to hearing from you.

Sincerely,

Que Coat
Julio Cortez
Guest Coordinator

mj
Enclosures

Chapter 11
 Answer to the Reader’s Problem. Almost all successful sales-letter openings
are variations of this opening—answering a reader's problem. This natural
type of opening is usually a winner, because all of us are interested in find-
L J ing answers to our problems. In this case, the answer is always the use of the
product or service advertised.

A sales letter introducing a vacuum cleaner uses this kind of opening.

You can double your cleaning power free for 15 days with America’s
most advanced vacuum cleaner! We'll include a year’s supply of bags
plus a valuable free mystery gift! Want to revolutionize your cleaning
methods? It’s easy—with the amazing new Speedo Vacuum cleaner.

Unusual Headline, News Item, or Statement of Fact. An obvious statement,

like “Spring is just around the corner” or “School will be starting again in a
few weeks,” lacks imagination and attracts no attention or interest. On the
other hand, an unusual headline, news item, or statement of fact usually
leads the prospect to read further.

The following three openings are excerpts from successful sales letters:
Every issue in government and politics has three sides—the pro side,
the con side, and the inside. GOVERNMENT JOURNAL gives you all
sides.
ATTENTION: PEOPLE WHO HAVE SUBSTANTIAL MONIES IN SAVINGS
ACCOUNTS, CERTIFICATES OF DEPOSIT, ETC.
URGENT REMINDER: The deadline is 12:01 a.m.

The sales letter shown in Figure 11-6 on the following page taps the reader’s
imagination in the opening sentence.

Thought-Provoking Question. A question with an obvious yes or no answer,

such as “Could you use more income?” or “Do you like people to laugh at you
behind your back?” is usually boring. In contrast, a question that challenges the
reader to do some thinking is an excellent way to arouse interest in a message.
Often, a question is better than a statement because it gives the reader a share
in the idea of your message—while thinking of an answer to your question, the
Copyright © Glencoe/McGraw-Hill
Copyriant @ Glongoe/Modray Hill

reader may sell himself or herself on your idea. Naturally, the idea, the answer
to the question, involves the use of the product or service you are selling. Look
at this example:

MORE INFLATION AHEAD ...

WHAT CAN YOU DO ABOUT IT?
Notice the opening question of the letter shown in Figure 11-7 (page 309).
This letter is general enough to be set up on a computer and mailed to an
entire list of mortgagees (people who have borrowed money).

Witty Comment or an Adaptation of a Familiar Saying. A clever phrase, a

play on words, or the adaptation of a familiar saying usually gets attention. If
the interpretation suggests disagreement with an accepted idea, it may have
particular appeal. Such openings must be closely related to the central selling

Persuasive Messages 307

Figure 11-6
This sales letter captures the
reader’s imagination immedi-
ately. (Courtesy of First Financial
Planners, Inc.)

First Financial Planners, Inc.

FINANCIAL PLANNING
FURST FINANCIAL PLANNERS BUELDING / 15455 CONWAY ROAD / CHESTERFIELD, MISSOURI 65017 / (314) 537-1040
ROY M. HENRY
President ~Tirst Finan laniers, Inc
Kogistered Princ ~, Ine Novem 24, 1997
President ~ PPP Ade ices, inne ber

John Q, Smith
3210 Any Street
Some Town, ST 00000-0000

Dear Mr. Smith:

What if there existed a MAGIC BOX that, if money were placed in it, the funds would:

Accumulate free of State and Federal income tax!

Allow you to borrow from the box as though it were a

“TAX FREE BANK™

NOTES Be contractually guaranteed at litle or no cost

Raising Interest At your death, all of the untaxed assets in the box, minus any loans or withdrawals which
will reduce the death benefit, would pass to your heirs totally free of State and Federal
Remember tha income tax!

the letter presents a Guess what?

challenging question and
This Magic Box exists! Itis called life insurance--specifically variable umversal life
involves the use of the product insurance,
or service, the interest of the
I'll call you in a few days to show you some ways the Magic Box could work for you ora
reader may be raised. loved one.

Sincerely.

Roy M. Henry
Registered Principal

* There may be tax implications associated with carly surrenders and overfunding of the
life insurance.

point. Here's an illustration from a Hart Drug Corporation letter about cold
medicines:
© Glencoe/McGraw-Hill

A HART TO HEART TALK ABOUT A COLD PROPOSITION

Another example is on a letterhead in which the organization name—

Dartnell—appears as skywriting:

Skywriting soon disappears . . . but withholding tax is here to stay.

C opyright

An Anecdote, Fable, or Parable. A story opening—if the story is a good

one—usually arouses interest. A good story can be effective as a sales letter
opening if it relates to the central selling point of the letter and doesn't over-
shadow the message itself. Read the following opening from a writer who has
placed a bid to win a project:

As a youngster, did you ever toss a stone over a cliff or down a very
deep well—then wait and wait to hear it land?

Chapter 11
 Figure 11-7
Asking a thought-provoking
question challenges the reader.

SUNBURST MORTGAGE COMPANY

4000 Parkway Drive @ P.O. Box 3412 ® Raleigh, NC 10755 ® 409-555-3231

November 14, <y#aa>

Mr. Dwayne R. Sheiby

2954 Dunedin Cove
Greensboro, NC 27410

Dear Dwayne:

Taking care of yourself and your property is an important responsibility for anyone.

Would you be interested in some help?

You can be protected by an insurance policy as you protect your valued real estate with a
mortgage policy that pays whether you live or die. Athough most policies will pay off a
remaining balance if you die, Sunburst has gone one step further, Our plan works both
ways—if you dic, it’s insurance; and if you live, it’s savings.

This unusual policy may enable you to have the funds you need to pay your mortgage off
early, or it could be used to build a cash reserve fund to make your payments in case of
financial distress, You can think of several other ways you would like to use these funds.
we're sure.

Please take time now to complete and return the enclosed postage-free card. Information
will be on its Way to you as soon as we receive the card from you. You'll be glad you took
the time to make this investment in your future.

Sincerely,

ys PLP
Honk, | [ymer
Frank T, Timer, CLU

Enclosure

We tossed a stone down your well, in the form of a price quotation

on March 14, and it hasn’t landed yet.

Keep the Message Interesting and Informative

Skillfully build the interest aroused by your opening sentences—a sales let-
ter in which even one paragraph drags usually means one more letter in the
wastebasket. Your letter about your product or service succeeds when it
leads the reader to say, “I didn’t know this product or service would do that
for me. I want or need it.” The letter from Dorothy J. Robinson shown in
Figure 11-8 on the following page is a good example of a sales letter that
keeps the message interesting and informative.

Build the Message Around the Reader

The benefits the reader thinks a product or service offers will influence his or
her decision about buying. Often a prospective customer knows little or
nothing about the product or service you are offering and has no interest in
tearning about your product or service when starting to read your letter.

Persuasive Messages 309

 :
:

Figure 11-8
In this sales letter, the message is
, interesting and informative.
(Courtesy of Dorothy J.
DOROTHY J. ROBINSON
Robinson.)
Ee ———
$46 Oak Street + Danville, Illinois 61832.¢ (217) 442-3563 « Fax; (217) 442-5589 + 800-373-3019

November 25, 20__

John Q. Smith
3210 Any Street
Some Town, ST 00000-0000
asis, at

Dear Mr. Smith:

When you go to a deli to buy some sliced meat, you don’t carry it home loose in your
hand—you ask them to wrap it. If you plan to freeze some of it to use later—you double
wrap it.
eet

What about your money?

Unwrapped money is moncy in a CD or Passbook account where the gain (usually

low) is currently taxed (a 1099 form in the mail each year)
cnn: bt

Single wrapped moncy is money in an annuity, IRA, 401K, etc. where the gain
is tax deferred but eventually taxed when you take it oul, plus, if you are under
age 59 4, a 10 percent penalty is added.
te

Double wrapped moncy is money inside a life insurance Contract where the gain is
OO

tax deferred and can be accessed on a tax advantaged basis during your lifetime
At death it passes TAX FREE to your beneficiaries, minus any loans or with-
drawals, which will reduce the death bencfit.

I will call in a few days to set a time when I can show you how double wrapping your
money can be a significant advantage to you,

Sincerely,

Dorothy J. Robinson
Registered Representative

Stocks * Bonds * Options » Mutual Funds » Business and Personal Financial Planning + Life, Health, and Disability Insurance

Securities offered through FFP Securities, Inc., Member NASD & SIPC

Bring your reader into the picture by showing how he or she can enjoy your Copyright © Glencoe/McGraw-Hill
product or service in a special way or how it can save time, energy, or money.

Your sales letter will hold the reader's interest when it gives information
on how to live more comfortably or how to do a better job. Specifically, your
message may appeal to one or more of these basic desires:

To be comfortable, healthy, and attractive to others

To have attention, praise, material possessions, relaxation, and

enjoyment

To avoid pain, trouble, and criticism, or

To protect personal reputations and families

In your message, you may stress an appeal to desire—an emotional

appeal—or an appeal to reason—a rational appeal. In most cases, however,

Chapter 11
you will want to touch on both appeals since buying usually depends on NOTES
both reason and desire.
A Varied
With the exception of impulse purchases, people seldom buy something Approach
just because they have a logical reason for buying it or just because they Most successful sales
messages combine rational
want it. For example, a rational reason to buy a car is that you need it for
appeals (appeals to reason)
transportation, but you make decisions about style, color, and other fea- and emotional appeals (appeals
tures based on what you like. to desire).

One benefit of your product or service usually appeals most forcefully to

a targeted group of prospects. Make this benefit the central selling point of
a letter to that group. As you develop this leading appeal, back it up with a
discussion of other benefits that may also appeal to these prospects.

Suppose you are selling shoes, for example. Although your CSP may be
your product's durability, you would also certainly want to mention such fea-
tures as good fit and comfort. In another letter your CSP may be style. In that
letter, while stressing that the shoes are stylish, you might also point out that
they fit well, are comfortable, and keep their fine appearance with continued
wear. In every sales letter, develop the appeal from the reader's viewpoint.

Use Accurate Information and Show Sincere Interest in

the Reader
Concentrate on facts, not on opinions or exaggeration. Misinformation in a
sales letter is unethical and can endanger the success of your message. Your
reader may be fooled by misrepresentation and may believe you once—but
certainly not twice. Remember that most organizations depend on repeat
sales for their profits.

Being sincere in selling includes having confidence that the service you
offer will be useful, practical, and economical for the buyer. Your sales mes-
sage will not reflect sincere interest in the reader unless you believe that
when you make a sale, you make a friend. Remember that making friends—
developing trust—is the key to making repeat sales.

Convince Your Reader That the Time to Respond Is Now

Imagine yourself talking with, instead of writing to, your prospective buyer.
Think of the reasons the prospect might give for not buying or for waiting
until later to decide to buy. Then answer those objections in your letter
before the reader has a chance to think of them.
At times the reader may object or hesitate because he or she cannot
accept all the claims you have made for your product. You must therefore
present evidence to back up your statements. The following are three kinds NOTES
of evidence often used to back up sales claims effectively. One Move
Ahead
Vivid Description of the Product’s or Service's Use. Why does the reader Anticipate the prospective
need your product or service? To answer this question, take a problem-solv- buyer’s reasons for not buying
and answer those objections
ing approach. First, you must identify a problem that the reader has. Then,
before the buyer refers to them
in your letter, present your product or service as a solution to that problem.

Persuasive Messages 311

 Refund Tactic. A classmate buys a laptop computer with a money-
back guarantee. This person uses the computer to write two term
papers for his classes and then returns the computer to the store
to get a refund. Is this legal? Is this ethical? &

Sample, Trial Use, or Money-Back Guarantee. Sometimes you can provide

tangible evidence—a free sample or a trial use of your product or service—
so that your reader can personally test your claims. Another way to convince
the reader that all you say about your product is true is to offer a money-back
guarantee. Or you may suggest that no payment is necessary unless or until
the customer is satisfied that your product lives up to the sales promises.
Notice how well the writer of the following excerpt from a sales letter under-
stands the importance of evidence:

Perhaps you are skeptical. It’s natural for you to want proof about a
sales claim. | want to prove mine by having you try the SAFEGUARD
system in your own home without me around to put on any pres-
sure. In short, you be the judge. Either the SAFEGUARD system is
good—and will work well—or you return it at no cost to you.
You don’t need to make up your mind now. Just mail the enclosed
postpaid card. In a few days the SAFEGUARD system will be there
for you to try.

Performance Facts and Endorsements by Users. Facts based on actual

experiences with a product or service or testimonials from current cus-
tomers offer strong sales support. Both performance facts and testimonials,
including authentic endorsements, are sometimes included in sales letters.
More often, though, survey and test results, as well as authentic endorse-
ments, are used in brochures or other literature enclosed with a sales letter.

If your reader puts off a decision to buy until later, his or her enthusiasm
for your product may cool. To avoid this and encourage an early decision,
sales offers may present incentives such as a reduced price or added product
or service features. For example, suppose you are trying to persuade a reader
to buy an air conditioner in January. The prospective customer may ask,
ae

Why should | buy now—why not wait until summer?

| just don’t have that much money to spend right now.

Your sales letter wouldn't mention these objections, of course, but it could
anticipate them. You might want to offer incentives such as the following:

* Areduced January sale price, which will go back to the regular price
in February

* A storage plan, by which you keep the air conditioner until the cus-
tomer requests delivery and installation

e Extended credit arrangements, with the first payment delayed until

April 1

312 Chapter 17
Avoid High-Pressure Selling
Never try to force the reader to buy—most people resent being ordered NOTES
around. Don’t even tell the reader he or she needs what you are selling. No Bullying
Instead, you will usually get better results by telling what your product or Never try to for
service can do and then leaving the decision to buy to the reader. Be sure to the reader to buy.
avoid exaggerated comparisons between your product or service and your
competition's product or service.

Introduce the Reader to the Enclosure

If you send a brochure or other enclosure with your sales letter—and you will
usually want to do this—you can make the enclosure an integral part of your
sales message if you keep two ideas in mind:

e First, refer to any enclosures only after you have provided enough
information to interest the reader. Make the reader want to finish
reading your letter before making a decision about buying.

¢ Second, refer to an enclosure by suggesting that the reader observe

something interesting about it or by offering the reader a specific
course of action. The sentence “I have attached a reply card” sparks
no interest and prompts no action on the reader's part. In contrast,
the reader is drawn to action by these directions: “All you have to do
is check your choices on the enclosed postpaid reservation certifi-
cate, fold, seal, and drop it in the mail.”

Talk About Price at the Best Psychological Moment

Naturally, somewhere in your letter you must talk about the cost of the item you
are selling. Few people will decide to buy a product before they know its cost. If
you think the reader will consider your product a bargain at its price, then stress
the price—as good news—by mentioning it near the beginning of your letter. In
this case, price may even be the central selling point headlined in your opening
sentences. On the other hand, if you think your price may seem high to the
reader, present it toward the end of your letter—make the reader want your
product before he or she knows the cost. Also, make the cost seem less by show-
ing how much the reader will be getting for the money. Notice how cost is linked
to benefits in this excerpt from the next-to-last paragraph-of a sales letter:

Teachers and parents have discovered the tremendous value of Nature

Magazine in educating youngsters through the mystery and fun found
only in this fantastic nature-oriented magazine. It’s filled with great
pictures and true stories about children around the world, science and
adventure, games and puzzles—everything a child loves. A gift sub-
scription for a full year (12 issues) of Nature Magazine is only $18.

Here's another excerpt showing the same technique:

Cook with this 21-piece set for 15 days. Fry with it . . . braise with it
. . . boil with it. Try your old favorites and take a stab at something new.
You‘re under no obligation. But if you’re as delighted as I’m sure you
will be. . . keep it—for just $12.95 a month for the next 12 months.

Persuasive Messages 313

 NOTES Close With a Request for Action
Closing Call The closing paragraph of your letter is often the key to getting the reader to
act. The closing paragraph should tell him or her exactly what to do—with-
he

of your sales letter is often the out specific, easy-to-follow directions, the reader may only think about buy-
key to getting the reader to act. ing your product or service. Be positive when you request action—assume
the reader wants to do as you ask. The following are examples of positive,
specific requests for action:

,
e Ask the reader to fill out and send in the enclosed order form.

e Ask the reader to come into the store for a demonstration session—
tell where and when the session will take place and what it will
include.

e Ask the reader to invite a representative to call, and give the repre-
sentative's name, phone number, and office hours.

Whenever you can, point out a reason for acting at once. Remember that the
longer the reader waits before acting on your suggestion, the less likely he or
she will be to act at all. Even when the reader is interested in your product
and wants to buy, a little push for action from you is usually needed. Your
closing paragraph can provide this push with a three-way call for action—in
closing, tell the reader all of the following:

¢ What to do

¢ How to do it (make it easy)

« Why it should be done promptly

Notice how the italicized words in these closing paragraphs from an effective
sales promotion letter demonstrate the three-way call for action.

Take just a moment to jot your name on the enclosed postpaid order
card, drop it into a convenient mailbox, and we'll see that your E-Z Go
pullcart is on the way in less than a week.
If you send a check or money order, we'll pay all/express charges. Or,
if you prefer, we'll send the pullcart COD. Just check the appropriate
box on the order card.
With an E-Z Go pullcart, your next round of golf will be the easiest and
most enjoyable you have ever played!

Short closing paragraphs often combine the three elements of a call for
action in one or two sentences:

There’s no need to bother with a check at this time—I’ll be glad to

bill you later-—but do avoid missing a single exciting issue of LEISURE
to TRAVEL by returning the postpaid card today.
io rhirie “0 Look at the Superior Mobile Communications sales letter shown in Figure
Activity 11-5 11-9. This letter doesn’t use a high-pressure sales approach, but it does as&
To test your skills, for action in its last paragraph.

314 Chapter 39
 Figure 11-9
Closing with a request for action
gioB WOBILE COMMUNICA y, prompts the reader to respond.
surt swesterville, OH 43081 * 614-555-5536 Oay
yo Senter nae

October 8, <YEAR>

Mr. Charles H. Gold

936 Lane Road
Columbus, OH 43230

Dear Mr. Gold:

Since business demands a great deal of you--making your time very limited and your
decisions critical--when you need answers. you need them NOW,

Superior Mobile Communications understands your need for fast responses. We can help
you pul the resources you need within fingertip reach anywhere you travel. How? Through
car telephone service you can maintain constant contact with your office and important
clients. You can make those necessary decisions and meet those crucial deadlines from the
convenience of your own car.

Literally thousands of busy executives, just like you, are using car telephone service every
day to improve their business by converting wasted travel time into productive travel time

Give me a call at 614-555-5536, or complete and retum the enclosed reply card. I'll be
happy to answer any questions you may have and to provide you with a personal
demonstration on the cost savings of a car telephone.

Don’t let another day go by, Call today and stay in touch tomorrow.

Sincerely,

SUPERIOR MOBILE COMMUNICATIONS

Pikes
Pe, Meawittins
Paula R. Martin
Persona] Communications Representative
Mobile Telephone Sales

dms
Enctosure

Checkpoint 11.2
Hill
Hopyright © Glangoe/MoGraw:

1. Identify one advantage and one disadvantage of sending indirect

sales letters.
2. For you, what would be the most challenging and the easiest part
of writing a sales letter?
3. In your opinion, why is high-pressure selling usually not effective?

Writing Sales Letters to Dealers

Before you prepare a sales promotion letter for a prospective customer, ask
yourself, “How will this customer benefit from the product or service I’m
selling?” Then plan your letter around the answer: your product will help

Persuasive Messages 315

 your reader have more fun, do a better job and do it more quickly and easily,
or to save money.
When the prospective customer is a dealer (an authorized sales agent), you
should ask the same question. The answers—the benefit to the reader—will
be different, however. Dealers are interested in products and services that will
help them play their own role (to sell the products to consumers) better and
will increase their profits and decrease their expenses. You will, therefore,
need to use a somewhat different sales approach in your letters to dealers.

You can stress two important benefits in your sales letters to dealers:
turnover and markup.

Emphasize a Quick Turnover

Naturally, a retailer is more interested in how much product can be sold ina
short time than in any other fact about the product. No matter how much
potential profit can be made on an item, as long as it sits on the shelf, it earns
no profit for the dealer. Letters to dealers should therefore stress how fast a
product will sell—how fast it will “turn over”—and give facts to prove its popu-
larity with the dealer's customers.

Stress a Profitable Dealer Markup

After salability, the dealer's next interest is markup, the difference between
the price the dealer pays for the product and the price at which it is sold.
(This difference is not the profit; other selling expenses must be deducted
before the dealer makes any profit. Turnover and markup, however, are
important factors in determining the profit.) Your sales letter should con-
vince the dealer that the difference between buying price and selling price is
large enough to ensure a worthwhile profit.

The opening paragraph in letters to dealers usually captures attention and

arouses interest if it tells what a product or service can do for the reader. A
successful opening may be a direct comment about the salability of a
product and the markup on the product, as is the following:

A quick sale and a 60 percent markup are yours

© Glencoe/McoGraw-Hill

When a customer spots

EASY-BOY DELUXE RECLINERS
On your showroom floor!

When you are writing a sales letter to a dealer, make sure to adapt your whole
letter to the dealer. Talk about customers’ use of your product and the fea-
tures they will like. Talk about prices and the advantages of buying in quan-
Gopyright

tity. Also, stress the ways in which you (the manufacturer and/or distributor)
can help the dealer increase the sale of your products. The following are
examples of aids you might offer to the dealer for this purpose:

¢ National advertising, which will bring customers into the dealer's

store asking for the advertised product or service

° Copy for the dealer’s newspaper advertising

316 Chapter 11
 Figure 11-10
This promotional letter informs
the receiver of a promotional
package.

1192 South College Street

Ann Arbor, Ml 48104
313-555-4831
February 25, <yeax>

Mr. Anthony DeLourdes

102 Vaughn Street
Ann Arbor, MI 48104

Dear Mr. DeLourdes:

How do your customers react to the words “FREE” and “WIN”? The TREASURE CHEST
(shown in detail in the enclosed brochure) will appeal to passersby because you offer them
the opportunity to WIN it! All the prospective customer has to do is complete an entry
form with name and address and drop the form into a box!

In one package, you get everything you need for a successful promotion: the TREASURE
CHEST containing prizes for the whole family, a giant colorful window poster, 1000 entry
forms, and an entry box

The cost? Only $49.95 each! The result? The TREASURE CHEST will bring shoppers
inside your doors!

Teke a moment to fill in the postpaid order card and drop it into the mail. Your
TREASURE CHEST will be shipped the day after we receive your order. If you're not
completely satisfied, just return the package within 10 days, and you will owe nothing.

If you enclose your check with your order, we'll prepay all freight charges.

Sincerely,

Onde Rorkinw
Andre Perkins
Senior Marketing Manager

Enclosures

¢ Store display materials and suggestions

¢ Envelope stuffers (flyers), posters, catalogs, and other publicity items

A variation of the dealer sales letter is seen in.the letter about a promotional
package offered by Promotions Unlimited (Figure 11-10).
Hill
Copyright © Glenooe/MeGrawelill

Copyright © Glencoe/MeGraw

Replies to Inquiries as Sales Letters NOTES

Every inquiry you receive about your products or services is important Sales Invited
because it opens a door for your sales message. Sales promotion letters writ- Sales promotio
ten to answer these requests for information are often called invited, or letters written to answer
requests for information
solicited, sales letters.
are called invited, or solicited,
The big difference between invited sales letters and other sales promo- sales letters.
tion letters is that you start invited sales letters with a direct answer to a
question asked in an inquiry. You do not need the attention-getting openers
used in sales promotion letters because you already have your reader's
interest—the reader is interested in the answers to his or her questions. You
can best hold that interest by answering all questions—direct and
implied—completely and promptly.

Persuasive Messages 317

Figure 11-11
This sales cover letter invites the
reader to make an appointment.
| SCCURITY IC.
1719 Elvis Presley Road + Robinson, MS 38664 + 901-555-1300

June 19_ <yPaR>

Mr. David Hearst

3801 Priscilla Road
Memphis, TN 38119-7229

Dear Mr, Hearst:

The FBI Uniform Crime Report states that 85 percent of home burglaries are performed by
amateurs. These unskilled amateurs are in the home an a ge of4 to 7 minutes because
they know it takes the police an uverage of 13 minutes to respond to an alarm.

They literally run through your home looking for anything of value, anything that can be
sold casily. They know they don’t have the time to spend looking for things that are not
readily accessible to them because the police are going to be there in a few minutes, Let
me emphasize that this all takes place whether there is un existing alarm system or not

No one can do anything to completely stop the professional. But Home Security, Inc. has
come up With a way to cost him or her a fot of time and trouble and to virtually climinate
the theft of your valuables by the amateur.

As illustrated in the enclosed brochure. the product you need is a safe—custom-built to

specifications, completely fireproof and completely hidden somewhere in the home,
office, or car. The safe includes a specially designed double-entry system and is placed ina
location easy for the owner fo get to but completely hidden from anyone else. We have just
eliminated 85 percent of the burglars.

Our concept ts quite simple: “If they can’t find it, they can’t steal 1,” We can proudly say
that for more than ten years in business, not one of our sates has ever been found

We look forward to talking with you about incorporating this convenient system in your
home, | will call you next week 10 set up an appointment.

Sincerely,

Emald,
2. dncbererr
Ronald E, Anderson
Account Manager

lac
Enclosure

In invited sales letters you should, of course, stress the advantages to the
reader of using your product or service. You should also close with the
three-way call for action, which tells your reader (1) what to do, (2) how to
do it (make it easy), and (3) why it should be done promptly.
be

For help in writing a sales letter in reply to an inquiry, refer to Chapter 9.

“Messages for Inquiries and Requests.”

Cover Letters as Sales Letters

Cover letters often succeed as sales messages and may be as effective for that
purpose as answers to inquiries or as uninvited cold-turkey sales letters. Look
at the Home Security letter shown in Figure 11-11, which illustrates this type of
letter. For a review of cover letters, reread “Cover Letters” in Chapter 9.

318 Chapter TF
 Writing a Sales Letter Series
A series of sales promotion letters may be sent to prospective buyers when

| the seller feels that one letter won’t accomplish the job of selling the product
or service. The two most common kinds of sales letter series are the wear-out
series and the campaign series.

Wear-Out Series
In the wear-out series, a number of sales letters are prepared. Each is com-
plete in itself and independent of any other letters or advertising plans. The
first letter is sent to a selected list of prospects. Then other letters are sent at NOTES
intervals to each prospect. The series continues for as long as the seller Wear Them Out
believes the prospect may still be in the market. Every letter in the series tries The wear-out 5
to get an order. This type of letter series is used chiefly for selling inexpensive of sales letters is used
primarily for inexpensive
merchandise. An example might be a series of letters to sell scale model
merchandise.
antique cars.

Campaign Series
In the campaign sales series, a number of sales letters are prepared. Each one
builds on the preceding one. As you plan these letters, decide on the number
of letters to be sent and the intervals—often 10 to 15 days—at which they will
be sent. Plan to send a complete series of letters to each prospect; ordinarily,
you would not expect an order from your prospect until all the letters had
been received. Frequently, this direct mail advertising is coordinated with
newspaper, magazine, radio, and TV publicity. This type of letter series is
used primarily for selling expensive merchandise. An example might be a
very expensive luxury car.

CHAPTER 11 SUMMARY

In persuasive messages you are selling your ideas as well as your organiza-
tion's image and goodwill. The four types of persuasive messages discussed
Hill

in this chapter are letters to public officials, letters to the media, persuasive
Hill
Gopyright @ Glenooe/MoGraw>

requests, and sales messages. Either the direct approach or the persuasive
Copyright © Glaneoe/MeGraw-

approach (depending on your topic) may be used in the letters to public offi-
cials and letters to the media. Remember, in the direct approach, start with
your request and follow with your reasons, explanations, and selling points;
in the persuasive approach, wait until the end of your message to ask for the
action you want. The persuasive approach is also used for persuasive
requests asking for donations, cooperation, gifts, or favors, and for sales let-
ters written to sell a product or service. The persuasive approach usually
uses the AIDA formula—attention, interest, desire, and action.

Take a moment to review the chapter before you complete the exercises
in the following Worksheets. You may also want to complete the following
Online Exercises if you have access to the Internet.

Persuasive Messages 319

 LEERY ERY TS

peeeeeeenan
..

GE ia
APPLICATIONS Constructive Criticism
When you make a mistake and dont realize it, you probably want someone to set
you straight. You may not enjoy having your efforts criticized, but, at the same time,
you can’t learn from your mistakes if you are not aware of them. Criticism, then, is
an unpleasant but sometimes necessary tool. Constructive criticism is the only
kind of criticism that is acceptable in the workplace. It focuses solely on the error,
not on the person who made it. The point of constructive criticism is to offer sug-
gestions that a worker can use to improve his or her performance.

Critical Guidelines
If you offer constructive criticism to a coworker, the following steps can help:

¢ Meet with the person in private, and then point out the person’s error.
Focus only on the error. Example: “Nina, I noticed that you have not
been signing out when you leave the office.”
Explain your concern about the error. If you mention your feelings, be
sure to focus on the error as the cause, not the person. “The staff and I
are often frustrated because we waste time hunting for you.”
Suggest a specific change or correction. “Why don’t you make sure you
walk by the sign-out board on your way out?”
Assure the person of his or her value before ending the conversation.
“Your input is important. That’s why we need to know where you are
throughout the day.”
Always be polite and professional when giving criticism. Also, be prompt.
Don't wait until your coworker’s error becomes a chronic habit. If you are on
the receiving end of constructive criticism, stay calm, be positive, and, if nec-
essary, apologize. Try to see the problem from your coworker’s point of view.

J inking Situation: A coworker has vol-

unteered to key in and distribute
Critically notes from the weekly meeting.
~~
Twice this month he has not
delivered the notes before the
next meeting. Without the notes, time is wasted as people discuss
items that have already been resolved in previous meetings.

Ask Yourself: How would you offer constructive criticism to

your coworker? What suggestion would you make?
66 The first order of busi- rders are the lifeblood of any organization. Without orders for its products
ness is an order; without and/or services, a business organization cannot survive, but getting the
an order, there is no orders is only half the battle. Receiving payment is just as important in keeping
business. 99 an organization in business. In this chapter we will discuss messages that deal
—Unknown with placing orders (by both traditional and electronic methods), writing order
letters, acknowledging orders, buying on credit, and collecting payments.

ENDING ORDER MESSAGES

With today’s technology, there are many convenient ways (both oral and
written) for customers to order products and services. These include com-
pleting and mailing or faxing purchase order forms, placing orders by phone
or fax, and ordering via the Internet.

Mail-Order Forms
Some organizations sell their merchandise only through mail-order cata-
logs. Many other companies also market their products through catalogs.
Mail-order companies include order forms with their catalogs for the fol-

Phiiggap 12.1 lowing reasons:

¢ They help the buyer give complete order information.

Discuss: Why can't private
shipping companies or carriers e They are faster and easier to read than order letters.
such as Airborne, UPS, etc.,
deliver to a post office box? e They are convenient for both the buyer and the seller.

When you are completing an order form, remember that only the United
States Postal Service can deliver to a post office box number—all other ship-
ping companies (FedEx, Airborne, UPS, etc.) require a street address. Mail
orders usually include an additional charge for shipping and handling,
which is paid by the buyer. In addition, some organizations are required to
charge sales tax. Sales tax rates vary from state to state. Copyright © Glencoe/MeGraw-bill

Sometimes you may want to send an order by mail, but no order form is
available, or you need to include explanations that will not fit on the order
form. In this case, you will need to write an order letter.

Order Letters
Order letters are easy to write because (1) capturing the attention and inter-
est of your reader is no problem (your letter is bringing business), and (2) no
convincing or persuading the reader is necessary. All you have to do is write
a letter that can be read quickly and that makes it easy for the reader to fill
your order. If you write clearly enough to let the recipient know exactly what
you want and make satisfactory plans to pay for it, you'll get a response.

328 Chapter 12
 When you write an order letter, you should use the direct approach. For
clarity, an order letter should contain the same information that an order NOTES
form does. You should give every order letter the who, what, where, when, Writing Orders
why, and how test to be certain it will accomplish its intended purpose. The
An order letter
following are five guidelines for writing effective order letters. should include the same
information that you find on an
order form. Apply the who, what,
Write Orders, Not Just Hints where, when, why, and how test
Legally, an order letter is the “offer” portion of a contract. The “acceptance” to order letters.
portion of the contract is completed when the seller sends an acknowledg-
ment or sends the merchandise. When writing orders, be sure to use specific
and direct openings such as “Please send me...” or “Please ship .. .” rather
than vague phrases such as “I’ve been thinking about . . . ,” “I’m interested
in.....,” or “I'd like to......:."

Give a Complete Description of Each item

Include the following information in your order letter:

e Name of product

* Catalog (or model or stock) number

* Description of product, including the following, if appropriate:
1. color
2: size
3. material
4. grade or quality
5. pattern
6. finish, and
7. any other details available

¢ Unit price

* Quantity

¢ Total price for desired quantity

¢ Any other related information that would help identify the exact
© Glonooe/MeGrawil

product you are ordering, such as where the product was advertised

Give the Order Information in a Clear Format

To make your letter easy to read, do either of the following:

* Write one, single-spaced paragraph for each item you are ordering,
and separate the paragraphs with double spacing.
Convey

* Arrange your order in a table format similar to that of an order blank.

PO

When you are giving several sets of items, quantities, and prices, you will
find that using a table format makes your message clearer than writing the
information in sentences.

Order, Credit, and Collection Messages 329

 Tell How You Will Pay for the Order
Indicate which of the following forms of payment you will use:

* Personal or company check

¢ Cash on delivery (c.o.d.)

° Money order

¢ Credit card

If you want your order to be charged to a credit card, give the name of the
credit card, the credit card number, and the expiration date printed on the
card. Also, if the printed name on the credit card differs from the signature
and keyed name on the order letter, be sure to include the exact name of the
cardholder. Remember to add any applicable shipping charges and sales tax
to the total cost of your order. (See Figure 12-1.)

Tell Where and When You Want the Merchandise Shipped

In your order letter, specify a shipping address, or ask to have the merchandise
sent to your return address found at the top of the letter or below your keyed
name. Also, if you need the order by a certain date, be sure to include that date
in your order letter. Ifyou have a preference regarding the method of shipment,
you will need to specify that. Otherwise, the seller will choose the shipping

Figure 12-1
This is a well-written letter that
follows the five guidelines for 132 Voorhees Street
order letters. Harrogate, TN 37752
—_ == 1-800-555-9756

— aS =
—==an Fax 1-800-555-9756
om e-mail: accurate [email protected]

February 25, <vear>

Compudata Corp.
1557 S. Grove Highway
LaPlume, PA 18440

Ladies and Gentlemen:

=
Please send me the following. as advertised in your Fall/Winter cutalog on page 39, i

)
23.75

163
$7.00
170.65

Enclosed is my Check 1226 for $170.65. Please ship the software to the address in the
letterhead. We would appreciate receiving the software by March 7.

Sincerely,
D SiypAs
Canck Wikhie,
Carol Willis
Office Manager

bs
Enclosure

330 Chapter #
 method and will send the merchandise when it is convenient. This may be a
problem for you if, for example, you need the merchandise in a hurry. In that NOTES /[
be
case, you may be willing to pay the extra cost for overnight delivery. Free on Board
Merchandise is shipped either FOB destination or FOB shipping point. Merchandise 15
shipped FOB destination
(FOB stands for “free on board.”) If merchandise is shipped FOB shipping
(seller pays shipping charges) or
point, the buyer pays shipping charges over and above the cost of the mer- FOB shipping point (buyer pays
chandise. If merchandise is shipped FOB destination, the seller pays the shipping charges).
shipping charges, and those charges are included in the price of the mer-
chandise. For example, if merchandise is shipped FOB Chicago, the seller
pays the shipping charges to Chicago, and the buyer pays the shipping
charges from Chicago to the destination.

Phone and Fax Orders

Radio, television, newspapers, magazines, and newsletters all carry ads to
sell products and services. These advertisements often give a phone or fax
number (usually toll-free) you can use for ordering. One advantage of order-
ing this way is that it enables you to find out immediately if the product you
want is in stock or if it can be back-ordered. You can also get the approximate
date of delivery.

When ordering by telephone or fax, you should give the same informa-
tion you give in a written order letter. Be cautious, however, when giving
your credit card number over the phone for payment—make sure that
someone does not overhear you and later use your credit card for unautho-
rized expenditures. A good rule of thumb is this—if you initiate the call, it is
usually safe to give your credit card number for payment. If someone calls
you (a telemarketer) to sell a product or service, then you should be more
cautious about giving out your credit card number. Goto__
Make notes about your phone order, including the date and time you
called as well as the name of the person with whom you spoke. In other
BA O
Activity 12-1
words, you can create your own written record of the order. To test your skills.

Internet Orders
Hill

Copyright © Glencoe/McGraw-Hill

Online shopping is in its infancy, but it is growing fast. Many products and
© opyright © Glenooe/MeGraw-

services can now be purchased from Web sites on the Internet. You can click
through products on a shopping Web site just as you would flip through the
pages of a catalog. Select the product(s) you wish to order, key in your credit
card number and shipping information, and click to send your order to the
company offering the item for sale.

The main concern consumers have about online shopping is the fear of
sending credit card information over the Internet. Because of this concern,
-€ internet
many shopping sites on the Web automatically encrypt all of the personal infor-
Virtual Bookshelves
mation of the buyer as well as the buyer's credit card information. Encrypting
Go to amazon.com and look at
the information means it is scrambled and can't be read as it travels over the the information on some of the
Internet. Once the buyer's order and payment information arrives at its desti- millions of book titles listed.
nation, it is locked into a computer that has no connection to the Internet. Verify the ordering instructions.

Order, Credit, and Collection Messages 331

 To counteract consumers’ fear, credit card companies are using a system
called Secure Electronic Transactions (SET). This system was jointly devel-
oped by MasterCard and Visa for transmitting credit information over pub-
lic networks. SET assures consumers that the seller's payment procedure
has been tested for security. This is usually indicated by the appearance of
a lock symbol on the bottom of the screen.

Hidden Charges. An ad offers antique coins for sale for $59 each.
Nothing is said about any other costs. You order a coin, and when

&ETHICAL a
the invoice arrives, it includes a shipping fee of $10 and a handling
fee of $15. The postage on the small box is $3. Even if this is
i legal, is it ethical? What would your response be?

ACKNOWLEDGING ORDER MESSAGES

Legally, an acknowledgment message completes the contract of a sale; but

for the seller, its major purpose is to encourage future orders. Although some
NOTES ?- organizations take orders for granted and think acknowledgments are
Prompt unnecessary, you should remember that orders may not be routine for the
Response & buyer. A letter acknowledging an order can actually be an excellent opportu-
Acknowledging nity to resell your product and your organization. The acknowledgment
an order is an
opportunity to resell should be sent promptly to take advantage of the opportunity to resell your
your product and your organiza- organization and its products.
tion as well as encourage future
orders. Acknowledgments
should be sent promptly. Form Replies to Orders
Types of order acknowledgment used by businesses include the following:
postal cards, acknowledgment forms, duplicate invoices, or form letters.

Postal Cards
Postal cards with “filled-in” or “merged” information are particularly © Glencoe/MeGraw-Hill

favored by large organizations doing business with customers by mail,

such as catalog houses and large department stores. Some of these firms
send cards printed with general acknowledgments, but most firms use
preprinted cards that provide space for filling in details about a specific
order and the expected date of shipment. (See Figure 12-2.) Sending these
acknowledgment cards is especially important when the merchandise is
being shipped to someone other than the buyer.
Gopyright

Acknowledgment Forms
Acknowledgment forms are usually set up like a form letter with several dif-
ferent items and a box in front of each. The sender simply puts a check mark
in front of the items that apply to the particular order.

Chapter 12
 Figure 12-2
Many businesses use acknowl-
Deutsch |i tute edgment cards that can be filled
in and mailed quickly.

Dear Customer:

Thigggp 12.2
Thank you for your order for:

10 Tallman White Dress Shirts Discuss: If you order a gift box

Size 16 x 34, Style A of cheese and jelly to be sent to
a friend as a gift, why is it impor-
Your order is scheduled to be shipped on: tant for the seller to send you an
acknowledgment card?

Tuesday, September 23, <yEAR>

Duplicate Invoices
When an order is processed, the seller must prepare an invoice or a bill. At
that time, an extra copy of the invoice can be made and marked as an
“Acknowledgment—This Is Not an Invoice,” or something similar. The
acknowledgment copy can then be sent to the customer immediately.
When the customer receives it, he or she will know that the seller is pro-
cessing the order. The customer also knows the final cost and the payment
terms. Often the shipping date is shown, too. Remember that a duplicate
invoice is the least effective method of acknowledgment because many
customers resent receiving a copy of the bill before receiving the merchan-
dise they ordered.

Form Letters Thing 12.3

Individual letters do the best job of building goodwill. With the technology Discuss: What is the
available today and the ease of personalizing letters, individual acknowledg- advantage of sending an
acknowledgment form with the
ment letters are becoming economically feasible. We will discuss the content
appropriate items checked over
and outline for letters like these later in this chapter. an individually written acknowl-
Hill

Copyright © Glencoe/MeGraw- Hill

Copyright © Glenooe/MoGraw-

edqment letter?
Form replies to acknowledge orders should reflect the same care in
preparation that your organization gives to filling an order. Sending an
unprofessional-looking card or letter may give a customer the impression
that you will also be sloppy in processing his or her order. Or a cold, formal
acknowledgment may make a customer see your organization as cold, for-
mal, and uncaring.
You can use form acknowledgments successfully if you remember that
no matter how many orders you get each day, each order is important to the
customer who sent it. The form letters you use to acknowledge orders
should be revised and updated periodically so your frequent customers will
not feel as if they are being taken for granted.

Order, Credit, and Collection Messages 333

 Situations Requiring Acknowledgments
An acknowledgment is a must in the following situations:

Customers’ First Orders

Never miss the opportunity to make your first impression on a customer a
positive one. You want to welcome the customer and encourage him or her
to buy from you again.

Incomplete or Unclear Orders

When information is missing in an order, it is important to get the missing
information so that you can fill the order. When asking for this information
do not criticize your customer. Don’t tell them they forgot something—just
ask for the information you need, and encourage a quick response by enclos-
ing a reply envelope.

Unusually Large Orders

When you receive a large order, you can build goodwill for future business by
letting your customer know that you noticed and appreciated it.

Orders for Discontinued Items

When you receive an order for a discontinued item, you have a real oppor-
tunity for selling when you suggest an alternate product. You may do this by
sending a form message to the customer with printed information about the
substitute item. Look at the form acknowledgment shown in Figure 12-3.
The form is part of the wraparound (printed material that is folded and fas-
tened around an enclosure) used to hold the enclosed information about the
substitute item. The back page of this form is the order blank.

Orders Requiring a Delay in Shipment

Occasionally an item will be out of stock; therefore, it must be back-ordered
and shipped later. You can help keep the customer's goodwill by informing
him or her when shipment can be expected.

Figure 12-3
Copyright © Glencoe/McGraw-Hill

This message form gives impor-

tant information to customers.
tice) brothers
THANK YOU FOR YOUR ORDER...

We have something similar to what you ordered—a

flyer with a picture and description of it are enclosed.

For your convenience, an order form and postpaid

return envelope are enclosed.

Remember Deutsch Brothers’ money-back guarantee

ensures your complete satisfaction.

334 Chapter 12
 Orders for Products Sold Only Through Dealers
Although it may be your policy to sell your products only through dealers, it
TiigCap 12.4
is never a good idea to use the phrase it is our policy—a customer may expect Discuss: Why would some
organizations sell their products
you to change your policy. Instead, explain what your policy is. If you must,
only through dealers? Can you
say “it is our practice’—that phrase isn't quite as strong. name an organization that
does this?
Orders From Customers With Poor Credit
Sometimes an order must be refused because of the unsatisfactory condi-
tion of the account ofa customer buying on credit. Discussing the details of
the customer's credit history will only make the customer defensive. In
these cases, try to find an alternative payment method for the customer. For
example, you might offer to send the order COD or ask the customer to send
50 percent of the payment before you ship the merchandise.

ORDER ACKNOWLEDGMENT LETTERS

Each situation in the previous section will require either a routine acknowl-
edgment letter, a special acknowledgment letter, or an acknowledgment
refusing an order. These types of acknowledgments are discussed next.

Routine Acknowledgments
A routine acknowledgment should be sent when a complete and accurate
shipment can be made, When you write a routine acknowledgment, use the
direct or good-news approach, and follow the guidelines as you reply to:

« A customer's first order

e An unusually large order

Tdiingap 12.5
‘11. Start With the Good News. Tell when and how the merchandise
will be shipped. Assure the customer that you are handling the
order promptly and efficiently, but be careful not to promise that Discuss: Why should you
the goods will be delivered on a specific date. Usually it is safer to
UOPYNGNT W WHENGoe/MOWraWent

avoid promising that the goods

© Glencoe/McGraw-Hill

tell the customer when the merchandise was shipped. will be delivered on a specific
date?
2. Repeat the Essential Details of the Order. In your acknowledg-
ment, repeat the essential details of the order including the date of
the order, order number, product name(s), quantity, size (if applic-
able), cost, and any other applicable information. Remember that
it is much easier to read information in a list form than in para-
Copyright

graph form.

3. Build Goodwill. To build goodwill, thank your customer for the

order. Emphasize your service attitude by stressing how your prod-
uct or service can help him or her and by using a sincere and
friendly tone. To be sure your letter projects the best image of you
and your organization, make it look professional.

Order, Credit, and Collection Messages 335

 4. Resell Your Product and Your Organization. Reassure the reader
about the quality of your merchandise (including any guarantee or
warranty) and the reliability of your organization. Show genuine

goto interest in the customer and a desire to serve. Avoid using self-cen-
tered phrases such as “Our product ...,” “We also make ...,” and
DOM wp “We'd also like to sell you... .” Instead, use the “you attitude,” and
Activity 12-2 be specific about the advantages of your merchandise and your
To test your skills. service. Also, tell the customer that you are looking forward to
future orders.

Special Acknowledgments
Tiida Cap 12.6 A special acknowledgment should be sent when you cannot fill an order ina
timely manner. An acknowledgment letter for bad-news situations like these
Discuss: Indicate which is a should use an indirect plan and should be sent in reply to the following:
better opening: “Thank you for
your order for... .” or “We have * An incomplete or unclear order
received your order for... .”
¢ Orders for discontinued items
Why?
¢ Orders requiring a delay in shipment

In these messages, place the emphasis on what you can do rather than what
you can't do. Whether you are speaking or writing, avoid negative words such
as can't, delay, unable, won't, failed, forgot, error,and mistake. Use the follow-
ing plan for writing special acknowledgments:

1. Thank the customer for the order. Indicate your appreciation for
the order, or, if appropriate, say something favorable about the
merchandise.

2. Repeat the essential details of the order. List the essential details
of the item(s) ordered. (See the list under “Routine
NOTES Acknowledgments” on page 335.)

Keep It Positive 3. Address the problem. Specify what information you need to com-
In a bad-news plete the order (remember to avoid emphasizing the customer's
message, keep the emphasis error), state the reason for a delayed shipment, or suggest an alter-
on what you can do rather than
nate product if a requested one is unavailable. If you ask for a
on what you can't do.
Hill

response from the customer, include a reply card or a return enve-

t ‘4 onyright © Glenooe/MeGraw

lope to help you get a prompt, complete answer.

4. Give shipping information. If you will be shipping an order, state

when and how the shipment will be made.

S. Resell your product and your organization. You can effectively use
resale techniques here by pointing out the quality of your products
and the reliability of your organization. By reselling your merchan-
dise, you remind the customer that delivery is worth waiting for.
6. Promote goodwill in the closing. A goodwill closing should indi-
cate your desire for the reader to be satisfied with the merchandise
or your desire to give good service to your customer, or both. The
letter shown in Figure 12-4 acknowledges an incomplete order.

336 Chapter 12
rs UT Cg
TLR MEE aS Decision Making

Making decisions is an essential part of running a business. Of course, every-

one makes decisions every day, but business decisions often have a lot at
stake. Employees’ jobs, customers’ satisfaction, and the company’s growth
may be affected by a decision. Experienced decision makers do not form
decisions based on instinct or emotion. They have the patience and foresight
to work through the process of making a solid decision.
* Identify goals. By setting a goal, decision makers must consider how
every decision they make will help reach that goal. For example, a com-
pany’s goal may be to cut costs. What decisions need to be made in
order to reach that goal?
Get the facts. Before making a final decision, decision makers need hard
data—facts, figures, and statistics—and input from knowledgeable peo-
ple in order to guide them. An informed decision is usually a good one.
Evaluate risk. Every decision involves risk. That is what makes decision
making so difficult. Decision makers have to figure out what is at
stake—who will benefit and who may be hurt—by the decision. They
must ask, “Is reaching my goal worth the risk?” For example, a decision
to cut jobs may save a company money in the short term, but will it cost
goodwill in the community in the long term? Is that outcome compati-
ble with the goal?
Make the decision and stand by it. Decision makers should take respon-
sibility for their decisions. Of course, even experienced decision makers
make mistakes, and they take responsibility for those, too. They know
that even good decisions may have unexpected consequences, and they
should acknowledge when a decision is wrong. Experienced decision
makers learn something every time they prepare a decision.

I hinkina g Situation: The advertising firm

you work for has sent a major
Critically project to the printer. While
. * your supervisor is away on a
business trip, the printer calls
about a serious problem with the project. The printer needs a
decision before the end of the day, or the project will be delayed
many months.

Ask Yourself: What steps would you take to make a decision?

66 let the buyer beware. 99 ustomer service and quality are popular “buzzwords” in the operation of
—Unknown, both large and small organizations today. In order for an organization to
Roman maxim stay in business, its customers and clients must be satisfied with the way they
are treated and with the quality of the products and the services they receive.

Ideally, everything runs smoothly in the operation of an organization—

there are no mistakes, no problems, no defects, and no misunderstandings,
Even in the best-managed organizations, however, problems will occur. For
example, you may purchase a clock that doesn't keep accurate time, or
receive a credit card statement with an error on it, or get home from the fast
food restaurant without one of the sandwiches you ordered. When a prod-
uct or service does not meet your expectations, you become disappointed
and you usually feel like complaining.

Whether you complain verbally or in writing, you should use the princi-
ples presented in this chapter to get the best results. In some situations, you
must put your claim in writing to protect your rights. This chapter will also
present principles for responding to claim letters.

Craim LETTERS

Written complaints should not be called complaint letters because com-

plaint implies irritation, unpleasantness, negativism, and even anger. Using
a word with such negative connotations could lead to a bad attitude toward
customers or clients. Instead, letters expressing dissatisfaction should be
called claim letters. A claim letter asks for an adjustment to correct the prob-
lem in a courteous, direct manner.

NOTES Value of Complaints

Making a Claim When errors and problems are reported to an organization, everyone bene-
Written complat fits. Put yourself in the place of the owner or manager of an organization and
should be called claim consider these questions:
letters and should courteously
© Glencoe/MceGraw-Hill

ask for an adjustment to correct ° Would you rather have satisfied customers and clients spreading
the problem. good reports about your organization or unhappy customers and
clients complaining about your products or services?

¢ Can you satisfy unhappy customers if you don’t know why they are
dissatisfied?
Gopyright

Unless someone tells you that something is wrong, you may never know
about the problem, and the error will simply be repeated again and again.

Researchers estimate that every time a customer is dissatisfied or feels

wronged, 125 people will hear about it—either directly or indirectly. With
this potential negative publicity, reputable organizations are eager to dis-
cover, analyze, and correct defects in their products and services as well as
problems with how customers are treated.

266 Chapter 10
 An organization’s primary source of information about such defects is
requests for adjustments from its customers. Many organizations also
actively seek information about potential problems by providing question-
naires at the place of business or by sending a checklist-type questionnaire
to customers with a postpaid, preaddressed envelope. Look at the ques-
tionnaire Sandburg Appliances sent to customers to obtain feedback on
their service (see Figure 10-1).

General Guidelines for Claim Letters

Follow these six guidelines for writing a claim letter:

1. Send the letter promptly.

Many organizations have a policy that exchanges, returns, refunds, and
adjustments must be made within a specified time period, such as 30, 60, or
90 days from the date of purchase. In addition, the warranty on a product
may run out or the guarantee may expire if you delay too long. Psychologically,
a prompt letter seems more valid to the recipient than a letter about a prob-
lem that occurred some time ago.

Figure 10-1
The company shows its service
attitude by asking for customer
feedback.
Sandburg»
Appliances

Deer Valued Customer YES NO

Thank you for your recent purchase from Was your visit to our store
Sandburg Appliances, which was delivered pleasant?
by our shipping department
EL) Eh Eg

Was the sales associate

Please fill out and mail the attached card helpful?
to let us Know how our service rates. We
are always looking for ways to serve you Did the delivery truck
better. arrive on schedule?
L

We appreciate your business and want to Were delivery persons

a do everything we can to make sure that careful?
:
x you enjoy shopping at our store and that
vou are satisfied with your purchases. Did they place or install
3 Sincerely.
your appliance as you
requested?
5
Eng ge

If you have any suggestions for ways

we can improve our service, please
Bruce Meachum write them below,
Customer Service Manager

Claim and Adjustment Messages 267

TeiingCap 10.1 2. Write to the responsible person or to the customer
relations (customer service) department.

fd...
Discuss: How would you Some consumer advocate groups recommend that you send your claim let-
feel if you made an innocent
mistake in filling a customer's
ter to the owner or president of the organization. This tactic may work, but it
order and the customer wrote won't earn any goodwill for you and may in fact cause you problems in future
a letter to your supervisor’s dealings with the organization. First, you should send your letter to the per-
boss? How do you think the
son responsible for correcting the error or problem to allow him or her an
customer should have handled
the situation? opportunity to resolve the problem. Sometimes you may not know who is
responsible and will need to send your letter to the customer relations or
customer service department. Then, if you get no satisfaction from this first
claim letter, write to the top person in the organization.

3. Ask for the adjustment you think you deserve.

You don't want your letter to be just a complaint letter. Instead, tell the recip-
ient what you think should be done to solve your problem. Ask for a specific
adjustment—the recipient will either grant it, refuse it, or make another
offer. If you are not sure what adjustment to request, ask the recipient to
study the circumstances and suggest a fair solution.

4. Assume that the problem was unintentional.

Reputable organizations will want to keep your goodwill and do the fair
thing. Whenever you write a claim letter, follow these guidelines:

¢ Don't show anger or disgust.

¢ Don’t argue or threaten.

e Don't use profanity.

¢ Don't question your reader's integrity.

Tell your story calmly and clearly, with confidence that you will be treated fairly.

5. Present all facts and details clearly and honestly.

NOTES Give your reader a complete and unbiased picture on which to base a deci-
Make
a Copy sion about the adjustment you requested. To do this, give a description of the
Never send the original transaction with all the pertinent facts, including: Copyright © Glencoe/McGraw-Hill

original of any of your

documents. Always make a ¢ Date and place of purchase, agreement, or services
photocopy to enclose with
e« Company representative's name or number, if available
your letter.
* Terms of payment

* Copy of the sales slip or receipt

e Account number

¢ Invoice number (or a copy of the invoice)

* Copy of the warranty or guarantee

Then present a clear, concise explanation of your problem. To determine

whether your explanation is clear, reread it as though you were unfamiliar
with the situation. Look at the example shown in Figure 10-2.

Chapter 10
 Figure 10-2
A claim letter should present all
facts clearly.
Alan Mason Detective Agency
7442 West LaSalle Street — Suite 204
Chicago, IL 60602

312-555-5227
Civil and Criminal Investigations

July 20, <vEAR>

General Electronics Company

$9356 West Fourteenth Avenue
El Paso, TX 79900

Ladies and Gentlemen

Please repair or replace the Mode! 290 Alphanumeric Caller ID Display Unit we
purchased for our office

After only three weeks of use, the LCD display no longer lights up-

Enclosed is the Caller ID unit, a copy of the sales receipt showing the date of
purchase, and 3 copy of your warranty, which guarantees material and
workmanship for one year.

Sincerely,

Many) Erailey
Mary Bailey
Office Manuger

e¢ 34-callID
Enclosures

Never make untrue statements or exaggerate in your claim letter. Doing

so is unethical, and your credibility might be questioned.

Return Policy? Last July, Chad purchased a “Mr. Cup” coffeemaker

with a three-month warranty. He had been using the coffeemaker
about seven months when it stopped working on February 2.
Chad wrote a claim letter to the manufacturer saying that he had
Copyright © Gloncoe/MeGraw- Hill

received the coffeemaker as a Christmas gift and that he would

like a replacement since it was still under warranty. Is this legal?
Is it ethical? What are the possible ramifications of Chad’s action?

6. Keep a copy of the letter and all enclosures.

mer

Usually a claim letter will be handled promptly; but in case you do need to
reper

follow up, you want proof that you have already attempted to get an adjust-
ment. If you handle a claim in person or by phone, make written notes of
your conversation, including:

¢ Name of the person you spoke with

e Date and time of the conversation

¢ Details of the conversation’s content

Claim and Adjustment Messages 269

 Routine Claim Letters
When you have a legitimate claim and anticipate the granting of the adjust-
ment you're asking for, use the direct approach. If you feel you will need to con-
vince your reader to make the adjustment you are asking for, you may need to
use the persuasive approach, which we will discuss later in the chapter.

A letter making a routine claim and requesting an adjustment will be

easy to write if you think of it as a three-step process and follow these
three steps:

Routine Claim Letter

Direct Approach
Paragraph 1: Ask for a specific adjustment.

Paragraph 2: Explain what’s wrong.

Paragraph 3: Give identifying information.

