PROCESS OF PREPARING EFFECTIVE BUSINESS MESSAGES

Process of Preparing Effective Business Messages

1.      Choose the ideas to include.

While answering a letter, one can underline the main points to discuss and get the ideas briefly on a pad. If one is writing unsolicited or a complex message, one can begin by listing ideas as they come to mind. Then most important facts can be changed into message. It is better that the message written to welcome a customer should have other incentives or policies what the firm offers.

* Consider your reader’s viewpoint (be in his place)

* Read company’s document

* Talk with your colleagues, customer etc.

* Ask your audience for input

4. Collect all the facts to back up these ideas.

After the main ideas, the writer/speaker should ask himself what specific facts, updated figures or quotations he needs. The knowledge of the company’s policies, procedures, and product details is necessary for an effective communication. A brochure, table picture, or product sample is also useful to enclose.

Find out and be sure about the following:

·         be sure the information is accurate

·         be sure the information is ethical

·         be sure the information is pertinent

·         select appropriate channel

5. Outline – organize – your message:

The order in which the ideas are to be presented is as important as the ideas themselves. Disorganized writing reflects disorganized, illogical thought process or careless preparation. Choose the organizational plan after the purpose has been finalized collecting all necessary facts. Ask yourself: “How will the reader or listener react to these ideas?”

Direct (Deductive) Approach:

When you think that your audience will be interested in what you have to say or willing to cooperate with you, you can use the direct or deductive plan to organize your message. It means you present request or the main idea in the beginning, which follows up necessary details and then you close your message with a cordial statement of action you want. We use this approach when the request requires no special tact or persuasion. Close to direct request is good-news plan that is used to grant requests, announce favorable or neutral information and exchange routine information within or between organizations. Look at the outline of direct organizational plans and good-news plan.

Basic Organizational Plans:

Direct-Request Plan

1.  State the request or main idea.

2. Give necessary desirable details for easy reading.

3. Close with a cordial request for specific action.

Look at the following letter which is a request to the seller and requires no special tact or persuasion.

Dear Sir,

    We intend to purchase a new office copier. We would like to consider a BHP copier and wonder if you have a model that would suit our needs.

    Our office is small, and a copier would generally be used by only three secretaries. We run approximately 3,000 copies a month and prefer a machine that uses regular paper. We rarely need to run off more than 25 copies at any one time.

    We would also like to know about your warranty and repair service. We hope to hear from you soon.

Yours truly,

Good-News Plan

1.  Best news or main idea.

2. Explain necessary and desirable details with any helpful material.

3. End positively and friendly stating clearly the desired action and offering any further help. Give date of action if necessary.

An example having main idea in the beginning:

Dear Mr. Gul,

   In a courier service, I am sending you six copies of our catalog, “Prime Gifts”. I am very pleased that you want to circulate it.

   The catalog explains everything but I do want to say that for quantities of 20 or more gifts we offer an attractive discount.

    Please let me know if I can be of help in other ways.

          

     Yours cordially,

Supplying Detailed Information on a Service though the writer is complaining, the letter has a direct-request plan.

Gentlemen,

   

Please repair or replace my calculator watch, Model C863, and send it to me at the address above.

    

   After six months of use, the musical alarm has quit working.

 

   Enclosed is my watch, a copy of the sales receipt showing the date of purchase and your warranty which guarantees material and workmanship for one year.

                                                                        Yours Sincerely,

Another example of direct request plan is:

Dear Mr. Hafiz,

    I am delighted to know that you are interested in our Executive Book Club and am happy to answer your questions about it.

    

Between 30 and 40 new books in the field of management are made available each year to the members of the Executive Book club and, as you have mentioned, the topics treated very widely. From four to six of these belong to personnel administration; in addition, a similar number of general management books carry some aspects of personnel management.

 

Although we have several specialized book clubs but there isn’t yet one in personnel administration. Considering the increasing demand, it is possible that we will one day establish a club in personnel. Certainly, there is a growing interest in this field.

 The Circular enclosed contains complete information about the Executive Book Club. Please note that the average price of books distributed by the club, if purchased separately, is about Rs.300. However, as a member, you would pay only about three-fourth of that amount.

 I do hope you will want to become a member of the Executive Book Club, Mr. Hafiz. You can do so by filling out the coupon on the back of the circular.

 

    Yours truly,

Indirect or Inductive Organizational Plan: 

Indirect (Inductive) Approach:

 If you think that your message might upset your reader or listener, you use the indirect plan to ease your audience into the part of your message that shows you are fair-minded and eager to do business with him on some other terms. This approach consists of four parts:

	Organizational  Plan Bad-News Plan
1	Buffer (using positive, pleasant rather than negative statement.
2	Explanation (reader’s benefit, reasons supporting the negative decision)
3	Decision (expressed or implied in clear but tactful manner)
4	Helpful, friendly and positive stressing on goodwill

Beginnings & Endings

Dear Mr. Hassan,

You are right to expect high-quality merchandise from The Automatic Door Company; we try to give you the best for your money and to stand behind our 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 got wet. Excess moisture over a period of time causes this defect.

