thomsom business writing

B u s i n e s s W r i t i n g Instructor’s Edition

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NOT FOR PRINTING OR INSTRUCTIONAL USE

Business Writing VP and GM of Courseware: Michael Springer Series Product Managers: Caryl Bahner-Guhin and Adam A. Wilcox Developmental Editor: Laurie Perry Series Designer: Adam A. Wilcox Cover Designer: Steve Deschene

COPYRIGHT © 2002 Course Technology, a division of Thomson Learning. Thomson Learning is a trademark used herein under license.

ALL RIGHTS RESERVED. No part of this work may be reproduced, transcribed, or used in any form or by any meansgraphic, electronic, or mechanical, including photocopying, recording, taping, Web distribution, or information storage and retrieval systemswithout the prior written permission of the publisher.

For more information contact:

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Or find us on the Web at: www.course.com

For permission to use material from this text or product, contact us by

• Web: www.thomsonrights.com • Phone: 1-800-730-2214 • Fax: 1-800-730-2215

Trademarks Course ILT is a trademark of Course Technology.

Some of the product names and company names used in this book have been used for identification purposes only and may be trademarks or registered trademarks of their respective manufacturers and sellers.

Disclaimer Course Technology reserves the right to revise this publication and make changes from time to time in its content without notice.

ISBN 0-619-14822-5

Printed in the United States of America

1 2 3 4 5 PM 05 04 03 02

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C o n t e n t s

Introduction iii Topic A: About the manual............................................................................... iv Topic B: Setting student expectations ............................................................. viii Topic C: Classroom setup..................................................................................x Topic D: Support............................................................................................... xi

Writing skills 1-1 Topic A: Basic writing skills ........................................................................... 1-2 Topic B: Effective sentences and paragraphs .................................................. 1-9 Unit summary: Writing skills .......................................................................... 1-15

Writing specific messages 2-1 Topic A: Business letters and reports .............................................................. 2-2 Topic B: Writing opinionated messages......................................................... 2-11 Unit summary: Writing specific messages ...................................................... 2-16

Understanding proposals 3-1 Topic A: Proposals........................................................................................... 3-2 Topic B: Client-focused proposals .................................................................. 3-5 Unit summary: Understanding proposals ........................................................ 3-10

Letter proposals 4-1 Topic A: Writing a letter proposal ................................................................... 4-2 Topic B: Visually appealing proposals ........................................................... 4-12 Unit summary: Letter proposals ...................................................................... 4-16

Formal proposals 5-1 Topic A: Structuring formal proposals ............................................................ 5-2 Topic B: Visual elements and editing............................................................. 5-17 Unit summary: Formal proposals .................................................................... 5-19

Course summary S-1 Topic A: Course summary ...............................................................................S-2 Topic B: Continued learning after class ..........................................................S-3

Glossary G-1

Index I-1

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ii Business Writing

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iii

B u s i n e s s W r i t i n g Introduction

After reading this introduction, you will know how to:

A Use Course Technology ILT manuals in general.

B Use prerequisites, a target student description, course objectives, and a skills inventory to properly set students’ expectations for the course.

C Get support for setting up and teaching this course.

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iv Business Writing

Topic A: About the manual

Course Technology ILT philosophy Our goal at Course Technology is to make you, the instructor, as successful as possible. To that end, our manuals facilitate students’ learning by providing structured interaction with the subject itself. While we provide text to help you explain concepts, the activities are the focus of our courses. Leading the students through these activities will teach the concepts effectively.

We believe strongly in the instructor-led classroom. For many students, having a thinking, feeling instructor in front of them will always be the most comfortable way to learn. Because the students’ focus should be on you, our manuals are designed and written to facilitate your interaction with the students, and not to call attention to manuals themselves.

We believe in the basic approach of setting expectations, then teaching, and providing summary and review afterwards. For this reason, lessons begin with objectives and end with summaries. We also provide overall course objectives and a course summary to provide both an introduction to and closure on the entire course.

Our goal is your success. We encourage your feedback in helping us to continually improve our manuals to meet your needs.

Manual components The manuals contain these major components:

• Table of contents • Introduction • Units • Course summary • Glossary • Index

Each element is described below.

Table of contents

The table of contents acts as a learning roadmap for you and the students.

Introduction

The introduction contains information about our training philosophy and our manual components, features, and conventions. It contains descriptions of the target student, objectives, and setup for the course. The introduction also contains support information.

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Introduction v

Units

Units are the largest structural component of the actual course content. A unit begins with a title page that lists objectives for each major subdivision, or topic, within the unit. Within each topic, conceptual and explanatory information alternates with activities. Units conclude with a summary comprising one paragraph for each topic, and an independent practice activity that gives students an opportunity to practice the skills they’ve learned.

The conceptual information takes the form of text paragraphs, exhibits, lists, and tables. The activities are structured in two columns, one telling students what to do, the other providing explanations, descriptions, and graphics. Throughout a unit, instructor notes are found in the left margin.

Course summary

This section provides a text summary of the entire course. It is useful for providing closure at the end of the course. The course summary also indicates the next course in this series, if there is one, and lists additional resources students might find useful as they continue to learn about the subject.

Glossary

The glossary provides definitions for the key terms used in this course.

Index

The index enables you and the students to quickly find information about a particular topic or concept in the course.

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vi Business Writing

Manual conventions We’ve tried to keep the number of elements and the types of formatting to a minimum in the manuals. We think this aids in clarity and makes the manuals more elegant looking. But there are some conventions and icons you should know about.

Convention/icon Description Italic text In conceptual text, indicates a new term or feature.

Bold text In unit summaries, indicates a key term or concept.

Instructor notes. In the left margin, provide tips, hints, and warnings for the instructor.

Warnings prepare instructors for potential classroom management problems.

Next to an instructor note, indicates a warning for the instructor.

Tips give extra information the instructor can share with students.

Next to an instructor note, indicates a tip the instructor can share with students.

Setup instructor notes give a context for instructors to share with students.

Next to an instructor note, indicates a setup the instructor can use before delivering a step or activity.

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Introduction vii

Activities

The activities are the most important parts of our manuals. They are usually divided into two columns, with a questions or concepts on the left and answers and explanations on the right. To the far left, instructor notes provide tips, warnings, setups, and other information for the instructor only. Here’s a sample:

Do it! A-1: Steps for brainstorming

Exercises 1 Sequence the steps for brainstorming.

Begin generating ideas.

Select the purpose.

Organize for the session.

Ask questions and clarify ideas.

Review the rules.

Select the purpose.

Organize for the session.

Review the rules.

Begin generating ideas.

Ask questions and clarify ideas.

PowerPoint presentations To assist in your presentation and provide students with a visual focus, there is a PowerPoint presentation file to accompany each unit. Each presentation begins with a list of unit objectives and finishes with a unit summary slide. Display the slide show from the instructor's station as you present the course materials. A copy of PowerPoint Viewer is included, so you do not need to have PowerPoint software installed.

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viii Business Writing

Topic B: Setting student expectations Properly setting students’ expectations is essential to your success. This topic will help you do that by providing:

• A description of the target student at whom the course is aimed • A list of the objectives for the course • A skills assessment for the course

Course prerequisites There are no specific prerequisites for this course.

Target student The typical students of this course will be managers, supervisors, or team leaders who need to learn effective business writing.

Course objectives You should share these overall course objectives with your students at the beginning of the day. This will give the students an idea about what to expect, and will also help you identify students who might be misplaced. Students are considered misplaced when they lack the prerequisite knowledge or when they already know most of the subject matter to be covered.

After completing this course, students will know how to: • Improve writing skills by using writing guidelines and following the writing

process to write effective sentences and paragraphs. • Write effective business reports and letters, e-mail messages, and opinionated

messages such as apology letters, negative messages, and persuasive messages. • Write various types of proposals and keep them focused on the client. • Create a letter proposal and add formatting to make it visually appealing. • Create a formal proposal and add visual elements to it.

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Introduction ix

Skills inventory Use the following form to gauge students’ skill level entering the class (students have copies in the introductions of their student manuals). For each skill listed, have students rate their familiarity from 1 to 5, with five being the most familiar. Emphasize that this is not a test. Rather, it is intended to provide students with an idea of where they’re starting from at the beginning of class. If a student is wholly unfamiliar with all the skills, he or she might not be ready for the class. A student who seems to understand all of the skills, on the other hand, might need to move on to the next course in the series.

Skill 1 2 3 4 5

Identifying basic writing guidelines

Defining the four steps of the writing process

Identifying words to avoid

Defining simple, compound, and complex sentences

Differentiating between topic and supporting sentences

Identifying the parts of a business letter

Writing brief business messages

Writing an apology letter

Writing a negative message

Writing a persuasive message

Describing the six types of proposal

Using questions to get to know your client

Identifying the guidelines for proposals

Defining the components of a letter proposal

Creating a letter proposal

Describing the six components of a formal proposal

Creating a formal proposal

Defining a proprietary statement

Using formatting and visual elements in proposals

Describing basic editing techniques

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x Business Writing

Topic C: Classroom setup In addition to a manual, each student should be provided with a pad and pens or pencils for jotting down notes and questions. Students should have a comfortable place to sit and ample table space to spread out their materials. The instructor should have a whiteboard and markers.

Computer requirements If you wish to use the PowerPoint presentation, you’ll need the following:

• A Pentium-class or better computer • A keyboard and a mouse • A sound card and speakers • Windows 98, NT, 2000, or XP • A minimum of 64 MB of memory or more, depending on your operating system • CD-ROM drive • A Super-VGA monitor • An overhead monitor projector • PowerPoint Viewer or PowerPoint 2000 or later

Downloading the PowerPoint presentations You can download the presentation files directly to the instructor machine, to a central location on your own network, or to a disk.

1 Connect to www.courseilt.com/instructor_tools.html. 2 Click the link for Communications to display a page of course listings, and then

click the link for Business Writing. 3 Click the link for downloading the PowerPoint presentations, and follow the

instructions that appear on your screen.

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Introduction xi

Topic D: Support Your success is our primary concern. If you need help setting up this class or teaching a particular unit, topic, or activity, please don’t hesitate to get in touch with us. Please have the name of the course available when you call, and be as specific as possible about the kind of help you need.

Phone support You can call for support 24 hours a day at (888) 672-7500. If you do not connect to a live operator, you can leave a message, and we pledge to return your call within 24 hours (except on Saturday and Sunday).

Web-based support The Course ILT Web site provides several instructor’s tools for each course, including course outlines and answers to frequently asked questions. To download these files, go to www.courseilt.com/instructor_tools.html.

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xii Business Writing

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1–1

U n i t 1 Writing skills

Unit time: 40 minutes

Complete this unit, and you’ll know how to:

A Improve your writing skills by avoiding common pitfalls, adhering to specified guidelines, and following a standard writing process.

B Write effective sentences and paragraphs.

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1–2 Business Writing

Topic A: Basic writing skills Explanation Businesses spend millions of dollars every year correcting problems caused by poor

writing. Because people inside and outside your company rely on your written work, the ability to write a clear contract, memo, report, or letter can greatly affect your personal productivity and the organization’s success.

Common pitfalls There are several common pitfalls you should avoid when writing:

• Large or uncommon words that draw the reader’s attention away from the document’s information

• Sexist or derogatory language that offends the reader • Ambiguous expressions that do not convey messages effectively • Negative expressions that deter readers from accepting your ideas • Wordiness or redundancy • Jargon that can make readers feel you are trying to “talk over their heads” • Clichés that might seem unprofessional • Inattention to details • Contradicting statements that give confusing messages

Communication through writing

Communicating through writing is helpful when providing information to several individuals. Writing is also beneficial when you have a large amount of information that needs to be communicated. And when the information you are sharing is difficult to understand, putting it in writing allows the reader to review it as often as needed.

However, when information is personal or can elicit an emotional response, you should avoid sending a written message. You should communicate this type of information face-to-face because feedback from the recipient can be immediately addressed.

Writing guidelines

When writing, you should keep the following guidelines in mind: • Be specific — Direct language avoids potential misunderstanding. • Remain focused — Concentrate on one point at a time and give only the

information the reader needs. • Relate obscure ideas to known facts — Help the reader understand your

message by relating unfamiliar ideas to familiar ones. • Emphasize your main points — Use words, styles, and formatting to focus the

reader’s attention on the main points of your message. • Allow enough time — Give yourself plenty of time to fully develop the ideas

you want to relay.

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Writing skills 1–3

Do it! A-1: Discussing basic writing skills

Exercises Encourage students to share any other pitfalls that they observe.

1 Read the following paragraph and identify the writing pitfalls that the author should have avoided.

Life today is highly affected by the World Wide Web, which enables us to access information from different spheres of life, which in turn has made this enormous world a very small place. In the current times the dialogues even in a marital tiff are resolved over the net as couples have such tight schedules. A person who is very busy at work can chat with his friend using the net.

• Wordiness or redundant phrases

• Inattention to details

• Sexist language

2 In which of the following situations should you use writing to communicate your message?

A Small amount of information to convey

B Large amount of information to convey

C Information related to personal matters

D Easy to understand information

Take this opportunity to review all five writing guidelines.

