written analysis and communication

Writing Routine, Writing Routine, Good-News, and Good-News, and

Goodwill MessagesGoodwill Messages

From The Real WorldFrom The Real World

When we ask for action, most people

appreciate it when you tell them directly what

you want, how it affects them, and why it is

important to do it. At the same time we are

making these requests, we also have to build

or maintain a positive relationship with the

reader. A positive impression will help you get

the action you want.

Fred G. Withers, Managing Partner

Ernst & Young, Vancouver

The Three-Step The Three-Step ProcessProcess

CompletingCompleting

Audience

Message

WritingWritingPlanningPlanning

Routine RequestsRoutine Requests

State the RequestState the Request

Explain and JustifyExplain and Justifythe Requestthe Request

Close theClose theMessageMessage

State the Request Up FrontState the Request Up Front

Assume Your Audience Will ComplyAssume Your Audience Will ComplyAssume Your Audience Will ComplyAssume Your Audience Will Comply

Be SpecificBe SpecificBe SpecificBe Specific

Punctuate Polite Requests and Questions DifferentlyPunctuate Polite Requests and Questions DifferentlyPunctuate Polite Requests and Questions DifferentlyPunctuate Polite Requests and Questions Differently

Pay Attention to TonePay Attention to TonePay Attention to TonePay Attention to Tone

Avoid Starting With Personal IntroductionsAvoid Starting With Personal IntroductionsAvoid Starting With Personal IntroductionsAvoid Starting With Personal Introductions

Explain and Justify Explain and Justify the Requestthe Request

Ask Important Questions FirstAsk Important Questions FirstAsk Important Questions FirstAsk Important Questions First

Ask Relevant QuestionsAsk Relevant QuestionsAsk Relevant QuestionsAsk Relevant Questions

Deal With One Topic Per QuestionDeal With One Topic Per QuestionDeal With One Topic Per QuestionDeal With One Topic Per Question

Close the RequestClose the Request

Goodwill andGoodwill andAppreciationAppreciation

ContactContactInformationInformation

SpecificSpecificRequestRequest

Three ImportantThree ImportantElementsElements

ProductsProductsand Servicesand Services

InformationInformationand Actionand Action

RecommendationsRecommendationsand Referencesand References

Claims andClaims andAdjustmentsAdjustments

Routine RequestsRoutine Requests

Placing OrdersPlacing Orders

The Reader’sThe Reader’sAttitudeAttitude

Your Your RequirementsRequirements

Requesting Action Requesting Action and Informationand Information

Company Insiders

Company Outsiders

Making Claims and Making Claims and Requesting AdjustmentsRequesting Adjustments

State the ProblemState the Problem

Offer DetailsOffer Detailsand Explanationand Explanation

Propose SpecificPropose SpecificAction or SolutionAction or Solution

Requesting ReferencesRequesting Referencesor Recommendationsor Recommendations

State the RequestState the Request

Provide a RProvide a Résuméésuméor Other Informationor Other Information

ExpressExpressAppreciationAppreciation

Routine Announcements, Routine Announcements, Replies and Positive Replies and Positive

MessagesMessagesStart With theStart With the

Main IdeaMain Idea

Provide DetailsProvide Detailsand Explanationsand Explanations

End With a End With a Courteous CloseCourteous Close

Informative Informative MessagesMessages

ReminderReminderNoticesNotices

PolicyPolicyStatementStatement

Requests forRequests forInformation and ActionInformation and Action

Choosing theChoosing theDirect ApproachDirect Approach

HandlingHandlingPotential SalesPotential Sales

Claims and RequestsClaims and Requestsfor Adjustmentfor Adjustment

Who Is at Fault?Who Is at Fault?Who Is at Fault?Who Is at Fault?

