Creating Effective Business Messages Chapter 5 © 2016 by McGraw-Hill Education. This is proprietary...

Creating Effective Business

Messages

Chapter 5

© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.

The Process for Creating Business Messages

Writing effective business messages involves a process—one that involves examining, developing, and refining business ideas in a way that provides to your audience

It drives collaboration and productivity in your work relationships.

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Plan Draft Review

The Stages and Goals ofEffective Message Creation

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Expert writers are more likely to analyze the needs of the audience, generate the best ideas to tackle a problem, and identify the primary message and key points before starting a formal draft of a business message.

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Time Spent by Poor, Average, and Expert Writers Developing a Complete Business Message

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Figure 5.2


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Planning

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The AIM Planning Process forBusiness Messages

The most important stage of creating effective business messages is planning

The AIM planning process unleashes your best thinking and allows you to deliver influential messages

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The AIM Planning Process forBusiness Messages

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Figure 5.3

Audience Analysis

Effective business communicators think about the needs, priorities, and values of their audience members.

They envision how their readers will respond when getting the message — in thought, feeling, and action.

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Audience Analysis

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Identify Reader Benefits and Constraints

Consider Reader Values and Priorities

Estimate Your Credibility

Anticipate Reactions

Keep Secondary Audiences in Mind

Identifying Reader Benefits and Constraints

For many messages, this is the single most important planning step.

Your readers respond when you provide them with something that they value.

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Considering Reader Values and Priorities

Values refer to enduring beliefs and ideals that individuals hold.

Priorities involve ranking or assigning importance to things, such as projects, goals, and task.

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Estimating Your Credibility

Your readers will judge your recommendations, requests, and other messages based on their view of your credibility

Many entry-level professionals have relatively low professional credibility because they are viewed as the newcomers

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Changing Your Reputation

Set up a time to talk with your boss

Ask your boss if you can take on any higher-responsibility projects

Make sure you fit in with the corporate culture in terms of professional dress and communication style.

Attend a lot of meetings to get to know as many colleagues as possible

Create a professional blog about a niche area

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Drafting

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Idea Development

Developing great business ideas involves:

Sorting out the business issues and objectives

Collecting as many relevant facts as possible

Making sound judgments about what the facts mean and imply.

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Idea Development

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Analyzing the Business Problem/s

Clarifying Objectives

Analyzing the Business Problem(s)

Facts statements that can be relied on with a fair amount of certainty and can be observed objectively

Conclusions statements that are reasoned or deduced based on facts.

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Analyzing the Business Problem(s)

Positions stances that you take based on a set of conclusions.

© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.

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Clarifying Objectives: Message Structuring

1. Framing the primary message.a. What is the primary message?b. What simple, vivid statement (15 words or less) captures the essence of your message?

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Clarifying Objectives: Message Structuring

2. Setting up the logic of your message.a. What are your supporting points?b. What do you want to explicitly ask your readers to do (call to action)?c. How will you order the logic of your message?

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Setting Up the Message Framework

Most business arguments employ a direct or deductive approach

They begin by stating the primary message Then they lay out the supporting reasons and

conclude with a call to action

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Typical Deductive Framework for a Business Argument and Related Paragraph Structure

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Figure 5.5

Typical Deductive Framework for a Business Argument and Related Paragraph Structure

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Figure 5.5

Logical Inconsistencies

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Unsupported generalizations

Faulty cause/effect

claims

Weak analogies

Either/or logic

Slanting the facts

Exaggeration

Setting the Tone of the Message

Tonethe overall evaluation the reader perceives the writer to have toward the reader and the message content

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Make Your Message More Positive

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Display a Can-Do, Confident Attitude

Focus on The Positive Rather than Negative Traits of Products and Services

Use Diplomatic, Constructive Terms Related To Your Relationships And Interactions

Concern for Others

Avoid relying too heavily on the I-VoiceRespect the time and autonomy of your

readersGive credit to others

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Review

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The Business Writing Process:

Revising Tips

Evaluating

Proofreading

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Ch. 6, Slide

37

The Business Writing Process: Phase 3

Revising Tips

Keep it Simple

Avoid indirect, pompous language.

Foggy: It would not be inadvisable for you to affix your signature at this point in time.

Clear: You may sign now.

Keep it Conversational

Use natural, familiar language.

Conversational: We’re happy to credit your account for $100.

Formal: Our accounting department takes pleasure in informing you that we have credited your account for the aforementioned sum of $100.

Avoid Wordiness

Wordy: There are four menu items we must promote.

Concise: We must promote four new menu items.