3 Read the following paragraph. Does it follow the prescribed writing guidelines?

Today, the Internet has become a very big boon to everybody from a common man to a multinational company. Everybody today is talking about the Internet. People now enjoy communicating via e-mail and instant messengers. The old means of communication have almost been forgotten. The companies today advertise about their products by using Web sites and are finding new ways and means to hold their customers’ attention focused to their Web sites. To hold the customers’ attention, the Web pages need to be attractive, dynamic, and flashy.

The writing process Explanation The writing process involves constructing a well-defined idea for a specific audience. It

also involves writing a rough draft that you’ll refine later. However, the greatest advantage of the writing process is that it enables you to write any type of document clearly and professionally.

The writing process has four steps: 1 Planning to write 2 Organizing your thoughts 3 Writing the first draft 4 Editing the document

Following these four steps ensures that the document you create is well written and conveys professionalism. P

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Step 1: Planning to write The first step of the writing process is planning what you’ll communicate. Planning your messages enables you to outline exactly what you need to say. It also enables you to reduce the risk of sending unnecessary information. You need to do the following to plan your message properly:

1 Determine your purpose. 2 Analyze the reader. 3 Choose a style.

Determine your purpose

Having a clear purpose helps you identify what information you want to share with the reader, and what you want the reader to learn from your message. When developing the purpose of a message, consider its content, organization, style, tone, and format.

To develop a clear purpose, consider what the reader already knows about the subject. The purpose of your message should cover only new or additional information.

To have a legitimate purpose, a document must meet three requirements: • The purpose must be worthwhile. Readers quickly disregard any information

that does not seem important. • The purpose must be delivered at the correct time. Make sure you deliver

your message when the reader is able to view and understand the information with an open mind.

• The purpose must be relevant to your organization. Your document should reflect and reinforce your organization’s goals or mission.

Analyze the reader

Knowing your readers, their attitudes, and the type of information they need helps you write messages they can understand. Analyzing your readers also enables you to address any skepticism, reluctance to change, or concerns they might have about the information.

You should always provide readers with information that is important to them. When writing to a large group, you should focus on a common interest. Finding some common ground before approaching a subject enables you to avoid alienating any of your readers.

By anticipating your readers’ probable reaction, you can address any doubts, fears, or uncertainties they might have about your purpose. This increases the probability that they will accept your message.

Evaluating your readers’ knowledge of a subject will help you determine the type and amount of information you need to include in a message.

Readers want to know why and how the information you are sending is valuable to them. If you do not state how your readers can use the information, they might disregard your message.

Choose a writing style

Your writing style should be appropriate to your purpose and audience. Over the last several years, business writing has become less rigid and more informal.

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A formal style is appropriate for documents addressed to a large audience, long reports, or official documents. When using a formal style, you should refrain from using personal pronouns, such as “I” and “you.” By avoiding contractions, such as “don’t” and “it’s,” you can maintain a sense of formality. You should also avoid colloquialisms and slang.

An informal style is typically used in documents such as memos, letter reports, or brief e-mail messages addressed to an individual or a small group. This style is dependent on the tone you want to present and the type of information being shared. You should use an informal style only with individuals you know personally.

Step 2: Organizing your thoughts The second step of the writing process is to organize your thoughts. Properly organizing your thoughts before writing enables you to communicate information in a systematic and logical format that will help the reader understand your message.

Importance of being well organized

Organizing your thoughts before writing enables you to satisfy a reader’s informational, motivational, and practical needs. When you organize information in a document effectively, your message is easy to understand.

Logically organizing your thoughts before writing provides three other benefits: • Your main points will be emphasized and properly supported with evidence. • You can identify areas where you lack information. • You save the reader’s time by presenting information in a clear and easy-to-

follow format.

Creating an outline

Using a standard outline form is the most effective method of organizing thoughts. After determining the information you need to include in a document, indicate your main points by using Roman numerals (I, II, III…).

Under each main point, list the associated subpoints labeled capital letters (A, B, C…). Indicate supporting material with Arabic numbers (1, 2, 3…) directly under each subpoint.

Organizing a written document

To organize thoughts in a clear and logical manner, you need to: 1 State the main topic. Immediately identifying your intentions keeps the reader

focused on the main points of the document. 2 Explain how you’ll present the information. Briefly explaining at the outset

how your message is presented helps the reader follow your train of thought through the document. Listing the items you need to discuss in a systematic, logical, and sequential manner allows the reader to easily identify your reason for sending the message.

3 Include all your evidence. Supporting your ideas with solid evidence will help the reader understand why you’re sending the message.

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Step 3: Writing the first draft The third step in the writing process is to write the first draft. In this step, you should begin to refine your thoughts so that they correspond with the overall purpose of the document.

A first draft should be written quickly and without much concern for grammatical errors. Concentrate mainly on noting all your ideas—you can revise the document later. You might want to concentrate on simple information first, leaving the more difficult concepts for later.

You should not feel constrained by your outline. If you decide it can be improved, don’t hesitate to add, delete, or rearrange information. But stay focused on your main purpose; this will help you avoid including irrelevant information.

First draft goals

When writing a first draft, try to stay focused on these goals: • Establish your credibility. Tell the reader why you are qualified to write about

the subject. This will boost their confidence in the importance and validity of your message.

• Be sensitive. A reader who receives an insensitive message will ignore the information it contains and instead focus on how it made him or her feel, thus defeating the purpose of your message. Always avoid comments that some people might find rude.

• Emphasize your main points. Stating your main points at the beginning of your document grabs the reader’s attention and reinforces the purpose of the message.

• Project the right image. Whether you are writing to an employee, supervisor, or someone outside your organization, you need to be aware of how the reader will interpret your message. Project a positive image by writing messages that are professional and accurate.

Step 4: Editing your document The fourth and final step in the writing process is to edit your document. Editing enables you to correct any grammatical or spelling errors. It also helps you to make sure your document is presented in a logical and easy-to-read format.

While editing your document, you should make sure it contains only relevant information. If possible, set aside the first draft for a couple of days so you can return to it later and edit with a fresh point of view.

To edit a document properly, follow these four steps: 1 Check the content and organization. Verify that you have presented all the

relevant information in a logical manner. You should also check to see if you have provided enough supporting information for each idea.

2 Check its readability. Verifying that the document is based on direct and concise statements. You should also look for factual errors and confusing statements.

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3 Check the format. The layout, or appearance, of your document has a lot to do with its readability. We suggest the following formatting guidelines: • Place margins consistently at the top, bottom, and sides of your document. • Use page numbers and consistently, and include them on every page. • Use headings to emphasize each segment of your document and support the

overall flow of information. • Indent lists to focus the reader’s attention. • Use boldface type to emphasizing headings. • Use generous spacing throughout your document, and keep your sentences

and paragraphs relatively short. 4 Check the mechanics. Grammatical, spelling, punctuation, and typographical

errors can damage your professional clout and credibility. Therefore, it’s very important to double-check your document for these errors. Do not depend completely on a word processor’s spelling and grammar check functions.

How many times should you edit a document?

Ideally, you should edit your document at least three times. It’s also a good idea to have an impartial person read the document before it is distributed. Another pair of eyes will often catch mistakes that you missed due to your familiarity with the document.

Do it! A-2: Discussing the writing process

Exercises 1 Which of the following is one of the four steps of the writing process?

A Organizing your thoughts

B Organizing your writing materials

C Developing an index

D Sending your first draft to an editor

2 Place the following writing steps in the correct order.

Analyze the reader

Choose a style



Analyze the reader

Choose a style

3 When writing to a large number of people, which writing style is usually more appropriate: informal or formal?

It’s important to know your audience. The informal writing style is more appropriate for individuals you personally know.

Initiate a short discussion. 4 Explain why using a standard outline form is the most effective method of organizing your thoughts.

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5 What can damage your credibility as a writer?

Grammar, spelling, and punctuation errors.

Ask a volunteer to share the answer.

6 Jenny has just returned from an exciting holiday in Spain. She writes an article about her trip with the intention of getting it published. Put the following tasks in the correct order. For each task, identify the corresponding step of the writing process.

She sends the article for edit.

She chooses an informal writing style.

She decides to include pictures taken during the trip.

She reads the article and then adds, deletes, and rearranges the information.

She decides that the article should be for children.

She makes a final read-through to check for grammatical and spelling errors.

She creates an outline for the article.

She writes about her experiences and later includes details about each location by consulting reference sources.

Step 1: Planning to write

• She decides that the article should be for children.

• She chooses an informal writing style.

Step 2: Organizing thoughts

• She creates an outline for the article.

• She decides to include pictures taken during the trip.

Step 3: Writing the first draft

• She writes about her experiences and later includes details about each location by consulting reference sources.

• She reads the article and then adds, deletes, and rearranges the information.

Step 4: Editing the document

• She makes a final read-through to check for grammatical and spelling errors.

• She sends the article for edit.

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Topic B: Effective sentences and paragraphs Explanation Effective sentences and paragraphs will allow the reader to interpret your message

successfully, minimizing miscommunication. Choosing the right words helps you deliver a clear and concise message.

The right words The words you use will depend on the type of document you are writing.

Here are three the types of words that you can use in every document you write: • Concrete words have specific meanings and are less likely to be misinterpreted. • Familiar words are common to you and the reader. • Concise words have few syllables and are easy to read.

These four types of words are to be avoided: • Gender-specific words. When possible, you should avoid any word that

specifies gender—for example, waitress (use “server” instead). In addition, you should refer to women as “Ms.” or by their title, unless they ask to be addressed differently.

• Racial words. These words refer to any stereotype of a race or an ethnic group. Unless an individual’s race or ethnicity is important to your message, don’t refer to it.

• Age-specific words. These words refer to an individual’s age or to a stereotype associated with a specific age group. You should only refer to an individual’s age when it is truly relevant to your message.

• Disability-specific words. Whenever possible, avoid referring to an individual’s disabilities. However, if you must mention individuals with physical or mental handicaps, refer to them as “disabled.”

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Do it! B-1: Choosing the right words

Exercises 1 When referring to women in a document, which title should be used?

Ms.

2 Classify the following words as gender-specific, racial, age-specific, or disability-specific.

Congressman Gender-specific

Blind Disability-specific

Jew Racial

Kid Age-specific

Black Racial

Elderly Age-specific

Adolescent Age-specific

Deaf Disability-specific

Chairman Gender-specific

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Types of sentences Explanation You can use three types of sentences when writing a document:

• Simple sentences have a single subject and a single verb. For example: “Mr. Roberts moved last year.” In this sentence, “Mr. Roberts” is the single subject, and “moved” is the single verb.

• Compound sentences have two or more independent, but related, clauses of equal importance that are linked together with “and,” “but,” or “or.” For example: “I would have finished the report, but my computer crashed.”

• Complex sentences have one independent clause with one or more dependent clauses related to it, separated by a comma. For example: “Even though the proposal had several flaws, many managers accepted it.” In this sentence, the dependent clause comes before the comma, and is followed by the independent clause.

Effective sentences Use the following guidelines to create effective sentences:

• Be concise. Regardless of the type of document you are writing, you should always keep your sentences concise. To avoid confusing the reader, most sentences should have no more than 20 words. However, you might occasionally need to group several ideas together. In these situations, it is acceptable to exceed this limit.

• Avoid unnecessary and repetitious words. This will help you prevent redundancy in your sentences. Some commonly overused words include “to,” “that,” “who,” “which,” and “the.”

• Use active voice. Try to use active voice instead of passive voice. Passive sentences are typically longer and more difficult to read than active sentences. Here are two examples: • Active — The regional manager will handle all complaints. • Passive — All complaints will be handled by the regional manager.

Active sentences tend to make stronger statements and are more to the point. However, you might use passive sentences to soften bad news because they can seem less accusatory to the reader.

• Eliminate run-on sentences. Run-on sentences typically contain too many ideas and confuse the reader. Many compound sentences are actually run-on sentences that should be broken into separate statements.

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Do it! B-2: Discussing sentences

Exercises 1 Most sentences should contain no more than ___ words.

20

2 ______ sentences should be broken into two or more sentences.

Run-on

3 Classify the following sentences as simple, compound, or complex.

The strategic partnership provides the best distribution network to businesses.

Simple

As many of you already know, Icon is beginning work on a new company-wide newsletter.

Complex

This performance, month after month, is due to a diverse group of leading global products.

Simple

Mike works on several corporate accounts, and Holly deals with large consumer accounts.

Compound

Since he began working at Icon, Ward has been recognized as an impressive executive.

Complex

My friend offered me a piece of candy, but I was already chewing gum.

Compound

Before I left for lunch, I finished reading the report. Complex

4 Convert the following sentences to active voice.

Icon’s success is defined by our employees.

Our employees define Icon’s success.

The report will be completed by our department.

Our department will complete the report.

Icon International’s future is being planned by the board of directors.

The board of directors is planning Icon International’s future.

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5 Determine whether the following are run-on sentences. If so, rewrite the sentence to correct the error.

The report should be done by next Monday, however, George has been late in reviewing it, and I have been unable to revise it.

