Business Writing Skills
SPIN INTERVIEW FRAMEWORK
Learning Objectives
What is Business Communication
2
Types of Communication
3
STAR Format of Written Communication
4
Essentials of Effective Communication
5
Tips for Smart Communication
6
Communication across cultures
7
Exercises
8
Summary
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1
What is Business Communication?
Let’s first understand what is communication...
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Communication is transferring information and understanding from one to
one or one to many. It could take place in a verbal or a written mode and
could use forms such as face-to-face meetings, group discussions, e-mail
writing, and even non verbal modes like gestures, body language, etc.
Message
CHANNEL
Message
SENDER
DECODING
Message
RECEIVER
FEEDBACK
What is Business Communication?
Business Communication is any
communication that involves
communicating for business / official
purpose to achieve a predetermined
objective. This may include:
 CVs, Resumes
 Email, Web site, FAQs
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 Letters, Newsletters, Brochures,
Articles, Catalogs
 Advertisements, Notice Board,
Pamphlets, Signs, Press Releases
 Presentations, multimedia, talks
 Reports, Manuals, Proposals,
Books
SPIN INTERVIEW FRAMEWORK
Learning Objectives
What is Business Communication
2
Types of Communication
3
STAR Format of Written Communication
4
Essentials of Effective Communication
5
Tips for Smart Communication
6
Communication across cultures
7
Exercises
8
Summary
#
1
Types of Communication
Types of Communication
Verbal
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Written
Communication
Verbal
Non Verbal
Written
Non
Verbal
Types of Communication
Verbal Communication
Communication
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• Provides instant feedback
• Opportunity to check for
understanding
• Involves Questioning &
Paraphrasing
• Faster closure on open
items
• No record unless minutes
of the meeting recorded
• Usually unstructured
• Increases speed of
communication
Verbal
Written
Non
Verbal
Types of Communication
Written Communication
Communication
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• Provides record for future
reference
• More structured
• Tools to gain attention – like
bullets, bold, etc.
• Ability to provide details
• Can be sent to multiple
people at the same time
• More Formal
• It mainly consists of
diagrams, pictures, graphs,
reports, policies, rules,
orders, instructions,
agreements, etc.
• Comprehensive & Accurate
Verbal
Written
Non
Verbal
Types of Communication
Non Verbal Communication
Communication
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• Constitutes of Physical,
Aesthetic, Signs, Symbolic
• Complements Verbal
Communication - It may accent
or underline a verbal message.
Pounding the table, for
example, can underline a
message.
• Gestures talk more than words
• Could be Positive / Negative
• Indicative of a person’s
personality
Verbal
Written
Non
Verbal
SPIN INTERVIEW FRAMEWORK
Learning Objectives
What is Business Communication
2
Types of Communication
3
STAR Format of Written Communication
4
Essentials of Effective Communication
5
Tips for Smart Communication
6
Communication across cultures
7
Exercises
8
Summary
#
1
STAR Format of Written Communication
1. Analyze
the
Purpose
2. Consider the
Audience
5. Execute with
Confidence
STAR / ACBDE Model of
Communication
4. Detail &
3. Build the
Design
Approach
Structure
STAR Format of Written Communication
1. Analyze the Purpose
Before you begin writing:
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•
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What is the purpose of writing the
mail / letter / memo / etc.?
What information do you wish to
exchange?
What does your reader want to
know?
What action do you want the reader
to take?
What relationship do you have with
the reader?
•
•
•
If you can’t answer these questions, then
you should wonder, whether you should
even the send the communication.
STAR Format of Written Communication
1. Analyze the Purpose
Subject of the Mail
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•
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Subject should convey the purpose
Subject field is the first thing reader
will see before opening the
communication sent
Subject field of your message should
be meaningful
Subject field [when you use the
‘reply’ option in case of e-mails]
should accurately reflect the content
of the message
Subject should be brief - Does not
need to be a complete sentence
•
•
•
STAR Format of Written Communication
1. Analyze
the
Purpose
2. Consider the
Audience
5. Execute with
Confidence
STAR / ACBDE Model of
Communication
4. Detail &
3. Build the
Design
Approach
Structure
STAR Format of Written Communication
2. Consider the Audience
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Recipients & Gender Bias
• Write the name of the person that
you are writing to, in the ‘To’ field
• Write the name of the person /
persons you want to be informed
about the contents of the mail in the
‘Cc’ field
• Do not write names in the ‘Bcc’ field
• Avoid using he / she repeatedly.
