1. Academic writing i
Class 19
May 7, 2013

2. Today
Introduction to business writing - Differences b/w Academic and Business writing - Business Writing Structure - Business Writing Language

3. Some kinds of writing Informal/casual formal
Text-messaging a friend Writing a note to a friend Writing an to a professor Writing in a journal Writing an essay for class Writing a research paper Inviting a guest speaker to your class Introducing a new product to a client
Informal/casual
formal
Informal or slightly formal
Formal - academic
Formal – business

4. Business writing - Purpose
Business writing may be used to: - make an inquiry. - make a complaint. - introduce or promote a product. - apologize - apply for a job - give an update on a project

5. Academic Writing vs. Business Writing
Academic Writing: - No personal pronouns (I, my, we, you, etc.) - No contractions (can’t, don’t, wouldn’t) - ‘Academic’ vocabulary give – provide, but – however, just – simply - Objective, ‘academic’ tone (neutral) - Written for a general audience (‘the reader’)
Source:

6. Academic Writing vs. Business Writing
Terry, from the accounting department
Business Writing: - Personal pronouns are often necessary i.e., “I am writing to inform you about next week’s meeting…” - Contractions still avoided - More direct, action-oriented vocabulary - Usually uses a formal & positive tone - Written for a specific person or group
Source: thegotya.blogspot.com

7. Business writing One important aspect of business writing:
-It usually represents a direct communication between one person and another.
- For example, a business letter is usually addressed specifically to someone (not writing for a “general reader”).
i.e., Dear Mrs. Kim, I am writing to request some information about your company’s latest product…

8. Business writing Because it is a direct communication,
The writer (you) can take the recipient’s needs into account.
When writing a business letter, ask yourself:
“How would I feel if I received this letter?”

9. Business writing “How would I feel if I received this letter?”
- This helps highlight an important feature of “”Business English”.
 Try to be as positive as possible (even in relatively negative situations).
- Being overly negative does not help any business.

10. Compare these two examples.

11. Dear Mr. Kim,
You didn’t get into our school. Your grades were too low, and your interview was bad.
We here at Keimyung Adams College insist on only accepting high-quality applicants into our school. However, you are not a high-quality applicant.
It would be better if you applied to another university. Good luck with your applications.
Sincerely,
Dr. KAC
President, Keimyung Adams College

12. Vs.

13. Dear Mr. Kim, Thank you for having expressed an interest in the Keimyung Adams College). The Admissions Committee has given careful consideration to your application. The Committee regrets to inform you that we are unable to offer you a place in our first year class. You have been a competitive applicant; however, we have had many similarly qualified students applying for admissions. Therefore, many desirable candidates have been turned away. We thank you for your interest in our college and wish you success in your future endeavors.
Sincerely,
Dr. KAC
President, Keimyung Adams College

14. Examples - Differences?
In the second letter:
The tone remains optimistic despite the negative message being delivered.
- “Thank you for having expressed an interest…”
 First, the writer thanks the recipient.
- “The Committee regrets to inform you…”
 This has an apologetic tone, which is more positive than “You didn’t get in.”

15. Language used in business writing
A letter that sounds impersonal and unfriendly can damage the image of an organization
(even if just in the eyes of one or a few potential clients).
On the other hand, a thoughtful, sincere letter (even if it is delivering negative news) can greatly enhance an organization’s image.

16. Language used in business writing
More on this later!

17. Process of writing a business letter
Establish your purpose (application? Apology? Rejection?)
Consider the reader’s needs.
Prepare an outline.
Rough draft.
“Cooling period” After writing a business letter (especially a negative one), it is good to walk away from the rough draft, even for a short time, then come back to it This can help you if any overly emotional or inappropriate statements made it into the letter.
Revise rough draft As always, you want to check it over carefully.

18. Process of writing a business letter
2. Consider the reader’s needs.
Think about these things:
- What is your purpose for this letter? - Who are you writing to? A potential client? A business partner? An important customer?
- What are the potential outcomes of this letter?
Remember: “How would I feel if I received this letter?”

19. body Return address (your address) Recipient’s name and address
- Full name
- Job title
- Address line 1
- Address line 2
- Address line 3
Salutation (greeting)
“Dear ______”
Complementary closing
(Closing salutation)
Sincerely,
signature
Sender’s name Title
body

20. Structure of business letters
In summary:
1. Sender’s + Recipient’s information (name, address, title)
2. Salutation
3. Body
4. Closing salutation

21. Salutation Begin with “Dear _____ : “
Use Mr. or Ms. (Or Dr.) before the receiver’s name.
- Dear Ms. Jones: Dear Dr. Kim:
Use “Dear Sir or Madam:” if you don’t know who you are writing to.
Or, address the letter to the position you are contacting.
“Dear Personnel Director:”

22. Body paragraphs Body paragraph 1:
- Purpose: State the main point of the letter.
- Begin with a friendly opening, then quickly transition to the purpose of the letter.
- Does not need a lot of detail.