Goto Figure 10-3 illustrates an effective routine claim letter that follows this plan.
Notice that the writer used the direct approach in asking for an adjustment.
CDA oe
Activity 10-1
To test your skills.
Checklist for Routine Claim Letters
Use the “Routine Claim Letter Checklist” on the next page as a guide when
you write claim letters. Your instructor may ask you to turn to the Worksheet
exercises at the end of the chapter and use the checklist as you complete the
exercises for claim letters.

Figure 10-3
An effective routine claim letter
uses the direct approach. 00/MceGraw-Hill
Dear Customer Services Manager:

Please send us a replacement or a refund for the damaged fine art copy of a
Monet watercolor painting that we are returning to you today by Federal
Express.

When the painting arrived on April 2, the glass was broken and one corner of
the painting was torn.

On February 15, we ordered a framed fine art copy of a Monet watercolor

painting, Catalog No, 54399, for our newly remodeled reception area, We sent
our Purchase Order 3367 with our Check 3436 for $325, which included
shipping and handling.

Sincerely.

Chapter 10
 VY ROUTINE CLAIM LETTER CHECKLIST
YES NO
Is the letter sent promptly?
Is the letter addressed to the person or department that
made the error?
Does the first paragraph ask for a specific adjustment?
Does the letter assume that the mistake was unintentional?
Are the facts presented objectively?
Does the second paragraph explain the problem in a clear,
concise manner?
Does the third paragraph give identifying information?
Is the letter courteous? |

Persuasive Claim Letters

You may need to use the persuasive approach when writing a claim letter if
you feel there might be some reluctance on the part of the receiver to grant
the adjustment you are requesting. When you are presenting a routine claim
that is backed by a guarantee or product warranty, you can be reasonably
sure the adjustment will be granted without persuasion. If you think
your claim may have to be approved by a claims adjuster or a manager,
however, you should use the persuasive or indirect approach, You may need
to gently point out the benefits to the reader of granting the adjustment.
Never display your anger in a persuasive claim letter—you do not want to
make the one person who can help you angry. If you threaten to involve
attorneys, for example, your reader will probably not respond because he or
she will assume that either you are not a reasonable person or that you will
use anything in writing against him or her in court.

When writing persuasive claim requests, use the indirect approach by

following these three steps:
Copyright © Glencoe/McGraw-Hill

Persuasive Claim Letter

Indirect Approach
Paragraph 1: Give identifying information.

Paragraph 2: Explain what's wrong.

Paragraph 3: Ask for a specific adjustment.

Lookat the letter in Figure 10-4 on the following page, which uses these three
steps to make a persuasive request for an adjustment. goto__
If the writer of this letter had used the direct approach instead and had
asked for the reduction of the bill in the beginning, the reader would have Activity 10-2 —
been less apt to consider the adjustment. To test your skills

Claim and Adjustment Messages 271

Figure 10-4
The writer uses three steps to Dear Mr. Brady:
make a persuasive request for an
adjustment. When I spoke with you on May 6 about cleaning and repairing the 1899 Regina
music box that I inherited from my mother, you told me you would look at it and call
me the next day with an estimate to put it back in good working order. On May 13
you called and quoted me a price of approximately $500 for the repair and said you
would need it about six weeks.

On July 61 called you to see if my music box was ready. | had hoped to have it in
time for a family reunion at our home on July 24, but you indicated you still needed
more time to work on it.

On August 16 you called to tell me the music box was ready and you would mail me
the bill. When the invoice arrived this morning, I was shocked to see that it was for
$1100. This is more than double the estimate you gave me on May 6, I feel you
should have called me for approval before exceeding your original estimate by $600.
Frankly, had I known it would cost this much I don’t believe I would have had the
music box repaired. You said yourself that even in good working condition it is only
worth about $3000,

Because the work took twice as long as estimated and the price is more than double
the original quote, please reduce the invoice to-your original estimate of $500.

Sincerely,

Checklist for Persuasive Claim Letters

Use the “Persuasive Claim Letter Checklist” below as you write persuasive
claim letters. Your instructor may ask you to go to the Worksheets at the
end of the chapter and complete the exercises for writing persuasive claim
letters. Be sure to use the checklist to help you compose your letters.

SO Ne ee
YES NO
ls the letter sent promptly?
Is the letter addressed to the person who made the error?
Does the first paragraph include identifying information?
Does the second paragraph explain the problem clearly?
Does the last paragraph ask for a specific adjustment?
Does the letter assume that the mistake was unintentional?
Are the facts presented objectively? Hill
Gopyriaht © Glensee/MoGraw-
Is the letter courteous?

Checkpoint 10.1

4. In your opinion, is it fair to call letters from customers “claim let-

ters” instead of “complaint letters’?
2. Do you agree or disagree with the idea that claim letters have value
for a company or business?
3. What are the similarities and differences between a routine claim
letter and a persuasive claim letter?

272 Chapter 10
 ADJUSTMENT LETTERS

An adjustment letter is a response to a claim. When a business determines 66 Always do right. This
that a claim is justified, some adjustment is made. Even if an adjustment will gratify some people—
doesn't appear to be justified, an organization may decide it is in its best and astonish the rest. 99
interest to make the adjustment in order to maintain or build goodwill. —Mark Twain

Customer satisfaction and goodwill are such important assets that some
progressive organizations have established specific departments to
respond to customer claims promptly and graciously. These departments
may be known in different industries as departments of customer service,
consumer affairs, student services, patient services, customer relations, or NOTES
guest services, Adjustment personnel should strive to resolve customer
Customer
claims fairly, quickly, and tactfully, since success depends on customer sat- Resources
isfaction. Whether a claim is granted or refused, the adjustment letter, like
Many organizations
other forms of business communication, should strive to build and main- handle customer questions
tain goodwill. and claims through a specific
employee or department.
If you are asked to respond to claim letters, you have three choices:

1. Grant the adjustment requested.

2. Refuse the adjustment.

3. Offer a compromise.

Let’s look at how to approach each one of these responses.

Letters Granting Adjustments

When you write a letter granting a request for an adjustment, use the direct
approach and follow these steps:

Letter Granting an Adjustment

Direct Approach
Copyright © Glencoe/MeGraw- Hill

Paragraph 1: Give the good news.

|
Paragraph 2: Give an explanation and a thank-you.

Paragraph 3: Resell the product or the service, and/or resell

your organization.

These three steps are used effectively in granting an adjustment to a customer

who has returned a patio umbrella (see Figure 10-5 on the following page).

Note the organization of the letter to the customer, Mr. Bregenzer:

1. First comes the news the customer wants to hear most—a new
patio umbrella is on its way.

Claim and Adjustment Messages 273

Figure 10-5 Notice the steps
used for granting an adjustment
for a customer.
<DATE>

Dear Mr. Bregenzer:

Your new patio umbrella is being mailed prepaid today. [t should arrive in a
few days.

Thank you for returning the torn one. Because a mended umbrella might not be
water-resistant, we are sending you a new one so that you can keep your patio
table protected. You will notice that the new umbrella is made of vinyl-coated
nylon, which has proved superior to the polyester and cotton one you bought
last year.

When you need patio furniture and accessories, you will find everything from
small tables to fountains in our latest catalog. You can rely on our guarantee of
high quality and satisfaction or your money back.

Sincerely,

Figure 10-6
Notice the inappropriate tone
and wording of this letter. CAR CARE CO.
3788 North Belmont Avenue
Midland, MI 48640
Complete Auto Service 1-800-555-7834

January 17. <YEAR>

Jeri Gleisner
P.O. Box 376
Midland, MI 48640

Dear Jeri:

As you can see your window is repaired--at no cost to you.

The problem did not start the day (Dec. 19) your car was in our
© Glenooe/MeGraw-Hill

service department fora thermostat. The problem was that the regulator-to-
glass attaching screws were loose, which happens as the door and window
are used over a period of time (usually a couple of years or more), So, your
blaming us for breaking your window was unfounded and, | might add, not
the truth, First the window starts to not close tightly then becomes worse. At
the time your car was here, the window was down approximately 1". so the
problem had to start sometime before that. and we were being held
responsible

We have enjoyed many years of auto service to all kinds of people

and with many different makes and models of cars and are not in the habit
of breaking customers’ cars or being accused of the same.
Oopyright

Respectfully

CAR CARE CO.

Bam Kronby
Sam Grund
Service Ma

274 Chapter 10
 2. Next comes the writer's appreciation for the customer's calling
attention to the defect in his umbrella.

3. Then the writer explains the change in materials—this is an expla-

nation owed to the reader, and in this case it is one that makes the
organization look progressive and concerned.

4. A final appeal for another sale is made—the appeal is appropriate

in this case because the requested adjustment has been granted
and the customer will be satisfied.

Follow these four guidelines for writing a letter granting an adjustment:

1. Tell the reader that full adjustment is gladly granted.

Give the good news in the first sentence. Don’t let the reader feel you are Tidingeap 10.2
doing him or her a favor, even if you feel that you are making a special
Discuss: What is the
concession. Instead, convince the reader that goodwill and friendship are
difference between the two
more important to you than any money involved and that your organization Car Care Co. letters shown in
always wants to take good care of its customers. Notice the difference in the Figures 10-6 and 10-7? Which
tone of the two letters from Car Care Co. shown in Figures 10-6 and 10-7. letter would you rather receive
and why?
Which letter would you rather receive?

Figure 10-7
Notice the appropriate wording
and tone of this letter.
CAR CARE CO.
3788 North Belmont Avenue
Midland, MI 48640
Complete Auto Service 1-800-555-7834

January 17, <YEAR>

Jeri Gleisner
P.O. Box 376
Midland, MI 48640

Dear Jeri:

Your car window now works like new.

The window would not close complctely because the screws altaching the regulator
i Glonoow/MeGraw-Hill

to the glass were loose. This happens from the normal use of the door and window. It
Copyright @ Glangoe/MoGrayHil
e

usually takes a couple of years or more before the screws can loosen sufficiently to prevent
the window from closing tightly.

Once this starts, the window gradually gets worse until it won't close properly. The
loosening car window develops over a period of time and not in one day. This is apparently
what had happened the day your car was in our shop to replace the thermostat. You, of
course, would have no way of knowing this. but we were glad to investigate and repair the
window at no expense to you.

We look forward to handling your repair needs in the future.

Respectfully,
i

CAR CARE CO,

Bam.
tL

Sam Grundy
Service Manager

Claim and Adjustment Messages 275

 2. Express sincere appreciation for the reader's adjust-
ment request.
Acknowledge your reader's inconvenience in writing the letter and waiting for
an adjustment, but be careful not to use negative wording. Emphasize that you
welcome this opportunity to set things right. Let the customer know how his
or her letter has helped the organization improve its products or service.

3. Stress your organization's effort to prevent further

dissatisfaction.
Accept the blame and apologize if your organization is at fault for a problem.
If appropriate, explain what caused the problem, but don't assign blame,

TidingGap 10.3 such as saying the problem was due to a computer error. Also, don’t make the
mistake of telling your reader, “This will mever happen again.” No one can
Discuss: Why should you not promise a mistake or problem won't be repeated. Notice that it may be
promise your reader that “this appropriate, however, to explain what your organization is doing to prevent
will never happen again?”
this problem from happening again, as shown in Figure 10-8.

4. End the letter positively.

Don't end with a negative phrase, such as “We hope you do not have any more
trouble with your Valic Vaporizer.” The best ending for a letter granting an
adjustment makes no reference to the original problem. End on a positive note
that implies future dealings, and don’t overlook the possibility of promoting
sales of related products or services or at least reselling your organization.

Figure 10-8
Welcome the opportunity to
solve the problem. Show how Dear Ms. Jones
you plan to keep the problem
Thank you for bringing to our attention the lack of performance of your new
from reappearing.
radio, Your taking time to write us gives us an opportunity to work with you on
a solution to this situation.

We welcome the opportunity to replace this radio, but need to have the item
sent to us before we can replace it. Just as soon as you return it for inspection
and verification of the problem, we will have another radio shipped to you by
overnight courier. By doing this, you will help us determine the problem so
that we cuit take steps in our production process to eliminate the cause. Color vnera/MeCaraw Hil
Enclosed is a label addressed to our attention for you to use in returning the
radio.

Sincerely

Mash Mperdye-

go 19. ___
VENUE

OM om Letters Denying Adjustments

Activity 10-3 Granting an adjustment is not always the appropriate response to a claim.
To test your skills. Sometimes after considering a customer's claim, you may determine that an
adjustment cannot be granted. In that case, you must send a letter denying
the adjustment—the message that organizations least like to send and
customers least like to receive. Saying no is not the only purpose of letters

276 Chapter 18
denying adjustments. They are also used to rebuild customer goodwill,
although this may be a difficult task.

Use the indirect approach when writing letters denying adjustments:

eu ee eal
Indirect Approach
Paragraph 1: Start with a buffer (never start with bad news).

Paragraph 2: Give an explanation.

Paragraph 3: Say no to the adjustment.

Paragraph 4: Close with a buffer.

You may wish to review the summary of the indirect approach in Chapter 5, and
the Chapter 9 section “Letters Answering No to Inquiries and Requests,”
page 247, for other techniques to help you write effective bad-news messages.

Look at the letter answering a customer's request for repair or replace-

ment of the transmitter for her automatic garage door opener (see Figure 10-9).
The writer of the letter realizes that the customer, Mrs. Fulk, must be con-
vinced of the organization's position and be kept as a customer (after all,
she did buy an expensive item).

The following five guidelines will help you when you write a letter deny-
ing an adjustment:

1. Support the reader's point of view in your opening

buffer paragraph.
Never start your letter with the bad news; use a friendly opening buffer. Since
the customer probably thinks he or she is right, try to coax—not force—him or
her to accept what you consider a reasonable solution to the problem. Be sure
the customer realizes that you understand the problem and that you will be fair.
*-
Figure 10-9
Dear Mrs, Fulk: When writing bad-news
messages, care must be taken
You are right to expect high-quality merchandise from The Danley Overhead Door
Company, Mrs. Fulk. We try to give you the best for your mancy and to stand behind our
to avoid offending the customer.
products when they fail as a result of defects in material and workmanship, as our warranty
states.

We appreciate your sending the door opener to us for analysis. ILuppears that the opener
has gotten wet. Excess moisture over 4 period of lime causes corrosion to form on the
integrated circuit board. After corrosion buildup reaches a certain level, the transmitter
will not work. Our service manager estimates that cleaning and repairing your door
opener would cost $54

Since your door opener is several years old, you may want to consider replacing itwith a
new onc. We have made many improvements to our door openzrs since yours was
manufactured, including a sealed circuit board that would prevent the possibility of
damage from moisture. A new door opener, which costs $74.99 postpaid, should give you
even longer service than your old one did,

Please let us know whether you want to repair or replace your opener.

Sincerely,

Gaim and Adjustment Messages 277

 2. Assure the customer that the request is appreciated
and has received individual consideration.
The requested adjustment is important to the reader. In your letter, make sure
you show that the reader's point of view is also important to your organization.

3. Present the explanation before the decision.

Stress what can be done and emphasize your purpose—to be fair to all cus-
tomers. Don't blame and don’t argue. Avoid unfriendly, negative expressions,
such as your complaint, your error, you misinterpreted, you neglected, you
claim, you are mistaken, our records show, and your ignorance.

With a truthful and tactful explanation, lead the customer or client to

DIVERSITY 10.1] accept your solution as the only reasonable one.

When Yes Means No 4. Be courteous even when answering an angry or a

The native language of distorted claim.
Indonesia, Bahasa Indonesia, If you answer an angry letter sarcastically, you may lose both your self-
has 12 words that imply yes respect and your customer. Instead, completely ignore any insults; and con-
but really mean no. Even centrate on writing an answer that is friendly, rational, and professional.
with a correct translation, Doing this usually costs less in terms of money and time to keep the cus-
the literal translation for
tomer you already have than to find a new one.
these 12 words would be yes
because the culture requires
5. Try to leave the reader in a pleasant frame of mind.
a polite, agreeable response.
Because saying no to some- A friendly but concise closing is especially important when a requested
one is considered impolite, adjustment is not granted.
you should not assume that
a positive response means Letters Compromising on Adjustments
you have agreement. How
can you be certain that yes When either directly granting or denying an adjustment is inappropriate,
means yes? you may decide to offer a compromise. This would be a reasonable response
when both the seller and the buyer share responsibility for problem situa-
tions or when responsibility is uncertain. Remember that, regardless of
responsibility, businesses want to correct problems in order to keep cus-
tomers’ goodwill.

got0—__ As we have discussed earlier, if any part of your message contains bad
Oonyright @ Olennoe/MeaGrayw hill

news, you should use the indirect approach. Follow these steps when writ-
ing letters compromising on adjustments:
Activity 10-4
To test your skills.

Letter Compromising on an Adjustment

Indirect Approach
Paragraph 1: Start with a buffer (never start with bad news).

Paragraph 2: Give an explanation.

Paragraph 3: Say no to the adjustment.

Paragraph 4: Offer a counterproposal or compromise.

Paragraph 5: Close with a buffer.

Chapter 10
 See how the writer of the letter shown in Figure 10-10 uses these five
steps in offering a compromise on an adjustment. In the letter, the writer
tries to retain the customer's goodwill by repairing a broken product with
no labor charge, even though the warranty has expired.

The following five guidelines will help you when you write letters pre- NOTES
senting a compromise adjustment:
Accentuate
Reflect pleasant cooperation in the buffer opening. Start your letter the Positive
with a pleasant, cooperative statement, but don’t imply that you are Emphasize what
you can do, not
granting the request. If the customer thinks you are granting the
what you cannot do.
request in the first sentence, he or she may not read the rest of the
letter, thinking the matter is settled.

Explain why you are denying the requested adjustment. State the
facts and reasons behind your decision thoroughly and courteously.
By giving a logical explanation before you say no to an adjustment,
you may be able to prevent a negative reaction from the customer.

State or imply the refusal. Make the refusal clear, but deemphasize it.

Offer a counterproposal or compromise. A counterproposal or

compromise should be given willingly and graciously or not at all.
Remember to let your service attitude show.

Use a buffer closing. In the closing suggest what action the customer Activity 10-5
should take, but leave the decision to him or her. To test your skills.

Figure 10-10
Messages should strive to retain
the customer's goodwill.
<DATE>

Dear Mr. French:

Asa Reliance Pump Company customer, you should expect satisfaction because our
pledge is based upon the terms of our sales agreements, including warranties.

Because the one-year warranty on your sanitary pump is no longer in effect, it is too late
to credit your account, Mr. French. However, we will gladly replace the partially dissolved
Gopyright © Glenooe/MoGraw: vill

Gopyright © Clancoe/Modraw-Mill

nylon gaskets for you at the cost of the replacement parts, with no charge for labor. Our
estimate for the parts is $39.50. We now have Teflon gaskets, which are more resistant to
strong acids and alkalies, The Teflon gaskets would cost $59, again with no charge for
labor.

If you will please complete and return the enclosed authorization-for-repair form
indicating whether you prefer nylon or Teflon gaskets, we will repair your sanitary pump
and ship it back to you within ten days.

Sincerely,

Claim and Adjustment Messages 279

Wuaing lag 04 Form Letters for Adjustments
Form letters are commonly used in adjustment correspondence. They can
Discuss: Why would an
organization use a form letter be a problem because their tone and style sometimes suggest “mass pro-
rather than write an individual duction” or insincerity; but even a form letter, carefully written, can stress
letter to respond to each claim? personalized service and genuine concern for the reader. A form letter
should sound like an individually written letter.
Read the two form letters shown in Figure 10-11 and Figure 10-12. They
are routine adjustment letters responding to a problem with a magazine
subscription. Both are concise, clear, correct, and complete, but which let-
ter would you prefer to receive?

Even though both letters are form letters, the second one has been per-
sonalized, making it friendlier and less brusque than the first one. A form
letter saves the writer time if the form letter does its job effectively. For fur-
ther illustration of this point, reread the discussion, “Showing Sincere
Interest in the Reader,” in Chapter 8.

Figure 10-11
A routine adjustment letter
should be clear, correct, concise, Dear Sir or Madam:
and complete. Is this one?
This letter is to acknowledge receipt of your recent communication relative to
your subscription.

It is necessary that you fill out in detail the enclosed form and return it
immediately.

We will get back to you when we have located and corrected the problem with
your subscription,

Very truly yours,

Figure 10-12
A routine adjustment letter
should take care of an adjust-
Dear Mis-Jensen:
ment clearly, concisely, correctly, encoe/McGraw-Hill
and completely. Does this one Thank you for letting us know that you have not been receiving your copies of
do that? Ancient Antiques.

We are checking with our Circulation Department to see what has happened.
Unless we need additional information from you, you can expect to start
receiving your copies of Ancient Antiques within ten days,
Copyright ©

Your interest in our biweekly magazine is appreciated

Sincerely,

Chapter 10
 Checkpoint 10.2

11. What is the most important outcome of an adjustment letter for a

business?
2. Why is it important to maintain a courteous tone when responding
to an angry claim letter?
3. What is the most challenging part of writing a letter of adjustment?

CHAPTER 10 SUMMARY

One of the best ways to resolve problems or errors that you encounter in
business dealings is to write a claim letter requesting an adjustment. Writing
a routine claim letter using the direct approach is appropriate if you can rea-
sonably expect the adjustment to be granted. If your claim is not as clear-cut,
you should write a persuasive claim letter using the indirect approach.

When you are responding to a claim letter, you have three choices. If you
grant the adjustment, use the direct approach and give the good news in the
opening sentence. If you deny the adjustment or compromise on the
adjustment, use the indirect approach—never start a letter with bad news.

To save time, you can prepare a form reply for an adjustment when you
receive numerous requests about the same problem. A form reply should
still sound and look like a personal letter.

The problems in the Worksheet give you a chance to demonstrate your

understanding of adjustment correspondence. Prepare the exercises your
instructor assigns, and submit them as directed.

Gaim and Adjustment Messages 281

¥ WORKPLACE
CT EEE Ibs Problem Solving

“Houston, we have a problem.” Those words were spoken by the commander

of the space capsule Apollo 13 after an explosion on board. Few problems in
the business world will be as dire, but every problem needs to be taken as
seriously. Problem solving, like decision making, takes practice, can be done
alone or in groups, and requires sufficient information and creativity.
Problems are best solved through the process described below.
The first step is to define the problem. Try to state it in a sentence or two.
Here is an example: “Our department has repeatedly missed the 5 p.m. Friday
deadline for submitting weekly schedules.”

identifying Solutions
The next step is to brainstorm, or list, possible solutions. This step is best
done in a group. The point of brainstorming is to generate a large pool of
ideas. (For more on brainstorming, see page 133.)
After brainstorming, you should evaluate the possibilities and narrow them
down to one good choice. Solutions that are not feasible can be discarded.
Identify the advantages and disadvantages of the remaining solutions. The
questions to ask are, “Is this a good solution?” and “Why or why not?”
Next, you should create a plan for putting the solution to work. Ask “How
can we make this solution work? To whom do we talk? How long will it take?”,
and so on.
The final step is to implement the solution. Give it a trial run. For example,
the solution to the problem of missed deadlines may be to change the day of
the deadline. Try the change for a month and see if it helps. If the solution
doesn't work, repeat the process until you get the results you want.

> , ~

7 7 Situation: Your travel agency

AQ [Thinking has only two telephone lines,
Critically which makes it difficult to check
' 7 * the Internet, make telephone
calls, and process credit card
numbers at the same time. Customers and good bookings have
been lost because of delays. As the office manager, you want a
solution that will not cost too much.

Ask Yourself: How would you solve the problem?

66 Everyone lives by selling o be successful in your career and in your personal life, you must
something. 99 develop the ability to persuade—both orally and in writing. To some
—R. L. Stevenson extent, any type of communication—oral or written—requires the ability to
persuade or “sell” your listener or reader on your ideas and on yourself as a
person with whom others will want to be associated. In every business com-
munication, you are also “selling” your organization’s image and goodwill.
In this chapter, we will discuss letters whose main purpose is to persuade
others to accept your ideas and/or buy your products or services.

Maybe you question why or even how you would use your persuasive
skills in writing letters or in oral communication. Let's begin our study of
persuasive communication by looking at some types of communication in
which your very best persuasiveness must come into play, along with your
ability to use the seven Cs of communication effectively.

WRITING TO PUBLIC OFFICIALS AND THE MEDIA

Have you ever thought about writing a letter to a public official? What about
writing a letter to the editor of a newspaper or magazine? Writing these kinds
of letters is one way you can participate in our political system and be sure
your voice is heard.
NOTES
Dear Mr. Organizations, too, often take an interest in the larger world—local,
President national, and even international events can affect the future of an organi-
Do you know the zation as well as the careers and livelihoods of the employees.
name(s) of your lawmakers?
Your letter to a lawmaker, just
like your vote, does count. Letters to Lawmakers
Lawmakers represent the citizens who live in their legislative areas, who are
called their constituents. Lawmakers are very interested in knowing how
their constituents feel on the issues being considered by their legislative bod-
ies. One way many lawmakers seek their constituents’ opinions on current
issues is to send regular newsletters that frequently contain questionnaires. Copyright © Glencoe/McGraw-Hill

The best and most convincing way to express your opinion to a lawmaker
is through a written letter. You may wonder, “Will my letter really make a dif-
ference?” With rare exceptions, lawmakers not only read their mail but are
very interested in the contents. Letters that aren't personally read by the
lawmaker—many lawmakers receive more than 6000 pieces of mail each
week—are handled by key staff personnel who then relay the contents to
the lawmaker.

Your letter, just like your vote, does count. Although your letter alone may
not change an existing law or add a new one, your opinion, combined with
the opinions of many other constituents, can result in change. In fact, there

Chapter 11
have been several instances over the years in which Congress has repealed
a law because of the avalanche of mail opposing it.
When you want to express your opinion or solve a problem, to which law-
maker or public official do you write? First, you should determine which
level of government—federal, state, county, or city—has jurisdiction over
the issue in which you are interested. For example, if you have a public aid
question, you should write to an official at the state level. If you have a ques-
tion about Social Security or the IRS, you should write to someone at the
federal level. If you want to rezone property in order to open a business, you
should write to a local (city or county) lawmaker. You can usually find
phone numbers and addresses for government officials in your local phone
book. The library or the Internet is also a good source for this information.

Characteristics of a Good Letter to a Lawmaker

Using the following guidelines will help you write an effective letter to a law-
maker at any level.

Give Complete Information About How You Can Be Contacted. Be sure to

include your address and a phone number where you can be reached during
normal office hours. Use your organization's stationery only if you are repre-
senting the views of your organization. Otherwise, use your personal stationery
or plain paper with a complete heading, including your phone number.

Organizational Support? You write a letter to one of your federal

lawmakers expressing your personal opinion about an environmental
issue. You work for a chemical company. Would it be legal and/or i
ethical to use your company letterhead stationery for the letter?

Address Your Lawmaker Properly. Consult a reference manual such as The

Gregg Reference Manual, Glencoe/McGraw-Hill, by William A. Sabin, or The
Irwin Office Reference Manual, Glencoe/McGraw-Hill, by Jo Ann Lee and
Marilyn L. Satterwhite, for correct titles and salutations to use when address-
ing public officials.

Use a Subject Line. Identify the topic you're writing about in a subject line.
If the topic is a legislative bill, include the bill's name and number, if you can,
or at least give the bill’s popular title. Remember, hundreds of legislative bills
are introduced each year; therefore, this identification is important.
Limit Your Letter to One Topic. Discuss only one issue in each letter, and
make your discussion brief. If you wish to write about more than one issue,
write a separate letter for each topic. Organize the letter using the direct
approach or the persuasive approach (whichever is appropriate), and present
your points concisely in a clear, logical order. You will learn more about these
approaches as you study various types of persuasive messages in this chapter.

Persuasive Messages 293

 Use Your Own Words. Petitions with dozens of signatures carry little or no
weight with lawmakers because they know many of these signatures are from
disinterested people who have signed the petition because they were asked, not
because they felt strongly about an issue. Even form letters and postcards have
less impact on the recipient than a carefully thought-out individual letter.

Personal Endorsement. A friend asks you to sign a petition to con-

nee ne demn a historical building so that an investor can build a shopping
ase U SELON
a] mall. Is it ethical for you to sign the petition even though you do
not approve of tearing down the historical building?

Tell Why and How. When expressing your opinion about a bill under con-
sideration, tell why you feel the legislation is good or bad and how the legis-
lation affects you, your coworkers, your profession, your community, or
other people in your area of representation. Give personal examples and
observations to strengthen your case. Back up your opinions with facts and
figures, and include copies of pertinent articles and editorials from newspa-
pers and magazines.

Be Courteous and Rational. Avoid starting your letter with the cliché “As a
citizen and a taxpayer... .” Your lawmaker will likely view this kind of
opening in a negative way. Don’t be rude to your lawmaker or threaten
Your John him or her with a statement such as, “If you don’t vote for this bill, I won't
Hancock
vote for you in the next election!” This makes you appear emotional, per-
Sign your letter;
anonymous letters
haps irrational. If you are perceived in this way, then you will have little or
are disposed of, unread. no credibility. When you are trying to persuade, logical reasons work
much better than threats.

Sign Your Letter. Anonymous letters are disposed of, unread. Also, don't
TiiieCap 11.1 send photocopies of one letter to different lawmakers who represent you.
Courtesy dictates that you write each one individually—an easy task with
Discuss: Why is it not a
Hill

good idea to write a letter to word processing.

6 opyright © Glencoe/MeGraw-

one lawmaker and then send

photocopies to other lawmak- Watch Your Timing. When you are writing about a legislative bill, it is
ers who represent you? What is important to express your views early in the legislative process—before a bill
an easy way to send an original comes to a vote of the full legislative body. After a bill has been introduced,
letter to each lawmaker?
write to the appropriate committee members when the hearings on the bill
‘begin. Also write to your own representatives before the bill comes to the
floor for debate and vote. Your lawmakers are glad to hear from you any time,
but your letter will be more effective if it arrives while they are still deciding
how to vote.

Most lawmakers have a fax machine so that you can transmit your letter
instantly to them. Also, members of Congress and many state legislatures
have telephone “hotlines” that interested citizens can use to find out the
current status of bills.

Chapter 11
 Make Your Letter Professional in Appearance. Use your computer to key-
board and then print your letter, if possible, because a printed letter looks
more businesslike and more professional than a handwritten letter. If you
must write in longhand, be sure that your writing is legible and that your
name, address, and phone number are included. Remember, you must
include your address to receive a reply.

Send a Follow-Up Letter, if Necessary. Almost all lawmakers answer their

mail. If the reply you receive is just a brief acknowledgment, however, write
again to ask for more specific information. Ask your lawmaker the following,
for example:

¢ How do you stand on the issue?

* Do you support or oppose the bill?

NOTES
* How do you think this bill will affect the people you represent?
Letters to
Lawmaker.
Legislative letters deal
Types of Letters Written to Lawmakers with laws that affect everyone.
Service letters are requests to
Letters written to lawmakers fall into three general categories: (1) legislative lawmakers to help individuals.
letters, (2) service letters, and (3) follow-up letters.

Legislative Letters. Legislative letters deal with legislation, or laws, that

affect everyone. Use the direct approach in most of these letters. A typical
outline for a legislative letter is given in Figure 11-1 below.

Figure 11-1
Legislative letters
deal with laws
that affect many
000 Your Street Name
City, State, and ZIP Code people.
Month 00, <veaR>

The Honorable
House of Representatives
Room Number and Building Name
City, State, and ZIP Code

Dear Representative
Mill

Subject: (Identify the bill or issue here.)

Hill
Copyright © Glenooe/MeGraw-

Copyright © Gleneoe/MeGraw:

1. State your support of (or opposition to) the issue about which you're writing. Include
the bill number, if known, and the popular title

. Tell why you support (or oppose) the issue, giving local and/or personal examples,
nw
=e

experiences, and observations. Quote statistics (and their source), if available, to back
Pa rag raph — up your view. Explain the consequences of the bill's success or failure to you and to
P other constituents,

a 3, Ask the lawmaker to sponsor or support (or oppose) the legislation discussed above.

L4 4. Express appreciation for the lawmaker’s having considered your views, and ask for a
reply that gives the lawmakers view

Sincerely,

Your __ ms
Signature
Your Name

Persuasive Messages 295

 Figure 11-2
Service letters
request a law-
maker's help with
a problem.
000 Your Street Name
City, State, and ZIP Code
Month 00, <yEAR>

The Honorable
House of Representatives
Room Number and Building Name
City, State, and ZIP Code

Dear Representative __

Subject: (Name the agency and give your identification number.)

i ——— 1. Give the history of your problem concisely and in chronological order.

—}—_—_—_——— 2. Explain your problem and what you've done to aticmpt to solve it.
Paragraph 4]
3. Give written permission for the lawmaker to examine your records.

4. Ask for what you need to solve the problem, and ask for a reply

Sincerely,

Your |
Signature
Your Name

Service Letters. Service letters involve requests to help individuals cut

through the procedures and paperwork, or “red tape,” of government pro-
grams. For example, in a service letter an individual may need help with a
social security or veterans’ benefits problem, with an immigration problem,
or with some other program of a state or federal government agency. These
letters also generally use the direct approach. See Figure 11-2 above, for a
typical outline for,a service letter.
Mill
Service letters should be sent to the lawmaker’s local or district office in
his or her home state because these offices handle most service work. In
Clmtiticne/ Meira

today’s “Freedom of Information” age, you may need to provide a signed

privacy release authorizing your lawmaker to contact the appropriate
agency for help.
gote_
DOM yp
Follow-Up Letters. Even though your lawmakers are paid to represent you
iY HNH

and to help you, common courtesy requires that you write a thank-you let-
Activity 11-1 ter when they have voted the way you want on legislation and/or helped you
To test your skills, as a result of a service letter. Review “Thank-You Messages” in Chapter 8.

Chapter 17
 Letters to Editors
Nearly all groups in the media—from newspapers and magazines to radio
and IV—encourage their readers, listeners, or viewers to send written
responses regarding their publications and programs. People who write
these letters of response are eager to share their convictions, knowledge, and
concern with others.

Concerned citizens and conscientious organizations write letters to the

media to share a view, to express a concern, to ask for help when an error has
been made, to suggest an improvement, or to give information.

Because people tend to accept as fact anything that is printed or broad-

cast, you should feel an obligation to write a letter to the media when you see
or hear a report that is erroneous or misleading. Voicing your concerns will
bring other readers’ or listeners’ attention to the issue or report.
=

NOTES ir
i
Characteristics of a Good Letter to the Editor Speaking Up
The following guidelines will help you write an effective letter to the editor. Individuals ma’
Although the focus here is on letters to be printed in newspapers or maga- write letters to the media
to share views or to suggest
zines, these guidelines also apply to preparing messages for radio or televi-
improvements.
sion broadcasts or teleconferences.

Get Right to the Point. Say outright why you're writing the letter. Give
enough details so that your letter is meaningful to all readers, even those Thiggeap 11.2
who know nothing about the topic you're discussing. Answer the obvious Discuss: What technique(s)
questions that will be in readers’ minds. could a writer use to avoid
writing an emotionally
Be Brief. Although short words and sentences will make your letter more charged letter?
readable, be sure to include all the points you think are important.
Remember to limit the subject of your letter to one topic.
Be Rational, Even though you may be responding to something that angers
you, skip the temptation to write a sarcastic rebuttal. Although an emotion-
ally charged letter may help increase a newspaper or magazine's readership,
it may do so at your expense. You'll feel embarrassed if you see your angry
letter in print. Instead, make your letter polite and professional.
Hilt
Hill

Copyright © Glancoe/MoGraw-
Gopyrlaht @ Glangoe/MoGraw

Use Good Taste. Always avoid insulting a race, ethnic group, political fac-
tion, or minority. Letters that are libelous or contain personal attacks are
not published by reputable editors. A letter to the editor in which you label
someone as a “stupid idiot” or a “crook” or “liar” could actually be consid- NOTES /;
ered libelous unless those labels are based on proven facts. No Name Calling i
Be Fair. There are two sides to every story—your argument won't be weak- Libelous letters ~
letters for which you
ened by showing that you are aware of another viewpoint. Also, be certain all could be sued.
your data and facts are accurate.

Persuasive Messages 297

 Writing a Letter to the Editor
The following guidelines will help you format a letter to the editor:

Follow the Rules. Most publications have an editorial page where letters to
the editor are printed along with some guidelines for these letters. Space is
limited on these pages, so pay particular attention to letter length specifica-
tions. If none are given, limit your letter to 200 to 300 words. (Messages to be
broadcast should often be even shorter—contact the radio or television sta-
tion for guidelines.) The staff of a publication may edit letters to the editor
for length, accuracy, and good taste.

Keyboard Your Letter, if Possible. Your letter should be properly formatted

and have a neat, professional appearance.

Meet the “Deadline.” If your letter is triggered by a recent news story or

editorial, write your letter the same day the item appears, while the topic
is still “news.” If you wait too long, your letter may not be considered for
publication.

Identify Yourself. Always sign your letter with your full name, title (if it is
pertinent to the topic), and address. Also include a telephone number
where you can be reached in the daytime. Your name and address (city and,
if relevant, state) will probably be published with your letter. A few news-
papers will withhold signatures if the editor feels the circumstances war-

Goto rant it, but most will not. Magazine editors are more likely to withhold

Day
yey from print a name or location if the writer requests this and the topic is
r sensitive, but a letter still must be signed—letters sent anonymously lack
Activity 11-2 credibility and are seldom published. Figure 11-3 shows a typical format
To test your skills. for a letter to the editor.

Figure 11-3
This outline can be used for a
<CURRENT DATE>
letter to the editor.

Letter to the Editor

Name of Newspaper or Magazine
Street Address or P.O. Box
City, State, and ZIP Code
Copyright © Glencoe/McGraw-Hill
Dear Editor;

| 1. Tell what topic your letter is covering and your present stand on the issue

Paragraph + 2. Give your explanations, facts, and reasons for your position, including examples.

3. Give your summary or conclusion.

Your Full Name

Title (if pertinent to the topic)
Organization Name (if pertinent to the topic)
Street Address or P.O. Box
City, State, and ZIP Code

Phone number (where you can be reached during the day)

Your ._.
Signature Your Name

Chapter 11
 PERSUASIVE REQUESTS

A request for donations, cooperation, gifts, or favors (without any intention

on the writer's part to buy or sell) is a persuasive request. This type of letter
attempts to persuade the reader to spend time or money or to go to some
trouble to help the writer—usually without benefit to the reader.

The letter shown in Figure 11-4 is from the Professional Business Leaders
Association. The letter shows how a persuasive letter can effectively capture
the interest and secure the cooperation of the reader with its approach and
its use of the “you attitude.”

Guidelines for Persuasive Requests

When you write a persuasive request, use the persuasive approach discussed
in Chapter 5 and follow these five suggestions:

Begin With an Appeal That Will Interest the Reader

You already know a great deal about the opening paragraphs of persuasive
letters from the discussion in Chapter 5. As we have seen, the approach for

Figure 11-4
This persuasive letter
= = Southeastern State College
Office of the Dean persuades its reader to respond
auee Division to a request.
State University, AK 72
Telephone 501-555. sss,

Professional Business Leaders Association

October 8, <YEAR>

Dear Member

Our Professional Busi Leaders A is cond a survey of our membersto

gather program information fo assist the College in improving the quality of academic
programs. This would in turn benefit current and future students.

The information gathered from the survey will aid us in identifying the kinds of activities
in which our graduates are involved and the progress they have made in their professions,
including salary attainment.

The Academic Program Review Committee can benefit from information from former
di hs and weak of the programs as indicated in the
‘© gH
survey results.

Any information gathered will be held in confidence and released only in the form of
college and department summary statistics. My staff and I eagerly await your reply. Please
return your completed survey in the enclosed envelope by November 20.

Sincerely

Francesca. Fema,
Francesca Pena, President

mas
Enclosures

Persuasive Messages 299

 persuasive requests is entirely different from the approach for direct
inquiries. When you are asking someone about a product or service he or
she is trying to sell, the reader becomes interested immediately because
the inquiry presents an opportunity to sell. When you are asking for a gift or
Gift Giving favor, however, you must point out the advantage to the reader to stimulate
Avoid giving white flowers as his or her interest. Since you want a favorable response, avoid starting with
a business gift in El Salvador. your request—get the reader interested in your story before asking for a
They are associated with response, otherwise the reader’s reaction might be, “Why bother?”
funerals and considered bad
Successful persuasive openings often use the following appeals: humani-
luck. When is it appropriate to
tarian, reader-benefit, individual responsibility, or personal experience.
send a business gift?
fi
How do
you determine what kind of
Humanitarian or Altruistic Appeal. Altruism is unselfish regard for or devo-
gift you should send?
tion to the welfare of others; a humanitarian is a person promoting human
welfare and social reform. The humanitarian or altruistic appeal puts its
emphasis on benefit to others, as illustrated in this opening paragraph of a
letter from the Organ Transplant Fund:
You can have a powerful impact on another human being. The
power to preserve another person’s life depends upon your decision.
Your generosity and caring can extend life for another person.

Charitable Benefit. A persuasive letter asks readers to buy a

LEGAL
i]
stuffed animal and indicates that the profits will go to the victims

see BEIGE UE of child abuse. Actually, less than one percent of the profits go to
the charity. Is this legal? Is this ethical?
11-3

Reader-Benefit Appeal. The reader-benefit appeal emphasizes the benefit to

the reader of responding to a request. The following excerpt from a sales
manager's plea to salespersons to improve their personal appearance illus-
trates the reader-benefit appeal:
How often do you take time for a second look at your appearance?
Your customers do every day.
Oopyrioht @ Glennoa/Medraw-Hill
Your appearance is a preview of the way you might handle your
customers’ business.
When you take pride in yourself, your customers feel that you also
take pride in what you do for them.

Individual Responsibility Appeal. A lawmaker used the individual responsi-

bility appeal in this request for information from educational administrators:
You are part of a carefully selected sample of educational administra-
tors receiving this letter. Over the past five years, your experience and
leadership have played a major role in increasing educational funding
in the national budget.
Your answers to the enclosed questionnaire are vital to lawmakers
who are negotiating to preserve educational funding. . . .

Chapter 11
 Personal Experience Appeal. Recalling a pleasant childhood memory is an
example of a personal experience appeal. This excerpt, from a letter trying to
persuade the reader to donate money to help underprivileged children
NOTES [
Swing Sets fr

attend summer camp, illustrates this appeal: and Basket

Remember the contrast of the cool water to the sweltering outdoor A pleasant childhood
temperature when you jumped into the swimming pool as a kid at memory can be used to
summer camp? Leaving the inner city and the asphalt jungle for a week appeal to a reader to help
with a particular charity,
of camping in the great outdoors is an experience youngsters never Remember to use the “you
forget. The thrill of cabins, sleeping bags, and campfire cooking lives attitude” in explaining the
reason for your request
on in their memories, and the experience of closeness and sharing with
role models shapes their adult lives. A donation of only $50 will enable
us to send a child to Camp Kokomo for one week this summer.

Follow Through With the Reason for the Request

After you select the theme for your opening, you should follow through with
an explanation of your request. Remember to use the “you attitude” in
explaining the reasons for your request. In your explanation, it is important
to emphasize an advantage to someone other than yourself, the writer.

Stress to the reader or the reader's organization the advantage of

responding to your request, as did the writer of this paragraph from a letter
asking wholesale clothing buyers to complete a questionnaire for a fashion
merchandising organization.

Your cooperation in this project will definitely help the garment industry.
Your cooperation will be of even more benefit to you as buyers, because
the results of the survey will be used by our members to develop better
merchandising methods and to give better service to individual buyers.

In addition, compliment the reader. This can be an effective technique in

persuasive requests. The following sentence, from a letter asking a member of
the local Marketing Executives Club to speak to the students in the Phi Beta
Lambda Chapter, gives a compliment to the reader:
We know that any pointers you can give us on sales and marketing
techniques will be stimulating and helpful to our students.
Hill
evil

Copyright © Glencoe/MoGraw-

State the Request in Definite and Specific Terms

After catching your reader's interest and giving your explanation, make your
request. Be sure the reader knows:

e Exactly what you want.

iad
¢ How and when he or she is to respond. NOTES ir
Fe
Notice how explicitly this writer requests the help of an organization member: Call to |
Action &
Specifically, Jennifer, these are the things | am asking you to do: The closing paragraph
1. Attend the monthly meetings. should stimulate action by
making it easy and satisfying
2. Chair the Fundraising Committee. You are to form the committee to respond.
and send a list of the members to the secretary by March 1.

Persuasive Messages 301

 Submit a plan for this year’s events to the secretary by April 15.
Your annual committee report will be due on July 30.
3. Serve as adviser to the Budget Committee. Your experience should
be especially valuable to this committee, and | have asked its chair- &
2 | person, Vikki Edwards, to contact you directly.
5 4. Write a cover letter for the attached questionnaire, which will be
sent to all members.

4 Stimulate Action With Closing Remarks

Closing remarks should stimulate action by suggesting that compliance will
be easy and satisfying. Doesn't this closing paragraph make viewers feel that
supplying the information requested by a TV station will be simple yet
worthwhile?
Our questions are easy to answer. We will not use your name. No one
will try to sell you anything. We have stamped the ballot; no postage is
necessary. But we do need your vote, so please fill in the few blanks on
the enclosed ballot, fold it, seal it, and drop it in the mail.

Reflect an Optimistic Outlook

Effective persuasive letters show an appreciation of and confidence in the
reader's favorable response. A sincere belief in people and an optimistic
outlook shine through every paragraph of most successful persuasive let-
ters. Notice the positive tone in the following excerpt from a persuasive
request: &

This will be the most important vote you will cast between now and
November 2. And this vote will count more because you are one of
1500 AMS members—not just one of 50 million voters in the presi-
dential election.

Here is another excerpt using a positive tone:

Goto. : For many of us, our Phi Mu Foundation experience has been a spark |
rire) “a hat
that hashas helped
helped light
light our
our lilives. Your financial
financial support of f ththe
Activities 11-3 Foundation today can create a living endowment to light many more
Copyright © Glencoe/McGraw-Hill

and 11-4 lives yet to come.

To test your skills

Checkpoint 11.1

1. Why is it a good idea to sign the persuasive letters you send?

2. Why do you think it is important to stress the “you attitude” ina
persuasive request?
3. Consider the parts of a request letter—appeal, reasons, request, 7 |
and closing. Rank them in the order of their importance in the let-
ter. Explain your choices.

Chapter 11
 SALES LETTERS

Sales letters are an effective selling tool for several reasons. One of the most
important reasons is cost—the cost of writing, producing, and mailing a
large quantity of sales letters is less than the cost of reaching the same num-
ber of prospects by producing and buying time for a radio or television com-
mercial or producing and buying space for a newspaper or magazine ad.
In addition, sales letters allow a seller to be selective in targeting his or her
audience. The seller may select a mailing list according to prospects’ profes-
sions, geographic areas, ages, incomes, interests, and so on. By selecting a
mailing list carefully, the seller is virtually assured of reaching a certain num-
ber of “qualified” prospects. These lists are available from companies that NOTES
collect and compile them for a fee. Sales letters can be adapted to a variety
Letter Sales
of purposes and target audiences making them an effective selling tool.
Sales letters a
Computer software enables the sender to customize each letter foraspecific effective sil ni ae ie
* sil * reasons: Cost, selectivity, cus-
customer as if he or she were the only person ii an offer, when, in fact, tomization, adaptability.
these sales letters are produced quickly and inexpensively in large quantities.

Direct Sales Letters

Direct mail (usually sales letters) is sent to potential buyers with the hope
that a sale will be forthcoming. Direct mail promotions often use some
device (gimmick or attention grabber) to get the customer to open the enve-
lope and read the message. “Free Gift Inside!” or “Urgent—Open
Immediately!” or a similar message may be printed on the envelope. Inside,
the consumer may find a letter, a brochure, or a coupon, plus other items
trying to grab his or her attention. Much of this mail is considered “junk
mail” by most of us—people have become so used to it in their mailboxes
that even organizations with products or services of real value sometimes
feel they have to “shout” for attention.

In contrast, sales letters to businesspeople may use all the devices of direct
mail, but they are usually able to get to the point without resorting to gimmicks.
fn our discussion we will focus on sales letters as they are used in business.
Direct-mail sales letters do, however, have certain drawbacks. Because
many people consider all direct-mail advertising junk mail, a sales letter
may be discarded before it is read even though it is well written and makes
a spectacular offer. In addition, even a “successful” sales letter will usually
draw a positive response from no more than 5 percent of the total number
of people receiving the mailing.

indirect Sales Letters

Letters written specifically for direct-mail selling are not the only sales letters.
Examples of situations that result in indirect sales include the following:

* Awriter acknowledges receipt of a large order with a thank-you letter

that also resells the customer on the organization's product or service.

Persuasive Messages 303

 ¢ Awriter introduces a new sales representative to a customer, which
paves the way for that representative to call for an order.
¢ Avwriter tries to persuade a superior to approve a project or an
expense by selling that person on the reasons the project or expense
should be approved.
¢ Awriter sends an application letter for a job that sells his or her qual-
ifications to a prospective employer.

Principles of Writing Sales Letters

To write successful sales letters, every business writer must keep in mind the
following principles:

* Know your products and services. Be aware of the advantages and

disadvantages of your products and services—why they appeal or
should appeal to people. In fact, know as much as you can about them.
e Know your potential customers. Learn everything you can about
your customers—who they are, where they are, what their needs are,
and how to get through to them.

Thadiiagap 11.3 ¢ Know how sales are made. Concentrate on what motivates people
to buy, what appeals are likely to prove successful, and how to get
Discuss: Without additional people to act.
knowledge and training, would
you be able to write an effec- e Remember the basics of effective writing. Apply the good writing
tive sales letter about selling a principles you have learned, especially those that pertain to persua-
combine or corn planter to sive messages. Be sure to practice the techniques of clear communi-
farmers? Why or why not?
cation that you learned in Units 1 and 2 of this book.

Planning Sales Letters to Individuals

Before you begin drafting a sales letter, you should take five important steps.
Until this initial planning is completed, it is virtually impossible to write an
effective sales letter.

Analyze the Prospects in Terms of the Product

First, from research or experience build a composite prospect—identify the
bill

characteristics that describe the most likely prospect or customer for your
Oopyriaht © Glenooe/MeGraw-

products or services. The sex, age, occupation, geographic location, financial

situation, and other characteristics of the “average” prospect will determine
what appeals you will use in your letter. Defining your targeted customers’
characteristics will help you discover the needs and desires of these prospec-
tive buyers. For example, you wouldn't try to sell a “Sixty-Five Plus” insurance
plan to college students. Nor would you try to sell homeowners’ insurance to
apartment dwellers; however, you may try to sell renters’ insurance to them.

ThiiiagCap 11.4 Prepare a List of Prospects

Discuss: Would you try to Next, you need a good mailing list. The obvious place to start is your organi-
sell snowblowers to residents of zation’s own list of customers. As previously mentioned, you can also buy
southern Florida or southern
lists from companies that specialize in compiling and selling them. To be
California? Why or why not?
effective, a mailing list must contain correct names and addresses, and the

304 Chapter 117

people and organizations listed must have characteristics in common that
make them likely prospects for your products or services.

Analyze the Product in Terms of the Prospects

What specific features of your product or service make it attractive or use-
ful or appealing? What features should be emphasized? What features
should be played down? (This analysis is usually made along with your
analysis in the first step.) Letters that present a product or service in terms
of what prospective buyers think of it and how they can use it do more than
make sales—they win satisfied customers.

Determine the Central Selling Point NOTES

The central selling point (CSP) should be the item of information most likely What Sells It?
to persuade the prospect to buy a product or service. The CSP might be The central se
appearance, durability, comfort, convenience, price, or any other positive point (CSP) of a letter is the
information most likely to
feature that is likely to have the greatest influence on your reader's purchas-
persuade the prospect to buy a
ing decision. After analyzing the prospects and the product, build your letter product or service.
around this central selling point.

Make a Pian for the Letter

One formula for a sales presentation is the AIDA approach—attention, inter-
est, desire, action. Review “The Persuasive Approach” in Chapter 5. Using this
formula, you first get the prospect's attention—that means getting him or her
to read your letter—by promising a benefit. Then, you arouse your prospect's
interest by helping him or her imagine using your product or service. Next, you An effective fo
try to convince your prospect of the desirability of buying. Finally, you attempt for a sales letter is AIDA
(attention, interest, desire,
to get your prospect to act—to send in an order or to subscribe to your service.
action),
You want the reader to take the desired action you are suggesting.

Many effective sales letters will not fit such a set pattern. Be creative—
rather than let a formula dictate your letter, link your product or service
with the prospect's desires and needs by giving sufficient factual informa-
tion to be convincing.

Writing Sales Letters to Individuals

The purpose of your sales letter is to give the reader the incentive to buy and
use your product or service. After you have planned the letter, follow these
guidelines when you actually write your sales letter.

Capture Reader Attention and Interest in the Opening

The opening sentences of a sales letter are critical. If the prospect doesn't read
the letter, then no sale will result no matter how good the offer is. To get the
letter off to a fast start and to get the prospect reading, the central selling
point and the-promise of a benefit to the buyer should be woven together at
the beginning.
The possibilities for different forms, styles, attention-getting opening
ideas, gimmicks, and devices are limited only by your imagination. Often
you can capture the reader's attention in one of the following ways:

Persuasive Messages 305

 * Arrange the first sentence as a headline—perhaps in all capitals or in
color—or as a faked address block.

(ann: ¢ Present a humorous cartoon or a striking color display such as a page

banner in color or a color item.
Wika naan)
e Attach a simple gadget such as a coin, stamp, or coupon.
Word Meanings
When selling products in You should be aware, however, that some tricky openings are like the bang
another country, a literal of a door—the noise gets attention, but the attention doesn't last unless the
translation may not send the person who hears it is interested in finding out why the door was banged.
right message. One famous
goof was made with Pepsi If you use an attention-getting device, be sure it leads right into the heart
Cola‘s “Come Alive with of your message. For instance, you might use a cartoon that is a pictorial
Pepsi” slogan. In Taiwan the presentation of the CSP of your letter, or you might attach a stamp identi-
literal translation of that fied as “the postage needed to send for a Passport to Adventure.”
slogan was, “Pepsi brings Remember, any unusual opening should point toward the reader benefits
your ancestors back from the you stress in your letter.
grave.” How can you avoid
errors like this when advertising The following are some popular sales-letter openings with sufficient “you atti-
in other countries? tude” to capture the reader's interest—not merely attract momentary attention.

Special Feature or Discount. The effective sales letter shown in Figure 11-5
captures the reader's attention by maintaining the facilities for various types
of meetings and those for persons with special needs.

Figure 11-5
The opening of a sales letter should

QUR PLACE
attract the reader's attention. nN

y=
112 Garnet Piace - Los Angeles, CA 90024 » Phone 213-555-9292 * FAX 213-555-1129

June 2, <yYEAR>

Make Our Place “your place!”

Our Place offers the finest accommodations for your business associates who need
Oopyright © Glenooe/MeGraw-Hill

overnight accommodations, Our guest suites are equipped with comfortable furnishings
including a sitting area and a desk. All of our rooms are designed to be accessible to
persons with special needs. In addition, our staff is committed to making your guests feel
at home while they are living at Our Place,

We also offer facilities and services for all-day meetings as well as conferences that last
for several days, Our Place can provide meeting rooms for groups as small as 10 or as
large as 100. We will consult with you to determine your needs. Further, we promise to
work with you to ensure that your participants are comfortable during their time with us.

For your convenience, a brochure that describes our services as well as an information
request card is enclosed. Our Place is ready to grect your business associates and host
your next conference. We look forward to hearing from you.

Sincerely,

Suh Coat
Julio Cortez
Guest Coordinator

mj
Enclosures

306 Chapter 11
 Answer to the Reader's Problem. Almost all successful sales-letter openings
are variations of this opening—answering a reader's problem. This natural
type of opening is usually a winner, because all of us are interested in find-
ing answers to our problems. In this case, the answer is always the use of the
product or service advertised.

A sales letter introducing a vacuum cleaner uses this kind of opening.

You can double your. cleaning power free for 15 days with America’s
most advanced vacuum cleaner! We'll include a year’s supply of bags
plus a valuable free mystery gift! Want to revolutionize your cleaning
methods? It’s easy—with the amazing new Speedo Vacuum cleaner.

Unusual Headline, News Item, or Statement of Fact. An obvious statement,

like “Spring is just around the corner” or “School will be starting again in a
few weeks,” lacks imagination and attracts no attention or interest. On the
other hand, an unusual headline, news item, or statement of fact usually
leads the prospect to read further.

The following three openings are excerpts from successful sales letters:
Every issue in government and politics has three sides—the pro side,
the con side, and the inside. GOVERNMENT JOURNAL gives you all
sides.
ATTENTION: PEOPLE WHO HAVE SUBSTANTIAL MONIES IN SAVINGS
ACCOUNTS, CERTIFICATES OF DEPOSIT, ETC.
URGENT REMINDER: The deadline is 12:01 a.m.

The sales letter shown in Figure 11-6 on the following page taps the reader's
imagination in the opening sentence.

Thought-Provoking Question. A question with an obvious yes or no answer,

such as “Could you use more income?” or “Do you like people to laugh at you
behind your back?” is usually boring. In contrast, a question that challenges the
reader to do some thinking is an excellent way to arouse interest in a message.
Often, a question is better than a statement because it gives the reader a share
in the idea of your message—while thinking of arranswer to your question, the
Copyright © Gloncoe/MeGraw- Hill
Gopyright © Alencow/MoCraw-Hill

reader may sell himself or herself on your idea. Naturally, the idea, the answer
to the question, involves the use of the product or service you are selling. Look
at this example:

MORE INFLATION AHEAD ...

WHAT CAN YOU DO ABOUT IT?
Notice the opening question of the letter shown in Figure 11-7 (page 309).
This letter is general enough to be set up on a computer and mailed to an
entire list of mortgagees (people who have borrowed money).

