Planning Business Messages

Effective Business Messages Purposeful Audience-centered Concise

Three-Step Writing Process Planning Writing Completing

Analyze Your Purpose General Specific Inform Persuade Collaborate Realism Timing Delivery Acceptability

Develop an Audience Profile Identify primary audience Determine size Determine composition Gauge level of understanding Project expectations and preferences Estimate probable reaction

Gather Information Formal sources Opinions of others Interviews Company files Employees or customers Audience input

Provide Information Accurate Complete Ethical Pertinent

Business Communication Channels and Media Oral channel Written channel

Selecting the Best Channel and Medium Style and tone Feedback Time Cost Audience

Relating to the Audience Use the “you” attitude Emphasize the positive Establish credibility Be polite Use bias-free language Project company’s image

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.

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

Establish Credibility Show understanding Explain credentials Avoid exaggerating Believe in yourself

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?

Bias-Free Language Gender Race or ethnicity Age Disability

The Company’s Image Be a spokesperson Convey the right impression Minimize your own views Maximize company interests

Writing Business Messages

Three-Step Writing Process Planning Writing Completing

Organizing the Message Writer benefits Save time Facilitate feedback Manage the project Audience benefits Promote understanding Boost acceptance

Defining the Main Idea General purpose Specific purpose Basic topic

Limiting the Scope Main idea Space Time Length Detail Major points Evidence

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

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

Sequencing the Message Direct approach Deductive Indirect approach Inductive

Composing Business Messages Controlling style and tone Writing effective sentences Writing coherent paragraphs

Control Style and Tone Avoid obsolete language Avoid intimacy Avoid humor Avoid preaching or bragging Write in plain English

Balance Your Writing Style Abstract words Intellectual Academic Philosophical Conceptual Concrete words Direct Material Exact Tangible

Finding Words that Communicate Choose strong words Prefer familiar words Avoid clichés Minimize jargon

Writing Effective Sentences Types of sentences Simple Compound Complex Compound-complex

Effective Sentence Style Stress key relationships Emphasize important ideas

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.

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.

Coherent Paragraphs Length and form Development Unity and coherence

Paragraph Development Illustration Comparison and contrast Cause and effect Classification Problem and solution

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

Completing Business Messages

Three-Step Writing Process Planning Writing Completing

Revise for Effectiveness Content Organization Style Tone

Revise for Clarity Break up overly long sentences Rewrite hedging sentences Impose parallelism Correct dangling modifiers

Revise for Clarity Reword long noun sequences Replace camouflaged verbs Clarify sentence structure Clarify awkward references Moderate your enthusiasm

Revise for Conciseness Delete unnecessary words and phrases Shorten long words and phrases Eliminate redundancies Recast “It is/There are” starters

Produce Your Message Document design Graphics and hypertext

Design Elements White space Margins Justification Typefaces Type styles

Effective Document Design Consistency Balance Detail Restraint

Improve Your Documents with Computers Revision tools Spell checker Thesaurus Grammar checker

Graphics, Sound and Hypertext Presentation software Overhead transparencies Computerized slide shows Graphics software Simple diagrams and charts Complex graphical designs

Proofread the Message Overall format Grammar, usage, and punctuation Spelling errors and typos Missing material Design errors

Proofreading Pointers Make multiple passes Use perceptual tricks Obtain impartial reviews Distance yourself Be vigilant Stay focused Practice caution

Working with Letters, Memos, and E-Mail Messages

Sending Letters, Memos, and E-Mail Audience Format Readability Strategy

Communication Internal External Understand the organization’s mission Identify potential problems React to changes External Cultivate an impression Respond to crises Gather information

Format Differences Audience Types of messages Internal External Letters Memos E-mail

Format for Business Letters Letterhead stationery Date Inside address Salutation The message Complimentary close Signature block

Format for Memos Memo title Headings The message

Format for E-Mail Headings Salutation The message Complimentary close Signature block

Improving Readability in Short Messages Vary length of sentences Shorten paragraphs

Using Lists and Bullets Sequence your ideas Boost visual impact Highlight key points Simplify complex subjects Help readers skim the text

Headings and Sub-Headings Types of headings Informative Descriptive Functions of headings Organization Attention Connection

