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Planning Business Messages
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Effective Business Messages
Purposeful Audience-centered Concise
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Three-Step Writing Process
Planning Writing Completing
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Analyze Your Purpose General Specific Inform Persuade Collaborate
Realism Timing Delivery Acceptability
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Develop an Audience Profile
Identify primary audience Determine size Determine composition Gauge level of understanding Project expectations and preferences Estimate probable reaction
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Gather Information Formal sources Opinions of others Interviews
Company files Employees or customers Audience input
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Provide Information Accurate Complete Ethical Pertinent
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Business Communication Channels and Media
Oral channel Written channel
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Selecting the Best Channel and Medium
Style and tone Feedback Time Cost Audience
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Relating to the Audience
Use the “you” attitude Emphasize the positive Establish credibility Be polite Use bias-free language Project company’s image
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The “You” Attitude Instead of This Use This Instead of This Use This
To help us process this order, we must ask for another copy of the requisition. So that your order can be filled promptly, please send another copy of the requisition. Instead of This Use This You should never use that type of paper in the copy machine. That type of paper doesn’t work very well in the copy machine.
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Emphasize the Positive
Instead of This Use This It is impossible to repair your vacuum cleaner today. Your vacuum cleaner will be ready by Tuesday. Instead of This Use This Cheap merchandise Toilet paper Elderly person Bargain prices Bathroom tissue Senior citizen
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Establish Credibility
Show understanding Explain credentials Avoid exaggerating Believe in yourself
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Be Polite Instead of This Use This Instead of This Use This
You really fouled things up with that last computer run. Let’s review what went wrong so that the next computer run goes smoothly. Instead of This Use This You’ve been sitting on our order for two weeks. We need it now! We are eager to receive our order. When can we expect delivery?
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Bias-Free Language Gender Race or ethnicity Age Disability
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The Company’s Image Be a spokesperson Convey the right impression
Minimize your own views Maximize company interests
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Writing Business Messages
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Three-Step Writing Process
Planning Writing Completing
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Organizing the Message
Writer benefits Save time Facilitate feedback Manage the project Audience benefits Promote understanding Boost acceptance
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Defining the Main Idea General purpose Specific purpose Basic topic
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Limiting the Scope Main idea Space Time Length Detail Major points
Evidence
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Outlining Your Points Use numbers Indent points to show status
Divide topics into at least two parts Use one category per subdivision Make each group separate and distinct
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Common Outline Form Alphanumeric Decimal First Major Part
First subpoint Second subpoint Evidence Third subpoint Second Major Point 1.0 First Major Part 1.1 First subpoint 1.2 Second subpoint 1.2.1 Evidence 1.2.2 Evidence 1.2.3 Third subpoint 2.0 Second Major Point 2.1 First subpoint 2.2 Second subpoint
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Sequencing the Message
Direct approach Deductive Indirect approach Inductive
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Composing Business Messages
Controlling style and tone Writing effective sentences Writing coherent paragraphs
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Control Style and Tone Avoid obsolete language Avoid intimacy
Avoid humor Avoid preaching or bragging Write in plain English
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Balance Your Writing Style
Abstract words Intellectual Academic Philosophical Conceptual Concrete words Direct Material Exact Tangible
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Finding Words that Communicate
Choose strong words Prefer familiar words Avoid clichés Minimize jargon
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Writing Effective Sentences
Types of sentences Simple Compound Complex Compound-complex
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Effective Sentence Style
Stress key relationships Emphasize important ideas
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The Active Voice Avoid Passive Voice in General
There are problems with this contract. It is necessary that the report be finished by next week. Use Active Voice in General This contract has problems. The report must be finished by next week.
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The Passive Voice Sometimes Avoid Active Voice
You lost the shipment. We have established criteria to evaluate capital expenditures. Sometimes Use Passive Voice The shipment was lost. Criteria have been established to evaluate capital expenditures.