The report should be done by next Monday. However, George has been late in reviewing it, and I have been unable to revise it.

Jerry will write the report on Monday and edit it on Tuesday.

Not a run-on sentence.

Effective paragraphs Explanation Paragraphs can vary in length and form depending on the amount of information they

cover. However, all good paragraphs have the following three components: • Topic sentences located at the beginning of the paragraph. These sentences

state what you are going to cover and indicate how you’ll discuss the subject of the paragraph.

• Supporting sentences that explain the topic sentences. Supporting sentences provide specific details that clarify the rest of the information in the paragraph. Well-formed paragraphs should have enough information to clarify the topic sentence and make it interesting.

• Transitional words that make the paragraph coherent. Transitional words connect one thought to another and help the reader follow your train of thought. Some transitional words include “and,” “but,” “or,” “however,” “in addition,” and “therefore.”

Creating effective paragraphs

To create effective paragraphs, follow these three guidelines: • Concentrate on one idea. This will help you maintain focus and purpose.

Combining several different topics in a paragraph will confuse the reader. • Keep paragraphs short. Long paragraphs quickly lose their focus and bore the

reader. Paragraphs should not be longer than 10 to 12 lines. • Vary the length and structure. This guideline applies to sentences and

paragraphs, and will help you avoid repetition of style. Mixing long and short paragraphs in a document also helps keep the reader’s attention.

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Do it! B-3: Identifying the components of effective paragraphs

Exercises Tell students that the sentences in this paragraph are jumbled.

1 We have taken a well-written paragraph and rearranged its sentences. In this jumbled version, identify the topic sentence and the supporting sentences.

Therefore, in our company, client relationships don’t end when the purchase decision is made. For 15 years, this business has built its reputation on one enduring commitment: superior customer service. We build customer relationships by paying attention to detail, keeping our promises, and providing open access to our professional staff.

Topic sentence: For 15 years, this business has built its reputation on one enduring commitment: superior customer service.

Supporting sentences: We build customer relationships by paying attention to detail, keeping our promises, and providing open access to our professional staff. Therefore, in our company, client relationships don’t end when the purchase decision is made.

Which of the following was used as a transitional word in the paragraph?

A This

B Therefore

C When

2 What’s a topic sentence?

A topic sentence is located at the beginning of a paragraph. It tells the reader what the paragraph is about, and it sets the tone.

3 Identify the supporting sentences in the following paragraph.

Icon’s Web site contains important information for customers. On the home page you’ll find links to case studies, support resources, and online product information. Additionally, the Web site serves as a forum where you can share concerns and experiences with other technical support professionals.

On the home page you’ll find links to case studies, support resources, and online product information. Additionally, the Web site serves as a forum where you can share concerns and experiences with other technical support professionals.

Which of these words is not used as a transitional word in the preceding paragraph?

A On

B And

C Additionally

D Online

4 Every paragraph in a document should be about the same length. True or false?

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Unit summary: Writing skills Topic A In this unit, you learned about basic writing skills and how they can help you write

clearer documents, such as contracts, memos, reports, and letters. You also learned about some common pitfalls to avoid in your writing. Then, you learned about the four steps in the standard writing process.

Topic B Next, you learned how to choose words carefully and create effective sentences. You learned that there are three types of sentences: simple, complex, and compound. Finally, you learned some guidelines for writing effective paragraphs. These include concentrating on one idea, keeping paragraphs relatively short, and varying the length and structure of sentences.

Review questions Imagine that you’re meeting with Marcus Robinson, one of the Icon International’s Information Service Editors, to guide him in the proper approach to drafting a document. To test his understanding of the writing process, you ask him the following questions. How should Marcus answer each question?

1 Do you establish a clear purpose for each document?

A I always establish a clear purpose before I start writing.

B I usually establish a purpose, but it depends on the subject matter and how much time I have to complete the document.

C A writer rarely needs to establish a clear purpose.

D No, I just dive right into the first draft.

2 Do you analyze your audience before starting to write?

A I always analyze my audience before writing a first draft.

B It’s not always important to analyze the audience before writing a first draft. It depends on the subject matter.

C I never analyze my audience before starting to write. It’s easier to just start writing.

3 When analyzing your audience, do you consider how many people will be reading the document?

A I usually don’t think about how many people will be reading the document, as it could be a distraction.

B I never think about how many people will be reading the document.

C Depending on the type of the document I’m writing, I usually consider how many people will be reading it.

D Every time I write a document, I consider how many people will be reading it.

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4 Do you consider the reader’s level of understanding before writing?

A I never really think about the reader’s level of understanding.

B My reader’s level of understanding is a major concern whenever I’m planning to write.

C Sometimes I think about my reader’s level of understanding.

5 When writing documents for a large audience, or when writing long reports and official documents, which writing style do you use?

A Formal

B Informal

C Doesn’t really matter

6 When writing memos, letter reports, or brief e-mail messages, which writing style do you use?

A Formal

B Informal

C Doesn’t really matter

7 What method to do you use to organize your information?

A I don’t bother to organizing my thoughts first. I just start writing a first draft.

B I organize information by creating an outline.

C I usually write a few notes and try to organize them while writing the first draft.

8 Do you place the main topic at the beginning of the document?

A Yes

B No

C Depends on the type of document

9 When organizing your information, do you include all your evidence?

A Yes, always

B No, never

C Depends on the type of document, the subject matter, and the audience

10 Which of the following guidelines does not apply to writing a first draft?

A Establish your credibility

B Be sensitive

C Pay close attention to grammar and spelling

D Emphasize your main points

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11 Which of the following are examples of active voice?

A We will deliver the goods by next Friday.

B The goods will be delivered by next Friday.

C The goods are being delivered by UPS.

D None of the above

12 In general, which of the following types of words should you avoid?

A Concrete

B Gender-specific

C Familiar

D Concise

13 In general, how many times should you edit a document?

A Once

B Twice

C Three times or more

14 Classify the following sentences as simple, compound, or complex.

Sentence Classification They decided to take separate vacations this year. Simple

Although they are miles apart, they are in constant touch through the Internet.

Complex

Bruno dislikes sitting on the beach, and he’ll do just about anything to avoid it.

Compound

Until George read the last minutes, we couldn’t start the meeting.

Complex

Josephine turned on her computer. Simple

I slept late, and I was late to work. Compound

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2–1

U n i t 2 Writing specific messages



A Write effective business messages, including reports, letters, and e-mail.

B Write opinionated messages, including apologies, negative messages, and persuasive messages.

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Topic A: Business letters and reports Explanation Business people write messages to communicate vital information clearly and

precisely. Business messages include reports, business letters, and e-mail messages.

Business reports The length of a report is determined by who requests it. Short reports are fewer than 10 pages in length and do not require a large amount of preparation. They are usually in the form of a letter or a memo and cover one topic. Long reports exceed 10 pages and typically require a large amount of research. Examples of long reports include market analyses, feasibility studies, and market evaluations.

To write a successful business report, you need to: • Use specific and clear language. Precise and clear language enables the

reader to quickly understand the information you are presenting. You should also provide the reader with as much specific information as possible.

• Report all relevant facts. To make an accurate assessment of your message, the reader needs to have sufficient information about the subject. Don’t withhold any information even if you think it might displease the reader or conflict with their personal viewpoint.

• Indicate why the information is important. Tell the reader why the document is directly relevant to him or her. To avoid misleading or confusing the reader, explain the significance of all included information.

• Support ideas with proper evidence. Providing supporting evidence will give your message validity and a purpose. Without evidence, the reader might doubt the credibility of your ideas, so provide information that clearly supports your claims.

• Limit personal bias. Focusing on personal biases and using strong emotional language can offend the reader. Unless requested by the reader, avoid giving personal opinions because the overall purpose of a report is to convey information. Limiting your personal biases and strong emotions in documents allows the reader to focus on the message.

Business letters This section describes the required features of a business letter. These features are shown from top to bottom in Exhibit 2-1.

• Heading. Also called the letterhead, this part of a letter is placed along the left margin and starts about two inches (or 13 lines) from the top of the page. It includes your organization’s name, full address, and telephone number. Most businesses have pre-printed letterhead stationary.

• Date. Place the date two lines below the heading. When writing dates, start with the full name of the month, then the day in numerals followed by a comma, and then the year—for example, November 16, 2002.

• Inside address. This identifies the letter’s recipient. You should place the inside address two lines below the date. Always address the reader as “Mr.” or “Ms.,” and specify the reader’s position or title after their name. If you don’t know the name of the person to whom you are writing, address it to the relevant department or a specific position within that department.

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Writing specific messages 2–3

• Salutation. The salutation should be placed two lines below the inside address. It should include the recipient’s name followed by a colon—For example, “Dear Ms. Lee:”. A good rule of thumb is to address the reader as if you were speaking to him or her in person. If you don’t know the reader’s name, the proper salutation is “To whom it may concern.”

• Letter body. This part of the letter contains your message and begins two lines below the salutation. Most letters are single spaced with a double space between each paragraph for clarity.

• Closing. The closing should be two lines below the body of the letter. Traditional letter closings include “Sincerely” and “Cordially.” Ideally, the closing should reflect your relationship with the reader.

• Signature block. This part of the letter contains your signature and your typed name. To make room for your signature, leave three blank lines between the closing and your typed name. If you include your company’s name in the signature block, it should be in capital letters.

Exhibit 2-1: A sample business letter

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Optional components of a business letter

Here are some additional features that can be included in a business letter: • Attention line. This feature can be used when you only know the last name

of the letter’s recipient or you want to direct a letter to a position title or a department, as shown in Exhibit 2-2. When using an attention line, place it two lines below the inside address or immediately following the company’s name in the inside address. Attention lines begin with the word “Attention,” followed by a colon and the recipient’s name.

Exhibit 2-2: An attention line in a sample letter

• Subject line. This line briefly informs the reader of the subject of the message and usually follows the salutation, as shown in Exhibit 2-3. However, you can also place the subject line at the very top of the first page or immediately before the salutation. Subject lines are usually aligned with the left margin, but they can also be centered on the page.

Exhibit 2-3: Subject line in a sample business letter

• Second-page headings. Second-page headings are used only when a letter is two or more pages long, as shown in Exhibit 2-4. Placed at the top of the page, they should include the full name of the person receiving the letter, the date, and the page number. You might also include the name of the recipient’s organization. When using second-page headings, leave two blank lines between the heading and the body of the letter.

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Exhibit 2-4: A second-page heading in a sample business letter

• Reference initials. These are included when the writer dictates a letter to another person who types the letter. Reference initials should be placed two lines below the signature block and aligned with the left margin, as shown in Exhibit 2-5. The writer’s initials should be listed first, followed by those of the typist—for example “JAL/jdw” or “JAL:jdw”.

Exhibit 2-5: Reference initials in a sample business letter

• Postscripts. These are afterthoughts, personal messages, or items that need further emphasis at the end of a letter. Postscripts are indicated by the initials “P.S.” or “PS” (as shown in Exhibit 2-6). However, try to avoid postscripts because they can indicate that a letter was poorly planned.

Exhibit 2-6: A postscript in a sample business letter

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Special notations in a business letter • Addressee notations. Some common addressee notations are

“PERSONAL,” “CONFIDENTIAL,” or “PLEASE FORWARD.” If included, these notiations should appear two spaces above the inside address and in capital letters (as shown in Exhibit 2-7).

Exhibit 2-7: An addressee notation in a sample business letter

• Enclosure notations. These notations inform the reader that other documents are included with the letter. Some examples are “Enclosure,” “Enclosures (3),” “Encl: Annual Report,” and “Attachment.” Enclosure notations appear one or two lines below the reference initials, as shown in Exhibit 2-8.

Exhibit 2-8: An enclosure notation in a sample business letter

• Copy notations. This type of notation tells the reader who else is receiving a copy of the letter—for example, cc: Joanne Davis. Copy notations should follow reference initials or enclosure notations, and multiple recipients should be listed in alphabetical order by last name.

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• Mailing notations. These notations indicate the delivery method—for example, “SPECIAL DELIVERY” or “REGISTERED MAIL” (as shown in Exhibit 2-9). Mailing notations can be placed under the copy notation or above the inside address. To highlight the mailing notation, use all capital letters.

Exhibit 2-9: A mailing notation in a sample business letter

Writing a transmittal letter

A transmittal letter, or cover letter, tells the recipient why you are sending the attached document or other item. When writing a transmittal letter, be sure to:

• Tell the reader why you are sending the information. • Write a brief summary of the material and explain why the information is

important. • Tell the reader what to do with the information.

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Do it! A-1: Discussing business letters and reports

Exercises Invite responses from students and write them on the whiteboard. Discuss each briefly.

1 Prepare a checklist of “dos and don’ts” for writing a good business report.

• Use precise and clear language • Include detailed figures • Provide all information about the subject • Provide evidence that supports your ideas • Avoid using strong emotional language • Avoid giving personal opinion

2 Place the following features in the correct order, as they would appear in a business letter.

Salutation

Date

Signature block

Letter body

Heading

Closing

Inside address

Heading

Date

Inside address

Salutation

Letter body

Closing

Signature block

3 A letter’s inside address identifies the recipient. True or false?

True

4 Let’s say you’re drafting a letter to a customer to explain why their automated phone system has been upgraded. Consider the following sentence:

We decided to change systems to ensure accessibility to your financial information.

