The 'No' Problem.

Jim Jacoby, an independent consultant who teaches at Florida Gulf Coast University and Edison Community College, answers:

Giving bad news-especially in the first paragraph of a letter or e-mail-can be devastating to a person's ego, especially when he or she is expecting a positive response. To help soften the blow of bad news, consider these five points when writing a "no" message.

• Begin with a "buffer" paragraph. Open your letter or e-mail with a neutral statement, such as "Thank you for asking about . . ." That's a lot less harsh than saying "I'm sorry, but we can't . . ."

Say you're a marketing manager for a residential community. A potential home-buying couple writes for information about purchasing a home in your community. You provide the necessary financial forms for them to complete, and ultimately learn they would not be able to handle their monthly payments. Your opening paragraph might be: "Thank you for your application to purchase a home in Pristine Meadows."

• Be "humanistic" when you tell why you must say "no." In the second paragraph, provide the reasoning behind the decision. But, consider beginning your explanation with a statement such as, "As much as we'd like to . . ."

In our example, you might write: "As much as we'd like to approve your application, your financial records indicate you would not be able to handle both your monthly mortgage and association payments." Then spell out the financial information.

• Suggest an alternative and offer future assistance. To avoid losing a potential sale from this couple, you might suggest they consider a less-costly community available from your corporation. For example: "There's still hope for you, however, in finding a home with many benefits as those of Pristine Meadows. Our corporation-ABC Communities-builds similar homes for which you can qualify in such communities as Seashore Glades and Grapefruit Gardens. I've taken the liberty of enclosing brochures describing the beautiful homes in these outstanding communities."

If the couple is still stuck on Pristine Meadows, you might offer future assistance by saying: "Should your goal still be to purchase a home in Pristine Meadows, we would warmly welcome you should your financial situation eventually meet our minimum requirements."

• Never apologize for something over which you have no control. You don't have to say you're sorry for not giving something that your reader has asked for, but you can't deliver.

• End on a positive-or at least neutral-note. Show appreciation for your reader's interest and always include your phone number in your text, even though it may be printed at the top or bottom of your letterhead. End your message with something like: "We appreciate your interest in an ABC Communities home. Should you wish any additional information, please call me at (xxx) xxx-xxxx."

Jacoby has more than 35 years' experience in writing, editing, publications management, consulting and teaching. President of Management Communications Consultants in Estero, he teaches more than 50 business writing seminars annually.

Q: How do I recruit the best talent to our area and my business? Charlotte Mack King, CEO of Resource Innovations, suggests:

Consider recruiting employees in the same way you seek customers or clients to your business. Advertise for your position as you would a new product or service. What could you say in your ads that would immediately gain the interest of the reader? We are keenly aware that our marketplace is full of talented people. Some of the talent you seek may be employed and living in another part of the state or country. What can you offer that would interest them in considering a move to work with your company?

• Emphasize the advantages of Southwest Florida. Remember to include multiple draws such as climate, education, diverse cultures, philanthropic opportunities and lifestyle.

• Create an image of your company as one at which candidates would wish to enthusiastically apply. What makes your company stand out? You may offer growth opportunities, competitive compensation and benefit packages, travel opportunities, excellent working conditions, telecommuting, educational incentives and bonuses. Other important considerations for prospective employees: a collegial and flexible workplace, communications integrity, clear rewards and accountability, satisfaction with direct supervisor, time off/flextime, work/family balance and job enrichment.

• Make a great first impression on your candidates. Be responsive and timely. Be professional and engaging. Be respectful of a candidate's schedule and travel requirements. Communicate clearly. Little things such as accurate directions, ability to connect quickly in case of emergency, or ease of arranging transportation, will all be used when a distance candidate assesses your company as the employer of choice.

Create and convey a message that your company is the best to attract the talent you seek to retain. Remember, your company has much to offer.

King, a 30-year human resource consultant and confidential HR adviser, maybe reached at (239) 936-3903 or CKing@resourceinnovations.com.