The The CompanyCompany

TheTheCustomerCustomer

A ThirdA ThirdPartyParty

Providing Providing RecommendationsRecommendations

and Referencesand References

Avoid Overstatements

Be Specific

Provide Facts

Avoid Value Judgments

Good NewsGood NewsAnnouncementsAnnouncements

Offers ofOffers ofEmploymentEmployment

ProductsProductsand Operationsand Operations

Sending Goodwill Sending Goodwill

MessagesMessages

CongratulationsCongratulations

AppreciationAppreciation

CondolencesCondolences

Writing Bad Writing Bad News MessagesNews Messages

Three-step Writing Three-step Writing ProcessProcess

PlanningPlanning CompletingCompletingWritingWriting

•Purpose

•Audience

•Solid Evidence

•Purpose

•Audience

•Solid Evidence

•Main Idea

•Relevant Points

•Right Approach

•Main Idea

•Relevant Points

•Right Approach

•Revision

•Organization

•Overall Design

•Revision

•Organization

•Overall Design

Strategies for Strategies for Bad-news MessagesBad-news Messages

• Convey the message

• Gain acceptance

• Maintain goodwill

• Promote a good corporate image

• Minimize future correspondence

Audience-centered Audience-centered ToneTone

The “You” Attitude

Positive Wording

Respectful Language

The Direct ApproachThe Direct Approach

Bad News

Step 1

Bad News

Step 1

Reasons

Step 2

Reasons

Step 2

Positive Close

Step 3

Positive Close

Step 3

Flow of the Message

Substance of the Message

The Indirect ApproachThe Indirect Approach

Buffer

Step 1

Buffer

Step 1

Reasons

Step 2

Reasons

Step 2

BadNews

Step 3

BadNews

Step 3

PositiveClose

Step 4

PositiveClose

Step 4

Flow of the Message

Substance of the Message

Begin With a BufferBegin With a Buffer

• Show appreciation

• Pay attention

• Compliment reader

• Be understanding

• Show sincerity

• Saying “no”

• A know-it-all tone

• Wordy phrases

• Apologies

• Lengthy buffers

Things to Do Things to Avoid

Provide ReasonsProvide ReasonsThat Support the That Support the

RefusalRefusal• Cover positive points

• Provide relevant details

• Highlight benefits

• Minimize company policy

• Avoid apologizing

State the MessageState the MessageState the MessageState the Message

De-emphasize the Bad NewsDe-emphasize the Bad NewsDe-emphasize the Bad NewsDe-emphasize the Bad News

Use a Conditional StatementUse a Conditional StatementUse a Conditional StatementUse a Conditional Statement

Focus on the PositiveFocus on the PositiveFocus on the PositiveFocus on the Positive

Avoid Blunt LanguageAvoid Blunt LanguageAvoid Blunt LanguageAvoid Blunt Language

Close With ConfidenceClose With ConfidenceClose With ConfidenceClose With Confidence

Maintain a Positive ToneMaintain a Positive ToneMaintain a Positive ToneMaintain a Positive Tone

Limit Future CorrespondenceLimit Future CorrespondenceLimit Future CorrespondenceLimit Future Correspondence

Remain Confident and SincereRemain Confident and SincereRemain Confident and SincereRemain Confident and Sincere

Be Optimistic About the FutureBe Optimistic About the FutureBe Optimistic About the FutureBe Optimistic About the Future

CulturalCulturalDifferencesDifferences

Communication DiversityCommunication Diversity

Proper ToneProper Tone

CulturalCulturalConventionsConventions

MessageMessageOrganizationOrganization

Writing BadWriting BadNews MessagesNews Messages

Routine Requests

Organizational News

Employment Information

RoutineRoutineWorkplace RequestsWorkplace Requests

BusinessBusinessInformationInformation

InvitationsInvitationsand Favorsand FavorsInvitationsInvitationsand Favorsand Favors

