Goodwill Messages
Goodwill messages are as essential to healthy professional relationships as they are in personal ones. Thank you, congratulatory, and sympathy notes add an important, feel-good human touch in a world that continues to embrace technology that isolates people while being marketed as a means of connecting them. The goodwill that such messages promote makes both sender and receiver feel better about each other and themselves compared with where they’d be if the messages weren’t sent at all. In putting smiles on faces, such notes are effective, especially because many people don’t send them—either because they feel that they’re too difficult to write or because it doesn’t even occur to them to do so. Since praise for some can be harder to think of and write than criticism, a brief guide on how to do it right may be of help here.
5S Principles of Goodwill Messages
Whether you’re writing thank-you notes, congratulatory messages, or expressions of sympathy, follow the “5 S” principles of effective goodwill messages:
- Specific: Crafting the message around specific references to the situation that it addresses will steer such messages away from the impression that they were boilerplate template statements that you plagiarized.
- Sincere: A goodwill message will come off as genuine if it’s near to what you would say to the recipient in person. Avoid cliché Hallmark-card expressions and excessive formality such as It is with a heavy heart that I extend my heartfelt condolences to you in these sad times.
- Selfless: Refer only to the person or people involved rather than yourself. The spotlight is on them, not you. Avoid telling stories about how you experienced something similar in an attempt to show how you relate.
- Short: Full three-part messages and three-part paragraphs are unnecessary in thank-you notes, congratulatory messages, or expressions of sympathy, but appropriate in recommendations that require detail. Don’t make the short length of the message deter you from setting aside time to draft it.
- Spontaneous: Move quickly to write your message so that it follows closely on the news that prompted it. A message that’s passed its “best before” date will appear stale to the recipient and make you look like you can’t manage your time effectively (Guffey et al., 2016, p. 144).
Types of Goodwill Messages
THANK-YOU NOTES
In the world of business, not all transactions involve money. People do favours for each other, and acknowledging those with thank-you notes is essential for keeping relations positive. Such messages can be short and simple, as well as quick and easy to write, which means not sending them when someone does something nice for you appears ungrateful, rude, and inconsiderate. Someone who did you a favour might not bother to do so again if it goes unrecognized. Such notes are ideal for situations such as those listed in Table 28.1:
Common Reasons for Expressing Thanks in Professional Situations
| Sender | Recipient | Favour |
| Employer | Employee | The employee went above and beyond the call of duty, perhaps under exceptionally difficult circumstances. |
| Employee | Employer | The employer gave the employee an opportunity for promotion. |
| Employee | Coworker | The employee mentored the co-worker so that the latter looked good to customers and management. |
| Applicant | Employer | The employer is considering hiring the job applicant, who sends a thank-you message within 24 hours after a job interview. |
| Applicant | Previous employer | The job applicant sends their previous employer a thank-you note for endorsing them as a reference. |
| Business | Customer | The customer ordered products or services. |
| Business | Customer | The customer complained about the service, enabling the business to improve and better meet customer expectations. |
| Business | Another business | One business endorsed another, directing customers their way. |
| Customer | Employee | The employee (e.g., restaurant server) demonstrated exceptional customer service, perhaps under difficult circumstances. |
| One person | Another | One person’s act of kindness, including kind words said or sent, gifts given, or hospitality extended, was appreciated. |
In most situations, email or text is an appropriate channel for sending thank-you messages. In fact, sending a thank-you note within 24 hours of interviewing for a job is not just extra-thoughtful but close to being an expected formality. To stand out from other candidates, hand-writing a thank-you card in such situations might even be a good idea.
Following the 5S principles of goodwill messages, a typical thank-you email message for a favour might look like the following:
Notice that this message is short, specific to the situation that prompted it, sincere, relatively selfless, and spontaneously sent the day of the incident that prompted it. It would certainly bring a smile both to the recipient and sender, strengthening their professional bond.
CONGRATULATORY MESSAGES
Celebrating the successes of your professional peers shows class and tact. It’s good karma that will come back around as long as you keep putting out positive energy. Again, the 5 S’s apply in congratulatory messages, especially selflessness. Such messages are all about the person you’re congratulating. You could say, for instance, I really admire how you handled yourself with such grace and poise under such trying circumstances in the field today.
EXPRESSIONS OF SYMPATHY
Few situations require such sincerity and care with words as expressions of sympathy. Misfortune comes upon us all, and tough times are just a little more tolerable with the support of our friends, family, and community—including those we work with. When the loved-one of a close associate dies, for instance, expressing sympathy for their loss is customary, often with a card signed by everyone in the workplace who knows the bereaved. You can’t put an email on the mantle like you can a collection of cards from people showing they care.
What do you say in such situations? A simple I’m so sorry for your loss, despite being a stock expression, is better than letting the standard Hallmark card’s words speak for you (Guffey et al., 2016, p. 147). In some situations, laughter—or at least a chuckle—may be the best medicine, in which case something along the lines of Emily McDowell’s witty Empathy Cards would be more appropriate. McDowell’s There Is No Good Card for This: What to Say and Do When Life Is Scary, Awful, and Unfair to People You Love (2016) in collaboration with empathy expert Kelsey Crowe, PhD, provides excellent advice. Showing empathy by saying that you know how hard it can be is helpful as long as you don’t go into any detail about their loss or yours. Remember, these messages should be selfless, and being too specific can be a little dangerous here if it produces traumatic imagery. Offering your condolences in the most respectful, sensitive manner possible is just the right thing to do.
Replying to Goodwill Messages
It wouldn’t go over well if someone thanked you for your help and you just stared at them silently. The normal reaction is to simply say You’re welcome! Replying to goodwill messages is therefore as essential as writing them. Such replies must be even shorter than the messages that they respond to. If someone says a few nice things about you in an email about something else, always acknowledge the goodwill by saying briefly “Thank you very much for the kind words” somewhere in your response. Without making a mockery of the situation by thanking a thank-you or shrugging off a compliment, returning the love with nicely worded and sincere gratitude is the right thing to do (Guffey et al., 2016, p. 147).
Attribution
This chapter is an adaptation of Goodwill Messages and Recommendations by Confederation College and is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted. You can download this book free at Intercultural Business Communication Copyright © 2021.