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Coherent Paragraphs Length and form Development Unity and coherence
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Paragraph Development
Illustration Comparison and contrast Cause and effect Classification Problem and solution
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Frequently Used Transitions
Additional Detail Causal Relationship Comparison Contrast Illustration Time Sequence Summary Moreover, furthermore, in addition Therefore, because, since, thus Similarly, likewise, still, in comparison Whereas, conversely, yet, however For example, in particular, in this case Formerly, after, meanwhile, sometimes In brief, in short, to sum up
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Completing Business Messages
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Three-Step Writing Process
Planning Writing Completing
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Revise for Effectiveness
Content Organization Style Tone
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Revise for Clarity Break up overly long sentences
Rewrite hedging sentences Impose parallelism Correct dangling modifiers
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Revise for Clarity Reword long noun sequences
Replace camouflaged verbs Clarify sentence structure Clarify awkward references Moderate your enthusiasm
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Revise for Conciseness
Delete unnecessary words and phrases Shorten long words and phrases Eliminate redundancies Recast “It is/There are” starters
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Produce Your Message Document design Graphics and hypertext
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Design Elements White space Margins Justification Typefaces
Type styles
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Effective Document Design
Consistency Balance Detail Restraint
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Improve Your Documents with Computers
Revision tools Spell checker Thesaurus Grammar checker
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Graphics, Sound and Hypertext
Presentation software Overhead transparencies Computerized slide shows Graphics software Simple diagrams and charts Complex graphical designs
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Proofread the Message Overall format Grammar, usage, and punctuation
Spelling errors and typos Missing material Design errors
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Proofreading Pointers
Make multiple passes Use perceptual tricks Obtain impartial reviews Distance yourself Be vigilant Stay focused Practice caution
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Working with Letters, Memos, and E-Mail Messages
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Sending Letters, Memos, and E-Mail
Audience Format Readability Strategy
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Communication Internal External Understand the organization’s mission
Identify potential problems React to changes External Cultivate an impression Respond to crises Gather information
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Format Differences Audience Types of messages Internal External
Letters Memos
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Format for Business Letters
Letterhead stationery Date Inside address Salutation The message Complimentary close Signature block
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Format for Memos Memo title Headings The message
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Format for E-Mail Headings Salutation The message Complimentary close
Signature block
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Improving Readability in Short Messages
Vary length of sentences Shorten paragraphs
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Using Lists and Bullets
Sequence your ideas Boost visual impact Highlight key points Simplify complex subjects Help readers skim the text
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Headings and Sub-Headings
Types of headings Informative Descriptive Functions of headings Organization Attention Connection
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E-Mail Readability Subject lines Easy-to-follow messages
Personalized messages
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Etiquette Practice courtesy Send brief Compose carefully
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Practice Courtesy Compose offline Know the audience Clarify time zones
Avoid flaming Limit messages Respect cultures Observe schedules Prioritize
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Send Brief Narrow scope Short messages Concise statements
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Compose Carefully Reply with care Understand “cc” and “bcc” fields
Slow down Reread and edit
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Categories of Messages
Routine, good-news, goodwill Bad-news Persuasive
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Writing Routine, Good-News, and Goodwill Messages
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The Three-Step Process
Planning Writing Completing
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Routine Requests Make your request Justify your request
Conclude your message
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State Your Request Use a courteous tone Be specific and precise
Assume reader compliance Avoid personal introductions Use questions and polite requests
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Justify Your Request Explain the request Offer reader benefits
Ask questions
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Conclude Your Message Request specific action
Provide contact information Promote goodwill
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Types of Routine Requests
Business orders Information and action Claims and adjustments References and recommendations
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Business Orders State your request Clarify the order
Provide shipping information
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Action and Information
State why you are writing Explain the request Ask for specific action
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Claims and Adjustments
State the problem Support your assertions Propose a solution
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References and Recommendations
State the request Provide a résumé Say “Thank You”
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Routine Replies and Positive Messages
Impart information Answer questions Provide details Promote goodwill
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The Direct Approach Main idea Relevant details Cordial close
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Types of Routine Replies and Positive Messages
Requests for action and information Claims and requests for adjustments Recommendations and references Messages that promote goodwill
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Action and Information
Be prompt Be gracious Be thorough
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Claims and Requests for Adjustment
Who is at fault? The company The customer A third party
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References and Recommendations
Be forthright Be specific Stick to the facts Avoid value judgments
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Goodwill Messages Congratulations Appreciation Condolences
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Writing Bad-News Messages
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The Three-Step Process
