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Transcript of Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian Edition...
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian EditionCopyright 2010 by © Nelson Education Ltd Ch. 2-
Chapter 2Chapter 2
BeforeYou
Write
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian EditionCopyright 2010 by © Nelson Education Ltd Ch. 2-
Characteristics of Business Writing
Characteristics of Business Writing
Business writing must be• audience oriented• purposeful• professional• economical
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian EditionCopyright 2010 by © Nelson Education Ltd Ch. 2-
The Writing ProcessThe Writing Process
Stage 1: PrewritingAnalyzing
AnticipatingAdapting
Stage 2: WritingResearchingOrganizingComposing
Stage 3: RevisingRevising
ProofreadingEvaluating
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian EditionCopyright 2010 by © Nelson Education Ltd Ch. 2-
Analyze the Purpose for WritingAnalyze the Purpose for Writing
Ask yourself two important questions:
• Why am I sending this message?
• What do I hope to achieve?
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian EditionCopyright 2010 by © Nelson Education Ltd Ch. 2-
Factors Determining Channel Selection
Factors Determining Channel Selection
n Importance of the message
n Amount and speed of feedback requiredn Necessity of a permanent record
n Cost of the channel
n Degree of formality required
n Best practices in your company
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian EditionCopyright 2010 by © Nelson Education Ltd Ch. 2-
Anticipate the AudienceAnticipate the Audience
To achieve your communication goals,
• profile the audience• respond to the profile
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian EditionCopyright 2010 by © Nelson Education Ltd Ch. 2-
Emphasize Reader Benefits and Develop the “You” View
Emphasize Reader Benefits and Develop the “You” View
Instead of this:We are promoting a new plan that we believe has many outstanding benefits.
Try this:You will enjoy total peace of mind with our affordable holiday get away plan that meets all your needs.
Shape your statements to involve the reader. Strive to develop the “you” view.
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian EditionCopyright 2010 by © Nelson Education Ltd Ch. 2-
Emphasize Reader Benefits and Develop the “You” View
Emphasize Reader Benefits and Develop the “You” View
Instead of this:Before we can allow you to purchase items on this new account, we must wait two weeks to verify your credit.
Try this:You may begin making purchases on your new account in two weeks.
Shape your statements to involve the reader. Strive to develop the “you” view.
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian EditionCopyright 2010 by © Nelson Education Ltd Ch. 2-
Emphasize Reader Benefits and Develop the “You” View
Emphasize Reader Benefits and Develop the “You” View
Instead of this:I need your response immediately so that I can make the employee vacation schedule by next week.
Try this:Your quick response means your vacation schedules will be ready next week.
Shape your statements to involve the reader. Strive to develop the “you” view.
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian EditionCopyright 2010 by © Nelson Education Ltd Ch. 2-
Use Conversational LanguageUse Conversational Language
Instead of this:The undersigned takes pleasure in . . . .
Instead of this:It may be of some concern to you to learn that your cheque has been received and your account has been credited for $250.
Try this:I’m happy to . . . .
Try this: We’ve credited your account for $250.
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian EditionCopyright 2010 by © Nelson Education Ltd Ch. 2-
Use Positive LanguageUse Positive Language
Instead of this:Employees may not use the First Street entrance during remodeling.
Instead of this:We cannot fill your order until we receive an exact model number.
Try this:Employees may use the Market Street entrance during remodeling.
Try this: We can fill your order once we receive an exact model number.
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian EditionCopyright 2010 by © Nelson Education Ltd Ch. 2-
Use Inclusive LanguageUse Inclusive Language
Instead of this:Have you called a salesman?
Instead of this:Every executive has his own office.
Try this:Have you called a salesperson?
Try this: All executives have their own offices.
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian EditionCopyright 2010 by © Nelson Education Ltd Ch. 2-
Try Your SkillTry Your Skill
Revise this sentence to create a more conversational tone and to state your idea positively. The undersigned takes great pleasure in
welcoming you to our staff.I’m happy to welcome you to our staff.
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian EditionCopyright 2010 by © Nelson Education Ltd Ch. 2-
Try Your SkillTry Your Skill
Revise this sentence to create a more conversational tone and to state your idea positively. We cannot send your order from our
warehouse until June 1.Your order will be on its way to you June 1.
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian EditionCopyright 2010 by © Nelson Education Ltd Ch. 2-
Try Your SkillTry Your Skill
Revise this sentence to create reader benefits. I have 15 different financial plans to offer
my investors.You have 15 different financial plans from which to choose.
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian EditionCopyright 2010 by © Nelson Education Ltd Ch. 2-
Try Your SkillTry Your Skill
Revise this sentence to create reader benefits. We want all newly hired employees to use
our carpooling program for at least three months.As a newly hired employee, you won’t have to drive to work for the first three months because you can carpool.
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian EditionCopyright 2010 by © Nelson Education Ltd Ch. 2-
Use Plain LanguageUse Plain Language
Avoid inflated language.Each person to whom the request is herein addressed is henceforth solicited to submit, or to have his or her department representative submit, to the undersigned officer, a comment on whether the proposed plan, in his or her considered view, meets the requirements of the bill recently tabled in Parliament.
Simple Translation: You may wish to comment on whether the
proposed plan meets the requirements of the new bill.
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian EditionCopyright 2010 by © Nelson Education Ltd Ch. 2-
Use Familiar WordsUse Familiar Words
Less familiar words:encounter
extrapolate
obligatory
terminate
Simple alternatives:meetprojectrequiredend
Avoid long, difficult, and unfamiliar words. Use short, simple, and common words whenever possible.
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian EditionCopyright 2010 by © Nelson Education Ltd Ch. 2-
Try Your SkillTry Your Skill
Revise this sentence using simpler language. You may encounter difficulties in
terminating the contract.You may meet difficulties in ending the contract.
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian EditionCopyright 2010 by © Nelson Education Ltd Ch. 2-
Try Your SkillTry Your Skill
Revise this sentence using simpler language. As stipulated, we extrapolated the budget
figures for two years.As required, we projected the budget figures for two years.
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian EditionCopyright 2010 by © Nelson Education Ltd Ch. 2-
Try Your SkillTry Your Skill
Revise this sentence using simpler language. Will you utilize workbooks during the
obligatory training period?Will you use workbooks during the required training period?
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian EditionCopyright 2010 by © Nelson Education Ltd Ch. 2-
Try Your SkillTry Your Skill
Revise this sentence using simpler language. We anticipate that a majority of the
alternatives will be fundamental enough to meet our requirements.We expect that most of the choices will be basic enough to meet our needs.
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian EditionCopyright 2010 by © Nelson Education Ltd Ch. 2-
Seven Ways Technology Can Improve Your Business
Writing
Seven Ways Technology Can Improve Your Business
WritingÊ Fighting writer’s blockË Collecting information electronicallyÌ Using templatesÍ Improving correctness and precisionÎ Adding graphics for emphasisÏ Designing and producing professional-looking
documents, presentations, and Web pagesÐ Using software for team writing
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian EditionCopyright 2010 by © Nelson Education Ltd Ch. 2-
End