From the following choices, select the most appropriate replacement for this sentence.

A The decision to change systems was made to ensure accessibility to your financial information.

B We decided to change systems to ensure accessibility.

C Changing systems was necessary for your continued accessibility to financial information.

Help students correctly format the letter. Have students concentrate on the letter’s formatting rather than its content.

5 Write an overdue payment reminder and share it with the class. The reminder should be in the form of a business letter.

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Brief communication messages Explanation Memorandums are short documents sent within an organization to a specific

individual or group. A memorandum, or memo, usually contains a brief message and is no longer than one page. How you organize a memo depends on its purpose. Here are some guidelines:

• Describe your objective briefly and up-front. Avoid wasting the reader’s time with a lengthy introduction.

• State what should happen. Immediately informing the reader about what needs to happen will eliminate any confusion regarding your intentions.

• Detail the reader’s responsibilities. If you want them action, tell them exactly what to do. Your readers will be able to complete the assigned task only if they clearly understand your instructions.

Writing an effective e-mail message

E-mail messages should be formatted similarly to memos. However, there are some special considerations to keep in mind when writing e-mail messages:

• Address only one topic. Keeping e-mail messages focused on a single topic enables the reader to respond to your message quickly and easily.

• Include a subject line. The subject line should tell the reader what your message is about and what he or she needs to do. A precise subject line immediately informs the reader of your expectations.

• Limit the message’s length. In general, an e-mail message should be no longer than an average computer screen. If your e-mail is longer than a page, organize it so that the most important information is near the beginning.

• Avoid sending confidential messages. A message deleted from your computer’s memory might be stored in several other computers within your organization. For this reason, there is no guarantee that your message will remain confidential.

Do it! A-2: Writing brief messages

Exercises 1 Here is the opening sentence of a draft memo to top management about an

automated phone system:

The ability to meet our customers’ needs is important to Icon’s success.


A The only thing more important than fulfilling the current needs of our customers is being able to meet their future needs.

B The most important thing to Icon’s customers is whether their needs are met.

C It is very important to meet our customers' needs.

2 While memos need to be brief, they can cover several topics. True or false?

False

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3 Here is the closing sentence of the draft memo from question 1:

We don’t know how you feel about this situation, but approving this proposal is extremely important to Icon’s future.


A Without your approval, our research is useless.

B We need your written approval to upgrade the automated telephone system.

C Unless you approve this proposal, we feel the future of this service is in trouble.

Ask a volunteer to share the answer.

4 Read the follow e-mail message and identify the ways in which it does not follow the e-mail guidelines specified in this unit.

Date: Thu, 21 Nov 2004 10:03:13 –0500 To: Susan Jackson <[email protected]> From: Nancy Armstrong <[email protected]> Subject:

Hi Susan, the Icon International Employee Policies and Procedures Handbook is an essential document for company employees, as it contains information that they must reference for human resource and legal reasons. The handbook’s current structure is ineffective. Please review and reformat the handbook to assist the user in finding relevant information.

I know that before joining Icon International as a human resources assistant, you developed several employee policy and procedure documents for smaller companies. By the way, which companies have you worked with? Is the working environment here different from the other companies for whom you have worked? I remember you saying that the your previous company would give holiday packages to its employees. So, which places did you visit?

Anyway, this experience, combined with your firsthand knowledge of Icon employees’ concerns, makes you the perfect person to ensure that this project is completed in an effective and efficient manner.

Nancy

• The writer did not include a subject line.

• The message addresses more than one topic.

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Topic B: Writing opinionated messages Explanation Positive messages include letters of confirmation, thank you letters, and any other

message that conveys welcome information. While positive messages inform the reader of good news, they need to remain professional in tone and style.

Positive message guidelines To write an effective positive message, follow these guidelines:

• State the good news clearly. Stating information clearly helps the reader understand the reason for sending the message.

• Provide the reader with detailed facts. Without understanding exactly why he or she is receiving a positive message, the reader might disregard your intentions.

• Summarize your main point. Restating your main point in the letter’s closing emphasizes the positive tone of the message.

Writing an apology letter When problems occur, you might have to write an apology letter. Written apologies help regain the respect and goodwill of clients and individuals within your organization. When writing an apology:

• Apologize immediately and inform the reader that you care about their business or feelings. To avoid seeming insincere, however, you should avoid long or drawn-out apologies.

• Focus on the action you are taking to correct the mistake. Your reader will be more receptive to your ideas and suggestions if you focus on the positive aspects of the situation.

• To keep the tone of the message positive, limit recalling negative details. If you have new information about the problem, include it and then explain how you are addressing it.

• Tell the reader how you plan to prevent the problem in the future. This will help to restore their confidence in your abilities.

• Request feedback from the reader to gain any additional information on how to solve the problem or prevent it from happening again. By asking for the reader’s input, you are also allowing them to voice their concerns.

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Do it! B-1: Discussing apology letters

Multiple-choice questions

This is the opening paragraph of an apology letter to customers who complained about an automated telephone system.

Tell students that the second and last paragraphs of this letter are given in the next two questions.

1 Here is the first paragraph of a draft apology letter:

I apologize for the accessibility problems you experienced with our automated account information system. I’d like to rectify this situation for you.

From the following choices, select the most appropriate replacement for the underlined sentence.

A I want to rectify this situation for you immediately.

B We will do everything we can to rectify this situation immediately.

C We appreciate your business and want to rectify this situation immediately.

2 Here is the second paragraph of the apology letter:

A recent increase in clients using this service has caused our current system to become inefficient. We hope to complete the system repairs as soon as possible.

This paragraph contains an error in terms of how to provide your reader with new information about a problem. From the following choices, select the most appropriate replacement for the underlined sentence.

A The system will be repaired very soon.

B Our system repairs will be completed by the first of next month.

C We hope to have the system repaired by next month.

3 Here is the last part of the apology letter:

I hope this letter has answered any questions you might have. We are looking forward to the completion of this system upgrade.

This is not the best way to close an apology letter. From the following choices, select the most appropriate replacement for this paragraph.

A Although this letter should address your concerns, please contact us if you have any other questions.

B This should cover your concerns. The system upgrade will correct any additional problems.

C If you have any additional concerns, please contact me directly at 622-5000.

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Guidelines for writing negative messages Explanation Occasionally, you’ll have to deliver bad news, such as a denied request, in the form

of a letter. When writing a negative message, try to mix bad news with positive information. Mixing good and bad news helps lessen the impact of the negative message.

Here are some other guidelines for writing negative messages: • Thoroughly explain the reasons for the bad news. • If appropriate, emphasize that you want to maintain your current relationship

with the reader. • If possible, tell the reader how the information you are providing will benefit

him or her. • Use positive words and expressions.

Complaints

Complaints are usually written when you are dissatisfied with an organization’s products, services, or policies. These letters inform the reader of a problem and enable you to state your concern. However, you need to control your emotions for the reader to receive your message positively.

To write a proper complaint, follow these four steps: 1 Begin your message with a positive tone. Set a courteous and positive tone

to avoid angering the reader. Select your words and phrases carefully. Replace words or phrases that have negative connotations with positive language. Avoid words like “problems,” “wrong,” and “mixed up.”

2 Give reasons for your complaint. Immediately explain why you are sending a complaint to inform the reader of the problem. Effectively detailing your reasons helps justify the message to the reader.

3 Suggest an alternative to correct the situation. Demonstrate your concern by suggesting a way to improve the situation. When giving advice, avoid sounding authoritative or domineering. The reader might reject your advice if you are too heavy-handed.

4 Close the complaint confidently. Demonstrating confidence in the reader shows your trust and increases the chance of your complaint being properly addressed.

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Do it! B-2: Discussing complaint letters

Exercises 1 Put these steps for writing a complaint letter in the correct order.

Suggest an alternative to correct the situation.

Set a positive tone.

Show confidence in your reader.

Give reasons for your complaint.

Set a positive tone.

Give reasons for your complaint.

Suggest an alternative to correct the situation.

Show confidence in your reader.

2 How can you cushion the impact of bad news?

By mixing bad news with positive information.

3 Here is the first sentence of a complaint letter sent to a company manager:

I understand that you have finally started working through the accessibility problems with our automated telephone service.


A I appreciate the time the Information Services department is taking to work through the accessibility problem with our automated telephone system.

B I don’t understand why you’ve been hesitant to accept responsibility for the accessibility problem, but I’m glad your department is trying to rectify the situation.

C I know you’ve been reluctant to work with us to correct the accessibility problem, but I’m glad you have started to see things our way.

4 Here’s another sentence from a complaint letter:

I’m sure you are well aware of how this problem is being handled by your technicians.

From the following choices, select the best replacement for this sentence—that is, the one that explains the reasons most clearly.

A Your department has been impossible to work with while trying to correct this problem.

B Your department has refused to purchase the additional equipment needed to correct the problem.

C I don’t understand why your department has refused to make the purchases needed to remedy this situation.

5 From the following choices, select the best closing for a complaint letter:

A I hope you’ll take the appropriate action to correct this problem for me.

B I expect you to do whatever is necessary to correct the problem immediately.

C I trust that we can identify the appropriate action to remedy this situation. P

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Persuasive message Explanation Persuasive messages try to influence a reader’s opinion about an issue, a policy, or a

situation. You must present information logically so that the reader clearly understands the issues being addressed. When writing a persuasive message, you should:

• Demonstrate your credibility. Otherwise, your appeal will seem manipulative or demanding to the reader. To gain credibility, support your message with testimonials, statistics, research, and other factual evidence.

• Be discreet. Avoid “pushy” or forceful language. Overtly pushing ideas on readers might cause them to reject your proposal without full consideration.

• Be able and willing to make concessions. By demonstrating your flexibility, you encourage the reader to work with you. It’s possible that only parts of your suggestion will be accepted, so offering concessions will encourage your reader to make concessions in return.

Writing a persuasive message

Following these four steps when writing a persuasive message: 1 Get the reader’s attention. Get to the heart of the matter early in your

message. A good method of getting a reader’s attention is to focus on the company’s goals.

2 Offer your ideas. Use your understanding of the reader’s biases and the situation when offering your ideas. Knowing how the reader will react to your ideas allows you to phrase them in an appealing way. State your intentions early to focus the reader on your ideas.

3 Provide evidence. Show the reader why your proposal should be accepted by providing the most convincing evidence first.

4 Detail the action required. Consider what will encourage the reader to accept your ideas and make your suggestions easy to implement. Doing so will convince the reader to adopt your ideas.

Do it! B-3: Discussing persuasive messages

Exercises 1 Which of the following options is more appropriate for a persuasive message?

A Icon must update its telephone system to better serve customers because they want cutting-edge technology and superior service.

B A survey showed that 25 percent of customers were disappointed with Icon’s customer service. Consequently, we must update our telephone system.

2 How can you gain credibility when writing a persuasive message?

By including testimonials, statistics, research, and other facts to support your message.

3 Select the option that best communicates a persuasive message.

A I am sure we can resolve this problem by working together. I am available to discuss further a solution at your earliest convenience.

B I am sure you can resolve this problem by doing whatever is necessary.

Ask volunteers to share their messages.

4 You have probably received persuasive messages in the form of advertisements. Share two examples with the class. P

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Unit summary: Writing specific messages Topic A In this unit, you learned how to write business reports and business messages. You

learned about the components of a properly formatted business letter. You also learned how to write a memo.

Topic B Next, you learned how to write opinionated messages, such as apology letters, negative messages, and persuasive messages. You learned that written apologies help regain the respect and goodwill of clients and individuals within an organization. You also learned that mixing good and bad news together helps lessen the impact of a negative message.

Review questions 1 Read the following paragraph:

“We look forward to helping you meet your future purchasing needs. If you have any additional questions about what this change means to you, please call us at 1-800-555-1662.”

Is this an appropriate way to end a business letter sent to customers?

Yes

2 Put the following steps for writing an apology in the correct order.

Step Step # Limit recalling negative details to keep the tone of the

message positive. 3

Apologize and inform the reader that you care about his or her business or feelings.

1

Focus on the action you are taking to correct the mistake. 2

Request additional feedback from the reader. 5

Inform the reader of how you plan to prevent the problem in the future.

4

3 Which sentence communicates a persuasive message more effectively?

A If you feel unable to resolve this problem, please contact me and I will work with you to determine an appropriate course of action.

B If you are unable to resolve this problem for me, I will contact your supervisor to handle the situation.

4 List the four steps for writing a complaint.

1 Begin your message with a positive tone

2 Give reasons for your complaint

3 Suggest an alternative to correct the situation

4 Close the complaint confidently

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3–1

U n i t 3 Understanding proposals



A Write various types of proposals.

B Focus on the client when writing proposals.

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Topic A: Proposals Explanation At its core, a proposal is a document offering a service or a product to a client. The

purpose of a proposal is to demonstrate to a client that you are the best company to answer their needs or solve their problems.