Planning Writing Completing
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Strategies for Bad-news Messages
Convey the message Gain acceptance Maintain goodwill Promote a good corporate image Minimize future correspondence
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Audience-Centered Tone
The “You” attitude Positive wording Respectful language
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The Direct Approach State the bad news Give reasons
End with a positive close
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The Indirect Approach Begin with a buffer Follow with reasons
State the bad news End with a positive close
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Begin With a Buffer Sincere Relevant Not misleading Neutral Respectful
Succinct Assertive Brief
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Provide Reasons That Support the Refusal
Cover positive points Provide relevant details Highlight benefits Minimize company policy Avoid apologizing
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State the Message De-emphasize the bad news
Use a conditional statement Focus on the positive Avoid blunt language
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Close With Confidence Maintain a positive tone
Limit future correspondence Be optimistic about the future Remain confident and sincere
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Writing Bad-News Messages
Routine requests Organizational news Employment information
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Routine Workplace Requests
Business information Invitations and favors
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The Status of Orders Ship either part or none of the order
Work toward an eventual sale Communicate clearly Be confident and optimistic
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Claims and Adjustments
Things to employ Courtesy and tact Indirect approach Understanding Alternatives Things to avoid Accepting blame Accusations Negative language Defamation
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Organizational News Bad news about products
Bad news about company operations
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Letters of Recommendation
Requested by businesses Be direct State facts Requested by individuals Practice diplomacy Consider feelings
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Employment Applications
Use the direct approach State reasons clearly Suggest alternatives
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Performance Reviews Review the job requirements Provide feedback
Develop a plan of action
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Negative Performance Reviews
Confront the problem Plan the message Maintain privacy Focus on the problem Obtain commitment
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Writing Persuasive Messages
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Three-Step Persuasion Process
Planning Writing Completing
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Analyze Your Purpose Clear Necessary Appropriate
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Gauge the Audience Demographics Psychographics Gender Income Education
Personality Attitudes Lifestyle
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Considering Cultural Differences
Individual differences Organizational differences
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Establishing Credibility
Facts Sources Expertise Common ground Enthusiasm Objectivity Sincerity Trust Good intentions
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Setting Ethical Standards
Provide information Boost understanding Promote free choice Avoid manipulation
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Writing Persuasive Messages
Approach Direct (deductive) Indirect (inductive) Important Elements Define the main idea Limit the scope Group major point
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Completing the Message
Evaluate the content Revise for clarity and conciseness Proofread the message Evaluate design and delivery
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Logic and Emotions Promote action Understand expectations
Overcome resistance Sell your point of view
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The AIDA Plan Attention Interest Desire Action
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Persuasive Requests Action requests Claims and adjustments
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Requests for Action Gain attention Use facts, figures, and benefits
Request some specific action
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Claims and Adjustments
State the problem Review the facts Motivate the reader Make your request
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Sales and Fundraising Messages
For-profit organizations Not-for-profit organizations
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Sales Message Strategies
Emphasizing selling points Stressing benefits Remembering legal issues
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Sales Message Strategies
Using action terms Talking about price Supporting your claims
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Getting Attention News items Features and benefits
Numbers or questions Shared traits Product samples Emotions or values Stories and illustrations Challenges Solutions
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The Central Selling Point
Study the competition Know the product Analyze the audience
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Increasing Desire Stress the main benefit Refer to other benefits
Provide essential details
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Motivating Action Explain the next step Create urgency
Use a post script Apply good judgment
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Writing Fundraising Messages
Analyze the audience Study the competition Clarify benefits Keep the message personal
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Strengthening Fundraising Messages
Clarify your needs Write concisely Include reply forms Use versatile enclosures Interest readers Use plain language Offer an opportunity Make it hard to refuse
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Understanding and Planning Business Reports and Proposals
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Reports and Proposals Guide decisions
Comply with government regulations Gain acceptance of others Monitor and control operations Implement policies and procedures Document results
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Classifying Reports Source Frequency Audience Length Intent
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Informational Reports
Monitor and control operations State policies and procedures Comply with government regulations Document progress on projects
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Analytical Reports Problem-solving reports Business proposals
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Solving Problems Troubleshooting reports Feasibility reports
Justification reports
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Writing Proposals Internal External Solicited Unsolicited
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Three-Step Writing Process
Planning Writing Completing
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Planning Reports Analysis Investigation Adaptation
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Analyzing the Situation
Informational reports Analytical reports
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Defining the Problem What needs to be determined?
