This document discusses concepts behind good business writing and the impact of the digital age on writing. According to the sources, good business writing is clear, concise, easy to understand, conversational, to the point, obvious in purpose, and reader-oriented. In the digital age, audiences are overscheduled, impatient, and have low attention spans. As a result, business writing must strategically grab attention with a strong lead, use simple language, frame messages in terms of the reader, and clarify what the reader should do with the information. The document also provides examples of effective versus ineffective writing and outlines assignments and checklists for students.

1. SESSION 5&6
ACDP6211
CONCEPTS BEHIND BUSINESS WRITING

2. CAN YOU REMEMBER:
WHAT IS GOOD BUSINESS WRITING?
According to Canavor (2019,8) & (2017,2):
1. Clear
2. Concise
3. Easy to understand
4. Conversational
5. To the point
6. Obvious in purpose
7. Reader oriented
8. Jargon free

3. DISCUSS HOW WE WRITE TODAY
FOR A DIGITAL AUDIENCE
What to do with the info?

4. THE IMPACT OF THE DIGITAL AGE ON WRITING
Canavor (2019, 10-11) & (2017,8)
• Audience - overscheduled, information-loaded, low-attention-span,
impatient and skeptical.
• Goals - Message must strategize IMMEDIATE long-range goals
• Grab attention - Strong LEAD to engage audience – why they should care?
Why they should keep on reading?
• Language – KISS: Simple, clear conversational language – optimal
readability
• WIIFM? Frame every message in terms of YOU not I.
• Persuasion: Techniques of persuasion – state your case – represent your
interests.
• Tactics – foster dialogue and interaction
• What to do with the info? Clarify EXACTLY what you want the reader to do
• Relationships - Write, consciously, ways to build and maintain relationships

5. PLANNING
Short-term goals
Long-term
goalsAudience?
Fit your
vision
Don’t forget: Written
communication lacks all the cues
we depend on in face-to-face

6. EXAMPLES
Subject: Mandatory IT workshop, 7
March
On Thursday, 7 March, noon to 1 pm,
plan on attending IT’s workshop on
the new Mannerly System software,
which will be rolled out company-wide
on 1 May.
All staff members are expected to
attend. Please acknowledge receipt of
this message.
Subject: For everyone: IT Workshop
on 7 March
This Thursday at 2 pm, IT will show
us everything we need to know
about the Mannerly System software
we’ll all use starting May 1.
The experts will demonstrate how
Mannerly can cut your report prep
time by 20% and give you instant
access to backup data on demand.
In addition to giving you a general
grounding, the demo will show you
how to apply this cutting-edge
system to your own needs.
All hands on deck for this one –
please confirm you will be there.Why is this example more
acceptable?

7. LET’S PRACTICE
Watch & read the transcript of the Gillette
(2019) advertisement “We Believe”
1. Underline or highlight any word that:
• Is negative
• Is emotive
• Creates an uncomfortable feeling in you?
2. What do you think the goal of this advertisement is/was?
3. Read the background of the Director.
4. What was her brief?
5. Do you think she succeeded with this goal? Explain
6. Do you think the public understood this goal? Explain

8. SESSION 6
LET’S ANALYSE

9. ASSIGNMENT 1
QUESTION 1: GOOD WRITING
Any questions?

10. CHECKLIST 1

11. CHECKLIST 2

12. PLANNING

13. DICTIONARY
• WIIFM: Canavor (2019, 21) & (2017, 18)
• Goldilocks: Canavor (2019,53-55)
• Leading with strength: Canavor (2019, ) & (2017, 40-41)
• KISS: Keep it short and simple.
• Generational divide: Canavor (2019, 29-33) & (2017, 25-30)
• Writing to groups: Canavor (2019, 35-37) & (2017, 30-31)
• Gatekeepers and serial audiences: Canavor (2019, 35-36) & (2017, 31-32)
• The “Audience” concept: Canavor (2019, 43-45) & (2017, 43-450
• Delivering “bad news”: Canavor (2019, 62-65) & (2017, 54-57)
• Tone trap: Canavor: (2019, 86-89) & (2017, 93-96)
• Editing down a long copy: Canavor (2019: 106) & (2017: 116)
Key points for Units 1 – 3