Witty Comment or an Adaptation of a Familiar Saying. A clever phrase, a

play on words, or the adaptation of a familiar saying usually gets attention. If
the interpretation suggests disagreement with an accepted idea, it may have
particular appeal. Such openings must be closely related to the central selling

Persuasive Messages 307

Figure 11-6
This sales letter captures the
reader's imagination immedi-
ately. (Courtesy of First Financial
Planners, Inc.)

First Financial Planners, Inc.

FINANCIAL PLANNING

FIRST FINANCIAL PLANNERS BUILDING / 15455 CONWAY KOAD / CHESTERFIELD, MISSOURI 63017 / (314) 557-1040

ROY M. HENRY
President - Virst Fisracicial Flannets. tne.
Re d Principal — FFP Securities. Inc c oe 34 9o7
fresident ~ IP Advisory Services, lac November 24, 19 7

John Q. Smith
3210 Any Street
Some Town, ST 00000-0000

Dear Mr. Smith:

What if there existed a MAGIC BOX that, if money were placed in it, the funds would:

Accumulate free of State and Federal income tax!

Allow you to borrow from the box as though it were a

“TAX FREE BANK”

NOTES Be contractually guaranteed at little or no cost

Raising Interest At your death, all of the untaxed assets in the box, minus any foans or withdrawals which
will reduce the death benefit, would pass to your heirs totally free of State and Federal
Remember tha income tax!

the letter presents a Guess what?

challenging question and
This Magic Box exists! It is called life insurance--specifically variable universal life
involves the use of the product insurance.
or service, the interest of the
I'll call you in a few days to show you some ways the Magic Box could work for you or a
reader may be raised. loved one.

Sincerely,

Roy M. Henry
Registered Principal

* There may be tax implications associated with early surrenders and overfunding of the
life insurance.

point. Here's an illustration from a Hart Drug Corporation letter about cold
medicines: Hil

A HART TO HEART TALK ABOUT A COLD PROPOSITION

Gienooe/MoGraw

Another example is on a letterhead in which the organization name—

Dartnell—appears as skywriting:

Skywriting soon disappears . . . but withholding tax is here to stay.

An Anecdote, Fable, or Parable. A story opening—if the story is a good

HUI

one—usually arouses interest. A good story can be effective as a sales letter

opening if it relates to the central selling point of the letter and doesn't over-
shadow the message itself. Read the following opening from a writer who has
placed a bid to win a project:

As a youngster, did you ever toss a stone over a cliff or down a very
deep well—then wait and wait to hear it land?

Chapter Ti
 Figure 11-7
Asking a thought-provoking
question challenges the reader.

SUNBURST MORTGAGE COMPANY

4000 Parkway Drive ® P.O. Box 3412 @ Raleigh, NC 10755 © 409-555-3231

November 14, <year>

Mr. Dwayne R. Shelby

2954 Dunedin Cove
Greensboro, NC 27410

Dear Dwayne:

Taking care of yourself and your property is an important responsibility for anyone.

Would you be interested in some help?

You can be protected by an insurance policy as you protect your valued real estate with a
mortgage policy that pays whether you live or die, Athough most policies will pay off a
remaining balance if you die, Sunburst has gone one step further. Our plan works both
ways—if you die, it's insurance; and if you live, it’s savings.

This unusual policy may enable you to have the funds you need to pay your mortgage off
early, or it could be used to build a cash reserve fund to make your payments in case of
financial distress. You can think of several other ways you would like to use these funds,
we're sure.

Please take time now to complete and return the enclosed postage-free card. Information
will be on its way to you as soon as we receive the card from you. You'll be glad you took
the time to make this investment in your future,

Sincerely.
ny
IP.
Haak | (mer
Frank T. Timer, CLU

Enclosure

We tossed a stone down your well, in the form of a price quotation

on March 14, and it hasn’t landed yet.

Keep the Message Interesting and Informative

Skillfully build the interest aroused by your opening sentences—a sales let-
ter in which even one paragraph drags usually means one more letter in the
wastebasket. Your letter about your product or service succeeds when it
leads the reader to say, “I didn’t know this product or service would do that
for me. I want or need it.” The letter from Dorothy J. Robinson shown in
Figure 11-8 on the following page is a good example of a sales letter that
keeps the message interesting and informative.

Build the Message Around the Reader

The benefits the reader thinks a product or service offers will influence his or
her decision about buying. Often a prospective customer knows little or
nothing about the product or service you are offering and has no interest in
learning about your product or service when starting to read your letter.

Persuasive Messages 309

Figure 11-8
In this sales letter, the message is
interesting and informative.
(Courtesy of Dorothy J.
DOROTHY J. ROBINSON
Robinson.) ~

389 « $00-373-3019

November 25, 20___

John Q. Smith
3210 Any Street
Some Town, ST 00000-0000

Dear Mr. Smith:

When you go to a deli to buy some sliced meat, you don’t carry it home loose in your
hand—you ask them to wrap it. If you plan to freeze some of it to use later—you double
wrap it.

What about your money?

Unwrapped money is money in a CD or Passhook account where the gain (usually

low) is currently taxed (a 1099 form in the mail each year).

Single wrapped money is money in an annuity, IRA, 401K, etc. where the gain
is tax deferred but eventually taxed when you take it out, plus, if you are under
age 59 4, a 10 percent penalty is added.

Double wrapped money is money inside a life insurance contract where the gain is
tax deferred and can be accessed on a tax advantaged basis during your lifetime.
At death it passes TAX FREE to your beneficiaries, minus any loans or with-
drawals, which will reduce the death benefit.

I will call in a few days to set a time when I can show you how double wrapping your
money can be a significant advantage to you.

Sincerely,

Dorothy J. Robinson
Registered Representative

Stocks « Bonds « Options * Mutual Funds « Business and Personal Financial Plinning » Life, Health, and Disability Insurance

Securities offered through FFP Securities, Inc., Member NASD & SIPC

Bring your reader into the picture by showing how he or she can enjoy your

Copyright © Glencoe/McGraw-Hill
product or service in a special way or how it can save time, energy, or money.

Your sales letter will hold the reader's interest when it gives information
on how to live more comfortably or how to do a better job. Specifically, your
message may appeal to one or more of these basic desires:

* To be comfortable, healthy, and attractive to others

¢ To have attention, praise, material possessions, relaxation, and

enjoyment

¢ To avoid pain, trouble, and criticism, or

¢ To protect personal reputations and families

In your message, you may stress an appeal to desire—an emotional

&

appeal—or an appeal to reason—a rational appeal. In most cases, however,

Chapter 11
 ———

you will want to touch on both appeals since buying usually dependson FGOTES i
f
both reason and desire.
A Varied
With the exception of impulse purchases, people seldom buy something Approach
just because they have a logical reason for buying it or just because they —_ Most successful sales _
want it. For ; example, a rational reason to buy a car is that you need it for Tessages combine rational
ae m appeals (appeals to reason)
transportation, but you make decisions about style, color, and other fea- and emotional appeals (appeals
tures based on what you like. to desire).
One benefit of your product or service usually appeals most forcefully to
a targeted group of prospects. Make this benefit the central selling point of
a letter to that group. As you develop this leading appeal, back it up with a
discussion of other benefits that may also appeal to these prospects.

Suppose you are selling shoes, for example. Although your CSP may be
your product's durability, you would also certainly want to mention such fea-
tures as good fit and comfort. In another letter your CSP may be style. In that
letter, while stressing that the shoes are stylish, you might also point out that
they fit well, are comfortable, and keep their fine appearance with continued
wear. In every sales letter, develop the appeal from the reader's viewpoint.

Use Accurate Information and Show Sincere Interest in

the Reader
Concentrate on facts, not on opinions or exaggeration. Misinformation in a
sales letter is unethical and can endanger the success of your message. Your
reader may be fooled by misrepresentation and may believe you once—but
certainly not twice. Remember that most organizations depend on repeat
sales for their profits.
Being sincere in selling includes having confidence that the service you
offer will be useful, practical, and economical for the buyer. Your sales mes-
sage will not reflect sincere interest in the reader unless you believe that
when you make a sale, you make a friend. Remember that making friends—
developing trust—is the key to making repeat sales.

Convince Your Reader That the Time to Respond Is Now

Imagine yourself talking with, instead of writing to, your prospective buyer.
Think of the reasons the prospect might give for not buying or for waiting
until later to decide to buy. Then answer those objections in your letter
before the reader has a chance to think of them.
Hopyright © Glen

At times the reader may object or hesitate because he or she cannot

accept all the claims you have made for your product. You must therefore
present evidence to back up your statements. The following are three kinds NOTES
of evidence often used to back up sales claims effectively. One Move
Ahead &
Vivid Description of the Product’s or Service's Use. Why does the reader _ Anticipate the prospective
need your product or service? To answer this question, take a problem-solv- buyer's reasons for not buying
and answer those objections
ing approach. First, you must identify a problem that the reader has. Then, fahora the bimerretars io tom
in your letter, present your product or service as a solution to that problem.

Persuasive Messages 311

 Refund Tactic. A classmate buys a laptop computer with a money-
back guarantee. This person uses the computer to write two term
papers for his classes and then returns the computer to the store
to get a refund. Is this legal? Is this ethical?

Sample, Trial Use, or Money-Back Guarantee. Sometimes you can provide

tangible evidence—a free sample or a trial use of your product or service—
so that your reader can personally test your claims. Another way to convince
the reader that all you say about your product is true is to offer a money-back
guarantee. Or you may suggest that no payment is necessary unless or until
the customer is satisfied that your product lives up to the sales promises.
Notice how well the writer of the following excerpt from a sales letter under-
stands the importance of evidence:

Perhaps you are skeptical. It’s natural for you to want proof about a
sales Claim. \ want to prove mine by having you try the SAFEGUARD
system in your own home without me around to put on any pres-
sure. In short, you be the judge. Either the SAFEGUARD system is
good—and will work well—or you return it at no cost to you.
You don’t need to make up your mind now. Just mail the enclosed
postpaid card. In a few days the SAFEGUARD system will be there
for you to try.

Performance Facts and Endorsements by Users. Facts based on actual

experiences with a product or service or testimonials from current cus-
tomers offer strong sales support. Both performance facts and testimonials,
including authentic endorsements, are sometimes included in sales letters.
More often, though, survey and test results, as well as authentic endorse-
ments, are used in brochures or other literature enclosed with a sales letter.
If your reader puts off a decision to buy until later, his or her enthusiasm
for your product may cool. To avoid this and encourage an early decision,
sales offers may present incentives such as a reduced price or added product
or service featurés. For example, suppose you are trying to persuade a reader
Copyright © Glencoe/McGraw-Hill
to buy an air conditioner in January. The prospective customer may ask,

Why should | buy now—why not wait until summer?

| just don’t have that much money to spend right now.

Your sales letter wouldn't mention these objections, of course, but it could
anticipate them. You might want to offer incentives such as the following:

* Areduced January sale price, which will go back to the regular price
in February
* Astorage plan, by which you keep the air conditioner until the cus-
tomer requests delivery and installation

¢ Extended credit arrangements, with the first payment delayed until

April 1

Chapter 11
 Avoid High-Pressure Selling
Never try to force the reader to buy—most people resent being ordered NOTES /-
f
around. Don't even tell the reader he or she needs what you are selling.
Re
No Bullying
Instead, you will usually get better results by telling what your product or Never try to fo
service can do and then leaving the decision to buy to the reader. Be sure to the reader to buy,
avoid exaggerated comparisons between your product or service and your
competition's product or service.

Introduce the Reader to the Enclosure

If you send a brochure or other enclosure with your sales letter—and you will
usually want to do this—you can make the enclosure an integral part of your
sales message if you keep two ideas in mind:

* First, refer to any enclosures only after you have provided enough
information to interest the reader. Make the reader want to finish
reading your letter before making a decision about buying.
¢ Second, refer to an enclosure by suggesting that the reader observe
something interesting about it or by offering the reader a specific
course of action. The sentence “I have attached a reply card” sparks
no interest and prompts no action on the reader's part. In contrast,
the reader is drawn to action by these directions: “All you have to do
is check your choices on the enclosed postpaid reservation certifi-
cate, fold, seal, and drop it in the mail.”

Talk About Price at the Best Psychological Moment

Naturally, somewhere in your letter you must talk about the cost of the item you
are selling. Few people will decide to buy a product before they know its cost. If
you think the reader will consider your product a bargain at its price, then stress
the price—as good news—by mentioning it near the beginning of your letter. In
this case, price may even be the central selling point headlined in your opening
sentences. On the other hand, if you think your price may seem high to the
reader, present it toward the end of your letter—make the reader want your
product before he or she knows the cost. Also, make the cost seem less by show-
ing how much the reader will be getting for the money. Notice how cost is linked
Copyright @ Glenqoa/ Macaw Mil

Copyright © Glencoe/MoGraw-Hill

to benefits in this excerpt from the next-to-last paragraph of a sales letter:

Teachers and parents have discovered the tremendous value of Nature

Magazine in educating youngsters through the mystery and fun found
only in this fantastic nature-oriented magazine. It’s filled with great
pictures and true stories about children around the world, science and
adventure, games and puzzles—everything a child loves. A gift sub-
scription for a full year (12 issues) of Nature Magazine is only $18.

Here’s another excerpt showing the same technique:

Cook with this 21-piece set for 15 days. Fry with it... braise with it
. . . boil with it. Try your old favorites and take a stab at something new.
You’re under no obligation. But if you’re as delighted as I’m sure you
will be . . . keep it—for just $12.95 a month for the next 12 months.

Persuasive Messages 313

NOTES /; Close With a Request for Action
i
Closing Call The closing paragraph of your letter is often the key to getting the reader to
act. The closing paragraph should tell him or her exactly what to do—with-
of your sales letter is often thé out specific, easy-to-follow directions, the reader may only think about buy-
key to getting the reader to act. ing your product or service. Be positive when you request action—assume
the reader wants to do as you ask. The following are examples of positive,
specific requests for action:
e Ask the reader to fill out and send in the enclosed order form.

¢ Ask the reader to come into the store for a demonstration session—
tell where and when the session will take place and what it will
include.

e Ask the reader to invite a representative to call, and give the repre-
sentative’s name, phone number, and office hours.

Whenever you can, point out a reason for acting at once. Remember that the
longer the reader waits before acting on your suggestion, the less likely he or
she will be to act at all. Even when the reader is interested in your product
and wants to buy, a little push for action from you is usually needed. Your
closing paragraph can provide this push with a three-way call for action—in
closing, tell the reader all of the following:
¢ What to do

¢ How to do it (make it easy)

* Why it should be done promptly

Notice how the italicized words in these closing paragraphs from an effective
sales promotion letter demonstrate the three-way call for action.

Take just a moment to jot your name on the enclosed postpaid order
card, drop it into a convenient mailbox, and we'll see that your E-Z Go
pullcart is on the way in less than a week.
If you send a check or money order, we'll pay all express charges. Or,
if you prefer, we'll send the pullcart COD. Just check the appropriate
box on the order card.
With an E-Z Go pullcart, your next round of golf will be the easiest and
most enjoyable you have ever played!

Short closing paragraphs often combine the three elements of a call for
action in one or two sentences:

There’s no need to bother with a check at this time—t'll be glad to

bill you later—but do avoid missing a single exciting issue of LEISURE

Goto_ TRAVEL by returning the postpaid card today.

Look at the Superior Mobile Communications sales letter shown in Figure

Activity 11-5 11-9. This letter doesn’t use a high-pressure sales approach, but it does as&
To test your skills for action in its last paragraph.

Chapter 1?
 Figure 11-9
Closing with a request for action
on MOBILE LUNIA EDD, prompts the reader to respond.
: ille.
J * Westerv OH 43081 * 614-555-5536 Ss
. Road

October 8, <yYRAR>

Mr. Charies H. Gold

936 Lane Road
Columbus, OH 43230

Dear Mr. Gold;

Since business demands @ great deal of you--making your lime very limited and your
decisions critical--when you need answers, you need them NOW.

Superior Mobile Communications understands your need for fast responses, We can help
you put the resources you need within fingertip reach anywhere you travel. How? Through
car telephone service you can maintain constant contact with your office and important
clients. You can make those necessary decisions and meet those crucial deadlines from the
convenience of your own car.

Literally thousands of busy executives, just like you, are using car telephone service every
day to improve their business by converting wasted travel time inte productive travel ime.

Give me a call at 614-555-5536, or complete and return the enclosed reply card. I'll be
happy to answer any questions you may have and to provide you with a personal
demonstration on the cost savings ofa car telephone

Don’t Jet another day go by, Call today and stay in touch tomorrow,

Sincerely,

SUPERIOR MOBILE COMMUNICATIONS

Paula R. Martin
Personal Communications Representative
Mobile Telephone Sales

dms
Enclosure

Checkpoint 11.2
Hill
Copyright © Glencoo/MeGraw-

|
1. Identify one advantage and one disadvantage of sending indirect
sales letters.
For you, what would be the most challenging and the easiest part
nM

of writing a sales letter?

3. In your opinion, why is high-pressure selling usually not effective?

Writing Sales Letters to Dealers

Before you prepare a sales promotion letter for a prospective customer, ask
yourself, “How will this customer benefit from the product or service I’m
selling?” Then plan your letter around the answer: your product will help

Persuasive Messages 315

your reader have more fun, do a better job and do it more quickly and easily,
or to save money.

When the prospective customer is a dealer (an authorized sales agent), you
should ask the same question. The answers—the benefit to the reader—will
be different, however. Dealers are interested in products and services that will
help them play their own role (to sell the products to consumers) better and
will increase their profits and decrease their expenses. You will, therefore,
need to use a somewhat different sales approach in your letters to dealers.

You can stress two important benefits in your sales letters to dealers:
turnover and markup.

Emphasize a Quick Turnover

Naturally, a retailer is more interested in how much product can be sold ina
short time than in any other fact about the product. No matter how much
potential profit can be made on an item, as long as it sits on the shelf, it earns
no profit for the dealer. Letters to dealers should therefore stress how fast a
product will sell—how fast it will “turn over”—and give facts to prove its popu-
larity with the dealer's customers.

Stress a Profitable Dealer Markup

After salability, the dealer’s next interest is markup, the difference between
the price the dealer pays for the product and the price at which it is sold.
(This difference is not the profit; other selling expenses must be deducted
before the dealer makes any profit. Turnover and markup, however, are
important factors in determining the profit.) Your sales letter should con-
vince the dealer that the difference between buying price and selling price is
large enough to ensure a worthwhile profit.

The opening paragraph in letters to dealers usually captures attention and

arouses interest if it tells what a product or service can do for the reader. A
successful opening may be a direct comment about the salability of a
product and the markup on the product, as is the following:

A quick sale anda 60 percent markup are yours

Mill
When a customer spots
© Glenooe/MoGraw

EASY-BOY DELUXE RECLINERS

On your showroom floor!

When you are writing a sales letter to a dealer, make sure to adapt your whole
letter to the dealer. Talk about customers’ use of your product and the fea-
tures they will like. Talk about prices and the advantages of buying in quan-
Oopyriaht

tity. Also, stress the ways in which you (the manufacturer and/or distributor)
can help the dealer increase the sale of your products. The following are
examples of aids you might offer to the dealer for this purpose:

¢ National advertising, which will bring customers into the dealer's

store asking for the advertised product or service

* Copy for the dealer's newspaper advertising

Chapter 117
 Figure 11-10

Unlimited
This promotional letter informs
the receiver of a promotional
package.

1192 South College Street

Ann Arbor, MI 48104
313-555-4831
February 25, <year>

Mr. Anthony DeLourdes

102 Vaughn Street
Ann Arbor, MI 48104

Dear Mr. DeLourdes:

How do your customers react to the words “FREE” and “WIN”? The TREASURE CHEST
(shown in detail in the enclosed brochure) will appeal to passersby because you offer them
the opportunity to WIN it! All the prospective customer has to do is complete an entry
form with name and address and drop the form into a box!

In one package, you get everything you need for a successful promotion; the TREASURE
CHEST containing prizes for the whole family, a giant colorful window poster, 1000 entry
forms, and an entry box,

The cost? Only $49.95 each! The result? The TREASURE CHEST will bring shoppers
inside your doors!

Take 4 moment to fill in the postpaid order card and drop it into the mail. Your
TREASURE CHEST will be shipped the day after we receive your order, If you're not
completely satisfied just return the package within 10 days, and vou will owe nothing.

If you enclose your check with your order, we'll prepay all freight charges.

Sincerely,

Andre Perkins
Senior Marketing Manager

Enclosures

* Store display materials and suggestions

¢ Envelope stuffers (flyers), posters, catalogs, and other publicity items

A variation of the dealer sales letter is seen in the letter about a promotional
package offered by Promotions Unlimited (Figure 11-10).
Copyright © Glerooa/MoGraw-Hi

Replies to Inquiries as Sales Letters NOTES

Every inquiry you receive about your products or services is important Sales Invited
because it opens a door for your sales message. Sales promotion letters writ- Sales promotio :
ten to answer these requests for information are often called invited, or letters written to answer
solicited, sales letters. requests for information
are called invited, or solicited,
The big difference between invited sales letters and other sales promo- sales letters,
tion letters is that you start invited sales letters with a direct answer to a
question asked in an inquiry. You do not need the attention-getting openers
used in sales promotion letters because you already have your reader's
interest—the reader is interested in the answers to his or her questions. You
can best hold that interest by answering all questions—direct and
implied—completely and promptly.

Persuasive Messages 317

Figure 11-11
This sales cover letter invites the
reader to make an appointment.
|) S@CURITY Ik.
1719 Elvis Presley Road + Robinson, MS 38664 + 901-555-1300

June 19, <ykAR>

Mr. David Hearst

3801 Priscilla Road
Memphis, TN 38119-7229

Dear Mr. Hearst:

The FBI Uniform Crime Report states that 85 percent of home burglaries are performed by
amateurs. These unskilled amateurs are in the home an average of 4 to 7 minutes because
they know it takes the police an average of 13 minutes to respond to an alarm,

They literally run through your home looking for anything of valuc, anything that can be
sold easily. They know they don’t have the time to spend looking for things that are not
readily accessible to them because the police are going to be there in a few minutes, Let
me emphasize that this all takes place whether there is an existing alarm system or not,

No one can do anything to completely stop the professional. But Home Security, Inc. has
come up with a way to cost him or her a lot of time and trouble and to virtually eliminate
the theft of your valuables by the amateur.

As illustrated in the enclosed brochure, the product you need is a safe—custom-built to

specifications, completely fireproof and completely hidden somewhere in the home,
office, or car. The safe includes a specially designed double-entry system and is placed in a
location easy for the owner to get to but completely hidden from anyone else. We have just
eliminated 85 percent of the burglars

Our concept is quite simple: “If they can't find it, they can't steal it.” We can proudly say
that for more than ten years in business. not one of our safes has ever been found.

We look forward to talking with you about incorporating this convenient system in your
home. J will call you next week to set up an appointment

Sincerely,

Lonakd,
2. Nncerern
Ronald E. Anderson
Account Manager

lac
Enclosure

In invited sales letters you should, of course, stress the advantages to the
Qopyrghit @ Gleneee/Metirayw Hil

reader of using your product or service. You should also close with the
three-way call for action, which tells your reader (1) what to do, (2) how to
do it (make it easy), and (3) why it should be done promptly.

For help in writing a sales letter in reply to an inquiry, refer to Chapter 9,

“Messages for Inquiries and Requests.”

Cover Letters as Sales Letters

Cover letters often succeed as sales messages and may be as effective for that
purpose as answers to inquiries or as uninvited cold-turkey sales letters. Look
at the Home Security letter shown in Figure 11-11, which illustrates this type of
letter. For a review of cover letters, reread “Cover Letters” in Chapter 9.

Chapter 11
 Writing a Sales Letter Series
A series of sales promotion letters may be sent to prospective buyers when
the seller feels that one letter won't accomplish the job of selling the product
or service. The two most common kinds of sales letter series are the wear-out
series and the campaign series.

Wear-Out Series
In the wear-out series, a number of sales letters are prepared. Each is com-
plete in itself and independent of any other letters or advertising plans. The
first letter is sent to a selected list of prospects. Then other letters are sent at NOTES
intervals to each prospect. The series continues for as long as the seller Wear Them Out
believes the prospect may still be in the market. Every letter in the series tries The wear-out §
to get an order. This type of letter series is used chiefly for selling inexpensive of sales letters is used
primarily for inexpensive
merchandise. An example might be a series of letters to sell scale model
merchandise.
antique cars.

Campaign Series
In the campaign sales series, a number of sales letters are prepared. Each one
builds on the preceding one. As you plan these letters, decide on the number
of letters to be sent and the intervals—often 10 to 15 days—at which they will
be sent. Plan to send a complete series of letters to each prospect; ordinarily,
you would not expect an order from your prospect until all the letters had
been received. Frequently, this direct mail advertising is coordinated with
newspaper, magazine, radio, and TV publicity. This type of letter series is
used primarily for selling expensive merchandise. An example might be a
very expensive luxury car.

CHAPTER 11 SUMMARY

In persuasive messages you are selling your ideas as well as your organiza-
tion's image and goodwill. The four types of persuasive messages discussed
in this chapter are letters to public officials, letters to the media, persuasive
© Glencoe/McGraw-Hill

requests, and sales messages. Either the direct approach or the persuasive
approach (depending on your topic) may be used in the letters to public offi-
cials and letters to the media. Remember, in the direct approach, start with
your request and follow with your reasons, explanations, and selling points;
in the persuasive approach, wait until the end of your message to ask for the
action you want. The persuasive approach is also used for persuasive
Copyright

requests asking for donations, cooperation, gifts, or favors, and for sales let-
ters written to sell a product or service. The persuasive approach usually
uses the AIDA formula—attention, interest, desire, and action.

Take a moment to review the chapter before you complete the exercises
in the following Worksheets. You may also want to complete the following
Online Exercises if you have access to the Internet.

Persuasive Messages 319

 GE i
aL ee ory tt date aii eat atti

When you make a mistake and don't realize it, you probably want someone to set
you straight. You may not enjoy having your efforts criticized, but, at the same time,
you can't learn from your mistakes if you are not aware of them. Criticism, then, is
an unpleasant but sometimes necessary tool. Constructive criticism is the only
kind of criticism that is acceptable in the workplace. It focuses solely on the error,
not on the person who made it. The point of constructive criticism is to offer sug-
gestions that a worker can use to improve his or her performance.

Critical Guidelines
If you offer constructive criticism to a coworker, the following steps can help:

¢ Meet with the person in private, and then point out the person's error.
Focus only on the error. Example: “Nina, I noticed that you have not
been signing out when you leave the office.”
Explain your concern about the error. If you mention your feelings, be
sure to focus on the error as the cause, not the person. “The staff and I
are often frustrated because we waste time hunting for you.”
Suggest a specific change or correction. “Why don’t you make sure you
walk by the sign-out board on your way out?”
Assure the person of his or her value before ending the conversation.
“Your input is important. That's why we need to know where you are
throughout the day.”
Always be polite and professional when giving criticism. Also, be prompt.
Don't wait until your coworker's error becomes a chronic habit. If you are on
the receiving end of constructive criticism, stay calm, be positive, and, if nec-
essary, apologize. Try to see the problem from your coworker's point of view.

va

Y [hinking Situation: A coworker has vol-

a's unteered to key in and distribute
Critically notes from the weekly meeting.
' ~~"
Twice this month he has not
delivered the notes before the
next meeting. Without the notes, time is wasted as people discuss
items that have already been resolved in previous meetings.

Ask Yourself: How would you offer constructive criticism to

your coworker? What suggestion would you make?
 66 The first order of busi- @) rders are the lifeblood of any organization. Without orders for its products
ness is an order; without and/or services, a business organization cannot survive, but getting the
an order, there is no orders is only half the battle. Receiving payment is just as important in keeping
business. 99 an organization in business. In this chapter we will discuss messages that deal
—Unknown with placing orders (by both traditional and electronic methods), writing order
letters, acknowledging orders, buying on credit, and collecting payments.

SENDING ORDER MESSAGES

With today’s technology, there are many convenient ways (both oral and
written) for customers to order products and services. These include com-
pleting and mailing or faxing purchase order forms, placing orders by phone
a or fax, and ordering via the Internet.

Mail-Order Forms
Some organizations sell their merchandise only through mail-order cata-
logs. Many other companies also market their products through catalogs.
Mail-order companies include order forms with their catalogs for the fol-
pi hinking Cap) 42,4 lowing reasons:
Discuss: Why can't private ¢ They help the buyer give complete order information.
shipping companies or carriers e They are faster and easier to read than order letters.
: such as Airborne, UPS, etc.,
deliver to a post office box? ¢ They are convenient for both the buyer and the seller.

When you are completing an order form, remember that only the United
States Postal Service can deliver to a post office box number—all other ship-
ping companies (FedEx, Airborne, UPS, etc.) require a street address. Mail
orders usually include an additional charge for shipping and handling,
which is paid by the buyer. In addition, some organizations are required to
charge sales tax. Sales tax rates vary from state to state.
OPINED CiVerEGe/ MOC aw «Hil
Sometimes you may want to send an order by mail, but no order form is
available, or you need to include explanations that will not fit on the order
form. In this case, you will need to write an order letter.

Order Letters
Order letters are easy to write because (1) capturing the attention and inter-
est of your reader is no problem (your letter is bringing business), and (2) no
convincing or persuading the reader is necessary. All you have to do is write
a letter that can be read quickly and that makes it easy for the reader to fill
your order. If you write clearly enough to let the recipient know exactly what
you want and make satisfactory plans to pay for it, you'll get a response.

Chapter 12
 When you write an order letter, you should use the direct approach. For
clarity, an order letter should contain the same information that an order NOTES
form does. You should give every order letter the who, what, where, when,
Writing Orders
why, and how test to be certain it will accomplish its intended purpose. The
An order letter
following are five guidelines for writing effective order letters. should include the same
information that you find on an
order form. Apply the who, what,
Write Orders, Not Just Hints where, when, why, and how test
Legally, an order letter is the “offer” portion of a contract. The “acceptance” to order letters.
portion of the contract is completed when the seller sends an acknowledg-
ment or sends the merchandise. When writing orders, be sure to use specific
and direct openings such as “Please send me...” or “Please ship ...” rather
than vague phrases such as “I’ve been thinking about... ,” “I'm interested
in...,” or “I'd like to....”

Give a Complete Description of Each Item

Include the following information in your order letter:
¢ Name of product
* Catalog (or model or stock) number
¢ Description of product, including the following, if appropriate:
. color
. size
Now NH

. material
fF ©

. grade or quality
. pattern
. finish, and
. any other details available

e Unit price

¢ Quantity

e Total price for desired quantity

Any other related information that would help identify the exact
Copyright © Glencoe/McGraw-Hill

product you are ordering, such as where the product was advertised

Give the Order Information in a Clear Format

To make your letter easy to read, do either of the following:
¢ Write one, single-spaced paragraph for each item you are ordering,
and separate the paragraphs with double spacing.
e Arrange your order in a table format similar to that of an order blank.

When you are giving several sets of items, quantities, and prices, you will
find that using a table format makes your message clearer than writing the
information in sentences.

Order, Credit, and Collection Messages 329

 Tell How You Will Pay for the Order
Indicate which of the following forms of payment you will use:
¢ Personal or company check

* Cash on delivery (c.o.d.)

¢ Money order

¢ Credit card

If you want your order to be charged to a credit card, give the name of the
credit card, the credit card number, and the expiration date printed on the
card. Also, if the printed name on the credit card differs from the signature
and keyed name on the order letter, be sure to include the exact name of the
cardholder. Remember to add any applicable shipping charges and sales tax
to the total cost of your order. (See Figure 12-1.)

Tell Where and When You Want the Merchandise Shipped

In your order letter, specify a shipping address, or ask to have the merchandise
sent to your return address found at the top of the letter or below your keyed
name. Also, if you need the order by a certain date, be sure to include that date
in your order letter. If you have a preference regarding the method of shipment,
you will need to specify that. Otherwise, the seller will choose the shipping

Figure 12-1
This is a well-written letter that
follows the five guidelines for 132 Voorhees Street
order letters. Harrogate; TN 37752

Ss 1-800-555-9756
" = Fax 1-800-555-9756
=o
=— e-mail: [email protected]

Februury 25, <vear>

Compudats Corp
1557 S. Grove Highway
LaPlume, PA 18440

Ladies and Gentlemen: Oonyriaht © Glenaoe/MoGraw-Hill

Please send me the following, as advertised in your Fall/Winter catalog on page 39

Enclosed is my Check 1226 for $170.68. Picase ship the software to the address in the
letterhead. We would appreciate receiving the software by March 7

Sincerely,

Carol Willis
Office Manager

bs
Enclosure

330 Chapter 12
 method and will send the merchandise when it is convenient. This may be a
problem for you if, for example, you need the merchandise in a hurry. In that NOTES
case, you may be willing to pay the extra cost for overnight delivery. Free on Board
Merchandise is shipped either FOB destination or FOB shipping point. Merchandise is
shipped FOB destination
(FOB stands for “free on board.”) If merchandise is shipped FOB shipping
(seller pays shipping charges) or
point, the buyer pays shipping charges over and above the cost of the mer- FOB shipping point (buyer pays
chandise. If merchandise is shipped FOB destination, the seller pays the shipping charges).
shipping charges, and those charges are included in the price of the mer-
chandise. For example, if merchandise is shipped FOB Chicago, the seller
pays the shipping charges to Chicago, and the buyer pays the shipping
charges from Chicago to the destination.

Phone and Fax Orders

Radio, television, newspapers, magazines, and newsletters all carry ads to
sell products and services. These advertisements often give a phone or fax
number (usually toll-free) you can use for ordering. One advantage of order-
ing this way is that it enables you to find out immediately if the product you
want is in stock or if it can be back-ordered. You can also get the approximate
date of delivery.

When ordering by telephone or fax, you should give the same informa-
tion you give in a written order letter. Be cautious, however, when giving
your credit card number over the phone for payment—make sure that
someone does not overhear you and later use your credit card for unautho-
rized expenditures. A good rule of thumb is this—if you initiate the call, it is
usually safe to give your credit card number for payment. If someone calls
you (a telemarketer) to sell a product or service, then you should be more
cautious about giving out your credit card number. goto_
Make notes about your phone order, including the date and time you
called as well as the name of the person with whom you spoke. In other
GAO Activity 12-1
words, you can create your own written record of the order. To test your skills.

Internet Orders
Copyright © Glencoe/McGraw-Hill

Online shopping is in its infancy, but it is growing fast. Many products and
services can now be purchased from Web sites on the Internet. You can click
through products on a shopping Web site just as you would flip through the
pages of a catalog. Select the product(s) you wish to order, key in your credit
card number and shipping information, and click to send your order to the
company offering the item for sale.
eerpr ptr

The main concern consumers have about online shopping is the fear of
sending credit card information over the Internet. Because of this concern,
internet
many shopping sites on the Web automatically encrypt all of the personal infor-
Virtual Bookshelves
mation of the buyer as well as the buyer's credit card information. Encrypting
Go to amazon.com and look at
the information means it is scrambled and can‘ be read as it travels over the the information on some of the
Internet. Once the buyer's order and payment information arrives at its desti- millions of book titles listed.
nation, it is locked into a computer that has no connection to the Internet. Verify the ordering instructions.

Order, Credit, and Collection Messages 331

 To counteract consumers’ fear, credit card companies are using a system
called Secure Electronic Transactions (SET). This system was jointly devel-
oped by MasterCard and Visa for transmitting credit information over pub-
lic networks. SET assures consumers that the seller's payment procedure
has been tested for security. This is usually indicated by the appearance of
a lock symbol on the bottom of the screen.

Hidden Charges. An ad offers antique coins for sale for $59 each.
Nothing is said about any other costs. You order a coin, and when
the invoice arrives, it includes a shipping fee of $10 and a handling
fee of $15. The postage on the small box is $3. Even if this is
legal, is it ethical? What would your response be?

Legally, an acknowledgment message completes the contract of a sale; but

for the seller, its major purpose is to encourage future orders. Although some
NOTES organizations take orders for granted and think acknowledgments are
Prompt unnecessary, you should remember that orders may not be routine for the
Response buyer. A letter acknowledging an order can actually be an excellent opportu-
Acknowledging nity to resell your product and your organization. The acknowledgment
an order is an
should be sent promptly to take advantage of the opportunity to resell your
opportunity to resell
your product and your organiza- organization and its products.
tion as well as encourage future
orders. Acknowledgments
should be sent promptly. Form Replies to Orders
Types of order acknowledgment used by businesses include the following:
postal cards, acknowledgment forms, duplicate invoices, or form letters.

Postal Cards
Postal cards with “filled-in” or “merged” information are particularly Oaepyrlant @ Olenone/Medinaye Hill
favored by large organizations doing business with customers by mail.
such as catalog houses and large department stores. Some of these firms
send cards printed with general acknowledgments, but most firms use
preprinted cards that provide space for filling in details about a specific
order and the expected date of shipment. (See Figure 12-2.) Sending these
acknowledgment cards is especially important when the merchandise is
being shipped to someone other than the buyer.

Acknowledgment Forms
Acknowledgment forms are usually set up like a form letter with several dif-
ferent items and a box in front of each. The sender simply puts a check mark
in front of the items that apply to the particular order.

Chapter 12
 Figure 12-2
Many businesses use acknowl-
Deutsch [itis edgment cards that can be filled
in and mailed quickly.

Dear Customer:

Thidingeap 12.2
Thank you for your order for:

10 Tallman White Dress Shirts Discuss: If you order a gift box

Size 16 x 34, Style A of cheese and jelly to be sent to
a friend as a gift, why is it impor-
Your order is scheduled to be shipped on: tant for the seller to send you an
acknowledgment card?

Tuesday, September 23, <YEAR>

Duplicate Invoices
When an order is processed, the seller must prepare an invoice or a bill. At
that time, an extra copy of the invoice can be made and marked as an
“Acknowledgment—This Is Not an Invoice,” or something similar. The
acknowledgment copy can then be sent to the customer immediately.
When the customer receives it, he or she will know that the seller is pro-
cessing the order. The customer also knows the final cost and the payment
terms. Often the shipping date is shown, too. Remember that a duplicate
invoice is the least effective method of acknowledgment because many
customers resent receiving a copy of the bill before receiving the merchan-
dise they ordered.

Form Letters Thdiggagp 12.3

Individual letters do the best job of building goodwill. With the technology Discuss: What is the
available today and the ease of personalizing letters, individual acknowledg- advantage of sending an
acknowledgment form with the
: ment letters are becoming economically feasible. We will discuss the content
and outline for letters like these later in this chapter.
appropriate items checked over
an individually written acknowl-
Copyright © Gleoncoe/MeGraw-Hill

: Form replies to acknowledge orders should reflect the same care in

edgment letter?

¢
:é
preparation that your organization gives to filling an order. Sending an
unprofessional-looking card or letter may give a customer the impression
that you will also be sloppy in processing his or her order. Or a cold, formal

¢ acknowledgment may make a customer see your organization as cold, for-

= mal, and uncaring.
5 You can use form acknowledgments successfully if you remember that
no matter how many orders you get each day, each order is important to the
customer who sent it. The form letters you use to acknowledge orders
should be revised and updated periodically so your frequent customers will
not feel as if they are being taken for granted.

Order, Credit, and Collection Messages 333

 Situations Requiring Acknowledgments
An acknowledgment is a must in the following situations:

Customers’ First Orders

o

Never miss the opportunity to make your first impression on a customer a

positive one. You want to welcome the customer and encourage him or her
to buy from you again.

Incomplete or Unclear Orders

When information is missing in an order, it is important to get the missing
information so that you can fill the order. When asking for this information
do not criticize your customer. Don't tell them they forgot something—just
ask for the information you need, and encourage a quick response by enclos-
ing a reply envelope.

Unusually Large Orders

When you receive a large order, you can build goodwill for future business by
letting your customer know that you noticed and appreciated it.

Orders for Discontinued Items

When you receive an order for a discontinued item, you have a real oppor-
tunity for selling when you suggest an alternate product. You may do this by
sending a form message to the customer with printed information about the
substitute item. Look at the form acknowledgment shown in Figure 12-3.
The form is part of the wraparound (printed material that is folded and fas-
tened around an enclosure) used to hold the enclosed information about the
substitute item. The back page of this form is the order blank.

Orders Requiring a Delay in Shipment

Occasionally an item will be out of stock; therefore, it must be back-ordered
and shipped later. You can help keep the customer's goodwill by informing
him or her when shipment can be expected.

Figure 12-3
This message form gives impor-
© Glencoe/MeGraw-Hill

tant information to customers.

Deutsch mou
THANK YOU FOR YOUR ORDER...

We have something similar to what you ordered—a

flyer with a picture and description of it are enclosed.
Oopyright

For your convenience, an order form and postpaid

return envelope are enclosed.

Remember Deutsch Brothers’ money-back guarantee

ensures your complete satisfaction.

334 Chapter 12
 Orders for Products Sold Only Through Dealers
Although it may be your policy to sell your products only through dealers, it
Thiigap 12.4
is never a good idea to use the phrase it is our policy—a customer may expect Discuss: Why would some
organizations sell their products
you to change your policy. Instead, explain what your policy is. If you must, only through dealers? Can you
say “it is our practice’—that phrase isn't quite as strong. name an organization that
does this?
Orders From Customers With Poor Credit
Sometimes an order must be refused because of the unsatisfactory condi-
tion of the account ofa customer buying on credit. Discussing the details of
the customer's credit history will only make the customer defensive. In
these cases, try to find an alternative payment method for the customer. For
example, you might offer to send the order COD or ask the customer to send
50 percent of the payment before you ship the merchandise.

ORDER ACKNOWLEDGMENT LETTERS

Each situation in the previous section will require either a routine acknowl-
edgment letter, a special acknowledgment letter, or an acknowledgment
refusing an order. These types of acknowledgments are discussed next.

Routine Acknowledgments
A routine acknowledgment should be sent when a complete and accurate
shipment can be made. When you write a routine acknowledgment, use the
direct or good-news approach, and follow the guidelines as you reply to:

e Acustomer’s first order

e An unusually large order

1. Start With the Good News. Tell when and how the merchandise
will be shipped. Assure the customer that you are handling the Tadigap 12.5
order promptly and efficiently, but be careful not to promise that Discuss: Why should you
Copyright © Glencoe/MoGraw Hill

the goods will be delivered on a specific date. Usually it is safer to avoid promising that the goods
Hill

tell the customer when the merchandise was shipped. will be delivered on a specific
Copyright © Gloncoe/MeGraw-

date?
2. Repeat the Essential Details of the Order. In your acknowledg-
ment, repeat the essential details of the order including the date of
the order, order number, product name(s), quantity, size (if applic-
able), cost, and any other applicable information. Remember that
it is much easier to read information in a list form than in para-
graph form.

3. Build Goodwill. To build goodwill, thank your customer for the

order. Emphasize your service attitude by stressing how your prod-
uct or service can help him or her and by using a sincere and
friendly tone. To be sure your letter projects the best image of you
and your organization, make it look professional.

Order, Credit, and Collection Messages 335

en

4. Resell Your Product and Your Organization. Reassure the reader

about the quality of your merchandise (including any guarantee or
warranty) and the reliability of your organization. Show genuine
a

goto interest in the customer and a desire to serve. Avoid using self-cen-
tered phrases such as “Our product ...,” “We also make...,” and
rr WoOui=y “We'd also like to sell you... .” Instead, use the “you attitude,” and
Activity 12-2 be specific about the advantages of your merchandise and your
To test your skills service. Also, tell the customer that you are looking forward to
future orders.

Special Acknowledgments
Tidingap 12.6 A special acknowledgment should be sent when you cannot fill an order in a
timely manner. An acknowledgment letter for bad-news situations like these
Discuss: Indicate which is a should use an indirect plan and should be sent in reply to the following:
better opening: “Thank you for
your order for... .” or “We have e An incomplete or unclear order
received your order for... .”
e Orders for discontinued items
Why?
e Orders requiring a delay in shipment

In these messages, place the emphasis on what you can do rather than what
you can't do. Whether you are speaking or writing, avoid negative words such
as can't, delay, unable, won't, failed, forgot, error, and mistake. Use the follow-
ing plan for writing special acknowledgments:

4. Thank the customer for the order. Indicate your appreciation for
the order, or, if appropriate, say something favorable about the
merchandise.

2. Repeat the essential details of the order. List the essential details
of the item(s) ordered. (See the list under “Routine
NOTES Acknowledgments” on page 335.)

Keep It Positive 3. Address the problem. Specify what information you need to com-
In a bad-news plete the order (remember to avoid emphasizing the customer's
message, keep the emphasis error), state the reason for a delayed shipment, or suggest an alter-
on what you can do rather than
nate product ifa requested one is unavailable. If you ask for a
on what you can’t do.
no00/MeGraw-Hill

response from the customer, include a reply card or a return enve-

lope to help you get a prompt, complete answer.

4. Give shipping information. If you will be shipping an order, state

when and how the shipment will be made.
S
S$

5. Resell your product and your organization. You can effectively use
resale techniques here by pointing out the quality of your products =
>
and the reliability of your organization. By reselling your merchan-
dise, you remind the customer that delivery is worth waiting for.
hal

6. Promote goodwill in the closing. A goodwill closing should indi-

cate your desire for the reader to be satisfied with the merchandise
or your desire to give good service to your customer, or both. The
letter shown in Figure 12-4 acknowledges an incomplete order.

336 Chapter 12
 Figure 12-4
If the order is incomplete, tell
the customer what you will do
as soon as the missing informa-
Tectromic “hings, Me. tion is received.
4102 Lightening Blvd.
Weed, CA 96094
1-800-555-8890

April 2, <vEar> goto

Mrs. Pat West
1416 Walnut Street
2ROM iy)
Activity 12-3
Smithfield, NC 27577 To test your skills.
Dear Mrs. West:

Thank you for your order for a caller ID unit, to be charged to your credit account.

Please sign the credit charge line on the enclosed order form and return it to me in the
enclosed postpaid envelope. Your signature is only a formality but a necessary one. Your
caller ID will be mailed as soon as J receive this order form.

This caller ID unit has been very popular. and I’m sure you will be pleased with your
selection.

Sincerely,
NOTES
Buco W
Bad-News
Susan Weir, Manager Approach
ws

Enclosures
An acknowledgment
refusing an order is a bad-news
message and should use the
indirect approach.

Acknowledgments Refusing an Order

Some orders must be refused. For example, it may be the policy of your orga-
nization not to sell directly to customers but only through dealers. Or a cus-
tomer’s account may be in unsatisfactory condition, which prevents you
Theiageap 12.7
Hill

Discuss: When you reply to

Copyright © Glencoe/McGraw-Hill

from shipping the merchandise on credit. Letters refusing orders call for the
1 Glanaae/MoGraw

an order, is the following appro-

indirect plan, or the “sandwich approach,” with the bad news in the middle.
priate to tell the buyer: “You
Use the following outline for these letters: forgot to include the size with
your order.” Why or why not?
1. Start with a “buffer.” Thank the customer for the order, and repeat Can you suggest a better way
the details of the order. Do not start with the bad news. to convey this information?
se
ts 2. Give an explanation. Ina positive way, tell why you cannot com-
IE plete the order, and stress what you can do, along with the advan-
tages of this to the reader. Offer to help the reader in any way you
can—give the name of the nearest dealer, explain credit terms, or
offer an alternative to sending the requested merchandise.
se
3. Say noclearly and tactfully. Many times your explanation will imply
the no that is coming. Be sure, however, that the refusal is clear.

Order, Credit, and Collection Messages 337

Figure 12-5
This letter acknowledges a cus-
tomer’s order while refusing to
complete the transaction.
Custom Fit Ski Corporation
1562 Eastgate Spur
Minneapolis, MN 85400
612-555-7748
Fax 612-585-9234

August 3, <yEaR>

Mr. Paul Rouse

2490 Lahr Street
Spokane, WA 99202

Dear Mr. Rouse:

Thank you for your order for one pair of CustomFit snow skis, Mode! G3l, size 11C.

The CustomFit snow ski is well made and has been the best-selling snow ski in America
for many years. It is made by craftspeople who take pride in their work, Only the finest
materials are used in manufacturing CustomFits.

CustomFit snow skis are sold nationwide through a very fine network of distributors
These outlets carry a complete inventory of the models available

Because we want you to be perfectly happy with your new skis, we are returning your
money order for $219 and requesting that you contact Jim Sewell at

SnoQuip Company
$12 Swallow Avenue
Spokane, WA 99202

Jim is one of our leading dealers, and he will sec that your skis are perfectly fined for
comfort. We are sending you a flyer showing our latest models, along with a coupon worth
$10 on your new CustomFit

Remember, Mr. Rouse, CustomFit skis are known as “The Skis That Love to Touch Snow.”

Sincerely,

Abe Sunderman

me
Enclosures
¢: Jim Sewell

4. End with a “buffer.” Resell your organization and your products.

Notice how this outline for an acknowledgment refusing an order is
used in the letter to Mr. Rouse shown in Figure 12-5. This letter will
make Mr. Rouse feel the refusal is advantageous to him. When you
explain the reasons for saying no in a positive way, a reasonable
hill

customer will understand. Acknowledgment letters can provide an

Copyright © Glencoe/MoGrawe

opportunity to build goodwill and encourage future orders.

Checkpoint 12.1

Why is it important to use specific and direct openings in an order

letter?
What are the advantages of the four ways to place an order—letter,
telephone, fax, and the Internet? What are the disadvantages?
In your opinion, why are acknowledgment letters effective in build-
ing customer goodwill and limiting mistakes in transactions?

Chapter 12
 Crepbit LETTERS

Buying and selling on credit have pretty much become the standard for
doing business today. By extending credit, the seller is able to simplify and
speed up the process of purchasing. In fact, most organizations are eager to
sell on credit because it increases their profits. Sales volume goes up because
credit customers buy more merchandise of better quality on a regular basis.

Customers are also eager to buy on credit because of the convenience of

a “cashless” process that allows them to buy merchandise and services by
phone, or fax, or on the Internet. Buying on credit also allows customers to
take advantage of volume and discounts or sale pricing. For example, a cus-
tomer might not have the cash until next week to purchase merchandise
that is on sale today. By next week, the merchandise will be back to its reg-
ular price. Using a credit card enables the customer to take advantage of the
sale price without having the cash to pay for the merchandise.

The major reason customers wish to establish credit is convenience. With

credit, consumers can:
¢ Buy now and pay later.

¢ Avoid carrying cash or writing checks.

e Exchange products and buy on approval more easily.

* Receive advance notice about sales, product promotions, and other

special events,

Requesting credit and checking credit references usually do not require a let-
ter. Instead, forms and form letters are used.

Markdowns. A customer buys a toy for a child’s birthday and uses

LEGAL = a credit card to pay for it. Two weeks later the same toy is on sale
at the same store for 20 percent off. Would it be legal for the cus-
S&ETHICAL | tomer to buy another toy on sale and the next day return the origi-
| Py. nal unopened toy with the original receipt for a credit refund? Is
© Glencoe/McGraw-Hill

| 3 this ethical? How else could the customer approach this situation?

Requesting Credit
A buyer wanting to purchase on credit will have to complete a credit appli-
Copyright

cation from a business organization or a major credit card company. All

credit applications request both personal and business information such as
the following:

¢ Personal—Name, address, Social Security number, telephone num-

ber, and date of birth

¢ Employment—Name and address of present employer, position,

length of employment, and monthly compensation

Order, Credit, and Collection Messages 339

 e Credit References—Bank and other credit references

* Financial Obligations—Rental or mortgage payment, auto payment,

and other installment loan and revolving account information
u
When completing the credit application, remember that honesty is a critical
element because the information you provide will be checked. When a cus-
tomer applies for credit, his or her credit will likewise be verified.

Checking Credit References

After receiving a signed application for credit, the credit department of an
organization will verify the information on the application by sending a form
letter or questionnaire, such as the one shown in Figure 12-6, to the banks
and credit references listed. The credit department will usually contact a
local credit bureau for a report of the credit history of the applicant. When
checking credit references, an organization must follow the laws governing
this process—credit information must be kept confidential.

Evaluating Credit Information

Once the replies to these credit reference inquiry letters are received, the
credit department will decide, based on its credit guidelines, whether to

Figure 12-6
A credit inquiry is sent to verify ref-
erences supplied by the applicant.
<DATE>

Ladies and Gentiemen:

SUBJECT: Credit Inquiry

Your name has been given by the following applicant as a credit reference:

Mr. John Sleevar

Lake City Village
Suite 364
4802 East Jefferson Street
Port Hurorty M1 48060

In order to accurately evaluate this credit application, we would appreciate your giving us
© Glencoe/MoGraw-brlill

the confidential information requested below:

Date the account was opened

iw pm

- Terms of the account

AAD

Credit Limit
Current balance
Past due amount
. Date of last activity
. Payment history
. Remarks

Feel free to add additional comments on the back of this letter. For your convenience, a
Gopyright

postpaid return envelope is enclosed. Your help will certainly be appreciated. and all
information will be kept confidential. Please call on us when we can reciprocate.

Sincerely,

Credit Department

Enclosure

340 Chapter 12
extend or refuse credit. The applicant's credit standing or credit rating will be
considered in this decision. A prospective customer's credit standing is his NOTES
or her overall financial reputation or history of financial responsibility. The Credit Checks
customer's credit rating is a credit agency's appraisal—based on reports
Credit standing
from creditors—of the credit standing at any one time. means the overall financial
reputation or history of financial
The following four Cs of credit normally form the basis for extending responsibility. Credit rating is a
credit privileges: credit agency's appraisal (based
on reports from creditors) of an
1. Character refers to an individual's sense of honesty and ethical applicant's credit standing at
dealings with others. This quality is demonstrated by a willingness any one time.

to meet financial obligations and pay debts.

2. Capacity is the ability to pay. Capacity is evidenced by an individ-

ual’s income or potential income.

3. Capital refers to an individual's tangible assets in relation to debts.

(Capital is also used to determine a debtor's ability to pay if the
debtor does not pay willingly.)

4. Conditions refers to the general business trends, local business

influences, or current demand for particular products and is fre-
quently considered in evaluating an applicant for credit.

Once a credit application has been evaluated by an organization, a letter is

sent to the customer granting or refusing credit.

Letters Extending Credit

Few letters are more welcome to a customer than one extending credit.
Writing one is a pleasant task—you are telling someone who has gone
through the process of applying for credit and whose credit standing has
been investigated that he or she rates high enough to be given credit privi-
leges. That's good news to anyone!

When writing a letter extending credit, use the direct approach and fol-
low this outline:

* Welcome the new charge customer, and express the wish for a pleas-
ant association.

¢ Outline special privileges that are available to charge customers, such

as advanced notice of sales.

e Explain the terms of payment.

e Encourage the customer to use the new charge account, and enclose
promotional material.
¢ Build goodwill by indicating your eagerness to serve the new cus-
tomer well.

The letter from Shepherd's, shown in Figure 12-7, uses the good-news
approach and covers each of these five points. The writer begins with a wel-
come and the good news that the customer's credit account is ready for use.

Order, Credit, and Collection Messages 341

Figure 12-7
This letter uses the good-news
approach.

Shepherd’s Shopping Mart

86 Halsted Avenue
Kansas City, MO 64119
1-800-555-0937

July 20, <vhAR>

Mrs. Linda Gilmore

419 Oak Street
Lee's Summit. MO 64081

Dear Mrs. Gilmore

Welcome to Shepherd's family of many satisfied customers who say “Charge it, please.”
Your account is ready for use when you next visit our store, Our staff will do everything
possible to make your shopping here pleasant and satisfying.

The enclosed credit card is your key to happy shopping. Shepherd's offers a wide selection
of practically everything for you, your family, and your home—at reasonable prices.

You will receive a monthly statement of purchases shortly after our closing date, the 25th
of each month. Then you may have until the 15th of the next month to pay your bill. From
the fine way that you have handled charge accounts at other stores, we know that you will
make prompt payments.

Mrs. Gilmore, we invite you to enjoy the convenience of your charge account to the fullest
by taking advantage of Shepherd's many special services, such as telephone shopping with
the help of our personal shoppers, free parking at the back of the store, prompt and
efficient delivery throughout the city and suburbs. and even a nursery for the preschool
sel.

Come.in often to shop or just to browse around, You are always welcome at Shepherd's.

Sincerely,

Jane Browne, Credit Manager

jbjei
Enclosure

“eA I versity 121

Smart Shoppers
While traveling in many other
countries, you can charge The second paragraph calls attention to the significance of the enclosed
purchases to a major credit credit card. The writer might have noted other privileges that charge cus- Hill
card in the local currency, tomers receive, such as advance notice of sales. Details about payment
Donyrialit @ Olenqoe/MaGraw

and the amount will appear terms, which must be explained to new charge customers, are placed in the
on your credit card statement middle of the letter, after the good news and before the light sales promotion
in both U.S. currency and the appeal and pleasant closing.
currency of the country you
were visiting. The exchange Rather than send a personalized letter like the one from Shepherd's,
rate is usually better than you many businesses notify credit applicants of acceptance by sending a form
can get on your own ata message that includes an explanation of monthly statements and payment
bank or a business in another procedures. A personalized credit acceptance letter, however, goes much
country. What is the benefit of further in strengthening a credit relationship, building goodwill, minimiz-
being able to charge items on ing collection problems, and increasing sales. The major reason organiza-
your credit card? tions sell on credit is to increase profits. Sales figures go up because credit
customers buy more merchandise of better quality on a regular basis.

