CHAPTER 2 Creating Business Messages Instructor Only Version © 2007 Thomson South-Western Audience oriented Purposeful Economical Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 2 Improving Your Business Writing To improve your writing skills, you need Good teaching materials with excellent model documents An effective writing process A trainer Practice Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 3 The Writing Process Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 4 The Writing Process Prewriting: the 1st phase of the writing process involves analyzing and anticipating the audience and then adapting to that audience. Writing: the 2nd phase of the writing process includes researching, organizing the message, and actually writing it. Revising: the 3rd phase of the writing process includes revising for clarity and readability, proofreading for errors, and evaluating for effectiveness. Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 5 Approximately how much time should be spent at each stage? Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 6 Prewriting Analyzing the purpose and the audience • Identifying your purpose: to inform or to persuade or to promote goodwill • Selecting the best channel depends on importance of the message, the feedback required, the need of permanent record, the cost, the degree of formality • Switching to faster channels Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 7 Factors Determining Channel Selection Importance of message Amount and speed of feedback required Necessity of a permanent record Cost of the channel Degree of formality required Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 8 Media Richness The extent to which a channel or medium recreates or represents all the information available in the original message. Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 9 Factors Affecting Media Richness Speed Interactivity Verbal and nonverbal cues Everyday language Focus on individual Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 10 Media Richness A richer medium, such as face-to-face conversation, permits more interactivity and feedback. They enable the sender to provide more verbal and visual cues, as well as allow the sender to tailor the message to the audience. A leaner medium, such as report or proposal, presents a flat, one dimension message. Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 11 Choosing Communication Channels Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 13 Choosing Communication Channels (continued) Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 14 Choosing Communication Channels (concluded) Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 15 E-mail What channel is best to announce decreased insurance benefits for 250 employees? Fax Letter Memo Report Telephone Voice Mail Meeting Conversation Discuss any differences with the suggested answers provided. Mary Ellen Guffey, Essentials of Business Communication, 7e Web Chapter 2, Slide 16 What channel is best for a sales message promoting a new product to customers? What channel is best for responding to similar customer inquiries? Mary Ellen Guffey, Essentials of Business Communication, 7e E-mail Fax Letter Memo Report Telephone Voice Mail Meeting Conversation Web Chapter 2, Slide 17 Prewriting Analyzing the purpose and the audience • Identifying your purpose • Selecting the best channel • Switching to faster channels Anticipating the Audience • Profiling the audience • Responding to the profile Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 18 Asking the Right Questions to Profile Your Audience Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 19 Asking the Right Questions to Profile Your Audience (concluded) Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 20 Prewriting Analyzing the purpose and the audience • Identifying your purpose • Selecting the best channel • Switching to faster channels Anticipating the Audience • Profiling the audience • Responding to the profile Adapting to the task and audience Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 21 Spotlight Audience Benefits Create a Message That Suits Your Audience Mary Mary Ellen Ellen Guffey, Guffey, Essentials Essentials of Business of Business Communication, Communication, 7e 7e Chapter Chapter2, 2,Slide Slide 22 Spotlight Audience Benefits Shape your statements to involve the reader. Instead of this: Try this: We are promoting a new plan that we believe has many outstanding benefits. You will enjoy total peace of mind with our affordable hospitalization plan that meets all your needs. Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 23 Spotlight Audience Benefits Create a Message That Suits Your Audience Cultivate A “You” View Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 24 Cultivate a “You” View Emphasize second-person pronouns (you/your) instead of first-person pronouns (I/we, us, our) Instead of this: Try this: Before we can allow you to purchase items on this new account, we must wait two weeks to verify your credit. You may begin making purchases on your new account in two weeks. Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 25 Create audience benefits and use the “you view.” Revise these sentences: These are better: Quick You can now purchase H-P computers at Check discounted prices. We are now offering H-P computers at discounted prices. We are pleased to announce that you have been approved to enroll in our leadership training program. Congratulations! You have been selected to enter our leadership training program! Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 26 Spotlight Audience Benefits Create a Message That Suits Your Audience Sound Conversational Mary Mary Ellen Ellen Guffey, Guffey, Essentials Essentials of Business of Business Communication, Communication, 7e 7e Cultivate A “You” View Chapter Chapter2, 2,Slide Slide 27 Sound Conversational Instead of this: Try this: The undersigned takes pleasure in . . . I’m happy to . . . It may be of some concern to you to learn that your check has been received and your account has been credited for $250. We’ve credited your account for $250. Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 28 Sound Conversational, but Professional A: Hey, boss, GR8 news! Firewall now installed! BTW, check with me b4 announcing it. B: Mr.Smith, our new firewall software is now installed. Please check with me before announcing it. Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 29 Sound Conversational, but Professional A: All employees are herewith instructed to return the appropriately designated contracts to the undersigned. B: Please return your contracts to me. Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 30 Levels of Language Use Unprofessional Conversational Formal Found in Some comic strips, and songs, some commercials, some conversations, some IM and e-mail messages Business messages, novels, most newspapers, and most magazines Mary Ellen Guffey, Essentials of Business Communication, 7e Scientific writing, legal documents, scholarly books, formal essays, proclamations Chapter 2, Slide 31 Unprofessional Conversational Formal Characterized by Incorrect grammar, unpredictable sentence structure, inappropriate punctuation, slang, vulgarisms Correct grammar and punctuation, conversational tone, simple sentence structure, familiar words Mary Ellen Guffey, Essentials of Business Communication, 7e Correct grammar, serious tone, complex sentence structure, polysyllabic words Chapter 2, Slide 32 Unprofessional Conversational Formal Examples Wasted guts nab bad-mouth dough, bread stewed, plastered I ain’t humongous tight Ruined nerve catch criticize money intoxicated, drunk I’m not enormous frugal Mary Ellen Guffey, Essentials of Business Communication, 7e Annihilated courage apprehend disparage currency inebriated I am not prodigious penurious Chapter 2, Slide 33 Revise to make the tone conversational, yet professional and concise. Revise these sentences: These are better: We urge you to Quick approve the contract by voting yes. Check To facilitate contract ratification, your negotiators urge that the membership respond in the affirmative. Kindly inform the undersigned whether or not your representative will be making a visitation in the near future. Mary Ellen Guffey, Essentials of Business Communication, 7e Please tell me whether your representative will be visiting before June 1. Chapter 2, Slide 34 Spotlight Audience Benefits Employ Positive Language Create a Message That Suits Your Audience Cultivate A “You” View Sound Conversational Mary Mary Ellen Ellen Guffey, Guffey, Essentials Essentials of Business of Business Communication, Communication, 7e 7e Chapter Chapter2, 2,Slide Slide 35 Positive Language The clarity and tone of message are considerably improved if you use positive rather than negative language. It creates goodwill and gives more options to receivers. Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 36 Employ Positive Language Instead of this: Try this: Employees may not use the Employees may use First Street entrance during the Market Street entrance during remodeling. remodeling. We cannot fill your order until we receive an exact model number. Mary Ellen Guffey, Essentials of Business Communication, 7e We can fill your order once we receive an exact model number. Chapter 2, Slide 37 Hidden Messages Some words and phrases convey a negative and unpleasant tone. They may imply a hidden message that the writer does not intend. Think twice before using the following negative expressions. Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 38 Negative Language Hidden Meaning You overlooked You are careless You state that But I don’t believe you You failed to You are careless You claim that It’s probably untrue You are wrong I am right You do not understand You are not very bright Your delay You are at fault You forgot to You are inefficient and careless Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 39 State ideas more positively. Revise these sentences: These are better: You will be paid Quick promptly once the Check job is completed We must withhold payment until you complete the job satisfactorily. If you fail to follow each requirement, you will not receive your $50 rebate. Mary Ellen Guffey, Essentials of Business Communication, 7e satisfactorily. By following each requirement, you will receive your $50 rebate. Chapter 2, Slide 40 Spotlight Audience Benefits Use Inclusive Language Create a Message That Suits Your Audience Employ Positive Language Mary Mary Ellen Ellen Guffey, Guffey, Essentials Essentials of Business of Business Communication, Communication, 7e 7e Cultivate A “You” View Sound Conversational Chapter Chapter2, 2,Slide Slide 41 Inclusive Language A business writer who is alert and empathic will strive to use words that include rather than exclude people. Sensitive communicators avoid language that excludes people. Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 42 Use Inclusive Language Instead of this: Try this: Have you called a salesman? Have you called a salesperson? Every executive has his own office. All executives have their own offices. Every executive has an office. All executives have offices. Every executive has his or her own office. This alternative is wordy and calls attention to itself Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 43 Revise to use inclusive language. Revise these sentences: These are better: Any applicant for the position of policeman must submit a medical report signed by his physician. Applicants for police officer positions must submit medical reports signed by their physicians. All employees are entitled to see their personnel files. Quick Check Every employee is entitled to see his personnel file. Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 44 Spotlight Audience Benefits Draw on Familiar Words Adopt Plain Language Cultivate A “You” View Create a Message That Suits Your Audience Use Inclusive Language Sound Conversational Use Positive Language Mary Mary Ellen Ellen Guffey, Guffey, Essentials Essentials of Business of Business Communication, Communication, 7e 7e Chapter Chapter2, 2,Slide Slide 45 Adopt Plain Language Avoid federalese, bureaucratese, and inflated language. Federalese: Each person to whom the request is herein addressed is henceforth solicited to submit, or to have his or her department representative submit, to the Department of Labor official described above, a comment on whether the proposed plan, in his or her considered view, meets the requirements of the 2003 law. Simple Translation: You may wish to comment on whether the proposed plan meets the requirements of the 2003 law. Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 46 Draw on Familiar Words Avoid long, difficult, and unfamiliar words. Use short, simple, and common words whenever possible. Less familiar words Simple alternatives encounter extrapolate obligatory terminate meet project required end Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 47 Revise the following sentences using simpler language. Please ascertain whether Please find out whether we must perpetuate our we must continue our current contract. current contract. Quick Check He hypothesized that stock values would deteriorate. He guessed that stock values would fall. Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 48 Revise the following sentences using simpler language. Because we cannot monitor all activities, we must terminate the agreement. I’ll interface with Mark to access his people. Because we cannot check all activities, we must end the contract. Quick Check I’ll talk with Mark about using his staff. Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 2, Slide 49