1. Communicating in Writing

2. Tactical Elements for Written Communication
Planning and developing the message
Selecting and incorporating visual elements
Revising for coherence and flow
Revising for style and tone

3. Planning and Developing the Message
Parts of a Message
Introduction
Close
Body
Intro and Body:
Direct approach
Indirect approach
Conclusions:
Goodwill
Summary
Sales

4. Planning and Developing the Message
Persuasive Messages
1. How will my audience initially react to my proposal
2. How does my audience feel about me, my company, or my product or service?
3. What are your audience’s needs? In what ways does your idea or proposal fulfill those needs?
4. What benefits does your proposal provide to your audience?
5. What obstacles or objections must you overcome?
6. Is this a sales proposal or a competitive message? If so, what do my competitors offer? How might I distinguish myself or my ideas favorably from my competitors?

5. Planning and Developing the Message
Persuasive Messages
Claim
Evidence
COMPONENTS
Quality of the evidence
Ethos
Pathos
Logos
TYPES OF APPEALS

6. Planning and Developing the Message
Persuasive Messages
The AIDA Approach
Attention
Interest
Desire
Action

7. How Do I Deal with a Resistant Audience?
1. Open with statement of common ground
2. Explain need for change
3. Eliminate objections
4. Provide specific solution or recommendations
5. Explain implementation of plan if appropriate

8. Planning and Developing the Message
Reports and Proposals
Define a problem
Gather data
Develop recommendations
Can be formal or informal
Reports
Serve as sales documents recommending changes or purchases internally or offering services externally
Proposals

9. Do Visuals Matter for Writing?
White Space
Accomplished by chunking information in short, well-focused paragraphs
Makes the message look less dense and more “skimmable”
Headings
Cueing devices that let your audience know what to expect
Indicate the relationship between ideas

10. Do Visuals Matter for Writing?
Graphics
Improve understanding
Make information more memorable
Enhance professionalism and credibility of a speaker
Lists
Can increase white space and “skimmability”
Typically used as forecasting devices

11. Revising for Organization, Coherence, and Flow
When revising
Check for accurate topic sentences
Check for paragraph coherence
Include transitions and forecasting where appropriate

12. Revising for Style and Tone
Written business messages should use:
Short, simple, precise words, and yet avoid slang
Short yet complete sentences and short paragraphs
Standard English
First- and second-person pronouns

13. Tips for Submitting a Message
SEND!
Only send copies to those who need the info
Proofread for mechanical correctness
Avoid using BCC, which may look sneaky