Chapter 12
 Letters Refusing Credit
An organization cannot afford to extend credit to every customer who asks
for it. After you have gathered and evaluated an applicant's credit informa-
tion, your organization must then decide whether the account would be
more likely to (1) increase sales and profits, or (2) become an uncollectible
account.
If the information indicates that the applicant is a poor credit risk, then
you must send a credit-refusal letter. Every credit-refusal letter has two
objectives:
Every credit-refusal
1. To say no tactfully letter has two objectives:
(1) to say no tactfully, and
2. To keep the goodwill of the customer (2) to keep the goodwill of the
customer by using the bad-news,
The credit-refusal letter is a difficult letter to write since it is a bad-news indirect approach
letter—you are telling the applicant that credit cannot be approved. Use the
indirect approach when writing this letter and follow this outline:

¢ Start with a buffer (something neutral)

* Give reasons for the refusal

* Give the refusal (stated or implied)

* End with a buffer (express interest in reevaluating credit status later)

In a credit-refusal letter, you will need to identify the reason for refusing
credit to the applicant. The following are the main reasons for refusing credit:

e Applicant's lack of established credit

¢ Applicant's overextension of credit, which may result in an inability

to pay bills on time

¢ Applicant's unwillingness to pay debts according to credit reporting

agencies

Regardless of the reason(s) for refusing credit, your letter must be clear
about why credit is not extended. On the other hand, it should be tactful.
Remember that you want to convince the applicant that buying on a cash
Hil
Copyright © Glencoa/MoGraw

basis now will be to his or her advantage. A harsh credit refusal can dis-
courage the customer from paying cash or reapplying for credit later.

Consider the credit-refusal letter written to a college student who applied

for credit from an oil company (see Figure 12-8 on the following page). How
could you rewrite this credit refusal, de-emphasizing as much as possible the
reason for the refusal? Doesn't the letter shown in Figure 12-9 do a better job?

The opening statement serves as a cushion because it is positive in tone. Tiga 12.8
The reason for refusal is indicated in the second and third paragraphs— Discuss: How would you
although it is not stated directly, it is clear enough. The key here is the inter- react to the curt turndown to a
est shown in reevaluating the applicant's credit status later. And, of course, request for a gasoline credit
card in Figure 12-8?
there is a cordial invitation to “pay as you go” in the closing.

Order, Credit, and Collection Messages 343

 Figure 12-8
This credit-refusal letter lacks
Dear Miss MacIntyre:
goodwill.
Reeretfully, we do not issue credit to college students, Please reapply after you
are employed full-time, Until then, we want to encourage you to remain a cash
customer. We will do all we possibly can to make your purchases of our
gusoline and related products worthwhile.

Yours very truly,

:
'
i
Figure 12-9
/ This credit-refusal letter politely Dear’ Miss Macintyre:
says no. }
Your credit application is a clear indication that you are satisfied with our
efforts to serve your automobile needs. Thank you for sending it to us.

Because college students have a difficult time building a credit rating while
they are getting an education, we would like to make a suggestion to you.

Once you are employed full-time, please send us another credit application.
We'll be happy at that time to welcome you as a new addition to our growing
family of charge customers,

In the meantime, Miss MacIntyre. let us continue to serve you on a cash basis
, Our gasoline and related automotive products are designed to extend the
problem-free life of your car.

Sincerely,

Activity 12-4
To test your skills,

Checkpoint 12.2

1. Why do you think it is fair, or unfair, to base a person's credit stand-

ing on his or her character?
2. Why do you think it is, or is not, important for a business to review Copyiult @ Glenaoa/MoGray: Hill
each customer's credit standing?
3. Do you think it is better to be known as a business that is strict
about the people it extends credit to or as a company that extends
credit to every customer?

COLLECTION MESSAGES

: 66 Creditors have better A natural result of credit is customers buying more and buying better qual-
memories than debtors. 9? ity merchandise; therefore, it’s not surprising that a certain number of “buy
y —Benjamin Franklin, Poor —_ now and pay later” customers either fail to or are unable to “pay later.” This
Richards Almanac, 1736 creates what is referred to in business as “bad debt” and causes the seller to
start the collection process in order to minimize losses.

Chapter 12
 An important part of being competitive in business is the ability of an orga-
nization to deal effectively with customers who do not pay their bills. It is cer- NOTES
tainly not a pleasant task to remind or urge customers to pay what they owe,
Accounts
but it is a critical function of business. When a payment is not received on Past Due
time, correspondence is sent to remind the customer that payment is past Collection letters
due. Messages that attempt to collect payment are referred to as collection attempt to persuade customers
letters; they are written because of the need to persuade customers to pay. to pay. Every communication in
the collection series should
Collection letters have two objectives: include the amount owed and
the due date.
1. To get the money owed by the customer

2. To keep the customer's goodwill and future business

Collection-Letter Series
Most organizations use a series of collection notices and letters that are sent
at predetermined intervals. This series begins with friendly reminders such
as a routine statement of account and ends with a last call for payment.
Every communication in the collection series should include: (1) the amount
owed and (2) the due date.

Statement of Account
Most organizations send statements each month to their credit customers.
These statements provide the customers with a record of charges, the total
amount due, and the date due.

If the payment is not received on time, a duplicate copy of the statement

is sent as the first stage in the collection series. A friendly reminder, such as
“If you haven't sent us your payment, please do so today!” may be added to
Sy Activity 12-5
this statement. To test your skills.

Figure 12-10
This credit reminder has a
somewhat impersonal tone.
Remember us...

As you relax in your Relaxasizer Chair,

We would be as comfortable as you are if we had your payment.

Please send us your check for $449.50 so you can rest with a clear conscience.

YL
Good
Furniture Company
821 Harrigan Drive « St. Paul, MN 55101 * 612-555-2005

Order, Credit, and Collection Messages 345

 Impersonal Reminder
If payment is still not received, a form letter is sent—it may be either one that
is not personalized or one in which you can fill in the date and customer's
name, address, and account information. In these messages, it is important
to maintain the position that the customer is trustworthy and intends to pay.
The tone of the message should be friendly. The Good Furniture Co.
reminder shown in Figure 12-10 on the previous page has an impersonal
tone. The letter shown in Figure 12-11 has a more personal touch.

Figure 12-11
Notice the personal tone of this
reminder letter.

Shepherd's Shopping Mart

eae stec Avenue

1-800-555-0937

February 11, <year>

Mr. Adam Reynolds

356 Oceanway Drive
St. Louis, MO 63147

Dear Mr. Reynolds:

RE; Your account, number 933-87723-9

We value having you as one of our charge customers.

It is important, though, that payments be made prompily cach month. Your good credit
reputation is very important to you. The amount due of $302.78 on your account should
be paid before your next billing date.

If your check and this letter passed in the mail, please disregard this letter and accept our
thanks.

Sincerely.

pret e™
John Hollingsworth
Collection Department
Hill
Gapyright © Glonnea/ Meira

Personal Reminder
In the next stage, a personal letter, usually no more than a couple of para-
graphs in length, is sent. In writing one of these letters, you should take care
to ensure that the customer will consider it a reminder—not a demand for
payment. The message should attempt to persuade the recipient to pay and
should not intimidate. The message shown in Figure 12-12 on the next page
illustrates the tone you should use in such a reminder.

346 Chapter 12
 Figure 12-12
A personal reminder will likely
Dear Mr. Kerans;
encourage a response.
A duplicate statement of your credit charges from December 19 is enclosed.

This note is sent to you as a friendly reminder that the balance on your account
is past due. Please take a few minutes today to send us your check for $277.24.

For your convenience, a postpaid, addressed envelope is enclosed,

Sincerely,

Request for an Explanation

When a credit customer does not respond to a personal reminder message,
you can assume that something is preventing the customer from paying. The
reason may be that the customer is unhappy with the purchased merchan-
dise or is facing financial difficulty. Whatever the reason for holding up pay-
ment, you want the customer to (1) explain why the payment hasn't been
made or (2) settle the account.

Review the letter shown in Figure 12-13, which illustrates the approach
generally used in requesting an explanation. Note that the writer of this
message did not threaten. Instead the tone reflects the assumption that the
customer is basically honest. Remember, the object of the message is to get
the money owed and to keep the customer's future business.

Figure 12-13
A request for an explanation
Dear Mrs, Westfall: assumes the customer is honest.
We are concerned about your overdue account. Several reminder notices have
been mailed to you, and we expected to receive your $421.46 check in the mail
by now.

Is there a circumstance beyond your control that prevents you trom settling this
account? If so, please write me about it. I'm certain we can work out a payment
arrangement after we know what your situation is.
Hil
Copyright © Glenooe/MoCraw-

Just think how good you will feel, Mrs. Westfall, when your account with us
has been paid in full.

Sincerely,

If the customer does write or call you to explain why a bill hasn't been
paid, it is important for you to maintain a service attitude. Is the customer
short on cash? Ask for a smaller or minimum payment. Is the customer dis-
satisfied with the product or service in some way? Decide on a mutually
agreeable resolution to the problem. Your service attitude will help you
keep the customer's goodwill.

Order, Credit, and Collection Messages 347

 Appeal(s) for Payment
NOTES If there is no response to the request for an explanation, you would send the
Making an next letter in the collection series—a direct appeal to the credit customer to
Appeal pay. This is a stern letter, but it should be calmly written. In this kind of let-
Appeals for payment ter, typical appeals are to the customer's pride or sense of fair play.
are typically made
to the customer's pride Your appeal for payment should not threaten to take the debtor to court
or sense of fair play. unless you actually plan to do so. Give the customer another chance to save
a good credit standing by sending payment before the deadline—usually 10
to 12 days from the date of the letter. Look at the appeal for payment shown
in Figure 12-14—this letter is an example of a courteous request for pay-
ment, which appeals to both the customer's pride and the customer's sense
of fair play.

Figure 12-14
This request for payment is
courteous yet insistent.
Dear Mr. Binkley:

Because of your good credit reputation, you were able to purchase a $259.83
cashmere coat from us more than three months ago. We were glad to place your
name on our credit list at that time, and we made it clear that accounts are due
on the 15th of the month following the purchase. When you bought the coat,
Mr. Binkley, you accepted those terms.

Your credit reputation is a valuable asset, We want you to keep it that way
because of the advantages it gives you. You have enjoyed a liberal extension of
time; but to be fair to our other customers, you must pay the amount that is past
due by February 10.

Won't you please send us your check for $259.83 today?

Sincerely.

© Glencoe/MeGraw-Hill
NOTES Last Call for Payment
The final message in the collection series is an appeal to the customer to pay
Last Call
so that the delinquent account doesn't have to be turned over to a collection
In a last call for
payment, never threaten agency or an attorney. In this letter you should give the customer one last
the customer; state the conse- chance to save a good credit standing by sending payment before a dead-
quences simply and regretfully. line—usually five to ten days from the date of the letter. Never threaten the
Copyright

customer; state the consequences simply and regretfully. Notice how the let-
ter shown in Figure 12-15 tries to keep the friendship of the customer by
stressing interest in playing fair.

Finally, if you discover that the customer does not intend to pay, you
should consult a collection agency or lawyer about a merchandise-return or
repossession strategy. You must observe the laws in your state governing
collection procedures.

Chapter 12
 Figure 12-15
This last call for payment tries to
keep the customer as a cus-
tomer.
Dear Mrs. Barker:

Your credit reputation is important to you, Mrs. Barker.

For some time now, we have been writing to you in an effort to clear up your
balance of $512, explained in the attached statement. So far you have not sent
us a check or an explanation, although six messages have called the debt to
your attention.

Can’t we still settle this account in a friendly way? If you send your check for
$512 now, you can continue to buy computer equipment and accessories on our
regular credit terms. The agreement with our collection agency, however, does
not allow further delay, We must turn your account over to the Adkins
Collection Agency unless it is taken care of within ten days.

The choice is yours. If your check reaches us by November 16, your credit
standing with us will still be good and our friendly business relations will
continue,

Please mail your check for $512 today. Protect your credit reputation.

Sincerely,

Payment Acknowledgment
When a customer writes you about a past-due account, answer with a per-
sonal letter. Don't send the remaining letters from the collection series. If the
customer responds to a collection letter with payment in full, you should
send a special thank-you message, as shown in Figure 12-16.

Figure 12-16
This thank-you promotes
e goodwill.
Hill

Copyright © Glencoe/MoGraw Hill

Gopyright @ Olenaoe/MaGraw

Dear Miss Thomlinson;

Your account has been marked “paid in full.” Thank you for your Check 702
for $324.18,

Paying this account enables us to continue to serve you in every way we can.

Sincerely,

Order, Credit, and Collection Messages 349

CHAPTER 12 SUMMARY

All of the messages discussed in this chapter deal with the functions of busi-
ness that keep our economy going. Products and services may be ordered
by one of several effective methods: order forms, letters, telephone, fax, and
the Internet.

When an organization receives an order, an acknowledgment is always

appropriate and offers an opportunity to build goodwill. Several circumstances
in particular require acknowledgments. Depending on the circumstances, this
may be a routine acknowledgment, a special acknowledgment, or an acknowl-
edgment refusing an order.

Credit allows buyers to buy more and better quality merchandise.

Customers complete forms to apply for credit, and organizations send forms
to investigate the credit references. Messages granting credit are good-news
messages and can get the credit relationship off to a positive start. Messages
refusing credit should be courteous and keep the door open for the future.

Credit means “buy now, pay later”—if a buyer doesn’t pay on time, then a
series of collection letters should be sent. The tone of these messages is
important—their goal is to persuade the customer to pay. Current laws must
be observed when writing credit and collection messages.

Your instructor may assign various Worksheet Exercises for you to com-
plete. The exercises on the CD-ROM are available for practice as needed.

Oopyright & Glenooe/MoGraw-Mill

Chapter 12
 Allisun Kale Marshall
Freelance Sign Language Interpreter
There are all sorts of obstacles to overcome in the
pursuit of clear, effective communication. Allisun Kale
Marshall knows all about communication obstacles. She's
a freelance sign-language interpreter. One day she may
interpret for a deaf person who's receiving job training in
the aerospace industry; the next may find her with a
client at a business meeting.
As the interpreter, Allisun is usually the only one in the
situation who understands both the hearing and deaf
communication systems—and the rules that go with each.
As she describes it, “| make sure the rules are clear."

Rules of Interaction
For example, a hearing person may speak indirectly to
a deaf person by instructing Allisun to “tell him or her"
something. That's insulting to a deaf person, so Allisun 66 The decier the
reminds the hearing person to speak directly to the deaf ens
person. Turn-taking rules in conversation also can cause communication, the
problems. When hearing people want to say something better every point of
in a conversation, they can just interrupt one another. view is served. 99
However, sign language is visual, explains Allisun. So she
must have the deaf person’s attention first before she can “interrupt” to interpret
what's being spoken.
“In order for the deaf person to get the floor, | must use a volume as well
as a tone that gets attention and provides the opportunity for the deaf person
to express himself. So | have to monitor my output to make sure I'm matching
the client’s register, level of formality, and intended message,” she explains.
Experience has taught Allisun to avoid certain communications problems that
might make her deaf client look bad or ‘cause confusion. She's careful about using
verbal fillers, such as uh and um, as she searches her mind for the correct words
Copyright © Glencoe/MceGraw- Hill
Copyright © Glenooe/MeGiraw vai

for the interpretation. An interpretation filled with uhs and ums could make her
client seem unprepared or inarticulate. She's also careful when she interprets
statements that might be misunderstood as being hers rather than her deaf client's.
Instead of literally translating “| have a comment,” Allisun might insert the
client's name and say, “Bob has a comment.” That way there is no confusion about
who is speaking.
“In the end, the rules are the same as in any communication. The clearer
the communication, the better every point of view is served.”

Discuss
41. Allisun Kale Marshall describes turn-taking in conversation as a problem.
Is it sometimes acceptable to interrupt a speaker in a conversation?
2. How do you feel when you are interrupted in a conversation?
es
APPLICATIONS cel STC iit:

If two heads are better than one, then imagine what three or more might be.
More heads are better because when you work in a group, you have access to
more ideas, perspectives, and experience. Whether you are problem solving
or planning a project, you are more likely to succeed if you have a team work-
ing with you. Building an effective team is not easy—just ask any professional
sports coach. It takes practice, patience, and constant fine-tuning.

Finding the Right People

The key to team building is knowing your own strengths and weaknesses.
When forming a team, you may be tempted to select people who get along
with you. An effective team, however, is one whose members have different
strengths and abilities. For example, if you are great at giving presentations
but not so good at planning or writing progress reports, then you need people
on the team who can do those key tasks.
The next challenge is for the team members to learn how to work together.
Team members can build trust and strong lines of communication by holding
regular meetings that focus not only on work, but on the group itself.
At the first meeting, team members should invite each other to explain their
own strengths and weaknesses and to outline their goals. At later meetings, the
group should check in and discuss any problems, and publicly recognize each
member's contributions.
Sometimes group members need to remind themselves that everyone is
working toward the same goal. Each team member should continually evalu-
ate his or her own contributions to the group as well. If it seems as though two
or more heads are not better than one, then the team member probably has a
problem that is best addressed by the whole group.

[hinking Situation: You work for a mail-

order clothing company, and your
Critically manager has taken an emergency
, , leave of absence. Now, you must
plan, develop, and launch the
latest catalog. You may form a team of three people to help.

Ask Yourself: What are your strengths and weaknesses in the

workplace? On a piece of paper, outline your own capabilities,
then write a list of the abilities you would seek in your teammates.
66 This report, by its very WwW: advances in technology, the speed and volume of communication
length, defends itself within business organizations continue to increase rapidly. In today’s
against the risk of being businesses, the flow of accurate, reliable information and ideas through
read, 99 effective internal communication is essential to efficient operations. This
—Winston Churchill, information is used as the basis for effective decision making. Routine
Statesman and
memos sent within organizations are perhaps the most frequently used form
British Prime Minister
of written communication. In addition, most business reports are prepared
in memo form. These range from brief memos to longer, more detailed
reports based on research. In Chapter 7 you learned to format memos; in this
chapter you will learn to write routine memos and memo reports.

INTERNAL COMMUNICATIONS

Individuals at all levels within an organization rely heavily on information

they receive through memorandums (memos) and memo reports to provide
them with the basis for sound decision making. Each individual in an orga-
nization plays a role in this internal communication process.

Routine memos and memo reports are written to communicate facts,

ideas, statistics, and trends within an organization.

The purpose of these internal communications is to inform or to per-

suade the receiver through explanation, justification, recommendation, or
evaluation. As in all communications, the basics for communicating effec-
tively in memos and memo reports include:

* Determining the purpose of the communication,

¢ Identifying the audience,

* Considering what the audience needs to “hear,” and

¢ Developing the memo or memo report in a clear, logical manner.

In addition, when preparing these internal communications, it is impor-

tant to remember to do the following:
Copyright © Glencoe/McGraw-Hill

¢ Use a positive approach.

* Develop the “you attitude.”

* Use the active voice.

e Apply the seven Cs of communication.

Taiiageep 13.1 - Choose simple, familiar, conversational, appropriate words.

Discuss: Internal communi- ¢ Vary the length and structure of sentences and paragraphs.
cations are usually informal.
What are some of the problems e Use an appropriate tone.
individuals may have writing
memos and memo reports? If we compare memos and letters, we find that the major differences
Why might they encounter
include their formats and audiences. Both, however, can be long or short,
these problems?
formal or informal.

362 Chapter 13
 Internal memorandums, or memos, are written communications used to
communicate information to individuals within a business organization.
In many organizations, particularly large ones, the number of internal
memos sent is far greater than the number of letters used for external com-
munications. In all organizations, in-house memos are vital to efficient
operations—every memo has a specific purpose, whether it is a simple
reminder or a persuasive request.

The memo format is valuable for internal communication because a NOTES

memo does the following
Say It With
* Carries a special informality and gets a friendly reception (because Memos
both writer and reader are part of the same organization). Memos are the most
frequently used form of
e Provides a written record of a message. communications within
businesses. Memos clarify
¢ Allows several individuals to receive the same message. responsibility and provide
written documentation.
* Communicates in all directions: Upward to supervisors, managers,
and executives; downward to subordinates; and, laterally among
people of equal rank, teams, and departments.

* Conveys information between departments, teams, etc.

¢ Reduces the time required to prepare a communication.

¢ Uses a variety of delivery systems including electronic mail and fax.

With today's technology and the need for instant information, memos are
being delivered via fax and e-mail as well as by interoffice mail. Although the
use of e-mail encourages immediate, informal responses, the planning of a
memo, including the tone and organization, is still important for effectively
communicating the message and generating a positive reaction.

Purposes of Memos
Hill
Copyright © Glenaoe/MoGraw

Copyright © Glencoe/McGraw-Hill

The main reason for using memos as interoffice correspondence is to save

time. Memos are not keyed on letterhead stationery, and they do not require
the formality of an inside address, salutation, or complimentary closing. This
simple format permits the writer to concentrate on the content.
Although the format of routine memos is much simpler than that of let-
ters, memos serve the same purposes within an organization that letters
serve outside the organization. Routine memos serve to:

¢ Share information e Direct people ¢ Instruct

e Request e Announce ° Reply

¢ Congratulate ¢ Confirm ° Express appreciation

e Recommend ¢ Inform * Persuade

Developing Memos and Memo Reports 363

 Many organizations direct their employees to put in writing all impor-
tant information that they communicate to others within the organization.
This is done so that there will be a written record of who is responsible for
the information and to whom it was sent. Even a file copy of a transmittal
memo is valuable in case the original memo is lost, because the copy would
list the attached documents and tell when they were sent.

Memo Planning
As you prepare to write your memo, you should review the purpose of the
memo and identify its audience. In most cases, you are writing to give infor-
mation. Specifically, you need to consider the following:

¢ Why you are writing the memo

e What situation or problem you are addressing

¢ Who will receive the memo

¢ What kind of information the receiver(s) needs

° Why the receiver(s) need(s) this information

° What questions or concerns the receiver(s) may have

Memo Organization
Good organization of a memo’s message appeals to the reader because a log-
NOTES ical order allows quick and easy review. On the other hand, a poorly orga-
Building nized memo will confuse the reader and may require a second or even a
Memos third reading. In Never Confuse a Memo With Reality, Richard A. Moran
The three parts of expresses the importance of memo organization this way: “Always have a
memos are introduction beginning, middle, and end, whether it be a presentation, a meeting, a
(purpose), discussion, and memo, or a letter.” In the next sections you will learn how to develop these
conclusions. Beginning: State
the purpose—the reason for the three important parts—the beginning, the middle, and the end.
memo. Middle: Present the
discussion of your message. Beginning: Introduction/Purpose
Ending: Present conclusions and
recommendations. The opening paragraph ofa memo states the purpose of the memo, identi-
fies the specific problem or project, provides background information, and Hill

gives an overview of the information contained in the memo.

© Glennoe/MeGraw-

Because the first sentence of a memo determines whether the memo is

read or is ignored, make your opening reader-oriented. The opening should:

¢ Use the “you attitude.”

¢ Capture the reader's attention.

Oopyright

e Use a convincing, positive tone.

° Contain the main point ifit is a positive message.

You can help make the purpose of your memo clear by referring the
reader to a previous communication (another memo, a phone conversa-
tion, a fax, an e-mail, or a voice-mail message), a meeting or teleconference,

Chapter 13
 or a topic of mutual interest. Study the following openings for memos to
learn how this may be accomplished:
Here is the information you requested explaining the details of the
conference registration package fee | submitted on my October 15
Meeting and Conference Expense Report.
At the April meeting, the District Board asked me to recommend a
method for planning for capital expenditures. | am submitting the
following methods for your consideration at our next meeting on
May 28.
The information that follows your opening must relate to and support
the reason you have identified for writing the memo.

Middle: Message/Discussion
The middle section of your memo presents the discussion of your message.
In this section you answer questions, provide supporting data and informa-
tion, and give explanations relevant to the purpose of your memo.

In the middle paragraph(s) of a memo, cover all relevant points, such as:

¢ Answering question(s) asked

e Presenting information requested

¢ Providing supporting data

¢ Giving realistic and logical explanations

* Giving the causes if you bring up a problem

* Stating the reasons for your suggested solution

* Telling why as well as how when writing a directive

¢ Providing enough information that the reader can understand new

procedures and follow directions

¢ Giving reader benefits if using a persuasive strategy

Review the first example of a memo shown in Figure 13-1 on page 367.
Copyright © Glenaoe/MoGraw-Hill

C opyright © Glencoe/McGraw-Hill

An appropriate middle paragraph for that memo might look like this:
The registration fee of $175 included the seminar materials and note-
book, as well as two lunches and one dinner. If purchased separately,
the registration fee was $75,
the materials and notebook were $75,
the two luncheons were $40, and
the dinner was $30.

Therefore, the total for the individual registration for all the above is
$220, while the special convention registration package cost is $175.
If, like this example, the middle section of your memo contains several
related items, consider listing them and setting them off with numbers,

Developing Memos and Memo Reports 365

 dashes, or bullets to make reading easier. Remember that the key to writing
an effective discussion section is to cover all relevant points. Memos that
offer insufficient information not only cause confusion for the reader but
also cast doubt on the abilities of the writer.

In reviewing the message/discussion section of your memo, make sure

you have achieved the following:

e The information meets the needs of the receiver.

¢ The information answers the question(s) or solves the problem(s)

identified.
¢ The information is clear, considerate, courteous, concise, consistent,
complete, and correct.

Ending: Conclusions/Recommendations
The ending of your memo should be a separate paragraph that does one or
more of the following:

¢ Restates the memo’s purpose

* Highlights key information

e Summarizes the main points of the message

¢ Interprets the material presented

¢ Makes recommendations

e Suggests future action

e Expresses a goodwill thought

Conclusions or recommendations that you make in the ending of your

memo must be tied directly to the statement of purpose you made in the
opening. They should also be supported by the facts you presented in the
middle of your memo.

Read the last paragraph of the conference expense memo that follows. Is
the conclusion it presents tied directly to the memo opening and supported
by the facts in the middle paragraph?
till
Oopyright © Glenaoe/MeGraw-

Although this registration fee was higher than the amount recom-
mended by our company guidelines, the total package included
approved individual functions and activities within our expenditure
guidelines. By registering for the package, | was able to save the com-
NOTES pany $45 for this conference. Therefore, | feel that this expenditure
Tyina It meets the guidelines, and | request approval of the expense.
ing
ogether Now study the following closing, which clearly presents a conclusion and a
Conclusions and suggestion:
recommendations must be tied
to the purpose and supported by The statistics presented above demonstrate the need for us to
i in the middle upgrade our computer system. | suggest that we authorize Joe Huber
to solicit proposals and bids for a new computer system.

Chapter 13
 Figure 13-1
The three-part
structure of a
memo allows
for ease of
MEMO TO; Ann Iverson organization.

: FROM: Helen Knight

Guide Words es
DATE: June 24, <YEAR>

SUBJECT: Structure for Writing Memos

Body / ; é
As you requested, this is an example of the structure of a memo used in
Purpose organizations. Memos are organized into three basic sections: the purpose
(beginning), message (middle), and conclusions (ending),

The beginning consists of the introduction, which includes the purpose of the memo
The middle section includes the message and a discussion of the information; all
Message relevant points should be addressed. The conclusions and suggestions are placed in
the ending section. These must be tied directly to the statement of purpose made in
the opening and supported by the facts presented in the middle section.

In addition, it is important that the message be presented clearly, concisely, and

j Conclusion completely. By following this structure, you should be able to develop clear, effective
memos that will improve communications within your organization.

Approaches for Writing Memos

In addition to using the three-part structure (beginning, middle, and ending)
to organize your memo, you should follow one of the three approaches for
writing effective business messages. (For a review, see Chapter 5.)

Direct Approach
Most writers follow the direct approach in writing their memos. The direct goto
approach is straightforward and easy for the reader to follow. When writing ;
a routine memo using the direct approach, you should: aol 7%
Activities 13-1
Copyright © Glencoe/McGraw-Hill

1. Open with the main idea/ purpose.

and 13-2
2. Cover all the relevant points, including supporting information. Peer yer ae

3. End with conclusions, recommendations, or requests for action.

indirect Approach
Occasionally, you may decide that the indirect approach (used primarily for
bad news) is a better plan for your memo. For instance, if you are presenting
conclusions and recommendations that you know the receiver will oppose,
you may be wise to present details and facts first before leading up to your
conclusions and recommendations. Do not waste words, but do lead the
reader to come to your conclusion by first explaining your point of view and
building a strong case. The indirect approach would follow this plan:

Developing Memos and Memo Reports 367

 1. Give background details, facts, or explanations.

2. Present your conclusions and/or recommendations. ©

Although you may find the indirect approach helpful in bad-news situ-
ations, many communicators feel you should start internal messages by
identifying the subject and purpose, regardless of the type of message.

Persuasive Approach
A memo requesting a special favor or approval of an idea should follow the
persuasive approach:

4. Capture the reader's attention.

2. Create interest by showing a benefit to the reader, if possible.

3. Encourage the reader to say yes by logically presenting information

supporting your request.

4. End your request courteously with an appropriate call to action.

Persuasive messages may also use the indirect approach.

Tone of a Memo
The tone of a memo may differ from the tone of a letter or a report written to
someone outside an organization because the memo writer is often more inter-
ested in presenting facts than in persuading the reader. In fact, the writer is usu-
ally willing to let the reader form his or her own opinions. Although the memo

Y,
writer should not forget about tact, courtesy, and friendliness, the writer
assumes that the reader—a coworker—will work with him or her to serve the
needs of the organization. For this reason, memos are usually written in a
direct, no-nonsense style and are organized in a straightforward pattern.

Appropriate tone is still important to an effective message. Too often,

writers allow a dictatorial tone to creep into their memos. Will you please...
NOTES is a better beginning than You will....
Tone Up In most organizations today, the trend is toward informality in the tone of
Tone is importa memos. The tone that is used, however, may be influenced by the rank of the
in informal, internal
Hill

writer in relation to the rank of the receiver. Generally, memos addressed to

communications.
OCopyriaht © Glencoe/MeGraw-

people above the writer's rank are more formal in tone than memos
addressed to people at the same level as the writer or below the writer's rank.
Other factors that influence the formality of a memo include the purpose of
the memo, the memo's subject matter, the reader's background knowledge of
the subject, and the personalities of the receiver and the writer.

For instance, a memo announcing a holiday party would obviously differ

in tone from a memo justifying budget cuts. A memo recognizing individu-
als for dedicated years of service might have a more informal tone, while a
memo indicating reorganization of staff would have a more formal tone. If
the receiver of a memo is knowledgeable about the subject matter, the tone
of the memo might be less formal than if the receiver were not knowledge-
able. Also, personalities of individuals will influence the tone of memos.

368 Chapter 13
 Some individuals have a less formal style in working with people while others
have a more formal approach.
Most routine memos will do their job effectively if you:

1. Plan and organize your memo effectively using an appropriate

approach and tone.

2. Edit each memo for clarity, logic, and psychological effect.

3. Proofread very carefully.

After following these three steps in preparing your memo, you should
give the message a final reading from the reader’s viewpoint. Evaluate your
memo by using the following checklist to determine missing or partial
items that you need to include or expand.

Tee a Goto. =
Check Your Memo for: Ae wou ay
Purpose stated Activity 13-3
Problem/project identified To test your skills.
Background information provided
Needs of receiver met
Question(s) answered/problem(s) solved
Seven Cs applied
Conclusion(s)/suggestion(s)/recommendation(s) given
Appropriate approach used

Checkpoint 13.1

4. Why would you send, or not send, a memo that had the following
beginning?
Finally, the stats that everybody has been waiting for—the quarterly
errr ne

Copyright © Glencoe/McGraw-Hill

earnings figures. This has been a rough one, and I know that you all
are dying to find out how we did.
Re errrrenee

2. Explain why the following conclusion is or is not effective.

As you can see, a time management seminar is clearly worth the
expense. I recommend that we hire Time Manager, Inc., to hold
seminars on a bimonthly basis, and make attendance mandatory.
3. You are writing a memo to your manager. Which excerpt below is
more appropriate?
IPTV

a. Unfortunately, it appears that the organizational changes that

were implemented in May have not had the positive impact we
all hoped for. In fact, absenteeism is up, and we have lost six of
our best employees.
b. You must draw the obvious conclusion that the organizational
changes you pushed on us in May have totally backfired. Our best
people are bailing or not showing up.

Developing Memos and Memo Reports 369

 Memo REpPoRTS

Employees at all levels within an organization have a need for information in

order to function in their respective roles. The reports you write not only
serve as a basis for business decisions, but also help to evaluate your contri-
butions to the organization and your ability to communicate your ideas in
writing. Report-writing skills, in addition to your other communication
skills, are thus very important to your success in business.

Types of Business Reports

The two types of business reports are the formal report and the informal
report. The formal report is appropriate for reports that are sent outside the
organization. For internal communications within the organization, the
informal report, or memo report, is used more frequently. However, the for-
mal report may also be used internally when the importance of the subject
or length of the report makes the more informal memo report inappropriate.

A formal business report demands thoroughly documented, objective,

and detailed preparation. The formal report is longer than a memo report
and usually includes the following parts:

e Title page ¢ Tables and/or figures

e Letter or memo of transmittal e Summary

¢ Table of contents ° Conclusions

e¢ Summary or synopsis ¢ Recommendations

¢ Introduction e Appendix

¢ Body or text of several pages ¢ Bibliography

The formal report will be discussed in detail in Chapter 15.

In the business. world, the memo report is the most popular form for rou-
tine reports within an organization. While it resembles a memo because it
Hill

uses the same format and structure, it is still considered a report.

© Glenooe/MoGraw-

A memo report is a cross between an interoffice memo and a formal

report. The memo report follows the same format as a memo and uses a
Oopyriaht

Quoting Authorities. You are preparing an internal, informal

report comparing computers. In a trade magazine, you find a com-
plete analysis of the computers you are reviewing. You use this
analysis for your report. Is this unethical? Is it illegal?
—— —— — a ——<——— = ai

Chapter 13
 memo heading (MEMO TO, FROM, DATE, SUBJECT); but the body, which
is usually two to five pages long, is organized like the body ofa formal report
and may have side headings.

Even though the memo report does not contain all the parts of a formal
report, it may incorporate some of the special features found in formal
reports, such as headings and graphics. The memo report is usually consid-
erably shorter in length than a formal report and is written in an informal
style using conversational language. Facts and opinions are frequently stated
in the first person (I suggest) rather than using a stiff, formal writing style.

Similar to memos, memo reports flow upward, downward, and laterally

within organizations. Timely flow of internal communication is essential,
since employees at all levels within the organization rely heavily on infor-
mation that is reported to them in making decisions.

Functions of Memo Reports

Memo reports communicate information or ideas, state facts, provide rele-
vant data, and make recommendations to the receiver. Frequently, they are
created to answer requests for information or to report progress on pro-
jects. In addition, they are used to justify and evaluate alternatives in the
decision-making process.
Memo reports may be informational or analytical. Informational reports
present only facts and information. Analytical reports present an interpre-
tation of the facts and may include recommendations and conclusions
based on the facts.

Determining the Purpose of the Report

When you begin to prepare a memo report, you need to consider two basic
questions to ensure that your report will be functional and adapted to the
reader: (1) Who will read the report? and (2) How will the report be used?
After you have determined who will read the report and how it will be used,
you should answer the following questions:
Copyright © Glencoe/McGraw-Hill
Gopyright © Glencoe/MoaGraw-hilt

¢ Why is the report being requested?

e What dol, the writer, need to find out before writing the report?

* What kind of information does the reader need to understand?

* How, where, and when will the reader use the information?

¢ Where can the information be obtained?

¢ When is the information needed?

Once you have answers to these questions, you should be able to write a
descriptive statement about the problem or the purpose of the report.

Developing Memos and Memo Reports 371

 Glossing Over Details. What is your ethical obligation in present-
ing factual, reliable, and objective information? What is meant by { &
the “sin of omission”?

Once the purpose has been defined, you are now ready to investigate the
NOTES situation and gather information. Be certain that the information is factual,
reliable, and objective. Present the information in an organized manner
Needs of the
Receiver using clear, easy-to-understand language. As you analyze and interpret the
When preparing a information, you will develop your conclusions and recommendations for
report, ask: Who will read the your report. After writing a draft of your report, you will need to edit and
report? How will it be used? rewrite the report before distributing it to the readers.
Look at the memo report shown in Figure 13-2. This figure presents a
typical format and arrangement for the memo report.

Figure 13-2
Note the logical arrangement of
information in a memo report.

MEMOTO: Barbara Swalheim

FROM: Linda Bahr 18

DATE: July 3, <vEAR>

SUBJECT: Format for Memo Reports

Memo reports are short, informal reports used within an organization. They are
considered to be a cross between a memo and a formal report because they follow the
same format as a memo while they are organized like the body of a report, Used most
frequently to communicate facts, ideas, and statistics, they begin with an introductory
paragraph such as this.

Summary or Recommendation, This section includes either a concise =a

summary of the content of the report or recommendations based on the results of the =
findings. =

Background. Facts and background information necessary to fully understand

the report are placed in this section
ohbdid

Findings, This section reports the results of any investigation, experiment,

research, survey, study, or analysis. It may include tables, charts, or graphs to assist
the reader in understanding the results

Conclusions. The final section of the memo report interprets the results of the
findings.

By following this format for memo reports, you will be able to create reports to
enhance the decision-making process within your organization.

Ib

Chapter #3
 Types of Memo Reports
NOTES
Memo reports may be classified according to the frequency with which they
are generated. Typical memo reports include the following: Three Choices
Types of memo
* Progress/status reports: generated at specific intervals reports: progress,

* Periodic reports: generated on a regular schedule periodic, and informational.

e Informational reports: generated on an “as needed” basis

Progress Reports
Progress or status reports are used to inform readers about the status of a PE rie
specific project or activity. They usually indicate what has been done ona ay
project, what is being done, and what still needs to be done. They are useful
Activity 13-4
To test your skills.
in monitoring and decision making.
Some simple progress or status reports are written on fill-in forms and
are sent as needed or required by those monitoring a project or activity.
Others are written as brief narrative reports—these may respond to
requests for complex information or present ideas, explanations, or simple
recommendations. Longer, more involved status reports may also contain
recommendations supported by financial data or operating results.

Periodic Reports
Periodic reports, one of the most common types of reports used by busi-
nesses, are routinely prepared at regular time intervals—daily, weekly,
monthly, quarterly, or annually. Two of the most common types of periodic
reports are sales reports and financial reports. A monthly report on training
contracts is illustrated in Figure 13-3.

Figure 13-3
This periodic report provides a
monthly update.

MEMO TO: John Lightle

Mill

FROM: Lee Thomas LT

Copyright © Glencoe/MceGraw-Hill
Copyright © Glencoe/MeGraw

DATE: April 4, <YEAR>

SUBJECT: Computer Training Contracts

Our computer training contracts in March showed an crease of 46 percent over last
year’s figures, We completed 108 training contracts in March compared to 74
contracts last March,

The March contracts continued the upward trend we have seen in January and
February. This trend is the result of increased advertising efforts and expansion of our
computer lab facilities.

A final report is being prepared and will be distributed next week,

Developing Memos and Memo Reports 373

 Periodic reports are often prepared on preprinted forms, which provide
blank spaces in which to record information. The forms may also be com-
puter files into which you insert the needed information. Using a form to
prepare a periodic report reduces the likelihood that you will omit essential
information. It also reduces the time required to prepare the report.

Periodic reports may also be prepared according to standardized out-

lines that ensure report uniformity. Sales reports, credit reports, audit
reports, and many legal reports are prepared using a standardized format.

Informational Reports
Informational reports are simple, straightforward, factual presentations.
Most reports written in business are informational reports. Their purpose is
to communicate information—facts, ideas, statistics, or trends—in a direct
manner. For an informational report, you will gather facts, figures, and data,
organize the information, interpret and present the organized information
objectively, and make recommendations, if requested.

Data retrieved from a computer file can help you prepare informational
reports quickly. Although the computer may provide the data, you must

nie interpret the data. In preparing your report, it is your responsibility to

evaluate results, reach conclusions, and recommend possible solutions to
DIVERSITY
13] a problem.

Word Meanings When you are using computer data to prepare a report, you may be able
As workplaces become more to save rekeying of the data by printing statistical information directly from
diverse, the challenge of the computer file. You may then attach a simple memo transmittal form to
communication will increase. the printed data. Or you may electronically copy the data to create a new
Different backgrounds of document, then build the memo report around the data.
workers mean that many
more meanings can be
assigned to the same topic. Gathering Information for a Memo Report
A sales representative who Because a memo report often must be produced quickly, the information
used the phrase “climate
gathering is frequently done more casually and less rigorously than for a
study” to refer to morale and
longer, formal report that is sent outside the organization. Still, if you are
corporate culture confused
asked to collect data for an informal memo report, be as thorough and fac-
the receiver who did not Mill

relate to this meaning. Can tual as your limited time allows.

you think of another example
Oopyriaht © Glenooe/MoGraw

of a word or phrase used in

business that might be inter-
Organizing the Information for a Memo Report
preted differently by employees After you have gathered the information, you need to determine the best
from diverse backgrounds? way to present your findings. Remember that reports should be factual and
reliable. To accomplish this, you need to do the following:

* Present the facts with absolute fairness and accuracy.

¢ Be careful not to mix your opinions with the facts you report.

¢ Reserve your comments for your conclusions and recommendations,

but tie them directly to the information presented and facts reported.

374 Chapter 13
Dou
 Theiingeap 13.2
One of the most common and effective techniques of memo organization
you can use is to itemize the information. A report that contains complex facts
and ideas will be easier to read if items are (1) separated into paragraphs, (2) Discuss: What are some
numbered, or (3) preceded by side headings. Using this technique will also ways you can ensure that you
help you write concisely and organize carefully. will present facts fairly and
accurately and will not mix
Two challenges in presenting information are to communicate statistical them with your own opinions?
data effectively and to process an accumulation of material. Statistical data
can be communicated most easily through tables, charts, and graphs.
Remember, when you use these features, introduce them with an appropri-
ate reference in the text. All tables and graphs should also have adequate
captions and labels—check yours by asking the who, what, where, when,
why, and how questions.

When communicating statistical data, a table allows you to display the

NOTES
statistical material in logically arranged rows (horizontally) and columns
(vertically) for quick, easy reading. You should use a title, a subtitle, and col- Visual Aids
umn headings to identify the material in a table. You can also add rules Use tables and ~
graphs to present statistica
(lines) above and below the column headings and at the bottom of the table data
to give it a more professional look. Note how the tabular form used in Figure
13-4 makes the statistical information easy to read and interpret.

Figure 13-4
A table is an ideal way to present
statistical information.
MEMO TO: John Lightle

FROM: — LeeThomas 47
DATE: April 8, <YEAR>

SUBJECT: — First Quarter Computer Training Contracts

Computer training contracts for the first quarter of <year> increased 40.7 percent
over the first quarter of last year, This is a tremendous increase and will help cover
some of the expenses incurred by our expansion of facilities and equipment,

Following are the computer training contracts for the first quarter, reported monthly,
for both years:

COMPUTER TRAINING CONTRACTS

Comparison of First Quarter, Year | and Year 2

Months Year 1 Year 2 In¢réase = Increase

January 80 60 20
Copyright © Gloncoe/MeGraw-Hill
Gopyright @ Glenooe/MoGraw-Hill

February 92 65 27
March 108 74 34
TOTALS 280 199 $}

The expansion of our facilitics in December allowed us to increase the number of

training sessions as well as expand the types of sofiware packages offered. This has
resulted in the addition of several new clients. In addition, many of our former clients
have returned for training in the upgraded versions of their software.

Our goal is to maintain this increase throughout the following quarters. We plan to
continue to expand our offerings for the next quarter.

It is through your efforts that we were able to have the new facilities and courses
ready for classes in January, Our growth is a result of your contributions.

gm

Developing Memos and Memo Reports 375

 With today’s software, data can easily be converted into graph form. You
can use a line graph or bar graph to show changes over a period of time and
a pie graph to show the parts or percentages of a whole.

If you must communicate a large amount of reference material—data or

statistics—that you feel is important for the receiver to have, consider
putting most or all of it in a supplement (an appendix or an attachment) to
your memo report. This allows the reader to scan the supplement for evi-
dence or documentation supporting your report. The supplement also
allows you to focus on the most essential facts in the body of your report.

Although your memo report should contain enough facts to inform your
reader fully, too much documentation in the report body can detract from
your main point. Do not overwhelm the reader by putting all data or statis-
tics within the body. By definition, a memo report is usually a shorter report
than a formal report. Remember to be as concise as possible while still
being complete—a report that is too long will not be read.

Making Recommendations in a Memo Report

[f you have been asked to make a recommendation, make it the main point
of your memo. Be sure to find out whether you should describe specifically
how to carry out your recommendation. Also, consider whether you should
mention alternatives to your recommendation.
Too much documentation Including your recommendation and possible alternatives will make
detracts from the main point. your memo report complete—you will be telling the reader what he or
Use a supplement for presenting
reference materials. she has asked for as well as offering your own ideas.

Checklist for Memo Reports

As you develop each memo report, evaluate your message by using the fol-
lowing checklist to determine that your information is complete. If a
coworker or another student is available, proofread together. If not, proof-
read the material using one or more of the proofreading methods you
learned earlier. °

V CHECKLIST FOR MEMO REPORTS

Check Your Memo Report for:
Problem/purpose identified
Information gathered
Information organized logically
ealTp

Clear, easy-to-understand language used

Information presented factually and objectively
Data/information analyzed and interpreted (if appropriate)
Conclusions given
Recommendations given (if appropriate)

376 Chapter 13
 Preparing a Sample Memo Report
Suppose you received from your employer the memo shown in Figure
13-5 below. How would you go about gathering data for the requested
report? Follow these steps for preparing a memo report on an office space
rental study:

1. First, read the request carefully to make sure you know exactly
what information Ms. Schmitz needs. (Since her memo is clearly
written and you understand what you are to do, you need not tele-
phone her for further explanation.)

2. Review client addresses to determine their proximity to different

office locations.

3. Check various business directories to find out what office space is

available within the city.

Figure 13-5
Note the details outlined in
this request for a report on
expanding office space.

MEMOTO: Marie Dimpf

FROM: Debra Schmitz Ds

DATE: September 12, <yEAR>

SUBJECT: Office Space Rental Study

As our business has continued to expand, | think we need to consider increasing our
office space. Our current office does not allow for expansion; therefore, | feel we
need to investigate setting up a branch office at another location in Madison,

Will you please investigate the various possibilities for renting office space? We
probably should concentrate on an office location that has at least 2500 square feet
available,

Please research such things as location, square footage available, rental cost per
square foot, and the management company. Also, as you find viable locations, visit
them and inspect the property itself'and talk with other tenants to see if they are
satisfied with the location and management services

After researching locations, please present four locations on the west side which you
would recommend for our branch office—also include-a couple of east-side locations
Hin

in case some staff members would preter that area. However, I would like your
Copyright © Glencoe/McGraw-Hill
Gapyright @ Glenqoe/Moaraw

specific recommendation on whether you feel we should locate on the west or east
side of Madison. I would appreciate this information by September 30 for our staff
meeting.

rbs

Developing Memos and Memo Reports 377

 4. Next, lookin the Yellow Pages and begin phoning management
firms dealing in office space rentals. Obtain general information
about their rental locations, the amount of space available at each
location, an estimate of the cost per square foot, and amenities
included with that cost.

5. Check the various locations for the overall quality of the exterior of
buildings, accessibility to main streets and highways, and parking avail-
ability. Also, check to see if there are other types of businesses within
the area and if future business and residential development is planned.

6. Study this information and narrow the choices to six to eight loca-
tions that you feel would be acceptable.

7. Set up appointments with representatives from the management

firms for the locations you desire. Meet with them to discuss details
of a contract and to see the interior of the spaces.

8. Visit the office spaces at the various locations and use the visits to
view firsthand and judge the condition of the buildings and
grounds and the interior of the offices. During your visits, talk with
some of the tenants to determine whether they are pleased with
the space, location, and management.

9. Analyze and compare the data you have collected for each location.

10. Select the four locations on the west side that you feel would best
4
; meet your company’s needs. Also, identify two additional locations
1
|
on the east side.

11. Draw conclusions and determine what recommendations you will

make to Ms. Schmitz based on your research and the comparisons
you have made.

12. Organize the information you have gathered, your recommenda-

tions, and your conclusions into a memo report to Ms. Schmitz.

Remember that Ms. Schmitz expects your report to be factual and reli-
able. To accomplish this, you will need to do the following: Clenace/MaGiaye Hit

e Present the facts with absolute fairness and accuracy.

¢ Be careful not to mix your opinions with the facts you report.

¢ Reserve your comments for your conclusions and recommendations.

Now read the report shown in Figure 13-6a and Figure 13-6b, which Ms.
HOHE

Dimpfl wrote in response to Ms. Schmitz’s request. As you review this

report, note that it is effective in two ways:

1. The information is presented in an orderly, easy-to-read fashion

(note the side headings, for example); and

Chapter 13
 Figure 13-6a
This first page of a memo report
presents recommendations and
findings.

MEMO TO: Debra Schmitz

FROM: Marie Dimpfl

DATE: September 28, <YEAR>

SUBJECT: Office Space Rental Study

As you requested, I have investigated various locations on the cast and west sides of
Madison for opening a branch office.

RECOMMENDATIONS

In selecting a branch office location, | recommend the west side of Madison and the
following locations:

* High Point Office Park

Old Sauk Trails Park
+ Seminole Center
+ Enterprise Building

If the east side is the preferred location, | recommend the following locations:

* International Properties
* Virchow Krause Building

FINDINGS
1. The annual dollar rate per square foot of office space averages between $11.50
and $16.50, with a few companies at $17 and S18.
2. Except for Seminole Center, heat, light, real estate taxes, and common area
charges are included tn the cost per square foot.
3. Each location is in an office-park-type setting. The west side locations are all near
new development areas, basically corporate headquarters. They are all within one-
half mile of residential areas.
. The buildings are all less than ten years old
Ui be

. A survey of the properties showed them to be in excellent interior and exterior

condition and to have generally satisfied tenants.

2. The report represents something extra because the writer not only
makes the recommendations Ms. Schmitz has asked for, but she
has also taken the time to present the facts clearly and has given a
Hill
Copyright © Glengoe/MoGraw:

© Glencoe/McGraw-Hill

concise but complete comparison.

In writing memo reports, as in other phases of a job, remember to doa

little more than is required. You and those with whom you work will benefit
from the extra effort you make to produce a comprehensive report.

Since you are writing for coworkers when you are preparing internal
Copyright

communications, there are several factors to remember:

e Time factor—be concise; people do not have time to read everything

they receive.

* People factor—be courteous; do not take your colleagues for granted.

Developing Memos and Memo Reports 379

Figure 13-6b
The table offers a quick way to
compare recommended office
locations. Debra Schmitz
Page 2
September 28, <YEAR>

6. Each of the management companies was found to provide excellent services to

renters and to be in sound financial condition. All companies have multiple
rental properties within the city.
7. Each of the properties requires a three-year lease with the renter having the
option to extend the lease for another three-year period.
8. Each of the properties would allow for minimum remodeling within the rental
space. However, it would be at the renter’s expense,
9. All locations have easy access to major highways.
10, All locations have large parking lots for client parking
11. A review of our client list indicates that the majority are from either the west
side of Madison or from areas west of Madison. In addition, the vast number of
new developments in the area provides for a large potential client base.

DETAILS OF RECOMMENDED OFFICE RENTAL LOCATIONS

The following is a listing of the recommended locations for a branch office:

Sq. Ft.
Office Location Available S/Sq. Ft. Company

West Side:
High Point Office Park 5,500 $14.00 Welton Enterprises
355 D'Onofrio Drive
Old Sauk Trails Park 2,650 $15.00 Blettner Group
1210 Fourier Drive
Seminole Center 4,000 *$12.50 Blettner Group
594 Seminole Court
Enterprise Building 3,000 $13.75 Oakbrook Corporation
6400 Enterprise Lane

East Side:
International Properties 4,000 $14.25 Executive Management
2702 International Lane
Virchow Krause Building 17,000 $12.75 Michelson Corporation
4130 Lien Road
*Does not include heat,

CONCLUSIONS

1, These properties are similar in cost, amenities, and convenience of location. They
are of the quality that our company requires.
2. Tours of each of the properties can be arranged for your review

jos

Information factor—be complete, give people the information they

need for making decisions.
Content factor—provide factual, reliable, and objective information.

Organization factor—be logical, clear, complete, and concise.

One-Page Reports
In today’s business world, there is an increased emphasis on keeping the
length of reports and internal communications to one page. The format for
one-page reports consists of:

* Statement of purpose/problem

Recommendation

e Rationale for recommendation (listed in priority order)

380 Chapter 73
 One-page memo reports or summaries may be referred to as executive 66 In the world of
summaries. They summarize the recommendations of a report and the business, everyone
rationale for the recommendations. Consequently, reading the summary needs to learn to write a
may eliminate the need for people to read a longer document if they are one-page summary. 99
interested only in a report's findings and recommendations. —Nancy M. Johnson,
American Family Insurance

Checkpoint 13.2

41. Why is it important not to mix opinion and facts in a memo report?
2. Why do you think graphics, such as bullets and charts, make a
report easy to read?
3. How would you decide if you have included too much information
in a memo report?

CHAPTER 13 SUMMARY

The volume of internal communications in business is steadily increasing.

Two forms of communications, the memo and the memo report, are
designed for internal communications. Both are written to communicate
facts, ideas, statistics, and trends.

The basic principles and techniques for effective communication can be

applied to internal communications. When you plan internal communica-
tion, you must identify the purpose of the communication, the audience,
and the information that is needed by the audience.

The memo report functions to present facts and information and to aid
the receivers in making decisions or directing courses of action. Therefore,
C .’ opyright © Glencoe/McGraw- Hill

it is important to present all information factually and objectively.

Copyright © Glenooe/MoGray-Mill

Whether you are writing a memo or a memo report, it is important to

review your communication to make sure the information presented meets
the needs of the receiver, answers the questions or solves the problem, and
is presented clearly, concisely, completely, and correctly.

Developing Memos and Memo Reports 381

Danny Izumi, President and Director
Business Learning Center
In some ways, you might say that 34-year-old Danny
Izumi is old-fashioned. Never mind that he operates a
high-tech business that trains people on computer
applications, Web design, and computer repair. Or
that like most business people these days, he’s lost
without his cell phone.
Because for all the high-tech wizardry he surrounds
himself with every day, Danny still believes in the basics
when it comes to communication—basics such as
thank-you notes to clients and strong writing and verbal
skills for his employees.
As Danny sees it, strong communication equals
more business. Potential employees are evaluated
not only on their background and technical skills, but
on their communication skills as well.
“Our job is to train people in computer skills. If my 66... if my represen-
representative cannot speak or communicate with tative cannot speak or
confidence, there will be no clients,” says Danny. communicate with
“Writing skills are critical in documenting, creating
confidence, there will
reports, and writing letters to the clients. Strong
communication skills win the confidence of the client." be no clients. . .99
As for the thank-you notes to clients: “Simple, but
very effective,” he says, “because it’s personal.”

Open Lines of Communication

Danny and his partner have owned and operated Business Learning Center
(BLC) for more than six years. BLC specializes in training for Microsoft Office
applications, graphic design, Web site design, computer repair, and network
administration programs.
BLC’s clients include workers who are being retrained for new careers,
Copyright © Glencoe/MeGraw-Hill

corporate employees who need computer skills, high schoo! students, even
suburban moms who want to be able to monitor their children’s online activities.
Efficient, effective communication is necessary to keep things running
smoothly as a small business like Danny's grows. Much of the in-house commu-
nication at BLC is done through e-mail rather than through paper memos.
Danny also uses e-mail to communicate with potential clients, to do marketing
research, and to obtain product evaluations. Using e-mail also means that
important memos and requests are documented.
For all the benefits of e-mail—access, faster communication, documenta-
tion—it is not always the best method of communication. “At the time it’s
 nt
oa
presented, e-mail is one-way communication,” says Danny. “It may not be the
appropriate choice for delivering a negative or sensitive message.” So he
doesn’t use e-mail to discuss problems or delicate issues; instead, he prefers
to communicate in person.

Delivering Clear Messages

“| have experienced where some part of the [e-mail] message or memo was
not interpreted as | intended. If there is an issue, | communicate face to face,”
he says. “Human beings communicate through the senses. | read the ges-
tures, the body language; | sense the nervousness and apprehension.” These
nonverbal cues help Danny tailor his words and his delivery to make sure his
message gets across.
Similarly, Danny expects that his employees will speak to him in person
about their personal needs rather than firing off an e-mail requesting the after-
noon off. "My employees know what kind of issues are appropriate for e-mail
and what needs to be discussed in person. When they cross the line, | make
sure they understand | don’t appreciate the choice of method.”
His ancestry and upbringing may influence the emphasis Danny places on
communication etiquette. Danny was born in the United States, but as a child,
he lived in Japan, a country with a strong tradition of social convention. Asked
why he places such importance an strong writing skills, for example, Danny
replies, “In my culture, if you can’t write well, people question your education
and your upbringing, which brings shame on your parents.”
Danny Izumi’s parents have nothing to worry about. He has learned his
lessons well. After all, he still writes thank-you notes.

Discuss
1. What are some issues that would be inappropriate to bring up with
your employer in an e-mail message?
2. If an issue is inappropriate for an e-mail, and you are uncomfortable
Copyright © Glencoe/McGraw-Hill
Copyright © Glenaoe/MeGraw-Hill

discussing it face to face—perhaps because it is of a personal

nature—what are your other options?
3. Why is it important for a company to be able to keep records of
e-mail messages, memos, and other office documents?
aon
= APPLICATIONS State: ie ten Le

Ethics are the principles of right and wrong that guide all our decisions. We
make ethical decisions every day. Some are minor—should you check the
Internet on company time, or not? Some are significant—should you report a
crime? Most businesses have clear guidelines about the ethical behavior that
is expected from every employee. Unfortunately, ethical dilemmas still crop
up, and an employee may have to make tough choices.