• Write sentences in the plural
For example, “A vendor should give
all his details for setting up the
database.” can be changed to
“Vendors should give all their details
for setting up the database.”
STAR Format of Written Communication
1. Analyze
the
Purpose
2. Consider the
Audience
5. Execute with
Confidence
STAR / ACBDE Model of
Communication
4. Detail &
3. Build the
Design
Approach
Structure
STAR Format of Written Communication
3. Build the Structure
1. Salutation
2. Content
3. Closing
Structure of
Written
Communication
STAR Format of Written Communication
3. Build the Structure
Salutation
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Write to the reader as you would talk
to him / her naturally - If you address
John Smith as John in person, do not
address him as Mr. Smith in your
email, however, memos / circulars
are more formal and hence require
Mr. / Miss.
Use first names - Hi Chris …
Avoid “Good Morning” or “Good
Afternoon” as your communication
might reach late / different time zone
•
•
STAR Format of Written Communication
3. Build the Structure
Content
Do’s
 Mention any specific information that is
requested by the reader - If you cannot
answer a question or provide definite
information:
 state when you can send the information.
 explain why you won’t be able to answer
the query.
 tell as much as you know / offer
additional information when available.
 Use Positive statements
For e.g. “This report discusses each step briefly.”
 Content should be accurate & crisp
Don’ts
х Don’t tell the reader what you or they can’t
do... tell them what can be done
х Negative statements - Don’t tell them
something negative unless it is important that
they have the information
For e.g. “ This report never goes into any
phase of the matter in detail, but covers each
part briefly.”
х Don’t use casual language – Business
communication is always formal & organized
STAR Format of Written Communication
3. Build the Structure
Closing
•
•
•
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•
•
The final paragraph of a written
business communication states what
you want the person to do
Give timelines
Signoff with your name and contact
details in case of any questions /
clarifications
Do not say ‘thanks in advance/
anticipation. If you would like to
thank someone for their help. Do it
after the job. Say ‘ I appreciate your
help’. Or ‘Thanks for the quick
response’
Close on a pleasant note
STAR Format of Written Communication
1. Analyze
the
Purpose
2. Consider the
Audience
5. Execute with
Confidence
STAR / ACBDE Model of
Communication
4. Detail &
3. Build the
Design
Approach
Structure
4. Detail & Design Approach
Components
of Detail &
Design
Formatting
• All letters should be Arial size 10 / 12
• Use line spacing set in the
template
• Separate paragraphs with
one blank line in between
Paragraphing
• Keep one main idea per
paragraph
• Use short paragraphs
• Ideas in successive
paragraphs can be related
Punctuation
• Inappropriate use of
punctuation could change the
meaning of the sentence
• It makes the communication
look more structured & clear
STAR Format of Written Communication
4. Detail & Design Approach
More on Punctuation
•
A Period marks the end of a sentence. For e.g.
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I believe the changes have been made. Have
we tested them to see if the data is
following the assignment rules?
•
A period is used in abbreviations of words.
Company - Co. or miscellaneous – misc.
STAR Format of Written Communication
4. Detail & Design Approach
More on Punctuation
•
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Use a Comma to separate a phrase which
precedes the main sentence.
• I will come for the party, however, I shall
leave early.
Use a comma to set off linking words.
• Request the client for the check number.
Then, go to the fleet window and get the
copies.
Examples of linking words - However, Moreover,
Therefore, Nevertheless, Thereby.
