Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian Edition Copyright 2010 by © Nelson Education Ltd Ch. 2- Chapter 2

Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian EditionCopyright 2010 by © Nelson Education Ltd Ch. 2-

Chapter 2Chapter 2

BeforeYou

Write


Characteristics of Business Writing

Characteristics of Business Writing

Business writing must be• audience oriented• purposeful• professional• economical


The Writing ProcessThe Writing Process

Stage 1: PrewritingAnalyzing

AnticipatingAdapting

Stage 2: WritingResearchingOrganizingComposing

Stage 3: RevisingRevising

ProofreadingEvaluating


Analyze the Purpose for WritingAnalyze the Purpose for Writing

Ask yourself two important questions:

• Why am I sending this message?

• What do I hope to achieve?


Factors Determining Channel Selection

Factors Determining Channel Selection

n Importance of the message

n Amount and speed of feedback requiredn Necessity of a permanent record

n Cost of the channel

n Degree of formality required

n Best practices in your company


Anticipate the AudienceAnticipate the Audience

To achieve your communication goals,

• profile the audience• respond to the profile


Emphasize Reader Benefits and Develop the “You” View


Instead of this:We are promoting a new plan that we believe has many outstanding benefits.

Try this:You will enjoy total peace of mind with our affordable holiday get away plan that meets all your needs.

Shape your statements to involve the reader. Strive to develop the “you” view.




Instead of this:Before we can allow you to purchase items on this new account, we must wait two weeks to verify your credit.

Try this:You may begin making purchases on your new account in two weeks.





Instead of this:I need your response immediately so that I can make the employee vacation schedule by next week.

Try this:Your quick response means your vacation schedules will be ready next week.



Use Conversational LanguageUse Conversational Language

Instead of this:The undersigned takes pleasure in . . . .

Instead of this:It may be of some concern to you to learn that your cheque has been received and your account has been credited for $250.

Try this:I’m happy to . . . .

Try this: We’ve credited your account for $250.


Use Positive LanguageUse Positive Language

Instead of this:Employees may not use the First Street entrance during remodeling.

Instead of this:We cannot fill your order until we receive an exact model number.

Try this:Employees may use the Market Street entrance during remodeling.

Try this: We can fill your order once we receive an exact model number.


Use Inclusive LanguageUse Inclusive Language

Instead of this:Have you called a salesman?

Instead of this:Every executive has his own office.

Try this:Have you called a salesperson?

Try this: All executives have their own offices.


Try Your SkillTry Your Skill

Revise this sentence to create a more conversational tone and to state your idea positively. The undersigned takes great pleasure in

welcoming you to our staff.I’m happy to welcome you to our staff.



Revise this sentence to create a more conversational tone and to state your idea positively. We cannot send your order from our

warehouse until June 1.Your order will be on its way to you June 1.



Revise this sentence to create reader benefits. I have 15 different financial plans to offer

my investors.You have 15 different financial plans from which to choose.



Revise this sentence to create reader benefits. We want all newly hired employees to use

our carpooling program for at least three months.As a newly hired employee, you won’t have to drive to work for the first three months because you can carpool.


Use Plain LanguageUse Plain Language

Avoid inflated language.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 undersigned officer, a comment on whether the proposed plan, in his or her considered view, meets the requirements of the bill recently tabled in Parliament.

Simple Translation: You may wish to comment on whether the

proposed plan meets the requirements of the new bill.


Use Familiar WordsUse Familiar Words

Less familiar words:encounter

extrapolate

obligatory

terminate

Simple alternatives:meetprojectrequiredend

Avoid long, difficult, and unfamiliar words. Use short, simple, and common words whenever possible.



Revise this sentence using simpler language. You may encounter difficulties in

terminating the contract.You may meet difficulties in ending the contract.



Revise this sentence using simpler language. As stipulated, we extrapolated the budget

figures for two years.As required, we projected the budget figures for two years.



Revise this sentence using simpler language. Will you utilize workbooks during the

obligatory training period?Will you use workbooks during the required training period?



Revise this sentence using simpler language. We anticipate that a majority of the

alternatives will be fundamental enough to meet our requirements.We expect that most of the choices will be basic enough to meet our needs.


Seven Ways Technology Can Improve Your Business

Writing

Seven Ways Technology Can Improve Your Business

WritingÊ Fighting writer’s blockË Collecting information electronicallyÌ Using templatesÍ Improving correctness and precisionÎ Adding graphics for emphasisÏ Designing and producing professional-looking

documents, presentations, and Web pagesÐ Using software for team writing


End

Documents

Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian Edition Copyright 2010 by © Nelson Education Ltd Ch. 2- Chapter 2