23. Body paragraphs Main point of the letter: “I am writing to…
…inquire about (“I am writing to inquire about the position posted in The Korean Herald.”)
…apologize for (“I am writing to apologize for the difficulties you experienced last week at our branch.”)
… confirm
… comment on
… apply for

24. Body paragraphs Body paragraph 2:
- Purpose: State the supporting details to justify your purpose.
- May be background information, statistics, etc.

25. Body paragraphs Closing paragraph:
- Restate your purpose and why it is important.
- End with what you want to happen next:
- “What do you want the reader to do? - request an action, show appreciation, encourage further contact.
i.e., I look forward to working with you I will see you all at tomorrow’s meeting Please contact me at if you have any questions.

26. Body paragraphs Sometimes, 3 paragraphs are not necessary.
Sometimes, more than 3 are necessary.
Depends on the situation.

27. Closing salutation Sincerely, Best regards, George Jefferson
President, Jefferson College
Remember a comma after the salutation!

28. Language used in business writing
A letter that sounds impersonal and unfriendly can damage the image of an organization
(even if just in the eyes of one or a few potential clients).
On the other hand, a thoughtful, sincere letter (even if it is delivering negative news) can greatly enhance an organization’s image.

29. Language used in business writing
Business letters usually use formal language.
Be polite!
(Remember: “How would I feel if I received this?”)

30. Language in business writing - Example
Suppose you are a department store manager who receives a request for a refund from a customer who forgot to include the receipt with the request.
- In a letter to the customer, you might write:

31. Language in business writing - Example
“The sales receipt must be enclosed with the merchandise before we can process the refund.”
However, if you consider how you might keep the goodwill of the customer, you might word the request this way:
“Please enclose the sales receipt with the merchandise, so that we can send your refund promptly.”

32. Language in business writing - Example
Notice that the second version uses the word please (polite)
- uses the active voice (“Please enclose the sales receipt”) *The first version uses the passive voice (“The sales receipt must be enclosed”).
In general, the active voice creates a friendlier, more courteous tone than the passive, which tends to sound impersonal and unfriendly. Polite wording, such as the use of please, also helps to create goodwill

33. Language used in business writing
Active Voice vs. Passive Voice Active voice: - creates a friendlier, more courteous tone than the passive. i.e., John called the company yesterday. Passive voice: - tends to sound impersonal and unfriendly. i.e., The company was called by John, yesterday.

34. Language used in business writing - Examples
Be respectful, not demanding:
CHANGE:
Submit your answer in one week.
TO:
I would appreciate receiving your answer within one week.

35. Language used in business writing - Examples
Be Modest, not Arrogant.
CHANGE: My report is thorough, and I am sure that you would not be able to continue efficiently without it.
TO:
I have tried to be as thorough as possible in my report, and I hope you find it useful.

36. Language used in business writing - Examples
Be polite, not sarcastic.
CHANGE:
I just received the shipment we ordered six month ago. I am sending it back – we cannot use it now. Thanks!
TO:
I am returning the shipment we ordered on March 12, Unfortunately, it arrived too late for us to be able to use it.

37. Language used in business writing - Examples
Be positive, not negative.
CHANGE:
Your complaint about our prices is way off target. Our prices are definitely not any higher than those of our competitors.
TO:
Thank you for your suggestion concerning our prices. We believe, however, that our prices are competitive with, and in some cases below, those of our competitors.

38. Journal Assignment
Download the sample business letter in the “Homework” section of the website. - Re-write the letter in more polite language. - Use to help you. Deadline: Thursday (bring to class)

39. Paper 3 – write a business letter
1. The university has approved your request for a guest speaker. Write an invitation letter asking Aaron Rodgers, the public relations director of the company you are researching to speak in class next week. 2. You are researching a company for your business class assignment. Write to Cynthia Lennon, the public relations director of the company you are researching, and ask for information about her company. 3. You are a sales representative for your company. Write a letter to Paul Coffey of Real Big Enterprises introducing one of your new products or services. Remember to give important details about your product (or service).

40. Paper 3 – write a business letter
You will notice that the only information given is the context for the letter, and the name and position of the recipient. You will create the rest of the information yourself. i.e., what kind of company you are writing to, what your product is (option 3), etc. It will be very useful to make an outline first!!

41. Paper 3 – write a business letter
Instructions: Choose ONE of the options. Do a search on the website link for the kind of business letter you are writing. Write a business letter. Deadlines: First Draft: Sunday (May 12, 11:59 p.m.) Final Draft: Tuesday (May 14, 11:59 p.m.)