Effective Business Writing: Strategies for Success

Chapter 1 An Overview of Business Writing

1 An Overview of Business Writing Chapter Every business message is designed to achieve a specific business objective. Its success depends on what it says and to what extent it induces a favorable response from the reader.

1 An Overview of Business Writing Chapter Contents of this chapter I. Functions of Business Writing I. Functions of Business Writing II. Six C s Criteria and Techniques for Effective Business Writing III. More Criteria and Techniques for Effective Business Writing IV. Approaches to Organizing Business Writing V. Avoid Sentence Faults (additional) II. Six C s Criteria and Techniques for Effective Business Writing

1 An Overview of Business Writing Chapter I. Functions of Business Writing Business writing has two functions: 1. To inform 2. To persuade C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 1. To inform Messages to inform are used to convey the vast amount of information needed to complete the day-to-day operations of the business. The purpose is to have the receiver understand a body of information and concentrate on the logical presentation of the contents. C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 2. To persuade In addition to providing information, some business messages also influence the reader s attitudes and actions. C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter II. Six C s Criteria and Techniques for Effective Business Writing 1. Courtesy 2. Correctness 3. Conciseness 4. Clarity 5. Concreteness 6. Completeness C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 1. Courtesy Being courtesy we mean treating people with respect and friendly human concern. Courtesy usually involves three aspects: Using you-viewpoint Taking a positive tone Being conversational C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 1. Courtesy Using you-viewpoint You-viewpoint writing emphasizes the reader s interest and concerns. It emphasizes you and your and de-emphasizes we and our . C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 1. Courtesy Examples of using you-viewpoint A large sale of our products will make our company more profitable. A good sale of the products will benefit you. We are in need of fund and you must pay To maintain your excellent credit, please remit We can not offer you any refund You could obtain a refund if Obviously you forget telling us the color Please indicate your choice of color C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 1. Courtesy Examples of using you-viewpoint We-view point 1. I am happy to report 2. We are please to have your new account. 3. We make Willet razor in three weights light, medium, and heavy. You viewpoint 1. You will happy to know 2. Your new charge account is now open for your convenience. 3. So that you can choose the one razor that is just right for your beard, Willet makes razors for you in three weights light, medium, and heavy. C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 1. Courtesy Taking a positive tone Positive words emphasize the pleasant aspects the goal and tend to put the reader in the right frame of mind. Negative words tend to produce the opposite effect. Think of examples of negative language you have heard that could be easily be stated using positive words. C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 1. Courtesy Examples of taking a positive tone We cannot understand why you have had trouble with these articles. ( ) We presume that there must be some reasons for you having trouble with these articles. ( ) We won t be able to send you the brochure this month. ( ) We will send you the brochure next month. ( ) Your letter is not clear at all. I can t understand it. ( ) If I understand your letter correctly ( ) C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 1. Courtesy Taking a positive tone a. State ideas using positive language Don t forget to submit your report We can t ship your goods until You neglect to indicate the specification Remember to submit You will receive your goods Please send the complete specification C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 1. Courtesy Taking a positive tone b. Avoid using second person when stating negative ideas You made numerous mistakes on this page. ( ) This page contain numerous mistakes. ( ) You keyed a perfect copy. ( ) C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 1. Courtesy Taking a positive tone c. Use passive voice to convey negative ideas Suburo did not proofread this proposal carefully. Suburo completed the job two months behind the schedule. Suburo completed the job two months ahead of the schedule. The proposal was not proofread carefully. The job was completed two months behind the schedule. The job was completed two months ahead of the schedule. C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 1. Courtesy Taking a positive tone d. Use the subjunctive mood Negative I cannot accept the recommendation. I am not able to accept your invitation. subjunctive mood I wish I could accept the recommendation. I could accept your invitation if I were to cancel my meeting on C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 1. Courtesy Taking a positive tone e. Include a pleasant statement in the same sentence Your personal ratings for communication ability were satisfactory. Your personal ratings for communication ability were satisfactory, but your rate for technical competence was excellent. C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 1. Courtesy Being conversational In a good letter a conversation is held. The reader should be made to forget that he/she is reading a letter. It leaves a favorable impression on people. It is also the language we use most and understand best. C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 2. Correctness Correct grammar, punctuation and spelling are basic requirements for business writing. Correctness means choosing the correct level of language, and using accurate information and data. C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 2. Correctness Examples Enclosed is the copy of receipt. ( ) Enclosed is a copy of the receipt. ( ) I am looking for another sales channels. ( ) I am looking for other sales channels. ( ) C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 2. Correctness Examples 1. with pronouns Our competitors were most successful than ours (us). 2. with adjectives The two first (first two) items are not available. 3. with article We are interested in same (the same). C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 2. Correctness Examples 4. with verbs Neither of the offers are (is) acceptable. A block of flats are (is) being built. 5. with adverbs We had a quite (quite a) successful meeting. 6. with conjunctions He not only built (built not only) houses, but also flats. C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 2. Correctness Examples 7. with participles While studying the report, the telephone rang. (insert I was between while and studying) Special attention should also be paid to names of article, specifications, quantity, figures, units, etc. C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 3. Conciseness Conciseness means to write in the fewest possible words without sacrificing completeness and courtesy. Conciseness will give emphasis to your message. C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 3. Conciseness How to communicate concisely? 