Eliminate Redundancies

Say it only once!

collect togethercontributing factorpast historybasic fundamentals

personal opinionperfectly clearunexpected surprisefew in number

Say It More Concisely

at such time, at which timeat this point in timedue to the fact that, inasmuch asat a later datedespite the fact that

whennowbecauselateralthough

Purge Empty Words

Unclutter your sentences.

As for the field of athletic shoes, the degree of profits sagged.

This is to inform you that we have a toll- free service line.

Not all members who are registered will attend the conference.

Purge Empty Words


As for athletic shoes, profits sagged.

This is to inform you that we have a toll- free service line.


Purge Empty Words



We have a toll-free service line.


Purge Empty Words



We have a toll-free service line.

Not all registered members will attend the conference.

Use Simple Dynamic Verbs

conduct an investigation ofgive consideration tomake a decision aboutperform an analysis oftake action

investigateconsiderdecideanalyzeact

Dump Trite “Business” Phrases

Eliminate stale, puffed-up expressions.

as per your suggestionpursuant to your requestenclosed please findplease feel free to callthank you in advance

as you suggestedas you requestedenclosed isplease callthank you

Dump Trite “Business” PhrasesEliminate stale, puffed-up expressions.

Improved: As requested, we have enclosed a job application.

Trite: Pursuant to your request, enclosed please find a job application.

Develop Parallel ExpressionExpress similar ideas in balanced, matching constructions.

Not parallel: We can collect information, store it, and it can also be updated.

Parallel: We can collect, store, and update information.

Develop Parallel ExpressionExpress similar ideas in balanced, matching constructions.

Not parallel: She is conscientious, a hard worker, and pays attention to detail.

Parallel: She is conscientious, hard-working, and detail-oriented.

Apply Graphic Highlighting

• Letters, such as (a) and (b) within the text.• Numerals, such as 1, 2, and 3, listed vertically.• Headings and bullets.• Font type and size

– CAPITAL LETTERS– Underscores– Boldface – Italics

Use Numbered Lists for High “Skim Value”

Follow these steps to archive a document:1. Select the document.2. Select a folder.3. Provide a file name.4. Click “Save.”

Follow these steps to archive a document:1. Select the document.2. Select a folder.3. Provide a file name.4. Click “Save.”

Use Bulleted Lists for High “Skim Value”

Consumers expect the following information at product Web sites:

• Price• Quality• Performance• Availability

Consumers expect the following information at product Web sites:

• Price• Quality• Performance• Availability

A Word of Caution

Too much emphasis leads to busy-looking documents, clutter, and confusion.

Don’t overdo graphic highlighting!

To be safe, use no more than three highlighting elements on a single

page.

The Business Writing Process

Evaluating

How successfulwill this

communicationbe?

Does the messagesay what you

want it to say?

Did you encouragefeedback so thatyou will knowit is a success?



Proofreading

Proofreading: What to Watch for

Spelling

Proofreading

Names andNumbers

Punctuation

GrammarFormat

How to Proofread Routine Documents

For computer messages, print a rough copy to read.

Look for typos, misspellings, and easily confused words.

Watch for inconsistencies and ambiguous expressions.

Check for factual errors.

How to Proofread Complex Documents

Print a copy, preferably double-spaced. Set it aside and take a breather. Allow adequate time for careful proofing. Expect errors. Congratulate, not criticize,

yourself each time you find a mistake! Read the message at least twice—for

meaning and for grammar/mechanics. Reduce your reading speed. Focus on

individual words.

Basic Proofreading MarksDelete

Capitalize

Lowercase (don’t capitalize)

Transpose

Close up

Basic Proofreading Marks

Insert

Insert space

Insert punctuation

Insert period

Start paragraph

Unmarked Copy

This is to inform you that beginning september 1 the doors leading to the Westside of the building will have alarms. Because of the fact that these exits also function as fire exits they can not actually be locked consequently we are instaling alrams. Please utilize the east side exists to avoid setting off the ear piercing alarms.


Marked Copy



usel

doors

Revised Copy

Beginning September 1 the doors leading to the west side of the building will have alarms. Because these doors also function as fire exits, they cannot be locked; consequently, we are installing alarms. Please use the east side exits to avoid setting off the ear-piercing alarms.

Beginning September 1 the doors leading to the west side of the building will have alarms. Because these doors also function as fire exits, they cannot be locked; consequently, we are installing alarms. Please use the east side exits to avoid setting off the ear-piercing alarms.

Creating Effective Business Messages Chapter 5 © 2016 by McGraw-Hill Education. This is proprietary...

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