The document discusses the process of preparing effective business messages. It outlines five key planning steps: 1) Identify your purpose, 2) Analyze your audience, 3) Choose your ideas, 4) Collect your data, and 5) Organize your message. It describes different organizational plans for structuring messages depending on the purpose, such as direct, good news, bad news, and persuasive request plans. The document emphasizes starting with the main idea or good news at the beginning to capture attention and ending positively to leave a good final impression.

1. MESSAGE DESIGN
CHAPTER-6
The Process of Preparing Effective
Business Messages
Prepared by Ferhan Syed
Usman Institute of Technology
Hamdard University
ferhan.syed@gmail.com

2. The Process of Preparing Effective
Business Message
Why preparing for effective business message?
 Whether we are preparing a written or an oral business
message, to be effective we need to plan, organize, draft,
revise, edit, and proofread.
 Essential also is thoughtful adherence to communication
principles- the seven C qualities and awareness of legal and
ethical aspects as well.
 Even with the most advanced office technology, the need for
careful preparation of either written or oral messages demands
efforts

3. The Process of Preparing Effective
Business Message
Five Planning Steps
1. Identify Your Purpose
2. Analyze Your Audience
3. Choose Your Ideas
4. Collect Your Data
5. Organize Your Message

4. STEP 1
Identify Your Purpose

5. The Process of Preparing Effective
Business Message
Step 1: Identify Your Purpose
It is important to determine first the specific reason of writing. The
reason of writing a message could be:
 Mainly informational, such as announcement etc.
 Persuasive, such as promotion of product or sending
applications for personal reasons, etc.
 Negotiating
 Creating goodwill

6. STEP 2
Analyze Your Audience

7. The Process of Preparing Effective
Business Message
Step 2: Analyze Your Audience
It is important to adapt to the message according to the receivers
views, mental filters, needs, and culture. While preparing a message
the care must be taken for the following aspects:
 Member of a group, such as business or professional person; laborer,
colleague, or subordinate; woman or man.
 New or long time customer; young, middle-aged, or elderly.
 Receivers educational level, attitudes and probable values (often culture-
specific)
 Finally consider and decide whether the receiver or listeners are informed
or uninformed on the subject and whether they will react to the message
positively or negatively, with interest or disinterest.

8. STEP 3
Choose Your Idea

9. The Process of Preparing Effective
Business Message
Step 3: Chose Your Idea
With the purpose and receiver in mind, the next step
is to choose the idea for message.
The idea of writing a message depends on the
background, situation, cultural context and location
of the receiver (national or international)

10. STEP 4
Collect Your Data

11. The Process of Preparing Effective
Business Message
Step 4: Collect Your Data
After deciding about the idea to be included in the
message, it is important to determine if the same
requires specific facts, figures quotations, or other
types of evidence to support the main idea of the
message. It is important to know and take care of:
 Company’s policies, procedures, and product detail if
needed to support the main idea.
 Enclose, if needed, a brochure, table, picture, or product
sample.

12. STEP 5
Organize Your Message

13. The Process of Preparing Effective
Business Message
Step 5: Organize Your Message
Before you write the first draft of the letter, outline your message
(mentally or on paper). The order in which the idea is presented is as
important as the ideas themselves.
Disorganized, rambling messages often seem careless, confusing, and
unimportant.
Different approaches of organizing the business messages are
necessary for different cultures. While the direct style is often
preferred by US and European business people, the indirect plan is
often more effective while writing to business people from South
America, Middle East, and Asian Countries.

14. The Process of Preparing Effective
Business Message
What is Organizational Plan
Organizational Plan is the choice of sender to prepare a message in a
particular manner. There are two approaches of planning a message as
follows:
 Direct (Deductive) Approach: Use the direct approach when the audience is
receptive of your message.
 Indirect (Inductive) Approach: When you expect resistance to your message,
choose the indirect approach, such as bad-news message or a persuasive request.
For writing letters and memos, one of four basic organizational plans can be
selected according to the situation:
1. The direct request (Deductive Approach)
2. Good news (Deductive Approach)
3. Bad-news (Inductive Approach)
4. Persuasive request plan (Inductive Approach)

