BAD NEWS

LETTER
BAD NEWS LETTER
A bad news letter is that letter which is written to
convey an unfavorable information without making
the reader angry.
it contains three elements
The buffer
The negative message
A polite closing
It is also called a negative message because the
basic information is negative.
PURPOSES OF BAD NEWS LETTER
To give reader bad news
To have the reader read, understand and
accept the message
To maintain as much goodwill as possible
To build a good image of writer, writers
organisation
To reduce future correspondence on same
subject
Make feel reader that they have taken
seriously, our decision is fair ad reasonable
PLANNING FOR A BAD NEWS LETTER
There are two basic plans adopted in writing bad
news letter:-
Indirect Plan
Direct Plan
INDIRECT PLAN
It is that plan in which you present the supporting
data first and then the main idea.
The purpose is to ease the audience into the part of
your message that demonstrates you are fair
minded.

THE INDIRECT PLAN CONSIST
OF
1. THE BUFFER
Buffer is a neutral or a positive statement that allows
you to delay the negative
It should be neutral in tone; avoid misleading the
reader into thinking the news is good
The letter can begin as
Agreement
Appreciation
Assurance
Compliment
Cooperation
Good news
Neutral courtesy

2.EXPLANATION AND ANALYSIS
Explanation are often crucial to the effectiveness of
a negative message
Include honest, convincing reasons why the matter
must be handled differently from the way the reader
wants it.
3.THE BAD NEWS
When the audience is psychological prepared, the
bad news should be the logical outcome of the
reasons that come before it.
Some methods to show less importance to bad
news
Minimise the space or time devoted to it
Write it in a complex or compound sentence
Place bad news in middle of a paragraph
4.POSITIVE CLOSE
Ending should be positive, with reader-friendly
requests, assurances, and reader benefits

Invite future patronage, cooperation, suggestions or
grievance

Make clear whatever action is required, when to do
it and how to do it.
DIRECT PLAN
A direct approach can be used when the message
is routine, when the reader is known for preferring
directness, or when the message is urgent.
The pattern for it is
a. Bad news decision(with or without buffer)
b. Explanation
c. Appropriate, courteous closing
TYPES OF BAD NEWS LETTER
1.REFUSAL REQUEST
When the people ask you for information or want
you to do something and you cannot honour the
request,you may write bad news letter with either a
direct or the indirect pattern, with buffer
Modern Publishers
26,north avenue
new delhi

July23,2011
Dr.Aarti sharma
Punjab university
Chandigarh
Dear Dr.Aarti Sharma
Your correspondence guidebook described in your June 27 letter should be a
reading practical aid to the business executive.
The practical value of the book,as I see it,depends largely on the quality of its
illustrations.But getting the quality of illustration you need will require
careful checking by someone who knows good writing and going through
the thousands of letters in our records will take considerable time and skill.
For this reason I am sure you will understand why the best we can do is to
make our files open to you or your staff. We would,of course,be happy to
provide working space for you and we assure you our very best cooperation. If
you wish to use our files in this way, please let us know.
Please let us know, also, if we can further help you. We look forward to seeing
your book.
Sincerely,
Prem Kumar
Office Manager

2.REFUSING ADJUSTMENT OF CLAIMS
AND COMPLAINTS
Determining the basic strategy
You should follow this general order
a. Begin with words which relate to subject, are
neutral as to the decision and set up your strategy
b. Present the strategy that explains or
justifies,being factual and positive
c. Refuse clearly and positively
d. End with friendly words
3.CREDIT REFUSAL
Summary of points for this
A. BUFFER
Introduce a point that is relevant
Eliminate apologies and negative sounding words
Express appreciation for credit request
Introduce resale information
B. REASONS
Make a transition from favourable to unfavourable
message
Make a transition from general o specific
Stress benefits of not taking more loans
Phrase reasons in terms of experience with others
Present reasons for refusal carefully



C. THE BAD NEWS
Make the refusal clear to the reader
Avoid negative words
Handle refusal of business credit as recommend or
describe cash discounts

D. POSITIVE,FRIENDLY,HELPFUL CLOSE
Avoid apologies and words of regret
Suggest actions the reader might take
Encourage reader to look towards the future, when the
application may be approved
4.CONVEYING BAD NEWS ABOUT
ORDERS
In writing to a would be customer this type of letter,you
have 3 basic goals
1. BACK ORDERS
In this there are 2 types of bad news to convey
You are able to send only part of the order
You are able to send none of the order
2. SUBSTITUTIONS
Avoid calling second product a substitute, as it carries
negative meaning
Say that you now stock the second product exclusively
3. UNFILLABLE ORDER
You must get yourself excused in a manner that your
attitude appears helpful to the customer
5.DECLINING INVITATION AND
REQUEST FOR FAVOUR
Customers, non customers and employees may
extend invitations or request privileges or favours
that you may have to refuse
Good judgement is necessary in choosing buffer,
explanations, helpful suggestions and a friendly
close.
6.BAD NEWS ABOUT PRICES OR
SERVICES
Every firm at one time or the other may have to make
unfavourable announcements about prices and services
When the firm finds it necessary to increase prices or
cut services, a buffer opening followed by reasons
before stating the negative decision will help break the
news gently.

PERSUASIVE
LETTERS:
SALES
LETTERS,COLLECTION
LETTERS
WHAT IS PERSUASIVENESS

Persuasion is much more than simply
asking somebody to do something.

