ENG 412 PROFESSIONAL ENGLISH

Writing for Business Audiences

Three-Step Writing Process

Planning Writing Completing

What Is Good Organization?

Clarify SubjectClarify Subjectand Purposeand Purpose

Group IdeasGroup Ideasand Use Logicand Use Logic

Exclude Exclude Irrelevant MaterialIrrelevant Material

Include Include Relevant MaterialRelevant Material

Why IsOrganizationImportant?

Promotes Understanding

IncreasesAcceptance

Saves YourAudience Time

Message Type

AudienceReaction

Type ofApproach

Routine, Good-News

or Good Will

Pleased Or Neutral

Direct

PersuasiveUninterestedor Unwilling

Indirect

Bad News Displeased Indirect

Three Types of Messages

6

Factors Determining Channel Selection

Importance of message Amount and speed of feedback

required Necessity of a permanent record Cost of the channel Degree of formality required

7

Factors Determining Channel Selection

Possible Channels:E-mail, fax, letter, memo, report, telephone,

voice mail, meeting, conversation, Web• What channel is best to announce

decreased insurance benefits for 250 employees?

8

Factors Determining Channel Selection

• What channel is best for a sales message promoting a new product to customers?

What channel is best for responding to similar customer inquiries?

ElectronicMedia

ElectronicMedia

Voice MailVoice Mail

BlogsBlogs

PodcastsPodcasts

InstantMessages

InstantMessages

TeleconferenceTeleconference

ComputerConferenceComputer

Conference

E-mailE-mail

WebsitesWebsitesGlobal Communication

Reduced Productivity

Privacy Issues

Inappropriate Content

Speed of Information

Time-Zone Barriers

Dispersed Audience

ElectronicCommunication

Disadvantages

Advantages

Relating to the Audience

“You”Attitude

PositiveTone

CredibleImage

The “You” Attitude

Instead of This Try This

To help us process this order,

we must ask for another copy of

the requisition.

So that your order can be filled

promptly, please send another

copy of the requisition.

You should never use that type

of paper in the copy machine.

That type of paper doesn’t work

very well in the copy machine.

Instead of This Try This

13

Reader Benefits

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 hospitali-zation plan that meets all your needs.

Shape your statements to involve the reader. Try to develop the “you” attitude.

14

Reader Benefits

Instead of this:Before we can allow you to purchase items on this new account, we must wait two weeks to check your credit rating.

Try this:You may begin making purchases on your new account in two weeks.

Shape your statements to involve the reader. Try to develop the “you” attitude.

15

Reader Benefits

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. Try to develop the “you” attitude.

16

Conversational Language

Instead of this:The undersigned takes pleasure in . . . .

Instead of this:It may be of interest to you to learn that your check 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.

17

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.

18

Hidden Messages

Some words and phrases may imply a hidden message that the writer does not intend. Think twice before using the following negative expressions.

19

Hidden Messages

Negative Language:You overlookedYou state thatYou failed toYou claim thatYou are wrongYou do not understandYour delayYou forgot to

Hidden message:You are carelessBut I don’t believe youYou are carelessIt’s probably untrueI am rightYou are not very cleverYou are at faultYou are inefficient and

careless

20

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.

Try Your Skill

21

Try 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.

22

Try 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.

23

Familiar Words

Less familiar words:encounterextrapolateobligatoryterminate

Simple alternatives:meetprojectrequiredend

Avoid long, difficult, and unfamiliar words. Use short, simple, and common words whenever possible.

24

Try Your Skill

Revise this sentence using simpler language.• You may encounter difficulties in terminating

the contract.You may meet difficulties in ending the contract.

25

Try 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.

26

Try 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?

27

Try 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.

Revising and Editing Business Messages

Evaluating Content

Is the information accurate? Is the information relevant? Is there enough information? Are generalities balanced with

specific information?

Evaluating Organization Are all points covered logically? Do important ideas receive sufficient space

and are they placed properly? Could the message be arranged in a more

convincing sequence? Are any points repeated unnecessarily? Are details grouped together logically?

Evaluating Style and Tone

Does the writing meet the audience’s expectations?

Is the writing too formal or academic? Is the writing too casual? Does the message focus on the

audience’s needs?

32

Revising and Proofreading

Revising: Improving content and sentence structure. May involve adding, cutting, rewriting.

Proofreading: Correcting grammar, spelling, punctuation and format

33

What to Watch for in Proofreading

Spelling

Grammar

Punctuation

Names and numbers

Format

Proofreading Advice

Check several times Use perceptual tricks Double-check high-priority items Get some distance Stay focused and alert Review complex electronic documents on

paper Take your time

Revising with Technology

Revision tools Spell checker Grammar checker Thesaurus Style checker