Write two different messages to a customer who had a bad experiences in your restaurant. the first letter should be a positive writing example and the second should show poor writing skills.

1. Clear

Use simple, plain English. No jargon. Use headings and bullet points, so that the content is easy to follow and read.

2. Credible

Make sure there are no typos and all the provided information is “correct”. But the letter should also look and read the part – it should “look and sound like your brand.”

3. Answered

Answer all the questions that have been asked (and any that may come after). Get to the point quickly, as that’s the best way to reduce frustration and repeat contacts.

4. Tone

Using the right tone, that fits the reader (or customer) and the reason you’re contacting them. We expect the tone used in an apology letter to be different from the tone used in a special-offer email.

Fran also recommends that you “keep it personal and human and consider if a letter or email is really the right medium. Sometimes a quick, good-old-fashioned call works best.”