J06120020120144023Pertemuan 4-5 (Modul 9-13)

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Module 9Module 9

Formats for Letters, Memos, and E-Mail

Messages

Formats for Letters, Memos, and E-Mail

Messages

McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Formats for Letters and Memos

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Formats for Letters and MemosFormats for Letters and MemosFormats for Letters and MemosFormats for Letters and Memos

To learn how toTo learn how to Choose and use standard formats.Choose and use standard formats. Use nonsexist courtesy titles.Use nonsexist courtesy titles. Create a professional image.Create a professional image.

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Formats for Letters and MemosFormats for Letters and MemosFormats for Letters and MemosFormats for Letters and Memos

Start by answering these questions:Start by answering these questions: What are the standard formats for What are the standard formats for

letters?letters? What courtesy titles should I use?What courtesy titles should I use? How should I set up memos?How should I set up memos? How should I set up e-mail How should I set up e-mail

messages?messages?

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Standard Components for Standard Components for LettersLetters

Standard Components for Standard Components for LettersLetters

Block vs. Modified BlockBlock vs. Modified Block

SalutationSalutation

Complimentary CloseComplimentary Close

Mixed vs. Open PunctuationMixed vs. Open Punctuation

Subject Line vs. Reference LineSubject Line vs. Reference Line

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Courtesy TitlesCourtesy TitlesCourtesy TitlesCourtesy Titles

Use Use Ms.Ms. or or Mr.Mr. unless the reader unless the reader has a professional title.has a professional title.

Professional titles include Professional titles include Dr., Rev., Prof.,Dr., Rev., Prof., and and Senator.Senator.

Use a complete name if you don’t Use a complete name if you don’t know gender.know gender.

Robin SandersRobin Sanders instead ofinstead of Mr.Mr. or or Ms. Ms. Sanders.Sanders.

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Courtesy TitlesCourtesy Titles continuedcontinuedCourtesy TitlesCourtesy Titles continuedcontinued

When you don’t know the When you don’t know the reader’s name or gender, usereader’s name or gender, use The reader’s position or job title.The reader’s position or job title.

Dear Dear Human Resources ManagerHuman Resources Manager

The general group to which the reader The general group to which the reader belongs.belongs.

DearDear Concerned CitizenConcerned Citizen

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Courtesy TitlesCourtesy Titles continuedcontinuedCourtesy TitlesCourtesy Titles continuedcontinued

Omit the salutation and use a subject line Omit the salutation and use a subject line instead.instead.

Subject: An investment opportunitySubject: An investment opportunity

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Standard Formats for MemosStandard Formats for MemosStandard Formats for MemosStandard Formats for Memos

Standard memo format mimics Standard memo format mimics block letter format, butblock letter format, but

Use Date/To/ From/Subject block. In Use Date/To/ From/Subject block. In general, initial next to your name.general, initial next to your name.

Requires subject lines.Requires subject lines.

Doesn’t indent paragraphs or use Doesn’t indent paragraphs or use headings for the first paragraph.headings for the first paragraph.

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Standard Formats for E-MailStandard Formats for E-MailStandard Formats for E-MailStandard Formats for E-Mail

Standard formats are Standard formats are evolving.evolving.

The format depends on the The format depends on the e-mail program.e-mail program.

Most programs prompt you Most programs prompt you to supply the address and to supply the address and subject line.subject line.

Most programs allow you to Most programs allow you to send attachments, as well send attachments, as well as computer copies (cc.).as computer copies (cc.).

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Informative and Positive Informative and Positive MessagesMessages


To learn how toTo learn how to Write effective subject lines.Write effective subject lines. Organize informative and positive Organize informative and positive

messages.messages. Continue to develop strong reader Continue to develop strong reader

benefits.benefits.

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To learn how toTo learn how to Write goodwill endings.Write goodwill endings. Write common kinds of informative Write common kinds of informative

and positive messages.and positive messages. Continue to analyze business Continue to analyze business

communication situations.communication situations.

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Start by answering these questions:Start by answering these questions: What’s the best subject line for an What’s the best subject line for an

informative or positive message?informative or positive message? How should I organize informative How should I organize informative

and positive messages?and positive messages? When should I use reader benefits in When should I use reader benefits in

informative and positive messages?informative and positive messages?

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Start by answering these questions:Start by answering these questions: What kinds of informative and What kinds of informative and

positive messages am I likely to positive messages am I likely to write?write?

