 Assalamu alaikum. Welcome to the virtual university's course on business and technical communication. In this lecture you will learn why you follow the customs of your audience when making direct requests across cultural boundaries. You will also learn how to clearly state the main idea of each direct request that you write and indicate your confidence that the request will be fulfilled. In this lecture you will also learn to provide a sufficient detail for the reader to be able to comply with your request. You will learn to clarify complicated requests with lists and tables and close with a courteous request for specific action. The organization of direct requests is such that you start with stating the request or the main idea. You give the necessary details and you close with a cordial request for specific action. The approach of making direct requests works specially well when your request requires no special tact or persuasion. Basically this means that you as the person who is making the request do not need to persuade the reader to do what you wish them to do but whatever you state will persuade them anyway. For example, if there is something like this, Haji Karimbakhs store managers are certainly interested in helping Levi's increased sales just as distributors are interested in filling an HKB order. Now this is something this is a request but it does not require any special tact or persuasion. It basically talks of filling an order for Karimbakhs but since it is in the interest of both parties Levi's and Karimbakhs there needs to be no special persuasion. People making direct requests may be tempted to begin with a personal introduction. This is not necessary and this approach is not right. When you are making a direct request you do not need to introduce yourself. A better way to organize a direct request is to state what you want in the first sentence or in the first couple of sentences and then let the explanation follow this initial request. There is no need for a personal introduction, rather the introduction should state what is required. The tone of your initial request is very important. You need to soften your request with such words as please and I would appreciate because they will obviously set the tone of your request. If you are too direct too terse then it can put off the audience. So whatever tone you are making is very important and it is important that your tone is right so that the reader does not feel that you are giving them an order rather that you are making a request. Now once you have stated your request in the beginning the middle part of a direct request usually explains the original request. You will assume that your readers will comply once they have understood your purpose. So whatever explanation you will give you will assume that your readers will accept your request and will act upon what you have requested from them. When they will understand what is your last request. So you will explain that request and the assumption will be that when they will understand then they will also accept your request. In the last section of your request you will clearly state the action that you are requesting. Whatever you want your reader to do as a result of your request you will clearly write it so that no doubt that what action you are making. You will close with a brief cordial note reminding the audience of the importance of the request. Now once you have finished you need to take a close look at the three main sections of the direct request. So that you can make sure that there is no ambiguity, there is no confusion and that the three sections are actually cohesive with each other. The main idea of the request is very important because that is basically what will determine the action that is taken at the end. The general rule for the first part of the direct request is to write not the direct request but the direct request. Not only to be understood but also to avoid being misunderstood. Be aware also of the difference between a polite request in question form. There are times when you make a polite request and it is in the form of a question but this does not require a question mark. You are not asking questions but you are requesting but the way it is done is that you will not be asking questions in this case. The second thing is that it is a question which you are asking a question which is a part of a request and you will be asking questions in this case. So if there is a polite request in the form of a question there will not be a question mark but if there is a question that is part of a request then there will be a question mark and we will see what I mean by this. For example, the polite request in question form could be something like would you please help us determine whether Kate Kingsley is a suitable applicant for a position as landscape engineer. Now you will see that the main idea in this sentence is a question but this is a request. That is why the question mark was not applied at the end of the sentence. Whereas the second form would be did Kate Kingsley demonstrate to work smoothly with the client and then the question mark was applied. This is a question which is part of the request. As a result of this question you are asking for a toss answer that is why they have applied a question mark whereas the first form has been requested but it is in the form of a question. You will use a period or a full stop at the end of a request in question form whereas you will use a question mark at the end of a request request that requires an answer in words. So the request that requires action has a full stop whereas a request that requires an answer has a question mark. When we talk of the middle section of a request there needs to be justification, explanation and some details that go in the middle section. In the middle section of a request you will tell your reader what is the benefit of acting on this request and you will give details of your request. The explanation and justification that your request is why it is necessary and why it is beneficial you will also tell and