1. Eliminate redundancies Redundancy: a phrase in which one word unnecessarily repeat an idea contained in an companying word, such as exactly identical, past history, advance forward, brief summary, honest truth, hot water heater. C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 3. Conciseness How to communicate concisely? 2. Use active voice to reduce the number of words 3. Include only essential information 4. Eliminate clich s that are often wordy and not necessary to understand the message 5. Do not restate ideas that are sufficiently implied 6. Use suffixes or prefixes 7. Use compound adjectives C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 3. Conciseness Examples We do not anticipate any increase in prices in the near future. ( ) We do not expect prices to rise soon. ( ) Owing to the fact that your competitor s price is much lower than yours, we cannot accept your offer. ( ) Because your competitor s price is much lower than yours, we cannot accept your offer. ( ) C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 3. Conciseness Exercises Shorten wordy expressions. We have begun to export our machines to countries abroad. Key: We have begun to export our machines. C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 3. Conciseness Exercises Use words to replace phrases or clauses. 1. In the event that you speak to Mr. Wood in regard to production, ask him to give consideration to the delivery schedule. 2. We require furniture which is of the new type. Key: 1. If you speak to Mr. Wood about production, ask him to consider the delivery schedule. 2. We require new-type furniture. C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 4. Clarity Business writing should be vivid, specific and concrete rather than vague, general and abstract, especially when the writer are requiring a response, trying to solve a problem, making an offer or acceptance, etc. C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 4. Clarity Examples They have a decided advantage in regard to freight. ( ) They have a decided advantage in regard to freight charges. ( ) They informed Messrs. Smith and Richardson that they would receive an answer in a few days. ( ) They informed Messrs. Smith and Richardson that the latter would receive an answer in a few days. ( ) C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 4. Clarity Clarity tells the reader exactly what the author wants and needs to know, using words and a format that make the writings totally understood. Familiar words and simple sentences rather than difficult words and complex sentences are preferred for this purpose. C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 5. Concreteness Examples Our apples are excellent. ( ) Our apples are juicy, crispy and tender. ( ) Smithton Company is our big buyer. ( ) Smithton Company did more than one million USD worth of business with us in 2005. ( ) C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 5. Concreteness Examples These brakes can stop a car within a short distance. ( ) These Goodson power brakes can stop a 2-ton car within 24 feet. ( ) A decision has been made to set up an office in Osaka. ( ) The board of directors decoded to set up an office in Osaka. ( ) C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 6. Completeness All the necessary information and data should be included in the message because they can help the sender get the receiver s responses and achieve desired objective. An incomplete message may result in loss of goodwill, sales, and valued customers, and requires more time in trying to make sense out of it. C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 6. Completeness Exercises Suppose you are writing a letter to your supplier telling him that his goods were not delivered on time. What kind of information should you include in your letter? C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 6. Completeness Key: Remind him of his promise of timely delivery. Inform him what losses this has caused you. Ask for compensation if there is any agreement on that. Expect no such thing will happen again. C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter III. More Criteria and Techniques for Effective Business Writing 1. Singling out your reader 2. Using the reader s name 3. Building goodwill 4. Avoiding anger C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 1. Singling out your reader To single out your reader in a letter, you should write for his/her particular situation. What you say throughout the letter should make it clear that the reader is getting individual treatment. C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 2. Using the reader s name It makes the reader feel that his/her identity as an individual is recognized. Use it once or twice in the letter, but no so often. C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 3. Building goodwill One sure way to build goodwill is to do a little more than you have to do for your reader. In a refusal letter, it will make the reader feel much more comfortable if you explain and justify your refusal. C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 4. Avoiding anger Anger destroys goodwill. Most comments made in anger do not provide needed information. The effect of angry words is to make the reader angry. As a result, you can neither get the business done, nor maintaining good relationships. C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter IV. Approaches to Organizing Business Writing 1. Directness in good news and routine messages 2. Indirectness in bad news messages 3. Indirectness in persuasion C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 1. Directness in good news and routine messages Good news or routine messages follow a direct order the message begins with the main idea. To present good news or routine messages deductively, begin with the major idea, followed by supporting details, and end with goodwill. C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 2. Indirectness in bad news messages An indirect order consists of four parts: A buffer; The reasons supporting the negative decision; A clear, diplomatic statement of the negative decision; A helpful, friendly and positive close. C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 2. Indirectness in bad news messages Examples of a buffer As you mentioned, prompt delivery is so important that we have been making every effort to accomplish it. We appreciate your writing to us about the quality of our products. C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 2. Indirectness in bad news messages Reasons supporting the negative decision As you know, supplying best quality products and services is our company s policy. We appreciate your writing to us about the quality of our products. C:\Documents and Settings\jiangll\ \ Back . jpg

1 An Overview of Business Writing Chapter 2. Indirectness in bad news messages Examples of a clear, diplomatic statement of the negative decision For this reason we can only offer the retail price. Compare: cannot grant the discount as requested We find it difficult to ship the goods before Christmas. Compare: cannot ship C:\Documents and Settings\jiangll\ \ Back . jpg