How can PAIBOC help me write How can PAIBOC help me write informative and positive messages?informative and positive messages?

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Purposes of Informative and Purposes of Informative and Positive MessagesPositive Messages


Primary PurposesPrimary Purposes

To give information To give information or good news.or good news.

To have the reader To have the reader read, understand, read, understand, and view information and view information positively.positively.

To deemphasize To deemphasize negative elements.negative elements.

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Secondary PurposesSecondary Purposes

To build a good image of the writer.To build a good image of the writer.

To build a good image of the writer’s To build a good image of the writer’s organization.organization.

To cement a good relationship To cement a good relationship between the writer and reader.between the writer and reader.

To reduce or eliminate future To reduce or eliminate future correspondence on the same correspondence on the same subject.subject.

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Types of Informative and Types of Informative and Positive MessagesPositive Messages

Types of Informative and Types of Informative and Positive MessagesPositive Messages

TransmittalsTransmittals

ConfirmationsConfirmations

SummariesSummaries

AdjustmentsAdjustments

Thank-You NotesThank-You Notes

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Subject Lines for Informative Subject Lines for Informative and Positive Messagesand Positive Messages

Subject Lines for Informative Subject Lines for Informative and Positive Messagesand Positive Messages

Make subject lines specific.Make subject lines specific. Subject: Interview Questions for Job Subject: Interview Questions for Job

Candidate Toni James.Candidate Toni James.

Make subject lines concise.Make subject lines concise. Subject: Let’s Hire Toni James.Subject: Let’s Hire Toni James.

Make subject lines appropriate for the Make subject lines appropriate for the pattern of organization.pattern of organization. In general, provide the same information In general, provide the same information

that you would in the first paragraph.that you would in the first paragraph.

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Follow this pattern: Give any good news and summarize the main

points. Give details, clarification, background. Present any negative elements—as positively

as possible. Explain any reader benefits. Use a goodwill ending: positive, personal,

and forward-looking.

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Use Reader BenefitsUse Reader BenefitsUse Reader BenefitsUse Reader Benefits

When you’re presenting policies.When you’re presenting policies.

When you want to shape readers’ When you want to shape readers’ attitudes.attitudes.

When stressing benefits presents When stressing benefits presents readers’ motives positively.readers’ motives positively.

When some of the benefits may When some of the benefits may not be obvious to readers.not be obvious to readers.

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PAIBOCPAIBOCPAIBOCPAIBOC

PP What are yourWhat are your purposespurposes in in writing?writing?

AA Who is (are) yourWho is (are) your audiencesaudiences??

II What What informationinformation must your must your message include? message include?

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PAIBOC PAIBOC continuedcontinuedPAIBOC PAIBOC continuedcontinued

BB What reasons or readerWhat reasons or reader benefitsbenefits can you use to support can you use to support your position? your position?

OO WhatWhat objectionsobjections can you can you expect your reader(s) to have? expect your reader(s) to have?

CC How will theHow will the contextcontext affect affect reader response?reader response?

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Negative MessagesNegative MessagesNegative MessagesNegative Messages

To learn how toTo learn how to Give bad news while retaining Give bad news while retaining

goodwill.goodwill. Continue to write effective subject Continue to write effective subject

lines.lines. Organize negative messages.Organize negative messages. Write buffers.Write buffers.

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To learn how toTo learn how to Write common kinds of negative Write common kinds of negative

messages.messages. Continue to analyze business Continue to analyze business


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Start by answering these questions:Start by answering these questions: What’s the best subject line for a What’s the best subject line for a

negative message?negative message? How should I organize negative How should I organize negative

messages?messages? When should I consider using a When should I consider using a

buffer?buffer?

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Start by answering these questions:Start by answering these questions: What are the most common kinds of What are the most common kinds of

negative messages?negative messages? How can PAIBOC help me write How can PAIBOC help me write

negative messages?negative messages?

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Negative Messages IncludeNegative Messages IncludeNegative Messages IncludeNegative Messages Include

Rejections and refusals.Rejections and refusals.

Policy changes that don’t benefit Policy changes that don’t benefit

customers.customers.

Insulting or intrusive requests.Insulting or intrusive requests.

Negative performance appraisals.Negative performance appraisals.

Product recalls.Product recalls.

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PPurposes of Negative Messagesurposes of Negative Messages continuedcontinued

PPurposes of Negative Messagesurposes of Negative Messages continuedcontinued




To reduce or eliminate future To reduce or eliminate future correspondence on the same subject.correspondence on the same subject.

