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Ch02 Ch02 Presentation Transcript

  • Chapter 2 Writing for Business AudiencesMary Ellen Guffey, Essentials of Business Communication, 6e Ch. 2-1 Ch. 2-1
  • Improving Your Business Writing• The best business writing is • Audience oriented • Purposeful • Economical• To improve your writing skills, you need • Good teaching materials with excellent model documents • An effective writing process • A trainer (like your instructor) • Practice Ch. 2- Mary Ellen Guffey, Essentials of Business Communication, 6e 2
  • The Writing ProcessStage 1: Prewriting Stage 2: Writing Stage 3: Revising Analyzing Researching Revising Anticipating Organizing Proofreading Adapting Composing Evaluating Ch. 2- Mary Ellen Guffey, Essentials of Business Communication, 6e 3
  • 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 Ch. 2- Mary Ellen Guffey, Essentials of Business Communication, 6e 4
  • Factors Determining Channel SelectionPossible Channels: E-mail, fax, letter, memo, report, telephone, voice mail, meeting, conversation, Web • What channel is best to announce decreased insurance benefits for 250 employees? E-mail or memo Ch. 2- Mary Ellen Guffey, Essentials of Business Communication, 6e 5
  • Factors Determining Channel Selection • What channel is best for a sales message promoting a new product to customers? Letter • What channel is best for responding to similar customer inquiries? Web, letter, telephone Ch. 2-Mary Ellen Guffey, Essentials of Business Communication, 6e 6
  • Reader BenefitsShape your statements to involve thereader. Strive to develop the “you”attitude.Instead of this: Try this: We are promoting a new You will enjoy total plan that we believe has peace of mind with our many outstanding affordable hospitali- benefits. zation plan that meets all your needs. Ch. 2- Mary Ellen Guffey, Essentials of Business Communication, 6e 7
  • Reader BenefitsShape your statements to involve thereader. Strive to develop the “you”attitude.Instead of this: Try this: Before we can allow you You may begin making to purchase items on this purchases on your new new account, we must account in two weeks. wait two weeks to verify your credit. Ch. 2- Mary Ellen Guffey, Essentials of Business Communication, 6e 8
  • Reader BenefitsShape your statements to involve thereader. Strive to develop the “you”attitude.Instead of this: Try this: I need your response Your quick response immediately so that I can means your vacation make the employee schedules will be ready vacation schedule by next week. next week. Ch. 2- Mary Ellen Guffey, Essentials of Business Communication, 6e 9
  • Conversational LanguageInstead of this: Try this: The undersigned takes I’m happy to . . . . pleasure in . . . .Instead of this: Try this: It may be of some We’ve credited your concern to you to learn account for $250. that your check has been received and your account has been credited for $250. Ch. 2- Mary Ellen Guffey, Essentials of Business Communication, 6e 10
  • Positive LanguageInstead of this: Try this: Employees may not use Employees may use the the First Street entrance Market Street entrance during remodeling. during remodeling.Instead of this: Try this: We cannot fill your order We can fill your order until we receive an exact once we receive an exact model number. model number. Ch. 2- Mary Ellen Guffey, Essentials of Business Communication, 6e 11
  • 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. Ch. 2-Mary Ellen Guffey, Essentials of Business Communication, 6e 12
  • Hidden MessagesNegative Language: Hidden message: 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 Ch. 2- Mary Ellen Guffey, Essentials of Business Communication, 6e 13
  • Inclusive LanguageInstead of this: Try this: Have you called a Have you called a salesman? salesperson? Every executive has his All executives have their own office. own offices. Ch. 2- Mary Ellen Guffey, Essentials of Business Communication, 6e 14
  • Try Your SkillRevise this sentence to create a moreconversational tone and to state youridea positively. • The undersigned takes great pleasure in welcoming you to our staff. I’m happy to welcome you to our staff. Ch. 2-Mary Ellen Guffey, Essentials of Business Communication, 6e 15
  • Try Your SkillRevise this sentence to create a moreconversational tone and to state youridea positively. • We cannot send your order from our warehouse until June 1. Your order will be on its way to you June 1. Ch. 2-Mary Ellen Guffey, Essentials of Business Communication, 6e 16
  • Try Your SkillRevise this sentence to create readerbenefits. • I have 15 different financial plans to offer my investors. You have 15 different financial plans from which to choose. Ch. 2-Mary Ellen Guffey, Essentials of Business Communication, 6e 17
  • Try Your SkillRevise this sentence to create readerbenefits. • 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. Ch. 2-Mary Ellen Guffey, Essentials of Business Communication, 6e 18
  • Plain LanguageAvoid federalese, bureaucratese, and inflatedlanguage.Federalese: Each person to whom the request is herein addressedis henceforth solicited to submit, or to have his or her departmentrepresentative submit, to the Department of Labor officialdescribed above, a comment on whether the proposed plan, in hisor her considered view, meets the requirements of the 2003 law.Simple Translation: You may wish to comment on whether theproposed plan meets the requirements of the 2003 law. Ch. 2-Mary Ellen Guffey, Essentials of Business Communication, 6e 19
  • Familiar WordsAvoid long, difficult, and unfamiliar words.Use short, simple, and common wordswhenever possible.Less familiar words: Simple alternatives: encounter meet extrapolate project obligatory required terminate end Ch. 2- Mary Ellen Guffey, Essentials of Business Communication, 6e 20
  • Try Your SkillRevise this sentence using simplerlanguage. • You may encounter difficulties in terminating the contract. You may meet difficulties in ending the contract. Ch. 2-Mary Ellen Guffey, Essentials of Business Communication, 6e 21
  • Try Your SkillRevise this sentence using simplerlanguage. • As stipulated, we extrapolated the budget figures for two years. As required, we projected the budget figures for two years. Ch. 2-Mary Ellen Guffey, Essentials of Business Communication, 6e 22
  • Try Your SkillRevise this sentence using simplerlanguage. • Will you utilize workbooks during the obligatory training period? Will you use workbooks during the required training period? Ch. 2-Mary Ellen Guffey, Essentials of Business Communication, 6e 23
  • Try Your SkillRevise this sentence using simplerlanguage. • 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. Ch. 2-Mary Ellen Guffey, Essentials of Business Communication, 6e 24
  • Seven Ways Technology Can Improve Your Business Writing• Fighting writer’s block• Collecting information electronically• Outlining and organizing ideas• Improving correctness and precision• Adding graphics for emphasis• Designing and producing professional-looking documents, presentations, and Web pages• Using collaborative software for team writing Ch. 2- Mary Ellen Guffey, Essentials of Business Communication, 6e 25
  • EndMary Ellen Guffey, Essentials of Business Communication, 6e Ch. 2-26 Ch. 2-26