Business communication developing leaders for a network world 2nd CHAPTER 5

The Process for Creating Business Messages Writing effective business messages involves a process—one that involves examining, developing, and refining business ideas in a way that prov

Creating Effective Business MessagesChapter 5

The Process for Creating

Business Messages

Writing effective business messages involves a

process—one that involves examining,

developing, and refining business ideas in a

way that provides to your audience

It drives collaboration and productivity in your

work relationships

5-2

The Process for Creating

Business Messages

The Stages and Goals of

Effective Message Creation

5-4

The Stages and Goals of

Effective Message Creation

The Stages and Goals of

Effective Message Creation

5-6

The Process for Creating

Business Messages

Expert writers are more likely to analyze the

needs of the audience, generate the best

ideas to tackle a problem, and identify the

primary message and key points before

starting a formal draft of a business message

Time Spent by Poor, Average, and Expert Writers

Developing a Complete Business Message

5-8

Figure 5.2

The Process for Creating

Business Messages

The Process for Creating

Business Messages

The AIM Planning Process for

Business Messages

The most important stage of creating effective

business messages is planning

The AIM planning process unleashes your best thinking and allows you to deliver influential

messages

The AIM Planning Process for

Business Messages

5-12

Figure 5.3

Audience Analysis

Effective business communicators think about

the needs, priorities, and values of their

audience members

They envision how their readers will respond

when getting the message — in thought,

feeling, and action

Audience Analysis

5-14

Identifying Reader Benefits

and Constraints

For many messages, this is the single most

important planning step

Your readers respond when you provide them

with something that they value

Considering Reader Values

to things, such as projects, goals, and task.

5-16

Estimating Your Credibility

Your readers will judge your

recommendations, requests, and other

messages based on their view of your

credibility

Many entry-level professionals have relatively

low professional credibility because they are

viewed as the newcomers

Changing Your Reputation

projects

of professional dress and communication style.

colleagues as possible

5-18

The Process for Creating

Business Messages

The Process for Creating

Business Messages

Idea Development

Developing great business ideas involves:

Sorting out the business issues and objectives

Collecting as many relevant facts as possible

Making sound judgments about what the facts mean and imply

Idea Development

5-22

Analyzing the Business Problem(s)

Facts

statements that can be relied on with a fair amount of certainty and can be observed objectively

Conclusions

statements that are reasoned or deduced based

on facts

Analyzing the Business Problem(s)

Positions

stances that you take based on a set of conclusions.

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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part 5-24

Clarifying Objectives:

Message Structuring

1 Framing the primary message

a What is the primary message?

b What simple, vivid statement (15 words

or less) captures the essence of your

message?

Clarifying Objectives:

Message Structuring

2 Setting up the logic of your message

a What are your supporting points?

b What do you want to explicitly ask your

readers to do (call to action)?

c How will you order the logic of your

message?

5-26

Setting Up the Message Framework

Most business arguments employ a direct or

deductive approach

They begin by stating the primary message

Then they lay out the supporting reasons and

conclude with a call to action

Typical Deductive Framework for a Business

Argument and Related Paragraph Structure

5-28

Figure 5.5

Typical Deductive Framework for a Business

Argument and Related Paragraph Structure

Figure 5.5

Logical Inconsistencies

5-30

Setting the Tone of the Message

Tone

the overall evaluation

the reader perceives

the writer to have

toward the reader

and the message

content

Make Your Message More Positive

5-32

Concern for Others

Avoid relying too heavily on the I-Voice

Respect the time and autonomy of your

readers

Give credit to others

The Process for Creating

Business Messages

5-34

The Process for Creating

Business Messages

The Business Writing Process:

Revising Tips

Evaluating

Proofreading

The Business Writing Process: Phase 3

Revising Tips

Keep it Simple

Avoid indirect, pompous language.

Foggy: It would not be inadvisable for

you to affix your signature at this point in time

Clear: You may sign now ?!

Keep it Conversational

Use natural, familiar language.

Conversational: We’re happy to credit your

account for $100

Formal: Our accounting department takes

pleasure in informing you that we have credited your account for

the aforementioned sum of $100

Avoid Wordiness

Wordy: There are four menu

items we must promote

Concise: We must promote four new

menu items

Say It More Concisely

at such time, at which time

at this point in time

due to the fact that, inasmuch as

at a later date

despite the fact that

whennowbecauselater

although

Purge Empty Words

Unclutter your sentences.

As for the field of athletic shoes, the degree

of profits sagged

This is to inform you that we have a toll-

free service line

Not all members who are registered will

attend the conference

Purge Empty Words

Unclutter your sentences.

As for the field of athletic shoes, the degree

of profits sagged

This is to inform you that we have a toll-

free service line

Not all members who are registered will

attend the conference

Purge Empty Words

Unclutter your sentences.