15. The Process of Preparing Effective
Business Message
Direct (Deductive) Organizational Plan
Direct Request Plan: This type of plan is used when the main purpose of
message is to make a request that requires less persuasion.
1. Main Idea
a) Request, main statement, assertion, recommendation, question
b) Reason, if desirable
2. Explanation
a) All necessary and desirable detail and data
b) Numbered questions, if helpful
c) Easy reading devices
3. Courteous Close
a) Clear Statement of action desired
b) Easy Action, dated when desirable
c) Appreciation and goodwill

16. The Process of Preparing Effective
Business Message
Direct (Deductive) Organizational Plan
Good News Plan: This type of plan is used when the main purpose of
message is to grant requests, announce favorable or neutral information, and
exchange routine information within or between companies.
1. Best News or Main Idea
2. Explanation
a) All necessary and desirable detail and data
b) Resale material
c) Educational material
d) Sales promotional material
3. Positive, Friendly Close, Including, if appropriate:
a) Appreciation
b) Clear Statement of action
c) Offer of further help, reader benefits

17. The Process of Preparing Effective
Business Message
Indirect (Inductive) Organizational Plan
Bad-News Plan: This type of plan is one of the most difficult to prepare because your reader
may react negatively.
1. Buffer (Pleasant or Neutral Statements, reader-oriented)
2. Explanation
a) Necessary data, tactfully stated
b) Pertinent favorable, then unfavorable acts
c) Readers benefit reasons
3. Decisions (Implied or Expressed) along with the offer of additional help or suggestions
4. Positive, Friendly Close
a) Appreciation
b) Invitation to future actions desired
c) Easy action, dated when desirable
d) Willingness to help further
e) Reader benefit and goodwill

18. Dear Sir
We’re happy to learn that you are enjoying the use of the Sako
copier you’ve been leasing for the past ten months. Like our many
customers, you have discovered that Sako copiers offer
remarkable versatility and reliability.
One of the reasons we’re able to offer these outstanding copiers
at such low leasing rates and equally low purchase prices is that
we maintain a slim profit margin. If our program included a
provision for applying lease payments toward the purchase price,
our overall prices would have to be higher.
Although lease payments cannot be credited toward purchase
price, we can offer you other Sako models that are within your
price range.
The Sako 400 delivers the same reliability with nearly as many
features as the Sako 600. Please let us demonstrate the Sako
400 to your staff in your office, Mr. Waters. Our representative,
Tracy Wilson, will call you soon to arrange a time.
Buffer
Explanation
Bad News
Closing

19. The Process of Preparing Effective Business Message
Indirect (Inductive) Organizational Plan
• Persuasive Request Plan: This type of plan are also difficult in a sense that you may one of the most
• difficult to prepare because your reader may react negatively.
1. Attention
a) Reader benefit
b) Reader-interest theme
2. Interest
a) Descriptive details and data
b) Psychological appeal
c) Reader benefit
3. Desire
a) Statement of request
b) Supporting data to help create reader’s desire to grant request
4. Action
a) Clear statement of action
b) Easy action, dated when desirable
c) Special inducement
e) Reader benefit and goodwill

20. Sample Letter Using AIDA Model
Dear Customer,
Buying computers and accessories can be confusing. There
are so many options available for you at so many different
prices. Which ones do you need? Which ones are worth
paying more for?
We at Doe Corporation would like to introduce you to a new
kind of catalog featuring full-page comparisons of different
monitors, CPU's, scanners, printers and a lot more. We do
not promote any particular make or model, but simply show
you which products are best for your applications.
Then, when you have made your own decision, we can give
you the best deal available on whatever you have chosen.
Just call us at 555-5555.

21. Dear Customer,
Buying computers and accessories can be confusing. There
are so many options available for you at so many different
prices. Which ones do you need? Which ones are worth
paying more for?
We at Doe Corporation would like to introduce you to a new
kind of catalog featuring full-page comparisons of different
monitors, CPU's, scanners, printers and a lot more. We do
not promote any particular make or model, but simply show
you which products are best for your applications.
Then, when you have made your own decision, we can give
you the best deal available on whatever you have chosen.
Just call us at 555-5555.
Attention
&
Interest
Desire
Action
Sample Letter Using AIDA Model

22. The Process of Preparing Effective
Business Message
The Beginning and Ending of Business Message
The most important part of Business Message is its opening and
closing paragraphs.
Why ?
 Because “First Impression is the last impression”
 “We remember best what we read last”
The trick is:
 Whenever possible, place the main favorable ideas at the beginning and
ending of a message. This advice is also applies to the paragraph.

