Planning Business
Messages
Effective Business Messages
• Purposeful
• Audience-centered
• Concise
Three-Step Writing Process
• Planning
• Writing
• Completing
Analyze Your Purpose
• General
• Specific
– Inform
– Realism
– Persuade
– Timing
– Collaborate
– 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 Best
Channel 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,
So that your order can be filled
we must ask for another copy of
promptly, please send another
the requisition.
copy of the requisition.
Instead of This
Use This
You should never use that type
That type of paper doesn’t work
of paper in the copy machine.
very well in the copy machine.
Emphasize the Positive
Instead of This
Use This
It is impossible to repair your
Your vacuum cleaner will be
vacuum cleaner today.
ready by Tuesday.
Instead of This
Use This
•Cheap merchandise
•Bargain prices
•Toilet paper
•Bathroom tissue
•Elderly person
•Senior citizen
Establish Credibility
• Show understanding
• Explain credentials
• Avoid exaggerating
• Believe in yourself
Be Polite
Instead of This
Use This
You really fouled things up with
Let’s review what went wrong
that last computer run.
so that the next computer run
goes smoothly.
Instead of This
Use This
You’ve been sitting on our order
We are eager to receive our
for two weeks. We need it now!
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
Three-Step Writing Process
• 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
Alphanumeric
I.
First Major Part
Decimal
1.0 First Major Part
A.
First subpoint
1.1
First subpoint
B.
Second subpoint
1.2
Second subpoint
C.
II.
1.
Evidence
1.2.1
Evidence
2.
Evidence
1.2.2
Evidence
Third subpoint
Second Major Point
1.2.3 Third subpoint
2.0 Second Major Point
A.
First subpoint
2.1
First subpoint
B.
Second subpoint
2.2
Second subpoint
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
Avoid Passive Voice in General
•There are problems with this contract.
•It is necessary that the report be finished by next week.
Use Active Voice in General
•This contract has problems.
•The report must be finished by next week.
The Passive Voice
Sometimes Avoid Active Voice
•You lost the shipment.
•We have established criteria to evaluate capital expenditures.
Sometimes Use Passive Voice
•The shipment was lost.
•Criteria have been established to evaluate capital expenditures.
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 •Moreover, furthermore, in addition
Causal Relationship •Therefore, because, since, thus
Comparison •Similarly, likewise, still, in comparison
Contrast •Whereas, conversely, yet, however
Illustration •For example, in particular, in this case
Time Sequence •Formerly, after, meanwhile, sometimes
Summary •In brief, in short, to sum up
Completing Business
Messages
Three-Step Writing Process
• 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, Sound
and 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 Readability
in Short Messages
• Vary length of sentences
• Shorten paragraphs
Using Lists and Bullets
• Sequence your ideas
• Boost visual impact
• Highlight key points
• Simplify complex subjects
• Help 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, GoodNews, 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
References
and Recommendations
• State the request
• Provide a résumé
• 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 Replies
and 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 Requests
for Adjustment
• Who is at fault?
– The company
– The customer
– A third party
References and
Recommendations
• 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
• Respectful
• Relevant
• Succinct
• Not misleading
• Assertive
• Neutral
• Brief
Provide Reasons
That 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
Claims and Adjustments
• Things to employ
• Things to avoid
– Courtesy and tact
– Accepting blame
– Indirect approach
– Accusations
– Understanding
– Negative language
– Alternatives
– Defamation
Organizational News
• Bad news about products
• Bad news about company operations
Letters of
Recommendation
• 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
Negative
Performance 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
• Psychographics
– Gender
– Personality
– Income
– Attitudes
– Education
– Lifestyle
Considering
Cultural Differences
• Individual differences
• Organizational differences
Establishing Credibility
• Facts
• Objectivity
• Sources
• Sincerity
• Expertise
• Trust
• Common ground
• Good intentions
• Enthusiasm
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
Claims and Adjustments
• State the problem
• 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
• Product samples
• Features and
benefits
• Emotions or values
• Numbers or
questions
• Shared traits
• 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
Three-Step Writing Process
• 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
• Informational
– Analyze
– To summarize
– Evaluate
– To explain
– Recommend
– To submit
Drafting a
Preliminary Outline
Descriptive (Topical)
Informative (Talking)
I. Industry Characteristics
I. What is the nature of the industry?
A. Annual Sales
A. What are the annual sales?
B. Profitability
B. Is the industry profitable?
C. Growth Rate
C. What is the growth pattern?
1. Sales
1. Sales growth?
2. Profit
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 Information
on 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 Primary
Information
• 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
Three-Step Writing Process
• Planning
• Writing
• Completing
Organizing Reports
and Proposals
• Format
• Length
• Order
• Structure
Selecting Format
and 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
• Pie charts
• Line or bar charts
• Line or dot charts
• Pie or area charts
• Maps
• Bar charts
• Flow charts
The Parts of a Table
Stub head
Subhead
Subhead
Single
Column
Head
Row head
Row head
Subhead
Subhead
Total
XXX
XXX
XX
XX
XX
XX
XXX
XXX
XXX
XXX
XX
XX
XX
XX
XX
XX
Multicolumn Head*
Source: (In the same format as a text footnote).
*Footnote (for explanation of elements in the table).
Single
Column
Head
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 Reports
and 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 Reports
and Proposals
• Revising
• Producing
• Proofreading
Components
of Formal Reports
• Prefatory parts
• Text of the report
• Supplementary parts
Prefatory Parts
• Letter of authorization
• Synopsis or abstract
• Cover page
• Table of contents
• Letter of acceptance
• Letter of transmittal
• Title fly or title page
• Executive summary
Text of the Report
• Introduction
• Body
• Closing
Supplementary Parts
• Appendixes
• Bibliography
• Index
Components of
Formal Proposals
• Cover
• List of illustrations
• Title fly
• Proposal request
• Title page
• Executive summary
• Table of contents
• Letter of transmittal
Text of the Proposal
• Introduction
• Body
• Closing