Writing
Business Messages
© Prentice Hall, 2008
Business Communication Today, 9e
Chapter 5 - 1
Three-Step Writing Process
• Planning
• Writing
• Completing
© Prentice Hall, 2008
Business Communication Today, 9e
Chapter 5 - 2
Adapt to the Audience
• Sensitivity
• Relationships
• Style and tone
© Prentice Hall, 2008
Business Communication Today, 9e
Chapter 5 - 3
Audience Sensitivity
1. Adopt a “you” attitude
2. Demonstrate business etiquette
3. Emphasize the positive
4. Use bias-free language
© Prentice Hall, 2008
Business Communication Today, 9e
Chapter 5 - 4
1. Using the “You” Attitude
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Focus on your audience
Practice genuine empathy
Be sensitive to situations
Keep criticism professional
© Prentice Hall, 2008
Business Communication Today, 9e
Chapter 5 - 5
The “You” Attitude
• Instead of this: To help us process this
order, we must ask for another copy of
the requisition.
• Use this: So that your order can be
filled promptly, please send another
copy of the requisition.
© Prentice Hall, 2008
Business Communication Today, 9e
Chapter 5 - 6
The “You” Attitude
• Instead of this: You should never use
that type of paper in the copier.
• Use this: That type of paper doesn’t
work very well in the copier.
© Prentice Hall, 2008
Business Communication Today, 9e
Chapter 5 - 7
2. Business Etiquette
• Practice courtesy
• Be diplomatic
• Respond promptly
© Prentice Hall, 2008
Business Communication Today, 9e
Chapter 5 - 8
3. Emphasize the Positive
• Instead of this:
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Cheap merchandise
Toilet paper
Used cars
High-calorie foods
Elderly person
Pimples and zits
© Prentice Hall, 2008
• Use this:
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Bargain prices
Bathroom tissue
Resale cars
High-energy food
Senior citizen
Complexion
problems
Business Communication Today, 9e
Chapter 5 - 9
4. Bias-Free Language
• Age
• Gender
• Disability
• Race or ethnicity
© Prentice Hall, 2008
Business Communication Today, 9e
Chapter 5 - 10
Build Audience Relationships
• Establish your credibility
• Promote your company’s image
© Prentice Hall, 2008
Business Communication Today, 9e
Chapter 5 - 11
Establish Your Credibility
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Honesty and objectivity
Awareness of audience needs
Credentials, knowledge, expertise
Endorsements
Confidence and performance
Communication style
Sincerity
© Prentice Hall, 2008
Business Communication Today, 9e
Chapter 5 - 12
Build Company Image
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Be a spokesperson
Promote company interests
Follow company guidelines
Observe experienced colleagues
Ask for assistance
© Prentice Hall, 2008
Business Communication Today, 9e
Chapter 5 - 13
Controlling Style and Tone
• Use a conversational tone
• Write in plain English
• Select active or passive voice
© Prentice Hall, 2008
Business Communication Today, 9e
Chapter 5 - 14
Use a Conversational Tone
• Business messages
– Avoid obsolete or pompous language
– Avoid preaching or bragging
– Be careful with intimacy
– Use humor carefully
© Prentice Hall, 2008
Business Communication Today, 9e
Chapter 5 - 15
Write in Plain English
• Straightforward
• Easy to understand
• Conversational
© Prentice Hall, 2008
Business Communication Today, 9e
Chapter 5 - 16
Use the Right Voice
• Active voice
– Subject + verb + object
• Passive voice
– Object + verb + subject
© Prentice Hall, 2008
Business Communication Today, 9e
Chapter 5 - 17
Composing the Message
• Choosing strong words
• Writing effective sentences
• Crafting coherent paragraphs
© Prentice Hall, 2008
Business Communication Today, 9e
Chapter 5 - 18
Functional and Content Words
• Correctness
• Suitability
– Denotation and connotation
– Abstraction and concreteness
© Prentice Hall, 2008
Business Communication Today, 9e
Chapter 5 - 19
Finding Words
that Communicate Well
• Select powerful words
• Choose familiar words
• Avoid clichés and buzzwords
• Use jargon carefully
© Prentice Hall, 2008
Business Communication Today, 9e
Chapter 5 - 20
Effective Sentences
• Simple
• Compound
• Complex
• Compound-complex
© Prentice Hall, 2008
Business Communication Today, 9e
Chapter 5 - 21
Coherent Unified Paragraphs
• Paragraph elements
– Topic sentence
– Support sentences
– Transitional elements
© Prentice Hall, 2008
Business Communication Today, 9e
Chapter 5 - 22
Paragraph Development
• Illustration
• Comparison and contrast
• Cause and effect
• Classification
• Problem and solution
© Prentice Hall, 2008
Business Communication Today, 9e
Chapter 5 - 23
Using Technology
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Style sheets and templates
Autocompletion and autocorrection
File merge and mail merge
Endnotes, footnotes, indexes and
tables of contents
• Document wizards
© Prentice Hall, 2008
Business Communication Today, 9e
Chapter 5 - 24