you will also give the details. So you will call attention to the benefits and you will give the details. You will also ask the most important question first then you will ask related, more specific questions. The most important questions in your request you will ask first so that the questions you want to ask directly reach your audience. And then the related questions or requests you will ask later. If you are requesting several items or several answers then you will use a numbered list. You will write every question as a different point. When you prepare questions you will ask only questions that relate to your main request. Don't ask questions that don't relate to your main idea or the main request, the key request that you are making. Don't also ask for information which you can find yourself. Obviously if there is any information which you can find yourself then it is of no use to ask for information from someone else. It is better that you can take the information yourself and first do your background work and then ask for the information from your students. Because if you ask for basic information which you can get yourself then your students will understand that you are wasting their time. So it is important to get the information which you can find, get it yourself. Also you need to make your questions open-ended and objective and deal with only one topic in one question. This is so that your audience finds it easy to answer your questions because they are focused and they are objective and they are only dealing with one topic. When you close your request you should close with a request for some specific response. Clearly identify what response you need and what action you want as a result of your request. Also you should give an expression of appreciation. As we said earlier that you will assume that your students will accept your request. So under the same assumption you will first thank them for their appreciation. Something which shows that you appreciate that they are going to grant your request. You will also give information about how you can be reached. If you have written your request on your letterhead then you will note that you can be contacted at the numbers given above. Or if on the letterhead or on your stationery your contact details are not mentioned then you will specify them within the request and the closing. Now when you are going to be placing orders as part of business communication an important element is the placing of orders. Order letters are like good mail order forms although they also provide more room for explaining special needs. When a mail order form is there then you just have to list whatever you have to order. But an order letter you can also add extra information if you have special needs then you can also write. So when you are placing an order letter then it is very important that the audience is interested in the order letter and your needs are also directly stated. So A, you have to maintain the audience's interest and B, you have to state your needs clearly and directly. When you are placing orders your order letters should start with a phrase which says something like please send the following or please ship and then give details of what it is that you are ordering. Order letters are arranged to document precisely the goods that you want describing them by catalogue number, quantity, name, a trade name, colour size, unit price and the total amount that is due. So you will include all these details or part of these details whichever is relevant within your order letter and you will present the information of items in column form, double spacing between the items and give the total price at the end. When you are placing an order you need to respond to your audience and if you are not certain that your purpose in composing a message is compatible with the audience's purpose you are likely to deliver irrelevant material. So you need to be aware of who your audience is and what their purpose is as well. When you are in your order letter you need to make direct statements of request. Don't use too many passive voices or don't embed your requests within very long sentences. Because if you state your request indirectly then it will not be so clear for the reader what request you are making or what you want. Use wording that indicates an order rather than a request. When you are taking an order letter then you are ordering something. Right, please send me instead of I want or I need. You don't have to show your need or want you have to tell what you want. So as I said you have to give an order not to give a request. I want or I need when you write it doesn't look so polite and it is not so legally appropriate not that it is a form that is written in a business order. You will also open with a general description of your order because you will say what you need you will say please send me and then give a general description of what that is and then the detailed trade name or the brand name or colour size and number etc. In detail in addition to this your middle section will also include further justification, explanation and details. For complex orders you will provide a general explanation of what the request material will be used for. Basically you will justify why you need it. You will provide all specifications you will use a format that presents information clearly and makes it easy to total the amount how many they are how much they will cost. So whatever you write you will use a format that makes things easy to total. That is why as I said earlier write in column form and double spacing between lines double spacing. Also double check the completeness of your order and the total costs. Whatever you have written check it once again that it is not so that there is no indication of a mistake. Another thing that you need to check when you are placing orders is that your closing is courteous and that you are requesting specific action in your closing. Include a clear summary of the desired action. Suggest future reader benefit that your reader the reader what will be