3. Essentials to Business WritingApart from grammar and punctuation we need to know• Formatting business documents• Strategic approaches to dealing with different situations.• Use a conversational style that eliminates the old language of business.• Use the you viewpoint to build goodwill.• Employ positive language to achieve desired effect.
4. Organize your thoughts• Clarity of purpose encourages brevity & accuracy, facilitates emphasis & de-emphasis.• Know your audience so that you can address to their major needs & concerns.• Scope of the letter (what do I convey)• What action do I want? (A favour, an order, a job)
5. Steps to Writing• PLANNING• GATHERING AND COLLECTING• ANALYSING & ORGANISING• WRITING• RE WRITING• EDITING &PRESENTING
6. How do we write?We… Invent Compose Revise
7. Strategies for WritingIn business we write for both pleasant and unpleasant situations.2 approaches to business writing• DIRECT APPROACH (BIF approach)Big idea first, to let your reader know the purposeDetails to follow subsequentlyDo not neutralize the effect by writing unnecessary details
8. INDIRECT APPROACH (BILL approach)Big idea a little later- an indirect approach used for persuasive situations & bad news.• Prepares the readers mind for the news.
9. Writing about the pleasant(Deductive Method)Letters that convey pleasant messages are called routine letters. They are not likely to generate any emotional reaction.The first sentence attracts attention, making the reader receptive & hence reducing the reading time, as it is direct & to the point.This style applies to:Routine claims, letters about orders, credit, requests, favorable responses.
10. Writing about the unpleasant (Inductive Method)People who are refused need valid explanation for the reason WHY?Similarly a bad news in the first sentence always generates a negative response.• In such cases begin with a neutral idea that leads to reason of refusal.• Submit facts, reasons for the refusal.• Finally in the third paragraph, state the statement.• Close the letter on positive note, de emphasizing the negative message.Generally no letters like NO to a credit request, back orders, no to a favor, rejected adjustment request.
11. Writing for PersuasionPersuasive writing must include the AIDA plan.1.Getting the readers ATTENTION (A)2.ArousingS INTEREST through writing (I)3.Convincing &generating DESIRE (D)4.Encouraging ACTION (A)Clarity of objective & generating desire for action form the very basis to such writing.(What to achieve & how? )
12. Audience Reaction & Writing Strategy• AUDIENCE REACTION:1. Eager or interested Write direct request or main idea Provide necessary details Close cordially &state specific action desired.2. Pleased or neutral Write routine goodwill news & goodwill messages. Begin with main idea providing necessary details Close on a cordial note or a look toward the future.
13. 3. Displeased You are about to write bad news or message Begin with a neutral sentence that later carries to the reasons for bad news Give reasons to justify a negative answer Close cordially.4. Uninterested &unwilling Write persuasively Begin with a catchy sentence (attention getter) Arouse interest & build desire Close with a request for action.