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Guffey - Chapter 2

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  • 1. CHAPTER 2 Creating Business Messages
  • 2. The Writing Process
  • 3. Approximately how much time should be spent at each stage? 25% 25% 50%
  • 4. Prewriting
    • Analyzing the purpose and the audience
      • Identifying your purpose
      • Selecting the best channel
      • Switching to faster channels
  • 5. 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
  • 6. Choosing Communication Channels
  • 7. Choosing Communication Channels (continued)
  • 8. Choosing Communication Channels (concluded)
  • 9. 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
  • 10. Asking the Right Questions to Profile Your Audience
  • 11. 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
  • 12. 0 Cultivate A “You” View Spotlight Audience Benefits Create a Message That Suits Your Audience
  • 13. Cultivate a “You” View Emphasize second-person pronouns ( you/your ) instead of first-person pronouns ( I/we, us, our ) Before we can allow you to purchase items on this new account, we must wait two weeks to verify your credit. Instead of this: You may begin making purchases on your new account in two weeks. Try this:
  • 14. 0 Chapter 2, Slide Mary Ellen Guffey , Essentials of Business Communication, 7e Sound Conversational Cultivate A “You” View Spotlight Audience Benefits Create a Message That Suits Your Audience
  • 15. Sound Conversational The undersigned takes pleasure in . . . Instead of this: 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. I’m happy to . . . Try this:
  • 16. Levels of Language Use Scientific writing, legal documents, scholarly books, formal essays, proclamations Business messages, novels, most newspapers, and most magazines Some comic strips, and songs, some commercials, some conversations, some IM and e-mail messages Found in Formal Conversational Unprofessional
  • 17. Correct grammar, serious tone, complex sentence structure, polysyllabic words Correct grammar and punctuation, conversational tone, simple sentence structure, familiar words Incorrect grammar, unpredictable sentence structure, inappropriate punctuation, slang, vulgarisms Characterized by Formal Conversational Unprofessional
  • 18. annihilated apprehend disparage currency inebriated I am not prodigious penurious ruined catch criticize money intoxicated, drunk I’m not enormous frugal wasted nab bad-mouth dough, bread stewed, plastered I ain’t humongous tight Examples Formal Conversational Unprofessional
  • 19. 0 Chapter 2, Slide Mary Ellen Guffey , Essentials of Business Communication, 7e Employ Positive Language Sound Conversational Cultivate A “You” View Spotlight Audience Benefits Create a Message That Suits Your Audience
  • 20. 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.
  • 21. Hidden Meaning You are careless But I don’t believe you You are careless It’s probably untrue I am right You are not very bright You are at fault You are inefficient and careless You forgot to Your delay You do not understand You are wrong You claim that You failed to You state that You overlooked Negative Language
  • 22. State ideas more positively. By following each requirement, you will receive your $50 rebate. Quick Check These are better: You will be paid promptly once the job is completed satisfactorily. We must withhold payment until you complete the job satisfactorily. Revise these sentences: If you fail to follow each requirement, you will not receive your $50 rebate.
  • 23. 0 Chapter 2, Slide Mary Ellen Guffey , Essentials of Business Communication, 7e Use Inclusive Language Employ Positive Language Sound Conversational Cultivate A “You” View Spotlight Audience Benefits Create a Message That Suits Your Audience
  • 24. Use Inclusive Language Have you called a salesman? Instead of this: 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.
    Have you called a salesperson? Try this: This alternative is wordy and calls attention to itself
  • 25. 0 Chapter 2, Slide Mary Ellen Guffey , Essentials of Business Communication, 7e Draw on Familiar Words Adopt Plain Language Use Inclusive Language Use Positive Language Sound Conversational Cultivate A “You” View Spotlight Audience Benefits Create a Message That Suits Your Audience
  • 26. 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.
  • 27. Draw on Familiar Words Avoid long, difficult, and unfamiliar words. Use short, simple, and common words whenever possible. meet encounter project extrapolate required obligatory Simple alternatives Less familiar words end terminate
  • 28. 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