Thank-you

messages Congratulatory messages Inquiries and replies Requests and responses Orders and acknowledgments Routine claims and adjustments

The CBO (Communication-by-Objectives) Approach

Plan

a message. Compose a draft. Complete a message.

Identify the objective. Visualize the audience. Gather supporting information. Organize the information.

Why are you creating the message?

To persuade?
To inform? To inquire?

The why of the good or neutral news message is the news.

Answer these questions to help visualize your audience: Who is my target audience? What characteristics do I know or what can I learn about my target audience that will help me prepare the message? When will the audience receive the message? Where will the audience members be when they receive the message? Why will the audience be interested in the message? How can I learn more about my target audience?

Written Message Forms E-mail Memorandum Letter

Generate ideas
Brainstorming Nonstop writing Bubble writing

Select ideas

Prepare an outline using the good news strategy. The good news strategy is based on the direct pattern.
Message objective Supporting information Closing information

DIRECT PATTERN

GOOD NEWS STRATEGY

I. Good, Neutral, or Routine News

II. General Information Supporting I A. Specific Information Supporting II 1. Details supporting IIA 2. Details supporting IIA B. Specific Information Supporting II III. Friendly Ending

Good or neutral news

Adequate details or descriptions

Friendly ending

Choose words. Construct sentences. Assemble paragraphs. Choose paragraph locations.

Place the good news at the beginning. Avoid trite expressions. Check for the seven Cs of effective messages.

State the good or neutral news.

Give enough details to ensure clarity. Include ideas that are helpful to the receiver. Present information that will promote sales.

Provide adequate details or descriptions. End pleasantly.

Conclude with a positive statement. When possible, give the receiver an opportunity to take action.

Proofread. Edit. Revise. Finalize.

Begin with the good news. Offer extra details. End with emphasis on the receiver.

Begin with the good news.

Thank you for volunteering during Walk in the Park, the annual fundraiser for the Hampton Historical Society.

Offer extra details.

This years Walk in the Park raised $47,530 for the preservation and renovation fund.

End with emphasis on the receiver.

Julie, you are a great volunteer; I look forward to working with you next year.

Begin by offering congratulations for a specific accomplishment. Provide extra details that clearly show your sincerity. End with emphasis on the receiver.

Offer congratulations for a specific accomplishment.

Congratulations on your recent promotion.

Provide extra details that clearly show your sincerity.

You will be an excellent team supervisor.

End with emphasis on the receiver.

Jacqueline, please plan to attend the monthly supervisors meeting on October 14. A copy of the agenda is attached.

Begin with a specific question or direct statement. Include adequate details and additional questions. End with clear directions for the receiver.

Begin with a specific question or direct statement.

How should I prepare for the computer training class scheduled for June 18?

Include adequate details and additional questions.

Where will the training class be held?

End with clear directions for the receiver.

Please reply to this e-mail by Thursday, June 11.

State the good news by answering questions and emphasizing the you attitude. Include any additional pertinent information. End with a goodwill statement.

Answer questions, and emphasize the you attitude.

You do not need to prepare for your June 18 computer training class.

Include any additional pertinent information.

Your computer training class will be held in the computer lab on the second floor of the training center. The room number is E211. Jordan, based on the feedback of previous participants, you will enjoy learning how the new system applies to your job.

End with a goodwill statement.

State the major request in the first sentence. Make the request clear with additional details. End courteously, and close with the action you expect the receiver to take.

State the major request in the first sentence.

Marcus, please send me the list of all employees who will receive service awards next year.

Make the request clear with additional details.

Include employees full names and the dates they started working for MCM Industries.

Close with the action you expect the receiver to take.

Please send the list via e-mail by Monday, December 8.

Provide the answer to the request in a subject line and/or the first line of the message. Include any additional pertinent information in the second paragraph. End with a goodwill statement, and request action from the receiver.

Provide the answer to the request in the first line.

The list of employees who will receive service awards next year is attached.

Include any additional pertinent information.