the benefit if he will accept your request. What is the benefit for him? Clearly you should know your reader. You will also close on a cordial note and clearly you will state any time limits that apply to your order and explain why they are important. If you want a particular date or time that order to reach you then you will also write what is the time and you will also write why it is important that it reaches you at that time. When you are requesting routine information and action you will say what you want to know why you want to know it and why is it in your reader's interest to help you. First we talked about place direct orders and what are the different sections. Now we will talk about when you need any routine information you are not placing an order you are asking for information. In that you have to tell what information you need why you need it and what will be the benefit that information will give you. If the request is to people inside your company or company insiders then the request can be in memo form since this will provide a permanent record it saves time and also tells precisely what is needed. If you want to request someone in your company then it is better to do it in memo form. Send a memorandum because one thing is recorded and the other is in a permanent record it saves time and it is very precise that the reader immediately knows what is needed. The format of request would be such that the basic request is stated at the beginning there will be again there will be no personal introduction but the basic request will come the next two paragraphs or the next two sections will explain the problem that made the inquiry necessary what was the problem why you need this memo or to ask for this information The final paragraph will request any action that you want and there will be a built in questionnaire that will make the request easy that will make the response easy. So in the end you will tell a specific action and if you need a list of questions that you want that will make the reader easy to answer If your questions are in list form then it will be easy that your questions are hidden in the paragraph form because the reader will not know what kind of questions you want then it will be in list form then you can answer all the questions one by one The memo begins with the central question a little background information to orient the reader what is the background what happened and numbered questions which we talked about earlier so that the readers stay focused and it will be easy for you to tally the answers what you asked and what you answered according to those numbers you will be able to answer There are also specific instructions for replying to the memo which includes a courteous tone and this will help in prompt response and in prompt communication and courteous communication So when you are answering a memo there are some specifications the first thing is that your tone is courteous so that the response you received is also courteous apart from this your writing style you have to accommodate the preferences of the reader by keeping an eye on them for example if you know who wants to read your memo there are some preferences whether they are irritated or they like a particular style then you should keep an eye on them if you are not sending a request to your company then you should keep an eye on their needs keep an eye on their courtesy level and keep an eye on their customs and not keep an eye on your customs when you are making requests you will you can be writing a letter in response to an advertisement or you can be writing a letter or a request to ask for information from people outside of your company if for example you are writing in response to an advertisement then in your letter you will say where you saw the ad specify what you want and you will provide a clear and complete return address when you are sending a letter outside of your company then you should write your own letter so that they know who has sent this letter and if you are sending a letter in response to an advertisement or a job advertisement or a product advertisement or a tender advertisement if you are sending a letter in response to it then you will always write what you want why you have written this letter if the reader is not expecting your letter if they have not submitted a request and you are writing a letter outside of your company and they do not know that your letter will come then you will give some more details obviously if they have submitted a request then they are expecting that a lot of people will write a letter then you do not need to give background information but otherwise background information as well the overall request in such a case will be stated at the beginning it will be phrased politely in question form that requires no question mark as we said earlier that there is a question in the form of request but there is no question mark so you will write like this in which there will be a request in question form but there will be no question mark because you want an action yes or no answer the explanation of the request will keep the reader's attention by hinting at the possibility of future business so in the second section you will give an explanation of the request so that the reader's attention can stay focused on your request and they are also attracted to the potential of more business from you when you give an explanation and your explanation will be good then the reader will be interested in your request otherwise their attention will be somewhere here to avoid burdening the reader with impossibly broad requests the writer should ask a series of specific questions and these questions should be itemized in logical sequence if you put all your requests in a paragraph form then your reader will become too burdened with them and he will not be able to know what you require and he will not be also not be able to start answering your questions so it's always better as I said earlier to put your requests in a logical question form as a list and keep more important items first and