The Status of OrdersThe Status of Orders

Ship Part Ship Part of the Orderof the Order

Ship None Ship None of the Orderof the Order

Work Toward an Eventual SaleWork Toward an Eventual Sale

Communicate ClearlyCommunicate Clearly

Be Confident and OptimisticBe Confident and Optimistic

Claims and AdjustmentsClaims and Adjustments

Things to Employ Things to Avoid

Accepting Blame

Accusations

Negative Language

Defamation

Courtesy and Tact

Indirect Approach

Understanding and Respect

Positive Attitude

Credit DecisionsCredit Decisions

RequestedRequestedby a Companyby a Company

RequestedRequestedby a Personby a Person

Organizational NewsOrganizational NewsOperationsProducts

Letters ofLetters ofRecommendationRecommendation

RequestedRequestedby Businessesby Businesses

RequestedRequestedby Individualsby Individuals

PracticePracticeDiplomacyDiplomacy

RecognizeRecognizeFeelingsFeelingsBe DirectBe Direct State FactsState Facts

Employment Employment ApplicationsApplications

• Use the direct approach

• State reasons clearly

• Suggest alternatives

Performance Performance ReviewsReviews

Provide Feedback

Review JobDescription

Set anAction Plan

NegativeNegativePerformance ReviewsPerformance Reviews

• Confront the problem

• Plan the message

• Maintain privacy

• Focus on the problem

• Obtain commitment

ExpressExpressthe Decisionthe Decision

Give SpecificGive SpecificJustificationJustification

MinimizeMinimizeNegative FeelingsNegative Feelings

TerminationTerminationLettersLetters

Writing Writing Persuasive Persuasive MessagesMessages

Three-Step Persuasion Three-Step Persuasion ProcessProcess

CompletingCompleting

Audience

Message

WritingWritingPlanningPlanning

Determining the PurposeDetermining the Purpose

CompetingCompetingMessagesMessages

WrittenWrittenFormatsFormats

AudienceAudienceAttitudesAttitudes

AppropriatenessAppropriateness

NecessityNecessity

ClarityClarity

Analyzing the Analyzing the AudienceAudience

AttitudesAttitudesAttitudesAttitudes

PersonalityPersonalityPersonalityPersonality

LifestyleLifestyleLifestyleLifestyle

Other FactorsOther FactorsOther FactorsOther Factors

PsychographicsPsychographicsPsychographicsPsychographics

IncomeIncomeIncomeIncome

GenderGenderGenderGender

EducationEducationEducationEducation

Other FactorsOther FactorsOther FactorsOther Factors

DemographicsDemographicsDemographicsDemographics

Physiological

Food, shelter,air, water, and sleep

Safety andSecurity

Job security, stability, and

protection

Social

Affection, group ties, friends,

and acceptance

Status andEsteem

Uniqueness, self-worth,

respect, and recognition

Self-Actualization

Self-realization, creativity,

wisdom, and fulfillment

Maslow’s Hierarchy of NeedsMaslow’s Hierarchy of Needs

ConsideringConsideringCultural Cultural

DifferencesDifferences

IndividualIndividualDifferencesDifferences

OrganizationalOrganizationalDifferencesDifferences

Establishing CredibilityEstablishing CredibilityEstablishing CredibilityEstablishing Credibility

SourcesSourcesSourcesSources

EnthusiasmEnthusiasmEnthusiasmEnthusiasm

TrustTrustTrustTrust

ExpertiseExpertiseExpertiseExpertise

ObjectivityObjectivityObjectivityObjectivity

GoodGoodIntentionsIntentions

FactsFactsFactsFacts

CommonCommonGroundGround

SinceritySinceritySinceritySincerity

Setting Ethical Setting Ethical StandardsStandards

• Provide information

• Boost understanding

• Promote free choice

• Avoid manipulation

Sequencing the MessageSequencing the Message

Direct Approach(Deductive)

Indirect Approach(Inductive)