Ethical Infractions
Some ethical situations are the result of employees choosing to do wrong
because they feel justified. For example, because they did not get a raise, they
feel that it is okay to make personal phone calls from work, pad the expense
account, or pass along confidential information. Employees who cheat on
their time sheets, lie on reports, or steal office supplies are not doing anybody
a favor, least of all themselves. Their actions are usually discovered, and their
reputations and the company’s morale are always damaged.
Some ethical dilemmas are the result of a superior asking an employee to
do something wrong. For example, a supervisor might ask an employee to lie
on his or her behalf or to ignore information. An employee may be forced to
choose between compromising his or her principles and keeping his or her
job. Of course, this situation happens rarely in businesses that have a clear
ethical framework. A good company leader knows that workers want to com-
ply with the rules of good conduct and to practice ethical behavior.
Businesses that establish clear rules and hire managers who clearly respect
and follow those rules offer the best support for their employees.

Situation: Although your team

Phinking
e o leader does not know it, one of
Critically your teammates is using com-
. ~ pany time to prepare and send
out her résumé, and she has
been to job interviews during her extended lunch hours.

Ask Yourself: What, if anything, would you do? Explain your decision.
66 News is what a chap hen a press release is well written and designed effectively, it can build
who doesn’t care much goodwill by promoting your organization. The media exposure it
about anything wants to brings will place your company’s name before readers, which can enhance
read. And it’s only news your company or product image. A press release, also called a news release,
until he’s read it. After announces some news that has happened or that will happen and is the
that it’s dead. 99 accepted and standard form of communicating information to the media.
—Evelyn Waugh,
Author Large organizations may have a public relations department whose job is
to handle the publicity designed to promote the organization. In this case,
press releases are written by someone in that department. Not all companies
have public relations departments, so anyone in the organization may be
asked to prepare a press release. You may, therefore, be responsible at some
time for writing the final copy of a press release for your company or for
preparing a draft to be edited and polished by the public relations depart-
ment. You may also be asked to write a press release for a service or profes-
sional organization to which you belong.

Press RELEASES

If you are responsible for writing press releases, you are on the “cutting edge”
of what is happening in your company. You should establish good relations
with your media contacts. Keep their names, company addresses, phone
numbers, and e-mail addresses handy for quick reference. Remember that
time is important when releasing information to the media, and a quick con-
tact may often be necessary.

Newsworthiness. Should you believe everything you hear or read

in the news media? Are certain media biased in their views? Why
or why not? Give examples of questionable news sources.

NOTES Planning a Press Release

Team Effort Making a writing plan before you begin writing is just as important for a
All employees ha press release as it is for other types of communication. Planning a press
a responsibility to release involves determining its goals. You should determine the major goal
contribute to good public of each press release. Read all the information you have gathered, then for-
relations and to their organiza-
mulate an outline to save time and to be assured that your ideas flow in a
tion's positive public image.
clear, logical manner.

State the Purpose of the Press Release

Identify what you want to accomplish by writing the press release. For exam-
ple, the purpose of a press release might be one of these:

¢ To announce an individual’s promotion or appointment to a position

* To inform readers of a new or improved product or service

Chapter 1#
 Thaingap 14.1
To report financial activities
¢ To announce awards earned or community services donated by
employees or the organization Discuss: What types of
publicity are generated by
* To advise readers of new or expanded facilities press releases?

Your overall purpose in writing a press release is to entice the media into
reporting, in their own words, about your company or product in order to
increase your company’s visibility. The media will not take the information
from your press release and simply reprint it or broadcast it. You must make
your press release describe something new, different, exciting, and interesting
about your organization—something that the media will find newsworthy.

identify the Target Media

Your target media is the person or persons to whom you are writing. You
should identify what kind of media coverage you want to generate when
using a press release. This coverage can take several forms—a feature news
article, a radio or television interview, or a printed product review such as in
a newspaper or magazine. A feature news article can be a detailed article
devoted solely to the subject in your press release. On a radio or television
program, the subject of your press release might be discussed, or you or
someone from your organization might be interviewed. In addition, news-
papers and magazines often print columns that highlight new and interest-
ing products they think readers would enjoy or find beneficial. The Internet
is becoming a favorite place to post news releases.

Guidelines for Writing Press Releases

Editors welcome concise press releases, but it is better to give them too NOTES F
much information than too little. Too little information may require them to
>

Spread the lf
make time-consuming telephone calls for additional information or clarifi- Word E
cation, or it could result in the release being tossed into the wastebasket. Press releases can be
distributed not only to media
Follow these guidelines when writing press releases: but also to associations, trade
shows, audiences at speaking
Set Realistic Goals engagements, or any potential
customers
Having a clear understanding of your goals will help you focus your writing
Sopyrignt @ Glenaoa/MoGrawenil

Copyright © Glencoe/McGraw-Hill

on the purpose of the press release to ensure that it will meet your expecta-
tions. Use the following checklist:
* Have I chosen the appropriate media?
¢ Have | identified my audience correctly?
¢ Have | included all the necessary information?
e Is the press release clear and to the point?

identify an Interest Angle—Your “Hook”

Most press releases will be printed or broadcast only if the editor considers
the information newsworthy; therefore, the information in the opening must
grab the reader's attention. Here are some examples of how a press release
might emphasize local news, human interest, or public service angles.

Creating Press Releases and Newsletters 391

 A local news angle about the appointment of a new company president
might catch the reader's interest because the reader is interested in the com-
pany’s key personnel, is an investor, or has previously worked for the company. ~.

w 7
7
LOCAL NEWS: Columbus native Jacob Andrews yesterday was
named President of ....
Readers are always interested in heroic efforts by others. An example of a
human interest story follows:

HUMAN INTEREST: Robert Zhang, the volunteer firefighter who last

week rescued a 5-year-old boy from the icy
Truckee River, will be honored this evening at 8
p.m. at the Rhineman Community Center. Robert,
a manager at Henderson & Associates ....

The readers’ interests are often piqued when they read about some free
service such as in the following public service announcement:

PUBLIC SERVICE: Angus & Martin, a local investment firm, is again

offering our community a free estate planning
seminar entitled “Estate Planning: Investing in
Future Generations.”
Thinking Capyytws A press release detailing a new travel discount, Fly-Away Travel, is not
Discuss: What are the pros news because discount travel is nothing new. However, a press release
of issuing error-free press describing Fly-Away Travel as a travel service that finds exclusive discount
releases in order to maintain fares for families who travel with children is news. This information is news
the organization's good public
image? because consumers may be interested in this service.

Determine Who Should Receive Your Press Release

Ask yourself who would realistically be most interested in the information
you are presenting in your press release. For example, many kinds of media
outlets—newspapers, magazines, and television and radio stations—would
be interested in information about Fly-Away Travel. You should create a4
mailing list of the media outlets that should receive your press release.

Avoid Highly Technical Language and Detail

Even if you intend your press release to go to a department at a magazine or
newspaper whose staff would understand technical language, you cannot be
sure that the person who initially reads the press release will have the same
background. Also, even if an editor understands the technical language, he or
she might pass the press release to someone who does not understand it. You
should avoid highly technical language and detail except when necessary.

Press Release Format

A standard format should be followed if your press release is to be accepts’
and read by the media. Seven basic elements should be included in a press
release. With examples of each of these elements, we will build a press
release based on the public service example introduced above.

Chapter =
 Release Statement
Key the words “FOR IMMEDIATE RELEASE” or “FOR RELEASE ON (enter
date here)” at the upper-left margin on letterhead paper—placement at the
upper left is traditional. Some companies have stationery for press releases.
Emphasize the release statement by using boldface type, all-capital letters,
and a slightly larger font size.

FOR IMMEDIATE RELEASE: or FOR RELEASE ON (june 1, 2004):

Contact Information
Double-space below the release statement and key the name, title, phone
number with extension, fax number, and e-mail address of your company’s
spokesperson. This should be the person with the most information about
the subject of your press release. In most cases, you should also include the
home phone number of the spokesperson since reporters often need to call
outside normal working hours.

CONTACT: Mr. Jason Angus, President

Days: 719-555-0789, ext. 2070
Evenings: 719-555-0904
GLOBAL
Fax: 719-555-3899
DIVERSITY 14.1
E-mail: [email protected]
Language
Headline Do you think different cultures
Double-space below the contact information and key a headline—make it interpret certain phrases dif-
boldface and centered on the page. The headline is the critical element of ferentiy? An example: “The
your press release and will determine its success. Follow these guidelines for employee was a quick study.”
effective headlines: What can an employee do to
help coworkers from other
° Headlines should never be longer than a sentence. cultures who have problems
e Avoid being clever—focus on the topic of the press release. with the English language?
¢ Include documented research or statistics in the headline.

Note the concise wording of the following headline:

ANGUS & MARTIN OFFERS FREE

Copyright © Glencoe/McGraw-Hill

ESTATE PLANNING SEMINAR

Date Line
Begin your first sentence with the city and state your press release is issued NOTES
from and the date you mail the release, as in this example: Get to i
the Point &
Colorado Springs, CO, February 15, <YEAR>.
Since a press release ——
is really a news story, write it
Lead Paragraph in a journalistic style with the
most important information
Your lead paragraph should be one or two sentences long. Make sure it first. Give the relevant who,
includes the “hook” that will grab the reader's attention quickly with rele- what, when, where, why, and
vant, interesting, new information. Also, make sure it answers the questions how information in the first
paragraph of a press release.
who, what, when, where, why, and how. This is known as the journalistic style.

Creating Press Releases and Newsletters 393

 The lead paragraph, as well as the rest of the body of the press release, may
be single- or double-spaced. In the following example, notice the “hook” is
in the last sentence:

Angus & Martin will again offer its free estate planning seminar entitled
“Estate Planning: Investing in Future Generations” on Saturday,
February 28, from 7-9 p.m. at the Reisnor Community Center. If you
want your estate protected for your heirs, attending this seminar
is a must.

Text
After presenting the essential information in your lead paragraph, include
the remaining necessary details in your text. Remember to avoid using tech-
nical language if possible. Use an appropriate tense, and keep the length of
each paragraph to three or four sentences and the length of any quotes to
two or fewer sentences. Depending upon the subject of the press release, you
might include the following:

¢ How your reader will benefit by reading or hearing the information

* What is unique or different about the person, product, or company

Notice the specific details and benefits mentioned in this example:

More than 200 people attended last year’s seminar. Many people
indicated that they plan to attend again this year. Some of the topics
to be discussed are preparing wills, avoiding estate taxes, and setting
up trust funds,
Because of the many phone calls requesting this seminar,
attendance is expected to be double last year’s, so come early.
Angus & Martin is providing refreshments for those who attend.

Conclusion
At the bottom of the last page, restate the specifics, highlight any dates, and
indicate any information or samples available to the media.
hill

“Estate Planning: Investing in Future Generations” is a free semi-

@ Glenaoe/MaGraw-

nar conducted by Angus & Martin, Reisnor Community Center,

February 28, 7-9 p.m.
Brochures about writing wills, avoiding estate taxes, and setting up
trusts will be available. Call Jason Angus at 719-555-0789, ext. 2070,
for more information.
Copyright

NOTES
Content Matters HHt
be
Using graphics
Editors receive many press releases each day, and yours is competing
colored paper will not
attract reporters or editors with many others for the editor's attention. Follow these accepted format-
looking for serious, newsworthy ting rules when keying your press release:
information
e Use 8!/2- by 11-inch organization letterhead stationery.

Chapter 14
 Use 20-pound white or off-white bond paper.

¢ Use single spacing, 1.5-inch spacing, or double spacing.

e Indent five spaces for each new paragraph, or skip two lines between
each paragraph, and make paragraphs flush left.

e Use italics or bold type to emphasize key words.

e Use only one side of the paper.

¢ Number all pages except the first.

* Key the word -more- centered at the bottom of the page to indicate
there is another page to follow.
e Print three number symbols (###) or (END) a double space below the
end of the text to indicate the end of the press release.

° Staple, do not paperclip, the press release.

Study the completed press release shown in Figure 14-1. Notice that sin-
gle spacing is used in the body, and that bold type is used to emphasize
important information. The rudimentary information is given in the first
three paragraphs, but what the writer really wants the reader to remember

Figure 14-1
A well-written press release
can promote goodwill for your
ANGUS & MARTIN INVESTMENTS, INC. organization.
2112 Academy Boulevard
Colorado Springs, CO 80914

FOR IMMEDIATE RELEASE:

CONTACT: Mr. Jason Angus, President

Days: 719/555-0789, ext. 2070

Evenings: 719/555-0904

Fax: 719/555-3899

E-mail: [email protected]

goto
DOU
ANGUS & MARTIN OFFERS FREE
ESTATE PLANNING SEMINAR

GL
Hill
Hil
Copyright @ Gleneoe/MeGrawe

Colorado Springs, CO, February 15, <year>.--Angus & Martin will again offer its free
estate planning seminar entitled “Estate Planning: Investing in Future Generations” on Saturday.
Copyright © Glencoe/MeGraw-

February 28, from 7-9 p.m. at the Reisnor Community Center. If you want your estate protected
for your heirs, attending this seminar is 4 must
Activity 14-1
To test your skills.
More than 200 people attended last year’s seminar, Many people indicated that they plan
to attend again. Some of the topics to be discussed are preparing wills, avoiding estate taxes, and
Selling up trust funds.

Because of the many phone calls requesting this seminar, attendance is expected to be
double fast year's, so come early. Angus & Martin is providing refreshments for those who
attend,

“Estate Planning: Investing in the Future” is a free seminar conducted by Angus &
Martin, Reisnor Community Center, February 28, 7-9 pan.

Brochures about writing wills, avoiding estate taxes, and setting up trusts will be
available, Call Jason Angus at 719/555-0789 for more information.

sat

Creating Press Releases and Newsletters 395

 is repeated in the next-to-the-last paragraph with the title of the seminar in
bold type. An additional statement is made to emphasize that anyone
attending the seminar will receive free information.

Distributing a Press Release

You may already know that you want to’send your press release only to your
local newspapers; if so, you'll have no problem determining where to dis-
tribute it. But what if you want the information distributed more widely
throughout the entire industry or beyond? In that case, you should create a
mailing list of sources that would be interested in your information. Ask
yourself the following questions to help you develop your list:

e Which media outlets should receive my press release?

How many media outlets should be included on my list?

What resources are available to help me create a media mailing list?

Should the press release be mailed or faxed?

Figure 14-2
This Microsoft Word press For Details, Contact: lug Shy Arsociate
5 Main Street
release template serves as a Bob Stephens
Blue Sky Asioctates
model for press releases. Phooe (123) 456-7890

blue sky news release

Blue Sky Games Enhanced With Two New
Additions: The Blue Sky Big Games Pack
and The Blue Sky Games CD-ROM Edition

GG&G recognizes Blue Sky with Seal of Approval

and User Award; Jointly sponsors game contest

San Francisco, September 23, <YEAR>: When writing a release, suy whe, shar, where,
wher, Wh, and how in the first paragraph, if you can, Also, it’s helpful if you remember the following;

* Kaow your conlact’s name, title, phone, fax, and department

* Mail or fax your release 10 days in advance of the release date

How to Customize This News Release for Your Own Use

brill

To crese your own customized version of this template, select File New and select this

template. Be sure to indicate “template” as the document type in the bottom t corner of the
OCopyright © Glencoe/MeGraw-

jiaiog. You will then be able to make changes and save the template with a custom name

Insert your company information in the name, contact, address, release date

frames, and chang > header text on page 2 to reflect the contents of your story

Choose File Save As. At the bottom of the menu, choose Document Template in the

Save File as Type: box (the filename extensions should change from doc to .dot)

Save the file under a new name to protect the original, or use the same name to

replace the existing version.

Te create a document, choose File New to reopen your template as a document

For Release 9 a.m. EDT = Siar more

September 23, <vean>

Chapter 14
 Figure 14-3
12345 Main Suet A press release template includes
JEAN-PAUL, DELORIA & DELORIA
Any City, ST 12345 options for customizing text.
Phone 123-456-7890
Fax 123-456-7890

Press Release
Qty

HOW TO CUSTOMIZE THIS PRESS RELEASE

HE GRAY SHADING for your printer, click

on the text area, and choose Borders and Shading from
the Format menu. Select a new shade or pattern, and
choose OK.

TO CUSTOMIZE THIS TEMPLATE, select File New and

select this template. Be sure to indicate template
as the document type in the bottom right corner of
the dialog. You can then in sert your company
information in place of the sample text a
the header on page 2 (for multi-page sto
choose File Save As. Choose Document T mplate in the
C

ave File as Type b Kk. Save the file ur era nev

7M

t< ° protect the original, or use the same name to

overwrite the original.

To create a new document, choose File New to reopen

your customized template as a document,

TO DELETE A TEXT FRAM k on the frame }

(the frame handles
press Delete.

-End-

Press Release Templates

Most word processing software offers press release templates to help you
create a press release. These templates are word processing files that serve
as models for creating a press release. Using a template enables you to cre-
ate a press release quickly without worrying about formatting it. Review
Gopyright © Glenooe/MoGraw «Hill

Copyright © Glencoe/McGraw-Hill

Figure 14-2 on page 396 and Figure 14-3, above, which show two Microsoft
Word templates for press releases. Notice that the formatting of the releases
is slightly different in style from the one introduced in this chapter, but all
of the same basic information is included. Notice, also, how the instructions
within each press release help you customize the release to suit your needs.

Checkpoint 14.1

4. What are the benefits of writing a concise press release?

2. Why do you agree or disagree with the statement that it is better to
give too much information than too little?
3. Why is it effective to restate the specifics in the last paragraph?

Creating Press Releases and Newsletters 397

 NEWSLETTERS

A newsletter is one of the best ways to keep company employees, customers

or potential customers, investors, vendors, or association members, among
others, informed about what is happening in your organization. The pur-
pose of a newsletter is to educate, inform, or sell.
Often newsletters have a longer shelf life than ads or brochures. When
readers find the information in them helpful, they may keep files of
newsletters for reference. Or they may pass them on to coworkers or friends
or even post them on bulletin boards at work. Internet users often print
copies of online newsletters to circulate.
Written well and presented attractively, a newsletter can be an excellent
investment for your company or organization. Whether you're using a
newsletter to provide employee recognition, increase sales or referrals, edu-
cate workers or customers, or simply boost employee morale, the company
should expect to gain more than it cost to produce the newsletter.

Guidelines for Writing Effective Newsletters

When writing newsletters, you must follow accepted guidelines to ensure
that your newsletter will be acceptable to its target audience. Based on the
target audience, newsletters fall into two categories: external, written to cus-
tomers or potential customers, and internal, written to employees.
External newsletters, which target customers or potential customers,
should do the following:

* Present a professional, winning image

e Introduce new services, products, or staff; company goals
Recognize employee accomplishments
Restate the benefits your customers receive by doing business with
your organization
Illustrate your organization's strengths with testimonials
1H) Clarity Metarawy Hill

Demonstrate your organization’s permanence, and reliability

Provide useful information that may also lead to sales
Indicate how the reader is to respond, if appropriate

When writing articles for an internal newsletter, you should encourage

employees to submit ideas for articles that recognize achievement or
explain current industry developments and other topics of interest.

Internal newsletters, which target employees, should do the following:

e Explain your organization's goals and plans for the future

Chapter 14
 * Introduce new staff, services, and products
* Educate your employees in a nonthreatening way
¢ Improve relations within your company
* Motivate your employees by recognizing them for achievements
* Highlight your company’s community involvement

All newsletters, regardless of the intended audience, should:

* Be written by writers who can convey information persuasively
* Use proven graphic design techniques that will appeal to the reader

Now study the sample of a newsletter shown in Figure 14-4 on the follow-
ing page, published by Jeff Rubin, President, PUT-IT-IN-WRITING, Pinole,
California.

Newsletter “Don’ts”
The success of any newsletter comes from knowing what to do and what not
to do. You should become familiar with certain “Don'ts.” Watch out for the
following “Don'ts” when writing newsletters:

Don’t Waste Space Writing Articles That Are “Fun”

Make certain that every article has an objective that will ultimately benefit
the company. Avoid including personal information that does little more
than entertain (unless company philosophy allows it). Study the following
examples:

POOR: Anne Reed has assumed the position of office manager in

the Sales Department. Anne has worked for RECO, Inc., for
12 years; she has two children—Robert, 6 years old, and
Bryan, 4 years old. She is very active in a volunteer group at
Mercy Hospital. Congratulations on-your promotion, Anne!
Copylight © Glencoe/MeGraw-Hill

BETTER: Anne Reed has assumed the position of office manager in

the Sales Department. Anne has worked for RECO, Inc., for
12 years, and has more than 10 years experience as an
office manager. Anne has been very innovative in updating
computer software and equipment for RECO and has
helped implement the new computer security system.
Congratulations on your promotion, Anne!

In the second example, you learned about Anne's expertise with com-
puters and that she was instrumental in implementing the new security
system. In the first example, you learned only about her personal life.

Creating Press Releases and Newsletters 399

Figure 14-4
A sample newsletter published
by Jeff Rubin. (Courtesy of Jeff
Rubin, PUT-IT-IN-WRITING,

QUARTERLY vfss CONTA

put-it-in-writing.com.)

CALPLY

Customer service

Our GOAL — EXCEED EXPECTATIONS

to prevent future
occurrences,

We are pleased
to report that we
have reduced
customers’ expecta: errors by 90% so
tions. ‘ far, and are working
In April 1999. toward a goal of
we Implemented a zero billing errors.
program to improve We have accom
Our billing accura- plished this
cy, We began to improvement
track monthly the through the efforts
number of biling %: 8 of General
errors, as well a5 Managers, Branch
total billings. by Branch and by Sales Managers, Sales Representatives and mem-
Representative, We report on the results each bers of our Customer Service Departments,
mooth to each Branch. We research the Well done!
cause of errors and work to eliminate them

Our FIRST ISSUE

al ou are holding the * High profile projects employees’ fives (births, wed.
> y Jf first issue of + Awards received for pro- dings, etc.)
D) &CALPLY's quartesty fects * Projects landed through
ben) Cmployee newsletter + Branch profiles the Project Lead Program
‘Features that will * CALPLY family We hope you enjoy the
appear include: * New hires newsletter.
* CALPLY In the News * Important events in

Don’t Use Generic Filler Material

A newsletter should generate a return on your company’s investment in pro-
ducing the newsletter. Generic fillers such as recipes, famous quotations,
and historical facts may be interesting, but usually the reader cannot apply
this information to his or her job.

Don’t Use an Unreadable Typeface

A fancy font might look attractive when you are viewing one sentence.
When you are reading an entire article, however, it can become difficult to
read. Keep the type simple enough and large enough to make sure your
NOTES /F
message is read.
Avoid Filler ik
POOR: This Garamond Bold Italic typeface is difficult to read when used in
Even though yo
filler information in columns of information.
newspapers, do not use this type
BETTER: _ This Arial typeface is easier to read in columns of information,
of information in newsletters.
as is this example of Times New Roman.

Chapter 14
 Don’t Be Wordy
Keep your writing simple and to the point. Readers are inundated with infor-
mation and most have busy work environments. Keep your writing simple to
understand so that the reader will immediately grasp the benefits of the
information you are presenting.

Don’t Forget to Document Your Facts

Readers want to know that facts and statistics support your statements. Do
your research and, above all, make no factual errors!

Newsletter “Do's”
Here are some “Do's” to follow when you are writing newsletters:

Write to Express, Not to Impress

Your purpose is to communicate, not to impress your readers with your enor-
mous vocabulary. Don’t use big words when smaller words will do. Keep your
writing casual, nontechnical, and conversational. Remember to identify the
meaning of any acronyms you think your readers will not understand.

Avoid Clichés
A cliché is a trite or overused expression. If it is needless to say, why say it?
Here are some other examples: Don't say in the near future or at the present
time. Instead use soon and now, respectively.

Proofread, Proofread, Proofread

Remember that the newsletter is a reflection of your company or organiza-
tion. The reader will immediately form an opinion of the organization
based on the newsletter, and that can result in a negative opinion if the
newsletter is full of typos and grammatical errors. To make sure your
newsletter represents your company’s professionalism, thoroughly proof-
read it—don't forget to use the spell checker, grammar checker, and the-
saurus. Rewriting and revising may seem tedious, but they are necessary to
Copyright © Glencoe/McGraw-Hill

produce a well-written, professional newsletter.

Make the Title of Your Newsletter an Attention-Grabber

All too often, writers focus the title of their newsletter on a company’s name or
an organization's name. Ifa reader is not already familiar with your company or
organization, however, the name tells them nothing. Take a look at the follow-
ing examples of titles for a newsletter whose purpose is to promote more travel
by passenger train. Notice how much more interesting the second example is—
it implies that traveling by train is so fast the train rails actually sing!

POOR: Amtrak Newsletter

BETTER: Amtrak’s Singing Rails

Creating Press Releases and Newsletters 401

 Newsletter Format
Just as the writing of a newsletter must be top-quality, the formatting also must
be top-quality. You don’t want a well-written newsletter tossed into the waste-
basket because it looks busy and difficult to read. You can improve the appear-
ance of your newsletter by following these formatting guidelines.
NOTES Use at Least One Graphic Per Page
Dress It Up Graphics include photos, artwork, charts, quotes, even a colored or shaded
Graphics, white box. Graphics attract the reader because they are usually the first things ona
space, color, and visuals page to catch the reader’s eye. They also provide visual breaks from solid
contribute to a top-quality blocks of text—row after row of text is boring and difficult to read.
newsletter.
Use Ample White Space
When text, graphics, and borders consume the page margin to margin, a
newsletter becomes busy and hard to read. Balance the white space in your
margins between articles and around graphics to keep the overall look visu-
ally pleasing. Bullets (¢) help to draw attention to lists. Shaded or colored text
boxes make it easy to identify important quotes or information. Most
newsletters are formatted in two columns,

Use Complementary Colors, Shading, and Tints

Printing in black and white is fine, but if your budget allows, use at least one
complementary color. Remember that your newsletter will be competing for
the reader's attention with magazines, newspapers, or brochures—many of
which have large budgets and can produce colorful, exciting images.
Use Quality Photographs
Often company newsletters contain photos that were printed using old tech-
niques, giving them the appearance of being washed out and blurry. To avoid
this problem, don’t use photos taken with Polaroid or Instamatic cameras. Also,
photos can be scanned using image-editing software to sharpen the photos.
These programs allow you to adjust the contrast, color, and brightness levels of
a scanned photo. Scanners used with desktop publishing make including pho-
tos quite easy. Digital cameras can also be used to obtain quality photographs.

Use Cartoons
Cartoons can catch the reader’s interest and provide humor. These cartoons
can be freehand drawings or purchased from a published source and
reprinted with permission.

Check on Your Readers

From time to time send short surveys to your readers to obtain feedback about
what they like and don't like in your newsletter. If the newsletter is being dis-
tributed in the office, check to see if the newsletters are read or tossed aside
This can be done by simply asking about the information in the newsletter.

Logo Laws. If you used someone’s company logo in an article in a

newsletter you were writing without obtaining permission to do so,
would you be violating any copyright laws?

Chapter 1#
 Newsletter Templates
The office has changed since writers began using personal computers to
prepare copy for print. Desktop publishing—using word processing software
to produce high-quality printed output or camera-ready output—has
become commonplace. With this software, features such as graphics, color,
rules (lines), borders, columns, and a wide array of fonts and type sizes are
available with just a few keystrokes.

Study the newsletter template shown in Figure 14-5. To use a template

such as this one, you simply key the text, select the area in the template
where you want text to appear, and copy the created text to that position in
the newsletter. In some templates, you can key text directly in the template.
Every aspect of the template can be changed to suit your preferences,
including the title and any graphics you want to include.

Figure 14-5
Newsletter templates can be
changed to suit your preferences.

Pat Lite id
® Secrets to Creating a Professional Newsletter 1 How to Customize This Newsletter Template
® Newsletter Tips, Tricks, and Good Advice 2 How to Save Time in the Future
© Complete Stop-by-step Nowsletter Instructions 3 How to Improve Your Newsletter Print Quality

The Gazette September <TEAR>

==

Home delivery service unites with retailers

Offers added value and convenience withous increasing cost of goods; saks explode

fo
To resize a picture, cltck om it and drag a To change/insert 2 picture, click on feopen your template as 2 document
the picture, and choose Picture from Your company information should now
the Insert menu. Choose a new picture, appear in place.
and click the Link ro File box if you
would like to save the artéwith che
newsletter, Style Names
How do we customize this design for To change « picture color, double-
our own use? I have a color printer
and would Bie to print in color, Thete are three ways to view the preset
Copyright © Glencoe/McGraw-Hill
Gopyright @ Glenooe/MoGraw Hill

Style names for this newslerer:

To change the shading of cext
borders, or to remove a ruling line, click or delere objects. Click on * In Normal view, choose Options
your cunor © patagraph, and, from and choose Drawing Objec from the Format menu, Click the
the Forma: . Choose Borders and Format menu. Choose 2 new shade, and
View tab. In the Style Area Width
Shading. Select a new option choose Close. To delece an object, press
box, type 2 number such as “6”
ange the col r of text Delete. (picas)}; or

Creating Newsletters In Page Layout view, click on any

paragraph and view the style name
OK or Can xi 1% Whea you resave the template with on the Formatting toolbar; or
Section breaks make it possible your changes, furure document creation * From the Format menu, choose Style
for various sections to have more than one Gallery. In the preview section, click
column, To change the number of columns open your templz on Example or Style Samples
i y section, click your cursor in the 1 With the template open, type your
sect! to be changed, and choose
e
company text over the sample text.
Format Column. miber.
With the Break command, you can As. In the menu,
insert a page break, column, or section Document Template in the Save
break, Assuming your nonprinting char- File as Type: box, (The extension should
acters are ty ed on (in Tools-Options- change from .doc-co dat.) Save the
View dialog box), you can identify breaks file under a new name to protect the To change the picture background, doubic-
by the double, dorred lines. To insert a original, of use the same name to click on the picture te activate the drawing.
replace the existing version, You'll
see @ blinking cursor and a paragraph
break, choose Break from the Insert mark. Exporiment with that paragraph —alter
menu. Select an option, and click OK To create a newsletter from your Format Berders and Shading, and alter the
to exit the dialog box. newly saved template, select F spacingin Format Paragraph.

Creating Press Releases and Newsletters 203

 Checkpoint 14.2

Summarize the key differences between internal and external

newsletters.
Do you agree that it is a good idea to leave “fun” articles out of a
newsletter?
How does a company benefit from circulating a perfectly proofread
newsletter?

CHAPTER 14 SUMMARY

Writing effective press releases is an important way a company can become

better known to its customers or potential customers. If you are responsible
for preparing press releases, you should familiarize yourself with press
release guidelines and the accepted formatting rules. Remember that your
overall purpose is to entice the media into reporting about your company or
organization to increase its visibility. Make your press releases new, different,
exciting, and interesting to entice an editor to consider them newsworthy.
Producing a newsletter is another way to advertise your company or
organization. When a reader reads that first newsletter, he or she will decide
if your newsletter is worth reading again. Your newsletter is competing for
the reader's time; therefore, you must offer the reader information he or she
believes will be beneficial.

Follow the guidelines given for writing and designing effective newslet-
ters to ensure that your newsletter will be read, kept, and used. Make cer-
tain you print correct information. Always emphasize how your reader will
benefit by reading your newsletter.

Chapter i4
” WORKPLACE Panes ene re RAS TST
PEEL by ea EeNe feta Evi)

Plagiarism is the act of presenting another person's words or ideas as your

own in writing. It is a serious offense in the business world. You would not
openly steal another company’s products; another person's words or ideas are
no different. They are a product of the person's imagination and hard work. It
is important to respect them. When writing, if you borrow even a phrase or an
idea that is not accepted as common knowledge, you should credit its source,
using one of the formats explained in this chapter.

Acknowledge Your Sources

Plagiarism often occurs unconsciously on the part ofa writer. A writer who
is researching a topic becomes deeply immersed in the words and ideas of
others. It is entirely possible for a writer to forget the source of a good idea or
a turn of phrase, or to forget that the idea or words even came from an out-
side source. He or she may forget that the idea is not common knowledge.
The only way to avoid this mistake is to take notes carefully and to give credit
where it is due.
When you take notes, label them with the name of each source and its
author. If you wish to use the author's exact words, place them in quotation
marks and include the page where you found them. Double-check that
you have copied the quotation exactly.
If you use the quotation, or even a paraphrase of it, you must credit the
original writer. Also, it is always a good idea to review your writing before sub-
mitting it. Check every phrase and quotation against your notes to make sure
they are either in your own words or are credited.

Thinking Situation: You must prepare

a report about the effects on
Critically productivity of playing music in
= - the office. Several sources give
the same basic information. You
want to include the information in your report, but you are not
sure if you should give credit, or who to credit.

Ask Yourself: How would you handle this problem with your report?
66 | have yet to see any eports are an essential part of the communication process in business.
problem, however compli- Thus, they are critical to management decision-making. Good reports
cated, which, when looked do their job quickly and effectively. They communicate facts and ideas
at in the right way, did not clearly and logically using straightforward language so that readers can
become still more compli- effortlessly understand what is written. On the other hand, poor reports are
cated, 99 vague, wordy, full of jargon, and difficult to understand; and they are often
—Poul Anderson, ignored because they contain unconvincing information. Developing effec-
Author
tive report writing skills is very important to your success in business.

APPROACHES TO WRITING REPORTS

The flow of correct and usable information within an organization is vital to

effective decision making. Reports are written to help clarify this informa-
tion so that it can be clearly understood by the reader. To achieve this, it is
important to use the appropriate approach when you are writing a report.
just as it is when you are writing a letter or a memo. For reports you should
use the persuasive, direct, or indirect approach.

Persuasive Approach
NOTES
Quite often a writer must prepare a report that must convince the reader te
Audience
Awareness do something about which the reader may feel positive, negative, or indif-
Always keep your ferent. Just as you learned in Chapter 5, this is called the persuasive
audience in mind when writing approach to writing. You can use the persuasive approach to writing just as
a report. Ask yourself, “Are the effectively when writing reports as when writing other types of communica-
style and organization appropri- tion. Remember to follow the persuasive approach guidelines (see page 114).
ate for my audience?”
You must grasp the reader's attention and hold it, tempt him or her with pos-
sible benefits, and make it easy to comply. Using the persuasive approach
effectively can prove extremely useful to the skilled writer.

Direct Approach
When you present the purpose of your report at the beginning, you are using
the direct approach. This approach is used when you think the reader will
receive the information positively. You should begin with an introduction.
usually stating the main point in the first sentence. Follow the statement of
purpose with an explanation of the facts and end with a summary. This
approach offers the advantage of allowing the reader to see the results of the
report at a glance. Because of the volume of reading a busy executive must do,
the direct approach is the approach most often used.

indirect Approach
As you learned earlier, when you suspect the reader might be indifferent, or
even negative, to the information you are presenting, you must lay ground-
work first. In a report, this groundwork includes details that create a “hook”
to stimulate interest so the reader will continue reading. When you present
your conclusions and recommendations at the end of your report, after giv-
ing the reader the reasons for them, you are following the indirect approach.

Chapter t3
 ORGANIZATIONAL PATTERNS FOR REPORTS

You may choose from several organizational patterns to help you present
your information in a logical manner. When you use one of these patterns,
your reader will be able to follow the reasoning that leads to your conclusion.
Study the following three commonly used patterns for presenting informa-
tion in a report:

Compare-and-Contrast Pattern
In this pattern, which uses the indirect approach, two or more elements are
compared for similarities or contrasted for differences.

Two Items Compared Two workshops are available for train-

ing—"“Better Grammar Skills” by Skillpath
and “Developing Your Grammar Skills”
by the American Management
Association.
Item 1 “Better Grammar Skills” is a one-day
workshop that reviews grammar rules
identified as those most often used. A
short session on writing principles is also
included. The cost is $99 per person.
Item 2 “Developing Your Grammar Skills” by the
American Management Association is a
one-day workshop that provides one-half
day on grammar and one-half day on
writing principles. The cost is $79 per
employee.
Recommendation Although thé workshop by the
American Management Association
ill

© Glencoe/McGraw-Hill

is less expensive, the greatest problem

very visoa Mecirenye

our employees are having is with

grammar. My recommendation is that
our employees attend the “Better
Grammar Skills” workshop by Skillpath
because it offers a more comprehensive
Copyright

review of grammatical skills.

Journalistic Pattern
This pattern, which uses the direct approach, condenses into short para-
graphs that answer the six most common questions: who, what, where,
when, how, and why.

Constructing and Presenting Reports 411

 Main idea An important recommendation of the Second
Hoover Commission was that a style board be cre-
ated to standardize style practices in government
correspondence.
NOTES
To comply with this recommendation, the General
Just the Facts Services Administration, in cooperation with the
Keep in mindf Bureau of the Budget, coordinated the development
you must report accurate,
valid facts rather than personal of a government-wide correspondence manual.
opinions when writing a report.
The entire project was begun in 1958 and was
completed in late 1960 in Washington, D.C.
A working committee representing 21 agencies was
responsible for drafting the manual. The committee
served under the direction of an advisory board
drawn from the large departments and agencies.

In developing the manual, the advisory board and

the working committee sought to achieve the
following objectives:
1. Provide a uniform correspondence style manual
for the government.
2. Eliminate time and cost expended in preparing
individual agency manuals.
3. Minimize training time for clerical personnel.

Conclusion As a result of the cooperative effort, the standards

described in the manual are a composite of good
practices used in many agencies. Most agencies can
adopt these practices with only minor changes in
their present methods.

Cause-and-Effect Pattern
In this pattern, which also uses the direct approach, the writer presents the
Hill

reasons that support his or her view or opinion.

Copyright © Glencoe/MeGraw-

Point of View Should the computers in the Accounting

Department be updated to Pentium II model
computers? Yes, | recommend the computers
be updated to Pentium Ils.

At present we have 486 computers with 66 MHz

speed. We are still using the MS DOS operating
system. Because of the size of our accounting
computer software programs, it often takes sev-
eral minutes for commands to be completed, files
to be printed or saved, or the system to respond
in other ways.

Chapter 15
 Reason 2 The company will be upgrading to the
latest release of Windows. Our present system
q& ’ will not support this latest release nor the
Ss newest version of our accounting software.
Management has granted approval to update
to these new versions.

Reason 3 The Computer Services Department will no pT hinking Cap 15.1

longer support a DOS-based system.
g PP Y Discuss: What are the effects
Conclusion Since we will not be able to continue our of freezing temperatures in
i . . Florida on the price of orange
accounting function at its present level, the he 5
; . ; juice? Using the cause-and-
computer equipment in the Accounting effect organizational approach,
Department should be upgraded to Pentium II identify the primary and con-
tributing causes and effects.
models.

Other Organizational Patterns

Study the following additional organizational patterns, which will help you
write logical, clearly presented reports:

PATTERN EXPLANATION
Time Arrange details with respect to time: from past to
the present, from the present to the past, or from
the present to the future. Present your main idea
first, follow it with the events as they happened
or will happen, and end with a conclusion.
(Indirect approach)
Enumeration List separate details to support or explain a gen-
eralization. Begin with the main idea followed by
any necessary details. (Direct approach)
Specific Instance This pattern illustrates the main idea by telling
an anecdote or describing an incident or
event. Begin with the main idea, follow it with
Copyright @ Glenooe/MoGrayeHil

Copyright © Glencoe/McGraw-Hill

the anecdote or description of an incident or

event, and end with a conclusion. (Indirect
approach)
Negative Detail = This pattern eliminates all but one of several
possible solutions to a problem by showing
how the others do not apply. Present the main
idea, follow it with the solutions that have been
eliminated (leaving the recommended solu-
tion), and end with a conclusion. (Indirect
approach)

Using any one of these patterns will help you write a logical, clearly pre-
sented report.

Constructing and Presenting Reports 413

 GUIDELINES FOR WRITING REPORTS

When writing reports, you should follow all the principles of effective writing
we have discussed. In addition, here are some specific guidelines:

Know your specific purpose before you begin writing.

Take detailed, well-organized, clearly written notes.

Review the guidelines
for writing reports just Plan ahead: have all your information gathered before
before you begin writing a
you begin; have a thorough understanding of the
report so that they are fresh : ,
in your memory. information.

Write an outline and stick to it.

Focus on accurate, valid facts.

Be consistent in the format selected.

Keep the audience in mind: be empathetic; anticipate the

reader's response.

Adapt your writing style to fit the particular situation.

Be complete: include everything your reader needs to know,

but avoid unnecessary, minute details.

Develop coherence; ideas should follow a logical sequence.

Write in a positive tone.

Vary sentence length and keep sentences uncomplicated.

Include only one main idea per paragraph.

Keep subjects and verbs close together.

Make use of transitional (connecting) devices and topic sentences.

Observe proper mechanics such as spelling, punctuation, and

capitalization.

LETTER REPORTS

Writers often find that short letter reports are a quick and easy way to send
reports both inside and outside the company. The letter report style is
chosen because most writers are familiar with various letter formats. This
Go to style is similar to a typical letter in that it is usually single spaced on orga-
nizational letterhead and contains standard headings for second and suc-
CDROM i) ceeding pages. The letter report differs somewhat from a typical letter im
Activity 15-1 that it generally is longer—perhaps up to ten pages. In addition, because
To test your skills. it is longer, side and paragraph headings may be used to help introduce

7 >
Chapter 1;
 topics quickly and specifically. Although some writers may choose to omit
certain headings, the following may be included in a letter report:
bE 9 e Date

e Inside address

e Salutation

e Side headings (optional)

¢ Paragraph headings (optional)

* Second- and succeeding-page headings

¢ Complimentary closing

Review the letter report shown below.

Figure 15-1
Note the headings used in this
letter report.

GENERAL INSURANCE COMPANY

1675 East Summit Avenue
Suite 115
Dallas, TX 75882

January 15, <YeAR>

Mr. Adam Wright. Production Manager

Nortex Air Corporation
4850 Regal Rowe
Dallas, TX 75880

Dear Mr, Wright:

On December 10, 1 visited your plant to measure carbon monoxide (CO) and nitrogen
dioxide (NO;) levels associated with the smoke evolving from heated Antistat processing
operations in Coex and Antistat Converting.

RESULTS OF INVESTIGATION

Both locations have local exhaust ventilation, but cross drafts in Coex may defeat the
exhaust hood system. The Cocx machine had no detectable CO or NO, in the most
concentrated smoke production areas. Detection limits weretess than 2 parts per million for
CO, and less than 0.5 ppm for NO. The converting machine making bags with Antistat
material showed about 5 ppm for CO, and there wus no detectable NO), The PEL for NO, is
aw-Hill
Hill

3 ppm. and for CO is 35 ppm, The worst case exposures are acceptable.
Copyright @ Glengoe/MoGraw

RECOMMENDATION
© Glencoe/Mct

The Coex and converting ventilation can be improved by preventing cross drafts with
permanent side baffles extending down from the canopy hood. Also, flexible vinyl strips
sealing the areca as much as possible but allowing casy access for maintenance or adjustment
could be used.

Let me know if you nced further information.

Copyright

Sincerely,

Mitchel Barrows, CIH

Senior Loss Control Consultant

ons

Constructing and Presenting Reports 415

 FORMAL

The formal report is appropriate for both external and internal use. The
report should be used externally when you are reporting to someone outsi@e
your organization. It may be used internally when the importance or te
length of your report makes the more informal memo report or the let
report inappropriate. Formal reports are used for several purposes, inclad-
ing the following:
¢ Presenting data on a specialized subject

Attempting to find the causes underlying a problem

Attempting to find whether or not a problem really exists

Analyzing possible solutions to a particular problem

Formal reports usually deal with more complex problems or probles==

that require investigation, analysis, research, and documentale®
Examples of some complex problems might be to analyze customer pa
chasing habits, to study the feasibility of introducing a new product lime
to investigate whether to expand present facilities or construct a new ome

Formal reports are Several months of extensive research, experiments, surveys, analysis
written to investigate or even interviewing might be required to complete a report. You could he
analyze problems more thor-
few pages or even a hundred or more when you are finished. The impers
oughly than most other reports.
point is that the formal report must be well written and well documents

E-Commerce? What are the ethics involved in going online on the

Internet and purchasing term papers? Is this legal? Is it ethical?

Preparing an Outline
To provide direction for your report and the steps that take you to
ished product, you should begin with a working outline that will be :
at various stages of your report writing. Keep the primary purpose @
report in mind from the beginning, and build your outline by includi=
information that will help you accomplish that purpose. For example.
purpose is to determine the local business trends regarding the use of ©
puters and software to support your school’s purchasing decisions
course design, your working outline might look something like this:

|. COMPANIES TO CONTACT
A. Type by product
B. Size
C. Number
 ll. KINDS OF COMPUTERS USED
A. Mainframe NOTES
B. Personal computers Map Your Plan
IBM An outline serv
Pus
IBM-compatible your plan or “road map”
for logical research and effective
Macintosh
organization for writing your
Portable report.
=

5. PDA
Ill. TYPES OF COMPUTER APPLICATIONS USED
Word processing
® >

Database
MON

. Spreadsheet
. Presentation
Graphics
Web page development
O7™

. Desktop publishing
IV. SKILLS REQUIRED
A. Keyboarding
Programming
MOOS

Accounting
. Writing
Other

In the final outline and table of contents, principles to apply include

keeping levels of topics consistent based on importance, using parallel
structure, and avoiding having only one subtopic under a main topic.

Gathering Information for Research Reports

Acommon type of formal report is the research report. A research report pre-
sents facts and findings that result from the writer’s research, the writer's
evaluation of these facts and findings, and the writer’s recommendations or
conclusions based on the findings.

Before actually writing a research report, you may need to do some

Copyright © Glencoe/McGraw-Hill
{ 4 opyright © Glancoo/MoGraw-Hill

extensive research to collect data. You will get the information you need for
support of your chosen or assigned topic through either secondary or pri-
mary sources—or both. The purpose of your report and your working out-
line will help you determine the type of sources to use.

Secondary Research
First, you need to know what others have written about your topic—in other NOTES
words, you should research secondary sources of information. These
Consulting
_

sources might be books, articles in periodicals and newspapers, speeches by Sources -

experts, government documents, and electronic resources from your college A secondary source of
or university library or on the Internet. information is what others have
written about your topic.
When gathering secondary sources, consider the reliability of the infor-
mation. Is the author an authority and are the author's opinions and facts

Constructing and Presenting Reports 417

 distinguishable? Is the information current? Using outdated sources, unless
they are classics, sends your reader a negative message about your report.
To save time later, make certain you set up a permanent record of the infor-
mation as you start taking notes.

One method of note taking and record maintenance involves using 3- by 5-

inch index cards. Write down the complete information for each source you
use. Include the author's first and last names, the complete title of the work,
the volume number, publisher, date of publication, and page number(s).
Then, use a separate card for each quote or idea taken from that source, label-
ing each card with enough information to tie it to the main source card (i.e.,
author's name, title, or other necessary information), the quote or idea, and
the page number(s) to reference. Having each quote or idea on a separate card
will allow you to arrange the note cards in proper sequence for your outline.

If you are taking the information from the Internet or World Wide Web,
you should also include the Web address, the date the information was last
updated, and the date you accessed the information. Since electronic infor-
mation changes much more frequently than printed sources, downloading
and printing the information from the Internet would give you a more per-
manent record in case later verification of details is needed.

Primary Research
Even though you will start by researching the secondary data, your report may
depend heavily on information from primary sources, or firsthand informa-
tion. Primary source information may be gathered through the use of surveys,
personal or telephone interviews, firsthand observations, or experiments. The
quality of the data collected through primary sources is determined by several
factors: a representative sample made up of a sufficient number of people
who are qualified to give you unbiased information about your topic, a well-
constructed questionnaire or other instrument for recording the information,
and the care taken in tabulating and analyzing the results.

The types of questions you ask—whether in a written questionnaire, in a

NOTES
telephone survey,.or in a personal interview—should be asked in such a way
Primary Sources i that you do not lead the respondent toward one answer or another. The
The key to valua responses should be easy to tabulate in order to help in your analysis.
primary research is a Businesses frequently contract with research firms to construct the actual
questionnaire that asks the
right questions. questions based on the purpose and size of the survey. These research firms
provide a thorough report of the results.

Checkpoint 15.1

In your experience, what are the benefits of writing an outline for

a report?
Which sources are better—primary sources or secondary sources?
Do you agree with the idea that using outdated sources sends a
negative message to your reader? If so, what is that message?

Chapter 1
 Documenting Information
Remember, whenever you use another writer's material in your report—

y either quoted directly or paraphrased—you must give the source of the

information. There are three acceptable options for listing your sources:

* Citations—shown with the excerpted material

¢ Endnotes—compiled in a list at the end of the report

* Footnotes—listed at the bottom of the page containing the excerpt

To ensure the proper format for each of these options, check The Gregg
Reference Manual by William A. Sabin, Glencoe/McGraw- Hill, or style man-
uals used on your campus. Three popular documentation styles are the
Modern Language Association (MLA) style, the American Psychological
Association (APA) style, and The Chicago Manual of Style (Chicago) style.

MLA Style
In the MLA documentation style, you show in parentheses brief information
about the source immediately following the citation in your report. You then
show the complete information about the source at the end of your paper in
the Works Cited list. For example, the citation within your report might say:

“As the number of wireless phone users has boomed to 51 million in

the U.S., so, too, have the types of models.” (Elstrom 120).

This citation tells the reader that this quotation was taken from page 120 of
a work by an author named Elstrom. To get the full information about the
source from which the quotation was taken, the reader would go to the Works
Cited page at the end of your report, find Elstrom, and see the following:

Elstrom, Peter. “Lost in the Phone Zone?” BusinessWeek

24 November 2002: 120-121.

If your Works Cited list included more than one work by Peter Elstrom,
the citation within your report would need to give additional information—
a shortened version of the title: Lost—so that the reader would know from
which work by Elstrom the quotation came.
Copyright © Glenooe/MeGraw-Hill

© Glencoe/McGraw-Hill

A Works Cited entry for this book would look like this:

Satterwhite, Marilyn, and Judith Olson-Sutton. Business

Communication at Work. Woodland Hills: Glencoe/McGraw-Hill, 2003.

To get complete information about the MLA style, see Joseph Gibaldi’s
MLA Handbook for Writers of Research Papers, 5° edition, published by The
Copyright

Modern Language Association of America (1999). If you have Internet access,

go to the MLA Web site at www.mla.org for up-to-date information about
the MLA style.

APA Style
The APA style is similar to the MLA style for citing sources. Show the
author's last name and the page number from which the quotation came. If

Constructing and Presenting Reports 419

| your report contains ideas or other materials to be cited that are spread over
several pages, you would, of course, give the inclusive pages where the
material is covered. If the author's name is included within the body of your
report, you simply put the year in parentheses right after the author's name:

Elstrom (2002) states, “As the number of wireless phone users . . .”

If shown as a complete quote, the listing would look like this:

“As the number of wireless phone users has boomed to 51 million. . .

have the types of models.” (Elstrom, 2002, p. 120).

The APA style report contains a References list at the end of the report. As
with the MLA style report, the APA References list should contain only
sources actually cited within the report. The reference listing for the
Elstrom article would look like this:

Elstrom, P. (2002, November 24). Lost in the phone zone?

BusinessWeek, 120-121.

A reference listing for a book would look like this in APA style:

Satterwhite, M, & Sutton, JO. (2004). Business Communication at

Work. Woodland Hills, CA: Glencoe/McGraw-Hill.

You may find more detail about the APA style in Publication Manual of
the American Psychological Association, 5“ edition, published by the
American Psychological Association (2001), or by visiting the Web site
www.apa.org.

Chicago Style
The Chicago style differs from the MLA and APA styles in that it makes use of
footnotes or endnotes rather than including information about the source in
the report narrative. If you use this style, identify other authors’ works with
consecutive raised numbers (superscripts). Give complete information for
each number either in a footnote at the bottom of that page or in an end-
note, usually called Notes, at the end of the report. The Elstrom citation
would appear as follows: Ebon vevenen/ Maine enw Fl

“As the number of wireless . . . have the types of models.”*

The footnote would appear at the bottom of the page as

Peter Elstrom, “Lost in the Phone Zone?” BusinessWeek

(November 24, 2002): 120.
onryt Ht

If you were showing the same information as an endnote at the end of the
report, the style would be the same except that you would place the num-
ber followed by a period on the line with the author's name and the authors
last name would be shown first.

You may find more detailed information about the Chicago style in
Chapter 15 of The Chicago Manual of Style, 14th Edition, published by the
University of Chicago Press (1993).

420 Chapter 15
 Electronic Citations
This electronic age of CD-ROMs, Web sites, and the Internet has created
new style issues. Citing sources from the Internet poses a new problem
for most writers, and style manuals do not always agree on how citations
should be shown. You might be including information from sites such as
FTP (file transfer protocol)—used when downloading a file that you
have researched, WWW (World Wide Web)—Web sites used to research infor-
mation, or e-mail—used to send messages electronically from person
to person(s).

While it is beyond the scope of this text to provide information on how to

use each of these services, an electronic reference citation should include
Internet
the following:

e Author's last name Net Explorations

Go to Web sites given in this
e Author's first name section and research the MLA
and APA documentation styles.
e Title of the complete work

¢ Version or file number if available

¢ Date the document was created

e Internet address

¢ Date you accessed the information

Thaeigap 15.2
The following citation is an example of a World Wide Web reference:
y Purdue University Online Writing Lab. Using Modern Language
Association (MLA) Format. Online posting. 2002. Purdue University. Discuss: Identify in what
order of importance (a-f) you
<http://owl.english.purdue.edu/handouts/research/r_mla.html>. would conduct research for the
Accessed July 31, 2002. following statements if you
were to write a report on
Keep in mind also that information on the Internet is constantly causes of poor health in the
homes of the elderly living in
changing, and your citations may need to be revised from time to time. In
low-income neighborhoods.
fact, most authorities recommend that you print the article from the a, Inadequately staffed
Internet at the time you access it to have it for future reference. libraries
. Absence of medical care
A reference to material on a CD-ROM would look like this in the MLA style:
aaa

. Causes of poor health

Copyright © Glencoe/McGraw-Hill

. Inadequate diet
“U.S. Population by Age: Urban and Urbanized Areas.” 2000 U.S. . Unsanitary living conditions
-7"o

Census of Population and Housing. CD-ROM. U.S. Bureau of the . Prevalance of small neighbor-
hood stores
Census. 2000.
|
serge

PARTS OF A FORMAL REPORT

Formal reports include more detailed information and generally include a

number of parts. They may vary in style and form. Some may require tables,
charts, or graphs to represent statistical data, while others may be created
from an extensive study of what other people have written on a topic.

Constructing and Presenting Reports 421

 Despite variations in style and form, most formal reports include the follow-
ing parts placed in order in the report:

* Title Page

¢ Table of Contents

* Letter or Memo of Authorization or Transmittal

* Executive Summary

* Body
Introduction
Findings
Conclusions and Recommendations

¢ Appendix, if applicable (may also be placed after the Bibliography)

* Works Cited or References

* Bibliography

Body of the Report

After you prepare the working outline and do the research, you should refine
the outline to reflect any reorganization required based upon the informa-
tion gathered. The next step is to write the body of the report. The body of
the report includes the introduction, findings, and conclusions and recom-
mendations. The writer tells the reader what research was done, how it was
done, and what the results of the investigation are. Once the body of the
report is written, the remaining parts of the report can be added. Let's begin
with learning about the introduction.

The Introduction
The first thing a writer should do before beginning to write a formal report is
to define the purpose and scope of the report. Next, he or she should deter-
mine the procedures or methods that will be used to collect the data.

Defining the Purpose. Begin by asking yourself, “Why am I writing the

NOTES report?” The answer to this question should be included in the Introduction
The Set-Up of the report. For example, what if the office technology department of Truett
The introductio County Community College wanted to gain current information about com-
defines the problem, puter equipment, software, and skill levels used in business and industry im
purpose, scope, limitations, and their local area?
procedures used in the report Here are some statements that identify the purposes of this report ane
how they might be stated:

Statement of Purpose
1. To determine what computer hardware configurations local
companies use.
2. To determine what software local companies currently use.
3. To determine what computer skills local companies require for
entry-level positions.

422 Chapter
 4. To enable the faculty to make decisions for purchasing computer
equipment and software.
& g 5. To enable the faculty to design courses around the needs of
employers in Truett County.

Defining the Scope and Limitations. You can quickly see that it could take
many weeks just to gather the information for a report of this magnitude.
You must be careful to avoid selecting a topic that is too large in scope to be
handled efficiently. You must define the scope and set boundaries that keep
your research within reasonable, achievable limits. When stating the scope,
you should indicate how the report is limited. Without limitations, the report
might never be completed. For instance, study the following limitation con-
cerning the computer information for the college.
Scope or Limitations
This investigation is limited to companies that employ 100 or more
employees in Truett County.
Explaining the Procedures. The Introduction should also describe the
methods that you used to gather the data and analyze it. Here is an example
using the college report:
Procedures

The names and addresses of companies that employed 100 or more

employees were purchased from the Chamber of Commerce of Truett
and the Chamber of Commerce of Bennington, the two cities that
the college serves. The list also provided the current names of the
CEOs or the Human Resources Directors.
Figure 15-2 shows a portion of the completed introduction. Notice the
word Introduction is capitalized and begins at the left margin.
When keying the body of the report, use one-inch top and bottom mar-
gins, except on pages with titles. Pages with titles should have a 1!/2- to

“a om Figure 15-2
INTRODUCTION The Introduction outlines the
Copyright © Glenooe/MoGraw-Mill

Copyright © Glencoe/McGraw-Hill

purpose, scope, and limitations

This report represents the findings of a survey conducted for the Office
of the report.
Technology Department of Truett County Community College. The purpose of
this quantitative survey was to gain current information about computer

equipment, software, and skill levels used in business and industry in Truett
County. The report is limited to all companies in the cities of Truett and

Bennington that employ 100 employees or more. This information will enable

the Office Technology Department to make strategic decisions. Based on the

information in this survey, faculty will be able to design courses concerning

software currently being used in business, recommend the purchase of

equipment with appropriate configurations, and integrate the computer skills

required of prospective employees for entry-level positions.