then the less important or the related items afterwards to avoid receiving useless yes or no answers you should also you should ask some open ended questions and because obviously if you ask questions which can only end in yes or no answers that might not tell you much so use open ended questions questions which give the reader the possibility of giving you a longer answer in your closing in your Curtis closing again give a time limit by when do you request the action to be taken by when are you expecting a response to your answers you need to specify that whatever your time limit is so that it is clear that this information or your request you want to be completed by a particular date and you will specify it in your closing you can also be making requests to customers and other outsiders requests to customers will often spell out in detail what exactly is needed what you want from your customers and how filling the request will benefit them again you will show them how it is to their benefit if they fulfill the request that you have made finally what you have requested to complete what is the benefit of your customers until they see their benefit they will not act on your request the opening of such a request again states the purpose of the letter in simple reader oriented terms this is what you are writing to your customers most of the time it is not your background if you have technical knowledge it is not necessary so you will write your purpose in simple terms you will also give an explanation of procedures if need be because that also makes things reader friendly it makes your request reader friendly if you are outlining a procedure or if any action that you have requested is complicated then you will give an outline of how to perform that action to make a complex action or a complex procedure easier to understand the reader breaks the directions into clearly defined steps so you will tell the reader what needs to be done first next since routine requests to customers are used to establish communication it is always wise to send a stamped pre-addressed envelope with your communication to ensure that you actually get an answer if you have already sent your name with your request then there is more chance that you will get an answer if you are corresponding to an individual your request may be being read to them and they do not have time to give an answer or they also have a heart but if they are out of their minds then if your self-addressed envelope will be on it then they will not be able to think that we have to post it the opening paragraph of a customer letter should state the reason for the letter it should be a frank request and it should house curiosity and encourage a frank response you can write it openly why are you writing it so that when you write it openly the ones who answer and read it openly will answer you frankly nothing will be hidden the request for action whatever it is that you want them to do should be devised for uncovering any trouble without actually suggesting that they might be trouble if any whatever you are going to take the action you should word it that if in that action there is any problem or problem they will not like it because obviously if you write it before that they will not like it so whatever you think it will be you should phrase it that it will not be difficult the actual request for action is not stated in the beginning or the middle it is left for the end so that it leaves a positive impact and it leaves an impression and the reader can remember what it is that they want it to do if whatever action you are going to take whatever work you are going to do if you will say it in the beginning then they will forget what action you wanted as a result of this request so it is better that whatever action you are going to do write it in the end so that they will remember and have an impression and an impact now there are some things that you need to keep in mind when you are making routine requests and these include in the direct statement of the request you need to phrase the opening preferably we have talked about this earlier you will assume from the beginning that your request the readers will positively respond to it you will also phrase the opening so clearly and simply that the main idea cannot be misunderstood what we have said earlier that your main purpose in the opening will be to understand a main purpose will be that there is no misunderstanding you will write in polite a personal tone and if there are complex requests you will initially have a sentence or two of explanation and then give the complex request possibly also give statement of the problem that the response will solve what it is that how is it that the reader will be helping by taking a particular action that is a complicated request give a little explanation and if there is something that the reader is solving or helping you then how is it that the reader is helping you that the action is being taken for you or do you know so that the reader gets the action quickly you will also justify the request or explain its importance you will explain to the reader the benefits of responding if the reader will know that there is some benefit they will answer faster so that is why it is important to tell them of what benefit they will get you will state the desired action in a positive and supportive manner not in a negative manner or in a dictatorial manner you will not dictate what needs to be done you will not say it in a negative way the desired action in a positive manner in a polite manner you will also itemize the parts of a complex request in a numbered series if there are many questions as I said before you will write them in a list so that it is easy to answer and it is easy to understand if they are in the list of specific questions don't ask questions that you could answer through your own efforts don't ask that question arrange the questions logically whatever is important should come first give questions numbers and be very careful in how you are wording your questions what words are you using