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For Bad News to CustomersFor Bad News to CustomersFor Bad News to CustomersFor Bad News to Customers

Give the reason for the refusal Give the reason for the refusal before the refusal itself when before the refusal itself when readers will understand and readers will understand and accept the reason.accept the reason.

Give the negative just once, Give the negative just once, clearly.clearly.

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For Bad News to Customers For Bad News to Customers continuedcontinued

For Bad News to Customers For Bad News to Customers continuedcontinued

Present an Present an alternative or alternative or compromise, if one compromise, if one is available. is available.

End with a End with a positive, forward-positive, forward-looking statement.looking statement.

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Purposes of Negative MessagesPurposes of Negative MessagesPurposes of Negative MessagesPurposes of Negative Messages

Primary PurposesPrimary Purposes To give the reader bad news.To give the reader bad news.

To have the reader read, To have the reader read, understand, and accept the understand, and accept the message.message.

To maintain as much goodwill as To maintain as much goodwill as possible.possible.

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AlternativesAlternativesAlternativesAlternatives

Offer the reader another way to Offer the reader another way to get what’s wanted.get what’s wanted.

Suggest the writer really cares Suggest the writer really cares about the reader.about the reader.

Enable the reader to reestablish Enable the reader to reestablish psychological freedom.psychological freedom.

Allow you to end on a positive Allow you to end on a positive note.note.

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For Bad News to SuperiorsFor Bad News to SuperiorsFor Bad News to SuperiorsFor Bad News to Superiors

Describe the problem.Describe the problem.

Tell how it happened.Tell how it happened.

Describe the options Describe the options for fixing it.for fixing it.

Recommend a Recommend a solution and ask for solution and ask for action.action.

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For Bad News to SubordinatesFor Bad News to SubordinatesFor Bad News to SubordinatesFor Bad News to Subordinates

Describe the problem.Describe the problem.

If possible, ask for If possible, ask for input or action.input or action.

Present an alternative Present an alternative or compromise, if one or compromise, if one is available.is available.

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Influences on Audience Influences on Audience ReactionReaction

Influences on Audience Influences on Audience ReactionReaction

Do you and the readers have a Do you and the readers have a good relationship?good relationship?

Does the organization treat people Does the organization treat people well?well?

Have readers been warned of Have readers been warned of possible negatives?possible negatives?

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Influences on Audience Influences on Audience Reaction Reaction continuedcontinued

Influences on Audience Influences on Audience Reaction Reaction continuedcontinued

Have readers “bought into” the Have readers “bought into” the criteria for the decision?criteria for the decision?

Do communications after the Do communications after the negative build goodwill?negative build goodwill?

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Types of BuffersTypes of BuffersTypes of BuffersTypes of Buffers

Start with any good news or positive Start with any good news or positive elements the letter contains.elements the letter contains.

State a fact or provide a chronology of State a fact or provide a chronology of events.events.

Refer to enclosures in the letter. Refer to enclosures in the letter. Thank the reader for something he or Thank the reader for something he or

she has done. she has done. State a general principle.State a general principle.

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Three Difficult Negative Three Difficult Negative MessagesMessages

Three Difficult Negative Three Difficult Negative MessagesMessages

Rejections and RefusalsRejections and Refusals

Disciplinary Notices and Negative Disciplinary Notices and Negative Performance AppraisalsPerformance Appraisals

Layoffs and FiringsLayoffs and Firings

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Persuasive MessagesPersuasive MessagesPersuasive MessagesPersuasive Messages

To learn how toTo learn how to Choose and implement a persuasive Choose and implement a persuasive

strategy.strategy. Write effective subject lines for Write effective subject lines for

persuasive messages.persuasive messages. Organize persuasive messages.Organize persuasive messages. Identify and overcome objections.Identify and overcome objections.

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To learn how toTo learn how to Write common kinds of persuasive Write common kinds of persuasive

messages.messages. Continue to analyze business Continue to analyze business


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Start by answering these questions:Start by answering these questions: What is the best persuasive strategy?What is the best persuasive strategy? What is the best subject line for a What is the best subject line for a

persuasive message?persuasive message? How should I organize persuasive How should I organize persuasive

messages?messages? How do I identify and overcome How do I identify and overcome

objections?objections?