Constructing and Presenting Reports 423

 2-inch top margin. Usually the pages are numbered, with the numbers centered
at the bottom of every page, often beginning with the Table of Contents page.
NOTES
Name Your Methodology. The report should provide the reader with a detailed descrip-
Sources tion of the procedures used—how the data was collected, by what means it
Explain thoroughly and was collected (interviews, surveys, questionnaires, experiments, etc.)—along
accurately the method you used with an analysis of the data. Notice in Figure 15-3 that the writer explains
to gather the data how the methodology is limited by using a paragraph heading.
Writing the parts of the report will be less difficult if you follow a carefully
prepared outline and use detailed notes. You should make certain you pre-
sent the facts in a clear, concise, understandable manner, always adhering
to accurate, verifiable facts.

Findings
Following the methodology in the report is an explanation of the detailed
findings. In the case of the college, tables were used to show the results of the

Figure 15-3
The methodology section
explains how data was collected
for a report.

Methodology. Upon receiving support for conducting the survey

from the Curriculum Development and Evaluation Department, a list of

employers was obtained. A database consisting of the names of the Human

Resources Directors along with their company names and addresses was

established. The database was created from the Major Employers: Truett

Metropolitan Area booklet from the Truett Chamber of Commerce. Economic

Development Division, and the Chamber Directory from the Bennington

Chamber of Commerce.
The database was made up of major employers in Truett County.

Manufacturers and other businesses that employed 100 or more persons were

considered to be major employers and were included in the database.

A questionnaire and a cover letter to the 640 employers were developed

Mill

from the Chamber of Commerce lists. The questionnaire and cover letter (see
Copyright @ Glencoe/MeQraw

Appendix) were sent October 1, <year>, asking for a response to be returned by

December 15, <year>. As a follow-up procedure. 96 businesses that had not

responded were called December [7 to encourage the return of the

questionnaire. Of the 640 questionnaires mailed, 146 responses were

received—a 20 percent return.

Scope and Limitations. Although the survey is quantitative, the results

do not represent the entire population of businesses in the county. Six hundred

forty surveys were sent. The results are obviously limited to those businesses

that were willing to take the time to complete the survey.

Chapter 15
 questionnaire. Each result should be explained. For an example, see the
sample Findings section in Figure 15-4 for the college report.

y Conclusions and Recommendations

Usually this section is considered to be the most important part of the
report. In the Conclusions and Recommendations, the results of the report
will appear. The conclusions tell the reader what the results mean based
upon the data collected and analyzed.

Figure 15-4
FINDINGS The findings section presents the
results of the study.
The following tables show the results of the questionnaire, Each result is
shown as a percent of responses made to that particular question since not all

questions were answered. The number of total questionnaires returned was 146.

If the sample size (n) is less than 145, this means that a particular question was not

answered by some respondents, At the bottom of each table is shown the number

of responses (indicated by “n’*) and the percent of the 146 that number represents.
NOTES
Table 1 — What Personal Computers (PCs) Do You Use?

IBM (only) 8.2%

Setting
IBM compatible 52.7% the Tables "=
Macintosh (only) 21%
You should double-space
IBM/IBM compatible 12.0%
IBM/IBM compatible (Macintosh 11.0%
tables that have three or fewer
IBM/IBM compatible /Macintosh/Other 2.1% items and single-space tables
cf IBM compatible /Macintosh 7.5% with four or more lines for
y IBMAIBM compatible/Other 14% easier reading.
IBM/Macintosh 1.4%
1BM/Other 1.4%
IBM/Macintosh/Other A%
Macintosh/Other 1%
100.0%

Sample Size =n n= 146 or 100% responded

Source: <year> Microcomputer/Software Survey at Truett County Community College

Copyright © Glencoe/McGraw-Hill

Mission Control. You work for a company that provides space

shuttles for the space program. You and your committee have
&E nee received reports indicating it would be unsafe for the shuttle to
Pit lift off at temperatures below 38 degrees. The booster could fail,
irz ij resulting in a breakup of the shuttle. Temperatures have ranged
from 32-40 degrees in the past week. You and your committee are
being pushed by company management to slant the facts in your final report to favor a liftoff of
the shuttle and obscure information about the danger at lower temperatures. What is your respon-
y sibility to fairly present the facts in the final report? Would a report that slanted information in one
direction be unethical? What might be some of the consequences?

Constructing and Presenting Reports 425

 | You should avoid personal observations because the validity of the report
| depends on conclusions and recommendations that are based upon the |
analysis of the data. Refer to the purpose of the report. You should list at
least one recommendation for each purpose you stated. Study Figure 15-5 e
to examine the recommendations and conclusions of the college report.

Now that you have finished the body of the report, you can add the
remaining parts of the report—Title Page, Table of Contents, Letteror Memo
. of Authorization or Transmittal, Executive Summary, and Appendix.

Figure 15-5
The conclusions and recommen-
dations section presents an CONCLUSIONS AND RECOMMENDATIONS
unbiased analysis of the data. Based on the information from the survey, the following is a summary of

the recommendations and conclusions:

* Companies are not concerned with brand names of computers. This is based
upon the high number of IBM-compatible computers purchased. IBM and

compatibles still lead the market in brands purchased.

* Recommendation; Continue to purchase IBM-compatible computers.

Title Page
NOTES a ; a‘ s
The Title Page includes the complete title of the report, the name and title of
Paving the Way y the author, the name and title of the person for whom the report is prepared,
The most basic t00ls™ and the date the report is submitted. Study the title page for the college com-
of writing are words. puter report in Figure 15-6 on page 427.
Here are some guidelines to follow when keying the Title Page:

¢ Center the page vertically and key all copy in bold.

¢ Change to 14-point font, and center the title in all-capital letters with
a blank line between each line. Hill

e Change to 12-point font and press Enter 2 times; then center and key
Oopyriaht @ Glengoe/MoGraw-

the word at.

e Press Enter 2 times and center and key the company name and
address single-spaced. Press Enter 4 times and center the words
Prepared by.

* Press Enter 2 times, center, and key single-spaced the name and title
of the person who prepared the report.

e Press Enter 4 times and center the words Submitted to.

) * Press Enter 2 times, center, and key single-spaced the name and title
; of the person to whom the report is submitted.

e Press Enter 12 times, and center the date the report was submitted.

Chapter 15
 Table of Contents NOTES °|
o
You should prepare the Table of Contents after the report is completed so you Check Your lf
will know how many pages are in the report and what part of the report is on Contents és
what page. The Table of Contents is double-spaced and is on a page by itself. Double check the page
numbers with the report before
Use a 1!/2- to 2-inch top margin and center the words TABLE OF CONTENTS you print it to assure that no
in boldface and in all-capital letters. Preliminary information such as the item has moved to another page
Letter of Transmittal and the Executive Summary should be numbered with when it was edited.
roman numerals. The Table of Contents should list all side headings and the
pages where they occur. Each main section should be keyed in all-capital let-
ters with side headings indented under the main heading. Use dot leaders to
align the headings with their page numbers as in Figure 15-7 below.

Letter or Memo of Authorization or Transmittal

The Letter or Memo of Authorization or Transmittal introduces a formal
report and gives the reader an overview of the report. You should use the
direct approach when writing the letter or memo. Here are a few guidelines
for you to follow:

¢ Use your organization’s letterhead stationery.

* Use a less formal writing style—with contractions and personal

pronouns.
* Announce the topic of the report.

A QUANTITATIVE REPORT: MICROCOMPUTER/SOFTWARE TABLE OF CONTENTS

APPLICATIONS SURVEY
TRANSMITTAL MEMORANDUM. ...... - |
ut
EXECUTIVE SUMMARY
Truett County Community College INTRODUCTION
(Address)
Sut of Purpose
Me
Scope or Lumitanions
Prepared by Procedures

FINDINGS
Dr. Bob Neeley
Teter eer ree

Copyright © Glencoe/McGraw-Hill

Office Technology Department CONCLUSIONS AND RECOMMENDATIONS

APPENDIX—Trv Community College Cover Leer sow 10

Tr y Community College Survey i
Submitted to WORKS CITED _

Dr. Ralph Kelley BIBLIOGRAPHY

Division of Busines Chairperson
We WATT

January 15, <ytar>

OPTI

Figure 15-6 Title Page Figure 15-7 Table of Contents

Constructing and Presenting Reports 427

 ¢ Identify the person or group that authorized the report.

* Give a brief description of the report, its findings, conclusions, and

recommendations.

* Close by expressing appreciation, identifying desired action, and

offering assistance if needed.

Study the Mero of Transmittal for the college report in Figure 15-8 below.

Executive Summary
The Executive Summary, sometimes called an abstract, is a brief summary of
the entire report. Executives often do not have time to read an entire report.
They appreciate a summary highlighting the important information—the
findings, conclusions, and recommendations. The summary may be one or
two pages depending on the length of the entire report. Use side headings to
help the reader quickly understand the information. Study Figure 15-9,

GO -
r
which shows an Executive Summary for the college report.

Appendix
Activity 15-2
To test your skills. Examples of supporting materials are placed in the Appendix. You might
include surveys, forms, tables of data, computer printouts, other reports, or

MEMO TO: Ralph Kelicy. Division of Busines Chairpe EXECUTIVE SUMMARY

FROM: Bob ‘Bi Office Technology Department
U 7
PURPOSE SOF
OF THE REPORT
DATE: january 15. <vEAK>
SUBJECT: QUANTITATIVE REPORT. MICROCOMPUTERSOFTWARE
APPLICATIONS SURVEY

On May 1, <vE
y of
purchase equ
raduates to meet the ny Hill
Copyright © Glengoo/MeGraw-

© —Counpatiien are not or

IBM compatibles lead the market in brands purchased
RECOMMENDATIONS

BM-~<compatible
¢ that our graduates are

Figure 15-8 Memo of Transmittal Figure 15-9 Executive Summary

428 Chapter 15
 any correspondence related to the report. For instance, in the example of the
college report, a copy of the cover letter sent to the employers is included NOTES
& g in the Appendix, as shown in Figure 15-10. The cover letter is followed by the
; : e é ‘ ; co Appendix
questionnaire that was sent, as shown in Figure 15-11. Some authorities obels
place the Appendix after the Works Cited and the Bibliography. yeu haveedaiionat
appendixes, label them
Works Cited or References Appendix A, Appendix B,
and so on
If you are using the MLA style and have used material written by other peo-
ple, you should include a Works Cited section at the end of your report. If you
have used the APA style, you would include the works actually cited at the
end of your report in a section called References. For the Chicago style, the
section of works actually cited in your report would be called Notes or
Endnotes. A brief Works Cited example is shown in Figure 15-12 on page 430.

Bibliography
A Bibliography placed at the very end of a report typically lists all the works
consulted in the preparation of the material as well as all the works cited in
your Notes or References lists. The entries are shown in alphabetical order by
author or, if the author is not known, by title. A brief Bibliography is shown
in Figure 15-13 on page 430.

VE GE Truett County Community College, Otfice Technology Department

APPENDIX WU 4 COMPUTER/SOFTWARE QUESTIONNAIRE
Please answer the following questions based on the computers that your company uses.
LETTER THAT ACCOMPANIED THE COMPUTER SURVEY

October I, <Yeam>

Name}
Homan Resources Director or CEO
Adkitess
City, Stare. Z0P

Dear (Name)
Copyright © Glencoe/McGraw-Hill

' Tt. What computer Gis Go you nequins for a prospective employee for win arirysinre Offae tu son’

i ee ==
12) What computer
skit 69 you mquire
for a prospactve empicyoe for an enuy-jowwl munagomnert poe!
Dr Bob Neeley ———$§$<—<——————— _

om
Enclosures ryBN

Figure 15-10 Cover Letter Figure 15-11 Questionnaire

Constructing and Presenting Reports 429

Figure 15-12 Works Cited Figure 15-13 Bibliography

HIBLIOGRAPHY
WORKS CITED

Candisky, Catherine, “Labor Force Has “Skills Gar The Columtyss Diipatch
12 June 199%, B4,

Peter, “Lost ie the Phone Zone'?” Buyimes Week 24 November 2002

Sabin, William A. The Greg

Gleticoe/MeGraw- Hill,

Purdoe Un

Checkpoint 15.2

1. What are the benefits of identifying the methods you used to

collect information for a report?
2. Do you think it is effective to identify the sections ofa report with
headings (such as Introduction, Methodology, and so on)? What
other ways.could a writer use to show the sections of a report?
Hill
3. What is the difference between a Works Cited page and a
Bibliography, and why does a reader want to see both?
Copyright © Gleneoe/MeGraw-

PROPOSALS

Often when you make a request for something in business, such as new equip-
ment, additional personnel, a change in procedures, or a solution to a prob-
lem, you will be asked to submit a proposal. The persuasive approach should
be used. Proposals are persuasive documents because you are attempting to
convince someone to do something. Your goal is to cause the reader to believe
he or she needs to do what you are proposing. You can do this by giving your
most convincing evidence first and ending with the least important. If you

Chapter 15
 ‘
think your reader may object to any point in your proposal, make sure you
answer those objections. In your proposal, you should include an introduc- NOTES
tion, background information, your proposed plan, associated staffing and
Overview
budget needs, and a request for authorization or approval. Proposals
Sometimes a company will request a proposal to solve a problem. This Proposals that succeed
are based on logical organiza-
request for proposal (RFP) details, in a set of instructions, exactly what the
tion of facts and figures. Ina
company wants done and when they want it done. Those who believe they proposal, be sure to include all
can fulfill the RFP will then submit a proposal in response to the RFP. the necessary information in
an understandable way that
supports your conclusion and
introduction convinces your readers.

You should begin by briefly explaining what your request is and why you are
writing the proposal. You must establish that a problem exists for which you
need a solution—the problem will act as the hook to gain the reader's inter-
est. Short internal reports are usually written in memo format. Here is an
example of an introduction for an internal proposal:

In recent months, production in our manufacturing plant has been

decreasing. By the end of the first quarter, we will no longer be able
to keep the promise to our retailers that they will receive goods no
later than one week after placing an order. As a result, | am propos-
ing that we add an additional evening shift to the assembly line.
The introduction tells the reader the scope and limitations of the topic
and introduces the reader to what will follow.

Background Information
The background information brings the reader up to date. This part states
what problem your proposal addresses and outlines the goal you intend to
accomplish. When presenting background information, you should include
all the details that surround the problem so that the reader will understand
how and why there is a problem and why it should become a priority. Study
this example of background information:

Manufacturing has decreased in production 4 percent over the last

quarter. If this decline continues, profits will also see a decline.
Copyright © Glencoe/McGraw-Hill

Proposed Plan
The proposed plan is an explanation of how you intend to solve the problem.
Tell the reader what you intend to do and stress how the reader will benefit
from your solution. Study this example of a proposed plan:

To provide better levels of inventory, | am proposing that we add a

shift to our assembly line. The shift would run from 3 p.m. to 11 p.m.

Staffing and Budget Needs

ce

You must outline how the staff of your organization will be affected by your
proposal. Be sure to indicate if any additional staff will be needed and

Constructing and Presenting Reports 431

 describe ways the present staff will be involved in your proposal. For example,
what staff experience and ability will be needed? Also mention additional
expenses that will be incurred as a result of your proposal, including costs
resulting from any change in staff. See how staff and budgeting needs are
detailed in the following example:
The following solution to the decline in production in manufacturing
is proposed:
e Add ten new line personnel—cost: $200,000 annually
e Add one new supervisor—cost: $32,000 annually
e Additional expenses—overhead: $40,000
® Increase in production—SO percent
* Approximate total revenue realized—$350,000
e Approximate increase in profit—$78,000

Request for Approval or Authorization

You should close your proposal with a request for approval or authorization.
Remind the reader of the benefits to him or her if your proposal is approved.
Usually, it is a good idea to include a suggested deadline as well. Read the
following example of a request for approval:

| am convinced that with this additional shift, we will be able to

increase profits as well as maintain our quick response to our retailers’
orders. With your approval, this shift could begin by July 1.
Now study the completed internal proposal shown in Figure 15-14 on
page 433, which puts together the various examples we have just seen. Pay
particular attention to its format—a successful proposal should be for-
matted so that it looks professional and is easy to read. Notice how side
headings offer the reader a clear understanding of the information in the
proposal. Also notice that bullets, boldface type, and underscoring may be
used to highlight key points. Should your proposal continue to a second
page, you should include a second-page heading.
Cony iatyt ©) Cherine/Miodinay Hill

USING VISUALS IN A REPORT

You have heard the saying “A picture is worth a thousand words.” In formal
and informal reports, as in any other writing, when you have numerical data
NOTES
to present to the reader, “A picture is worth a thousand words.” A visual is
Point Out Visuals i a picture or graph, often referred to as a graphic. Word processing soft-
="
You should always" ware offers features that make tabulating numerical data quite simple.
make a reference in the report
text to any visual you use. See Chapter 6, page 146, for more information on spreadsheet applications
and their uses.

432 Chapter
ay
—
 Figure 15-14
A sample proposal.

BAYBERRY MANUFACTURING
311 Marsh Lane
Houston, TX 77602

MEMO TO: Scott Landenberger, Plant Manager

FROM: Dana Steinberg. Production Manager

DATE: April 10, <yEAR>

SUBJECT: Proposed Addition of Second Shift

In recent months, production in our manufacturing plant has been decreasing. By the end of
the first quarter, we will no longer be able to keep the promise to our retailers that they will
tecvive goods no later than one week after pl an order. As a result, 1 am proposing that
we add an additional evening shift to the assembly line

BACKGROUND INFORMATION

Manufacturing has decreased in production 4 percent over the last quarter of Jast year. If
this decline continues, profits will also see a decline

PROPOSED PLAN

To provide better levels of inventory, 1 am proposing that we add an evening shift to our
assembly line, The shift would run from 3 p.m. to I] p.m.

STAFFING AND BUDGET

The following solution to the decline in production in manufacturing is proposed:

Add ten new line personnel--cost: $200,000 annually

Add one new supervisor--cost: $32,000 annually
Additional expenses--overhead: $40,000
Increase in production--50 percent
Approximate total revenue realized--$350,000
Approximate increase in profit--$78,000

AUTHORIZATION

Jam convinced that with this additional shift, we will be able to increase profits as well as
maintain our quick response to our retailers* orders. With your approval, this shift could
begin by July |

ens

NOTES
Tables
Visual Strength
Copyright © Glencoe/McGraw-Hill

One of the most basic ways to present numerical information is by showing for visual learners}
it in a table—figures are easier to read when shown in columns. If you have showing percentages in a
only two or three lines in your table, double-space it; but, if you have more table is better than paragraph
form. Showing figures ina
than three lines, the table will look better single-spaced. If your table is
graph makes them even clearer.
lengthy, create sets of three or four single-spaced lines, then double-space
between those sets to make it easier to read. Notice the table in the memo
shown in Figure 15-15 on page 434. The numerical information is much
easier to read in the table than it would be in a paragraph.

Charts
Charts are a commonly used way to help readers understand data visually.
Spreadsheet software offers features that create a variety of charts, including
pie, bar, stacked-bar, line, and area charts. A good way to make certain that

Constructing and Presenting Reports 433

Figure 15-15

—-_
Tables make statistical material
easier to read.

Season ticket sales for 2002 increased 13.7 percent over 2001. This year we
sold 20,960 season tickets, compared with last year’s total of 18,366, This
represents a healthy increase of 2,594, which will certainly boost our operating
budget as we begin the season.

,
The following table illustrates the season ticket sales results as they were
reported monthly for the past two years.

SEASON TICKET SALES

Comparison of 200] and 2002

Month 2001 2002 Increase % Increase

July 1,134 1,845 711 62.6

August 2.456 3,255 799 32.5

September 6,110 6,751 641 10.5

October 8.666 9,109 t43 S.L

TOTALS 18.366 20.960 2.594 13.7

your chart will be correctly understood by the reader is to let someone else
look at it and interpret what it says. Study the example ofa spreadsheet that
was created using Microsoft Excel™ and the pie chart created from the
DiverRsiTty15.1
spreadsheet (see Figure 15-16).

Diversity Report
Discuss how photographs
Photographs and Illustrations
and illustrations in a report or
presentation can appear to Photographs offer the reader a realistic view of information while illustra-
be ethnically biased. How can tions provide visual descriptions such as pencil, pen, or computer-aided
you avoid this? drawings. Other visuals you might want to use are maps, such as a map of
the United States, organizational charts showing lines of authority, and flow
charts that show the direction or flow of information. Hil
Copyriaht © Glenooe/MaGraw

Figure 15-16 Pease eee iG pial OE rerimige aa A

Note the visual impact _1__ 2002 SEASON TICKET SALES | | u

of the pie chart. [2 \duly-October Se

[5 | July | 1845
2002 SEASON TICKET
|7 | September | 6751
oy

boot pure B July

v Sf
Os
43% B16% @ August
ep © September
pass aed 032% @ October
14 a
15 =
16 =) oe I
i
HR) Sheott_<Shee2 7 sheets a

434 Chapter 15
 CHECKLIST FOR WRITING REPORTS
Check each item only when you are satisfied that you have
completed each detail under that item. Did I:
Have a specific purpose before | began writing?
Take detailed, well-organized, clearly written notes?
Plan ahead; have all my information gathered before | began;
have a thorough understanding of the information?
Write an outline and stick to it?
Focus on accurate, valid facts?
Maintain consistency in the format selected?
Keep the audience always in mind; show empathy; anticipate
the reader’s response?
Adapt my writing style to fit the particular situation?
Include everything the reader needs to know, yet avoid
unnecessary minute details?
Develop coherence and follow a logical sequence?
Write in a positive manner?
Vary sentence length and keep sentences uncomplicated?
Include only one main idea per paragraph?
Keep subjects and verbs close together?
Make use of transitional (connecting) devices and topic
sentences?
Observe proper mechanics such as spelling, punctuation, and
capitalization?

CHAPTER 15 SUMMARY

Reports are an essential part of the communication process in business and

have become critical to the professional when making business decisions.
All reports should be easy to read and understand and do their job quickly
and effectively. Report writers should communicate their ideas clearly and
logically, using straightforward language, correct format, and correct gram-
mar, spelling, and punctuation.
Copyright © Glencoe/McGraw-Hill

The formal research report plays an important role in business. The

report can present data on a specialized subject, attempt to find the causes
underlying a problem, find whether or not a problem exists, or analyze pos-
sible solutions to a particular problem. You should develop your skills to be
ready to meet the challenges of report writing in today’s workplace.

Proposals are used to make requests for business needs such as new
equipment, additional personnel, or changes in procedures. The goal of a
proposal is to cause the reader to believe he or she needs to do what you are
proposing.

Visuals can be effectively used in both formal research reports and in

proposals. Remember a picture is often easier to understand than columns
of information.

Constructing and Presenting Reports 435

WORKPLACE -
Toe RELI bS Telecommuting and
Teleconferencing
Technology, such as computers and cell phones, has revolutionized the busi-
ness world. Since the 1990s, telecommuting and teleconferencing have
allowed people to work together despite being miles apart. Both telecommut-
ing and teleconferencing have advantages and disadvantages, but both are
now staples of modern business.

So Close, So Far Away

Telecommuting means using technology to communicate with the office while
working from home or on the road. In the 1990s, experts believed that telecom-
muting would permanently alter the American way of business. It seemed an
equation for endless productivity. Some disadvantages did appear, however.
Many telecommuters felt isolated from their on-site coworkers. Some worried
that they were missing out on important meetings. Managers wondered how to
evaluate telecommuters’ work, as they saw only the end product and not the
process of accomplishing the task. Many telecommuters now make an effort to
visit the office more frequently.
Like telecommuting, teleconferencing promised to save businesses
money and increase productivity. Companies would no longer have to
pay the expense of sending employees to meetings in far away places.
Communication around the globe could happen with the click of a button.
Yet the technology has not yet matched its potential. Teleconferencing equip-
ment is still expensive and often finicky. In addition, many of the same objec-
tions to telecommuting affect teleconferencing. It seems that a sale is still
best made and a problem is still best solved when the people involved are
seated in the same room. Technology offers businesses tools with great
promise, but for the moment, the best tools—human employees—still seem
to perform best when they work together in the same office.

~~ =

[Thinking Situation: You work for a large

3 } computer software company
Critically that offers employees the
* option to telecommute between
one and four days a week. You
have been with the company for about six months and hope to
be promoted. You also have a new baby at home.

Ask Yourself: Would you telecommute, and, if so,

for how many days a week? Discuss the reasons for your decision.
66 Time is money. 99 W ith changing organizational structures and the advent of cross-func-
—Benjamin Franklin tional teams, the American business environment may be considered
philosopher, a nation of “meeters.” Our system of business uses the meeting format for
author, inventor many purposes, including selling, informing, instructing, and planning.
During your professional life, you will attend many meetings and may be
responsible for conducting a meeting, creating an agenda, or reporting the
results of meetings. Even if you are a small business owner with few employ-
ees, you will hold staff meetings.

Successful meetings result from effective planning, which includes the

preparation of the following:

¢ Meeting notices—prepared and distributed before the meeting

e Agendas—prepared and distributed before the meeting

*« Minutes—prepared and distributed after the meeting

TYPES OF MEETINGS

Face-to-face oral communication among groups of people is essential to

certain phases of business. Meetings represent an important segment of
business communication because meetings can often achieve results that
would be difficult to accomplish by phone, letter, or electronic mail.
Meetings can range from the formal to the informal; in today’s business
world, both types of meetings can be held electronically.

Formal Meetings
In many organizations, formal meetings are planned, structured meetings,
usually conducted by elected officers. Formal meetings follow strict parlia-
mentary procedure, which means they follow a set of rules for conducting
meetings. An excellent reference book for parliamentary procedure is
Robert's Rules of Order, Newly Revised (by H. M. Robert; published by Perseus
Press; on the Internet, access www.robertsrules.com).
Copyright © Glensoe/MoGraw-bill

Examples of formal meetings include these:

¢ Annual or quarterly corporate meetings of directors, executives, or

shareholders

* Monthly board meetings of executive management groups, service

organizations, and educational institutions

¢ Conventions for professional organizations

Informal Meetings
Informal meetings, such as staff meetings, management meetings, and project
team meetings, are held as they are needed. These meetings may follow a dis-
cussion format, with one person serving as a facilitator or coordinator and
another person serving as a note taker.

444 Chapter 16
 Electronic Meetings
Electronic meetings are becoming more and more a part of doing business.
An early example of an electronic meeting was an August 1979 hour-long
~

simulcast by Ciba-Geigy to transmit the “World Soybean Report” via satellite

from the American Soybean Association meeting in an Atlanta hotel.
Hundreds of people watched the U.S. segment of the four-way transmission,
the first ever attempted among four countries.

By using audio, video, and/or computer equipment, including an elec-

tronic writing board, several groups of people at various locations can
participate in a meeting. An electronic writing board allows a meeting facil-
itator to write, draw, or tape and print the information in a clean copy. With
the push of a button, the participants or facilitator can print multiple
copies. Electronic writing boards allow faxing, e-mailing, or adding graph-
ics. An electronic board keeps crucial information from being misunder- Rae
stood, misinterpreted, or just plain missed. From the recorded
transmission, a record of the meeting can be prepared and distributed Language Barriers
electronically. Electronic meetings may
remove distance barriers, but
Videoconferencing brings people in different locations together without language barriers may exist
their being in the same location. With a videoconference setup, groups can among participants at differ-
quickly hold an impromptu meeting with individuals from different sites. ent locations around the
Audioconferencing allows an operator to dial all participants in the telecon- globe. How could such poten-
ference group, bringing each participant into the meeting as he or she is tial problems be identified and
reached. Optional features, such as questions and answers and group dealt with in preparation for
polling, are provided at no charge through a teleconference operator. an electronic meeting?
Another type of audioconference occurs when each participant dials an 800
telephone number to reach the teleconference operator. This service is ideal
for participants who are traveling or are difficult to reach.

Document managers on the World Wide Web provide interfaces for

creating and presenting agendas and minutes for use during meetings.
These programs also provide other mechanisms for managing docu-
ment-related meeting issues, such as faxing or e-mailing information.
Copyright © Glencoe/McGraw-Hill

PREPARING MEETING NoTICES

Meetings may be called on short notice, depending on the urgency of the

topic and the number of participants and their accessibility, or they may
Tiiaap 16.1
be scheduled well in advance to stimulate attendance and to allow time Discuss: What are the pur-
for preparation. A notice announces information about an upcoming poses of a meeting notice?
meeting. The notice is usually sent ten days to two weeks prior to a board
of directors’ meeting. For a less formal meeting, a notice may be sent one
to three days (or sometimes a few hours or less) prior to a meeting.
Notifying people by telephone is time-consuming and provides no guar-
antee that everyone receives identical information, even if each person is
C

reached; therefore, it is recommended that the meeting organizer send a

written meeting notice.

Preparing Meeting Communications 445

 Components of a Meeting Notice
The meeting notice and reminder should include the following:

e Name of the committee or meeting group

¢ Day and date of the meeting

¢ Time of the meeting

* Location
=,
¢ Purpose of the meeting
f cy ¢ Agenda (a written plan for a meeting)
Activity 16-1
To test your skills. e Any other applicable information, such as what materials to bring

Common errors made in writing meeting notices include inconsistencies

in listing the day and date and forgetting to include the meeting location or
time. Be sure that each component is included in the meeting notice.

In organizations that use an electronic calendaring system, the software

can be used to quickly list times when participants are available.
Participants may then be notified in advance of the meeting by a written
notice or through their e-mail system. Depending on the distribution of the
original notice and the importance of the meeting, a notice may be followed
File a copy of the meeting by a reminder sent a few hours or days before the meeting.
notice including the date it was
sent. Proof of the date the notice
was sent may become important
at a later date. Format of Meeting Notices
Meeting notices and reminders may take the following forms:

* Announcements

TiiigCap 16.2 ° Letters

Discuss: What are some * Memos

ways to avoid the most com-
mon mistakes made by those ¢ Postal cards
preparing meeting notices?
¢ Meeting requests on an e-mail and calendaring system. Mill

A reply card or a reservation slip may be enclosed or attached to the

Oopyright © Gleneoe/MeGraw-

meeting notice. Participants may respond electronically or via the tele-

phone. Study the meeting notice shown in Figure 16-1, page 447, which
includes a reply card. See also the notice for a board of directors’ meeting
shown in Figure 16-2.

PREPARING MEETING AGENDAS

An agenda is a plan for a meeting. The agenda is a valuable tool for keeping
the participants focused in order to achieve the meeting's desired objec-
tive—it should help those involved understand what is expected of them.

446 Chapter 16
 Figure 16-1
A meeting notice may contain a
reply card for participants to
complete and return.

MEMOTO: Relocation and Commercial-Investment Divisions

FROM: Josephine Landau gh

DATE: September 16, <YEAK>

SUBJECT: Team Effort to Capture Relocation Business

A joint meeting of the Relocation and Commercial-Investment Divisions will be held

on Thursday, September 19, at 2:30 p.m., in Conference Room C on the third floor,

Mark yyour calendar; there will be NO P phone or e-mail follow-up.f

The purpose of the meeting is to discuss a team appro ch to our organization’s goal
of capturing a sizable share of the relocation

the attache st of major corporate

Be prepared to share your idea

Please return your response

Name:

—} I will attend the September 19 Relocation Business meeting

Y
LJ} 1 will not attend the September 19 Relocation Business meeting

sb
Attachment
sd
ee

Figure 16-2
A notice of a board meeting
Glencoe/McGraw-Hill

may include a reservation slip or

aa

reply card.
NOTICE OF QUARTERLY MEETING
rere eer

OF BOARD OF DIRECTORS OF

SULLIVAN INVESTMENTS INTERNATIONAL

f the Board of Directors will be held on Thursday, June 15, <year>,

eville Executive Room at the Hyatt Hotel, Interstate 35, Dallas, Texas.
& An agenda is attached
5Q
°
° Signature Date
C

Preparing Meeting Communications 447

 An agenda
Timer Car 16.3
¢ Identifies the objectives for the meeting

&
Discuss: Identify at least
three purposes served by an ° Prepares participants for the meeting
agenda.
* Defines the time allotted to each topic, if appropriate, and the order
of discussion

Every meeting should have an agenda; for most meetings the agenda
should be written and distributed before the meeting. While the circum-
stances of some meetings preclude working from a written agenda, dis-
carding a written agenda should be the exception rather than the rule.

Components of an Agenda
An agenda lists the items of business in the order they are to be discussed at
a meeting. Successful agendas also include the approximate amount of time
to be spent discussing each item. They also define each participant’s specific
responsibilities. An agenda sends a message that the facilitator or chair is
NOTES prepared, that the meeting is planned and will be conducted in an organized
What is the fashion, and that the meeting will end when the agenda items have been
Agenda? covered. Preparation of the agenda for a regularly scheduled meeting should
An agenda should begin almost immediately after the last meeting. Preparing an agenda allows
indicate when and where the
the facilitator to prepare any follow-up comments on previous items or to
meeting will take place, who
should attend, and why they give participants an opportunity to add topics.
should attend, as well as the list
In addition to the list of items to be discussed at a meeting, an agenda
of items for discussion.
should also include the following:

° Day and date of meeting

¢ Meeting objective or purpose

e Time (beginning and ending)

¢ Location

e Responsibilities for the listed topics, including allotted times

e Call to order

e Approval of minutes

* Old and new business

e Order in which topics will be discussed

Correspondence, reports, and other documents may be attached to the

agenda as reference materials for the topics to be covered at the meeting.

Format of Agendas
The format of an agenda will vary with the circumstances of the meeting. Far
instance, the agenda for an informal staff meeting, such as the one shown &
Figure 16-3, may be a simple list of topics in an e-mail addressed to the

Chapter #&
 Figure 16-3
This agenda for an informal
MARKETING MANAGERS meeting includes a simple list of
topics.
. y Meeting Agenda

July 27, <YEAR>, 2:30 p.m.. Conference Room C-1

1. Welcome and introductions

New region Southwest
2. Launch for new products
Budget
Date, time, location
Exhibits
Refreshments
Entertainment
Responsibilities
Printed materials
3. Quarterly reports
4. Next planning meeting

participants. In contrast, the agenda for a formal meeting will be written as

a more structured list of topics, as shown in Figure 16-4.

When writing an agenda, make sure that the items are listed in the same,
or parallel, form (see Chapter 3 for a discussion of parallelism). Write every
agenda item as a noun phrase. Verbs are used for the decisions made dur-
ing a meeting. For example, do not use Giving the Treasurer's Report as an
agenda item; instead use Treasurer's Report. Additional examples of agenda
VW items include the following:
NOT PARALLEL PARALLEL
Calling to order Call to order
Report of Budget Committee Budget Committee Report

Reviewing Management Survey Management Survey Review

Figure 16-4
This agenda for a formal meet-
ing includes a structured list of
Copyright © Glencoe/McGraw-Hill

ADVANCED TECHNOLOGIES BOARD OF DIRECTORS topics.

Mecting Agenda

November 10, <YEAR>, 7 p.m.

Harlingen House, Enright Room

Sacramento. California

1, Call to order
2. Information items Executive Directors report
3. Action items Minutes, Board of Directors Meeting, June 12, <YEaR>
Financial report, Steven Stegall, Treasurer (attached)
Committee report, Shirley Brooks, Chairperson (attached)
Publications
4, Old business Management survey, Jodie Kreswell (attached)
5. New business
6. Adjournment

>

Ww

Preparing Meeting Communications 449

 You may want to create an agenda using the templates provided in word
processing software. Using this software, you can select either a short, infor-
mal agenda format or a longer version, which lists each topic and gives blank
space for making comments about discussions, conclusions, and action items.

Agenda Distribution
Distribution of the agenda should follow your organization's policy, usual
practice, or board bylaws. For example, if your organization is a corporation,
there are rules and regulations that must be followed in reporting and dis-
tributing board of directors’ minutes and maintaining corporate records.
Once prepared, the agenda should be distributed far enough in advance of
the meeting to allow review by the participants. As a rule, an agenda may be
sent with the meeting notice or sent at least three to five days prior to the
meeting. On the meeting day, a final agenda that includes new items may be
distributed to participants. Review the agenda shown in Figure 16-5, Even
though the agenda was sent in advance of the meeting, it looks like a shop-
ping list and lacks the detail and clarity needed in an agenda, Now look at
Figure 16-6, which shows an improved version of the same agenda. You cam
readily see how the second example follows the rules of agenda preparation.

Figure 16-5
This agenda lacks detail, violat-
APEX, INC.
ing the principles necessary for
agenda preparation. Meeting Agenda
November 20, <YEAR>

Minutes
Be

Director's remarks
<YEAR> budget
Conference report
SP

Committee reports
New business
Adjournment
Se

Figure 16-6
This agenda provides sufficient : APEX, INC.
detail for each item. Compare Meeting Agenda
this agenda with the one in
:
Figure 16-5, Yov
November 20, <Year>,
20, <vEA 9 a.m. —— 10:30.a.m
10:30 a.m.

Paulson Hotel, Marsden Room

Wausau, Wisconsin

Minutes Approval of minutes of meeting held October 12, <year>,

Minutes are attached.
Director's remarks Report attached.
Budget for<yEaR> — Budget attached. The <year> budget was approved by
the Finance Committee at the September meeting.
Report on conferences At its October meeting, staff reported on the various
conferences to which representatives are invited,
The report is attached, The Director intends to recommend
action at the November meeting.
Committee reports Long-Range Planning Committee drafted the report,
which is attached.
New business Management survey, Jodie Kreswell (attached)
Adjournment

Chapter 76
 Checkpoint 16.1

1. What are the benefits and drawbacks of setting an agenda?

2. If you were a new employee, what would you think of a manager
who sets and keeps to an agenda? What would you think ofa man-
ager who holds meetings without agendas?
3. From a business perspective, why is it important to distribute
agendas in advance of a meeting?

PREPARING MINUTES

Minutes, a report prepared after a meeting, are the official written record of
the business that was conducted. (See Chapter 15 for a detailed discussion
of report writing.) Minutes can be compared to a report; they have an intro-
duction, body, and conclusion. The introduction includes the specifics
about the meeting, such as day, date, time, and location. The body includes
what actually happened during the meeting, and the conclusion describes
actions, decisions, and information about the next meeting. Minutes can be
brief or lengthy, depending on the length of the meeting's agenda—they may
range from a one-page summary of the meeting to a book-length report ofa
convention or annual board of directors’ meeting. Regardless of the length
or format, minutes should reflect the substance of the meeting. They are
used for the following purposes:
¢ To prevent any misunderstanding of meeting actions

¢ To keep absentees and other interested parties informed of decisions

¢ To provide a basis of discussion for the next meeting

* To provide an official written record of the meeting results

Meeting minutes, therefore, are very important.

Copyright © Glencoe/McGraw-Hill

Minutes of board and committee meetings contain the records of the

actions that were taken. These minutes are critical to the decision-making
If you are responsible
process for companies and must be maintained according to the accepted style
for preparing the minutes,
for these minutes. The American Society of Corporate Secretaries (ASCS), a pro- review your notes within 24
fessional association whose members are corporate secretaries, publishes vari- hours of attending the meeting.
ous guidebooks and monographs devoted to current practices related to cor-
porate meetings. One such guide focuses on the style and content of board and
———

committee meeting minutes. Included in this monograph are guidelines for the
corporate secretary who takes the minutes and information on the filing,
retaining, and indexing of minutes. You can access the Web site for the ASCS at
www.ascs.org to learn more about the work of the ASCS.

Drafting minutes should be done as soon as possible after a meeting. The

c

more time that lapses, the more difficult it will be to recollect discussions and

Preparing Meeting Communications 451

 action plans. Although participants may make notes during the meeting, they
depend on the official minutes for a complete and accurate record of conclu-
sions reached and actions required as a result of the meeting.
Agendas created using word processing software offer blank spaces to
record discussion points, conclusions, and action items, which can be used
for preparing minutes after a meeting.

The language style used in minutes should reflect the type of meeting.
The more formal the meeting is, the more formal the wording and tone of
the minutes. For example, formal minutes would reflect an impersonal and
objective tone while informal minutes would typically use an informal tone
and format, which may be written in summary form. In writing informal
minutes, the writer may use informal phrases such as “Charlotte Whitmore
adjourned the meeting.”

Organization of Minutes
Minutes should be written objectively and concisely, and they should be
written in the past tense. The first page should give the identifying informa-
tion who, what, when, where, why, and how. Follow the identifying informa-
tion with a summary of agenda items in chronological order, the order in
which the business was conducted. Participants may fail to follow an agenda
exactly in informal meetings; however, the minutes should reflect the
agenda items as they were actually discussed.

Minutes need not be keyed verbatim (word for word) except for those
formal meetings where there were motions, changes or amendments to
bylaws or company policy, or majority or minority opinions. It is important
that the minutes emphasize discussions resulting in an action—make sure
the minutes clearly indicate what was done or agreed upon, who agreed,
and when the action is required.

Remember that minutes represent a permanent record of a meeting.

Consequently, minutes should be specific, complete, and accurate so that
they can be referred to at some future time if necessary. For instance, a
department manager-may be considering increasing specific budget items
Hill

based on the discussions and conclusions of a meeting held last week. The
minutes should provide a written record of the results of that meeting that
on/McGraw-

will assist the manager in making the decision.

When writing minutes, use a separate paragraph for each item of busi-
ness covered in a meeting. To help readers locate items quickly in minutes,
© Gle

it is good to use some sort of headings to separate discussion points.

Copyright

Format of Informal Minutes

For informal meetings, minutes may have a memo format or a minutes sum-
mary, which is a form that allows the participants to make notes. These notes
serve as the minutes of the informal meeting. These two formats are dis-
cussed in the following paragraphs.

452 Chapter 16
4
 In a memo format, you would include the following:

¢ Memo heading

1 y ¢ Subject line: For example, Minutes of the Management Review of April

20, <YEAR>, 10:30 a.m., Room 6

* Attendance list: List the names of those who were present at the meet-
ing, those who were absent, and those who attended as guests. The
name of the person who facilitated the meeting is usually listed first.

* Agenda topics: List each topic in chronological order. You may use
boldface or italic type or underscoring to highlight each topic.

¢ Concluding comments: Mention the time, date, and location of the

next meeting, if applicable.

A minutes summary provides readers with discussion highlights, includ-

ing what action was taken at the meeting or will be taken by an individual
or group of individuals after the meeting. The summary includes many of
the basic components common to formal minutes: day, date, time, and
location of the meeting, those present and absent, and the agenda topics.
or

Compare the minutes summary shown in Figure 16-7, with the memo min-
utes shown in Figure 16-8 on the next page.
od

Figure 16-7
A minutes summary of a meet-
yam ee

ing highlights actions taken at

/ PRODUCT DIVISION
the meeting.
Ly Minutes of the Meeting

March 14, <vYEAR>

er

1:30 p.m. to 2:30 p.m., Room 14

PURPOSE Seek ways to reduce production costs.

ATTENDANCE = Joe, Thomas, Mary, Rico, Juan, Maria, and Bill attended the
meeting. Fred was absent

OLD BUSINESS _ Financial situation: Joe reported the last quarter's losses at
12 percent

Report on production levels: Joe reported that although

production levels were up during the second shift, they were
down in the first and third shifts. Overafl the production level
was down 6 percent.
Copyright © Glencoe/McGraw-Hill

NEW BUSINESS Developed cost reduction approaches: Brainstormed to develop

approaches to be considered (seek new vendors, cross-train.
review procedures, retrain, review corrective actions); finalize
in next meeting.

Prioritized and assigned feasibility studies: Rank-ordered

studies; Tom will bring these to the next meeting. Prepare to
work on budget items in next meeting

ADJOURNMENT The miecting was adjourned at 2:30 p.m. The next_ meeting is
scheduled for April 11 in Room 14

Respectfully submitted,

Math, Reontc
Marta Ricarti, Secretary
G

Preparing Meeting Communications 453

Figure 16-8
This example of memo minutes
summarizes the topics discussed
at the meeting.

MEMO TO: Production Managers Committec

FROM: Sherie Burnett (for Marilyn Sullivan) Ss B

DATE: February 21, <YEAR>

SUBJECT: Minutes of the Production Managers’ Meeting. February 20, <YEAR>,

1:30 p.m.. Room 14

ATTENDANCE Marilyn Sullivan (facilitator), George Harris, Farrell Schuller,

Shirley Kelly, Bill Williams, Charlie Cason, Tom Bullock were
present, Ray Addison was absent.

BUSINESS New product line production through January: Each new

product in the 189-A line is behind production schedule for the
last quarter. According to the Production report, the company
is 6.7 percent behind production and 4.2 percent behind last
quarter's production schedules.

Production costs fo each product: George Harris reported

that on the basis of month’s report, production costs were
up 4.5 percent. Farrell Schuller will analyze these costs with
George and prepare suggestions to ensure stabilization of
production costs.

ADJOURNMENT _ The next Production Managers’ meeting will be held at 1:30

p.m., March 20, in Room 14. The meeting was adjourned at
3:30 p.m

sb

Ray Addison
Tom Bullock
Charlie Cason
George Harris
Shirley Kelly
Farrell Schuller
Marilyn Sullivan
Bill Williams

Format of Formal Minutes

© Gleneoo/MeGraw-bHill

The information contained in formal minutes includes the following:

Name of the group

Day, date, time, and location of the meeting

Time the meeting was called to order

Copyright

Time the meeting was adjourned

Names of those present (and, if applicable, names of persons absent

and names of guests and speakers), name of the presiding person,
and name of the recorder

Announcements

Disposition of previous minutes

454 Chapter 16
 Record of the meeting, including a summary of topics covered in
chronological order
=

Motions presented in exact wording; name of person who made the

——>

motion and seconded it, and actions taken on motions

Conclusions of discussions
66

Name and signature of person preparing minutes

i
i

The way the minutes are presented in keyboarded form is important. Be

sure to follow these guidelines:
Com

The heading should include the name of the group and the day, date,
time, and location of the meeting. The name of the group should be
en

in all-capital letters and boldface; all other information in initial capi-

tal letters; all lines should be centered.
PP

Side margins should be one inch, top margin should be approxi-

°

mately two inches.

The opening paragraph should indicate the time the meeting began
and who called it to order.

The body of the minutes should note what business was conducted
at the meeting and what actions were taken.
The last paragraph should indicate the date and time of the next
meeting, if applicable, and the time of adjournment.

Corporate Oversight. According to company bylaws, the board of

directors of the company where you work is required to submit to
stockholders a complete written record of the annual board meet-
& ETHICAL ing. What might be the legal consequences if the written record
Ps a
ab contains inaccuracies? What might be the ethical consequences?

In formal and some informal meetings, a participant presents a proposal by

making a motion, which is a component of parliamentary procedure. The per-
© Glenooe/Mearaweni

Copyright © Glencoe/McGraw-Hill

son introduces the idea by saying, “I move that President Wills appoint a pro-
gram budget committee to study a dues increase or other revenue enhance-
ments.” Another participant then seconds, or endorses, the motion. Discussion
follows to allow individuals who so desire to express their views on the motion,
and then voting may take place. Sometimes, however, the vote on a motion
may be postponed until a specific future date to allow time for further study.
Copyright

Postponing a motion indefinitely is a polite way of “killing” the motion. When

reporting motions in minutes, include the following information:

The specifics of each motion made, including any amendments

The names of both the person who made the motion and the person

VY who seconded it (if appropriate)

The action taken (motion passed, motion failed, or was postponed)

Preparing Meeting Communications 455

 Distribution of Minutes
E-mail may be used to distribute the minutes of an informal meeting.
However, the minutes ofa formal meeting also should be mailed prior to the
next meeting or distributed at the next meeting. Minutes are distributed
prior to the next meeting to allow participants to

1. Verify the minutes.

2. Review decisions and responsibilities assigned.

3. Note actions taken or to be taken.

Minutes of formal meetings are not part of any permanent record until sub-
mitted for approval at the next meeting. Follow your company’s rules, regu-
lations, and/or usual practice when distributing minutes of an informal or
formal meeting.

Correction of Minutes
Accuracy in the recording and transcription of minutes is absolutely essen-
tial. Careful proofreading of the minutes is a necessity so that errors are
corrected before the minutes are distributed.

When it is necessary to correct minutes that have already been distrib-

®
uted or read, draw a line through the error using a contrasting ink color, and
write the correction above it. If several lines must be corrected, draw a line

| A,
through each incorrect line, make the note See page... , and key the cor-

i, Mil
rections on a separate sheet with the appropriate page number. Place the
date when you made the change in the margin near the correction. Do not
rekey the entire set of minutes because of the danger of making additional
errors. At the next meeting, the group should be informed of the corrected
minutes.

Ms ee) ea Cm eS
YES NO
Meeting objective or purpose included
Copyright © Glencoe/MeGraw-Hill

Names of attendees and absentees recorded

Name of the presiding person or facilitator indicated
All agenda items accounted for
Agenda topics (with appropriate comments on action taken or
to be taken, identifying persons responsible) indicated
Concluding comments (date, time, and location of the next
meeting) provided
Accuracy of information verified
Concise wording used
Past tense used

456 Chapter 16
 If you are using word processing software, you can use the strikethrough
option to show text that should be deleted from a document. Strikethrough
prints text with a line of hyphens running through it, indicating that the text
has been deleted. Strikethrough text looks like this:

Mr. Jackson, Treasurer, presented the financial report for the period
ending }uRe38, 1999.

Checkpoint 16.2

1. Do you think having a permanent record of meeting minutes is

essential for a business?
2. Whyis it important to identify a meeting's participants in the minutes?
3. Do you agree or disagree that accuracy in the recording and tran-
scription of minutes is absolutely essential?

CHAPTER 16 SUMMARY

Successful meetings result from effective planning, which includes the

preparation of meeting notices, agendas, and minutes.

Meetings may be formal or informal, and they may be held electronically.

In many organizations, formal meetings are planned, structured meetings,
usually conducted by elected officers. Informal meetings, such as staff
meetings, are scheduled as they are needed.

To announce a meeting, the facilitator sends a meeting notice by mail,

telephone, or e-mail and usually includes an agenda. An agenda, the plan
for a meeting, identifies the objectives, prepares participants for the meet-
Copyright © Glencoe/McGraw-Hill

ing, and defines the topics and time allotted to each topic.

Minutes, a type of report prepared after a meeting, become the official

written record of the business that was conducted. Minutes of informal
meetings may follow a memo format or a meeting summary format. In con-
trast, minutes of formal meetings should follow the format specified by the
organization.

Following the techniques described in this chapter will help you prepare
the documentation connected with meetings.

Preparing Meeting Communications

WORKPLACE
Paha) by Stress Management

Stress is the result of trying to do too much in too little time. Too much stress
can lead to a worker's burn-out, bad health, and lowered productivity. As a
result, many businesses provide stress-management classes to help employ-
ees deal with stress.
The best way to handle stress is to prevent it. Experts recommend the fol-
lowing tips:
* Have realistic expectations. You know better than anyone how much
you can handle. If you are taking night classes or just had a baby, then
you know you can't take the big project, even though you really want it.
Learn to say “no” to work you cannot finish.
Set your priorities. Lack of organization is a major cause of stress. Get
organized and focus only on what is important. (For more on time man-
agement, see page 103).
¢ Take care of yourself. Burn-out happens because your brain can’t work
nonstop. You need time for fun. Get some exercise. Eat right. If your
body is relaxed and healthy, you will be less prone to stress.
If you are under stress, try these tips:
¢ Ask for help. It’s actually a sign of strength to know when you need help.
It is better to ask for help in order to make a deadline than to let every-
one down by missing it.

Take breaks. Refusing to stop does not get the job done faster. It helps to
take regular breaks during the day and on the weekends. Your brain
needs time to rest.
Never take stress out on others. If stress makes you cranky or emotional,
you mustn't vent your feelings on others. Venting is not fair, and it can
hurt your reputation. Don't keep stress bottled up either. Take a break
when you feel stressed. Confide your worries to a trusted friend.

Vhinking Situation: Think of a time that

you experienced stress at work
Eritic¢ally, 1 at school.

Ask Yourself: What were the causes of your stress?

How did you handle the stress? If you had to relive that stressful
time, what would you do differently? [If you do not experience stress
or handle it well, think of some advice for a coworker or friend.)
66 You've got to be very he employment process involves finding out where you want to go in
careful if you don’t know terms of a job and a career. This process involves research—about you,
where you are going, your career interests, and your ideal job. Included also is marketing your-
because you might not self—your education, skills, and experience—in a way that persuades an
get there. 9? employer to hire you. In earlier chapters, you developed the ability to per-
—Attributed to Yogi Berra, suade. You will continue to use the persuasive approach in this chapter and
Athlete
in Chapter 18. Whether you are ready to start your career or looking for anew
position, the techniques presented in this chapter will assist you.

STARTING THE EMPLOYMENT PROCESS

To prepare yourself for employment, you need to know your interests and
capabilities. Equipped with this information, you can then identify a job that
suits your talents and training. Begin the employment process by conduct-
ing a self-appraisal inventory.

Preparing a Self-Appraisal Inventory

As the first step in marketing your talents, prepare a detailed self-appraisal
(personal) inventory of your background and experience—your qualifica-
tions. This inventory will help you assess exactly what assets you have that
may appeal to an employer.

A self-appraisal inventory will help you answer questions such as:

¢ What work can I do?

¢ What work do I want to do?

¢ What kind of work do I do best?

In addition, your self-appraisal inventory will:

¢ Provide facts, dates, and other information to give to an employer

brill

¢ Assist you when filling out application forms

© Gloneoe/MeGraw-

¢ Provide the foundation from which to build your résumé

¢ Help you organize your qualifications for presentation at an interview

To prepare your inventory carefully, completely, and critically, you

should examine your interests, talents, and aptitudes; skills and abilities;
Copyright

experience; education; career goal; and the type of position you want.

Identify Your Interests, Talents, and Aptitudes

To identify your interests and areas in which you excel, ask yourself:

¢ What do | enjoy doing?

* What do | dislike doing?

466 Chapter 17
 What types of activities give me the most personal satisfaction?

What are my hobbies and/or volunteer activities?

What are my special talents or aptitudes? For example, do I speak

another language? Am I skilled at working with computers?

What do | learn most easily?

Do I like to solve. problems?

Do I like to work in a team environment?

In listing your interests, talents, and aptitudes, focus on those that are
most likely to appeal to a potential employer.

identify Your Skills and Abilities

ee

To identify your skills and abilities, ask yourself the following questions:

What personal skills, qualities, and abilities do I have that would be

es

beneficial in any type of job?

What personal qualities do I have that make me good in a certain

type of work? Think about your work experience, schooling, and
--_

activities such as volunteer work, and honestly assess your strengths.

Are my strong points ones that employers are seeking? Can I demon-
strate initiative, leadership, an ability to organize, a willingness to follow
orders, an attention to detail, or an ability to work as part ofa team? Tinidinap 17.1

W what d id I leearn or 1 the jjob that

ne tlI can
can use
use in othe ther positio
sitions? Some Discuss:
. If you are having
; a
examples may include learning how to use a computer spreadsheet difficult time completing the
program or developing guidelines for working with difficult cus- self-appraisal inventory, what
tomers. Focus on qualities that will demonstrate to potential employ- are some
Om steps you can take
for jogging your memory?
ers why you should be hired.

Assess Your Experience

List all of your jobs, including part-time, summer, and freelance work, with
your most recent experience listed first. Focus ‘on the most recent and/or rele-
Copyright © Glencoe/McGraw-Hill

vant jobs. For each position, list the name and address of your employer,
W GWIENGeeEvroareye nn

your job title, significant responsibilities, achievements, and results, and the
months and years you were employed. Include military experience in this
section. As you describe your work experiences, ask yourself:

What did I like and dislike about each job? Why?

What skills were required in each job?

DOPYNGNT

How well have I learned new things?

Why did I leave a job?

What type of work environment do I prefer?

Do I enjoy teamwork, and do | help resolve conflict?

Ne

How good are my written and oral communication skills?

Conducting the Job Search 467

 By describing your work experience, you gain valuable insight into the
type of work that best suits you.

NOTES Fr
Evaluate Your Education
Know Yourself
We do best wha List the schools and colleges you have attended or are attending and the cer-
like most, and we like most tificates or degrees you have received, with the most recent education listed
what we do best. first. You may also include your degree major and any awards and special
recognitions received. If you are just starting college, you may include infor-
mation about your high school education. Consider including on-the-job
training and special courses taken, listing the dates attended and any certifi-
cates or professional certifications you have received.

Many interviewers recommend that you not include any details about col-
lege except your degree, major, and awards, unless you are still in college or
recently graduated, Include your grade point average if over 3.4 on a 4.0 scale.
List four to eight specific courses that highlight specific areas necessary for
the targeted job. For example, identify computer software applications, such
as Microsoft Office and WordPerfect Suite, or programming languages, such
as C++, that would apply to a particular position. lf you are working on a
degree, list the degree and in parentheses the expected date of completion
(for example, expected 2006). Also list any scholarships or special recognitions
you received. You may add another section to include achievements that are
not education-related, such as an employee of the month award.

Identify Your Career Goal

©
With the trend toward switching jobs and careers several times in today’s
economy, your career goal is likely to change over time. For some, a
career goal may involve moving into a management position. For others,
a career goal may involve switching from a creative field to a more tech-
nical field or vice versa.

To identify your career goal, ask yourself:

e What are my career goals? What kind of work do I want to be doing

three, five, or ten_years from now?

¢ What sort of positions should I seek now in order to prepare for my =

career goal? For example, you might write: S
2>
An entry-level position in the hospitality industry where a °
S
o
background in public relations would be an asset. S
-
we

As you identify your career goal, you will want to review various job =
2
descriptions within your career field. You will find these job descriptions >
a
beneficial in understanding the qualifications and skills needed for posi- &°

tions in your field. Also, the review will help you determine keywords and
buzzwords used in positions; these words will be beneficial in your job
rr

search and your résumé development.

