1. Effective writing

2. Today’s learning objectives By the end of today, you will be able to 1. Write persuasive, clear and concise business messages 2. Write with strong audience focus 3. Ensure you get the desired response from readers

3. Starting exercise Write the PWR email by Susanna Marsh in pairs Include at least info about the new policy (ads in 3 weeks before) Also include a subject line!

4. Content 1. Key macro-writing principles 2. Effective e-mail writing 3. Key issues in choosing the right tone

5. Macrowriting – big issues to consider

6. Three main macro issues 1. High skim value 2. Signposts to show connection 3. Effective paragraphs

7. 1. High skim value Headings White space Typography Stand-alone Message type Parallel

8. ”Conclusions” OR ”Employees find communication poor” Stand-alone message headings

9. ”Demographic details” OR ”85% of respondents women under 30 yrs”

11. This email outlines the three actions you should take to enroll in course X: 1. send contact info to Susan Smith, 2. pay the course fee, and 3. prepare the pre-course assignment. 1.Send contact info to Susan Smith 2.Pay the course fee 3.Prepare the pre-course assignment Regards, Parallel message headings in text

12. Headings White space Typography Lists instead of text Short sentences and paragraphs 1. High skim value

13. This email outlines the three actions you should take to enroll in course X. First, you should send contact info to Susan Smith. Second, you should pay the course fee. And third, you should prepare the pre-course assignment.

14. This email outlines the three actions you should take to enroll in course X. 1. Send contact info to Susan Smith. 2. Pay the course fee. 3. Prepare the pre-course assignment. Lists instead of text ease processing

15. This email outlines the three actions you should take to enroll in course X. 1. Send contact info to Susan Smith. 2. Pay the course fee. 3. Prepare the pre-course assignment. White space increases readability

16. Headings White space Typography Be consistent 1. High skim value

17. Three main macro issues 1. High skim value 2. Signposts to show connection 3. Effective paragraphs

18. Effective openings and closings Links between paragraphs Section previews 2. Signposts to show connection

19. Effective opening Explains why you are writing Establishes context Makes structure explicit by giving preview

20. Effective opening example ”As we were informed in our monthly meeting last week, our client base has fallen dramatically. To address the issue, our sales team, Mikko, Matti and Sirja, was assigned to search for innovative ways to get new clients. This report outlines their three potential solutions to increase client base: 1. xxx, 2. yyy and 3. zzz.”

21. Effective opening example 2 Dear Mr. Smith, We met at the Speak IT! event last month, and you told me that you give workshops on inspirational leadership. I am writing to ask if you would be interested in giving a workshop on this topic to our employees on 14 or 16 March 2017. The workshop would be held in our company’s premises in Otaniemi.

22. Effective closing Gives action points Ends in goodwill statement

23. Effective closing examples I will call you at the beginning of next week so that we can talk more about the workshop and possibly start organizing the details. I look forward to receiving your comments on the attached draft by August 31, 3 pm.

24. Links between paragraphs We are organizing a work well-being day on February 11, and would like to invite you to be our guest speaker in the event. Our unit is the biggest unit in Aalto university and many of our researchers are the best in their field. Link?

25. Links between paragraphs We are organizing a work well-being day on February 11, and would like to invite you to be our guest speaker in the event. The theme of the well-being day is ’taking care of your mind’. We would especially like to have you as our guest speaker because…

26. Three main macro issues 1. High skim value 2. Signposts to show connection 3. Effective paragraphs

27. Topic sentence + support

28. Topic sentence + support example Effective document structure includes three main items. First, you should aim for high skim value. This means that… Second, you should use signposts to show connection. Examples of … Finally, each paragraph should start with a topic sentence. All other sentences then provide support for that one topic sentence.

29. Exercise on macro-writing 1.Look at the other pair’s PWR email. What is good and why? What changes would you make and why? Write down comments on the email. 2.Discuss your feedback with the pair whose email you commented on.

30. Effective e-mail writing

31. Weakest links in emails Vagueness Subject line Content Reason and required action unclear Poor formatting No / long paragraphs No blank space Poor language Unfriendly tone No greeting / sign-off Too informal No “softeners” Doesn’t get noticed

32. High-impact subject line 1. Reader- friendly text 2. Direct approach 3. Clear structure 4. Effective e-mail dos

33. 1. High-impact subject line Put message in subject line – “Brochure” vs. – “New brochure for comments by Monday” – “Meeting” vs. – “Board meeting Tue 9 am” Use old subject only when appropriate

34. 2. Reader-friendly text Write short – Sentences – Paragraphs (2-3 sentences) – E-mails (fit to one screen) Signpost your text Use lists, bullets, headings, underlining

35. Signposts, lists, being short Hi Joan, Hope you are doing fine. By tomorrow, please let me know your answers to the following three questions concerning project X: 1. What is the planning deadline? 2. Who is responsible for ad design? 3. When should the campaign be launched on TV? Regards, Peter

36. Signposts, lists, being short Hi Joan, Hope you are doing fine. By tomorrow, please let me know your answers to the following three questions concerning project X: 1. What is the planning deadline? 2. Who is responsible for ad design? 3. When should the campaign be launched on TV? Regards, Peter

37. Signposts, lists, being short Hi Joan, Hope you are doing fine. Relating to project X that we have going on, I need to know the planning deadline in order to plan my team schedule. In addition, could you please tell me who is responsible for ad design? Thank you. Oh, also, what about the launch on TV? Regards, Peter

38. Important things Required action in long emails NEVER PUT IMPORTANT THINGS IN THE MIDDLE 3. Direct approach In first main paragraph

39. 4. Clear structure Introduction Details and action Close Refer to earlier contact More info, what want from reader Reinforce objective, build goodwill

40. Example of email structure Dear Emily, It was a pleasure to visit you in Oregon two weeks ago. Thank you again for showing me around. Concerning the merging of our two companies, everything is going well here. However, I have one question for you. Is there any way you could attend our board meeting through LiveMeeting on Friday, September 2, at 10 pm your time? Please let me know what you think by Tuesday. I know the time is inconvenient, but your presence would help us make decisions on future schedules. Thank you. Regards, Hanna Introduction Details and action Close

41. Key issues in choosing the right tone

42. Communication strategy determines style and tone 1.Relationship with audience 2. Communication context (business – academic) 3. Nature of message

43. Written request analysis