This document summarizes a session on consolidating business writing skills. It includes: - A learning unit on adapting message structure, style, and tone for key audiences. - Instructions for an in-class activity where students discuss in groups and refer to dictionaries on business writing concepts. - Checklists for classwork activities analyzing target audiences of advertisements and evaluating message planning. - References to textbooks on business writing principles for concepts like tone, audience analysis, and delivering difficult messages.

1. SESSION 7-10
CONSOLIDATING BUSINESS WRITING
LEARNING UNIT 1: Business writing | Message planning and audience analysis |
• Adapting Structure, Style and Tone for key audiences

2. ANY QUESTIONS?
Time management: You should be finished with the above by now
Turn to your friend next to you and compare your notes – 10 minutes

3. CHECKLIST 1 - CLASSWORK
Let us discuss last session’s activity. Get out checklist 1

4. ACTIVITY
This activity is for 3 to 4 persons. Move into
groups where there is space to discuss.

5. DICTIONARY
• WIIFM: Canavor (2019, 21) & (2017, 18)
• Goldilocks: Canavor (2019,53-55)
• Tone trap: Canavor: (2019, 86-89) & (2017, 93-96)
• KISS: Keep it short and simple.
• Leading with strength: Canavor (2019, 46) & (2017, 40-41)
• Writing to groups: Canavor (2019, 35-37) & (2017, 30-31)
• Generational divide: Canavor (2019, 29-33) & (2017, 25-30)
• Gatekeepers and serial audiences: Canavor (2019, 35-36) & (2017, 31-32)
• SMB: Standard Modern Businessperson: Canavor (2019,26) & (2017,23)
• The “Audience” concept/analysis: Canavor (2019, 43-45) & (2017, 38)
AND - Advice to …
• Deliver “bad news”: Canavor (2019, 62-65) & (2017, 54-57)
• Edit down a long copy: Canavor (2019: 106) & (2017: 116)

6. ANSWERS
CONCEPT OR PRINCIPLE
A – 10 F – 1
B – 9 G – 6
C – 8 H – 2
D – 4 I – 7
E – 5 J - 3

7. CHECKLIST 2 - CLASSWORK
Identify the age group, culture, career, etc. the advertisement is targeting.
Then decide if the target of the advertisement is met. Discuss with your friend next
to you.

8. CHECKLIST 3 - CLASSWORK
Identify if the Gillette (2019) advert was planned well. Look at the following criteria.

9. This Photo by Unknown Author is licensed under CC BY-SA
Let the writing start now