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Start by answering these questions:Start by answering these questions: What other techniques can make my What other techniques can make my

messages more persuasive?messages more persuasive? What are the most common kinds of What are the most common kinds of

persuasive messages?persuasive messages? How can PAIBOC help me write How can PAIBOC help me write

persuasive messages?persuasive messages?

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Kinds of Persuasive MessagesKinds of Persuasive MessagesKinds of Persuasive MessagesKinds of Persuasive Messages

Orders and RequestsOrders and Requests

Proposals and RecommendationsProposals and Recommendations

Sales and Fund-Raising LettersSales and Fund-Raising Letters

Job Application LettersJob Application Letters

Reports (if they recommend Reports (if they recommend action)action)

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Primary PurposesPrimary Purposes

To have the reader act.To have the reader act.

To provide enough information so To provide enough information so the reader knows exactly what to do.the reader knows exactly what to do.

To overcome any objections that To overcome any objections that might prevent or delay action.might prevent or delay action.

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Persuasive MessagesPersuasive Messages continuedcontinuedPersuasive MessagesPersuasive Messages continuedcontinued




To cement a good relationship To cement a good relationship between the writer and reader.between the writer and reader.

To reduce or eliminate future To reduce or eliminate future correspondence on the same matter.correspondence on the same matter.

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Direct RequestsDirect RequestsDirect RequestsDirect Requests

Use whenUse when The audience will do as you ask The audience will do as you ask

without resistance.without resistance.

You need a response only from You need a response only from people willing to act.people willing to act.

The audience is busy and may not The audience is busy and may not read all messages.read all messages.

Your organization’s culture prefers Your organization’s culture prefers them.them.

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Direct Requests Direct Requests continuedcontinuedDirect Requests Direct Requests continuedcontinued

Follow this pattern.Follow this pattern. Consider asking immediately for the Consider asking immediately for the

information or service you want.information or service you want.

Give readers all the information and Give readers all the information and details they need to act on the details they need to act on the request.request.

Ask for the action you want.Ask for the action you want.

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Problem-Solving MessagesProblem-Solving MessagesProblem-Solving MessagesProblem-Solving Messages

Use whenUse when

The audience is likely to object.The audience is likely to object. You need action from everyone.You need action from everyone. You trust the audience to read the You trust the audience to read the

entire message.entire message. You expect logic to be more You expect logic to be more

important than emotion in the important than emotion in the decision.decision.

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Problem-Solving Messages Problem-Solving Messages continuedcontinued

Problem-Solving Messages Problem-Solving Messages continuedcontinued

Follow this patternFollow this pattern Describe the problem you both Describe the problem you both

share.share. Give the details of the problem.Give the details of the problem. Explain the solution to the problem.Explain the solution to the problem. Show that any negative elements Show that any negative elements

are outweighed by advantages.are outweighed by advantages. Summarize any additional benefits.Summarize any additional benefits. Ask for the action you want.Ask for the action you want.

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Overcoming ObjectionsOvercoming ObjectionsOvercoming ObjectionsOvercoming Objections

Specify how much time/money is Specify how much time/money is required.required.

Put the time/money in the context Put the time/money in the context of the benefits they bring.of the benefits they bring.

Show that money spent now saves Show that money spent now saves money later.money later.

Show benefits to another group or Show benefits to another group or cause.cause.

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Overcoming Objections Overcoming Objections continuedcontinuedOvercoming Objections Overcoming Objections continuedcontinued

Show that sacrifice is needed for a Show that sacrifice is needed for a higher goal.higher goal.

Show that advantages outweigh Show that advantages outweigh disadvantages.disadvantages.

Turn a disadvantage into an Turn a disadvantage into an opportunity.opportunity.

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E-Mail Messages and Web E-Mail Messages and Web WritingWriting


To learn how toTo learn how to Format e-mail messages.Format e-mail messages. Use e-mail effectively.Use e-mail effectively. Write effective subject lines for e-Write effective subject lines for e-

mail messages.mail messages. Manage time.Manage time. Write for the Web.Write for the Web.

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Start by answering these questions:Start by answering these questions: How should I set up e-mail How should I set up e-mail

messages?messages? What kinds of subject lines should I What kinds of subject lines should I

use for e-mail messages?use for e-mail messages? Should I write e-mail messages the Should I write e-mail messages the

same way I write paper messages?same way I write paper messages?

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Start by answering these questions:Start by answering these questions: What e-mail “netiquette” rules should I What e-mail “netiquette” rules should I

follow?follow? How and when should I send How and when should I send

attachments?attachments? What style should I use when writing What style should I use when writing

for the Web?for the Web?

