Planning Business Messages. Effective Business Messages Purposeful Audience-centered Concise.

Planning Business Messages

Effective Business Messages

• Purposeful

• Audience-centered

• Concise

Three-Step Writing Process

• Planning

• Writing

• Completing

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

Provide Information

• Accurate

• Complete

• Ethical

• Pertinent

Business Communication Channels and Media

• Oral channel

• Written channel

Selecting the BestChannel 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

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.


Emphasize the Positive


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


Establish Credibility

• Show understanding

• Explain credentials

• Avoid exaggerating

• Believe in yourself

Be Polite


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?


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


• Planning

• Writing

• Completing

Organizing the Message

• Writer benefits

– Save time

– Facilitate feedback

– Manage the project

• Audience benefits

– Promote understanding

– Boost acceptance

– Save time

Defining the Main Idea

• General purpose

• Specific purpose

• Basic topic

• Main idea

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

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

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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

•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

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


• 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, 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

Working with Letters,Memos, and E-Mail

Messages

Sending Letters,Memos, and E-Mail

• Audience

• Format

• Readability

• Strategy

Communication

• Internal– Understand the organization’s mission– Identify potential problems– React to changes

• External– Cultivate an impression– Respond to crises– Gather information

Format Differences

• Audience– Internal– External

• Types of messages– 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 Readabilityin Short Messages

• Vary length of sentences

• Shorten paragraphs

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

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

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

The Direct Approach

• Main idea

• Relevant details

• Cordial close

Types of Routine Repliesand 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 Requestsfor Adjustment

• Who is at fault?

– The company

– The customer

– A third party

References andRecommendations

• 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 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

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


• 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 ofRecommendation

• 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

NegativePerformance 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

– Gender

– Income

– Education

• Psychographics

– 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



• 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

• Interest readers

• Use plain language

• Offer an opportunity

• Make it hard to refuse

• Clarify your needs

• Write concisely

• Include reply forms

• Use versatile

enclosures

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


• 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 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

Sources of PrimaryInformation

• 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


• Planning

• Writing

• Completing

Organizing Reportsand Proposals

• Format

• Length

• Order

• Structure

Selecting Formatand Length

• Preprinted form

• Letter

• Memo

• Manuscript

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 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 Reportsand 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 Reportsand 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

Planning Business Messages. Effective Business Messages Purposeful Audience-centered Concise.

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