Mary Ellen Guffey, Essentials of Business Communication, 6e Ch. 3-1 Chapter 3 Improving Writing...

Mary Ellen Guffey, Essentials of Business Communication, 6eMary Ellen Guffey, Essentials of Business Communication, 6e Ch. 3-1

Chapter 3

Improving Writing techniques

Mary Ellen Guffey, Essentials of Business Communication, 6e Ch. 3-2

Formal Research Methods for Gathering Information

• Search manually (books, magazines, journals).

• Access electronically (Internet, databases, compact discs).

• Go to the source (interviews, surveys, questionnaires, focus groups).

• Conduct scientific experiments (measure variables using control groups).


Informal Research Methods for Gathering Information

• Look in organization files.

• Talk with your boss.

• Interview the target audience.

• Conduct an informal survey.

• Brainstorm for ideas.


Organize Information With an Outline

Title

I. First major componentA. First subpoint

1. Detail, illustration, evidence


B. Second subpoint1. Detail, illustration, evidence



II. Second major componentA. First subpoint





Tips:• Define main topic in title.• Divide the topic into 3-5 main points.• Break the components into subpoints.• Strive to make each component exclusive (no

overlapping).• Don’t put a single item under a major component.• Use details, illustrations, and evidence to support

subpoints.



Direct StrategyMain idea comes first followed by details and explanations

Indirect StrategyExplanation precedes main idea

Organizing Business Messages


Direct StrategyAdvantages:

• Saves reader’s time

• Sets a proper frame of mind

• Prevents frustration

• Appears businesslike

Indirect StrategyAdvantages:

• Respects feelings of audience

• Encourages a fair hearing

• Minimizes a negative reaction




Direct StrategyUseful when:

• Receiver is receptive

• Receiver requires no education about topic

• Message is routine

Indirect StrategyUseful when:

• Receiver may be upset

• Receiver may be hostile

• Receiver must be persuaded or educated

• Message is sensitive


Complete sentences have subjects and verbs and make sense (are capable of standing alone).

Example:

Subject Verb

Employees send many e-mail messages.

Effective Sentences


Clauses also have subjects and verbs. Independent clauses can stand alone; dependent clauses rely on independent clauses for their meaning.

Example: Dependent Clause Independent Clause

When you speak, you reveal yourself.

Effective Sentences


Phrases are groups of related words without subjects and verbs.

Example: Phrase Phrase

In the afternoon, I work at the mall.

Effective Sentences


Avoid sentence fragments. Fragment

Even though the pay was low. Many candidates

applied.

Revision:Even though the pay was low, many candidates

applied.

Effective Sentences


Avoid run-on (fused) sentences. Fused Sentences

Two candidates applied only one was hired.

Revisions:Two candidates applied. Only one was hired.

Two candidates applied; only one was hired.

Two candidates applied, but only one was hired.

Effective Sentences


Effective Sentences

Avoid comma-splice sentences. Comma Splice

Many were qualified, Jeff was hired.

Revisions:Many were qualified. Jeff was hired.Many were qualified; Jeff was hired.Many were qualified; however, Jeff was hired.Many were qualified, but Jeff was hired.


Try Your Skill

Revise the following to avoid fragments, run-on sentences, and comma-splices.

• You can create a Web-based job portfolio it will impress potential employers.

You can create a Web-based job portfolio; it will impress potential employers.


Revise the following to avoid fragments, run-on sentences, and comma-splices.

• Send a scannable résumé. When you apply for a job.

Send a scannable résumé when you apply for a job.

Try Your Skill


Revise the following to avoid fragments, run-on sentences, and comma-splices.• Although technical skills are important.

Communication skills are also in great demand.

Although technical skills are important, communication skills are also in great demand.

Try Your Skill


Revise the following to avoid fragments, run-on sentences, and comma-splices.• College used to be for young people,

however many older students now seek degrees.

College used to be for young people; however, many older students now seek degrees.

Try Your Skill


Underlining:

Which of these methods do you prefer?

Emphasis Through Mechanics


Italics and Boldface:

The use of boldface and italics captures the reader’s attention.



All Caps:

Notice how EXPENSE-FREE stands out.



Dashes:

Other methods–including dashes–may be used.



Tabulation:

Listing items vertically emphasizes them:

1. First item

2. Second item

3. Third item




• Other means of achieving mechanical emphasis include the following: use of white space, color, lines, boxes, columns, titles, headings, and subheadings.


• To emphasize an idea:• Use a vivid expression (“bug-free software” rather than

“dependable software”).• Label the idea with expressions (“more importantly, the

principal reason, or the best alternative”).• Put the important idea first or last in the sentence.• Put the important idea in a simple sentence or in an

independent clause.

Emphasis and Deemphasis Through Style


Emphasis and Deemphasis Through Style

• To deemphasize an idea:• Use general words, rather than specific words (some

customers complained, rather than 125 customers complained).

• Place the idea in a dependent clause connected to an independent clause containing a positive idea.

Example:

Although items cannot be returned for cash, you will receive

store credit for any returned purchases.


Active-voice verbs show the subject performing the action.