Please note that two of the employees who are receiving awards for 20 years of service have breaks in their years of service. Evan, thank you for coordinating the service award program. Let me know if you need any additional information.

End with a goodwill statement, and request action.

Use direct language in the first sentence. Give complete details. Include payment information and shipping instructions. Indicate when you expect to receive the delivered goods.

Use direct language in the first sentence.

Please ship the three chairs described below to my office.

Give complete details.

Item No. SSP2077

Description Quantity Unit Price Ergo desk chair 3 $299.00 $897.00

Total

Include information about payment, shipment, and delivery.

Please charge my account and ship the chairs to the above address. I will expect delivery on February 16.

Indicate that the product was sent or that the service was approved. State when the buyer should receive the merchandise or may begin using the service. Describe quality features of the product or service. You may also describe another closely related product or service. Encourage future orders.

Indicate that the product was sent and when it should arrive.
Your order of three Ergo desk chairs left our factory on January 30. You should receive the chairs before February 16.

Describe quality features of the product.

Thank you for ordering Ergo desk chairs. You might be interested in the matching visitor chairs featured on page 34 of our catalog. For your convenience, you can order any of our products by telephone or fax. Online ordering is also available at our web site.

Encourage future orders.

Begin with a specific problem statement, and request an adjustment. Give a complete and concise description of the claim, including all essential facts. End courteously with a suggestion for prompt action.

Begin with a problem statement, and request an adjustment.

The free bonus CD was missing from my recent order. Please send the CD immediately, at no charge to me.

Give a complete and concise description of the claim.

For your convenience, I have attached a copy of the ad describing the bonus CD and the packing list that accompanied my order.

End courteously with a suggestion for prompt action.

I am looking forward to receiving the bonus CD early next week.

Grant the request in a subject line and/or in the first sentence. Provide the necessary details about the adjustment. End with a cordial, open invitation for future business.

Grant request in a subject line and/or in the first sentence.

We have shipped your bonus CD. You should receive the CD on Friday, May 12.

Provide the necessary details about the adjustment.

You will not be charged for the shipping.

End with a cordial, open invitation for future business.

Your business is important to us. Please use the enclosed coupon for $10 off your next purchase.

Explain how the bad news strategy works within the CBO approach. Analyze bad news messages to verify that they reflect the seven Cs of effective messages, acceptable message formats, and the bad news strategy. Apply the CBO approach and the bad news strategy to write bad news messages.

Begin with a neutral or pleasant statement that relates to the receiver. Explain the reason(s) for the refusal. State or imply the refusal. Offer an alternate solution or action (if possible). End with a positive, friendly statement.

Request refusals Adjustment refusals Credit refusals Order refusals

The CBO (Communication-by-Objectives) Approach

Plan

a message. Compose a draft. Complete a message.

Identify the objective. Visualize the audience. Gather supporting information. Organize the information.

Written Message Forms E-mail Memorandum Letter

The bad news strategy is based on the indirect pattern.

Opening Explanation Message objective Additional information Closing

INDIRECT PATTERN

BAD NEWS STRATEGY

Opening
Explanation Message Objective Additional Information Closing

Begin with a neutral or pleasant statement that relates to the receiver.

Explain the reason(s) for the refusal. State or imply the refusal. Offer an alternate solution or action End with a positive, friendly statement. (if possible).

Choose words. Construct sentences. Assemble paragraphs. Choose paragraph locations.

 Begin with a neutral or pleasant statement.

Begin with a buffer. Explain the reason(s) for the refusal. Choose words carefully. Explain why you cannot do what the receiver wants. Avoid State or imply refusal. misleading thethe receiver. Use the passive voice to avoid sounding accusatory. State the refusal concisely. Offer an alternate solution or action. State what can be done rather than what cannot be done. Offer a constructive suggestion, a substitute, a Avoid End with a words. positive, friendly statement. negative counterproposal, or an alternate course of action. Conclude positive statement. Explain howwith the a receiver may benefit. Close with action required by the receiver. Avoid trite expressions.

Proofread. Edit. Revise. Finalize.