You may use various sources to find job descriptions, including the
.
©

Occupational Outlook Handbook (www.bls.gov/oco/), newpaper ads,

ee

468 Chapter 17
 government job service agencies, online job postings, and company Web
sites. Make a list of keywords and buzzwords to use when you develop your
résumé. These will become important for creating scannable and electronic
et

résumés, which will be discussed later.

&
A

Understanding the qualifications required will help you determine if you

have the necessary skills and will show you those skills you will need to
a

develop or enhance. As you compare those qualifications with your skills,

you will know what you will need to highlight on your résumé.
Aa

Describe the Position Wanted

EN

Consider all the information in your self-appraisal inventory, and match

your skills and experience with jobs in your chosen career field. Describe the
A en a

types of positions you feel you are best qualified for and prefer. List the posi-
tions in order of your preference. Ask yourself:
* What training or experience is required in order to qualify for the
position I want?

* Dol enjoy the challenges involved in the positions being consid-

I

ered?—for example, selling a product or service or technical work

that involves computers?
a

e What aspects of my experience, education, and skills will be most

beneficial to a potential employer in this particular field?

Understanding what you can do, what you want to do, and what you do
& y best will make it easier to explain your strengths to an interviewer. After
completing your self-appraisal inventory, check it for accuracy. Be sure to
use accurate descriptions, consistent dates, and correct spelling.

Once you have completed your self-appraisal inventory and analyzed job
descriptions, your next step is to conduct a search for your ideal job.

CONDUCTING A JOB SEARCH

,
:
g Looking for a job can be an exercise in frustration or an exciting challenge,
; = depending on how you approach the task. Efficient planning helps you to
5 3 achieve the right balance among research, preparation, and action. You
‘ % may find out about potential jobs by networking with friends, relatives, and
; © business acquaintances; reviewing classified advertisements; consulting
5& =
<= . Le) :
= = career centers or employment agencies; and searching the Internet.
5 e ; NOTES
= o
> oO A
r . Sharing
Networking Information
Some of your best sources for job leads are people who know you person- Networking with
personal and professional
ally or professionally—friends, relatives, coworkers, classmates, instruc-
contacts is a good source
tors, and business acquaintances. Maintaining contact with employers
@

of job leads.
K

with whom you completed internships or summer jobs is another possible

Conducting the Job Search 469

 source of job leads. In addition, don’t overlook the opportunity to join a
civic or professional association—many such organizations have student
affiliates on campuses.

Classified Advertisements
Classified advertisements in local and metropolitan newspapers give you a
snapshot look at the businesses and industries in the area and provide infor-
mation on the skills and qualifications desired by employers.

Career Centers and Employment Agencies

Career centers on college and university campuses provide students and alumni
with access to job postings from local and national employers as well as oppor-
tunities to participate in on-campus job fairs involving prospective employers.
Employment agencies contract with businesses or job seekers to fill job vacan-
cies. These agencies charge a fee for their services; either the applicant or the
employer pays this fee depending upon the agreement with the agency.

World Wide Web

The World Wide Web is an increasingly important source of information for
job seekers. Using the Web allows you to access job banks and view job post-
ings in the United States and in other countries. As a result, you greatly
increase your chances of finding a job that matches your experience and skills.

Some effective Jjob-search resources on the Web include the following:8

=
e Business, Industry, and Government Sites. Numerous businesses
have Web sites that include background information in a particular
NOTES industry, list job opportunities, and provide contact information. In
Work addition, state governments usually have job sites listing employ-
History
ment opportunities.
A résumé is a summary
of your background. e Career Centers and Job-Search Sites. Career centers and job-search
sites list job postings and offer advice on job-search topics such as
© Glencoe/MoGraw-Hill

choosing a career, interviewing, changing jobs, and telecommuting.

Some popular job-search sites include the following:
America’s Job Bank (www.ajb.dni.us),
Head Hunter (www.headhunter.net),
and The Monster Board (www.monster.com).

¢ College and University Sites. Many career and placement offices

Oopyright

located on college and university campuses have their own Web sites
that provide information on job opportunities, résumés, and inter-
views as well as access to online searches for jobs.

Now that you have completed your self-appraisal inventory and started
your job search, you are ready to prepare your résumé—a summary of your
background.

470 Chapter 17
.; PREPARING A RESUME

|
Your résumé should summarize your background and provide enough
details to give an employer the information needed to assess your qualifica-
tions. At the same time, it should be concise. The suggestions in this section
will help you prepare an effective résumé that will make a favorable impres-
sion on prospective employers. You have only one chance to make a great
ee

first impression, so your best effort is required!

An effective résumé “gets your foot in the door.” It has one purpose—to
get you an interview. Currently, most employers require résumés. Even if
ToiiaagCap 17.2
ee

not requested or required, a résumé certainly can make a favorable impres-

sion on an employer when included with a completed employment appli-
oe

Discuss: Some people

cation, On the average, only ten to twenty seconds are spent on reviewing a develop one résumé and send
ee

résumé. Therefore, the better your résumé looks, the more likely a potential it to hundreds of companies.
employer is to read it. Why is this mass marketing
ae

technique not a good idea?

Your first task in preparing a résumé is to select appropriate, relevant
er

information from your self-appraisal inventory. To do this, ask yourself the

following questions:
a

¢ Which parts of my training and experience relate to my job goal?

Sa

¢ Which parts, if any, are unrelated?

NOTES F
Give all pertinent details about the positions you have held that relate to
Window of
your goal. Be brief in listing the details because an employer has limited Opportunity
time to read through numerous résumés. Your résumé may have
less than 20 seconds to attract
Next, you must organize the information you have selected. To catch an favorable attention.
employer's attention, list your strongest qualifications early in your résumé.
Ask yourself the following questions:

* Is my work experience the most important part of my résumé?

e Will an interviewer be more interested in my education and training?

You will want to arrange your information in a way that grabs the
Copyright © Glencoe/McGraw-Hill

employer's attention and makes your résumé stand out from a stack of
résumés. Begin this process by organizing the information into parts, as
described in the next section.

Résumé Parts
Most résumés contain the following parts: a heading, a career objective or
summary, experience, and education.

Heading
The heading appears at the top of your résumé and includes the following
contact information:
Ke

Conducting the Job Search 471

 ¢ Your full name

* Your complete mailing address

* Your telephone number (including area code), fax number, and

e-mail address (if applicable). Be sure the telephone number is one at
which messages will be taken during business hours, or indicate
when you can be reached by phone (for example, after 5 p.m.).

NOTES Career Objective or Summary

Define Your Interviewers differ on whether you should begin your résumé with an objective
Objective or asummary. An objective is a concise statement indicating the type of position
Omit an objective or you are seeking. The objective statement may reflect your goals for the next three
summary unless you can
to five years. A summary is a concise statement that sums up your experience
focus on its purpose and write
it concisely, and abilities and will assist the interviewer in assessing your qualifications. Ifyou
have written the objective or summary in a compelling way, it will catch the
interviewer's attention and get your résumé to the top of the “qualified” pile.

Avoid writing an objective that is too general, such as the following:

An interesting job with a challenging opportunity.
An interesting position where | may utilize my skills and training.
A job working with people.
To be hired as a management trainee in a large company and
eventually rise through the ranks into general management.
The first three objectives are too general—everyone wants a challenging
opportunity, and almost every job requires working with people. The fourth
objective would not appeal to interviewers because all too often applicants
mention a desire to rise to the top of management. Remember—if you want
to grab the reader's attention, make your main points early. To be effective
you should change the objective on your résumé to fit the particular posi-
tion for which you are applying. For example:

To obtain an administrative support position with Hunter Oil

International that involves report preparation and the use of data-
base and spreadsheet applications.
Copyright © Glenooe/MeGraw-Hill

Here are two examples of well-written summaries:

Management trainee with A.A.S. in mid-management and 24 credits

toward a bachelor’s degree in business administration. Four years
of experience in sales with increasing responsibility gained through
full-time, part-time, and summer positions while attending college.
Two years’ full-time experience as a trained and competent medical sec-
retary in a medium-sized office. Managed administrative/secretarial and
clinical duties. Worked full time while pursuing an Associate’s degree.

Experience
Experience is usually the key part of a résumé. This section tells the
employer what you have done on the job. Begin with your present or most

472 Chapter 17
 |
|
recent position, and work backwards to previous positions. List your duties
and responsibilities, but be sure to emphasize what you have accom- NOTES
plished and what results were obtained. Include any volunteer work you Be Revealing
have done. In addition to the experience you received from these activities,
In the Experien
volunteerism also reflects initiative, ambition, and commitment. Refer to section, reveal what
your inventory when you write this section. you have accomplished
i

Education
If you are strong in experience, list experience ina section immediately fol-
lowing the heading. If you have recently graduated from school and do not
=

have a year or two of work experience, list your education first. If education
is your main selling point, include skills (keyboarding speed, ability to
-_

operate special equipment), knowledge (such as software programs and

programming languages), and specialized training. List these items in the
ee

order of importance to the prospective employer.

If you have not completed a college degree, list the courses you have
completed, such as a one-year certificate in accounting or 18 semester
hours in business. If you have years of experience, then briefly mention edu-
cational credentials, without mentioning the dates that degrees or certifi-
cates were received, as the last item on the page. For example, the following
is sufficient:

Bachelor of Science, Business, Amber University, Dallas, Texas

Associate of Applied Science, Accounting, Houston Community
College, Houston, Texas

Include in this section any special training or workshops that you have
attended that have enhanced your skills. Also, list any certificates or profes-
sional certifications you have obtained.

Résumé Styles
You can use one of three styles for your résumé—chronological, functional
(or skills), or combination. The résumé style you choose will be determined
by a number of factors, as described on the following pages. Review the sam-
Copyright © Glencoe/McGraw-Hill

ple résumés in Figures 17-1, 17-2, and 17-3 on the following pages. Study the
advantages and disadvantages of each style, then select the one that will
work best for you.

Chronological Résumé
The most traditional résumé style is the chronological résumé (see Figure
17-1), which presents your experience and education with the most recent
information first. Information is arranged in categories using standard head-
ings such as “Experience,” “Education,” and “Special Skills.” This résumé
style is especially effective for entry-level job seekers or for professionals
who want to highlight their industry-specific job progression. Experts rec-
ommend including an objective or summary on a chronological résumé to
‘~

focus the interviewer's attention.

Conducting the Job Search 473

Figure 17-1
A chronological résumé orga-
nizes information with the most
DARREL BOWEN
recent experience listed first.

972-335-605
[email protected]

Efficient Office Manager with 10 years’ experience. Proven ability to manage office of small
manufacturi g or service firm. Personable, well-groomed, and accomplish sa one:
person office staff and as coordinator of activit ies Of various departments or employees
within a department.

EXPERIENCE

Office Manager, 1999 - Presen

North Dallas }
Manages staff

Office Manager, 1994 - 1999

Texas Printing Company, Dailas, Texas
One-person office fore for this small printing company. Administered payroll, benefits, and
recordkee for 35 employees.
Billed customers, 1 de bank deposits, ordered office
supplies, prepa ed correspondence, received customers, answered phone, filed, and
maintained records for tax purposes.

Part-Time Office Assistant, |992 - 1994

ny. Dallas, Texas
dence pre ocedures. Formul:

EDUCATION

University of North Texas. Denton, Texas, B.S. in Business Administration.

SPECIAL SKILLS

Bilingual-Spanish, competency level in speaking, rew

Computer experience with MS Word. Excel, Access, and PowerPoint oo

Advantages of the chronological résumé includes its ability to:

* Appeal to moretraditional interviewers.

* Fit best in conservative fields, such as law, banking, and academia.

Copyright © Glencoe/MeGraw-Hill

e¢ Emphasize a steady employment record and career growth.

=.

* Be written easily—employment dates are usually listed first, from

—_—

present to past.
1 Qe: te ae”

Disadvantages of the chronological résumé include the fact that it:

* Makes it difficult to highlight the applicant's best experiences.
eg

* May be an inappropriate style for someone making a career change.

* Can reveal obvious employment gaps.

474 Chapter 17
 Figure 17-2
A functional or skills résumé
Gail R. Rugario highlights skills and abilities.
2056 Martin Read
Indianapolis, IN 46206
S

Voice: 307-555-9896
Fax: 307-555-9897

OBJECTIVE To obtain an entry-level public relations position that uses

my problem-solving, |leadership, and organizational
skills.

EXPERIENCE Conducted customer surveys to help improve service

and increase business: resulted in increased business of
10 percent.

Directed telemarketing campaign for college capital

improvements fund; raised over $175,000.

Directed special marketing campaign for local technical

college: resulted in increased enrollment of 8 percent

Wrote and edited press releases; directed mass-mailings.

Planned promotion campaigns for three retail stores.

Sold advertising spots for two leading city newspapers

and a local radio station.

Coordinated advertising and edited layout for college

yearbook,

COMPUTER SKILLS = Microsoft Word (Macintosh and Windows), Excel,

PowerPoint, and Aldus PageMaker.

EDUCATION B.S., Marketing: Eastern Michigan University, Ypsilanti.

Michigan.

e May put undesired emphasis on job areas the applicant wants to minimize.

e May show the applicant's lack of experience.

Copyright © Glencoe/McGraw-Hill
Oe WATeTt@uey Ivraer errr

Functional or Skills Resumé

The functional or skills résumé (see Figure 17-2), focuses more on the skills
you have acquired and achievements you have attained than on the actual
positions you have held. Again, information is presented in categories, some
of which may include specific abilities, education, or positions held. With
this style the employer quickly sees what you can do for the company, rather
than having to read through the job descriptions.

Use the functional or skills style if you have extensive experience and are
seeking a position outside your industry or have gaps in your employment
history. For students or returning homemakers who have gaps in their
employment history or who have held numerous part-time jobs, the func-
tional or skills style may be beneficial in highlighting specific categories of
abilities and skills.

Conducting the Job Search 475

ee |
 Advantages of the functional or skills résumé include its ability to:

e Emphasize selected skill areas that are marketable or in demand,

rather than the “when and where” of companies worked.

e De-emphasize a “spotty” employment record.

¢ Allow the applicant to emphasize professional growth.

¢ Play down positions not related to current career goals.

¢ Organize information by descending order of importance.

Disadvantages of the functional or skills résumé include the fact that it:

* Omits work history, which can make employers suspicious.

* Doesn't allow the applicant to highlight “prestigious” companies or

organizations.

* Is perceived as too general, not specifically tied to jobs or to positions

where the applicant achieved results.

Combination Résumé
The combination résumé, shown in Figure 17-3, includes parts of both the
chronological and functional or skills styles, making this an appropriate style
for those changing positions or careers. This style can be most effective
when both skills and work experience need to be emphasized.

The combination résumé maximizes the following advantages:

* Combines the concise, targeted approach of the functional résumé

with the logical progression of the chronological résumé.

¢ Emphasizes the applicant's relevant skills and abilities in relation to

the job objective.

* Is good for career-changers.

*¢ De-emphasizes gaps in employment.

Two disadvantages of the combination résumé:

© Glencoe/McGraw-Hill

¢ May end up with a longer résumé.

* Presents a challenge in determining how to organize the information.

Once you have decided which résumé style to use, your next step is to write
your résumé.
Copyright

What to Do in a Résumé
In addition to selecting, organizing, and formatting the information in your
résumé, you should consider words carefully, maximize readability, use a
checklist to evaluate your résumé, and review the résumé from an
c

employer's perspective.

476 Chapter 17
 Figure 17-3
A combination résumé includes
the best features of the chrono-
logical and functional or skills
SHIRLEY A, KESTER résumé,

E-mail: [email protected]

OBJECTIVE To obtain a medical afial position with a goal to

hnician, u fen years

related records.

EDUCATION Danville Area Community College, Danville. Hlinois

aduation: May 2006
Associate of Applied Science. Medical Seer
ee

and a Certificate in Computer Software Specialist

Courses include:
Medical Terminology Physiology/Anatomy
Payroll Accounting
Records Management Word Processing
Business Communication Programming I, II. and Il

COMPUTER SKILLS Microsoft Office, WordPerfect Suite, Lotus SmartSuite, and

Page Maker

EXPERIENCE Administrative Manager

Central Ilinois Telephone Company, Danville, [Hinois
ee

Supervised telephone surveyors, planned areas to be

surveyed, and plotted maps of survey area.

Administrative Assistant
er

Lincoln Insurance Agency. Danville. [inois

Set up file systems for potential clients, filed reference
he

information, keyboarded correspondence, ordered and

controlled supplies, made customers” appointments,
ai

answered phones, and greeted customers.

Retail Sales

gote__
Speedway Automotive Sales. Westville, Illinois
Ep Seer

Kept sales records, took inventory, priced and sold

merchandise, and operated several types of cash registers.

Activity 17-1
ee

To test your skills.

ape

Copyright © Glencoe/McGraw-Hill
ee

Self-Promotion. John Peterson did not graduate from a technical

oe eee ee

LEGAL college but indicated on his résumé that he had an associate’s

&ETHICAL}
degree. What are the ethical issues in misleading a prospective
employer about his educational status? What are the legal conse-
7a J
eres

;
quences of misrepresenting information on a résumé?
Serene

Consider Words Carefully

eee

Observe the following guidelines for concise, straightforward wording.

¢ Omit the personal pronoun J.

Oe

e Use phrases or short statements; do not use sentences.

eee
ee

Conducting the Job Search 477

 e Begin statements with strong action words that best describe your skills
and experience. Avoid verbs such as helped and participated that do not
say precisely what you did and what your contribution was, Instead, use .
effective action words such as the following: &

Accomplished, Achieved, Adapted, Administered

Changed, Coordinated, Compiled, Controlled, Created

Demonstrated, Developed, Devised, Doubled, Designed

Initiated, Installed, Interpreted, Managed
Processed, Produced, Recommended

Simplified, Solved, Streamlined, Standardized, Supervised

Trained, Translated, Upgraded, Verified

A prospective employer likes to know about results you've achieved and not
just your responsibilities. Therefore, describe your experience using words that
establish your credibility and level of expertise. Note the following examples:

“Supervised market research projects . . .”

“Created word processing templates for Sales Department . . .”
“Able to listen effectively to dissatisfied customers . . .”
“Flexible in handling multiple tasks . . .”

Maximize Readability
Refer to the following guidelines to make your résumé presentable. &
e Use a simple, clean structure and attractive format.

¢ Be clear and concise.

¢ Use bullets and listings.

¢ Leave as much white space between sections as possible.

¢ Use parallel structure for similar items. For example, ifa period ends
an item, place.a period at the end ofall items; ifa heading is bold-
face, use boldface for all headings.
coe/McGraw-Hill

e Use simple, professional looking fonts. Keep your résumé to one page
when possible. If you have several years of experience, you may need
to use two pages. The heading on the second and subsequent pages
should include your name and the page number. =
Copyright © G

¢ Keep the number of fonts to a minimum—two at the most.

* Keep capitalization, bold type, italics, and underlining to a minimum.

e Print your résumé on white or cream nontextured paper using a high-

quality printer. Photocopies and dot matrix printers are unprofessional. :

e Print on one side of the paper only. |

¢ Proofread several times to eliminate spelling, factual, grammatical,

and punctuation errors. Have others proofread it also.

478 Chapter 17
 Use a Checklist to Evaluate
Make sure you double-check
Your Résumé
your résumé for the items shown in the
Thadiagagp 17.3
“Résumé Evaluation Checklist.” The first impression your résumé creates is Discuss: Generally, résumés
should be prepared on white or
critical. Your résumé should be appealing to the reader. Remember—your cream paper using a conserva-
résumé is an advertisement for you! tive format. When might depar-
ture from this recommended
procedure be acceptable?

Résumé Evaluation Checklist

Check for Misspellings.

Perform a spell check.

Carefully proofread every word.
Ask a friend or relative to proofread your résumé.

Check for Punctuation Mistakes.

Be consistent in your use of punctuation.

Check ends of lines of text.

Check for Grammar and Mechanical Mistakes.

Use the present tense to describe duties you currently perform

and the past tense for ones you performed in the past.
Be consistent in your use of date formats (i.e., 5/12/03 or
May 12, 2003).
Check abbreviations of state names. (All state abbreviations
are two letters without periods—for example, Oklahoma is OK,
Texas is TX, and New Mexico is NM.)

Review Your Résumé From the Potential

Employer's Perspective
Practice the “you approach” in reviewing your résumé. Put yourself in the
reader's shoes. Glancing over your résumé, the potential employer will
Copyright © Glencoe/McGraw-Hill

reflect on the following:

¢ What has this person actually accomplished on the job?

e Is there a match between this person's skills and experiences and the
skills that I require for this position?

¢ What can this person do for our company?

* Does this person seem to care about the quality of his or her work?
How does the résumé look? How organized is it? Is it error free?

* How well has this person communicated to me?

¢ Do I want to take the time to meet with this person? Should I call this
person in for an interview?
Jw
Now, ask yourself, “Did my advertisement do its job?”

Conducting the Job Search 479

 What Not to Do in a Résumé
Interviewers and professional résumé writers recommend that you not
include the following items in a résumé:

¢ The word résumé at the top of the résumé

¢ The word /

e Sentences

e Salary information

¢ Reasons for leaving jobs

¢ A “Personal” section that includes references to age, gender, religion,

race, height, weight, health condition, and marital status

e References

The preceding guidelines apply to résumés that are prepared in the tra-
ditional way. If you are preparing an electronic résumé, you need to take
special considerations into account, as discussed in the next section.

Remember that it is important not to embellish your education and expe-

rience or to lie on your résumé. Your education and experience usually will
be checked. If you lie on your résumé, you will be disqualified as a candidate
for the current position as well as for future positions within the company.

Scannable and Electronic Résumés

Technology has had a great impact on the employment process. Previously,
résumés were created on a word processing software package and mailed to
potential employers. Employers would manually go through the résumés
and select candidates for interviews.
Now, résumés are frequently sent to employers electronically. Employers
scan résumés that were sent via postal mail and file résumés that were sent
electronically, placing them together in data banks for future use in match-
ing candidates to positions.
Oopyright © Glencoe/MoGraw-Hill

Scannable Résumés
To help manage the volume of résumés submitted for job openings, many
employers are using electronic applicant tracking systems. Paper résumés
are scanned by optical scanners that transform the hard copy data into elec-
tronic data that is used in an automated tracking system. Scannable résumés
are word-focused documents with very simple layouts that are designed to
be easy to scan. Therefore, they are very plain and are considered unattrac-
tive compared to the traditional résumé. A résumé that is not scannable may
not be entered into the tracking system or be clearly accessed by it.

For a specific job opening, the tracking system goes through a procedure
of comparing a list of desired qualifications for the job with each résumé.
Keywords are at the heart of this search. The computer searches for key-
words that it has been programmed to find.

480 Chapter 17
 As most electronic résumé searches are based on keywords, your résumé
must contain keywords if it is to be considered. Keywords are words or short
phrases in noun form that define the requirements of a particular job. They
b : Y may include buzzwords, which are specific to the particular industry, as well
as those words frequently referred to or reflected in positions such as manager,
lead worker, supervisor, and trainer, and in business processes, such as con-
: tinuous improvement and quality assurance. Use the list of keywords and
buzzwords from your inventory and incorporate them into your résumé.
NOTES
Fortunately, it is not difficult to create an electronic or scannable
Improve
résumé like the one shown in Figure 17-4. You do, however, need to follow Your Odds
some basic guidelines, which are summarized in the following list. If you submit your
résumé electronically but fail
z=

¢ Use keywords to describe your education, experience, skills, and abili- to follow accepted guidelines
ties. Avoid using action verbs such as created, developed, and main- for scannable résumés, you
Nee

tained. Instead, use descriptive nouns such as coordinator, manager, may never be considered for the
position.
supervisor, administrative assistant, accountant, customer service repre-
sentative, word processor, and sales that relate to specific job postings.

Figure 17-4
A

An electronic or scannable
DARREL BOWEN
3040 Glenview Drive
résumé requires special format-
— A

Dallas, TX 75244 ting in order to be read by com-

972-555-6052 puter programs.
[email protected]

KEYWORD SUMMARY
“LO years’ experience—Office Manager—Office Assistant
"Internal Support—Staff Training —Bookkeeping
{ ) *Payroll—-Recordkeeping—Records Management
VJ “Computer Expertisc—MS Word, Excel, Access
“Bilingual—Spanish

Efficient Office Manager with 10 years’ experience. Proven ability to manage office of
small manufacturing or service firm, Personable, well-groomed, and accomplished as a
one-person office staff and as coordinator of activities of various. departments or
employees within a department.

EXPERIENCE

Office Manager, 1995 - Present

North Dallas Metals, Inc., Dallas, Texas
Manages staff of eight employees. Schedules work of 40 plant employees. Prepares
payroll. Supervises bookkee equisition of supplies, and other clerical services.
Assists in interviewing job applicants and in conducting onentation of new employees.
Copyright © Glencoe/McGraw-Hill

Office Manager, 19%)- 1995

Texas Printing Company, Dallas, Texas
One-person office force for this small printing company. Administered payroll,
benefits, and recordkeeping for 35 employees. Billed customers, made bank deposits,
ordered office supplies, prepared all correspondence, received customers, answered
phone, filed, and maintained records for tax purposes.

Part-Time Office Assistant, 1988 - 1990

Walton Stamping Company, Dallas, Texas
Established uniform correspondence procedures. Formulated procedures for systematic
retention, protection, retrieval, transfer. and disposal of records. Prepared activities
reports for management.

EDUCATION
University of North ‘Texas, Denton, Texas, B.S, in Business Administration

SPECIAL SKILLS
Bilingual-Spanish, competency level in speaking. reading. and writing.
b Computer experience with MS Word, Excel, Access, and PowerPoint for IBM systems,
\

Conducting the Job Search 481

 The more keywords you use, the more likely your résumé will be recog-
nized by an electronic résumé database and matched to job openings.
* Use commonly used fonts, such as Arial, Times New Roman, Helvetica,
and Universe. Keep the size of your font between 10 and 14 points.

e
¢ Keep the design simple. If the text or design of the résumé is difficult
for the computer to read, much of the information in the résumé will
not be saved in the database.
¢ Avoid graphics and shading. The computer programs are set to read
text, not graphics. Do not underline—it may make the type unreadable.
Avoid using italics, vertical or horizontal lines, brackets, parentheses,
columns, tabs, graphics, and boxes. However, boldface type and
all-capital letters are acceptable.
* Print your résumé on white or cream paper. Avoid dot matrix print-
outs and low-quality photocopies. Paper size should be standard U.S.
8.5 by 11 inches.
¢ Place your name at the top of the page on a separate line, and list your
phone number, fax number, and e-mail address each on a separate line.
¢ Use wide margins around the text.
¢ Begin all lines at the left margin.
¢ Do not fold your résumé, as words in the creases may not be readable
by the computer.
¢ Mail your résumé in a 9- by 12-inch envelope.
¢ Do not staple your résumé as the computer may read the holes as letters.
¢« Do not center lines or justify text.

If you are sending a résumé that is formatted for scanning, you may want
to include a traditional résumé as well. Attach a note to the scannable
résumé indicating “this résumé is for scanning.”

Numerous resources are available to guide you in formatting a scannable

internet résumé, such as Joyce Lain Kennedy's Electronic Résumé Revolution. Adams
Job Bank offers Fastrésiumé, a CD-ROM that allows you to create a résumé
© Glencoe/McGraw-Hill

Job Posting
using a specified format. For additional current information, search the
Access the Internet and search
for information on how to post
Internet using various job-related keywords, such as résumé, scannable
your résumé on the Internet. résumé, employment, and careers.
Prepare a brief report explain-
By using the latest in document-imaging technology, your résumé can be
ing how to post your résumé.
scanned into a computer database system and kept “active” for months or
even years. As a result, you could be considered for positions you had never
Copyright

anticipated.

Electronic Résumés
Electronic résumés frequently are described as résumés that are sent in a
specific text format via e-mail or the Internet. Electronic résumés are basi-
cally plain text résumés that lack the typical formatting enhancements asso-
ciated with traditional résumés.

482 Chapter 17
———_

When résumés are sent electronically, it is important that the receivers be

able to read the résumé regardless of the type of computer or software they
have. To ensure readability if you are sending your résumé via e-mail, you
Y may want to format your résumé in ASCII. ASCII is plain, unformatted text.
You will need to follow the same guidelines as you would in creating a
scannable résumé.

You can convert your word processing file to an ASCII file by using your
word processing program's “save as” option. As with scannable résumés,
many resources are available for creating electronic résumés, specifically
ASCII résumés. For more information, you can search electronic résumés on
the Internet using your favorite search engine.

List of References
In addition to your résumé, you should prepare a list of references—names
and addresses of people who will verify your education and experience and Global Presence
can comment favorably on your qualifications. Ask instructors and former Many companies that have
employers to serve as your references. List your references on a separate international operations have
sheet of paper—do not list them on your résumé. Web site addresses. What cul-
tural differences do you think
* List three to five references on a separate sheet to take with you to will be evident in the job
the interview to be given to the interviewer if requested. Include the requirements and the qualifica-
position, title, address, and phone number for each person. tions requested of the appli-
cants for positions in these
¢ References may be required on an employment application. The busi-
international companies?
ness value of personal references is often questionable. The preferred
Y references should be from individuals who have firsthand knowledge
of your work and can validate your qualifications as an employee.

Also, consider individuals with whom you have worked in an organiza-

tion or on a committee. Colleagues are also a source for references.

When selecting references, contact the individual to see if she or he is

willing to give you a positive recommendation. Inform him or her about the
types of jobs you are applying for and, if necessary, briefly review some of
your responsibilities and accomplishments..As you will have several refer-
ences, try to select individuals who can comment on different qualities and
Copyright © Glencoe/McGraw-Hill

skills. At the end of the hiring process, call or write your references thanking
-

them and sharing the outcome of the process.

Secrets Revealed. As previously mentioned, John Peterson

misrepresented his educational status on his résumé. John sent his
’ résumé to a company and was asked to come in for an interview.
ae

& ETHICAL j Before the interview, John completed an employment application

17-2 f an} form and again misrepresented his educational status. During the
ee

interview, the interviewer asked John about his educational back-

eS aeat

ground. John confirmed that he had received an associate’s degree. John was offered employment on
a Friday afternoon and was asked to begin work Monday morning. Because of the backlog of reference
checks, the employer did not discover the discrepancy on John’s application until the end of his first
week of employment. What are the rights of the employer and the employee?
=

Conducting the Job Search 483

a
 Checkpoint 17.1

1. Which of the résumé styles—chronological, functional or skills-

related, and combination—works best for you? Explain your
choice.
2. Why do you think that it is inappropriate to use the pronoun “I” in
a résumé?

3. What are the advantages and disadvantages of preparing an elec-

tronic or scannable résumé?

COMPLETING AN EMPLOYMENT APPLICATION

Many companies have become cautious about the use of résumés as tools
for providing verifiable information. Unlike employment applications, a
résumé generally is not signed and does not contain a statement verifying
the truthfulness of the information. Therefore, many companies require
interviewees to complete a company employment application before the
interview.

The manner in which you complete the employment application tells the
interviewer the following about your ability to:

Follow written directions

Complete a task

Handle details

Exercise care and neatness in your work

Employment applications can be one page or several pages long, but all
such forms ask for these basic categories of information: personal, educa-
tion, experience, and references. (See Figure 17-5.)
Copyright © Glencoe/MeGraw-Hill

NOTES
Personal—your name, mailing address, phone numbers (both home
Truth and work), and e-mail address.
Wins Out
Do not give incorrect Education—levels of education you have completed and schools’
schooling information on an names and addresses and dates or years attended. The longer you are
employment application. Most out of high school, the less important it becomes to list, especially if
companies will check education
you have attended a community or technical college or university.
references before you are hired.
However, if the form asks for high school information, list it.

Got0___
Experience—names of companies, position titles, and dates of previ-
ous employment. A category for volunteer experience now appears

DAMN yActivity 17-2

on many applications.

References—refer to your self-appraisal inventory for the names,

To test your skills. titles, company names, addresses, and telephone numbers.

484 Chapter 17
 Figure 17-S When completing
an employment application, be
complete, truthful, and neat.

J LJ Transportation Corporation

Personal Data

Applying For Monition As Salary Desired Date Available

Date Applied

Name

Address:

Telephone No ; Social Security Now US, Citizen

Who referred you to us!

Educational Dato

Employment Data Begin with most recent employer.

References

According to interviewers, education is the most lied about item on

résumés and employment applications. Your credibility and trustworthi-
Copyright © Glencoe/McGraw-Hill

ness will be questioned if you provide false information on your résumé. An

ote

employment application is a legal document—if you falsify information

and are found out, you won't be hired by that company. If you are already
Ot

employed, you can be terminated.

eo

Occasionally an employment application will contain illegal questions,

such as questions about age or marital status. You can choose to answer the
questions, fill in the blank with the letters NA for not applicable, or draw a Tiina 17.4
——

dash across the response blank. Discuss: Human resources

personnel often insist that you
-

complete the employment

Guidelines for Completing Employment Applications application in the office when
you pick it up or just before
=a

The best suggestion you can receive from anyone on how to complete an your interview. What are the
reasons for this practice?
employment application is this: Be prepared.

Conducting the Job Search 485

 e Take your completed self-appraisal inventory with you. Your inven-

©
tory has all the information you will need. You make a poor impres-
sion if you can’t remember a phone number, date, or ZIP Code.

* Never write “See résumé” across the application for any section.

* Read completely through the employment application before you

start to fill it out. This will help you answer the questions correctly.
Once you have completed the application, reread the directions, and
recheck all information for accuracy.

¢ Take two working pens (preferably with black ink) and an ink eraser.
Do not use pencil as it smudges and fades in time.

¢ Follow directions. If the instructions say “print,” don't write in cursive

style. Print legibly—most employers won't consider an application
they can't read. If the directions ask you to key the information, do so.
If you do not keyboard, ask someone to key the information for you.

* Carry a pocket dictionary. A spelling error could mean an automatic

rejection when you apply for a position.

e Answer all questions. If the information does not apply to you, put
NA (not applicable). If there is a place to include “other business
skills” or “comments,” put something there to sell yourself.

¢ Avoid listing the salary you expect. If this question is asked, answer
with “open.” This question can best be answered later in the hiring
process. You might eliminate your chance for an interview if your
amount is out of line with current salary guidelines.
e Give positive reasons for leaving previous jobs. When this informa-
tion is requested, give reasons such as “better job opportunity,”
“career change,” “career advancement,” or “return to school.”

NOTES Remember that you start applying for the job the minute you walk in the
Permanent door. Therefore, it is just as important to make a favorable impression on
Record the office staff as on the interviewer. Follow these suggestions while in the
An employment employment office: »
application becomes part of ot el . .
© Glencoe/McGraw-Hill

your permanent employment e Use your waiting time to find out about the company or to review your
record if you are hired. answers to possible interview questions (interview questions will be
TS eb addressed in Chapter 18). If any brochures, annual reports, or advertising
pieces on company products or services are in the waiting area, look at
them for additional information. You will have an advantage if you have
asked for copies of brochures and/or annual reports before the interview.
Copyright

¢ Do not ask for more than one copy of the employment application.

¢ Have adequate supplies and information with you to complete the

employment application.

¢ Avoid asking unnecessary or obvious questions. If you must ask ques-

tions, compile your questions as you complete the employment
application, then ask all your questions at one time, thus interrupting
the office staff only once.

486 Chapter 17
 In addition to a résumé, a list of references, and a completed employ-
; ment application, you can use another form of documentation to present
L your credentials to an employer—a portfolio.

: DEVELOPING A PORTFOLIO

One of the best ways to showcase your qualifications and talents is to

; develop a portfolio. A portfolio is a collection of your work that serves as evi-
4 dence that you possess skills that are relevant to the world of work. For
; instance, your portfolio might include several examples of your writing, a
copy of your résumé, and examples of special projects you have done, such
as a report or a sales presentation. If you are applying for your first job, your
portfolio might contain samples of the work you've completed in your com-
munication and software-application courses.
An employment portfolio provides prospective employers with tangible
evidence of your achievements and abilities. While your résumé provides a
written summary of your past accomplishments and is normally included
in your portfolio, the portfolio can assist with marketing your talents and
serving as evidence of your abilities.

The contents of a portfolio can vary depending on what you discovered

through your self-appraisal. The portfolio’s contents and presentation may
; also vary based upon the kind of position you are seeking. Here are just
b Lv some of the possible contents:
¢ Your official college transcript(s) pi hinking Cap) 17.5

¢ Astatement of your personal philosophy that relates to the career field Discuss: In addition to the list
‘ ; of portfolio contents suggested,
* A list of all your skills what other items would you
consider putting into a portfolio
e A description of experiences and accomplishments that do not fit for your chosen career?
into your résumé

¢ Certificates and awards you have received

e Letters of commendation and recommendation

Copyright © Glencoe/McGraw-Hill

e Newspaper articles that recognize achievements or promotions

¢ Programs from events you planned or participated in

¢ Samples of documents you wrote and prepared, including letters,

memos, reports, brochures, newsletters, or proposals

Your portfolio should be contained in a professional-looking, loose-leaf

portfolio binder—perhaps with a zippered enclosure. Each page should be
inserted into a nonglare plastic page cover for protection and professional
appearance. Include an attractive title page and a table of contents at the
beginning of the portfolio.

L \W Even after you begin your career, you should keep your résumé up to date
and continue building your portfolio.

Conducting the Job Search 487

 By preparing your self-appraisal inventory, résumé, list of references,
portfolio, and by completing the employment application you will be ready
for the employment interview, which will be discussed in Chapter 18.

Checkpoint 17.2

4. Why do you think companies use employment applications to test

an applicant’s ability to read and follow directions?
2. In your opinion, why should a company care if a job applicant has
been truthful about his or her education?

3. Why is it important to give only positive reasons for leaving past

employment? What should a job applicant do if he or she has been
fired from a previous job?

CHAPTER 17 SUMMARY

The employment process begins with an assessment of your qualifications—

a self-appraisal inventory, which serves as the basis for preparing your résumé.

A résumé is a door opener—a sales promotion tool for you. A well-written

résumé presents your education and work experience in a way that gives the
employer a strong message about your suitability for a particular position. Your
résumé should give an employer a review of what you have done and an indi-
cator of what you are capable of doing on the job. In short, your résumé is an
advertisement about your competence. Along with your résumé, you should
prepare a list of references—individuals who can attest to your competency.

Regardless of the media you use to send your résumé, it is important to

have a well-written résumé with short descriptions using keywords—action
words for traditional résumés and nouns for scannable résumés. Your
résumé must be customized to the particular job. Your objective is to com-
municate your skills, knowledge, experiences, and education to the poten-
© Glencoe/MeGraw-Hill

tial employer in a way that matches your abilities with the employer's needs.

Companies usually require job applicants to complete an employment

application. This is a legal document upon which a company will base its
reasons for hiring you. The application creates a picture of your background
in a legal sense because you are required to verify the truthfulness of the
information by signing the application.
Copyright

Developing a portfolio that showcases examples of your best work pro-

vides an employer with tangible evidence of your skills and accomplish-
ments as they relate to the world of work.

488 Chapter 17
id WORKPLACE
LLL Styles of Leadership

“Captains of industry” used to be a term that described the world’s most powerful
business owners. The term captain was apt, as these leaders asserted hands-on-
the-helm kind of control in their companies, rarely delegating tasks, and always
pursuing their vision, forcing others to follow. While many corporate leaders still
favor the model of the captain, many others have turned to the model of the
coach as team leader. A team leader also must have vision and intelligence, but
he or she also understands the value of treating employees as teammates. Team
leaders know how to communicate their ideas, motivate their fellow workers,
plan reachable goals, and assess workers’ and their own performance.
Not every team leader is the head of a company. Any employee can
become a team leader if he or she develops the following skills.
¢ Communicating: A good leader sets goals and communicates them in
clear terms. A good leader also actively listens to feedback.
Planning: In order to reach a goal, each step must be planned, and each
step must be reachable. Good team leaders don't doom their coworkers
to failure by withholding resources, such as time, money, or information.
Delegating: A good team leader trusts his or her coworkers and gives
them as much responsibility as they can handle. Delegating is one of the
best ways to motivate workers because it shows that their leader trusts
them to do a good job.
Assessing: A good leader constantly evaluates how well a project is
going. Ifa problem comes up, a leader must decide what steps must be
taken to correct it.
Setting an example: Good leaders always demonstrate the qualities they
expect in others, including honesty, flexibility, patience, good humor,
dedication, and a sense of personal responsibility.

Thinking Situation: Think of leaders

you have admired. (They can
Critically be national leaders, teachers,
or supervisors you have
worked with.)

Ask Yourself: What qualities did they have?

What did you learn from them? How would you use what
you learned from them in the workplace?
Write a journal entry that answers these questions.
 ee
ee
66 The secret of success is : Chapter 17, you learned effective techniques for writing a résumé and
doing what you ought to completing an employment application. In this chapter, we will discuss
do, when you ought to do additional job-search activities. You will learn how to write an effective cover
it, whether you want to or letter, prepare for an interview, participate in an interview, and write a

ee
not. No debate. 99 thank-you letter to the interviewer. You will also learn how to prepare a sat-
—Walter Hailey, Jr., isfactory resignation letter.
University of Texas founder

PREPARING A COVER LETTER

en sph
In many fields of work, writing a cover letter is the customary way to ask for
an interview. This is particularly true in the following situations:
‘tr = rf | “awe
¢ When the employer you wish to contact lives in another city or state
Activity 18-1
To test your skills
¢ When you mail your résumé

* When you e-mail your résumé

e When you are answering an advertisement

Purposes of a Cover Letter

If your résumé is a general advertisement of yourself, what purposes does a
NOTES cover letter serve? The cover letter allows you to focus attention on your
Cover strengths related to the specific job for which you are applying. The cover let-
the Bases ter should stimulate interest in you and your résumé as well as reflect your
A cover letter should interest in the position and the organization. An effective cover letter high-
not repeat the information
on the résumé. A cover letter
lights the particular aspects of your skills and accomplishments that best
is more than a “cover”—it suit a prospective employer's needs. Thus, it bridges the gap between your
is a tool for marketing your experience, skills, and abilities and the qualifications of the position. A cover
qualifications for the job. letter, along with your résumé, helps to get you an interview.

Some authorities use the term application letter interchangeably with

cover letter. The cover letter (or application letter) goes along with your
résumé and introduces you to the receiver.
aw Hill

Preparation for Writing a Cover Letter

Copy ght @ Glanjoe/Mo

Before you begin writing your cover letter, be sure you have answered the
following questions:

¢ What does the organization do, make, or sell?

e What is your central selling point?

¢ To whom should you address the letter?

* What type of cover letter should you write?

What Does the Organization Do, Make, or Sell?

You must understand both the organization and the position for which you
are applying before you can tell an employer how your personality, training,
and experience make you a good choice—ideally the choice—for that

498 Chapter 18
 position. Obtain any information you can about what products or services
the organization offers, how many employees it has, whether it is publicly or
privately owned, and so on. The more you know about the organization and
the position requirements, the more interesting and convincing you can
make your cover letter. If you send a cover letter to a company that has
advertised with a blind ad, you won't know or be able to learn the answers to
these questions, A blind advertisement lists an available position without
indicating the name of the company. Blind advertisements are used when:

* Acompany does not want their current employees to know about a

position they want to fill.

¢ A company may not want its competitors to know of a position it is

attempting to fill.

¢ Acompany wants to discourage mass mailings from all applicant

sources.

What is Your Central Selling Point?

In your cover letter you can gain the reader's attention by highlighting one or
NOTES
two accomplishments or abilities that show you are a viable candidate for a
position. Ask yourself: Of all my qualifications, which one would be the most Sell Yourself
important to the position for which I am applying? Which one will appeal Remember tha
are competing with other
most to this employer? The answer may be your experience in similar work,
people who are also trying to
your ability to get along with difficult customers, your training, or a special sell their services. If your cover
skill, such as the ability to speak Spanish. Focusing on only one or two letter is to stand out from the
unique attributes will increase your chances of being remembered by others, it must highlight the spe-
cific qualifications that would
the reader and of getting an interview during which you can elaborate on
make you a valuable employee.
your other accomplishments. Your most important attributes become your
central selling point, around which you build your letter.

How Should You Address Your Letter?

Do not address a cover letter “To Whom It May Concern.” You can usually
obtain the correct name, title, and address of the specific person by calling
the organization to which you are applying. When answering a blind ad, use
the simplified letter style that substitutes a subject for the salutation.
Copyright © Glencoe/McGraw-Hill

What Type of Cover Letter Should You Write?

Cover letters are either solicited or unsolicited. If you want to send a cover let-
ter to several organizations where you are interested in working, then you
would write an unsolicited cover letter. The purpose of an unsolicited letter
is to create interest so that employers will contact you for an interview. In
contrast, a solicited cover letter is sent to a prospective employer for a posi-
tion which you know is open and for which you are qualified. You can read-
ily learn about such job openings through the following sources: ThiiingCap 18.1
e Job-hunting links on the Internet Discuss: What is the main
difference between a cover
¢ Help-wanted advertisements in newspapers, magazines, and trade
letter and a résumé? Do you
journals think you could use a cover
letter in place of a résumé?
* College placement centers

Selling Yourself to Employers 499

cia = | mmm
 e Public or private employment agencies

¢ Relatives, friends, or acquaintances who tell you about vacancies

¢ Networking through your professional organizations and individual

support groups

GUIDELINES FOR WRITING AN

EFFECTIVE CovEeR LETTER

Before you begin reading this section, refer to the persuasive approach con-
cepts presented in Chapter 1 . The cover letter is a formal business letter that
accompanies the résumé whenever it is sent to a potential employer. Your
cover letter is like a sales letter; it introduces you by highlighting relevant
qualifications as they apply to a particular position. A cover letter usually
includes a minimum of three paragraphs. Each paragraph has a different
goal. An effective cover letter includes the following:

e An interesting opening that will get the interviewer's attention

« A convincing presentation of your qualifications

¢ Astrong closing with a request for action—an interview

The following excerpts of openings, presentations of qualifications, and

closings illustrate appropriate cover letter content. The letters in Figures
18-1, 18-2, and 18-3 on pages 501, 503 and 504 respectively, bring examples of
these cover letter paragraphs together into effective documents.

Attract the Reader’s Attention

Your opening paragraph must attract favorable attention and get the inter-
viewer interested enough to read on. Use one of the following four ways to
gain attention:

identify the type of position you are applying for and

tell how you learned about the opening
(Use this approach when you write a solicited cover letter for an advertised
Hill

position.) Here is an opening written by an applicant who learned of a job

Oopyralit © Glenone/Motiraw

opportunity from a college career office:

Dianna Wyatt, Washington State Career Office counselor, told me

that you are seeking a top-flight salesperson who can also give out-
standing field demonstrations for Capri cellular phones.
This opening was written by an applicant who learned ofa position from
a professor:

Mrs. Merilu Berkovitz, Director of the School of Medical Records

Administration at the University of Maryland, told me you are looking
for an Assistant Administrator in your Medical Records Department.
Mrs. Berkovitz is confident that my college preparation and my

500 Chapter 18
 Figure 18-1
PO. Box 37 This cover letter relates the
icon. KY KY 41840
Neon, applicant's
A : qualifications to the
qe September 6, <YEAR> job requirements.

Mr. Tom Sullivan

' Human Resources Manager
Consolidated Freightways
1942 Parkway Avenue
Detroit, MI 48236

: Dear Mr. Sullivan

: With a recent college degree in accounting and several years of work experience, [am
; confident that I would be an excellent junior accountant to fill the position that
77 Consolidated Freightways} advertised in Sunday's) Detroit Herald.

' The past three years’ experience in the trucking industry has increased my Knowledge
of the transportation field. Working in an office has increased my awareness of
; operations, finance, and budgeting, In addition, through my reading I have also
become familiar with many of the Interstate Commerce Commission’s regulations,

Since your company leases over 90 percent of its equipment, prope:

methods for leases are vital to Consolidated Freig ys’ accurate financial reports.
' The attention to detail and accuracy, a skill that I have developed, can reduce costly
accounting errors for you

; The enclosed résumé will provide you with a description of my qualifications. Please
call me at 606-555-3327 to arange a time when | may come in and tak with you

Sincerely yours,

kK ; VF Rickey Lee Santiago

Enclosure

experience in the Medical Records Department at Giles County

Hospital qualify me for this position.

Summarize your qualifications for a specific kind

of position
opyright © Glencoe/McGraw-Hill

(Use this approach in an unsolicited letter for an unadvertised position.)

Specify as much as possible the kind of work you would like to do for the
organization. For example:

You will find my accounting and computer skills and inventory

experiences beneficial to your company’s purchasing department. |
would enjoy working with your clients and promoting goodwill with
8 other organizations both personally and by phone.
Here is another example of an opening that summarizes the applicant's
qualifications:

k With my college background in marketing, along with my selling

ST experience, | believe that | could successfully sell Peterson’s products.

Selling Yourself to Employers 501

 Refer to the organization's reputation, progress, or
policies
(Use this approach in an unsolicited letter for an unadvertised position.)
Because employers receive so many formula-like letters, your letter will
stand out if it indicates you have researched the organization.

The recent expansion of Northern Telecom, as reported in the Dallas

Morning News, suggests possible openings for administrative assistants.

Here is another example of this type of opening:

Congratulations on your No. 1 rating by City Magazine as a school

district that seeks to motivate faculty and students to achieve high
standards. As a recent University of Texas at Dallas graduate, | would
like to contribute to the continued growth and success of the Allen
Independent School System.

Express support for the kind of work the organization

performs
(Use this approach in an unsolicited letter for an unadvertised position.)
This type of opening shows the organization that you are aware of the needs
of the industry.

Retailing provides the challenge of meeting people and selling them

on a product, an idea, a principle, or a goal. Your retail opening is
the challenge | have been looking for and feel qualified to fill.

Here is another example of this type of opening:

Millions of people now have access to the Internet and the World
Wide Web, and the number is increasing every day. My training and
experience in Web-based design would assist Design It in meeting the
demands of a Web-based marketing initiative.

Present Your Qualifications Convincingly

To be convincing, the qualifications you present must be related to the
work you are applying for and must be backed by evidence. Avoid statements
such as “I am dependable,” or “I am interested in working with people.” :
Notice how the following applicant uses previous work experience to tell
=
the prospective employer he is a hard worker.

After working as a help desk technician in the evenings and during

rush periods, | learned that | enjoyed the fast pace as well as the work
itself. In addition, my three summers as an intern at a computer retail =
store gave me valuable experience in dealing with customers.

Remember to interpret your training in terms of the work for which you are
applying. The courses you have taken and the school activities you have partici-
Stress what you have pated in are important because of the lessons learned and the experiences you
learned from your courses and
school activities.
had in those courses. In your letter, instead of simply listing courses and
extracurricular activities, emphasize ways in which you can perform for the

502 Chapter 18
 Figure 18-2
This cover letter highlights the
November 19, <YEAR> applicant's suitability for the job.

Ms. Mary Caraletti

an Resources Manager
s Affairs Medical Center
1000 Locust Street
Reno, NV 89502

Dear Ms. Caraletti:

The Veterans Affairs Medical Center has been an outstanding medical facility in this
area for many years, and I would like to be considered for a position on your
ative staff. Scveral friends of mine are aployed at the Medical Center, and
¢ quite pleased with the excellent working onditions and the advancement
Opportunities.

You will find that my communication and writing skills are excellent and that I can be
an asset to your hospital in both of these areas. Good grammar, neatness, accurate
spelling, and precise writing have always come naturally to me, My business courses
have given me @ strong background, and I adapt easily to people and methods of
Operations.

My enclosed résumé details my education, job experience, and other information that
may be of interest to you

I would like to meet with you, Ms. Caraletti, to discuss my qualifications and possible
employment at the VAMC, You may reach me at 702-555-3314 after 12:30 p.m

Sincerely yours,
0 77 bp

Lida Carlton
214 Loretta Avenue
Reno, NV 89502
Enclosure

organization because of something you have learned in school or on the job.

Notice how the successful cover letters in Figures 18-1, 18-2, and 18-3, and the
following excerpts relate qualifications and work experience to the position.

An applicant for a job as field representative for National Clothes

Company writes this description:

My college courses in clothing construction have given me a broad

knowledge of the makeup of men’s and women’s fashions. My sales
Copyright © Glencoe/McGraw-Hill

training and marketing courses have given me many techniques about

selling that | could put to good use for National Clothes Company.
In my core college courses, such as psychology, humanities, social
NOTES F
science, and public speaking, | gained a broader understanding of
Link to the Past |
human behavior and learned to make fast decisions, These experi-
Describe how Our —J |
ences have helped me win people to my point of view.
past work experience has
prepared you for the job
serpy

An applicant for a job in retailing uses this approach: opening.

While talking with the merchants of Lewisville as a member of the

college newspaper advertising staff, | learned about business chal-
lenges and gained insight into what customers expect of a retail store.
Holding several part-time positions in sales and participating in vari-
ous extracurricular activities while in college taught me the value of

Selling Yourself to Employers 503

 managing my time and setting priorities, skills | would be able to put
to use in your busy office.

In your cover letter, you should also adapt your work experience to the
job requirements—specifically what you have learned from your work
experience and how that experience will benefit a prospective employer, as
shown in Figure 18-1. A prospective employer is interested in how your past
work has prepared you to do the work required. Review the following exam-
ple written by an applicant for the job of assistant in the purchasing depart-
ment ofa major manufacturer:
| strengthened my understanding of the overall structure of a manu-
facturing plant and became familiar with purchasing terminology
while working as an assistant in the Purchasing Department of
Gateway Aluminum Corporation. This experience also provided me
with a strong background in buying procedures and policies, which
| can put to good use in your organization.

Figure 18-3
Note how the writer ties skills to
the position sought.
June 18, <yEAR>

Mr, Donald Hickerson

Human Resources Manager
RKJ Ine.
343 Oak Street
Omaha, NE 68108

Dear Mr. Hickerson:

College training in office administration and work experience make me the ideal
SUPERSECRETARY for whom you advertised in yesterday's Omatia Star

I completed. with honors, the thorough and practical two-year office administration
program at DeSoto County Junior College

My keyboarding speed is now 75 words a minute, and I am proficient in word

processing. spreadsheets, and databases, Besides specific skills, the business courses I
took at DCJC have given me an understanding of the business world and its functions

Employment inthe Marketing Department at First National Bank of Middleton

provided an opportunity to apply my training in a fast-paced office setting. I believe
hill

that my work background will enable me to adapt quickly to your office routine,
Copyright © Olenaoe/Mednaw

[ find office work challenging and I enjoy new responsibilities. [ would like to put my
abilities and skills to work for RKJ Ine,

When you have reviewed the enclosed résumé, please call me at 515-555-2098 and
suggest @ Ume fof an interview

Sincerely.

korea)
Joyce Benson
405 Churchill Street
Blencoe, [A 15234

Enclosure

Chapter 18
 Close With a Request for Action
The closing paragraph provides a smooth transition from a description of
) your qualifications to a request for an interview. Close your cover letter with
Sd a specific request for an interview. In your closing also refer the interviewer
to your résumé, and give a telephone number where you can be reached.

My résumé, enclosed with this letter, describes my qualifications, which

| believe, could be assets to American Vast Signs. | would like to meet
with you to discuss the position of administrative secretary. Please call
me at 801-555-8652 to let me know a time when we may meet to dis-
cuss other ways | might be of value to American Vast Signs.

Notice how the writer of the letter in Figure 18-2 (page 503) presents her
qualifications. Figure 18-3 (page 504) illustrates an effective way to high-
light skills in relation to the employer's needs.

A Final Check
When you complete your cover letter, ask yourself the questions in the fol-
lowing “Checklist for an Effective Cover Letter” to decide whether your letter
is effective. Proofread your cover letter several times to ensure that it con-
tains no spelling, grammar, or other errors. Then mail your letter.

UV CHECKLIST FOR AN EFFECTIVE COVER LETTER

ad Check the Following Items to be Sure You Have:

YES NO
Written to an individual. Call the company to obtain the
name of a contact person. If the name is not available, then
use the person’s title, such as Human Resources Director.
Made each letter an original—not a photocopy.
Addressed each letter and included the title of the
contact person.
Used the correct spelling of all names and the proper |
company name. Call the company to check the spelling
Copyright © Glencoe/McGraw-Hill

if you’re not certain.

Have not overused the personal pronoun /.
Directed the letter to the anticipated needs of the
prospective employer.
Made sure the letter is free of grammar, spelling, and
punctuation errors.
Edited and proofread carefully.
Used good quality bond paper that matches the résume.
Used quality laser printing.
Used proper business letter format.
Written concisely; not exceeding one page. | |
La

Selling Yourself to Employers 505

 Checkpoint 18.1

1. Read the openings from two cover letters below. Identify the more
effective opening and explain your choice.
a. I spenta year in Mexico as an exchange student. At the univer-
sity, I took classes that focused on Spanish and Mexican litera-
ture, culture, and history. I lived with a host family at the time.
I thought the experience would help me in the job market.
b. Asan exchange student in Mexico three years ago, I lived with
a host family and took university courses. As a result, I speak
Spanish fluently and have a good understanding of modern and
traditional Mexican cultures, which I could put to good use as
an assistant at the Hispanic Culture Museum.
2. In your opinion, what is the benefit of limiting a cover letter to
one page in length?
3. What errors do you find in the following conclusion of a cover
letter? What suggestions would you make to improve it?
My résumé is enclosed. Thank you for your time. I hope to hear
from you.

INTERVIEWING

Once you obtain an interview, your next objective will be to use the interview
to create an impression that will lead to an employment offer. The purpose
of an interview is to allow the interviewer to assess your qualifications and
skills beyond what is presented on your résumé. The interview also allows
you to assess the organization and the available or desired position.

Preparing for the Interview

0e/McGraw-Hill

What makes an interview successful? Most interviewers agree that the key
factor is preparation. Dedicating time, energy, and thought to preparing for
the interview will help the applicant answer the following questions:
© Gler

e Why did you leave your last position?