Examples:

Most major employers require drug testing. (Active voice; the subject is acting)

Dr. Smith recommended Tina for the job. (Active voice; the subject is acting)

Active- and Passive-Voice Verbs


In passive-voice sentences, the subject is being acted upon. Passive-voice verbs require helper verbs.

Examples:Drug testing is required by most major employers.

(Passive voice; the subject is being acted upon)

Tina was recommended for the job by Dr. Smith. (Passive voice; the subject is being acted upon)




• Use the active voice for most business writing.• Use the passive voice to emphasize an action

or the recipient of the action–rather than the actor (i.e. Specialists were hired; Laura was honored).

• Use the passive voice to break bad news (i.e. Although your lease cannot be renewed, we can offer . . . ).


Convert the following sentence to active voice. You may have to add a subject.

• Our membership meeting was postponed by the president.

The president postponed our membership meeting.

Try Your Skill



• The résumés of job candidates are sorted quickly by the software program Resumix.

The software program Resumix sorts résumés of job candidates quickly.

Try Your Skill



• Computer paper was ordered yesterday.Rachel ordered computer paper yesterday.

Try Your Skill


Convert the following sentence to passive voice.

• We must delay shipment of your merchandise because of heavy demand.

Your merchandise shipment must be delayed because of heavy demand.

Try Your Skill


Try Your Skill

Convert the following sentence to passive voice.

• The technician could not install the computer program.

The computer program could not be installed.


Parallel expression results from balanced construction.

Match nouns with nouns, verbs with verbs, phrases with phrases, and clauses with clauses.

Developing Parallelism


Poor: The process of writing involves organizing, composing, and

revision.

Parallel: The process of writing involves organizing, composing, and revising.

(Matching endings of verbals)



Poor: We are very concerned with the quality of raw materials, where they are located, and how much it costs to transport them.

Parallel: We are very concerned with the quality, location, and transpor-tation costs of raw materials. (Matching nouns)




Poor: Serena takes the telephone orders, Matt locates the items in

the warehouse, and the items are sent by Yolanda.

Parallel: Serena takes the telephone orders, Matt locates the

items in the warehouse, and Yolanda sends the items.

(Matching voices of verbs)


Try Your Skill

How could parallelism be improved in the following sentence?• Our knowledge management system focuses

on the collecting, storage, and sharing of best practices.

Our knowledge management system focuses on the collecting, storing, and sharing of best practices.


How could parallelism be improved in the following sentence?

• We are pleased to recommend Elizabeth because she has sincerity, she is reliable, and she works with diligence.

We are pleased to recommend Elizabeth because she is sincere, reliable, and diligent.

Try Your Skill


For clarity, modifiers must be close to the words they describe or limit.

Be particularly careful to place a logical subject immediately after an introductory verbal phrase.

Dangling and Misplaced Modifiers


Poor: After considering the problem carefully, new procedures were

suggested by management.

Revised: After considering the problem carefully, management

suggested new procedures.



Poor: Any student has full online privileges who is enrolled in the

college.

Revised: Any student who is enrolled in the college has full online privileges.



Poor: It’s hard to understand why employees would not go to our

technical support staff with software problems.

Revised: It’s hard to understand why employees with software

problems would not go to our technical support staff.



Try Your Skill

Revise the following sentence to correct any misplaced modifiers. Retain the introductory phrase.• To be hired, two years of experience is

required.To be hired, one must have two years of

experience.


Revise the following sentence to correct any misplaced modifiers. Retain the introductory phrase.

• Dipped in butter, you can really enjoy a fine lobster.

Dipped in butter, a fine lobster can truly be enjoyed.

Try Your Skill


Revise the following sentence to correct any misplaced modifiers.

• She died in the house in which she was born at the age of 88.

At the age of 88, she died in the house in which she was born.

Try Your Skill


To help guide your reader or listener from one thought to another, develop coherence by using one of these devices:

1. Repeat a key idea or key word(s).

Next month we plan to launch a promotion for our new Web site. The

promotion will involve newspaper and TV campaigns.

Three Ways to Achieve Paragraph Coherence


2. Use a pronoun.

Considerable interest is now being shown in our extended certificates of deposit. They

are more profitable when left on deposit for long periods of time.



3. Use an appropriate transitional expression.

Time Associationbefore, after

first, second

meanwhile

next

until

when, whenever

Contrastalthough

but

however

instead

nevertheless

on the other hand




Cause–Effectconsequently

for this reason

hence

therefore

Additional Ideafurthermore

in addition

likewise

moreover

similarly





Illustrationin this way

for example


Paragraph Length

Paragraphs with eight or fewer printed lines look inviting and readable.


Composing the First Draft

• Complete all necessary research.• Find a quiet place to concentrate and work.• Prohibit calls, visitors, and interruptions.• Organize information using an outline.• Decide whether to sprint write (get your thoughts

down quickly and revise later) or revise as you go.• Imagine you are talking to a reader or listener.

Mary Ellen Guffey, Essentials of Business Communication, 6eMary Ellen Guffey, Essentials of Business Communication, 6e Ch. 3-59

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Mary Ellen Guffey, Essentials of Business Communication, 6e Ch. 3-1 Chapter 3 Improving Writing...

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