E-Mail Readability Subject lines Easy-to-follow messages Personalized messages

E-Mail Etiquette Practice courtesy Send brief e-mail Compose carefully

Practice Courtesy Compose offline Know the audience Clarify time zones Avoid flaming Limit messages Respect cultures Observe schedules Prioritize e-mail

Send Brief E-Mail Narrow scope Short messages Concise statements

Compose Carefully Reply with care Understand “cc” and “bcc” fields Slow down Reread and edit

Categories of Messages Routine, good-news, goodwill Bad-news Persuasive

Writing Routine, Good-News, and Goodwill Messages

The Three-Step Process Planning Writing Completing

Routine Requests Make your request Justify your request Conclude your message

State Your Request Use a courteous tone Be specific and precise Assume reader compliance Avoid personal introductions Use questions and polite requests

Justify Your Request Explain the request Offer reader benefits Ask questions

Conclude Your Message Request specific action Provide contact information Promote goodwill

Types of Routine Requests Business orders Information and action Claims and adjustments References and recommendations

Business Orders State your request Clarify the order Provide shipping information

Action and Information State why you are writing Explain the request Ask for specific action

Claims and Adjustments State the problem Support your assertions Propose a solution

References and Recommendations State the request Provide a résumé Say “Thank You”

Routine Replies and Positive Messages Impart information Answer questions Provide details Promote goodwill

The Direct Approach Main idea Relevant details Cordial close

Types of Routine Replies and Positive Messages Requests for action and information Claims and requests for adjustments Recommendations and references Messages that promote goodwill

Action and Information Be prompt Be gracious Be thorough

Claims and Requests for Adjustment Who is at fault? The company The customer A third party

References and Recommendations Be forthright Be specific Stick to the facts Avoid value judgments

Goodwill Messages Congratulations Appreciation Condolences

Writing Bad-News Messages

The Three-Step Process Planning Writing Completing

Strategies for Bad-news Messages Convey the message Gain acceptance Maintain goodwill Promote a good corporate image Minimize future correspondence

Audience-Centered Tone The “You” attitude Positive wording Respectful language

The Direct Approach State the bad news Give reasons End with a positive close

The Indirect Approach Begin with a buffer Follow with reasons State the bad news End with a positive close

Begin With a Buffer Sincere Relevant Not misleading Neutral Respectful Succinct Assertive Brief

Provide Reasons That Support the Refusal Cover positive points Provide relevant details Highlight benefits Minimize company policy Avoid apologizing

State the Message De-emphasize the bad news Use a conditional statement Focus on the positive Avoid blunt language

Close With Confidence Maintain a positive tone Limit future correspondence Be optimistic about the future Remain confident and sincere

Writing Bad-News Messages Routine requests Organizational news Employment information

Routine Workplace Requests Business information Invitations and favors

The Status of Orders Ship either part or none of the order Work toward an eventual sale Communicate clearly Be confident and optimistic

Claims and Adjustments Things to employ Courtesy and tact Indirect approach Understanding Alternatives Things to avoid Accepting blame Accusations Negative language Defamation

Organizational News Bad news about products Bad news about company operations

Letters of Recommendation Requested by businesses Be direct State facts Requested by individuals Practice diplomacy Consider feelings

Employment Applications Use the direct approach State reasons clearly Suggest alternatives

Performance Reviews Review the job requirements Provide feedback Develop a plan of action

Negative Performance Reviews Confront the problem Plan the message Maintain privacy Focus on the problem Obtain commitment

Writing Persuasive Messages .

Three-Step Persuasion Process Planning Writing Completing

Analyze Your Purpose Clear Necessary Appropriate

Gauge the Audience Demographics Psychographics Gender Income Education Personality Attitudes Lifestyle

Considering Cultural Differences Individual differences Organizational differences

Establishing Credibility Facts Sources Expertise Common ground Enthusiasm Objectivity Sincerity Trust Good intentions

Setting Ethical Standards Provide information Boost understanding Promote free choice Avoid manipulation

Writing Persuasive Messages Approach Direct (deductive) Indirect (inductive) Important Elements Define the main idea Limit the scope Group major point

Completing the Message Evaluate the content Revise for clarity and conciseness Proofread the message Evaluate design and delivery

Logic and Emotions Promote action Understand expectations Overcome resistance Sell your point of view

