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Analyze Your Purpose
• General
– Inform
– Persuade
– Collaborate
• Specific
– 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
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
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.
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.
Instead of This Use This
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.
•Cheap merchandise
•Toilet paper
•Elderly person
•Bargain prices
•Bathroom tissue
•Senior citizen
Instead of This Use This
Establish Credibility
• Show understanding
• Explain credentials
• Avoid exaggerating
• Believe in yourself
Be Polite
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.
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?
Instead of This Use This
The Company’s Image
• Be a spokesperson
• Convey the right impression
• Minimize your own views
• Maximize company interests
Organizing the Message
• Writer benefits
– Save time
– Facilitate feedback
– Manage the project
• Audience benefits
– Promote understanding
– Boost acceptance
– Save time
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
I. First Major Part
A. First subpoint
B. Second subpoint
1. Evidence
2. Evidence
C. Third subpoint
II. Second Major Point
A. First subpoint
B. Second subpoint
1.0 First Major Part
1.1 First subpoint
1.2 Second subpoint
1.2.1Evidence
1.2.2Evidence
1.2.3 Third subpoint
2.0 Second Major Point
2.1 First subpoint
2.2 Second subpoint
AlphanumericAlphanumeric DecimalDecimal
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
The Active Voice
•There are problems with this contract.
•It is necessary that the report be finished by next week.
•This contract has problems.
•The report must be finished by next week.
Use Active Voice in General
Avoid Passive Voice in General
The Passive Voice
•You lost the shipment.
•We have established criteria to evaluate capital expenditures.
•The shipment was lost.
•Criteria have been established to evaluate capital expenditures.
Sometimes Use Passive Voice
Sometimes Avoid Active Voice
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
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
Improve Your Documents with Computers
• Revision tools
• Spell checker
• Thesaurus
• Grammar checker
Graphics, Soundand 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
Communication
• Internal– Understand the organization’s mission– Identify potential problems– React to changes
• External– Cultivate an impression– Respond to crises– Gather information
Format for Business Letters
• Letterhead stationery
• Date
• Inside address
• Salutation
• The message
• Complimentary close
• Signature block
Using Lists and Bullets
• Sequence your ideasSequence your ideas
• Boost visual impactBoost visual impact
• Highlight key pointsHighlight key points
• Simplify complex subjectsSimplify complex subjects
• Help readers skim the textHelp readers skim the text
Headings and Sub-Headings
• Types of headings– Informative– Descriptive
• Functions of headings– Organization– Attention– Connection
Practice Courtesy
• Compose offline• Know the audience• Clarify time zones• Avoid flaming
• Limit messages• Respect cultures• Observe schedules• Prioritize e-mail
Compose Carefully
• Reply with care
• Understand “cc” and “bcc” fields
• Slow down
• Reread and edit
State Your Request
• Use a courteous tone
• Be specific and precise
• Assume reader compliance
• Avoid personal introductions
• Use questions and polite requests
Types of Routine Requests
• Business orders
• Information and action
• Claims and adjustments
• References and recommendations
Referencesand Recommendations
• State the request
• Provide a résuméésumé
• Say “Thank You”Say “Thank You”
Routine Replies and Positive Messages
• Impart information
• Answer questions
• Provide details
• Promote goodwill
Types of Routine Repliesand Positive Messages
• Requests for action and information
• Claims and requests for adjustments
• Recommendations and references
• Messages that promote goodwill
References andRecommendations
• Be forthright
• Be specific
• Stick to the facts
• Avoid value judgments
Strategies for Bad-news Messages
• Convey the message
• Gain acceptance
• Maintain goodwill
• Promote a good corporate image
• Minimize future correspondence
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 ReasonsThat 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
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
Letters ofRecommendation
• Requested by businesses
– Be direct
– State facts
• Requested by individuals
– Practice diplomacy
– Consider feelings
NegativePerformance Reviews
• Confront the problem
• Plan the message
• Maintain privacy
• Focus on the problem
• Obtain commitment
Gauge the Audience
• Demographics
– Gender
– Income
– Education
• Psychographics
– Personality
– Attitudes
– Lifestyle
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
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 Message Strategies
• Emphasizing selling points
• Stressing benefits
• Remembering legal issues
Getting Attention
• News items
• Features and
benefits
• Numbers or
questions
• Shared traits
• Product samples
• Emotions or values
• Stories and
illustrations
• Challenges
• Solutions
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
• Interest readers
• Use plain language
• Offer an opportunity
• Make it hard to refuse
• Clarify your needs
• Write concisely
• Include reply forms
• Use versatile
enclosures
Reports and Proposals
• Guide decisions
• Comply with government regulations
• Gain acceptance of others
• Monitor and control operations
• Implement policies and procedures
• Document results
Informational Reports
• Monitor and control operations
• State policies and procedures
• Comply with government regulations
• Document progress on projects
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 Informationon 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
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
Choosing an Approach
• Direct 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
• Bar charts
• Pie charts
• Line or dot charts
• Maps
• Flow charts
The Parts of a Table
Stub head Subhead
SingleColumn
Head
SingleColumn
Head
Row headRow head Subhead Subhead
Total
XXX
XXXXXX
XXX
XX
XXXX
XX
XX
XXXX
XX
Subhead
XXX
XX XX
XXX
Multicolumn Head*
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 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 Reportsand Proposals
• Text and content
• Degree of formality
• Time perspective
• Navigational clues
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 Closing Section
• Emphasizes main points
• Summarizes benefits
• Reinforces structure
• Brings together action items
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
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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