Creating Effective Business Messages Chapter 5 © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.

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 5-3

The Stages and Goals of Effective Message Creation 5-4

The Stages and Goals of Effective Message Creation 5-5

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. 5-7

Time Spent by Poor, Average, and Expert Writers Developing a Complete Business Message 5-8 Figure 5.2

The Process for Creating Business Messages 5-9

5-10 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 5-11

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. 5-13

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. 5-15

Considering Reader Values and Priorities  Values refer to enduring beliefs and ideals that individuals hold.  Priorities involve ranking or assigning importance 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 5-17

Changing Your Reputation  Set up a time to talk with your boss  Ask your boss if you can take on any higher-responsibility projects  Make sure you fit in with the corporate culture in terms of professional dress and communication style.  Attend a lot of meetings to get to know as many colleagues as possible  Create a professional blog about a niche area 5-18

The Process for Creating Business Messages 5-19

5-20 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. 5-21

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. 5-23

Analyzing the Business Problem(s)  Positions stances that you take based on a set of conclusions. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. 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? 5-25

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 5-27

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 5-29 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 5-31

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 5-33

The Process for Creating Business Messages 5-34

5-35 The Process for Creating Business Messages

The Business Writing Process: Revising Tips Evaluating Proofreading

Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 6, Slide 37 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.

Eliminate Redundancies Say it only once! collect together contributing factor past history basic fundamentals personal opinion perfectly clear unexpected surprise few in number

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 when now because later 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 conduct an investigation of give consideration to make a decision about perform an analysis of take action investigate consider decide analyze act

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 requested enclosed is please call thank 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 Italics

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

The Business Writing Process How successful will this communication be? Does the message say what you want it to say? Did you encourage feedback so that you will know it is a success?

How successful will this communication be? Does the message say what you want it to say? Did you encourage feedback so that you will know it is a success? 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 to read.  Look for typos, misspellings, and easily confused words.  Watch for inconsistencies and ambiguous expressions.  Check for factual errors.

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 avoid setting off the ear piercing alarms.

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. 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.