It is the process of changing peoples
attitudes or influencing their actions,
either immediately or at some time in
the future.
PURPOSE
To have the reader act.
To provide enough information so that readers know
exactly what to do.
To overcome any objections that might prevent or
delay action.
To build a good image of the writer and his
organisation.
To cement a good relationship between writer and
the reader.

FACTORS DETERMINING FOUNDATION OF
PERSUASIVE LETTER
1. Needs and appeals:-
Need of safety
Need of security
Need of higher level such as respect and status.


2. Emotion and logic:-
Provide logical argument and emotional attraction.


3. Credibility:-
Best way to attain credibility is to support your
message with facts.
Testimonials, documents,guarantees,statistics,
research results.


4.Choice of proper words:-
Appropriate, respectful and effective words should
be used.

AIDA FORMULA
A- Attract the readers attention
I- Arouse the readers interest
D- Create desire and convince the reader
A- State clearly the action the reader needs to take
A: ATTENTION: FIRST PARAGRAPH
The audience wants to know Whats in this message for
me?

The opening of the persuasive letter can be attempted in
one of the following ways:
Open with Agreeable Comment or Assertion
Open with Sincere Compliment
Open with Audience Friendly Statement
I:INTEREST:SECOND PARAGRAPH
Here we explain how message relates to the
audience
Tell how your plan,product or service and what the
message will do for audience

D:DESIRE:THIRD PARAGRAPH
It provides relative evidence to prove your claim
It also draws attention to any enclosures
A: ACTION :LAST PARAGRAPH

It offers a good opportunity for one last reminder of
the main benefit the audience will realize from
taking the action you want
TYPES OF PERSUASIVE LETTERS
SALES LETTER:

These are used for selling goods and services.
These help in bringing people into your place of
business(exhibition).

FOUNDATION OF SUCCESSFUL SALES
LETTER
1. THE PRODUCT OR SERVICES
Person planning the letter should try as much as
possible to become personally familiar with the
item under consideration

The more thorough your knowledge of product or
service,the better equipped you are to write about
it
2.THE PROSPECTS
Identify the prospects or the target market to whom
the sales letter should be sent

3.PRICE
Mailing should be prepared only after a price for the
commodity is set within which the operation can
expect to show a satisfactory margin of profit

PLANNING A SALES LETTER
Sales letter are prepared according to AIDA plan used for
only persuasive letters.

1. THE FIRST SECTION:ATTENTION LETTER
It must bring importance into the product or service
that the letter is promoting
It must bring reader into picture
Commonly used attention devices are
A piece of genuine news
A personal appeal to readers emotions
A sample of product
A challenge
2.THE MIDDLE SECTION:INTEREST AND
DESIRE BUILD UP
It is that section where you to build up the readers
interest by presenting appeals to convince the
reader to agree to your request

These appeals may be Emotional and Rational
Appeal

Following points should be considered to build interest
and desire of purchaser
A. Emphasizing central selling point

B. Highlighting benefits

C. Talking about price

D. Supporting your claim
3.THE CLOSING SECTION:MOTIVATION
ACTION
Tell the reader specifically what to do
Tell how to do it
Make it easy
Make the price sound right
Urge the reader to do it soon
Closing should be brief,preferably one sentence or
short paragraph
Modern Climate Control Equipments
52,mahatma gandhi road
jaipur

October 29,2011

Dear customer,
YEAR ROUND CLIMATE CONTROL is now available for your
home.Fresh,circulating air keeps your whole house warm in the
winter and cool in the summer.
Your CLIMATE CONTROL package will also include special low gas
rates during summer months for gas used for air
conditioning.And as you know,gas air conditioning is more
dependable and last longer because it has fewer moving parts.
Right now,and during the next few months,installers are not as busy
and can provide you,with fast,dependable service.So think ahead
and let us help you begin planning your own YEAR ROUND
CLIMATE CONTROL now.

Sincerely yours
COLLECTION LETTER
These are written to customers who have not paid
there bills on due date

PURPOSE
1. To collect what is owed
2. To maintain goodwill while collecting what is owed
THE COLLECTION SERIES
In first step there are mainly reminders. the
assumption is that the debtor will pay and company
need only remind them
In second step the companys attitude is that
debtors have to be convinced that they should
pay.the companys goal is to tell the debtors on the
idea of paying, while retaining goodwill
Last stage consist of just one message to convince
debtors that they must pay. As :
Please send us your payment right away or
phone me at 99916123454 to discuss your
situation.We want to help you fulfill your
obligations
STAGES
1.EARLY STAGES
a) Statements: state the amount due, due date, penalties
for late payment and total amount remaining to be paid
b) Reminder messages: if the payment has not been
received within a few days after the due date, send out
a reminder. The tone should not be too serious
c) Mild message: do not assume that delay is oversight,
rather assume that some unusual circumstance is
preventing payment
MIDDLE STAGE
The purpose here is to convey your desire to collect
the overdue payment immediately and your
willingness to get serious

At this stage a telephone call backing up your
written message may also get a promise to pay
LAST STAGE:ULTIMATUM
First write a letter in polite tone narrating the efforts
which have been made so far to collect the claim.
Issue an ultimatum and words of consequences
which debtor has to face in case of non compliance.
If a letter like this not yield results the only
remaining remedy is actually to begin legal
collection procedures.
THANK YOU