Lesson 7: Writing Routine, Good-News, and Goodwill Messages

Overview

The direct plan—often augmented by resale and sales-promotion material—can be used to organize routine, good-news, and goodwill messages. As you read and study this chapter, think about all the kinds of messages that fall into this category. When you finish reading, practice weaving subtle resale and sales-promotion material into your messages.

Objectives

After reading and studying Chapter 7 you will be able to:

1. discuss why it is generally appropriate to use the direct organizational plan for routine, good-news, and goodwill messages.

2. describe the basic format for writing routine request.

3. describe the basic format for writing routine positive replies.

4. describe the main elements to include in direct requests for claims and adjustments.

5. discuss the main differences in the explanatory section of a favorable response to a routine claim for adjustment when the company, the customer, or a third party is at fault.

6. explain why goodwill messages are important and how to make them effective.

Because most routine, good-news, and goodwill messages generally are of interest to the reader, it’s appropriate to use the direct organizational approach as long as your message requires no special tact or persuasion and you are addressing an audience with minimal cultural differences.

Open by stating your specific request. In the middle, justify your request, explain the importance, ask relevant questions, highlight benefits to the reader for responding, state desired actions in a positive manner, and include contact information. Close by requesting some specific response and an expression of goodwill.

Begin with the good news or main idea. Use the middle to answer the request and provide details. End with a courteous close and an expression of goodwill.

Include a straightforward statement of the problem in the opening. Tell the specifics, include any necessary details, and state the remedy you are seeking in the body. Close courteously with a brief summary of the desired action.

When the company is at fault, explain your company’s efforts to do a good job and refer to your errors carefully. If a customer is a fault, inform the customer that the merchandise was mistreated, but don’t be condescending. If a third party is at fault, briefly explain that you have chosen to honor the claim even though the problem was not caused by your negligence.

Good will messages help develop and maintain good relationships with employees, customers, clients, and the general public. They have a positive effect on business and are most effective when they are honest and sincere.

Assignment

Read and study Chapter 7 paying particular attention to Communicating Across Cultures on pages 200-201 and Focusing on Ethics on page 224. Complete the self-study quiz to determine if you understand the concepts presented. To reinforce the concepts learned answer the Critical Thinking Questions on page 233, email your responses to your instructor.