to ask questions that is also very important you will number your questions and ask for yes and no answers if there are many replies if you are sending a lot of information and you think a lot of answers then you will keep your questions closed-ended you will number them and you will keep them closed-ended that you will ask for yes and no answers yes or no so that it is easy to tabulate them if you need a lot of information then you will write questions that you get detailed answers and explanations then obviously you will not keep closed-ended questions you will keep open-ended questions so therefore it is important to word the questions to get the type of response you want you should also the kind of language you use in your questions should be such that you are not giving any clues about what kind of answers you want so that your questions will be answered by your students because if this happens then obviously everyone will get the same answer and you will not get the objective answer you should also limit each question to one topic in one question tackle the same topic so that it is not easy to answer people and it is not easy to understand now in your closing the courtesy that you give as a closing you will make your request as easy as possible if your request was complicated then you will simplify it reword it in your closing you will indicate gratitude possibly by promising to follow up in a way that will benefit the reader whatever you thank them you will show your gratitude and then you will also promise that what will be the benefit of your students you will also clearly state any deadlines or time frame and also say why it is important so give a justification of why you feel it is genuinely important for them to reply by a certain date or to take action by a certain date when you are requesting claims and adjustments till now we have talked about requesting letters to customers now we will talk about claims and adjustments if you want to make a formal complaint then that is a claim and if you want to make an adjustment or you have made a claim then you have to settle it first of all you have bought something it was not right then you have to write to the company and complain that it was not right then that is your claim and in return whatever compensation you want your claim settlement or adjustment you are entitled to request an adjustment whenever you receive a product or experience a service that does not live up to your expectations or that does not live up to the supplier's standards obviously if the supplier has made a promise and the thing they have done to you does not reach that standard then you will have a right that you file a claim for that or ask for an adjustment in this way there are some rules some rules first of all the tone is very important you should keep your tone business like and unemotional even if you are very angry or upset at receiving a particular product for example or even if you have a complaint say it or state it in a calm business like unemotional manner in your claim letter explain the problem details what the problem is provide backup information anything that you feel will help the reader in understanding the problem request what specific action you wish them to take what it is that you want done and be prepared to document your claim if you have any documentation for example if you have a warranty letter or if you have any receipts be prepared to send those but remember you need to send photocopies and keep the original documents so that you always have a record now when you are making a direct statement for a claim or adjustment you need to make sure that you write the claim letter as soon as possible after the problem has been identified obviously if you leave it for too long then there is a chance that it will not be dealt with seriously as soon as you find out the problem write a foreign claim letter so that it can be taken immediately and the supplier will take your claim letter seriously obviously if you say for example we bought a TV last year and it has gone bad last year but we are giving you a complaint this year so the supplier will not take it seriously so you need to be prompt you need to state the need for reimbursement or correction of the problem why is it that you feel that you need to be reimbursed what has happened because of which you feel that you need to get your money back or you need to be replaced and also maintain a fair confident factual and unemotional tone whatever you write you should write fair you should also write fairness write about the facts don't write about your emotions that you are so angry but you should write what is the actual inconvenience if your power supply is bad then you should write don't write how much you are sad that you spent so much money buying a TV so there is a difference between fact and emotion write about the facts not about the emotions gain the reader's understanding and to gain their trust it is important to place some part of the product or some aspect of the product or the service given if you have a complaint from that particular supplier there must have been something that you liked about them as well or there must have been something that you liked about the product that is why you bought it so start with giving some positive aspect of that and then give your complaint so that right upfront you are not creating a negative impression of your request present the facts honestly, clearly and politely make don't include threats in your request if you are feeling threatening please eliminate any threats don't include sarcasm exaggeration and hostility make sure that any hostility that you are feeling does not come across in the request make no accusations against any person or company especially if you can't back them up with facts proof do not make any accusations it's very important that you specify the problem clearly for example if your product the product that you bought failed to live up to the standards that were advertised then you need to state that clearly if the product failed to live up to