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Start by answering these questions:Start by answering these questions: Can I use blogging on the job?Can I use blogging on the job? What other technologies use the What other technologies use the

Internet?Internet? What e-mail “netiquette” rules should I What e-mail “netiquette” rules should I

follow?follow? Should I worry about viruses?Should I worry about viruses?

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When Writing E-Mail, RememberWhen Writing E-Mail, RememberWhen Writing E-Mail, RememberWhen Writing E-Mail, Remember

All principles of good business All principles of good business writing still apply with e-mail.writing still apply with e-mail.

While e-mail feels like talking, pay While e-mail feels like talking, pay attention to spelling and grammar.attention to spelling and grammar.

You should proofread messages.You should proofread messages.

E-mail should interest the readers E-mail should interest the readers in the subject line and first in the subject line and first paragraph.paragraph.

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E-Mail Subject LinesE-Mail Subject LinesE-Mail Subject LinesE-Mail Subject Lines

Are specific, concise, and catchy.Are specific, concise, and catchy. Give good news in positive Give good news in positive

messages.messages. Give negative news when it’s Give negative news when it’s

serious, the reader needs the serious, the reader needs the information to act, or you report your information to act, or you report your own errors.own errors.

Make the request clear in Make the request clear in persuasive messages.persuasive messages.

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For Proper “Netiquette,” NeverFor Proper “Netiquette,” NeverFor Proper “Netiquette,” NeverFor Proper “Netiquette,” Never

““Flame” your Flame” your audience.audience.

Send unnecessary Send unnecessary e-mails.e-mails.

Compose e-mail Compose e-mail messages when messages when you’re angry or you’re angry or upset.upset.

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Web WritingWeb WritingWeb WritingWeb Writing

Business writing basics apply.Business writing basics apply. Be clear, concise, and Be clear, concise, and

complete.complete. In general, keep the style In general, keep the style

simple and conversational.simple and conversational. Readers skim.Readers skim.

Use short sentences and Use short sentences and paragraphs.paragraphs.

Use titles, headings and Use titles, headings and bulleted lists.bulleted lists.

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Web WritingWeb WritingWeb WritingWeb Writing

Work with designers on Work with designers on format.format. If links seem too many, they If links seem too many, they

probably are.probably are. Test your design with Test your design with

potential users.potential users. Images should support text.Images should support text.

Avoid complex introductions Avoid complex introductions that slow loading a page.that slow loading a page.

Tell a story with titles and Tell a story with titles and captions.captions.

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Scannable TextScannable TextScannable TextScannable Text

According to John Morkes and Jakob According to John Morkes and Jakob NielsenNielsen Highlight key words.Highlight key words.

Use meaningful subheadings.Use meaningful subheadings.

Include bulleted lists.Include bulleted lists.

Use one idea per paragraph.Use one idea per paragraph.

Use “inverted pyramid” organization.Use “inverted pyramid” organization.

Use half the word count of a printed page.Use half the word count of a printed page.

Avoid “marketese.”Avoid “marketese.”

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BloggingBloggingBloggingBlogging

Blogs can be used for business.Blogs can be used for business. Company may own the space.Company may own the space.

Stay professional.Stay professional. Avoid deeply personal information or Avoid deeply personal information or

unflattering opinions about the company unflattering opinions about the company or its employees.or its employees.

Popular blog sites are blogger.com Popular blog sites are blogger.com and businessblogconsulting.com.and businessblogconsulting.com.

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To Create a Blog for BusinessTo Create a Blog for BusinessTo Create a Blog for BusinessTo Create a Blog for Business

Jeff Wurio suggestsJeff Wurio suggests Identify your audience.Identify your audience. Decide where your blog should live.Decide where your blog should live. Start talking.Start talking. ““Blog roll,” or link to other sites and Blog roll,” or link to other sites and

blogs.blogs. Emphasize words.Emphasize words. Keep it fresh.Keep it fresh. Watch traffic closely.Watch traffic closely.

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TechnologyTechnologyTechnologyTechnology

Web-based Web-based technologytechnology PDAs.PDAs. Cell phones.Cell phones. Videoconferencing.Videoconferencing.

Technology changesTechnology changes—be flexible—but —be flexible—but choose useful choose useful technology.technology.

Documents

J06120020120144023Pertemuan 4-5 (Modul 9-13)