Define the Main IdeaDefine the Main Idea

Limit the ScopeLimit the Scope

Group Major PointsGroup Major Points

Completing the Completing the MessageMessage

EvaluateEvaluatethe Contentthe Content

Revise for ClarityRevise for Clarityand Concisenessand Conciseness

Evaluate Design Evaluate Design and Deliveryand Delivery

ProofreadProofreadthe Messagethe Message

Developing Persuasive Developing Persuasive

MessagesMessages

Employing the AIDA PlanEmploying the AIDA Plan

Balancing Emotion and LogicBalancing Emotion and Logic

Reinforcing Your PositionReinforcing Your Position

Dealing With ResistanceDealing With Resistance

InterestInterestAttentionAttention

DesireDesireActionAction

AIDA PLANAIDA PLAN

Balance Logic and Balance Logic and

EmotionsEmotions

FeelingsFeelings

SympathiesSympathies

NeedsNeeds

AnalogyAnalogy

InductionInduction

DeductionDeduction

Promote ActionPromote Action

Understand ExpectationsUnderstand Expectations

Overcome ResistanceOvercome Resistance

Sell Your Point of ViewSell Your Point of View

EmotionsEmotions LogicLogicThe MessageThe Message

•Hasty GeneralizationsHasty Generalizations

•Begging the QuestionBegging the Question

•Attacking the OpponentAttacking the Opponent

•OversimplificationOversimplification

•Assuming a False CauseAssuming a False Cause

•Faulty AnalogiesFaulty Analogies

•Illogical SupportIllogical Support

Examples ofExamples ofFaulty LogicFaulty Logic

ConnotationsConnotations

DenotationsDenotations

AbstractionsAbstractions

Understanding Understanding SemanticsSemantics

Be ModerateBe Moderate

Use Simple LanguageUse Simple Language

Anticipate OppositionAnticipate Opposition

Provide SupportProvide Support

Focus on the GoalFocus on the Goal

StrengthenStrengthenYour PositionYour Position

Be SpecificBe Specific

Use the Right TimingUse the Right Timing

Employ MetaphorsEmploy Metaphors

Use AnecdotesUse Anecdotesand Storiesand Stories

Create a win-winCreate a win-winSituationSituation

StrengthenStrengthenYour PositionYour Position

Deal WithDeal WithResistanceResistanceDeal WithDeal WithResistanceResistance

AnticipateAnticipateObjectionsObjections

Use “What If”Use “What If”ScenariosScenarios

Involve YourInvolve YourAudienceAudience

Common MistakesCommon Mistakes

Selling Too Hard Up FrontSelling Too Hard Up FrontSelling Too Hard Up FrontSelling Too Hard Up Front

Resisting CompromiseResisting CompromiseResisting CompromiseResisting Compromise

Relying Solely On Great ArgumentsRelying Solely On Great ArgumentsRelying Solely On Great ArgumentsRelying Solely On Great Arguments

Using a “One Shot” Sales TechniqueUsing a “One Shot” Sales TechniqueUsing a “One Shot” Sales TechniqueUsing a “One Shot” Sales Technique

ActionActionRequestsRequests

Claims andClaims andAdjustmentsAdjustments

Sales andSales andFundraisingFundraising

PersuasivePersuasiveMessagesMessages

Types of Messages

Requests for ActionRequests for Action

ActionActionWrittenRequestWrittenRequest

GainAttention

Use Facts,Figures and Benefits

Make aSpecific Request

Claims and AdjustmentsClaims and Adjustments

Claim orAdjustment

WrittenRequestWrittenRequest

State the ProblemState the Problem

Review the FactsReview the Facts

Motivate the ReaderMotivate the Reader

Make Your RequestMake Your Request

Sales and Fundraising Sales and Fundraising

MessagesMessagesFor-Profit CompaniesFor-Profit Companies Non-Profit OrganizationsNon-Profit Organizations

PersonalPersonalConsumptionConsumption

HelpingHelpingOther PeopleOther People

PersonalPersonalConsumptionConsumption

HelpingHelpingOther PeopleOther People

Motivation Motivation

AttentionAttentionAttentionAttention

TimeTimeTimeTime

DollarsDollarsDollarsDollars

Sales Message Sales Message StrategiesStrategies

Selling PointsSelling Points

BenefitsBenefits

Legal IssuesLegal Issues

The AIDA PlanThe AIDA Plan

FeaturesFeaturesand Benefitsand Benefits

Stories andStories andIllustrationsIllustrations

SolutionsSolutions

News ItemsNews Items

ProvocativeProvocativeQuestionsQuestions

SharedSharedTraitsTraits

EmotionsEmotionsor Valuesor Values

ProductProductSamplesSamples

ChallengesChallenges

Getting Getting AttentionAttention

The CentralThe CentralSelling PointSelling Point

Building InterestBuilding Interest

The CentralThe CentralSelling PointSelling Point

Building InterestBuilding Interest

Study theStudy theCompetitionCompetition

Know Know the Productthe Product

Analyze Analyze the Audiencethe Audience

Increasing DesireIncreasing Desire

Use Action Terms

Discuss Pricing

Support Your Claims

Motivating ActionMotivating Action

Explain the Next Step

Create a Sense of Urgency

Include a Post Script

Apply Good Judgment

WritingWritingFundraisingFundraisingMessagesMessages

Analyze theAnalyze theAudienceAudience

Study theStudy theCompetitionCompetitionStudy theStudy the

CompetitionCompetition

Clarify BenefitsClarify BenefitsClarify BenefitsClarify Benefits

Keep theKeep theMessage PersonalMessage Personal

Strengthening Strengthening

Fundraising MessagesFundraising Messages

Interest your readersInterest your readers

Use simple languageUse simple language

Offer an opportunityOffer an opportunity

Make it hard to refuseMake it hard to refuse

Clarify your needsClarify your needs

Write conciselyWrite concisely

Include a reply formInclude a reply form

Use versatile enclosuresUse versatile enclosures

written analysis and communication

message substance

state

action

requests

claims

request

close

audience

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