What is a proposal? Because the basic purpose of proposals is to sell your product or service, proposals can greatly benefit your company by generating the business your organization needs to compete and succeed in the market.

If an external party writes a proposal, the group is considered a vendor. However, employees can write proposals for their own organization. In this case, the employee is not considered a vendor but a member of the organization who has identified a way to improve the company in some way.

Although many people dislike proposals and are intimidated by the task of constructing one, writing a proposal should be viewed as an opportunity to convey a positive image of your company to gain business from a client. A persuasive and well-defined proposal can lead to increased business—and therefore more revenue—for your organization.

Types of proposals There are various types of proposals, some of which might fall into more than one of the following categories:

• Informal proposals are relatively short documents, ranging from one to four pages in length, and are often submitted as a memo or letter. Informal proposals are often used for internal purposes and do not want detailed segmentation. Keep in mind that although formal and informal proposals are used for different purposes, they both contain the same basic information. The primary focus is on what you can do for the client and how you can do it.

• Formal proposals are usually submitted as formal reports and are much longer than informal proposals. Therefore, formal proposals are more segmented than informal proposals and include a variety of elements, including a cover letter, a table of contents, and an executive summary. They also require a more formal style of writing, although you do not want a formal proposal to come across as stuffy or unnatural. When responding to a request for proposal (RFP), a formal proposal is the most appropriate format. In addition, writing to obtain grant money or detailing a company’s business plan is best done in a formal proposal format.

• External proposals are sent to parties outside the organization, such as clients or potential clients.

• Internal proposals are sent to parties within your organization. For example, your employer might ask for new product ideas or suggestions for organizational changes. Business plan proposals are a common type of internal proposals.

• Solicited proposals come from clients who have a need or problem that they would like you to address. For example, proposals written in response to RFPs are considered solicited proposals.

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Understanding proposals 3–3

• Unsolicited proposals are sent to potential clients to initiate contact and generate business. A common example is a brief sales letter pitching a new product or service. In addition, if you have developed a solution to a problem within your organization, you might send an internal, unsolicited proposal to upper management.

Purposes of proposals To write effective proposals, you must understand how clients use them. Proposals are often used to compare vendors and determine the quality of the product or service and its suitability. After the best vendor for the project is identified, they are hired for the job.

However, a client might also use a proposal to generate creative ways to meet needs or solve problems. The risk involved in this situation is that you might create a proposal in which you state a solid, well researched, and creative way to address a client’s need, only to have the client use the solution without buying it from you. This situation is unethical and unfortunately a reality in the world of business proposals. However, there are measures you can take, such as proprietary statements, which will help protect your material from being used in such a way.

Whenever you are preparing to write any type of proposal, you must assume that the client is going to receive proposals from other vendors as well. Therefore, your proposal needs to be competitive to rise to the top of the client’s list of preferred vendors.

The key to writing a competitive proposal is to align your competitive edge with your client’s organizational goals. Show the client that your service or product will meet their needs on various levels, such as value and quality. If it is appropriate to the need or problem, demonstrate how your solution can provide long-term benefits to the client’s organization.

By emphasizing a competitive advantage that complements your client’s needs, you become more of a business partner, instead of simply a vendor. Establishing a partnership-style relationship with the client will encourage additional business for your organization.

Factors of proposal evaluation By understanding how clients evaluate proposals, you can prepare one that will meet and surpass their expectations. The most important factor on which a proposal is evaluated is whether or not the proposal was created with the client’s needs in mind. The client will be most concerned about determining if you have studied their situation and truly understand their specific needs. If you are responding to an RFP, the client will compare the proposal to the original RFP requirements.

In addition, to your responsiveness to their needs, the client will also consider whether your organization has the ability to complete the job successfully or not. They will examine factors, such as the competencies of your personnel, your history with similar projects, and the capabilities of your facilities.

Finally, if your company can satisfy the client’s expectations regarding these factors, the issue of value will be considered. The client will want to ensure that they are paying a reasonable and fair price for your services.

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Do it! A-1: Discussing proposal types

Exercises 1 What is the basic purpose of a proposal?

A Helps to market your product or service

B Helps to advertise your product or service

C Helps to analyze your product or service

2 List four types of proposals.

• Informal

• Formal

• External

• Internal

• Solicited

• Unsolicited

List responses on the whiteboard and discuss them briefly.

3 How can proposals benefit you and your organization?

Proposals are marketing tools that can help an organization meet a need or solve a problem. They can greatly benefit your company by generating business.

4 Identify the most important criterion used for evaluating a proposal.

A Whether the proposal was completed

B Whether your facilities are capable

C Whether your personnel are competent

D Whether the proposal meets the client’s needs

5 Listed below are four business scenarios. Identify the type of proposal that should be written for each scenario.

Answers might vary, as the complete scenarios are not given.

A proposal for Epic Products from Icon International on providing high quality wiring at a cost-effective price.

Formal

A proposal to Carla Jackson, Icon’s human resources head suggesting changes in the department’s structure.

Internal

In response to an RFP, Icon International sends a proposal to an existing customer for improving its services.

Solicited

A proposal to Janet Porter, Icon International’s director of business development giving reasons and details of implementing an automated phone system.

Internal, unsolicited

Ask a few volunteers to discuss their proposals with the class.

6 Have you written a proposal for your organization? If so, share the scenario with the class and identify the proposal type.

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Topic B: Client-focused proposals Explanation When writing a proposal for a client, you should make sure that it thoroughly and

effectively meets the client’s needs. Unless you keep the client as your primary focus, you won’t be able to develop a successful proposal.

The client’s point of view The best way to maintain focus on the client is to see the situation from their point of view. By looking at the need or problem from the client’s perspective, you’ll be able to develop a solution that addresses every aspect that is important to them. It might be difficult to obtain this kind of perspective, but doing so will pay off in terms of winning the client’s business.

To adopt the client’s point of view, you must examine their needs. Determine the need or problem to be addressed or solved for the client to improve their current situation. After you understand the client’s needs, you’ll be able to empathize with them and appreciate their situation.

Another way to approach the subject from the client’s point of view is to consider what questions they will have for you when they read your proposal. Anticipating the client’s questions forces you to consider what information they need, instead of what information you want them to have. In addition, answering the client’s questions before they ask them will result in a well-rounded and thorough proposal.

Identifying client needs There are two actions you can take to help you identify the client’s needs:

• Study guidelines offered by the client. This action can be taken only if you are writing a solicited proposal. RFPs, in particular, are quite specific about items that must be addressed by the company submitting the proposal. Studying these guidelines will help you identify client’s needs and give you a strong starting point for developing possible solutions.

• Study the client’s situation. The best proposals are those in which the writer studies the client’s situation independently from any guidelines offered by the client. It is likely that the client has not considered every factor that will influence how their problem is addressed. Therefore, a superior proposal will identify these additional factors and incorporate them into the solution. Studying the client’s situation is also necessary if you know little about the client. For example, if you are writing a proposal for a new client, you need to learn as much as possible about their organization. Doing so will help you understand what information is most important to them, how much technical knowledge they possess, and who are the main decision makers in the organization.

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Questions to keep in mind

To maintain focus on the client’s needs, ask yourself these two questions: • Why is this need worth addressing? Examine the situation closely and

determine the importance of addressing the need or solving the problem. Determine how much the situation would be improved by your solution. Look beyond the obvious reasons and identify the current negative impacts that exist. For example, imagine you want to reply to an RFP from a company in need of consultation during a company-wide restructuring. You should find out why the company needs to restructure and what is inadequate about the current structure. Understanding the importance of the situation will help you appreciate the client’s needs and will direct your efforts towards creating a solution that is thorough and appropriate.

• What will be the result of addressing this need? You must consider what the outcome would be if your solution is chosen and implemented by the client. Specifically, you should examine what goals would be met and how your solution would help the client. In other words, identify what aspects of the client’s organization would be improved by your solution. For example, if you are going to provide consulting services to a client during their restructuring process, determine how your solution would improve the situation. Perhaps your solution would improve the client’s productivity by streamlining the communication process between departments, or employee morale would be enhanced by your solution. Knowing what goals would be met as a result of your solution will allow you to judge whether or not your solution addresses the client’s needs or problems. You want to make sure you are providing the client with the solution they need, not one that addresses a less important issue than the true source of the problem.

Handling client questions To identify all questions that the client might have:

• List any questions that the client provides. Clearly, you can list these kinds of questions only if the proposal is solicited. You need to make sure that you list every question the client has provided, particularly on an RFP. Even if the proposal is not a response to an RFP, if the proposal is solicited, there will be some guidelines offered by the client. Keep in mind that it is important to address every requirement on an RFP, even if you feel that a particular request is unnecessary. The client will be evaluating your proposal based on how responsive you are to their needs, and they will want to have an answer to all the questions.

• Brainstorm questions not explicitly identified. Brainstorming is an effective way to create a list of questions the client might have that they have not yet identified. During brainstorming, possible questions are listed, without judging whether they are appropriate or not. It is important during brainstorming that you be as open as possible to a variety of ideas, whether you are brainstorming alone or in a group. A question that might seem silly or impractical at first could prove to be a serious inquiry later by the client. Remember, you want to provide a proposal that is customized to the client, with the client’s needs as the focus. Anticipating their questions and answering them in your proposal will emphasize the effort you have taken to understand the client’s situation and create a solution that meets their needs completely. P

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Do it! B-1: Knowing your client

Exercises 1 The key to focusing on the client is to:

A Offer a variety of solutions from which they can choose

B Put most experienced people on the job

C Understand the fluctuations in the marketplace

D See the situation from their point of view

2 When answering to an RFP, you should only address the requirements that you feel are necessary? True or false?

False

3 When should you brainstorm questions not explicitly identified by the client?

A Usually

B Rarely

C Always

Writing for the client Explanation Just as you customize the proposal to the client’s needs, you should also adjust the

proposal to match their expectations. There are three factors you must know about the client:

• The client’s knowledge of the subject. You need to consider how much knowledge the client already has about the subject to avoid providing a proposal that is either too much in detail or not detailed enough. Some clients might know a great deal about the subject matter, so they need little background information. However, other clients might know little about the nature of your product or service and will need to be educated to make a wise decision.

• The client’s role in the company. The client’s specific role in the company will influence the writing style of your proposal. For example, based on the client’s role in the company, they will be more interested in certain aspects of the proposal than in others. It is possible that more than one person might read your proposal, particularly if the client is from a large organization. Therefore, the roles of individuals who read your proposal can range from the employee who will actually use your product or service to the member of upper-management who ultimately decides whether to accept your proposal or not. Try to learn about who will be evaluating the proposal for the client. For example, the end users might want to know how your product or service will improve their jobs and if your solution will work. However, the authority with the final decision making power is going to be highly concerned with the cost of the project.

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• The client’s level of technical knowledge. You must keep in mind the amount of technical knowledge the client possesses, or you risk confusing or insulting them. Carefully defining a technical term or process that the client is already familiar with might irritate them, while failing to explain technical details could confuse other clients who are not as familiar with the technical aspects of a situation. The amount of technical knowledge your client might have can range from absolutely none to an expert level. Write your proposal with these variances in technical knowledge in mind.

Guidelines

Although you should customize the writing style of your proposal to the client, there are some general guidelines you should follow when writing any proposal:

• Use “you” statements. The use of “you” statements will help reinforce your focus on the client’s needs. The client wants to know how your product or service will improve their situation; by using “you” statements will emphasize to the client that you are approaching the situation from their perspective and have their best interests in mind. For example, the statement, “Our comprehensive approach to change management will improve inter-departmental communication,” is more effective when written in the following way: “Your company will benefit from our comprehensive approach to change management, as it will improve your inter-departmental communication.”

• Be direct. It is important to be direct and to the point in your proposals. Keep your writing simple and let the client know your point up-front. The client does not want to waste a lot of time trying to discover your main point. This approach will come across as honest, because the client will not feel that they have to dig through “smokescreens” to discover the point of your message.

• Be concise. Every client will appreciate a concise proposal. If the client is faced with two proposals, they will be more likely to read the shorter one first. A short, clear proposal is more attractive than a lengthy one. Remember that your client’s time is valuable, and they do not want to spend more time than necessary reading your proposal.

• Leave out the jargon. Generally, jargon should be left out of proposals. However, some jargon might be appropriate when discussing technical details within the body of the proposal. If jargon is used for this purpose, you must be certain that the client is familiar with the term, or you should define the word for them.

• Support your claims with specifics. The client will want to know specifically why your proposal should be chosen from the pool of proposals they have received. Give the client the facts they need to make a well-informed decision. The more specific you are the more persuasive your proposal will be, because it will be easier to justify your claims with quantifiable facts.

• Avoid attacks on competitors. Although it is likely that your client is receiving proposals from your competitors, you should never directly attack them. This practice is unprofessional and gives the impression that you feel threatened by your competition. You can, however, point out weaknesses in other solutions that have been used to address problems similar to the client’s. When doing so, focus on the approach, not the competitor who uses the approach. In addition, remember that the focus of your proposal should be on responding to the client’s need, not on beating the competition. P

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Do it! B-2: Identifying effective writing for proposals

Exercises 1 It is unprofessional to attack your ____________ in a proposal.

