Session 7.ppt - Learnline - CDU's online learning … 3x3 writing process Plain English A plain English writing style uses: • positive language • clear expression • a courteous

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Session 7

WRITINGCORRESPONDENCE,EMAILS ANDSHORT REPORTS

CMC101

Learning objectives After studying this chapter you should be able to:

1 plan and write effective business letters and adapt the style for international business correspondence

2 recognise good news/neutral letters and apply the direct order of information

3 write considered bad news letters using the indirect order of information

4 understand the AIDA formula and write effective persuasive letters5 plan and write effective memos6 create effective email messages7 plan, format and write short reports—justification, progress, periodic,

fillable and analytical reports—so as to effect the efficient transfer of information

2 Copyright © 2013 Pearson Australia (a division of Pearson Australia Group Pty Ltd) – 9781442548480/Dwyer/Communication for the Professions/5e

Business documents

Paper-based business documents make a more formal impression than online written documents

Business letters are written for a number of reasons:• to initiate action• to inform• to request• to persuade

A memorandum is a standard format for written communication within an organisation

A short report is written communication within and outside an organisation


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Parts of a letter



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Types of layout

The effect of any letter is improved by the choice of a suitable and correct layout

The parts of a letter can be arranged in different waysThere are two main types of layout:

• full block layout• modified block layout

The parts and content are arranged in these layouts to create a positive first impression


Punctuation styles

There are two types of punctuation styles for business letters:

• open style– omits punctuation throughout each part of the

letter except the body• mixed style

– a comma is placed after the salutation and after the complimentary close


Planning a business letter

There are seven steps in planning a business letter:1. Decide on the purpose of the letter2. Decide what is to be said3. Write all the ideas in point form4. Order these ideas into a sequence appropriate to the

type of letter required5. Write the first draft using correct business writing

style (plain English)6. Read the letter to ensure that the intended purpose

can successfully be achieved7. Rewrite if necessary


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The 3x3 writing process

Plain English

A plain English writing style uses:• positive language• clear expression • a courteous tone

Combine these features with a logical structure to create a letter that is easy to read and understand


International business letters

Avoid words that may be confusing and unfamiliar to those for whom English is a second language—• acronyms • technical jargon• slang• colloquialisms• metaphors

Make the subject of a sentence clearAvoid complex sentences with several adverbs or other

modifiers12 Copyright © 2013 Pearson Australia (a division of Pearson Australia Group Pty Ltd) – 9781442548480/Dwyer/Communication for the Professions/5e

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Writing order

Some situations in which good news or neutral letters are used are:• an enquiry • a request• an acknowledgement• a letter of introduction • informing members of an organisation’s activities• extending an agreement or creating goodwill

A direct order of information is used for these types of letters


Bad news letters

A bad news letter is difficult to write successfully It offers bad news, yet must try and retain goodwill

Writing strategy for bad news letter• Open with a neutral buffer• Explain the situation• Give the refusal or negative news• Close with a positive paragraph


Persuasive letters

Writing strategy for a persuasive letter• Open with a sentence or paragraph that catches

reader’s attention• Develop an idea that interests reader or show how

idea serves reader’s interests• Develop reader’s desire to have product or service or

respond to letter• State action to be taken


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AIDA formula

A persuasive letter can achieve its purpose by using the AIDA formula:

Attention

Interest

Desire

Action


Persuasive techniques

Make an offerUse a startling statementTell an anecdoteOffer a bargainAsk a question


Sales letters

Writing strategy for a sales letter:• Catch reader’s attention in subject line or intro

paragraph• Use intro paragraph to focus reader’s self-interest• Emphasise central selling point, create desire and give

price• Close with actions to be taken


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Credit letters

It is important to communicate effectively with customers requesting credit

The ‘4Cs of credit’1. Character2. Capital3. Capacity4. Conditions(Hemphill, McCormick and Hemphill, 2001, p.175)


Collection letters

Collection letters use persuasion to collect money from those who are slow to pay

Collection process:• reminder stage• strong reminder stage• inquiry stage• urgency stage


Memos

A memo is a standard format for internal written communication

The parts of a memo parallel those of a business letterHowever they are fewer and simpler, dispensing with

some of the courtesies of a letterThe body of a memo contains a clearly structured

message, often written in short, numbered paragraphsPlain English is the preferred writing style


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Effective email messages

Electronic mail (email)is the transmission of messages from computer to computer through electronic transmission devices such as modems, telephone lines, mail servers and other telecommunications services


Short reports

A report (whether long or short) is a document containing comprehensive information on a specific topic

Its function is to provide information (and sometimes expert opinion) to management, for checking on progress, making future plans, or making decisions

Short reports (in contrast to long reports) keep detail to a minimum to achieve easy to read communication


Types of short reports

There are five widely used types of short reports:Justification reports: present an idea or proposal and then justify

it with evidence

Progress reports: written on request or according to need to inform management of rate of progress in relation to goals or schedule

Periodic reports: provides objective information on a regular basis

Fillabale reports: a uniform document requesting information to be filled in designated sections

Analytical reports: assesses a situation or problem and recommends a course of action.


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Documents

Session 7.ppt - Learnline - CDU's online learning … 3x3 writing process Plain English A plain English writing style uses: • positive language • clear expression • a courteous