Yes, some organizations are still working with letters – particularly in communicating with customers. This session combines the psychology behind good customer service with the rules for plain language writing. We’ll also explore techniques to project the image of an organized, competent individual working for an organization that treats its customers fairly.
WHO SHOULD ATTEND:
- Anyone whose job requires them to communicate to customers by letter
- Supervisors of staff who write letters
YOU WILL LEARN:
- Techniques to create customer “buy-in”
- Three templates for letters: information, bad news and persuasion
- Project the image of an organization that treats its customer fairly
- Tips for delivering bad news effectively
COURSE OUTLINE
Introduction
- Business writing versus academic writing
- Understanding the needs and wants of today’s readers
- Characteristics of effective letters
Individual Letter Writing Assignment
Plain Language Writing
- Definition of plain language writing versus clear language writing
7 steps for clarity and conciseness
1. Sentence length
- Emphasizing good news/de-emphasizing bad news
2. Word Choice
- Keeping it simple
- Creating empathy
3. Verbs before nouns
- Sounding natural
4. Active versus passive voice
- Delivering the message effectively
5. Connecting words
- Being courteous not curt
6. Parallel flow in sentences and lists
- Improving readability
7. Layout
- Using design techniques effectively
Tone
- Knowing 3 tones every business writer must be able to use: formal, neutral, and warm
- Spotlighting the reader
Letter Organization
- 4 important pre-writing questions
- 3 templates for letters: information, bad news, persuasion (sales)
- Powerful opening lines
- Effective closing lines
- Clichés to avoid
Reviewing and Editing
- 7-point success checker
- Analysis of effective customer letters from other organizations
- Review of earlier writing assignment
METHODS TO BE USED
This is a highly interactive workshop with participants involved in individual and group activities, exercises, and discussions. Questions are welcomed and encouraged.
The writing assignment will be based on case studies developed with the client.