•
•
STAR Format of Written Communication
4. Detail & Design Approach
More on Punctuation
The Colon “announces” that a list is about to
follow; it is the gateway to that list. It means : ‘As
follows’
1. The requirements for this position are:
• A degree in Accounts or Economics
• Sound financial background
•
The Apostrophe is used to:
1. Show possession
• Anu’ s case studies
2. Show contractions [not acceptable in
formal writing]
• It’ll [It will]
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•
STAR Format of Written Communication
4. Detail & Design Approach
Use limited colors
Avoid double emphasis
Use templates
Use glossy paper
Use no more than 5 fonts
Rewrite
Combine sentences
Omit needless words
Brief writing style
STAR Format of Written Communication
1. Analyze
the
Purpose
2. Consider the
Audience
5. Execute with
Confidence
STAR / ACBDE Model of
Communication
4. Detail &
3. Build the
Design
Approach
Structure
STAR Format of Written Communication
5. Execute with Confidence
Never write when you are upset
•
Write quickly; Write the easy parts
First
•
Write like you talk: You’ll fix it later
•
Imagine explaining the subject in
person.
•
Do a spell check before sending
•
Read the message a one more time
before sending
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•
STAR Format of Written Communication
5. Execute with Confidence
The ‘Write Perfect’ Checklist - Before clicking on ‘send’… Review!
Have I stated my
purpose correctly
and provided
information that
the readers would
like to know?
Is the
communication well
organized in terms of
formatting,
structuring, etc.?
Is my
communication
sounding
pleasant?
Have I written in
appropriate, short
and crisp sentences?
Have I stated clearly
what response I want
from the reader ?
SPIN INTERVIEW FRAMEWORK
Learning Objectives
What is Business Communication
2
Types of Communication
3
STAR Format of Written Communication
4
Essentials of Effective Communication
5
Tips for Smart Communication
6
Communication across cultures
7
Exercises
8
Summary
#
1
Essentials of Effective Communication
Creates
Goodwill
Saves Reader’s
Time
Correct
Complete
Clear
Clear
Business communication should
be clear and should be self
explanatory about why it has
been written.
Complete
The information given should be
complete and should not leave
any scope for questions / lack of
information.
Correct
The information provided should
be correct and fact based.
Save Reader’s Time
The communication should be
such that the reader saves time
in undertsanding the message.
Create Goodwill
The message should be pleasant.
clear, correct as this will result in
creating goodwill for te sender of
the message / communication.
SPIN INTERVIEW FRAMEWORK
Learning Objectives
What is Business Communication
2
Types of Communication
3
STAR Format of Written Communication
4
Essentials of Effective Communication
5
Tips for Smart Communication
6
Communication across cultures
7
Exercises
8
Summary
#
1
FIVE
MANAGEMENT
TipsFUNCTIONS
for Smart OF
Communication
1
2
Letters & Memos
• Open & closed
punctuation
• Full stops at end
<
of addresses
• Full stops in
abbreviations
• Date & Signature
• Subject Line –
optional & rare
Meeting Agenda
• Time & place must
be mentioned
• Purpose of meeting
must be clearly
mentioned.
• Dial-in numbers
must be given in
case of virtual
conferences
3
4
Minutes of the
Mailing List
Meeting
• Check mailing list
• Decisions reached for every
must be listed
communication
• Action Items
sent
along with
• Keep updating
stakeholders’
your mailing list
names must be
• Categorize
documented
mailing list as per
the information
5
Netiquette
• Never flame.
• Use FULL CAPS
only to emphasize
• Send messages on
a need basis
• Don’t forget to add
attachments if
mentioned
FIVE
MANAGEMENT
TipsFUNCTIONS
for Smart OF
Communication
6
7
Resume
• Content: Name,
Objective, Education,
Experience, Personal
<
details, References
• Two pages max
• Highlight strengths
• Use templates but
enhance them
Reports
• Content: Cover
page, Index,
Executive summary,
Appendices
• Steps: Define
problem, Gather
information,
Analyze & organize
information
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9
10
FAQs
Covering Letters
Sales Proposal
• Should be correct
• Content: Budget, • Brief - 3
paragraphs, bullets and based on
Objectives,
research
Strategy & Tactics, • Focus on - Major
• Should be created
Schedule, Results, requirements
• Differentiators by Subject Matter
and Closing
Research through
Experts [SMEs]
• Should be
• Should have a
Web / friends /
persuasive &
contact person’s ecolleagues
accurate
mail
• Do not plead
Tips for Smart Communication
Misplaced Word – Beware!
