eng 412 professional english writing for business audiences
TRANSCRIPT
ENG 412 PROFESSIONAL ENGLISH
Writing for Business Audiences
Three-Step Writing Process
Planning Writing Completing
What Is Good Organization?
Clarify SubjectClarify Subjectand Purposeand Purpose
Group IdeasGroup Ideasand Use Logicand Use Logic
Exclude Exclude Irrelevant MaterialIrrelevant Material
Include Include Relevant MaterialRelevant Material
Why IsOrganizationImportant?
Promotes Understanding
IncreasesAcceptance
Saves YourAudience Time
Message Type
AudienceReaction
Type ofApproach
Routine, Good-News
or Good Will
Pleased Or Neutral
Direct
PersuasiveUninterestedor Unwilling
Indirect
Bad News Displeased Indirect
Three Types of Messages
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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
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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?
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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?
ElectronicMedia
ElectronicMedia
Voice MailVoice Mail
BlogsBlogs
PodcastsPodcasts
InstantMessages
InstantMessages
TeleconferenceTeleconference
ComputerConferenceComputer
Conference
E-mailE-mail
WebsitesWebsitesGlobal Communication
Reduced Productivity
Privacy Issues
Inappropriate Content
Speed of Information
Time-Zone Barriers
Dispersed Audience
ElectronicCommunication
Disadvantages
Advantages
Relating to the Audience
“You”Attitude
PositiveTone
CredibleImage
The “You” Attitude
Instead of This Try 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 This Try This
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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.
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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.
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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.
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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.
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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.
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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.
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Hidden Messages
Negative Language:You overlookedYou state thatYou failed toYou claim thatYou are wrongYou do not understandYour delayYou forgot to
Hidden message:You are carelessBut I don’t believe youYou are carelessIt’s probably untrueI am rightYou are not very cleverYou are at faultYou are inefficient and
careless
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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
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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.
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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.
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Familiar Words
Less familiar words:encounterextrapolateobligatoryterminate
Simple alternatives:meetprojectrequiredend
Avoid long, difficult, and unfamiliar words. Use short, simple, and common words whenever possible.
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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.
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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.
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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?
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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.
Revising and Editing Business Messages
Evaluating Content
Is the information accurate? Is the information relevant? Is there enough information? Are generalities balanced with
specific information?
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?
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?
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Revising and Proofreading
Revising: Improving content and sentence structure. May involve adding, cutting, rewriting.
Proofreading: Correcting grammar, spelling, punctuation and format
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What to Watch for in Proofreading
Spelling
Grammar
Punctuation
Names and numbers
Format
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
Revising with Technology
Revision tools Spell checker Grammar checker Thesaurus Style checker