Chapter 4 – Planning Business Messages

AOS 272

Effective Business Messages are: Purposeful – All business messages are

intended to accomplish something Share information Solve a problem Request resources Persuade the reader to act or think in a certain

way

Effective Business Messages are: Audience-centered – Business messages

must connect with their audience to accomplish their purpose. To do so, you must consider: Audience’s point of view Audience’s needs Audience’s background

Effective Business Messages are: Concise – Be respectful of the audience’s

time by presenting information clearly and efficiently. Messages should only be as long as they absolutely need to be to accomplish their purpose.

Three Step Writing Process

Plan Analyze the situation: purpose and audience Gather information Choose form Organize: direct or indirect?

Write Complete

Planning

Purpose

Reader

Essential points

Paragraph order

Purpose

What is my goal for this message? What general purpose do I want to

accomplish? Who will read it? What is the main idea of this message?

Goals

General Communication Goals Receiver Understanding Receiver Response Favorable Relationship Organizational Goodwill

General Purpose

Inform Persuade Collaborate

Specific Purpose

Main idea of message Answer a question Give information Persuade reader to act Change opinion Collaborate with reader

What do you want your reader to do or think?

Secondary Purpose

Additional action Supporting ideas or

information Reader relationship

and goodwill

Reader Analysis

Knowledge Interest Attitudes Emotional state Expectations Probable reaction

Multiple Receivers

Analyze each one Generalize

The You-Viewpoint

How would I respond to this message if I were the reader?

What can I focus on or emphasize that will interest or benefit the reader?

Change negative terms to positive – focus on what you can do, not on what you can’t do.

Essential Points

Outline the content Brainstorm ideas Research background or information Ask audience what is needed Have I given the reader what he or she needs to

accomplish the purpose?

Have I answered these questions? Who? What? When? Where? Why? How?

Paragraph Order

What type of plan? Direct – puts the most important information first Indirect – gives background or reasons before

main point

Compose the Message

Draft Edit Revise Proofread Repeat, as necessary!

Remember:

PurposeReaderEssential pointsParagraph order

Effective Business Writing

Presented by

Lou Dunham, MS

Audience Analysis and the “You” Viewpoint Courteous – puts reader’s needs first Free of bias and stereotypes Uses a plan that fits the message

Write Clear Sentences

Choosing the Right Words

“I never use a word like metropolis when I can get the same price for city.”

--Mark Twain

“Little men use big words; big men use little words.

--Winston Churchill

Style and Tone

Conversational language but professional tone

Avoid out-dated formalityNOT:It has come to our attention that the obfuscation of this allocated three-dimensional expanse is violation of statute.

What is this saying?

And NOT:

Yo! Gt yr msg. Can U bleev ths clss? IM so LOL. Gotta run. TTYL.

Use Simple WordsUse Simpler Words Instead of Complex Words

Complex Words Simpler Words approximately ascertain assistance commence converse endeavor enumerate equitable finalize gratuitous hold in abeyance interrogate it is requested that negligible numerous omit peruse procure pursuant to your request render services subsequently sufficient terminate utilize detained verbalize viable option

about find out help start or begin talk try list fair complete or finish free delay ask please small or slight many skip read or study get as you asked serve later enough end, finish, fire use delayed say good choice

Use Concise Words

Use only the words needed to convey your meaning clearly.

Avoid “doublets” and redundancy

Use specific details to improve clarity

Use Conversational Words

Write as you would speak in a professional conversation

Avoid clichés and over-used phrases Use jargon only if it is appropriate and if you

are sure the reader is familiar with its meaning

Mary Ellen Guffey Spring Newsletter

Complete and Fluent Sentences Sentence = Clause Clause = Subject + Verb Punctuation

I enrolled at SFCC I am taking business classes

I enrolled at SFCC; I am taking business classes.

I enrolled at SFCC, and I am taking business classes.

I enrolled at SFCC where I am taking business classes.

Construct Effective Paragraphs

Keep Paragraphs Short

Short paragraphs are easier to understand and less intimidating.

Short paragraphs average 6 to 7 lines. Paragraphs usually should not be more than

12 lines.

Give Paragraphs Unity

One topic per paragraph All sentences relate to the main topic Omit unnecessary detail

Avoid the “Zone of Confusion” Action or Current

Status

We accept your statement and are crediting your account.

Enclosed is a refund of the charge.

Background We received your

letter.

You stated that there was an error.

Your bank did not transfer the funds.

Use Organization and Emphasis Organization should suit topic Direct or indirect

Chronological

Process Series of events

Compare and contrast

Similarities Differences

Problem – causes – solution

Journalistic

Who What When Where Why How

Emphasis in paragraphs

Length Short paragraphs emphasize content; long paragraphs de-

emphasize content. Location

Beginning and end have greatest emphasis. Repetition

Use key words repeatedly Explicitness

Specify important points Format

Use lists and parallel construction Mechanics

Fonts, bold and underlines, graphic elements

Use graphics to clarify and add interestSamples

Tables

ChartsBar and column

Pictographs

Pie

Line

On-Site Daycare

Company Benefits Employee Benefits Concerns

Reduced absences

Hiring incentive

Employee retention

Cost savings

Peace of mind

Facility

Staffing

Regulations

Edit for clarity and coherenceEntire document

CompleteAll needed information

CoherentOrganization and flow

ParagraphsConcise

Only needed detailsConsistent

OrganizedSentences

Correct Check grammar, punctuation, word choices

Misused and confused words