Begin with a pleasant or neutral statement that relates to the receiver. Give at least one reason for the refusal. Imply or state the refusal. Offer a helpful solution or suggestion. End with a positive statement without reference to the refusal.

Begin with a buffer.

Bayside Marketing is committed to providing an appropriate work environment for all employees.

Give basis for refusal, imply refusal.

Private offices are provided for employees whose jobs require private conversations and the safekeeping of confidential files. Modular workstations are provided for all other employees.

Offer a suggestion, and end positively.

The PX4 headset filters out more background noise than the headset you are now using. Please contact Mr. Beck to obtain a PX4.

Begin with a pleasant, relevant statement. Give a factual basis for the refusal. Imply or state an impersonal refusal. Include a resale statement and/or offer to help (if appropriate). End pleasantly; emphasize receiver action when needed.

Begin with a relevant statement.

The Hazelwood Recreation Center offers a variety of community education programs for residents and nonresidents.

Give a factual basis for a refusal, and imply a refusal .

Tuition for educational programs is based on resident status on the date of enrollment. Accordingly, you were charged the nonresident tuition for your tae kwon do class that began on September 15.
Now that you live in Hazelwood, you will enjoy lower tuition when you enroll in future classes. A copy of our course catalog is enclosed.

Include resale statement, and offer to help.

Begin with a pleasant, timely buffer. Give reasons for the refusal, but leave the way open for credit extension later. Imply or state the refusal. Make a counterproposal; if appropriate, introduce a cash plan. End with attention on the receivers benefits.

Begin with a buffer.

Your credit application and credit report have been carefully reviewed.

Explain basis for the refusal, and suggest an alternative.

Bayside Marketing extends credit to established clients who have been in business for at least two years. As a new client, your payment options are credit card or cash.

End with attention to the receivers benefits.

We are looking forward to working with you to develop a marketing plan that meets the needs of your company now and in the future.

Begin with a buffer; the opening statement may identify the order by date, number, and description. Ask for needed information if the order was incomplete. Give a reason for the refusal if the order will be delayed or will not be filled. State or imply the delay plan or the refusal. Offer a resale or an alternate solution. End with a positive statement.

Begin with a buffer, and identify order.

Thank you for ordering the executive leather laptop tote bag #K247.

State or imply refusal, and offer an alternate solution.

The tote you ordered, #K247, is no longer available. Two similar bags that will meet your needs are described below.

End with a positive statement.

Whether you choose the J247 or the K347, you will enjoy your laptop tote bag for years.

Identify and discuss situations when persuasion may be necessary. Discuss the importance of ethical persuasion and credibility in persuasive messages. Explain receiver benefits, descriptive language, and appropriate appeals as they relate to the persuasive strategy AIDA.
Continued on next slide.

Continued

Identify and discuss unique characteristics of donation requests and sales messages and how those characteristics encourage a favorable response. Implement the CBO approach and the persuasive strategy AIDA and incorporate the seven Cs of effective messages to plan and complete persuasive messages.

Attracts the receivers favorable attention. Builds the receivers interest.

Encourages the receiver's desire.

Requests and motivates the receiver's action.

A I

D A

Be objective. Provide information that will enable your receivers to make informed decisions. Choose words that are clear and straightforward. Do not set out to trick someone. Show knowledge or sincere concern about the subject of your message so that your audience can identify with what you are saying.

The CBO (Communication-by-Objectives) Approach

Plan

a message. Compose a draft. Complete a message.

Identify the objective. Visualize the audience. Gather supporting information. Organize the information.

The combination of the indirect pattern of organization and the persuasive strategy AIDA:

Provides an explanation before the actual request. Attracts the receivers favorable attention. Builds the receivers interest. Encourages the receivers desire. Requests and motivates the receivers action.

Continue the CBO approach by applying the AIDA strategy to:

Choose

words. Construct sentences. Assemble paragraphs. Choose paragraph locations.

Attention Interest Desire Action

Open with: An open-ended, thoughtprovoking question. An agreeable statement. A compliment. An immediate request.