23. Audience Memory Curve
High
High
Low Low

24. The Process of Preparing Effective
Business Message
Opening Paragraph
• The opening of message determines whether the
reader continues reading, puts the message
aside, or discard it. The rules of good opening
paragraphs are:
1. Choose an opening appropriate for the message
purpose and for the reader.
a) Main Idea or good-news first for direct-request, neutral,
and good news messages
b) Buffer first for bad news messages.
c) Attention-getting statements

25. The Process of Preparing Effective
Business Message
Opening Paragraph (Contd.)
2. Make the opening considerate, courteous,
concise, clear.
a) Get reader into opening.
b) Keep first paragraph relatively short
c) Focus on positive
d) Use courteous, conversational language
e) Avoid repetition
3. Check for completeness regarding:
a) Sentence structure
b) Date of letter you are answering

26. Sample of Opening Statement in Case
of Good News/Neutral Message
Dear Mr.Saleem,
This refers to your query dated 29 September 2014
regarding availability of Switch Gear Assembly in our
stock. We are most pleased to inform you that we have
80 units available in our stock.

27. The Process of Preparing Effective
Business Message
Closing Paragraph
• The closing is more likely to motivate the reader to
act as requested if it is appropriately strong, clear,
and polite.
• Here you have the opportunity to bring the final
focus on the desired action and leave a sense
of goodwill with the reader.

28. The Process of Preparing Effective Business Message
Closing Paragraph (Contd.)
1. Make your action request clear and complete with the five W’s and the H
(how) if you want your reader to do something.
a) What and who: Clearly state when action you desire and who should do it.
b) How and where: Make action easy
c) When: Date the action if desirable
d) Why: Show reader benefit, if possible.
2. End with a positive, courteous thought.
a) Include any apologies and negative before the last paragraph
b) Be friendly
c) Show appreciation
d) Occasionally add a personal note
3. Keep the last paragraph concise and correct
a) Avoid trite expressions
b) Omit discussion of trivial details
c) Use relatively short and complete sentences

29. Sample of Closing Statement in Case
of Good News/Neutral Message
We have informed Mr.Rashid Ahmed our area sales manager
in Lahore to coordinate with you so that we could serve you
effectively and efficiently. We are glad to offer you 5%
discount if you send us your purchase order by 20th October
2014.

30. Dear Mr.Saleem,
This refers to your query dated 29 September 2014 regarding availability
of Switch Gear Assembly in our stock. We are most pleased to inform you
that we have 80 units available in our stock.
The GEC XP437 Switch gear is a highly reliable and world-renowned
product. We have supplied these units to various power generation and
other electrical industries throughout the country. The list of our satisfied
clients is available on our website http//:newageelectricalservice.com. In
this website you will find a long list of electrical products that you may be
interested in buying for your operations in future.
We have informed Mr.Rashid Ahmed our area sales manager in Lahore to
coordinate with you so that we could serve you effectively and efficiently.
We are glad to offer you 5% discount if you send us your purchase order
by 20th October 2014.
You will always find us great service provider always willing to provide you
the best services with excellent products and service.
Regards,
Tariq Ahmed
Marketing Manager
Introductory
paragraph
Closing
paragraph

31. The Process of Preparing Effective
Business Message
Composing the Message (End of Planning Stage)
• Drafting Your Message: When you have completed the
five planning steps and considered the opening and
closing, you are ready for your first draft.
• The important thing in preparing a draft message is to
get the most important information in your message on
the paper.
•
•

32. The Process of Preparing Effective
Business Message
Revising the message
• After finishing the first draft of the message, it is
important to evaluate its content, organization, and
style. The following are the suggestions for revising:
 Does your message accomplish its purpose?
 Have you chosen the most effective organizational plan?
 Are your points supporting the adequate material?
 Is your language complete, concise, considerate, concrete,
clear, courteous, and correct?
 Have you used variety in sentence structure?

33. The Process of Preparing Effective
Business Message
Editing & Proofreading Your Message
• Editing and proofreading are important to
ensure that your documents has no mistakes
in grammar, spelling, punctuation, or word
choice.
• Persons writing in a second language will
find it helpful to read their written material
aloud.

34. Sample Letter