Sometimes misplaced words are used for comic effect
“The other day I shot an elephant in my pajamas.
How he got in my pajamas I'll never know.”
Groucho Marx
Tips for Smart Communication
Misplaced Word – Beware!
Consider the different meanings
in the following sentences:
The dog under the tree bit Carrie.
vs.
The dog bit Carrie under the tree.
Tips for Smart Communication
Misplaced Word – Beware!
We have recruited a Marketing Manager who worked for a
major competitor named R.C. Verma.
We have recruited a Marketing Manager named R.C. Verma
who worked for a major competitor.
SPIN INTERVIEW FRAMEWORK
Learning Objectives
What is Business Communication
2
Types of Communication
3
STAR Format of Written Communication
4
Essentials of Effective Communication
5
Tips for Smart Communication
6
Communication across cultures
7
Exercises
8
Summary
#
1
Communication across Cultures
English is frequently the language used in global
business even though it is not the language spoken /
written by the majority of people in the world.
Here’s how you can ensure you do not go wrong
while communicating across cultures.
Communication across Cultures
Tips for Native Speakers of English - Writing
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•
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•
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Avoid long or complex sentences
Do not present someone with too many points at
once
Avoid Idioms or colloquialisms, slang, jargon
Review everything you write to try and determine
if a non-native speaker may have difficulty
understanding the meaning
When in doubt, lean toward the formal side
Begin communication with a preliminary
statement, such as thanking someone for his or her
last communication. This applies to both spoken
and written communication
Humor is notoriously culture-specific: Many things
that pass for humor in one culture can be seen as
grossly offensive in another
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•
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SPIN INTERVIEW FRAMEWORK
Learning Objectives
What is Business Communication
2
Types of Communication
3
STAR Format of Written Communication
4
Essentials of Effective Communication
5
Tips for Smart Communication
6
Communication across cultures
7
Exercises
8
Summary
#
1
Exercises on Written Communication
Rewrite in simple words
1. Campus Jewelers’ main objective is to increase sales. Specifically, the objective is to double
sales in the next five years by becoming a more successful business.
Campus Jewelers’ objective is to double sales in the next five years.
2. As of this date I haven't received any documents
So far I haven't received any documents.
3. I am in receipt of your letter.
I have received your letter.
Exercises on Written Communication
Rewrite in simple words
4. In the event that it happens, I will go to Australia.
If it happens, I will go to Australia.
5. It often rains in the month of July.
It often rains in July.
6. Kindly confirm the same.
Please confirm.
Exercises on Written Communication
Use a comma to separate a phrase which precedes the main sentence.
1. For any further clarification on vendor discount related issues please call Monica Giroux on
Dial Comm. 8*622 2107.
For any further clarification on vendor discount related issues, please call Monica Giroux
on Dial Comm. 8*622 2107.
Which one is correct usage of a comma / period / full stop?
I believe the changes went in, have we tested the changes to see if the data is following
the assignment rules?
I believe the changes have been made. Have we tested them to see if the data is
following the assignment rules?
SPIN INTERVIEW FRAMEWORK
Learning Objectives
What is Business Communication
2
Types of Communication
3
STAR Format of Written Communication
4
Essentials of Effective Communication
5
Tips for Smart Communication
6
Communication across cultures
7
Exercises
8
Summary
#
1
Summary
Communication should be Clear, Correct,
Crisp, Credible, & Consistent
Follow the STAR Format for written
communication
Any communication should sound pleasant –
same is true for written communication
Be sensitive to other cultures while
writing
Always review your communication
before pressing the send button
Happy Writing!