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    Ch 02 instructor version Ch 02 instructor version Presentation Transcript

    • CHAPTER 2 Planning Business Messages Instructor Only Version© 2010 Thomson South-Western
    • Basics of business writing Business messages are different from college essays, term papers, and messages to friends. Conciseness and clarity count. ISTOCKPHOTO.COM/ZSOLT NUYLASZIMary Ellen Guffey, Essentials of Business Communication, 8e Chapter 2, Slide 2
    • The best business writing is  Purposeful  Persuasive  Economical  Audience oriented Following a process can make you a better writer or speaker.Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 2, Slide 3
    • The Writing ProcessMary Ellen Guffey, Essentials of Business Communication, 8e Chapter 2, Slide 4
    • Approximately how much time should be spent at each stage?Mary Ellen Guffey, Essentials of Business Communication, 8e 8e Mary Ellen Guffey, Essentials of Business Communication, 2, Chapter 1, Slide 5
    • Analyzing Your Purpose and Channel Identify your purpose.  Why are you writing?  What do you hope to achieve? JON FEINGERSH / ICONICA / GETTY IMAGESMary Ellen Guffey, Essentials of Business Communication, 8e Chapter 2, Slide 6
    • Select the best channel. E-mail Telephone Fax Voice mail Letter Meeting Memo Conversation Report Web siteMary Ellen Guffey, Essentials of Business Communication, 8e Chapter 2, Slide 7
    • Select the best channel.  How important is the message?  How fast do you need feedback?  Is a permanent record essential?  What is the cost of the channel?  How much formality do you desire?  How confidential or sensitive is the message?Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 2, Slide 8
    • Profiling the Audience Primary Audience  Who is the primary reader?  What are my personal and professional relationships with that person?  What does the person know about the subject?  What kind of response should I expect?Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 2, Slide 9
    • Profiling the Audience Secondary Audience  Who else might see or hear this message?  Are they different from the primary audience?  How must I reshape the message for the secondary audience?Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 2, Slide 10
    • Spotlight Audience Benefits Create a Message That Suits Your Audience Adapting to Task and AudienceMary Ellen Guffey, Essentials of Business Communication, 8e 8e Mary Ellen Guffey, Essentials of Business Communication, 2, Chapter 1, Slide 11
    • Spotlight Audience Benefits Focus your statements on the audience, not the sender.Instead of this: Try this:We are promoting a You will enjoy total peacenew hospitalization of mind with ourplan that we believe affordable hospitalizationhas many outstanding plan that meets all yourbenefits. needs.Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 2, Slide 12
    • Adapting Spotlight Audienceto Task BenefitsandAudience Create a Message That Suits Your Audience Cultivate A “You” ViewMary Ellen Guffey, Essentials of Business Communication, 8e 8e Mary Ellen Guffey, Essentials of Business Communication, 2, Chapter 1, Slide 13
    • Develop a “You” ViewEmphasize second-person pronouns(you/your) instead of first-person pronouns(I/we, us, our)Instead of this: Try this:Before we can allow you to You may beginpurchase items on this new making purchasesaccount, we must wait two on your new accountweeks to verify your credit. in two weeks.Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 2, Slide 14
    • Develop a “You” ViewRevise these sentences: These are better:We are now offering Quick now purchase You canHP computers at HP computers atdiscounted prices. Check prices. discountedWe are pleased to Congratulations! Youannounce that you have have been selected tobeen approved to enroll enter our leadershipin our leadership training program!training program.Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 2, Slide 15
    • Spotlight Audience Benefits Create a Message That Suits Your Audience Cultivate Sound A “You” Conversational View Adapting to Task and AudienceMary Ellen Guffey, Essentials of Business Communication, 8e 8e Mary Ellen Guffey, Essentials of Business Communication, 2, Chapter 1, Slide 16
    • Conversational LanguageInstead of this: Try this:The undersigned takes I’m happy to . . .pleasure in . . .It may be of some concern We’ve credited yourto you to learn that your account for $250.check has been receivedand your account has beencredited for $250.Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 2, Slide 17
    • Spotlight Audience Benefits Create a Employ Cultivate Message That Positive A “You” Suits Your Language View Audience Sound ConversationalMary Ellen Guffey, Essentials of Business Communication, 8e 8e Mary Ellen Guffey, Essentials of Business Communication, 2, Chapter 1, Slide 18
    • Positive LanguageInstead of this: Try this:Employees may not use Employees may use thethe First Street entrance Market Street entranceduring remodeling. during remodeling.We cannot fill your order We can fill your orderuntil we receive an exact once we receive anmodel number. exact model number.Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 2, Slide 19
    • State Ideas PositivelyRevise these sentences: These are better:We must withhold Quick be paid You willpayment until you promptly once the job iscomplete the job Check satisfactorily. completedsatisfactorily.If you fail to follow each By following eachrequirement, you will not requirement, you willreceive your $50 rebate. receive your $50 rebate.Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 2, Slide 20
    • Levels of Language UseUnprofessional Conversational FormalFound inSome comic strips Business Scientific writing,and songs, some messages, novels, legal documents,commercials, some most newspapers, scholarly books,conversations, and most formal essays,some IM and e-mail magazines proclamationsmessagesMary Ellen Guffey, Essentials of Business Communication, 8e Chapter 2, Slide 21