NOTES fi ¢ Give me an example of one of your significant accomplishments.
Copyright

Aiming High i Why was it significant and how did you accomplish it?
The purpose of H@™=— | ¢ What did you like and dislike about your last job?
cover letter is to get an .
interview. The purpose of the In a recent interview situation at a major manufacturer of paper products,
interview is to get a job offer.
the interviewer who asked these questions did not offer employment to the
applicant. Why? The applicant was not prepared with effective answers and
did not give the interviewer a positive impression of his qualifications.

506 Chapter 18
 Beyond preparation, interviewers have identified the following common
mistakes made by applicants during their interviews: NOTES
Making
* Late arrival ImpressionS= &
¢ Inappropriate dress The first impression
you make on a prospective
e Lack of confidence employer is with your résumé
and letter or employment
e Poor attitude application form. The second
is during the interview and is
How do you prepare for an interview? Appropriate preparation includes based on appearance
the following items:

Analyze Your Strengths and Weaknesses

Refer to the self-assessment you conducted at the end of Chapter 17 to iden-
tify your strengths and determine areas for improvement. Prior to your inter-
view, identify two or three of your most valuable strengths, along with an
example of how you have demonstrated each. Analyze areas for improve-
ment and prepare your responses in positive terms. Suppose you did not
make effective use of your time on a project in a previous situation. Prepare a
response to give the interviewer a concise, articulate description of the situa-
tion and the way you will apply what you learned from that situation to the
position for which you are applying. This will help you discuss how you
could help to achieve the objectives and expectations of the desired position.

Research the Organization

VS Obtain information about the organization's product or service, its competi-
tors, and its financial picture. Corporations publish various types of litera-
goto__ure |
ture, such as annual reports, company overviews, and newsletters. Request
and review this literature. You may also complete a search about an organiza- Activity 18-2
tion by accessing the Internet or by checking out materials from the library. To test your skills

Consider Your Responses to Questions

Common interview questions—some of which are presented as state-
ments—and possible responses include the following:
Copyright © Glencoe/McGraw-Hill

¢ Why do you want to work here? Be prepared to answer this question

based on the results of your research of the organization. You may
want to mention something about the organization's product or ser-
vice, its team concept, or a challenge the organization will face in the
future. Relate your skills or interests directly to the company features
that you selected.

¢ What did you like/dislike about your last position? When asking this
question, the interviewer is looking for a response that will or will not
support the position for which you are applying. In answering this
question, avoid being critical of your former company (or the current
one if you're still employed).

e Why do you think you are the best candidate for this position?
Relate your qualifications directly to the requirements of the position.

Selling Yourself to Employers

—

What have you done to show initiative and willingness to work?

Have some instances in mind to illustrate your initiative and work
ethic. These instances may be from schoo! or work or both.
What do you know about our organization? You can really be
impressive with your answer to this question if you have done your
research carefully. Pick out major achievements of the company to
illustrate your knowledge of its products, community involvements,
size, successes, or other factors.
In performing your last job, what major problem did you encounter
and how did you deal with it? This question is usually asked to deter-
mine your problem-solving strengths. You can relate how you
brought a project back online or how you facilitated the team that
developed a new product or service.
What two or three accomplishments have given you the most satis-
faction? Why? For the answer to this question, you should have a
solid two or three major accomplishments to discuss. They may be
school- or work-related accomplishments.
How do you feel about assisting with the training of others in your
department? If you have assisted others in learning a skill, you
should relate these abilities in answering this question. Helping a
new employee learn procedures may be just one such example.
What do you consider the difference between your current or past
position and the position for which you are applying? The answer
will depend on your knowledge of the new position and the compar-
isons you have made between it and your former or present position.
What is the most useful job-related criticism you have ever received?
Perhaps someone suggested that you take a course or take advantage of
a training opportunity to learn a new skill to make up for a weakness.
Tell me about a particularly difficult problem you were able to solve.
Have a positive attitude as you answer this question based on your
experiences.
If | had three of your coworkers here, how would they describe you?
Be positive in your answer to this question. You may want to say they
© ¢3lencoe/McGraw-Hill

would describe you as a team player, a person who sticks to the job at
hand, or a person eager to learn.
In what type of work environment do you feel the most productive?
This answer should relate to the type of environment the job you're
interviewing for offers—inside, outside, production, sales, or other
characteristics you consider satisfactory.
Copyright

How has your experience helped to prepare you for this position?
Relate your courses, your work experience, and your skills to the job.
Tell me about a situation in which you were criticized and how you
handled the criticism. Be very enthusiastic as you illustrate how you
handled a criticism and how you learned from it. Use a positive tone
as you discuss the benefits received from the criticism.

508 Chapter 18
 Prepare Questions to Ask the Interviewer
Most interviewers expect you to ask questions. In fact, sometimes you
will be judged on your ability to ask a question that is effective in getting NOTES
the information that you desire. Because you will be evaluated on your
Hold Your
understanding of the position for which you are applying, ask questions
Horses
specific to that position, such as the following:
Asking questions about
e What are the opportunities for growth and advancement in the salary and benefits on the first
interview is inappropriate and
position?
could cause you to be eliminated
¢ What type of training is required? from consideration.

e What skills will the successful candidate for this position need?

Review Your Résumé Before Your Interview

You may have updated your résumé since you sent it to the company. If so,
be sure you have an extra copy of the updated résumé to give to the inter-
viewer. In any interview situation, have extra copies available in case you
interview with other people in the company. Sometimes the interviewer may
not have a copy of your résumé, especially if it went to another division or
department.

Dress Appropriately
To the interviewer, inappropriate dress results from lack of planning or
knowledge on the applicant's part. Remember, you want to dress to convince
your interviewer that you fit into the organization. Guidelines for dressing
appropriately include the following:

e Your clothes should be clean, well pressed, and conservative.

° Your hair should be clean, neat, and conservatively cut.

e Your nails should be neatly trimmed.

e Your shoes should be simple and shouldmatch or complement your

clothes.
Copyright © Glencoe/McGraw-Hill

° Your jewelry should be kept to a minimum; avoid flashy and trendy

jewelry on interviews.

Arrive Promptly
Interviewers consider late arrival as lack of planning. If you do not know the
location of the interview, call to ask for details. Allow ample travel time—
leave early if you are traveling by train, plane, or bus or if the weather or traf-
fic may delay you. If you are driving to the interview, it’s always a good idea
to find the interview location a day or two in advance. You can find such
things as parking, the entrance to the building, and security requirements
(such as a pass needed from a security guard) ahead of time.

Selling Yourself to Employers 509

Types of Interviews
Interviews may be held by phone, on-site at the work location, or at a career
placement center.

° Phone interviews are arranged by the interviewer when a face-to-

face interview is not possible or when the interviewer wants to screen
applicants.
On-site interviews allow the applicant an opportunity to tour a com-
pany and visit with employment personnel and hiring managers.
Preliminary interviews are held at career/placement centers
where employers have been invited to interview students on
campus. Preliminary interviews are sometimes held at job fairs
with follow-up interviews scheduled for a later date.

Interviews have different purposes, and the type of interview conducted

can vary according to the purpose of the interview. For example, the follow-
ing types of interviews have specific purposes in the interview process:

* Screening interviews are usually held when a large number of appli-

cants have applied. These interviews eliminate those who may not be
qualified for the particular position being advertised. The screening
interview is also a way of selecting the best candidates when a large
number are qualified. These interviews are usually highly structured
and are based on a question-and-answer format to get information
quickly and thus to make a selection decision.
Another type of screening interview is the group interview. This type
of interview is often done either to screen those who are not specifi-
cally qualified or to evaluate how people work together in a group.
When a team effort is needed for a particular job, this is a good
method to use to select applicants.
A one-on-one interview is the usual method of most interviews. A
one-on-one interview consists of the applicant and the interviewer.
The interviewer may use a question-and-answer format, the stress
interview, the behavioral interview, or a combination of these types
to obtain the required information.
Copyright © Glennoe/Modraw Hill

A stress interview is usually held to assess an applicant's ability to

respond under stress. Stress interviews are usually conducted for
positions in which a person's ability to act under stress or pressure is
necessary. The questions asked during such an interview are usually
direct and challenging, such as asking a person to defend an opinion
or a belief about a particular issue.
Behavioral interviews focus on experiences, knowledge, skills, abili-
ties, and behavioral traits, those skills or characteristics that the
applicant applies consciously or unconsciously to accomplish objec-
tives. Questions may focus either on past behavior and experiences
or on situations that might happen on the job. Such questions might
begin, “What did you do when .. .” or “When a customer rejects your
product, how do you respond?”

Chapter 18
eee

The Interview Process

ee

If you have had limited experience as a participant in interviews, it will help

you to understand some of the techniques a typical interviewer may use and
Nes

the reasons he or she may ask certain questions.

ee

Building Rapport
ee

Usually the interviewer will begin with some general questions or comments
to help you overcome your initial nervousness. This is the time for you to
em ck

relax—be friendly but professional. Remember that anything you hear dur-
ing this initial conversation could be a clue to how the interviewer thinks,
what he or she is looking for, or how you could help the organization.
me

Opening Statements
em

After a few minutes of general comments, the interviewer will usually

oem

explain in a businesslike way that the purpose of the interview is to deter-

mine if there is a match between you and the available position. The
eR

employer may provide you with a brief overview of the organization and
describe the position and its requirements. At this point, the interviewer is
Oe

probably observing the following:

e Your appearance and dress

pot +

e Any signs of nervousness expressed through body language

¢ Your willingness to interact and react appropriately

K
‘©

Professional Conduct. An interviewer cannot ask discriminatory

questions relating to race, age, sex, marital status, or number of
children as these factors have no bearing on whether the applicant
can or cannot perform the job duties. An interviewer cannot ask
questions that are not job related. What questions do you consider
illegal? How should the applicant respond to such questions?
Copyright © Glencoe/McGraw-Hill

The Heart of the Interview

At this point, the interviewer will begin asking two basic types of questions:
(1) open-ended questions and (2) closed questions.

¢ The open-ended (nondirected) questions are general inquiries

designed to get you to provide the interviewer with comprehensive
information. These questions often begin with “Tell me...,”
“Describe ...,” and “When....” They are used to discover how ¢ 4
well you organize and express your thoughts, how well you Vici sing Cap 18.2
communicate orally, and how consistent your views are with the Discuss: The interviewer
image of the organization. For example, an interviewer may say to asks if you expect to start a
an applicant, “Tell me about your education and its help in prepar- a How will you
ing you for this position.”

Selling Yourself to Employers $11

 By making this open-ended statement, the interviewer is giving the
applicant an opportunity to highlight educational areas that relate to
DIVERSITY] current job needs and problems. The interviewer wants to see how well
the applicant is able to summarize and relate pertinent skills, point by
Job Search Customs point, to the requirements of the job. If an applicant fails to respond
Interview customs differ from effectively to this type of question, employment may not be offered.
country to country. Interview An interviewer may ask an open-ended behavior-based question
someone from another coun-
which may begin Why, What, What if, How would you, and so forth.
try to get an idea how cus-
For example, “What if a customer needed information the next day,
toms may differ and what
but your immediate supervisor (the person who would normally sup-
interviewers may expect from
ply that information) was on vacation for a week. How would you
applicants in another coun-
try. What are some of the handle the situation?” These questions are used to reveal rationale
differences? for decisions you have made, to determine your level of motivation,
or to determine behavior in certain problem-solving situations.

In contrast to open-ended questions, closed questions (directed

interview) require a yes-or-no answer or are fill-in-the-blank type of
inquiries. This type of interview is highly structured. This type of
interview is often used as a screening interview to verify or confirm
information. For example, the interviewer may ask, “You have three
years’ experience as a bank teller; is that correct?”

Be aware of a question that appears to be closed but actually requires an

open-ended answer. For instance, “Can you work under pressure?” may
appear to call for a simple answer of yes or no. In reality, an interviewer ask-
ing this question is looking for a comprehensive response that gives you an
opportunity to sell your skills.

The Interview Closing

As the interview ends, the interviewer will usually present a plan of action. A
specific plan is a positive sign that you are being considered. For instance, the
interviewer would ask, “Because the department manager is out of the city,
would it be convenient for you to return Thursday for a second interview?”

Wait and watch for the “Anything else?” question. This is a technique the
interviewer uses to give the applicant another opportunity to sell himself or Caopyraht © Olennwe/Matinaw Hill

herself. Some applicants who are not paying attention will be eager to gather
up their things and will miss this opportunity. Others won't be expecting the
question and will not know how to answer. Instead, be prepared to make a
very strong closing statement, such as “It would be very beneficial for you
to have me in this position because of my customer service skills and three
years experience.”

When the interview is concluded, stand, smile, and give a firm hand-
shake and a thank-you for the interviewer's time.

Traits That Influence Interviewers

The traits you exhibit, both unfavorable and favorable, make a lasting
impression on an interviewer.

Chapter 18
 Unfavorable Traits
Traits that make an unfavorable impression on an interviewer include:

¢ Wandering—the inability to focus on relevant information. The inter-

viewer's time is valuable. Your ability to focus demonstrates that you
will use your time effectively if you become an employee. To avoid
wandering, concentrate on the question or subject being discussed
and provide informative, relevant, and concise answers.

* Compulsive talking—rambling rather than listening. Compulsive

talking is “instant death” in an interview.

¢ Nervousness—wringing hands, touching the face, jingling coins, fid-

geting, toe tapping, and so on.

* Boredom—yawning, looking out the window; mind obviously not on

the interviewer.

e Being noncommunicative—quiet to the point of being unable or

unwilling to communicate or interact with the interviewer. This trait
is just as deadly as compulsive talking.

° Negative criticism—of an applicant's current or previous employer.

Favorable Traits
Favorable traits that interviewers welcome include:

e Friendliness—being pleasant to be around, showing sense of humor,

obviously enjoying people, smiles.

¢ Preparedness—having taken the time to learn about the organiza-

tion’s products or service, its size based on volume or market area,
the number of employees, and other details.

* Sincerity—genuine interest in the organization, the position, team-

work, and results.
Copyright © Glencoe/McGraw-Hill

¢ Work ethic—arriving early, using time productively, completing tasks.

e Pride in quality of work—doing the job right the first time and mak-
ing sure the customers are satisfied.

Few people are hired at the first interview. The interviewer may have
completed a summary, rating you on the following categories: appearance,
effective communication, job knowledge, motivation, team player mental-
ity, and work ethic. The interviewer usually narrows the field to a few appli-
cants. Either a decision is made or a second interview is scheduled. The
interviewer may call the top two or three applicants for a second interview
to meet with the manager who has requested the position to be filled.
Based on the results of the second interview, the manager may make the
final selection.

Selling Yourself to Employers 513

Self-Evaluation
Complete a self-evaluation after each interview. Evaluate your interview
preparation, responses, and skill development needed for the position to
help you immediately identify any areas for improvement. Develop a written
plan or checklist to help you reinforce your positive behaviors and eliminate
any negative behaviors you identified. The following checklist is a good start-
ing point for your self-evaluation.

UV INTERVIEW SELF-EVALUATION CHECKLIST

YES NO
Before the Interview
Assessed skills, abilities, and experience
Listed and was prepared to discuss three or four important
points an interviewer should know about me
Researched information about organization
Gathered materials needed for interview (copy of résumé, list
of references, copy of cover letter, portfolio or sample of work)
Prepared answers to possible questions asked by interviewers
Knew location of interview (had address, telephone number)
During the Interview
Was pleasant to receptionist or administrative assistant who
greeted me
Had professional appearance
/ Used persuasive attitude
-.Was energetic and enthusiastic
Showed positive attitude
~ Used good listening skills
Responded effectively to questions
Observed messages sent through body language
(eye contact, showed interest as a listener, favorable traits)
Gopyriaht © Glennie MoGraw hil

Was poised and self-confident

Tailored answers to organization's needs and position as
determined by research
The Interview Closing
Thanked interviewer
Smiled
Gave one last statement about how my skills, abilities, and
experience would be an asset to organization
Gave a firm handshake
After the Interview
Wrote a thank-you letter to interviewer
Wrote other thank-you letters

Chapter 18
 GUIDELINES FOR FOLLOW-UP LETTERS

Follow-up letters include (1) thank-you letters to interviewers, (2) thank-you let-
ters to those who assisted with your job search, and (3) other follow-up letters.

NOTES
Thank-You Letter to the Interviewer
Quick Response
Now that you have written your résumé, created your cover letter, completed
A thank-you le
an employment application form, and interviewed for the position, one should be sent
more important piece of correspondence needs to be written: the thank-you immediately after
letter. Employers like conscientious employees; and by sending a thank-you the interview.
letter to an interviewer, you are demonstrating that you know proper busi-
ness etiquette. You are also keeping your name and your qualifications on
the interviewer's mind.

What should you include in a thank-you letter? Here are some tips:
e Thank the interviewer for his or her time during the interview.
a

* Reemphasize one of your strong “selling points.”

ee

¢ Ifyou thought of something after the interview that you failed to

ee=e

cover during the interview, include it, ifit is a significant point.

¢ Invite the interviewer to contact you for additional information if

necessary.

* Close the letter with a positive statement about your interest in the
position. Mention that you are looking forward to the interviewer's
f favorable decision.

Sending this letter after the interview will give you an advantage over the
other applicants—few of whom actually send thank-you letters after inter-
\ views. Since your purpose is to keep the interviewer from forgetting you, be
sure to mail the letter no later than the day after the interview.

= Paul Henry sent the thank-you letter in Figure 18-4 (page 516) after his
S interview. A similar thank-you letter is appropriate if you have been told
s that your application will be kept on file for consideration when a job
o
o
23 opening fits your qualifications.
°
2
‘ S
6
© Other Thank-You Letters
=
t 2
.
>
Qa
Remember, writing thank-you letters to people who have helped you in your
9°
oO job search is important. Send thank-you letters to friends who have given
you leads; to people who have been willing to give you suggestions for your
job hunt; and to anyone who has been especially helpful when you were
preparing your résumé or your cover letter.

If you do get the job, be sure to keep in mind those people who gave a
o
C

favorable report of your qualifications or in any other way helped you to

Selling Yourself to Employers 515

Figure 18-4
A thank-you letter to an
interviewer.

Paul Henry
1800 E. Hollywood Ave 801-555-3652
Salt Lake City, UT 84108 phenry @compisp.nct

September 14, <YEAR>

Ms. A
Progra ESts
24135 West Del Monte
Valencia, CA 91355

Dear Ms. Smart

¢ for your opening as a software specialist. I have a very

nd my ability to work effectively with you. My
e background exactly fit the kind of service

You said that the decision on those who would be interviewed further would be made by
October 1. I look forward to hearing from you. Please telephone me at 801-555-5652

Spey
Sincerely,

Paul Henry

t © Glencoe/McGraw-Hill

achieve your goal. A letter giving them the good news of your employment
is always welcome. In addition, respond to anyone who wrote you a note
congratulating you and wishing you success on the new job. The thank-you
letters should be short, simple, and sincere, mentioning what each recipi-
ent did for you.

5
Other Follow-Up Letters a
o
Cc

If you hear nothing within a week or two after writing your interview
thank-you letter, you may write a follow-up letter. Often you can make this
follow-up more effective by providing additional information, such as an
announcement of your graduation from college, completion of a special
certificate, or completion of a temporary position.

516 Chapter 18
 In a follow-up letter you should mention the following items:

¢ The date of your previous application form or letter

¢ The position for which you applied and interviewed

e Your continued interest in the opening

You may also summarize and give additional information about your
major qualifications, but you do not need to enclose a second copy of
your résumé. Sometimes a follow-up letter will spark a response when
you have had no reply to a résumé sent several weeks earlier.

After you have completed an application and interviewed for a position,

it is the interviewing company’s decision to offer you or someone else the NOTES
position. If you are offered the position, you can accept or decline the offer. Good Start
To accept the offer, you would either accept in person or by phone or fax. An acceptance
What type of approach would you use for this message? The good news letter should start
with the good news—the
(direct) approach, of course!
acceptance.

In composing your acceptance message, you should:

1. Begin with the acceptance—the good news.

2. Present some thoughts about your enthusiasm for the opportunity

being given to you.

3. Close courteously with a commitment for a starting date.

Thiiiagap 18.3
J To decline the offer means that you have decided not to work for the
company that has extended the offer to you. Keep in mind that the com-
pany has taken the time to interview you and has selected you over all the Discuss: You have received
other applicants based on your qualifications. You want to maintain the offers from two companies
where you recently interviewed
goodwill and friendship that you have established during the interview
for assistant director of com-
period. How will you do that? munication positions. You must
decline one. What will you say
In composing your refusal message, you should: in your refusal? The offers are
similar except for a higher
ee

1. Follow the indirect approach and begin with a buffer in which you salary for the one you are
accepting.
ER werner

Copyright © Glencoe/McGraw-Hill

thank the company for the interview and the offer.

eee

2. Lead into the refusal with your explanation that will ultimately
ae QUIT TGrLr ERT VTE

state or imply your decline of the offer. A reasonable explanation

should be provided that will keep the goodwill and leave the door
open in case you want to reapply at some future date. Should you
decline because you are returning to school, you should state that
WAP YIU

in your explanation. If you are accepting a position with another

company, state the reasons why you are accepting another posi-
tion, but keep the goodwill and relationship you have established NOTES -
in mind as you do so. Bad News i
A refusal letter mtst=———
3. Close cordially with a look toward the future to end your letter ona
begin with a buffer.
Sy positive tone.

Selling Yourself to Employers SUZ

 Checkpoint 18.2

1. Why do you think it is important to be able to discuss your weak-

nesses, or areas for improvement, during a job interview?
2. In which type of job interview—screening, group, one-on-one, stress,
or behavioral—do you think you would perform your best and your
worst? Explain your answers.
3. Do you think it is fair for a job applicant to be judged on his or her
appearance during an interview?

RESIGNATION LETTERS

When you decide to change jobs, you should prepare a letter of resignation.
You should always notify your supervisor or employer of the changes in
writing, even if you communicate your decision orally. You should give at
least two weeks’ notice. Whether the company wants you to complete the
two weeks or not will be up to the individual company and its policy on
resignations.

Although you may be angry or dissatisfied when you resign, avoid the
temptation to write an emotionally charged letter. Remember that this let-
ter will become a part of your permanent personnel file. If you need a refer-
ence from this employer in the future, the people who knew you best may
be gone. The person contacted for a reference may have only your person-
nel file as a source of information; therefore, the reason you give for leaving
should be one you can live with for the rest of your career. Remember, too,
that a past supervisor or colleague may later be employed at your current
place of employment.

A typical plan for a resignation letter is this:

1. Tell your plans for the position you have accepted (assuming you
Hil

took another job).

Copyright © Glengoe/MoGrayw

2. State in a positive way that you are resigning, and indicate the
effective date.

3. Offer to retrain a replacement, if appropriate.

4. State your reason for leaving, unless it is obvious or negative.

5. Tell how you've benefited from the job you are leaving.

6. Use a goodwill closing.

The resignation letter in Figure 18-5 can be adapted to fit many situa-
tions. Ending your resignation letter on a positive note will leave a favorable
image of you in your personnel file.

Chapter 18
 Figure 18-5
A resignation letter should be
tactful.
December 29, <vEAR>
wy

Mr, Ivan Ludwig

Southern Telecommunications Corporation
2403 Sunset Blvd.
Arlington, TX 76015-3148

Dear Mr. Ludwig

As | told you yesterday. I have accepted a position with Baldwin Communications,

Inc. I plan to feave Arlington on Jan 27 to begin my new position. Ple: ccept
my resignation from Southern OmmMunNic ons Corpe on fective January 13
For the next two weeks, I will be available to train a replacement.
t

During the three years I have worked at Southern Telecommunications. | have

appreciated the help you hav me and the professional reta
been able to cultivate. Working h you and the staff has been a

Sincerely,

Momae Cain.
Thomas Cain
P.O. Box 37894
Arlington, TX 76011

CHAPTER 18 SUMMARY

During your job search, you will write cover letters for your résumés, follow-
up letters, and thank-you letters, An effective cover letter highlights the par-
ticular aspects of your skills and accomplishments that best satisfy a
prospective employer's needs. Thus, it bridges the gap between your experi-
ence, skills and abilities, and the qualifications of the position.

The objective of the résumé and the coverletter is to persuade a prospec-

tive employer to interview you. The purpose of an interview is to allow the
Copyright © Glencoe/McGraw-Hill

interviewer to assess the applicant's qualifications and skills on the basis of

information beyond that which is presented on his or her résumé. The
interview also allows the applicant to assess the organization and the
desired position.

During your job search, you may experience various types of interviews.
After each interview, evaluate your performance and make plans to
nee

improve any weakness that you identify. Be sure to send thank-you letters
Seep

to the interviewer as well as to others who helped you secure the interview.

When you decide to change jobs, you should prepare a letter of resigna-
tion. Doing so will leave a positive feeling about your resignation, not only
with you, but also with those with whom you worked. A letter of resignation
ep
is necessary even if you resign in person.

Selling Yourself to Employers 519

 APPENDIX A: REFERENCES

— The ability to use the English language competently is an enviable skill in the busi-
ness world. Studying and practicing the rules of grammar will help you to make fewer
errors in your writing—and to recognize and correct your errors before you mail a let-
ter or submit a report.

Parts of Speech
Words classified according to their use in the sentence are called parts of speech. The
; parts of speech are nouns, pronouns, verbs, adjectives, adverbs, prepositions, and
conjunctions.

Nouns
A noun is the name ofa person (Vanessa), place (Baltimore), thing (mountain), idea
(beauty), ability (talking), or quality (courage).

Nouns may be proper (Rodney) or common (book), concrete (tree) or abstract (modern),
or collective (family).

The gender of a noun may be masculine (man), feminine (woman), common (child),
or neuter (piano).

Plurals of Nouns. The number of a noun indicates whether it is singular or plural. To

form plurals of most nouns, follow these rules:
——

J 1. Add s to most singular nouns (order, orders; decision, decisions; price, prices).
—

Add es to a singular noun that ends in s (or an ssound), sh or ch, s, x, or Z

~

(business, businesses; loss, losses; church, churches; tax, taxes).

| rein

3. Change y to and add es for nouns ending in y preceded by a consonant

ee

(company, companies; copy, copies).

Add only s for nouns ending in y preceded by a yowel (Tuesday, Tuesdays;

>
BGeng,

attorney, attorneys).

Add only s for nouns ending in o preceded by a vowel (ratio, ratios; video,
ur

videos; studio, studios; patio, patios).

6. Add es to most nouns ending in o preceded by a consonant (hero, heroes). Some

exceptions are memo, memos; zero, Zeros.

7. Add sto the singular of most nouns that end in f fe, or ff (belief, beliefs; brief, briefs;
proof, proofs; plaintiff, plaintiffs). For certain other nouns, change the final for fe
to vand add es (half, halves; self, selves; wife, wives).

A few plural nouns are formed irregularly (foot. feet; child, children; woman,
2

women). If you are not sure ofa plural form, consult a dictionary.

For a hyphenated or a two-word compound noun, change the chief word of the
sf

— compound for a plural form (account receivable, accounts receivable; brother-

in-law, brothers-in-law; notary public, notaries public). lf the compound is
) made up of a noun and a preposition, change the noun (not the preposition) to
~ the plural (passerby, passersby). If the compound does not contain a noun, form
the plural on the last element of the compound (trade-in, trade-ins).

References 525
 Compounds written as one word usually form the plural at the end (letterhead,
letterheads).

10. Add sto most proper nouns (Buzan, Buzans; Romano, Romanos; Gary, Garys).
But add es to a proper noun ending in s or an s sound (James, Jameses), Plurals
of titles and personal names are formed as follows: the Misses Shelton or the
Miss Sheltons; the Doctors Wilson or the-Doctor Wilsons.

11. Some nouns have the same form in the singular and the plural (Japanese; deer;
corps; politics).

. Certain nouns are always singular (athletics; economics; mathematics; news).

13. Certain nouns are always plural (credentials; pants; goods; proceeds; statistics).

14. Plurals of words from other languages that have been incorporated into the
English language should be looked up in the dictionary (analysis, analyses;
parenthesis, parentheses; criterion, criteria). Some of these words have both a
foreign and an English plural; in fact, the dictionary may show that there is a
difference in the meaning of each plural form.

. Add s to form the plurals of most abbreviations (Dr, Drs.; no., nos.; dept., depts.).
The abbreviations of many units of weight and measure, however, are the same
in both the singular and the plural (oz for both ounce and ounces;ft for both foot
and feet). A few single-letter abbreviations form the plural by doubling the same
letter (p. and pp. for page and pages;f. and ff for following page and following
pages). The plurals of capital letters, abbreviations ending with capital letters,
figures, and symbols are formed by adding s (Ph.D.s, 3s, &s) unless the omission
of the apostrophe would cause misreading (A%, I's, U's). The plurals of words
referred to as words are formed by adding s or es unless the plural form would
be likely to be misread or would be unfamiliar (ands, dos, don'ts, but which’'s and
or’s). Add an apostrophe plus s to form the plural of uncapitalized letters and
uncapitalized abbreviations with internal periods (7, c.o.d.’s).

Possessives of Nouns

1. Add an apostrophe and s to form the possessive of most singular nouns

(woman's coat; manager's office; assistant’s desk; Charles's vacation).

. For singular nouns that end in s if adding the apostrophe and s makes the word
hard to pronounce, add only the apostrophe (Ms. Jennings’ idea; Achilles’ heel).

. Add only an apostrophe to regularly formed plurals (employees’ vacations;

ladies’ suits; presidents’ portraits).

. Add an apostrophe and s to irregularly formed plurals (men’s shirts;

children’s toys).

Add the apostrophe and s to the final member ofa compound noun (her
mother-in-law’s car; the editor in chief's responsibilities; the secretary-treasurer’s
report). It is usually preferable to rewrite a sentence to avoid the plural posses-
sive of a compound noun (the decision of all the editors in chiefis better than
all the editors in chief's decision).

To indicate joint ownership of two or more nouns, form the possessive on the
>

final noun (MacLaren and MacLaren’s clients). But if separate ownership is

meant, make each noun possessive (the secretary's and the treasurer's reports).

526 References
 7. To indicate the possessive ofa singular abbreviation, add an apostrophe and s
(the Harris Co.'s offer; Mr. Hugh Miller, Sr’s resignation); of a plural abbreviation,
add only an apostrophe (the M.D.s’ diagnoses).
®
L — 8. Restrict the use of the possessive to persons and animals. Do not use the pos-
sessive form to refer to inanimate things; use an of phrase (the format of the let-
ter; the provisions of the will), Some exceptions are expressions of time and
measure (today’s market; two weeks’ vacation; ten dollars’ worth of supplies) and
personification (the company’s assets).

Pronouns
A pronoun is used in place ofa noun to avoid repetition.

The chairperson has studied the recommendations and agrees with them.

1. A pronoun must agree with its antecedent (the word for which it stands) in
number, person, and gender.
One of the men left his keys on the desk.

2. Demonstrative pronouns (this, that, these, those) should plainly refer to a specific
antecedent. Do not use this or that to refer to the thought of an entire sentence.

VAGUE: Four people in our word processing department were absent

yesterday. This accounts for the backlog today.
CLEAR: Four people in our word processing department were absent
yesterday. Their absences account for the backlog today.

3. Relative pronouns (who, whom) do not agree in case with their antecedents.
4 Their grammatical function in the sentence determines their case. A relative
we 9 pronoun usually introduces a clause. To determine the correct case of the pro-
noun, rearrange the clause in the order of subject, verb, and object. Disregard
any parenthetical clauses.
She is the one whom | believe the committee will choose.
(Disregard the parenthetical clause / believe, and the normal order of the clause
is the committee will choose whom. The subject is committee, the verb is will
choose, and the object is whom.

4, Compound personal pronouns (yourself, myself, and so on) have two uses. They
may be used for emphasis. They may reflect the action of the verb back upon
the subject but are never the subject themselves. A compound personal pro-
noun should not be used in place of a personal pronoun.
He told me that himself. (Emphasis)
She gave herself time to get to the airport. (Reflexive)

Verbs
A verb states a condition, implies or shows action, or helps another verb. A sentence
must contain a verb to be complete. When the complete verb is a group of words, it
is called a verb phrase. A verb phrase has one principal verb and one auxiliary (help-
ing) verb (the auxiliary may include more than one word). The common auxiliary
verbs are forms of the verbs to be and to have.
Marcie works. Marcie has been working. (Auxiliary: has been)
—

; _—— ng. Ee a= ai ane : ;

References 527

a
 Verb Tenses. The tense of a verb tells when the action of the verb takes place.

They want. (Present)

They wanted. (Past)
They will want. (Future)
They have wanted. (Present perfect)
They had wanted. (Past perfect)
They will have wanted. (Future perfect)

Agreement of Verb With Subject. A verb should agree with its subject in person
and number.

Three sales representatives complete their new-product training today.

1. Singular subjects connected by either... or, neither... nor require singular verbs.
Either a refund or a credit memorandum is acceptable.

2 When either... or, neither... nor connects subjects differing in number, the
verb should agree with that part of the subject that is nearer to the verb.
Neither the retailers nor the wholesaler jis liable.
Neither the wholesaler nor the retailers are liable.

. When such expressions as fogether with, as well as, including separate the sub-
ject and the verb, the verb agrees in number with the real subject.
The catalog, together with the special sales brochures, is ready.

When the subject is a collective noun that names a group or unit acting as a
=

whole, use a singular verb.

The organization is liberal in its promotion policies.

But when the members of the group or unit are considered to be acting sepa-
rately, use a plural verb.
The jury were still deliberating.

. When a singular noun is used as the subject to indicate quantity (some, all,
none, part) or when a fraction is the subject, use a singular verb when a singular
sense is meant and a plural verb when a plural sense is meant. Whether the
plural or the singular sense is meant is usually indicated by the object of the
prepositional phrase used with the subject.
None of the catalogs were shipped today.
All of the event was televised.

6. When the subject is @ number, the verb must be plural. When the subject is the
number, the verb must be singular.
A number of students are being honored.
The number of complaints is not surprising.

When the name of a business firm includes and Associates or and Company,
use a singular verb.
Boyle, Rickman and Associates is opening new offices.

. When the subject is a group of words, such as a slogan, a title, or a quotation,

use a singular verb.
Sell the sizzle not the steak is a well-known saying in the restaurant industry.

528 References
 Verbal Nouns. Participles ending in ing are often used as nouns and are called
gerunds. A pronoun modifying a gerund should be in the possessive form.

| shall appreciate your sending the check promptly.

Ly

Adjectives
An adjective describes or limits a noun or a pronoun. An adjective construction may
be a single word, two or more unrelated words, a compound, a phrase, or a clause. It
may either precede or follow the noun or pronoun.
Five new portable dictating machines are needed.
An adjective may be modified only by an adverb, not by another adjective.
Jonathan is extremely (adverb) agile (adjective).

Comparison of Adjectives. To express different degrees or qualities, descriptive

adjectives may be compared in three forms: positive, comparative (two things com-
pared), and superlative (three or more things compared).

| Shep‘s grades are high. (Positive)

| Shep’s grades are higher than mine. (Comparative)

|
Shep’s grades are the highest in the class. (Superlative)
To form the comparative and superlative degrees, follow these rules.

| 1. To form the comparative of most adjectives, add er to the positive: fall, taller.
To form the superlative, add esr to the positive: tall, tallest.

2. For irregular adjectives, change the form of the word completely

(good, better, best).

3. For adjectives of two syllables, the comparative is formed by adding er or the

words more or less to the positive, and the superlative is formed by adding est
or the words most or least to the positive: likely, likelier, likeliest: or likely, less
likely (or more likely), least likely (or most likely). Adjectives of three or more
syllables are always compared by adding more or most, less or least (more effi-
cient, most efficient).

4, Some adjectives state qualities that cannot be compared (complete, correct, level,
round, perfect, unique). However, these words may be modified by more nearly
(or less nearly) and similar adverbs to suggest an approach to the absolute.

. The word other must be used in comparing a person or a thing with other
uo

members of the group to which it belongs.

Our new model is selling better than any other we have developed.

Compound Adjectives. A compound adjective is made up of two or more words

used together as a single thought to modify a noun. A compound adjective should be
hyphenated when it precedes the noun if the compound:

1. Is a two-word one-thought modifier (long-range goals).

EXCEPTION: Very commonly used compounds are not hyphenated:
high school teachers; real estate agent.

2. Is a phrase of three or more words (up-to-date report).

3. Is anumber combined with a noun (fourteen-day period).

ve

References §29
 4. Has coequal modifiers (labor-management relations).

5, Includes irregularly formed comparatives and superlatives (better-selling items;

worst-looking letter).

6. Combines well with a participle (well-educated executive).

A compound adjective that follows the noun should also be hyphenated when it:
1. Isa well compound that retains its one-thought meaning (well-read, weil-to-
do; BuT NoT: well known, well managed).

2. Is made up of an adjective or a noun followed by a noun to which ed has been

added (high-priced, left-handed).

3. Is a noun or an adjective followed by a participle (time-consuming, factory-

installed, strange-looking, ill-advised).

4. Is formed by joining a noun with an adjective (fire-resistant, tax-exempt).

Consult the dictionary for compounds composed of common prefixes and suffixes
(audiovisual, postscript, preaddressed, interoffice, mid-July, business-like).

Do not hyphenate a foreign phrase used as a compound modifier (per capita con-
sumption, ad hoc ruling, ex officio member).

Do not hyphenate a two-word proper noun used as an adjective (Latin American

conference, Western Union telegram, Supreme Court decision).

Consult a reference manual for compound adjectives that are commonly used with-
out hyphens (real estate, income tax, social security, life insurance, word processing.)

Adverbs
An adverb explains, describes, or limits a verb, an adjective, or another adverb.

Does this machine work efficiently? (Modifies verb)

It is very efficient. (Modifies adjective)
We drove quite carefully on the ice. (Modifies adverb)

1. Place an adverb as close as possible to the word it modifies. Its position may
alter the meaning of the sentence.
He met her only today.
He met only her today.
Only he met her today.

2. Verbs of the senses (Jook, taste, feel, smell, and so on) and linking verbs (forms
of be, become, seem, and appear) are usually followed by an adjective that
describes the subject.
The meat smells bad. (Adjective, modifies meat)
He looked happy. (Adjective, modifies He)
| feel bad. (Adjective, modifies /)

But to describe the action of the verb, use an adverb.

She looked happily at him. (Adverb, modifies looked)
He felt carefully for his key. (Adverb, modifies felt)

530 References
 3. Adverbs that are negative in meaning should not be used with negatives.
Anne scarcely had time to finish the report.
p & NOT: Anne hadn’t scarcely time to finish the report.
_
Prepositions
A preposition is a word used to connect a noun or a pronoun with some other word
in the sentence.

Jorge asked about the current financial condition of the store.

1. The noun or pronoun following a preposition is called the object of the prepo-
sition. A preposition and its object, called a prepositional phrase, may be used
as a noun, an adjective, or an adverb. The object of a proposition must be in
the objective case.
Trisha sat between him and me.

2. Do not use superfluous prepositions.

Where has he gone?
NOT: Where has he gone to?

3. Do not omit necessary prepositions.

Alex is interested in and excited about the trip.
NOT: Alex is interested and excited about the trip.

4, Certain words are always followed by certain prepositions.

Noah is angry about the mix-up. (Angry about or at something.)
D y Noah is angry with me. (Angry with a person.)
If you are unsure, look up the word in a dictionary or a reference manual.

5. Ending a sentence with a preposition is acceptable for emphasis. Short ques-

tions often end with prepositions.
These are the questions | want answers to.
Which files are you finished with?

Conjunctions
A conjunction is a word that connects words, phrases, or clauses.

1. Aconjunction may be coordinate or subordinate. A coordinate conjunction

connects words, phrases, or clauses of equal grammatical construction. A
subordinate conjunction connects dependent words, phrases, or clauses to the
main, or independent, clause.
Ten applications have been received, and more are still coming in.
(Coordinate)
We have not received the desk, although we ordered it six weeks ago.
(Subordinate)

2. Correlative conjunctions are a type of coordinating conjunctions used in pairs

to connect two or more words, phrases, or clauses. They should immediately
precede the words, phrases, or clauses that they connect, which should be par-
& allel in form.

a”

References §31

|
 You may order either now or when our sales representative calls.
NOT: You may either order now or when our sales representative calls.
(Note that now and when are in parallel form; both are adverbs.)

3. Do not use prepositions such as without, except, and like to introduce a

subordinate clause.
The package looks as though it has been tampered with.
NOT: The package looks /ike it has been tampered with.

SENTENCES AND PARAGRAPHS

A successful letter is made up of strong, well-constructed sentences and paragraphs.

Kinds of Sentences
Asentence must contain a subject and a verb (predicate) and must express a complete
thought.

1. Asimple sentence contains a subject and a predicate—one independent clause.

2. A compound sentence contains two or more independent clauses.

3. A complex sentence contains one independent clause and at least one depen-
dent clause in either the subject or the predicate.

4, A compound-complex sentence contains two or more independent clauses

and one or more dependent clauses.

Sentence Fragments
A group of words that does not express a complete thought is not a sentence.
Occasionally such an incomplete thought may stand alone for emphasis.
Experienced writers sometimes use this device—but sparingly. In business corre-
spondence, this technique is generally limited to sales writing.

South Padre Island. The place to spend your vacation this summer.
Please check these figures carefully and return them to me as soon as you
have finished.
NOT: Please check these figures carefully.
Returning them to me as soon as you have finished.

532 References
 Run-On Sentences
A sentence containing two or more complete thoughts loosely strung together with-
_ & out proper punctuation is called a run-on sentence. The remedy for this sentence error
a is either to place each complete thought in a separate sentence or to retain the several
thoughts in a single sentence by the use of proper subordination and punctuation.

RUN-ON: The meeting had to be canceled and the chairperson asked

me to notify each of you and she regrets any inconvenience
this cancellation may have caused you.
BETTER: The chairperson asked me to notify you that the meeting had
to be canceled. She regrets any inconvenience this cancella-
tion may have caused you.

Sentence Length
The length of the sentences in any written message is an important factor in catch-
ing and holding the reader's interest. Avoid monotony by varying sentence length.
However, very long sentences are suitable for business letters only if they are used
sparingly and if they are carefully constructed.

Avoid too many short words, too many short sentences, too many long words, too
many long sentences. Avoid also too many similar sounds or too many sentences of
similar construction.

Constructing Paragraphs
e€ ‘ A paragraph is made up of one or more sentences that together make a single point
or relate to one aspect of a central theme.

Topic Sentence
A paragraph should usually contain a topic sentence that summarizes the main idea of
the paragraph. The topic sentence is usually at the beginning of the paragraph, but it
may be at the end or in the body of the paragraph. In business letters made up of short
paragraphs, the topic sentence may be only implied.

Transition
One paragraph should lead naturally into the next, to guide the reader from one cen-
tral thought or point to the next. To achieve this continuity use transitional words or
phrases, such as however, therefore, for example, in addition, as a result.

Paragraph Length
A paragraph may be of any length as long as it treats only one point or one aspect of
the central thought. Business communications, particularly sales and advertising let-
ters, tend to have fairly short paragraphs so as to keep the reader's interest. Technical
communications often contain longer paragraphs.

References 533
 PUNCTUATION

Period
The period is used at the end of a declarative sentence (one that makes a statement)
and at the end of an imperative sentence (one that gives a command).

Half a million people are employed by this organization. (Declarative)

Take these books to the library. (Imperative)

Question Mark
The question mark is used at the end of an interrogative sentence (one that asks a ques-
tion). Even if the question is part of a declarative statement, the question mark is used.
Even though a question does not form a complete thought, it may be set off if it logically
follows the preceding sentence.

How should we introduce our new product? On a television show? At a

press conference?
Do not use a question mark at the end of a courteous request; use a period.
Will you please send us your latest price list.

Exclamation Point
The exclamation point is used at the end of an exclamatory sentence to indicate
strong feeling, surprise, or enthusiasm. An exclamatory sentence is seldom appropri-
ate in business messages except in sales and advertising letters.

Comma
A comma indicates a short break in thought within a sentence. Used properly, a
comma ensures clarity by conveying the writer's exact meaning. Commas are not,
however, to be used in a sentence simply because a speaker might normally pause.
Rather, commas are to be used according to well-established rules. For a fuller dis-
cussion of comma usage, consult a current reference manual.

1. Separate the principal clauses of a compound sentence by a comma before the

coordinate conjunction (and, but, or).
A new computer will be installed, and a computer programmer will be hired.

2. Set off nonrestrictive elements by commas. A nonrestrictive element is not

essential to complete the meaning of the sentence.
The annual report, which is published in April, shows our financial condi-
tion. (Nonrestrictive)

3. Do not use commas to set offa restrictive element, that is, one which limits the
meaning of the sentence.
The bank cannot honor checks that are improperly signed. (Restrictive)

References
 4. Use acomma after an introductory participial phrase. (Avoid overuse of this
construction in letters.)
Having committed ourselves to this plan, we are not backing down now.
*

Use a comma after an introductory inverted phrase or clause.

9

Because it was improperly signed, the check was not honored by. the bank.

6. Parenthetical (or interrupting) words, phrases, and clauses should be set off by
commas.
We, like all unions, must protect the interests of our members. (interrupting
phrase)
We cannot, as you will agree, make such an exception. (Interrupting clause)

7. Transitional words, phrases, and clauses should be set off by commas.

We must, therefore, change our plans.

Therefore, we must change our plans.

8. Set off appositives by commas. An appositive has the same meaning as the
word or phrase it follows.
Heather Frazee, the new manager, telephoned today.

9. A comma is used to set offa direct quotation from the rest of the
sentence.
The speaker said, “! agree with your recommendation.”

10. Items in a series should be separated by commas. If each member of a series is

connected by and or or, no comma is needed. If a comma is used within any
Z item ofa series, a semicolon separates the items.
The chairs, desks, and tables were all refinished.

Attending last week's conference in Williamsburg were David Rice, mar-

keting director; Vicki Fuentos, advertising manager; and John Holmes,
sales promotion manager.

Dash
A dash is used to indicate a stronger break in thought than is shown by a comma. The
word or phrase enclosed in dashes is grammatically separate from the sentence and
not necessary to the meaning.

1. A parenthetical expression or an appositive that already contains a comma may

be set off by dashes.
All large appliances—microwave ovens, ranges, refrigerators, washers,
dryers—will be drastically reduced this weekend.

2. When an introductory word is only implied, a dash is used to set offa following
word or phrase,
New inventions are patented every month—hundreds of them.
So

References 535
 Semicolon
The semicolon indicates a stronger break in thought than the comma.

1. Separate the principal clauses of a compound sentence by a semicolon when je

no connective is used.
Meeting notices were sent yesterday; today the agenda was prepared.

2. When the principal clauses of a compound sentence are connected by a con-

junctive adverb (such as consequenily, therefore, however), use a semicolon.
Budget requests were received late; therefore, the preparation of the final
budget was delayed.

3. When either of the principal clauses in a compound sentence contains one or

more commas, use a semicolon to separate the clauses if using a comma before
the conjunction would cause the sentence to be misread.
We ordered letterhead stationery, carbon packs, envelopes, and file
guides; but plain paper, carbon paper, and file folders were sent to us
instead. (The semicolon is necessary to prevent misreading.)

4. When for example, that is, namely, or a similar transitional expression links two
independent clauses or introduces words, phrases, or clauses that are added
almost as afterthoughts, use a semicolon before the expression and a comma
after it.
Amy K. Shelby is a leader in many professional organizations; for example,
she is a member of the board of directors of the Medical Assistants
Association and program chairperson of the Business and Professional
Women’s Club. o

Colon
A colon is the strongest mark of punctuation within the sentence.

1. Acolon introduces an explanation or an amplification following an indepen-

dent clause.
The organization has one objective: to satisfy its customers.

2. A formal listing or an enumeration is introduced by a colon.

David's qualifications are these: honesty, dependability, and sincerity.

3. If the list or enumeration grammatically completes the sentence, omit the

colon.
David's qualifications are honesty, dependability, and sincerity.

4. A colon introduces a quotation of more than one sentence.

Dr. Truemper said: “The fate of Velasco’s chemical discharges will be
determined by the judge. There are, however, two possible alternatives to
the procedure now used.”

536 References
 5. A colon follows the salutation in a business letter unless open punctuation is
being used.

» <. 6. A colon separates hours and minutes (11:15 a.m.).

—
7. Acolon separates the main title of a work from the subtitle (Africa: Continent in
Turmoil).

8. At the end ofa letter, a colon may separate the dictator's initials from the tran-
scriber’s (HWY:me).

Parentheses
Within a sentence, parentheses set off explanatory words, phrases, and clauses that
are not essential to the meaning of the sentence. No punctuation is used preceding an
opening parenthesis, but the appropriate punctuation follows the closing parenthe-
sis. If the material enclosed in parentheses requires a question mark or an exclama-
tion point, that punctuation should precede the closing parenthesis.

Sales have increased (about 20 percent) despite the weather.

He expected to stop overnight in Chicago (or was it Detroit?).

Brackets
Brackets are seldom used in business letters but are sometimes required in formal
reports (1) to enclose material in a quotation that was not in the original; (2) to
enclose sic, which indicates that an error in quoted material was in the original; (3) to
enclose material within a parenthesized statement.

Quotation Marks
Quotation marks are used to set off direct quotations. A quotation within a quotation
is set off by single quotation marks.

Apostrophe
The apostrophe is used to form the possessive of nouns. The apostrophe also has the
following uses:

1. To indicate a missing letter or missing letters in a contraction (can’t, wouldn't).

2. To form the plural of letters, figures, and symbols, if the omission of the apos-
trophe would cause misreading.

3. To indicate the omission of the first part of a date (class of '86).

4. Asa single quotation mark.

ee
ee

>

References 53 7

ES
 ROYALS BASEBALL

February 25, <YEAR> The Quake

Mr. Larry Irons

Hutton, Irons & Hesser
Attorneys at Law Mrs. Heather Michaels
102 Ray Court Berbaum Corporation
Hillsboro, TX 76645 43 Brickyard Road
Fredricksburg, VA 22401
Dear Mr. Irons
Dear Mrs. Michaels:
Subject: Block Letter Style
The modified-block style is the most frequently used letter style in business today.
All lines begin at the left margin with a block-style letter, as shown here. This style has a
neat, streamlined appearance and looks very modem, The primary appeal is that it is The format of this letter style has the date line, complimentary closing, company name,
faster to keyboard than the modified-block style and writer’s signature and title beginning " ter, All other lines begin at
the left margin (unless you wish to indent the paragraphs). closed is a sample letter
This letter also illustrates the open style of punctuation, which means that punctuation is showing indented paragraphs.
omitted after the sal and ip y closing. Standard p ion, however,
may be used if you prefer. The modified-block style usually uses standard (formerly called mixed) punctuation,
This means that a colon is typed after the
When a subject line is used, it may be keyed as shown in this letter. The word Subject strated in this letter, ‘The
may be omitted, or the entire line may be typed in capital letters. Since the subject line is ig, the items that are d
considered part of the body, it should be typed a doublerspace above the body and a
double space below the salutation, In a block-style letter, the subject line begins at the Please return the enclosed reply card if you would like to receive one of our Tra
left margin. Department's booklets on letter formats

The “c” notation below shows an acceptable style for indicating that copies of this letter Sincerely yours,
are being sent to two persons.
QUAKER OATS COMPANY
Sincerely
dy; Mes EJrwey
Ms hw Dennis R, Lowery
Mary L. hes
Public Relations Director DRL/ism
Enclosures
Tk 3/hi&r25 1. Letter
c Ralph Swanson 2. Reply Card
Jim Barnett

P.O. ROX 489969, Kamsns City, Missourl GELE1-6969 © B16-921-HODO © hitpelese deres
Sores SMPIONS © pene smeemicas Les ASEPHONS © EY TREeTT Ow 4 AMERICAN LEAOO® SESTERS OrvEste

The block letter style illustrated here looks streamlined and modern. (Courtesy The modified-block-style letter discussed here is the most frequently used letter
of Kansas City Royals.) style. (Courtesy of the Quaker Oats Company.)

References
 ILLIANA MEDICAL EQUIPMENT & SUPPLY
912 N. VERMILI

References
27, <YRAR> February 25, <YEAR>

Steve G
General

df

PHONE: 217-442-0654 OR 800-252-6008

PUM kee
e Laer eae Pret erl eis testa ees

The block letter style is illustrated in this example with an enclosure notation. This letter is illustrated on stationery that has a wider letterhead address.
(Courtesy of Central States Distribution Service.) (Courtesy of Illiana Medical Equipment and Supply, Inc.)

539
 APPENDIX B: DICTATION TECHNIQUES

Some businesspeople use handheld, portable dictation equipment to record their

ideas. By pushing a button, businesspeople can activate marker tones and have quick
access to their notes. Some companies encourage their businesspeople to use call-in
dictation centers. The dictation can then be transcribed and processed, faxed for
review to the person who dictated it, signed, and sent anywhere in the world quickly.

Preparing to Dictate
To dictate a concise, unified message requires a good deal of practice and a working
knowledge of the principles of effective communication. The following guidelines
will help you prepare to dictate your message:

1. Know how to compose good business messages—follow the seven Cs of effec-

tive written communication.

Plan your dictation time. Select a quiet location and avoid interruptions to be
©

more productive.

3. Gather all the information and resources you will need for your communica-
tion, including any correspondence you are answering (underline the points
you will cover) and any enclosures. If you are writing a reply, reread the com-
munication you are answering.

| 4. Clearly define the purpose of the communication to be dictated. Determine

| precisely the reaction you want from the reader, and keep that desired reaction
uppermost in your mind.

5. Visualize your reader. A communication is always more effective if written with

its specific audience in mind.

6. Prepare an outline, decide on the approach, and determine the order in which
your facts and ideas should be presented.

. Plan to dictate a rough draft if you are inexperienced at dictating or if the com-
~

munication is an especially long or difficult one. If a key phrase or the right way
of saying something pops into mind as you plan your dictation, jot it down
right then,

8. Before you begin dictating, make certain you know how your recorder operates.
Practice speaking into the machine to test the clarity and volume of your voice.
In most instances, it is advisable to keep the microphone 2 to 3 inches from
your mouth.

Dictating the Message

Before you begin to dictate, you should anticipate what information the transcrip-
tionist will need to produce each document quickly and efficiently. Follow these
guidelines when dictating the message:

1. Start your dictation by giving your name, department, and date of recording.

2. Follow with:

a. The type of document you are dictating—a letter, memo, report, other.

540 Dictation Techniques

 b. Any specific letterhead, form, or paper to be used.

} c. Letter style and punctuation style, if you have a preference.

q } » d. Your desire for a final copy or rough draft.

e. The file name to which you want the document stored, if any.

f. The priority assigned for the transcribed dictation—rush items, 24 hours.

3. Dictate the complete inside address and salutation—spell the names of people
and places.

} 4. Dictate complete phrases or thoughts, and pause at natural points.

, 5. Indicate special punctuation marks, paragraph breaks, and the placement of

) tabulations and lists.

6. Spell proper names, technical terms, and similar-sounding words.

r Say the word first and then spell it.
‘

i 7. Give corrections clearly and as soon as you are aware of the error.
|

} 8. Dictate the closing for a letter, including the complimentary closing and
enclosure.

Dictating is a skill that can be developed by applying these guidelines. Developing

these skills will enable you and the transcriptionist to produce documents in a most
efficient manner. Use the “Dictation Checklist I” below as you prepare to dictate.
a

Then use “Dictation Checklist II” to evaluate your procedures and techniques. The
ability to dictate correspondence effectively will become increasingly important as
Sih

¢ voice-activated computers become more common.

}
| Evaluate Your Readiness for Dictation by Reviewing
the Following Items to Prepare to Dictate:

| * Have | identified the appropriate document

} (letter, memo, report) style and punctuation style?

* Did | use a positive tone?

il
| * Did | use the correct approach to writing?

¢ Did | plan my dictation time well?

* Did | gather all the information needed before dictating?

* Did | clearly define the purpose of the communication?

* Did | visualize the reader?

* Did | prepare an outline?

? ~ * Do | know how the recorder operates?

;

Dictation Techniques 541

irr
Se naa
EL MER EL LS Decision Making

Making decisions is an essential part of running a business. Of course, every-

one makes decisions every day, but business decisions often have a lot at
stake. Employees’ jobs, customers’ satisfaction, and the company’s growth
may be affected by a decision. Experienced decision makers do not form
decisions based on instinct or emotion. They have the patience and foresight
to work through the process of making a solid decision.
¢ Identify goals. By setting a goal, decision makers must consider how
every decision they make will help reach that goal. For example, a com-
pany’s goal may be to cut costs. What decisions need to be made in
order to reach that goal?
Get the facts. Before making a final decision, decision makers need hard
data—facts, figures, and statistics—and input from knowledgeable peo-
ple in order to guide them. An informed decision is usually a good one.
Evaluate risk. Every decision involves risk. That is what makes decision
making so difficult. Decision makers have to figure out what is at
stake—who will benefit and who may be hurt—by the decision. They
must ask, “Is reaching my goal worth the risk?” For example, a decision
to cut jobs may save a company money in the short term, but will it cost
goodwill in the community in the long term? Is that outcome compati-
ble with the goal?
Make the decision and stand by it. Decision makers should take respon-
sibility for their decisions. Of course, even experienced decision makers
make mistakes, and they take responsibility for those, too. They know
that even good decisions may have unexpected consequences, and they
should acknowledge when a decision is wrong. Experienced decision
makers learn something every time they prepare a decision.

ng Situation: The advertising firm

: inki
Th — you work for has sent a major
Critically project to the printer. While
: your supervisor is away ona
business trip, the printer calls
about a serious problem with the project. The printer needs a
decision before the end of the day, or the project will be delayed
many months.

Ask Yourself: What steps would you take to make a decision?