Competitors

2 You should use “I” or “we” statements throughout the proposal to emphasize what you can do for the client. True or false?

False

3 Suppose that you are writing a proposal to get the contract of SK-200 wiring systems for Epic Products. From the following three options, identify the ones that should be included in the proposal.

A As a supplier, Icon will bring several distinct advantages to your business.

1 As a global organization, we have the knowledge base and the specialized expertise to offer you a high-quality product at a cost-effective price.

2 At the same time, we offer the flexibility and responsiveness usually reserved for small organizations. This flexibility allows us to meet all deadlines, primarily those imposed by clients and third parties.

3 As a technology-based firm, we understand wiring systems and have the proficiency to design a product to your technical specifications.

B Icon International is submitting this proposal to Epic Products. As a dominant

business in a highly competitive market, you need a solid partnership with your suppliers. That’s exactly what we offer. We can assure you that we will be much more professional than your current supplier, Avenue Electronics.

C Dear Mr. Johnson:

Icon International is pleased to submit this proposal to handle the product needs outlined in your recent RFP No. 90-B433. As a dominant business in a highly competitive market, Epic Products needs a solid partnership with its suppliers, one that features efficient delivery at a cost-effective price.

4 For each possible answer in question 3, identify the reason why it should or should not be included.

• A should be included because it supports Icon’s claims with specifics.

• B should not be included because it is attacking competitors.

• C should be included because the writing is simple and states Icon’s point up-front.

5 To write an effective proposal, what should you know about the client?

A The amount of interaction the client had with the organization

B The annual revenue of the client organization

C The client’s level of technical knowledge

D The client’s position in the market

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Unit summary: Understanding proposals Topic A In this unit, you learned that proposals are marketing tools. You also identified the six

types of proposals: formal, informal, external, internal, solicited, and unsolicited. Then, you learned how clients commonly evaluate proposals.

Topic B Next, you learned how to identify the client’s needs. You also learned about the questions that focus on the client’s needs. Then, you learned how to use brainstorming techniques for identifying questions the client might have about your proposal. Finally, you learned about some guidelines for writing a client-focused proposal.

Review questions 1 When identifying the client’s needs, should you study the client’s situation?

A No, you don’t need to worry about studying the client’s situation.

B Studying the client’s situation is one of the first steps when writing a proposal.

C You should try studying the client’s situation, but it should not be one of your top priorities.

D Occasionally, you should study the client’s situation.

2 When identifying a client’s questions, should you list the questions that the client provides?

A Rarely you should list the client-provided questions.

B You should never identify the client’s questions before starting to write.

C Listing the client’s questions is key to writing an effective proposal.

3 Should you consider the client’s knowledge base when planning a proposal?

A You should usually consider the client’s knowledge base, but not always.

B Yes, you should consider the client’s knowledge base when planning a proposal.

C No, you shouldn’t consider the client’s knowledge base when planning a proposal.

4 Should you also consider the client’s role in the company?

A You should sometimes think about the client’s role in the company, but not always.

B Yes, you should always think about the client’s role in the company.

C No, you shouldn’t consider the client’s role in the company.

5 Should you consider the client’s level of technical knowledge?

A Yes, you should consider the client’s level of technical knowledge.

B No, you shouldn’t think about the client’s level of technical knowledge.

C Occasionally, you should think about the client’s level of technical knowledge, but not always. P

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6 Should you use “you” statements in your proposals?

A You should try to write in formal language and avoid “you” statements.

B You should always try to include “you” statements in your proposals.

7 Should you leave the technical jargon out of your proposals, or should you emphasize it to show your knowledge of the subject?

A Technical jargon helps demonstrate your knowledge, so you should use it whenever you can.

B You should usually avoid technical jargon in proposals, but include it occasionally so the client knows that you understand the plan.

C You should avoid using technical jargon in your proposals.

D It varies a great deal. You should use technical jargon when you feel it is appropriate, but you shouldn’t use it unnecessarily.

8 Should you support your claims with specific evidence?

A You should never make a claim without providing evidence to support it.

B You should provide evidence for only some of your claims.

C You shouldn’t worry about providing specific evidence for your claims. The client should trust you on the specifics.

9 In your proposals, should you attack your competition?

A You should never attack the competition in a proposal.

B Actually, it depends on the situation. Sometimes, if you don’t like the competition, you might attack them.

C You should attack your competition if you think doing it will show the strength of your proposal.

D When you write proposals, make it a point to attack the competition.

10 Should you work to keep your proposals direct and concise?

A You should make your proposals long and complicated so the client knows that you’ve done research.

B You should always be direct and concise when writing a proposal.

11 Should you adapt your writing style to each client?

A You should change your writing style for each client, but not always.

B You should only change your writing style for important proposals.

C No, you should always use the same style.

D Yes, you should change your writing style for each client.

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4–1

U n i t 4 Letter proposals



A Create a letter proposal.

B Format a letter proposal to make it visually appealing.

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Topic A: Writing a letter proposal Explanation There is no single format for writing a letter proposal. The exact format of a letter

proposal will vary, according to the client’s needs. However, there are certain elements that should be addressed in any letter proposal you write.

Letter proposal components At its simplest, a letter proposal should include an opening, a body, and a closing. These three sections need to be included in your letter proposal to establish a reason for you to get the job.

Opening a letter proposal

There are four things that should be accomplished in the opening of a letter proposal: • Introduce yourself. If the letter proposal is unsolicited, it will probably be

necessary to introduce yourself. However, if the proposal is internal and if you know the recipient, this might not be necessary. Even if the proposal is solicited from an external source, you might want to introduce yourself to the client if they don’t know much about your organization. When introducing yourself, indicate your company’s areas of expertise and let the client know why you are interested in addressing their need.

• Identify the client’s need or problem. Let the client know that you clearly understand their need or problem by stating it in the introduction. If you have identified additional needs or problems that the client might have overlooked, state them here. Recognizing the client’s needs or problems up-front will assure them that the plan you propose indeed addresses the situation.

• Present your plan. Disclose the plan that you have created for addressing the client’s need or problem. In direct and clear terms, state what you propose to do to improve the client’s situation. It might be helpful to present the steps in a numbered list or simple chart. Do not include many details. You can elaborate on the specifics in the body of the proposal.

• Briefly outline the benefits of your plan. The client will be able to appreciate the benefits of your plan after they read the specific details in the body of the proposal. Therefore, outline them in the opening only briefly. A brief overview gives the client some idea of the positive results they will experience if they implement your plan.

Target audience of the opening

The opening part of a letter proposal is likely to be read by a number of individuals, including those with final decision-making authority. The rest of the proposal is likely to be read by a technically adept audience.

Senior managers who want to know the summary will probably review this first section. Therefore, you have to make sure that your writing is concise and communicates your message without technical details.

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Letter proposals 4–3

Do it! A-1: Writing the opening

Multiple-choice questions Choice A most clearly identifies the client’s needs.

1 A proposal’s opening must include a reference to the client’s need or problem. From the following choices, select the one that most effectively identifies the client’s need or problem.

A The handbook is an essential document for company employees because it contains information that they must reference for human resource and legal reasons. The handbook’s current structure is ineffective.

Although the Human Resources Department and the Legal Counsel undertook a significant process to update the Handbook’s content, the document’s structural problems were not addressed.

B The handbook is an essential document for company employees because it contains information that they must reference for human resource and legal reasons. The handbook’s current structure is ineffective and should be updated.

I understand that the Human Resources Department and the Legal Counsel undertook a significant process to update the handbook’s content.

C The handbook is an essential document for company employees because it contains information that they must reference for human resource and legal reasons. The handbook’s current structure is ineffective. I think we should update it like we did the handbook’s content.

Ask students to state the reasons for their choice. Choice B presents the plan in the clearest format and makes note of significant details.

Write the reasons on the whiteboard and briefly discuss each point.

2 In a proposal’s opening, there needs to be some discussion of the writer’s plan. Which one of the following samples presents the plan in the clearest and most logical format?

A The handbook should have an index, a table of contents, headings, and informational charts and graphs. Because the current handbook is ineffective, I want to review and reformat it.

B I propose to review and reformat the handbook to assist the user in finding relevant information. These revisions will include adding an index, a table of contents, headings, and informational charts and graphs.

C I plan on reformatting the handbook by adding several features that will make it more effective. After this project is completed, users will be able to find relevant information.

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Choice A outlines only the proposal’s major benefits, avoiding minor benefits that can be included in the body.

3 To write an effective letter proposal, you must briefly outline the benefits of adopting the plan. Which of the following paragraphs most clearly and concisely outlines this plan’s major benefits?

A The outlined revisions would enhance the handbook by making it more user-friendly and visually appealing. Additionally, Icon employees would have easier access to company-related information, fostering a more positive view of the company and its executives.

B The outlined revisions would enhance the handbook by making it more user-friendly and visually appealing. Additional employee benefits include easier access to company-related information, a more positive view of the company and its executives, more time to be productive on other tasks, a better understanding of company history, a clearer definition of rights and responsibilities, and the alleviation of confusion stemming from the handbook’s structure.

C The outlined revisions would enhance the handbook and should be adopted. I believe the revisions would make the handbook more user-friendly and visually appealing. These changes would also encourage employees to perceive Icon employment in a more positive light.

Explain that writers should introduce themselves both by name and job title if they do not know the proposal’s recipient.

4 Of the following samples, which one represents is the best way to write a project summary’s opening? Choose the one that best introduces the situation and the writer.

A PROJECT SUMMARY

This proposal is being submitted by Sue Bogner, human resources assistant, with regard to the Icon International Employee Policies and Procedures Handbook.

The handbook is an essential document for company employees because it contains information that they must reference for human resource and legal reasons. The handbook’s current structure is ineffective. I propose to review and reformat the handbook to assist the user in finding relevant information.

B PROJECT SUMMARY

This proposal is being submitted by Sue Bogner with regard to the Icon International Employee Policies and Procedures Handbook.

The handbook is an essential document for company employees because it contains information that they must reference for human resource and legal reasons. The handbook’s current structure is ineffective. I propose to review and reformat the handbook to assist the user to find relevant information.

C PROJECT SUMMARY

This proposal is being submitted by a human resources assistant with regard to the Icon International Employee Policies and Procedures Handbook.

The handbook is an essential document for company employees because it contains information that they must reference for human resource and legal reasons. The handbook’s current structure is ineffective. I propose to review and reformat the handbook to assist the user to find relevant information.

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Body of a letter proposal Explanation There are four areas that should be addressed in the body of a letter proposal:

• Identify the steps you’ll take to complete the project. The client wants to know exactly what you are proposing to do to address their situation. Therefore, you should identify step-by-step how you’ll complete the project. It is important that you present the steps in an easy-to-read format, with a list, table, or flow chart. This will allow the client to visualize the overall flow of the plan and how it will unfold.

• Identify the amount of time it will take to complete the project. Most clients’ needs or problems must be addressed as quickly as possible. Therefore, the schedule you have established for completing the project is critical. There are several items you need to consider when creating a schedule. First, you need to consider how much time is available for completing the project. The client usually determines this time frame. Next, you’ll need to examine the number of steps identified for completing the project and how much time each of these steps will take to complete. If it is impossible for you to complete all the steps within the client’s time frame, you should reconsider whether this is a project your organization is capable of completing to the client’s satisfaction or not. However, if the situation you are addressing is not urgent, you can consider asking the client for an extension on the deadline, providing sufficient evidence to show why it is needed. After you have allotted time to each of the steps necessary for completing the project, you can establish both, start and completion dates for the project. Present the schedule for completing the project in a simple yet thorough manner that clearly outlines the timelines you can meet.

• Identify how much it will cost to complete the project. Even if the client feels that your plan and schedule for the project meets their needs, they will not select your proposal if you fail to state how much it will cost to complete the project. Therefore, it is critical that you prepare a budget. There are two elements you must price in your budget, the cost of services and the cost of goods. The cost of services includes the time you or any member of your organization spends working on the project, and the cost of goods includes the materials needed to complete the project. Be realistic and specific when constructing the budget; leave no service or good unaccounted for. The client will expect you to adhere closely to the budget you submit, and if your proposal is selected, the proposal itself might become the contract, which is used to authorize the project.

• Include specific technical issues. If there are any technical issues that the client should be aware of, the body of the proposal is the appropriate place to discuss them. For example, if your plan for upgrading a client’s internal communication system is most easily integrated by installing a particular new software program, bring this issue to the client’s attention. Explain to them why you recommend the installation of the software.

Target audience of the body

Because specialists are more concerned with the technical aspects of the plan, they will be particularly interested in the body of the proposal. Be sure to write it with their needs in mind. In the body of the proposal, you can outline the specific details of your plan. If you fail to offer the details of your proposal, it will lack the evidence it needs to justify it as the best option for addressing the client’s needs. P

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Do it! A-2: Writing the body

Multiple-choice questions Explain to students that they should write the project’s steps in an easy-to-read format. Choice B uses a list, making it the clearest version.