    • Levels of Language Use Unprofessional Conversational Formal Characterized by Incorrect grammar, Correct grammar Correct grammar, unpredictable and punctuation, serious tone, sentence structure, conversational complex sentence inappropriate tone, simple structure, punctuation, slang, sentence structure, polysyllabic words vulgarisms familiar wordsMary Ellen Guffey, Essentials of Business Communication, 8e Chapter 2, Slide 22
    • Levels of Language Use Unprofessional Conversational Formal Examples wasted ruined annihilated nab catch apprehend bad-mouth criticize disparage dough, bread money currency stewed, plastered intoxicated, drunk inebriated I ain’t I’m not I am not humongous enormous prodigious tight frugal penuriousMary Ellen Guffey, Essentials of Business Communication, 8e Chapter 2, Slide 23
    • Revise to create reader benefits.I have 15 different You have 15 financialfinancial plans to offer my plans from which toinvestors. Quick choose.We want all newly hired Check As a newly hiredemployees to use our employee, you won’tcarpooling program for at have to drive to work forleast three months. the first three months because you can carpool.Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 2, Slide 24
    • Revise the following to sound conversational.The undersigned takes I’m happy to welcomegreat pleasure in Quick you to our staff.welcoming you to ourstaff. CheckPer your request, we are As you requested, wesending under separate are sending your Maycover your May invoice. invoice separately.Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 2, Slide 25
    • 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.Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 2, Slide 26
    • Negative Language Hidden Meaning 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 smart Your delay You are at fault You forgot to You are inefficient, stupid and carelessMary Ellen Guffey, Essentials of Business Communication, 8e 8e Mary Ellen Guffey, Essentials of Business Communication, 2, Chapter 1, Slide 27
    • Spotlight Audience Benefits Use Cultivate Inclusive A “You” Create a Language View Message That Suits Your Audience Employ Sound Positive Conversational LanguageMary Ellen Guffey, Essentials of Business Communication, 8e 8e Mary Ellen Guffey, Essentials of Business Communication, 2, Chapter 1, Slide 28
    • Inclusive LanguageInstead of this: Try this:Have you called a Have you called asalesman? salesperson?Every executive  All executives have their ownhas his own office. offices.  Every executive has an office. This alternative is  All executives have offices. wordy and calls  Every executive has his or attention to itself her own office.Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 2, Slide 29
    • Positive and Inclusive LanguageRevise these sentences: These are better:No tenant may move in Tenants may move inuntil May 1. Quick on May 1.Because you failed to Check we receive As soon asinclude your credit your credit information,information, we cannot we can ship your order.ship your order.Marcello Luna is the new Marcello Luna is theMexican accountant. new accountant.Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 2, Slide 30
    • Spotlight Audience Draw on Benefits Cultivate Familiar A “You” Words View Create a Message That Adopt Suits Your Sound Plain Audience Conversational Language Use Use Positive Inclusive Language LanguageMary Ellen Guffey, Essentials of Business Communication, 8e 8e Mary Ellen Guffey, Essentials of Business Communication, 2, Chapter 1, Slide 31
    • Plain LanguageAvoid federalese, bureaucratese, and inflatedlanguage.Federalese: Each person to whom the request is hereinaddressed is henceforth solicited to submit, or to have his orher department representative submit, to the Department ofLabor official described above, a comment on whether theproposed plan, in his or her considered view, meets therequirements of the 2003 law.Simple Translation: You may wish to comment on whetherthe proposed plan meets the requirements of the 2003 law.Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 2, Slide 32
    • Familiar Words Avoid long, difficult, and unfamiliar words. Use short, simple, and common words whenever possible. Less familiar words Simple alternatives encounter meet extrapolate project obligatory required terminate endMary Ellen Guffey, Essentials of Business Communication, 8e Chapter 2, Slide 33
    • Spotlight Choose Audience Courteous Benefits Cultivate Language A “You” View Draw on Create a Familiar Message That Words Suits Your Sound Audience Conversational Adopt Plain Language Use Use Positive Inclusive Language LanguageMary Ellen Guffey, Essentials of Business Communication, 8e 8e Mary Ellen Guffey, Essentials of Business Communication, 2, Chapter 1, Slide 34
    • Courteous Language Avoid sounding demanding, preachy, or rude.Instead of this: Try this:You must complete this Will you please completeresearch by June 1. this research by June 1.I am sick and tired of Let me show you how tobeing the only one who remove jammed paperremoves jammed paper so that you canfrom the copier! complete your copying.Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 2, Slide 35
    • Revise the following using simple languageYou may encounter You may have difficulty Quickdifficulty in terminating the ending the contract.contract. OR: It may be difficult Check to end the contract.As stipulated, we As required, weextrapolated the budget projected the budgetfigures for two years. figures for two years.Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 2, Slide 36
    • Revise the following using simple languageWill you utilize workbooks Will you use workbooksduring the obligatory during the requiredtraining period? training period?We anticipate that a We expect that most ofmajority of the alternative the choices will bewill be sufficiently sufficiently basic tofundamental to meet our meet our needs.requirements.Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 2, Slide 37
    • END Instructor Only Version© 2010 Thomson South-Western