Our service manager estimates that cleaning and repairing your door opener would cost Rs. 250.

Since your door opener is several years old, you may want to consider buying 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 Rs. 3500.00 postpaid, should give you even longer service than your old one did.

Please let us know whether you want us to repair or replace your opener.

Yours sincerely,

Persuasive Request Plan

As good-news plan is similar to direct-request plan, so is persuasive plan to bad-news plan. Persuasion is the attempt to change a reader’s attitude, beliefs or action in your favour. This plan is used to influence the readers who may resist otherwise. One way to organize persuasive messages is the AIDA plan, which is of four stages:

1. Attention     2. Interest        3. Desire          4. Action

In the attention stage, you convince the reader that you have something interesting or useful for him. In interest stage, you explain how your message is related to your reader. In the desire stage, you provide relevant evidence to prove your claim drawing attention to any enclosures. In the action stage, you close the message with an action ending that suggests a specific action the reader may take.   

Beginnings & Endings

THE FIRST PUNJAB LIBRARY

Muslim Town Lahore.

Dear Friend,

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   YOURS FOR JUST RS.500

   Quaid-e-Azam was not only the founder of Pakistan but also a great orator.

   Here are all of Quaid’s speeches, from the early days in his politics, including all his addresses to the students of different institutions. It includes Quaid’s personal and political correspondence.

   Above all, here is Quaid’s absolutely distinctive language, resonant with dignity, wit, and the uniquely patriot flavour.

   Write today for your copy of the book. You’ll be awfully glad.

Sincerely yours,

The way you begin your message makes it clear whether your reader will respond favorably or unfavorably to the message. When you are sure that your message has something favorable or neuter for the reader, you must begin your message with the main idea or good-news in the beginning. The opening must be impressive in a way that it captures the attention of the reader. So always choose appropriate openings that suit the purpose of your message. The following openings are desirable in direct-request, good-news and neutral messages.  

Main Idea:  The goods which you ordered on March 5 have been sent to you by passenger train.

Request: So that your order can be filled promptly, please send another copy of the requisition.

Announcement: Now you can take an air – conditioned coach from Lahore to Islamabad any hour.

Whenever required, employ 5Ws and one H to give clarity to your messages.

Buffer: If you have bad news, begin your message with a buffer. A buffer is a statement, that helps you bring your reader in a positive frame of mind, and the message becomes readable for the reader. But “Buffer” should be neutral in tone. You should also avoid misleading the reader into thinking that the message is good.

Poor: It is impossible to open your account unless you send us the following information.

With buffer: The moment you send us the following information your account will be opened.

Poor:  We never exchange damaged goods.

With buffer: We are happy to exchange the merchandise that is returned to us in good condition.

 

In persuasive request (sales letter), begin the message with an attention-getting statement. An experienced writer uses some common technique to attract the reader. Consider some of attention-getting statements:

A challenge: Don’t waste another day wondering how you’re going to become the success you’ve always wanted to be!

The writer should avoid using trite and stereotyped expressions. Make your openings considerate, courteous concise, and clear. Keep your first paragraph short and use simple conversational language. Never open your letter with an incomplete sentence like:

Reference to your letter of March 6 regarding opening of a current account.

Make opening specific

Poor: Thank you for your order.

Specific:          Thank you for you order for 200 writing pads.

Close Paragraph

An effective ending will motivate the reader to act as requested. If no direct request is required, leave the reader with some expression of regard, assurance, appreciation or willingness to help. Always remember that closings should be strong, clear and polite. They should leave a sense of closure and goodwill with the receiver.

1. Make your request clear and complete with Five Ws and the H.

2. Include your phone number and extension if you want the reader to phone you.

3. Enclose a form (card, order, blank, or questionnaire) and an addressed reply envelope (perhaps with postage paid) if you want the reader to furnish something.

4. Give complete instructions regarding how and where if you do not include a form and envelope.

5. State your office hours and location if you want the reader to come to you in person. Do you have a free parking lot? Where?

1. Make Action Clear

Vague: I look forward to hearing from you regarding this matter.

Better: So that we can make appropriate arrangements for your visit, please call me at 541000, before Friday, November 16, anytime between 9 A.M. and 5 P.M.

2. End on a Positive, Courteous Thought

Include Any Apologies and Negatives Before Last Paragraph. Study these examples 

Negative: I’m sorry we can’t be more encouraging at this time.

Positive: We wish you success in your search for a position.

Be Friendly:  Offer to help the reader further, if that is appropriate. Words like please or will you help soften commands.

Good: If there is any further way we can assist you please call 555-4567 Monday through Friday between 9 A.M. and 5 P.M.

Avoid: Thank you in advance for distributing these questionnaires to your employees.

Say: I will appreciate your distributing these questionnaires to your employees.

Give my regards to your lovely family. I enjoyed meeting them during the October conference.

3. Keep Last Paragraph Concise and Correct

Trim your last paragraph to five or fewer lines of complete sentences. Avoid unnecessary repetition.

In short letters, the writer often gives his message and stops without any special formality: Make your opening and closing paragraph shorter than average because the most important location in a letter is the opening. The second most important is the closing.