1. ENG 412 PROFESSIONAL ENGLISH Writing for Business Audiences

2. Three-Step Writing Process  Planning  Writing  Completing

3. What Is Good Organization? Clarify Subject and Purpose Group Ideas and Use Logic Exclude Irrelevant Material Include Relevant Material

4. Why Is Organization Important? Promotes Understanding Increases Acceptance Saves Your Audience Time

5. Message Type Audience Reaction Type of Approach Routine, Good-News or Good Will Pleased Or Neutral Direct Persuasive Uninterested or Unwilling Indirect Bad News DispleasedIndirect Three Types of Messages

6. 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. 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. 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?

9. Electronic Media Electronic Media Voice Mail Blogs Podcasts Instant Messages Instant Messages Teleconference Computer Conference Computer Conference E-mail Websites Global Communication

10. Reduced Productivity Privacy Issues Inappropriate Content Speed of Information Time-Zone Barriers Dispersed Audience Electronic Communication Disadvantages Advantages

11. Relating to the Audience “You” Attitude Positive Tone Credible Image

12. The “You” Attitude Instead of ThisTry 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 ThisTry This

13. 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. 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. 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. 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. 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. 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. 19 Hidden Messages Negative Language: You overlooked You state that You failed to You claim that You are wrong You do not understand Your delay You forgot to Hidden message: You are careless But I don’t believe you You are careless It’s probably untrue I am right You are not very clever You are at fault You are inefficient and careless

20. 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. 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. 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. 23 Familiar Words Less familiar words: encounter extrapolate obligatory terminate Simple alternatives: meet project required end Avoid long, difficult, and unfamiliar words. Use short, simple, and common words whenever possible.

24. 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. 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. 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. 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.

28. Revising and Editing Business Messages

29. Evaluating Content  Is the information accurate?  Is the information relevant?  Is there enough information?  Are generalities balanced with specific information?

30. 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?

31. 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. 32 Revising and Proofreading  Revising: Improving content and sentence structure. May involve adding, cutting, rewriting.  Proofreading:Correcting grammar, spelling, punctuation and format

33. 33 What to Watch for in Proofreading Spelling Grammar Punctuation Names and numbers Format

34. 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

35. Revising with Technology  Revision tools  Spell checker  Grammar checker  Thesaurus  Style checker