Business Communication Ch. 5-8 – Flashcards
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Examples of electronic messages
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Wikis, Emails, Blogs
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Letter
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Persuasive, well-considered, professional
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Memos are often
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Used to convey confidential information and deliver lengthy documents
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You need to send the quarterly sales report to coworkers in your department.
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Memo
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This section may include dates, deadlines, or a summary
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Closing with a purpose
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Composing a business letter involves time and effort. Which question should you ask yourself before you decide to write a letter?
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Would email be a better option for this message?
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The closing of an information or action request letter should
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request an action with an end date
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Your coworker asks for advice on how to communicate a strict deadline in a request letter. What advice would you give?
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Set an end date to take action and explain why.
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The quality of information obtained from a request letter depends on the clarity of the inquiry. What techniques can you use to make your request clear?
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Set an end date when appropriate. Frame your request logically. Organize your ideas. Itemize information to improve readability.
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Effective direct reply letters
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supply explanations and additional information
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Which strategy will make your direct reply most useful for the recipient?
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Arrange your information logically.
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What strategies should a direct reply message use?
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Use graphic devices to make the message more readable. Identify previous correspondence and the subject in the subject line. Place the most important information first.
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The persuasive techniques used for print messages also work with electronic messages; there are, however, a few key differences. Identity the guidelines for creating effective sales messages.
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Make the message short, conversational, and focused. Convey urgency. Provide a means for posting out. Keep the main information "above the fold"
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Blogs are useful for both external public relations and
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internal communication
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What is one of the advantages wikis provide?
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Wikis can help facilitate collaboration internally and between companies
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Memos should be used
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for important internal messages that required a permanent record and formality
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Subject line
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Summarize the main idea in condensed form
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Opening
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Reveal the main idea immediately but it expanded form
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Body
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Explain and justify the main idea using headings, bulleted lists, and other high-skim techniques when appropriate is designed for easy comprehension and explains the message in one topic
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Closing
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Include (a) action information, dates, or deadlines; (b) a summary of the message, or (c) a closing thought
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Companies use blogs for
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public relations, customer relations, crisis communication, market research, viral marketing, internal communication, and recruiting.
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Emails and Memos
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inform employees, request data, give responses, confirm decisions, and provide directions. To deliver a long or formal document, send a cover email with an attachment
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Direct emails and memos
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open by revealing the main idea immediately
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Closing
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Messages should close with (a) action information including dates and deadlines, (b) a summary, or (c.) a closing thought.
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Business letters
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are important for messages requiring a permanent record, confidentiality, formality, sensitivity, and a well-considered presentation
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Goodwill Messages
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Selfless Specific Sincere Spontaneous Short
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Establishing goals in communicating negative news
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Explaining clearly and completely Projecting a professional image Conveying empathy and sensitivity Being fair Maintaining friendly relations
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When to use the direct strategy
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When the bad news is not damaging When the receiver may overlook the bad news When the organization or receiver prefers directness When firmness is necessary
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When o use the indirect strategy
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When the bad news is personally upsetting When the bad news will provoke hostile reaction When the bad news threatens the customer relationship When the bad news is unexpected
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Four-part indirectness strategy for bad news
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-Buffer -Reasons -Bad news -Closing
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Buffer
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Start with a neutral statement on which both the reader and writer can agree
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Reasons
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Present valid reasons for the refusal, avoiding words that create a negative tone
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Bad news
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Soften the blow by de-emphansizing the bad news, using the passive voice, accentuating the positive, or implying a refusal. Suggest a compromise alternative, or substitute, if possible. The alternative may be part of the bad-news section or part of the closing.
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Closing for refusal typical requests and claims
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Renew good feelings with a positive statement. Avoid referring to the bad news. Include resale or sales promotion material, if appropriate. Look forward to continued business.
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Dealing with disappointed customers
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-Call the individual involved -Describe the problem and apologize -Explain why the problem occurred, what your company is doing to resolve it and how it will ensure that the problem will not happen again -Follow up with a message that documents the phone call and promotes goodwill
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ADIA
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Attention Interest Desire Action
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Desire
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- Testimonials -Names of satisfied users -Money-back guarantee or warranty -Free trail or sample -Performance tests, polls, or awards
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Actions
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-Offer a gift -Promise an incentive -Limit the offer -Set a deadline -Guarantee satisfaction
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The final paragraph
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carries the punch line
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P.S.
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use a postscript to reveal your strongest motivator
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Selling by email
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-Craft a catchy subject line -Keep the main information "above the fold" -Make the message short, conversational and focused -Convey urgency -Sprinkle testimonials throughout the copy -Provide a means for opting out
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RRS (Really Simple Syndication)
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-Keep customers and business partners up-to-date -help users to keep up with their favorite web magazines, websites and blogs
