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Writing skills presentation for BBA
- 1. WRITING SKILLS Course Instructor: Mehwish Ali Khan
- 2. WEEK # 1 Readingmaketh a full man; conference a ready man; and writing an exact man. Francis Bacon
- 3. THERE ARE THREEMAIN ELEMENTS TO WRITTEN COMMUNICATION structure (the way the content is laid out) style (the way it is written) content (what you are writing about)
- 4. STRUCTURING Clarify yourthoughts and the purpose of your communication before you start writing. In business communications, clarity is more important than style. Identify the key points, facts and themes Decide on a logical order for what you have to say Compose a strong introduction and ending. The first will make an immediate and positive impression on the reader; the second will remain in their mind after they have finished reading
- 5. Use shortparagraphs and sentences rather than long, rambling ones. Keep to one idea per paragraph and put your point in the first line, then add the supporting information. Help key points to stand out by the use of headings, sub-headings and bullet points. This will allow your reader to quickly scan your message for the main points.
- 6. "A single spellingmistake can cut online sales in half."
- 7. WRITING IN ASTYLE APPROPRIATE TO THE AUDIENCE All good communicators should think about their readers: How much information and detail will they need? Should you use specialist terms or should you “translate” these to make yourself understood by a generalist reader? How formal or informal should your writing be?
- 8. CONTENT (WHAT YOUARE WRITING ABOUT) USING LANGUAGE WITH PRECISION Have you carefully checked the spelling and punctuation? Have you thought through in advance what you want to say? Have you a clear objective? Have you listed the essential points you wish to make? Have you made these points clearly? Have you developed your argument in a logical way? Have you allowed detail to obscure the main issues?
- 9. Use singlewords rather than clichés: Let us have an end to such phrases as these: "it is also important to bear in mind the following considerations" .... "or consideration should be given to the possibility of carrying into effect". Most of these woolly phrases are mere padding, which can be left out altogether, or replaced by a single word. (Churchill)
- 10. The fourbasic premises of writing are clarity, brevity, simplicity, and humanity. William Zinsser
- 11. FIVE KEYS TOEFFECTIVE WRITING Put the reader first Use simple words and short sentences Use jargon only when necessary Write with verbs and nouns Format to improve readability
- 12. FIVE KEYS TOEFFECTIVE WRITING Key #1: Put the reader first Communication = understanding Write to Express not Impress Use words readers can picture Tie in to the reader’s experience
- 13. FIVE KEYS TOEFFECTIVE WRITING Key #2: Use simple words and short sentences
- 14. EXAMPLE 1 Aspertaining to the question of whether or not to construct a new storage facility, corporate management will ascertain the appropriateness of such an issue in the near future. Management will decide next week whether to build a new storage facility.
- 15. TIP Avoid wordyprepositional phrases In the amount of (for) In order to (to) Due to the fact that (because) In the event that (if) During the time that (when, while)
- 16. FIVE KEYS TOEFFECTIVE WRITING Key #3: Use jargon only when necessary What is jargon? “special words or expressions used by a profession or group that are difficult for others to understand.” e.g JIT (just in time) Process streamlining Sweat equity Bang for the buck
- 17. EXAMPLE Cellular companiesare trying to bang the buck . Cellular companies are offering various packages for increasing their sales.
- 18. FIVE KEYS TOEFFECTIVE WRITING Key #4: Write with verbs and nouns Use the active voice
- 19. EXAMPLE The company(S) sells (V) insurance (O). Not: Insurance is sold by the company. The construction crew repaired the road. Not: The road was repaired by the construction company.
- 20. FIVE KEYS TOEFFECTIVE WRITING Key #5: Format document to improve readability Use lists, bullets, charts, tables, indents, italics, bolds, headings and subheadings The 100-word rule
- 21. PLAN, ORGANIZE, WRITE Before you begin Who is the audience (“My audience is _________.”) Purpose of the message (“My purpose is________.” How will the reader use the information (“So that the reader will________.”)
- 22. PLAN, ORGANIZE, WRITE As you begin Assemble all useful information Determine what’s important Choose what to leave out Group information logically
- 23. DIVISION Start withmain idea, then discuss the parts Example: ACME Corporation faces four problems that threaten its competitiveness: Outdated marketing plan Poor service record High prices Low Morale
- 24. COMPARE/CONTRAST Use familiarto explain unfamiliar Put the conclusion up front Example: If we expand in the West we will face the same challenges as we did in expanding to the South: Lack of identity Poor distribution Short p-term cash flow problem Untrained labor force
- 25. PROBLEM-ANALYSIS-SOLUTION Find astraightforward way to offer recommendations Example: The shipping dock’s inability to ship product fast enough results from a inefficient tracking system. The solution is to: Invest in a new computer system Retrain staff Inform customers of realistic shipping times Budget for overtime to meet peak demand
- 26. CAUSE/EFFECT Presents aclear-way analysis A-B; A-B-C-D; ABCD-E Example: Reorganizing the marketing department will cause two benefits and one problem: Improved accountability Better communication Problem – poorer service to industrial customers
- 27. PLAN, ORGANIZE, WRITE Develop an outline Write Write the easiest part first Develop major sections one at a time Introduction for main ideas Main point in first paragraph Turn off your internal editor
- 28. PLAN, ORGANIZE, WRITE 90% of writing is re-writing and editing Let the document cool Run a Fog test Aim to cut first draft by at least 10%