The Principles of Effective Business Writing.

By Mark Kusnir, M. A

The Writing Process…• Phase 1: Prewriting

Defining primary purpose, analyzing audience, adapting message to audience, achieving primary purpose

• Phase 2: WritingOrganizing information, choosing

writing plan , composing

• Phase 3: RevisingReview draft, remember purpose,

revise, revise, revise

Prewriting: Define Your Purpose…

• To inform?

• To persuade?

• To promote goodwill?

Purpose (in a nutshell):

• What you want your reader to do…

• What action occurs when your reader receives your communication… (arrives at meeting, delivers goods, acts on your recommendations… ).

Business Writing Is . . .

• Purposeful. It solves problems and conveys information.

• Economical. It is concise.

• Reader-oriented. It focuses on the receiver, not the sender.

Three Main Functions of Business Communication:

• To inform

• To persuade

• To promote goodwill

Business Writing is Positive, Reader Directed

• Spotlight receiver benefits (with direct deposit, you’ll get paid more quickly and more easily).

• Cultivate the "you" view (you will receive your pay in your bank account).

• Express thoughts positively (you will be happy with the new system, not you won't be sorry that we switched).

The “You” View…

• Sender-focused:“In compliance with our new policy, we are requiring all HRA employees to submit personal banking information.”

• Receiver-focused“Please submit your banking information by June 11th to ensure your pay will be safely deposited into your bank account.”

What Response Do You Anticipate?

• Will your readers be…

• Neutral?

• Positive?

• Indifferent?

Anticipated Audience Response Always (ALWAYS) Determines the Successful Writer’s Overall Approach!!!!

Writing Plan (Neutral to Positive Response…

. If mildly interestedIf pleased If neutral

DIRECT PATTERN

Good Newsor

Main Idea

Writing Plan (Negative Response)…

If displeased ordisappointed

If unwilling oruninterested If hostile

INDIRECT PATTERN

Bad Newsor Main Idea

Characteristics of Successful Memos and E-Mail Messages:

• Single topic

• Conversational tone

• Conciseness

• Graphic highlighting (bullets/numbers) of key information

Organization of Memos/Emails: The Four-Part

Plan

1.Subject line

2.Opening

3.Body

4.Closing

1) Subject Line…

• Summarize the main idea:

• Subject: Direct Deposit Program

• Subject: Electronic Deposit

• Subject: Direct Deposit Replaces Paycheck

Or This?

• Your banking information needed for new, easy-to-use direct deposit payroll system.

2) Opening: Start directly; restate and amplify the main idea. This… ?

I am writing this to let you know that in order to cut costs, HRA will no longer be issuing pay checks. Our studies show that this new system will be much better and more cost effective.

All employees will no longer receive a paycheck.

The entire staff is now required to sign up for electronic deposit of paychecks into their banks accounts.

Or This?

• Give the payroll department a void check to ensure you benefit from the new, safe, convenient, hassle-free payroll system.

3) Body

• Explains and discusses the topic.

• Provides reader benefits.

• Overcomes reader resistance.

• Reinforces required action.

• Uses graphic highlighting to emphasize important information.

This?

• Compliance with direct deposit is mandatory. We need staff members to provide the name of their bank, bank account number, and routing number to the Payroll department in order to enrol in this program as quickly as possible. Your compliance is appreciated.

Or This?

The direct deposit system automatically deposits your pay into your bank account. You will receive your payroll deduction information in the mail. There are many benefits with direct deposit:

No more standing in line to deposit your checkAccess your pay early (12:00 midnight on payday)No lost paychecksGet access to your pay even when you are sick or

on vacation

4) Closing…

• Request action, including an end date.

• Credible Request for Feedback

• Repeat Main Reader Benefit

• Restate Main Point

• Provide a closing, positive thought.

This?

If you have any questions, please don’t hesitate to ask. Your compliance with this policy is most appreciated.

Or This?

So please, to enjoy the benefits of direct deposit paychecks, provide your supervisor with the necessary banking information by June 30th.

I appreciate that with your busy schedules this task may be an inconvenience, but I am confident you will soon reap the many rewards of the new payroll system.

If you have any questions or concerns, please call Payroll at 212 222-2122.

The End