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Power Sales Writing by Sue Hershkowitz-Coore

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CHAPTER 17WRITE “BAD NEWS” MESSAGES—AND KEEP CUSTOMERS HAPPY

Great leaders are always great simplifiers who can cut through argument, debate and doubt to offer a solution everyone can understand.

COLIN POWELL, FORMER U.S. SECRETARY OF STATE

Hostile readers. What an unsavory way to describe those people whom you’ve disappointed, frustrated, aggravated, and, in general, annoyed (through real or imaginary actions) to such a degree that when they receive an e-mail from you, they read it with a chip on their shoulder and their finger hovering over the Delete button.

Hostile readers can be those customers to whom you promised absolute on-time delivery of their printing job, but you experienced a major press breakdown, so they had to leave for the ...

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