Following up a phone call with a letter not only produces a record of the call but also promotes goodwill. Revealing bad news immediately shows sensitivity to your reader. No matter how clever the strategy, a bad-news letter will fail if the reasons for the bad news are not convincing.
Many readers resent being told that the bad news is simply due to company policy.
When you must refuse a request, it is sometimes possible to offer an alternative, substitute, or compromise. It is never appropriate to include resale or sales promotion material in a negative news letter. It is a good idea to apologize for the refusal in the closing of the letter. The indirect strategy is always more effective than the direct strategy for communicating negative news. The ability to persuade is a trait important only for those who want to become managers and executives.