Explain receiver benefits. Use descriptive, concrete words. Address receiver concerns. Choose an appropriate appeal.

Call for Action

Make a confident request. Make a response easy.

Proofread. Edit. Revise. Finalize.

A nonroutine request asks the receiver to do something out of the ordinary.

Examples

Requests for donations of time, money, or knowledge Requests to support an activity or a cause Requests for cooperation in resolving an issue Requests for cooperation in collecting money

Begin with an attention-getting statement that encourages further reading. Choose an appropriate appeal. Lead to the main idea. Close by stating what you want; provide a way for the receiver to respond easily.

Begin with an attention-getting statement.

Clean out your closet!

Create interest and desire with an appropriate appeal.

Suits Me! provides gently worn business attire for women who are trying to get their lives back on track.

State what you want. Make it easy for the receiver.

Please drop off your donations in the employee dining room during business hours on March 3 and 4.

Claim messages Collection messages

Begin with a courteous opening that attracts the receivers attention. Provide details in chronological order, accurately and calmly. Make reasonable requests, and help the receiver understand the benefits of complying. Close with a dated action statement.

Begin with a courteous opening.

The Flower Shop on Elm is my first choice when ordering flowers for business and social occasions.

Provide details.

The floral bouquet delivered to Nora Kiley on April 2 did not meet my expectations. The flowers were wilted and drooping when they arrived and had to be discarded the following day.

Make a reasonable requests, and close with a call for action.

Please send Ms. Kiley a replacement bouquet on April 23.

Check message for grammar, spelling, and facts.

Consider the details. Make your demands reasonable. State the problem, and present the facts. Gather and organize relevant documents. Apply the CBO approach and persuasive strategy AIDA. Begin with the source of the problem.

Collection messages have two objectives:

Collecting money Maintaining goodwill

Assume that the receiver intends to pay. Follow the collection laws of your state. Send collection messages at regular intervals. Use a courteous but firm tone. Use an appropriate organizational pattern and message strategy for each stage of collection.

Use direct pattern. Choose an appropriate format.

Brief form letter Collection card Stamped message or sticker on a statement

Use indirect pattern and the persuasive strategy AIDA. Open with an attention-getting statement that neutralizes the information that follows. Explain objectively without accusation. Point out receiver benefits to complying with the request. Offer alternate payment options if possible. Provide a friendly ending with detailed contact information.

Open with an attention-getting statement.

Your history of prompt payments has made you a valued client.

Explain objectively. Point out receiver benefits.

The balance of your account is $580 and 45 days past due. Bringing your account up to date will allow us to continue providing the communication services you need to operate your business.
Please use the enclosed envelope to send your check, or call Tariq Sanders at 800-555-2077 to make arrangements to use a credit card.

Offer payment options. Provide contact information.

Use direct pattern. Begin with the main idea of nonpayment. Briefly restate details leading up to the final collection attempt. State specific negative consequences. End with a neutral closing.

Begin with the main idea of nonpayment.

Communication services that are vital to your business are in jeopardy.

Briefly restate details leading up to the final collection attempt. State specific negative consequences.

Your account balance of $580 is 120 days past due. We have contacted you six times about this matter. Unless we receive full payment by May 15, your account will be turned over to LRQ Collection Agency. To ensure continued service and avoid involving a collection agency, send your check for $580 by May 15.

End with a neutral closing.

The main objective of sales messages is to persuade receivers to buy something. Sales messages are either solicited or unsolicited. Solicited sales messages are responses to inquiries. Unsolicited sales messages are initiated by the sender.

Sales messages and donation requests may differ from other business messages in these ways:

Length Inclusions Print mechanics Casual writing style

Identify receiver characteristics to have a better understanding of how to market your product or services.
Examples

Age Education Occupation

Cultural background Interests

Conduct surveys. Purchase information. Buy mailing lists.

 Use

the seven Cs of effective messages. Use the AIDA strategy. Make these adjustments:

Send you-oriented messages to select customers. Keep messages short. Give the receiver an opportunity to be removed from the mailing list.