1 When writing the body, you need to identify the steps to complete the project. From the following choices, select the version that most clearly identifies the required steps.

A PLAN OF WORK

To organize the employee handbook more effectively, I plan to do several things, including establishing a standard for designing clear documents, analyzing the present handbook, developing a table of contents and index, creating informational charts and graphs, and submitting the revised structure for inclusion in the handbook.

B PLAN OF WORK

To organize the employee handbook more effectively, I plan to follow these five steps:

1 Establish standards for designing clear documents, specifically employee handbooks.

2 Research proposed changes and conduct an employee-based focus group.

3 Add additional topic headings. 4 Develop an appropriate table of contents and index. 5 Create informational charts and graphs. 6 Submit the revised structure, including the new features, for inclusion

in the handbook. C PLAN OF WORK

There are several steps I need to follow to reformat the employee handbook. I will know the steps better after I start the project. As of now, I think I will need to establish standards for designing clear documents, research proposed changes, add additional topic headings, develop a table of contents and an index, create informational charts and graphs, and submit the revised structure for inclusion in the handbook.

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Explain that choice B organizes the information in a clear and thorough way. While being the most concise, this version is also the most complete.

2 After identifying the steps of the entire project, the writer describes one part of the project, the focus group. Which of the following samples best explains the focus group’s steps and its purpose?

A After completing my initial research:

• I will discuss the current handbook’s weaknesses (based on document design standards) with selected employees.

• I will discuss my proposal to gain feedback on the most effective way to incorporate my suggestions into the document.

• I will incorporate suggestions that are appropriate. B After completing my initial research, I will conduct a focus group with

selected employees to discuss:

• The current handbook’s weaknesses (based on document design standards).

• My proposal to reformat the handbook. • Feedback relating to the proposed changes.

Upon completion of the focus group, I plan to incorporate suggestions that

are appropriate.

C After completing my initial research, I will conduct a focus group. During this, I will discuss the current handbook’s weaknesses, my proposal to reformat the handbook, and feedback relating to the proposed changes.

Upon completion of the focus group, I plan to incorporate suggestions that are appropriate.

Choice A measures the project’s timetable in days, illustrating it better for the client.

3 The body of the proposal must also include a timetable. Study the samples given here, and decide which version best identifies the amount of time needed to complete the project.

A I estimate that the entire project, including research and revision time, will take 10 days. The time breakdown (in days) is as follows:

• Establish standards for designing clear document – 1 • Research handbooks and conduct focus groups – 3 • Develop a table of contents and an index – 2 • Create informational charts and graphs – 2 • Revise documents – 2

B The process should take 10 days. After I start the project, I’ll have a better

idea of the needed time on each section. Although I can’t guarantee a timeframe, I think most of the time will be spent researching the changes, conducting the focus group, and making revisions.

C If I start the project on a Monday, I should finish the project on Monday two weeks later. However, I’ll be better able to gauge the necessary time after I start the project.

The most of the time allotted for the project will be spent researching the changes, conducting the focus group, and making revisions. I also anticipate spending a few days creating the index, the table of contents, and the charts and graphs. P

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While being honest about the time commitment, choice C avoids sounding ambiguous or demanding.

4 The project’s cost is an important aspect to include in the body of a proposal. Decide which of the following versions best introduces the discussion of the project’s budget.

A BUDGET

The budget for this project will consist of two parts, costs of services and costs of goods.

Obviously, most of the company’s costs will arise from my salary and my lost productivity. While I am working on this project, I will be unable to work on any other project for my department.

B BUDGET

Having never completed a similar project at Icon before, it is difficult to estimate a budget.

I know that my time and salary will comprise a major part of the budget, but I am unable to specify the exact amount.

C BUDGET

Funding for this project will consist of two parts: costs of services and costs of goods. In this budget, research hours are estimates, but will not exceed the amount shown.

My salary will comprise the majority of the budget. My time, over a two-week period, will be spent primarily completing this project.

Choice C itemizes the budget to explain the costs better.

5 In a letter proposal, when discussing the costs of goods, you should try to be as specific and realistic as possible. Study the following three versions of a proposal, and choose one that best identifies the project’s costs of goods.

A In addition to the costs associated with personnel and time, Icon must pay traditional material costs of a project this size. At this time, I am unaware of the specific monetary amounts.

B In addition to the costs associated with personnel and time, I have developed a material budget for this project. If the company decides that it wants to pursue this project, I will present the budget at the first planning meeting.

C In addition to the costs associated with personnel and time, I have developed an itemized material budget. Material costs will include:

• Paper – $155 • Transparencies – $40 • Printing – $350

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Closing a letter proposal Explanation There are three areas that should be covered in the closing of a letter proposal:

• Compare the costs and benefits. You have provided the client with the steps involved to implement your plan, a schedule, a budget, and the technical issues. It is now time to show them how each of these elements working together result in a beneficial outcome for their organization. Make a direct comparison between the costs involved in the project and the overall benefits. The client might not immediately see these benefits if they scrutinize each element separately. Therefore, you need to point out how the client's investment in your plan will be beneficial and, if appropriate, identify long-term results.

• Offer your credentials. The client will be interested to know about any similar projects you have completed for other organizations. This opportunity should be used to inform the client about the success your organization had creating plans for other companies, particularly ones with similar needs or problems. A client will feel more confident about your abilities to meet their needs or solve their problems if you had previous successes with other clients.

• Motivate the client to take action. Finally, use a strong closing that motivates the client to take action on reading your proposal. Statements such as, “We look forward to hearing from you,” are weak and do not suggest that the client take action. You can use a time pressure tactic, and let the client know that the offer you have made will only apply for a limited amount of time, such as two weeks or a month. Another way to create a strong close is to offer the client an easy way to contact you to begin the project. For example, you could enclose a self-addressed stamped postcard that would allow the client to schedule an appointment to meet with you. Whatever method used to encourage the client to take action, make sure you do so in a confident manner. Avoid statements such as, “I hope you feel that our product could benefit your company, “and use a more confident approach, such as, “I know our product will provide the solution your company needs to address your internal communication problems.”

Resumés with letter proposals

It is a good idea to enclose with your proposal the resumés of the key personnel involved in the project. This allows the client to examine more closely the credentials of the individuals who would be working on the project. The resumés provide the client with details you might not have room to include in the closing of the proposal.

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Do it! A-3: Writing the closing

Multiple-choice questions Choice A focuses mainly on the writer’s prior experiences, making it the most effective way to offer the writer’s credentials. Choices B and C downplay the writer’s prior experiences.

1 A proposal’s closing must include some reference to the writer’s credentials. From the following three samples, select one that best outlines the writer’s credentials.

A PERSONAL QUALIFICATIONS

Before joining Icon International as a human resources assistant, I developed several employee policy and procedure document for smaller companies. This experience, combined with my firsthand knowledge of Icon employees’ concerns, makes me the perfect person to ensure this project is completed in an effective and efficient manner.

B PERSONAL QUALIFICATIONS

In my position, I deal with various employee concerns, many of which involve information referenced in the employee handbook. Consequently, I use the handbook frequently. This, in addition to my prior experience constructing formal employee policy and procedure documents, makes me the perfect candidate to further revise Icon’s handbook.

C PERSONAL QUALIFICATIONS

I use the employee handbook frequently, helping employees discover job-related information. In addition to my prior experience constructing formal employee policy and procedure documents, this makes me the perfect candidate to further revise Icon’s handbook.

Choice C highlights the proposal’s advantages to persuade the reader to adopt the plan.

2 In the closing of a proposal, the plan’s costs and benefits need to be included to show the reader how the plan’s implementation will have a beneficial outcome for the organization. Which sample projects the costs and the benefits in the most effective way?

A CONCLUSION

If completed, the project can have long-term benefits for Icon. I believe the costs associated should not negate the need to complete the project.

B CONCLUSION

I encourage you to support this proposal. In addition to the long-term benefits offered by the revisions, there are other short-term advantages that should be considered. Do not allow the costs associated with this project to negate the need to complete it.

C CONCLUSION

Although the costs associated with the project are minimal, the project’s outcome will have a significant and meaningful impact on Icon’s employees. The proposed changes, which can be completed in 10 days, will serve as a positive step to improve employee-management relations.

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Choice B includes an easy way to contact the writer, one of the best ways to motivate the reader.

3 Here are three samples of the last paragraph of a proposal. Which one is the strongest closing in terms of motivating the reader?

A In conclusion, I hope you feel that my service can benefit this company and its employees. Given the chance, I think my proposal can make the employee handbook a more useful and accessible document.

B In conclusion, reformatting the employee handbook will make it a more useful and accessible document. This project can benefit the entire company with little time invested and minimal financial loss. If you have any questions, please contact me at extension 1212.

C If you want to reformat the employee handbook, please call me. I believe this project, which involves little time invested and minimal financial loss, can benefit the entire company.

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Topic B: Visually appealing proposals Explanation Clients will appreciate and read a proposal that is presented in a visually pleasing

manner.

Guidelines There are four guidelines you should follow to make your proposal visually pleasing:

• Use headings and subheadings. It will be easier for the client to differentiate between the various items you need to discuss in your proposal if you visually separate them. Headings and subheadings clearly indicate what topic is about to be discussed and keeps the client oriented throughout the proposal, as shown in Exhibit 4-1.

Exhibit 4-1: Using headings and subheadings

• Use a typeface that’s easy to read. Choose a classic style that is familiar to most people, as shown in Exhibit 4-2. Unique or creative fonts might not be as readable more traditional fonts, such as Arial or Times New Roman.

Exhibit 4-2: Using an easily readable typeface

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• Use consistent margins. Make sure you use consistent margins throughout the proposal, as shown in Exhibit 4-3. Having an ample amount of white space around the text in your proposal will keep the document from looking crowded and give it a neat appearance.

Exhibit 4-3: Using consistent margins

• Use consecutive page numbers. Number the pages of your proposal consecutively to help the client locate information more easily, as shown in Exhibit 4-4. Some people are inclined to number pages starting at “1” at the beginning of each new section within the proposal. This creates confusion for the client when you refer to a page number in the proposal that appears more than once. This guideline is particularly important to keep in mind when writing formal proposals, because they are longer and include more sections.

Exhibit 4-4: Using consecutive page numbers

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Do it! B-1: Making a proposal visually appealing

Multiple-choice questions Tell students that choice B is Times New Roman.

1 Which of the following paragraphs has the most appropriate typeface for a business proposal?

A The Icon International Employee Policies and Procedures Handbook is an essential document for company employees because it contains information that they must reference for human resource and legal reasons. The Handbook’s current structure is ineffective. I propose to review and reformat the Handbook to assist the user in finding relevant information. My revisions would enhance the Handbook by making it user friendly and more visually appealing.

B The Icon International Employee Policies and Procedures Handbook is an essential document for company employees because it contains information that they must reference for human resource and legal reasons. The Handbook’s current structure is ineffective. I propose to review and reformat the Handbook to assist the user in finding relevant information. My revisions would enhance the Handbook by making it user friendly and more visually appealing.

C The Icon International Employee Policies and Procedures Handbook is an essential document for company employees because it contains information that they must reference for human resource and legal reasons. The Handbook’s current structure is ineffective. I propose to review and reformat the Handbook to assist the user in finding relevant information. My revisions would enhance the Handbook by making it user friendly and more visually appealing.

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Choice B uses headings to help the reader differentiate between items and remain focused.

2 Here are samples of a letter proposal formatted in three different ways—with headings and without. Which way do you think is the most effective?

A The Icon International Employee Policies and Procedures Handbook is an essential document for company employees because it contains information that they must reference for human resource and legal reasons. The Handbook’s current structure is ineffective. I propose to review and reformat the Handbook to assist the user in finding relevant information.

To organize the Employee Handbook more effectively, I’ll revise the Handbook’s organizational structure. By adding an index, a table of contents, headings, and informational charts and graphs, the Handbook will become a more useful and accessible document.

B PROJECT SUMMARY

The Icon International Employee Policies and Procedures Handbook is an essential document for company employees because it contains information that they must reference for human resource and legal reasons. The Handbook’s current structure is ineffective. I propose to review and reformat the Handbook to assist the user in finding relevant information.

PROJECT DESCRIPTION

To organize the Employee Handbook more effectively, I’ll revise the Handbook’s organizational structure. By adding an index, a table of contents, headings, and informational charts and graphs, the Handbook will become a more useful and accessible document.

C The Icon International Employee Policies and Procedures Handbook is an essential document for company employees because it contains information that they must reference for human resource and legal reasons. The Handbook’s current structure is ineffective. I propose to review and reformat the Handbook to assist the user in finding relevant information. To organize the Employee Handbook more effectively, I’ll revise the Handbook’s organizational structure. By adding an index, a table of contents, headings, and informational charts and graphs, the Handbook will become a more useful and accessible document.

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Unit summary: Letter proposals Topic A In this unit, you learned about the main parts of a letter proposal: the opening, body,

and closing. You also learned about the specific things that need to be covered in each part.

