Employees and clients will scrutinize every speech you give and email you compose.

If you communicate well, you gain respect. If you convey a message poorly, you undercut your effectiveness.

Below are three email situations where leaders can shine if they use their words the right way.

1. How to share bad news

Scenario: Company unable to issue bonuses after a slow Q3.

Subject line: Update on bonuses for Q4 2017

Hi team,

I want to give you an update on bonuses for Q4 2017. We did not meet our planned billing for the quarter and for that reason are unable to issue bonuses.

I know the news is disappointing because we all had high expectations for the last quarter. I believe our total billable hours were down because of vacation time and increased bench time waiting on client staffing and projects to start.

All that being said, we’re off to a strong start this year. Our sales staff has added five new clients since February. We have also found new staffing and projects for existing staff that rolled off staffing engagements in the middle of Q4 last year.

I am confident in a strong 2018 Q1. And I believe we will again hit our targets and find our stride.

If anyone has questions, please reach out to me directly.

Thanks for all your hard work,

• Leader’s first name

Deeper Insight

The biggest takeaway from the email above? The leader shares the “bad news” right away — in the email’s subject line and opening line.

Employees don’t need to read the entire message to find out they won’t receive bonuses. It’s weak, ineffective leadership to hide the main point at the bottom of the email. Come out and explain the situation right away. In short: own it.

The leader also explains why there are no bonuses. Again, it would be incomplete to tell employees, “Sorry, no bonuses,” but then not explain why. People can accept bad news, but what often drives them crazy is no explanation or context around the decision.

Lastly, the leader allows people to “reach out to me directly.” The open-door policy will build trust with employees and maintain strong lines of communication.

2. How to see feedback before a major decision

Scenario: Weighing the decision to enter a new business vertical

Subject line: Team meeting invitation to discuss new business vertical

Hi team,

Based on strong (and unexpected) sales of our Acme chocolate bars from local hardware stores, we now plan to roll out a strategy to target similar stores in other markets for 2018.

Before we go too far down the road, I welcome everyone’s feedback on the best ways to tackle the new opportunity.

The managers will have a team meeting on hardware stores on Monday, April 2 at 2 p.m. in the conference room. If you can join us, we welcome your input.

Thanks,

• Leader’s first name

Deeper Insight

The biggest takeaway? The leader does not ask for feedback over email. Inevitably, the responses will become a big, ugly chain that’s impossible to sift through and then draw any firm conclusions.

Instead, the leader invites employees to a conversation on the topic which will foster healthy discussion and ensure all voices are heard.

And on a deeper level, the invitation implies, “I respect the viewpoints of every member of my team and want each of us to feel some degree of ownership about the direction of our company.”

Empower employees so they feel part of the process. That’s true leadership.

3. How to congratulate a client on a recent success

For the final email template, let’s explore an external communication strategy. Here, the leader congratulates a client and, at the same time, demonstrates to employees how you nurture a client relationship.

In this scenario, imagine the leader emails the client and also cc’s his/her team members who also work on the client account. The leader’s company provides the client with IT services.

Scenario: Praise a client for winning top honors at a recent industry conference for having an environmentally friendly workplace.

Subject line: Congrats on the Environmental Association Innovation Award

Hi Carol,

On behalf of Tech Corporation, we want to send along a big congratulations. We heard Acme Corporation took home top honors at the recent Environmental Association Innovation Awards.

We’ve all been to Acme’s Atlanta location and seen firsthand how much your company values a “green” workplace — especially the roof that collects and repurposes rainwater.

Again, congrats on the honor, and I hope it helps Acme gain even more visibility and recognition in the months ahead.

• Leader’s first name

Deeper Insight

Does the environmental award have anything to do with Tech Corporation providing IT services? Not really.

And that’s the point — to go out of your way and congratulate a client just because. Selflessness makes the world go ‘round.

And notice the specifics in the message:

We’ve all been to Acme’s Atlanta location and seen firsthand how much your company values a “green” workplace — especially the roof that collects and repurposes rainwater.

The leader didn’t say “Great job” and end the message. The person gave a clear example of why he/she respects Acme’s commitment to the environment.

Remember, the leader’s employees also received this email so they can understand how you go out of your way to compliment a client and, in doing so, strengthen the business relationship.