1. Before You Write Chapter 2 Ch. 2-
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian Edition
Copyright 2010 by © Nelson Education Ltd
Ch. 2-

2. Characteristics of Business Writing
Business writing must be
audience oriented
purposeful
professional
economical
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian Edition
Copyright 2010 by © Nelson Education Ltd
Ch. 2-

3. The Writing Process Stage 1: Prewriting Analyzing Anticipating
Adapting
Stage 2: Writing
Researching
Organizing
Composing
Stage 3: Revising
Revising
Proofreading
Evaluating
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian Edition
Copyright 2010 by © Nelson Education Ltd
Ch. 2-

4. Analyze the Purpose for Writing
Ask yourself two important questions:
Why am I sending this message?
What do I hope to achieve?
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian Edition
Copyright 2010 by © Nelson Education Ltd
Ch. 2-

5. Factors Determining Channel Selection
Importance of the message
Amount and speed of feedback required
Necessity of a permanent record
Cost of the channel
Degree of formality required
Best practices in your company
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian Edition
Copyright 2010 by © Nelson Education Ltd
Ch. 2-

6. Anticipate the Audience
To achieve your communication goals,
profile the audience
respond to the profile
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian Edition
Copyright 2010 by © Nelson Education Ltd
Ch. 2-

7. Emphasize Reader Benefits and Develop the “You” View
Shape your statements to involve the reader. Strive to develop the “you” view.
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 holiday get away plan that meets all your needs.
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian Edition
Copyright 2010 by © Nelson Education Ltd
Ch. 2-

8. Emphasize Reader Benefits and Develop the “You” View
Shape your statements to involve the reader. Strive to develop the “you” view.
Instead of this:
Before we can allow you to purchase items on this new account, we must wait two weeks to verify your credit.
Try this:
You may begin making purchases on your new account in two weeks.
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian Edition
Copyright 2010 by © Nelson Education Ltd
Ch. 2-

9. Emphasize Reader Benefits and Develop the “You” View
Shape your statements to involve the reader. Strive to develop the “you” view.
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.
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian Edition
Copyright 2010 by © Nelson Education Ltd
Ch. 2-

10. Use Conversational Language
Instead of this:
The undersigned takes pleasure in
It may be of some concern to you to learn that your cheque has been received and your account has been credited for $250.
Try this:
I’m happy to
We’ve credited your account for $250.
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian Edition
Copyright 2010 by © Nelson Education Ltd
Ch. 2-

11. Use Positive Language Instead of this: Try this:
Employees may not use the First Street entrance during remodeling.
We cannot fill your order until we receive an exact model number.
Try this:
Employees may use the Market Street entrance during remodeling.
We can fill your order once we receive an exact model number.
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian Edition
Copyright 2010 by © Nelson Education Ltd
Ch. 2-

12. Use Inclusive Language
Instead of this:
Have you called a salesman?
Every executive has his own office.
Try this:
Have you called a salesperson?
All executives have their own offices.
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian Edition
Copyright 2010 by © Nelson Education Ltd
Ch. 2-

13. Try Your Skill
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.
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian Edition
Copyright 2010 by © Nelson Education Ltd
Ch. 2-

14. 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.
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian Edition
Copyright 2010 by © Nelson Education Ltd
Ch. 2-

15. 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.
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian Edition
Copyright 2010 by © Nelson Education Ltd
Ch. 2-

16. Try Your Skill Revise this sentence to create reader benefits.
We want all newly hired employees to use our carpooling program for at least three months.
As a newly hired employee, you won’t have to drive to work for the first three months because you can carpool.
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian Edition
Copyright 2010 by © Nelson Education Ltd
Ch. 2-

17. Use Plain Language Avoid inflated language.
Each person to whom the request is herein addressed is henceforth solicited to submit, or to have his or her department representative submit, to the undersigned officer, a comment on whether the proposed plan, in his or her considered view, meets the requirements of the bill recently tabled in Parliament.
Simple Translation: You may wish to comment on whether the proposed plan meets the requirements of the new bill.
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian Edition
Copyright 2010 by © Nelson Education Ltd
Ch. 2-

18. Use Familiar Words
Avoid long, difficult, and unfamiliar words. Use short, simple, and common words whenever possible.
Less familiar words:
encounter
extrapolate
obligatory
terminate
Simple alternatives:
meet
project
required
end
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian Edition
Copyright 2010 by © Nelson Education Ltd
Ch. 2-

19. 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.
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian Edition
Copyright 2010 by © Nelson Education Ltd
Ch. 2-

20. 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.
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian Edition
Copyright 2010 by © Nelson Education Ltd
Ch. 2-

21. 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?
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian Edition
Copyright 2010 by © Nelson Education Ltd
Ch. 2-

22. 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.
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian Edition
Copyright 2010 by © Nelson Education Ltd
Ch. 2-

23. Seven Ways Technology Can Improve Your Business Writing
Fighting writer’s block
Collecting information electronically
Using templates
Improving correctness and precision
Adding graphics for emphasis
Designing and producing professional-looking documents, presentations, and Web pages
Using software for team writing
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian Edition
Copyright 2010 by © Nelson Education Ltd
Ch. 2-

24. End
Mary Ellen Guffey, Richard Almonte Essentials of Business Communication, 6th Canadian Edition
Copyright 2010 by © Nelson Education Ltd
Ch. 2-