Why is this issue important? Who is involved in the situation? Where is the trouble located? How did the situation originate? When did it start?
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Writing a Purpose Statement
Analytical Analyze Evaluate Recommend Informational To summarize To explain To submit
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Drafting a Preliminary Outline
Descriptive (Topical) Informative (Talking) I. Industry Characteristics A. Annual Sales B. Profitability C. Growth Rate 1. Sales 2. Profit I. What is the nature of the industry? A. What are the annual sales? B. Is the industry profitable? C. What is the growth pattern? 1. Sales growth? 2. Profit growth?
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Preparing the Work Plan
State the problem State the purpose and scope Discuss tasks to be accomplished Review final products or outcomes Review schedules and requirements Set follow-up plans Compose a working outline
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Business Information on the Internet
Internet public library Company Websites News release sites
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Searching Databases Use multiple search engines
Replace concepts with key words Use variations of search terms Specify phrases and key words Refine searches as needed
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Sources of Primary Information
Documents Observations Experiments
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Effective Surveys Provide clear instructions Use short questionnaires
Seek easy-to-analyze questions Avoid leading questions Ask one thing at a time Pretest all questionnaires
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Effective Interviews Plan the interview Prepare questions
Prioritize questions Don’t ask too many questions Edit the questions Process information
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Documenting Sources Copyrighted material General knowledge
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Interpret Your Findings
Conclusions and recommendations Assumptions Facts Judgment Values
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Writing and Completing Business Reports and Proposals
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Three-Step Writing Process
Planning Writing Completing
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Organizing Reports and Proposals
Format Length Order Structure
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Selecting Format and Length
Preprinted form Letter Memo Manuscript
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Choosing an Approach Direct approach Indirect approach
Receptive audience Open-minded audience Indirect approach Skeptical audience Hostile audience
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Structuring Informational Reports
Importance Sequence Chronology Spatial orientation Geography Category
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Structuring Analytical Reports
Audience members Receptive Skeptical Focus Conclusions Recommendations Logical arguments
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Structuring Proposals
Solicited (direct approach) Receptive audience Recognized problem Identified solution Unsolicited (indirect approach) Skeptical audience Unrecognized problem Proposed solution
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Selecting Visual Aids Tables Line or bar charts Pie or area charts
Pie charts Line or dot charts Maps Flow charts
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The Parts of a Table Single Column Head Single Column Head
Multicolumn Head* Stub head Subhead Subhead Row head Subhead Total XXX XX XXX XX XX Source: (In the same format as a text footnote). *Footnote (for explanation of elements in the table).
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Preparing Tables Use common, clearly identified units
Use the same units for all items in columns Label column headings Separate rows and columns Document data sources
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Using Line and Surface Charts
Show changes Indicate relationships
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Using Bar Charts Compare items Show changes Indicate relationships
Show relative sizes
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Using Pie Charts Limit the number of slices Arrange slices clockwise
Use a variety of colors Show numbers or percentages
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Illustrating Relationships
Organization charts Positions Units Functions Flow charts Processes Procedures Sequences
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Using Computers to Create Visuals
Advantages Speed Accuracy Versatility Challenges Training Artistic skills Time requirements
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Composing Reports and Proposals
Text and content Degree of formality Time perspective Navigational clues
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Successful Reports Accurate Complete Balanced Structured Documented
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Successful Proposals Demonstrate your knowledge
Provide concrete examples Research the competition Prove that your proposal is workable Adopt a “you” attitude Package your proposal attractively
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The Introduction Context or problem Subject or purpose Main ideas
Overall tone
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The Body Chapters Present Analyze Interpret Support
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The Closing Section Emphasizes main points Summarizes benefits
Reinforces structure Brings together action items
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Additional Report-Writing Tasks
Formality Time frame Overall structure
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Completing Reports and Proposals
Revising Producing Proofreading
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Components of Formal Reports
Prefatory parts Text of the report Supplementary parts
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Prefatory Parts Letter of authorization Cover page
Letter of acceptance Title fly or title page Synopsis or abstract Table of contents Letter of transmittal Executive summary
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Text of the Report Introduction Body Closing
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Supplementary Parts Appendixes Bibliography Index
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Components of Formal Proposals
Cover Title fly Title page Table of contents List of illustrations Proposal request Executive summary Letter of transmittal
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Text of the Proposal Introduction Body Closing
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