the sales representative's claims then you need to state that clearly if you have made promises then you need to state clearly the promises that were not fulfilled who had promised that he was a salesman or a sales representative who had promised you should state that if the company policy and the products are less than the company then you should state that if the product was defective then you should state that if the customer service was defective then you should complain about the specific problem you don't have to complain about other things because you don't have any problem with that also use a non-argumentative tone to show your confidence in your readers' fairness as we talked about while requesting that you assume that your reader will comply with your request similarly you should use a non-argumentative tone and you should show that you have confidence that your readers will be fair and you will compensate the problems if necessary refer to documentation which could be invoices, cancelled checks, receipts, confirmation letters etc but remember to mail only photocopies and keep the originals yourself ask the reader to propose a fair adjustment if it's appropriate and do not return any defective merchandise unless you have been asked to do so so once you first you need to give your request for claim and then if the supplier asks you to return the merchandise then return it also if appropriate present your idea of fair settlement if you think that a specific action needs to be taken which would be fair as an adjustment then present that idea it could be something like a credit against your next purchase or it could be you could want full or partial refund of the money that you have paid or replacement of the defective merchandise or performance of services as originally contracted you could ask them to give you the service again or repair of the defective merchandise whatever it is if you find that it's appropriate you can state whatever action you want taken in this case whatever you want to take your claim your problem you can suggest that if the company agrees then they will take that action also try to avoid uncertainty or vagueness that might permit the adjusters to prolong the issue or to propose a less than fair settlement be very focused in what you want out of that settlement if you leave the vague or open ended then one of them is that the suppliers or adjusters from whom you are taking the claim you can extend the issue there will be a lot of letters in the back there will be a lot of times or they will give you such a settlement which you will not find fair that is why it is better to be concise to be clear that what you are trying to do with that your objective is to get your money back your objective is to replace things your objective is to get that service again etc close with a request for the specific action re-highlight your specific action that you want summarize the desired action because you have stated it earlier as well simplify the compliance with your request by including your name, address phone number if necessary give area code and hours of availability give all your details so that there is no confusion so that the person who is going to read the adjusters cannot say that we cannot contact you or we had to ask more questions that is why this series has been delayed where can you contact and what time can you contact also again note how complying with your request will be of benefit to the reader tell the company that when they will settle your claim what is the benefit for them for example if you want to tell them about the goodwill point out the first step in requesting credit for an application form so if you want to get credit on your next purchase if you want them to keep the money that you have given but adjust it against your next purchase and ask them to send you an application form to adjust the credit the second step is to supply the necessary information if in your letter of complaint or adjustment or order letter if you are requesting for credit then you need to request for an application form as well the letters are often combined with the request for credit as well so you need to keep that in mind as well that with a lot of your requests you will need to make routine credit requests also the main idea of a credit request is tied in with the statement implying reader benefit if you are making a credit request the main idea is that you want to show your reader how it benefits them that you have bought or bought something but you will get the money later so you also have to show what benefits they have maybe the advantage is that they will get continued business from you the background details of the business are necessary if credit is to be granted obviously the creditors need to see who you are, what your background is if they are to grant you any credit as I said earlier the possibility of continuing order is another reader for the reader to grant credit so that is another that is something that will attract them to you and that is why they will grant credit to you because they feel that you will give them continued orders request for credit is supported by documentation you will need to give whatever documentation you feel is necessary so that the creditors can be sure that you are a solid company or a party the request for credit will also adopt a confident tone as with other requests you will show that you are confident that your request will be met and it will hint at future businesses to maintain some kind of goodwill so in this lecture you learnt why you follow the customs of your audience when you are making direct requests across cultural boundaries or outside of your company you learnt how to clearly state the main idea of each direct request that you write and that you need to indicate your confidence that your request will be met you also learnt how to clarify complicated requests with lists and tables and that you need to close with a courteous request for specific action if you have any queries please feel free to email me until next time, Allah Hafiz