As for athletic shoes, profits sagged

This is to inform you that we have a toll- free service line

Not all members who are registered will attend the conference

Purge Empty Words

Unclutter your sentences.

As for athletic shoes, profits sagged

This is to inform you that we have a toll- free service line

Not all members who are registered will attend the conference

Purge Empty Words

Unclutter your sentences.

As for athletic shoes, profits sagged

We have a toll-free service line

Not all members who are registered will attend the conference

Purge Empty Words

Unclutter your sentences.

As for athletic shoes, profits sagged

We have a toll-free service line

Not all members who are registered will attend the conference

Purge Empty Words

Unclutter your sentences.

As for athletic shoes, profits sagged

We have a toll-free service line

Not all registered members will attend the conference

Use Simple Dynamic Verbs

Dump Trite “Business” Phrases

Eliminate stale, puffed-up expressions.

as per your suggestion

pursuant to your request

enclosed please find

please feel free to call

thank you in advance

as you suggested

as you requestedenclosed is

please callthank you

Dump Trite “Business” Phrases

Eliminate stale, puffed-up expressions.

Improved: As requested, we

have enclosed a job application

Trite: Pursuant to your request, enclosed

please find a job application

Develop Parallel Expression

Express similar ideas in balanced, matching constructions.

Not parallel: We can collect information, store

it, and it can also be updated

Parallel: We can collect, store, and update

information

Develop Parallel Expression

Express similar ideas in balanced, matching

constructions.

Not parallel: She is conscientious, a hard worker,

and pays attention to detail

Parallel: She is conscientious, hard-working,

and detail-oriented

Apply Graphic Highlighting

• Letters, such as (a) and (b) within the text

• Numerals, such as 1, 2, and 3, listed vertically

• Headings and bullets

• Font type and size

– CAPITAL LETTERS

– Underscores

– Boldface

Use Numbered Lists for High “Skim Value”

Follow these steps to archive a document:

1 Select the document

2 Select a folder

3 Provide a file name

4 Click “Save.”

Follow these steps to archive a document:

1 Select the document

2 Select a folder

3 Provide a file name

4 Click “Save.”

Use Bulleted Lists for High “Skim Value”

Consumers expect the following

information at product Web sites:

• Price

• Quality

• Performance

• Availability

Consumers expect the following

information at product Web sites:

• Price

• Quality

• Performance

• Availability

A Word of Caution

Too much emphasis leads to busy-looking documents, clutter, and confusion

Don’t overdo graphic highlighting!

To be safe, use no more than three

highlighting elements on a single

page.

The Business Writing Process

Evaluating

How successful

will this communication

be?

Does the message

say what you want it to say?

Did you encourage

The Business Writing Process

Proofreading

Proofreading: What to Watch for

Spelling

Proofreading

Names and Numbers Punctuation

Grammar Format

How to Proofread Routine Documents

 For computer messages, print a rough copy

How to Proofread Complex Documents

 Print a copy, preferably double-spaced.

 Set it aside and take a breather.

 Allow adequate time for careful proofing.

 Expect errors Congratulate, not criticize,

yourself each time you find a mistake!

 Read the message at least twice—for

meaning and for grammar/mechanics.

 Reduce your reading speed Focus on

individual words.

Basic Proofreading Marks

Delete Capitalize Lowercase (don’t capitalize) Transpose

Close up

Basic Proofreading Marks

Insert Insert space Insert punctuation Insert period

Start paragraph

Unmarked Copy

This is to inform you that beginning

september 1 the doors leading to the

Westside of the building will have alarms Because of the fact that these exits also

function as fire exits they can not actually

be locked consequently we are instaling

alrams Please utilize the east side exists to

This is to inform you that beginning

september 1 the doors leading to the

Westside of the building will have alarms Because of the fact that these exits also

function as fire exits they can not actually

be locked consequently we are instaling

alrams Please utilize the east side exists to

Marked Copy

This is to inform you that beginning

september 1 the doors leading to the

Westside of the building will have alarms Because of the fact that these exits also

function as fire exits they can not actually

be locked consequently we are instaling

alrams Please utilize the east side exists

to avoid setting off the ear piercing

alarms

This is to inform you that beginning

september 1 the doors leading to the

Westside of the building will have alarms Because of the fact that these exits also

function as fire exits they can not actually

be locked consequently we are instaling

alrams Please utilize the east side exists

to avoid setting off the ear piercing

alarms

use

l

doors

Revised Copy

Beginning September 1 the doors leading to the west side of the building will have

alarms Because these doors also function

as fire exits, they cannot be locked;

consequently, we are installing alarms

Please use the east side exits to avoid

setting off the ear-piercing alarms

Beginning September 1 the doors leading to the west side of the building will have

alarms Because these doors also function

as fire exits, they cannot be locked;

consequently, we are installing alarms

Please use the east side exits to avoid

setting off the ear-piercing alarms