The AIDA Plan Attention Interest Desire Action

Persuasive Requests Action requests Claims and adjustments

Requests for Action Gain attention Use facts, figures, and benefits Request some specific action

Claims and Adjustments State the problem Review the facts Motivate the reader Make your request

Sales and Fundraising Messages For-profit organizations Not-for-profit organizations

Sales Message Strategies Emphasizing selling points Stressing benefits Remembering legal issues

Sales Message Strategies Using action terms Talking about price Supporting your claims

Getting Attention News items Features and benefits Numbers or questions Shared traits Product samples Emotions or values Stories and illustrations Challenges Solutions

The Central Selling Point Study the competition Know the product Analyze the audience

Increasing Desire Stress the main benefit Refer to other benefits Provide essential details

Motivating Action Explain the next step Create urgency Use a post script Apply good judgment

Writing Fundraising Messages Analyze the audience Study the competition Clarify benefits Keep the message personal

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

Understanding and Planning Business Reports and Proposals

Reports and Proposals Guide decisions Comply with government regulations Gain acceptance of others Monitor and control operations Implement policies and procedures Document results

Classifying Reports Source Frequency Audience Length Intent

Informational Reports Monitor and control operations State policies and procedures Comply with government regulations Document progress on projects

Analytical Reports Problem-solving reports Business proposals

Solving Problems Troubleshooting reports Feasibility reports Justification reports

Writing Proposals Internal External Solicited Unsolicited

Three-Step Writing Process Planning Writing Completing

Planning Reports Analysis Investigation Adaptation

Analyzing the Situation Informational reports Analytical reports

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?

Writing a Purpose Statement Analytical Analyze Evaluate Recommend Informational To summarize To explain To submit

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?

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

Business Information on the Internet Internet public library Company Websites News release sites

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

Sources of Primary Information Documents Observations Experiments

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

Effective Interviews Plan the interview Prepare questions Prioritize questions Don’t ask too many questions Edit the questions Process information

Documenting Sources Copyrighted material General knowledge

Interpret Your Findings Conclusions and recommendations Assumptions Facts Judgment Values

Writing and Completing Business Reports and Proposals

Three-Step Writing Process Planning Writing Completing

Organizing Reports and Proposals Format Length Order Structure

Selecting Format and Length Preprinted form Letter Memo Manuscript

Choosing an Approach Direct approach Indirect approach Receptive audience Open-minded audience Indirect approach Skeptical audience Hostile audience

Structuring Informational Reports Importance Sequence Chronology Spatial orientation Geography Category

Structuring Analytical Reports Audience members Receptive Skeptical Focus Conclusions Recommendations Logical arguments

Structuring Proposals Solicited (direct approach) Receptive audience Recognized problem Identified solution Unsolicited (indirect approach) Skeptical audience Unrecognized problem Proposed solution

Selecting Visual Aids Tables Line or bar charts Pie or area charts Pie charts Line or dot charts Maps Flow charts

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).

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

Using Line and Surface Charts Show changes Indicate relationships

Using Bar Charts Compare items Show changes Indicate relationships Show relative sizes

Using Pie Charts Limit the number of slices Arrange slices clockwise Use a variety of colors Show numbers or percentages

Illustrating Relationships Organization charts Positions Units Functions Flow charts Processes Procedures Sequences

Using Computers to Create Visuals Advantages Speed Accuracy Versatility Challenges Training Artistic skills Time requirements

Composing Reports and Proposals Text and content Degree of formality Time perspective Navigational clues

Successful Reports Accurate Complete Balanced Structured Documented

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

The Introduction Context or problem Subject or purpose Main ideas Overall tone

The Body Chapters Present Analyze Interpret Support

The Closing Section Emphasizes main points Summarizes benefits Reinforces structure Brings together action items

Additional Report-Writing Tasks Formality Time frame Overall structure

Completing Reports and Proposals Revising Producing Proofreading

Components of Formal Reports Prefatory parts Text of the report Supplementary parts

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

Text of the Report Introduction Body Closing

Supplementary Parts Appendixes Bibliography Index

Components of Formal Proposals Cover Title fly Title page Table of contents List of illustrations Proposal request Executive summary Letter of transmittal

Text of the Proposal Introduction Body Closing