Topic B Finally, you learned how to format your proposal in a visually pleasing manner. You used headings and subheadings to make a proposal easier to read and understand. Then, you discussed the importance of using easily readable typefaces, consistent margins, and consecutive page numbers in a proposal.

Independent practice activity 1 List the main parts of a letter proposal.

Opening, body, and closing.

2 Which of the following should be accomplished in the opening of a letter proposal?

A Identify the client’s need or problem

B State your credentials

C Outline the schedule for the project

D Compare the costs and benefits of your plan

3 The two elements you must price in your budget are the cost of services and the cost of_____________.

A Resources

B Time

C Goods

D Manpower

4 You should make sure that you inform the client about projects similar to theirs that you have completed successfully for other clients. True or false?

True

5 List the guidelines you should follow to make your proposal visually pleasing.

• Use headings and subheadings.

• Use an easily readable typeface.

• Use consistent margins.

• Use consecutive page numbers.

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6 Which of the following conclusions would effectively motivate the client to take action?

A In conclusion, I hope you feel that my service can benefit this company and its employees. Given a chance, I think my proposal can make the employee handbook a more useful and accessible document. If you have any questions, please contact me at extension 1212.

B In conclusion, I have the opportunity to reformat the employee handbook, it will probably become a more useful document. This project can benefit the entire company with little time invested and minimal financial loss. If you have any questions, please contact me at extension at 1212.

C In conclusion, reformatting the employee handbook will make it a more useful and accessible document. This project can benefit the entire company with a little time invested and minimal financial loss. If you have any questions, please contact me at extension 1212.

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5–1

U n i t 5 Formal proposals



A Create a formal proposal.

B Add visual elements to a formal proposal, and edit a proposal.

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Topic A: Structuring formal proposals Explanation Formal proposals are long reports consisting of several sections. These reports are

much more detailed than letter proposals.

Formal proposal components The sections that you must include in a formal proposal are:

• Cover letter • Title page • Table of contents • Executive summary • Body • Appendix

Cover letter The cover letter serves as the formal introduction to your proposal. This letter briefly introduces the client to your plan for addressing their need or solving their problem. In addition, the other items that the cover letter can include are:

• Benefits that the client will receive if your plan is implemented • Names of people in the client organization that you want to thank for providing

you with assistance in preparing the proposal • RFP’s name or reference number if you are responding to an RFP

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Formal proposals 5–3

Do it! A-1: Structuring a cover letter

Multiple-choice questions 1 Which one of the following has the correct proposal structure?

A FORMAL PROPOSAL

1 Cover letter 2 Title page 3 Table of contents 4 Executive summary 5 Body 6 Appendix

B FORMAL PROPOSAL

1 Title page 2 Cover letter 3 Table of contents 4 Executive summary 5 Body 6 Appendix

C FORMAL PROPOSAL

1 Cover letter 2 Table of contents 3 Title page 4 Executive summary 5 Body 6 Appendix

2 Which of the following opening paragraphs best covers the items that should be included in a cover letter?

A Icon International is pleased to submit this proposal for handling the product needs that are outlined in your recent RFP No. 90-B433. As a dominant business in a highly competitive market, Epic Products needs a solid partnership with its suppliers that features efficient delivery at a cost-effective price. That’s exactly what we offer.

B Icon International is pleased to submit this proposal for handling the product needs outlined in your recent RFP. As a dominant business in a highly competitive market, Epic Products needs a solid partnership with its suppliers that features efficient delivery at a cost-effective price. That’s exactly what we offer.

C Icon International is submitting this proposal to Epic Products. As a dominant business in a highly competitive market, you need a solid partnership with your suppliers. That’s exactly what we offer.

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Title page Explanation When formatting your title page, you must include four elements on the page:

• Title for the proposal • Client’s name • Your organization’s name • Date of submission

All this information should be centered on the page with the title in bold (as shown in Exhibit 5-1). The exact layout of the items can vary according to your preference, but the title should be placed on the upper third of the page, the names of the client and your organization in the middle third, and the date at the lower third.

The title should describe your recommendation, but not be longer than 15 words. Use an active verb, such as reducing or enhancing, to make the title more engaging. Avoid using any jargon.

Exhibit 5-1: A sample title page

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Do it! A-2: Formatting a title page

Multiple-choice questions 1 Which of the following has all the necessary title page elements in the correct

order?

A

B

C

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2 From the following options, choose the best title:

A

B

C

Table of contents Explanation When creating the table of contents, you should make it as easy to read as possible. You

want the client to be able to access any area of your proposal easily. A well-developed table of contents provides the client with the road map that they need. The table of contents should include:

• The heading Table of Contents centered at the top of the page, as shown in Exhibit 5-2

• The titles of each section • The first-level headings within each section

For visual purposes, indent the first-level headings under each section title. Indenting in a consistent manner enables the client to understand the structure of the proposal.

Exhibit 5-2: A sample table of contents

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Do it! A-3: Creating a table of contents

Multiple-choice question 1 Which table of contents is best suited to a formal proposal?

A

B

C

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Executive summary Explanation The executive summary is a crucial part of a formal proposal because the greatest

number of people in the client organization read this section. Some individuals might read only the executive summary. In particular, individuals with decision-making authority usually read the executive summary and do not have the time to read anything else. As the executive summary is such a visible part of the proposal, extra attention needs to be paid when writing it.

The executive summary is just a summary of your proposal that anyone, from an entry-level employee to the chairman of the board, can read and understand easily. You should provide a brief but thorough overview of your plan. In fact, the executive summary should be no longer than one or two pages. However, if your proposal is extremely long, you might use additional pages. Remember that decision-making executives do not want to spend excessive amounts of time reading a proposal.

In addition, only include the technical details that are essential to understanding the plan of a proposal. To make the executive summary accessible to a variety of individuals, leave the major part of the technical information in the body of the proposal where the specialists can access it.

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Do it! A-4: Writing an executive summary

Multiple-choice question Help students identify the best opening. Remind them that while an executive summary must be brief, it should include all relevant information. It should also inform the potential client that the writer understands all of their requirements.

1 From the following choices, select the best executive summary.

A Epic Products, a market leader, deserves to have strong and productive relationships with its suppliers. With the development and production of the SK-200 wiring system, Icon International hopes to initiate a client-supplier relationship that will prove fruitful for both parties.

There are issues that must be considered when initiating supplier relationships. Icon encourages Epic to weigh the advantages and disadvantages of each issue and then decide who will best serve as the company’s SK-200 wiring supplier. We believe, that after you weigh the advantages and disadvantages of each supplier, Icon International will emerge on the top of your list.

B Epic Products, a leader in its highly competitive market, must build strong, productive relationships with its suppliers. With the development and production of the SK-200 wiring system, Icon International hopes to foster a client-supplier relationship with Epic that will prove beneficial to both organizations.

Clients must consider several issues when initiating supplier relationships, including:

1 The supplier’s resources to complete the job on time. 2 The supplier’s understanding of the necessary technical details. 3 The supplier’s reputation and image in the industry. 4 The supplier’s costs estimates. 5 The overall value of building a relationship with the supplier.

The challenge for Epic Products is to select the supplier that offers the

biggest payoff in terms of these factors. As a global organization that is both resourceful and flexible, Icon is the best candidate to address these issues.

C Epic Products, a leader in its highly competitive market, must develop a relationship with Icon International to experience any additional success. Simply put, Icon holds the key to Epic’s future by being the organization that is most capable of developing and producing the SK-200 wiring system.

When considering new supplier relationships, Epic Products must examine several key factors, including:

1 The supplier’s resources to complete the job on time. 2 The supplier’s understanding of the necessary technical details. 3 The supplier’s reputation and image in the industry. 4 The supplier’s costs estimates. 5 The overall value of building a relationship with the supplier.

Since Icon International holds the key to your organization’s future success,

Epic must assume that Icon is the best candidate to address these factors.

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Body of a formal proposal Explanation Five elements should be discussed in the body of a formal proposal:

• Technical details • Cost issues • Scheduling issues • Personnel issues • Credentials

Technical details

You should follow three guidelines when writing technical details: • Be realistic. When you are detailing how you can meet the client’s needs, make

sure that you realistically discuss your abilities. Show the client how your organization is the best choice for addressing their needs, but avoid exaggerating your capabilities. This guideline is particularly important when you consider the legal implications of a proposal. If the client chooses your organization, the proposal becomes a legally binding document. Therefore, you need to make sure that you can follow through with any claims that you make in the proposal.

• Support your claims. The technical details must provide specific examples that support your claims. If you have a mechanism that can solve the client’s problem, let the clients know by giving them specific evidence. For example, you can use visual elements, such as graphs, to illustrate the success rate of a new product that your company developed. Alternatively, you can use a flow chart to show how a new process for compiling internal data works.

• Organize the information logically. As technical information can be complicated, you should organize it logically. Even specialists who are familiar with technical information will appreciate the effort to organize technical information logically. Numbered and bulleted lists, subheadings, and visual elements, such as graphs and charts, can all be used to present the information clearly for the client.

Cost issues

You should follow three guidelines when discussing cost issues: • Talk about benefits first. Always discuss the benefits that the client will

receive before disclosing the cost involved. Clients will be more open to a price if they first understand the benefits they will receive. If you reveal the cost of a service or product before discussing the benefits, the client might judge the price to be too high and disregard your proposal without providing you the opportunity to justify the cost. For example, if you suggest to a client that they should install a complex system of software, they will probably be inclined to reject your offer if you disclose the price of the system before highlighting the benefits. However, if you detail the reasons why the larger system is better for their organization before disclosing the costs involved, they will be more receptive to your offer.

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• State prices in small units. For example, instead of stating that consultation services are $60,000 per year, offer your services at $5,000 per month. The smaller number is easier for a client to accept than the larger number. The client can calculate and determine the annual cost of your consultation services. However, this pricing method is beneficial because simply hearing a smaller number over a larger one can have a significant impact on their attitude and prevent them from balking at the price.

• Calculate the return on investment. You need to determine the return on investment, or ROI, to establish the overall justification for why your plan will work for the client. Simply providing the client with numbers is not enough. You must calculate the ROI to illustrate the full context of the return. Your organization might have spreadsheet programs to calculate the client’s ROI. The simplest way to understand the ROI is to divide the amount of revenue that the client will generate after implementing your plan by the amount of money that they will need to establish the plan. This percentage is known as the ROI, and the higher the number, the better the return.

Scheduling issues

You must prepare a realistic schedule for the client. They will want to know if you can complete the job within their timeframe. The following information should be included in the schedule that you provide to the client:

• The number of tasks that need to be completed to implement the plan • The time each task will take to be completed • The order in which these tasks will be completed and overlaps, if any, between

the tasks

When preparing a schedule, you should provide some “padding” time, if possible, to account for unforeseen delays or problems.

Personnel issues

You need to familiarize the client with the names of the personnel from your organization who will be working on the project, their respective areas of expertise, and their specific roles in the project. Similar to a letter proposal, you can include resumés of the involved individuals in the appendix of the proposal.

Credentials

You should inform the client of similar projects that you have successfully implemented for other organizations. The best indicator of future success is past performance. Therefore, the client will feel more comfortable working with you if they know you have been successful with similar projects in the past.

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Do it! A-5: Structuring the body

Multiple-choice questions 1 Which of the following proposals best introduces the technical details by building

credibility?

A RESPONSE TO PRODUCT SPECIFICATIONS

This section responds specifically to the functional objectives outlined in the RFP. It provides point-by-point confirmation of Icon’s ability to supply the SK-200 wiring, with the areas requiring customization clearly identified.

Icon bases some of the information contained in this section on several past projects that the company has completed successfully. The projects involved designing and manufacturing wiring systems for companies similar to Epic Products. One wiring project in particular, discussed later in the proposal, helped a company solve a four-decade old problem with one of its products.

B RESPONSE TO PRODUCT SPECIFICATIONS


Some of this information is based on Icon’s experience with past clients. Similar to other companies, Icon has provided wiring systems for companies such as Epic Products. Icon would like to think we have provided past clients with a reliable product at a reasonable cost.

C RESPONSE TO PRODUCT SPECIFICATIONS


The information contained in this section is partially based on Icon’s experience with the previous clients. Like other suppliers, Icon has had both successes and failures with its wiring contracts. Fortunately, successes include many projects that have assisted companies in a positive way.

One wiring project in particular, discussed later in the proposal, helped a company similar to Epic solve a four-decade-old problem using one of its products.

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2 Which one of these samples follows the guidelines for discussing a project’s cost?

A COST ANALYSIS

After considering the timeframe allotted and the quantity requested from Epic, we propose the following project budget:

Cost Category – Funds Requested Administrative support – $24,000 Research expenditures – $18,000 Consumable supplies – $54,000 Lease of equipment – $12,000 Labor – $240,000 Job-training services – $12,000

We believe that $360,000 is a minimal amount to supply the requested

quantity of SK-200 wiring systems.

B COST ANALYSIS

To further research design and manufacture the SK-200, we propose the following budgetary amounts. These budget figures will ensure the product’s high quality and its timely delivery. The cost for the SK-200 wiring systems, at the volume earlier specified, is relatively low, probably less than $30,000 per month for the designated one-year term. The expected budget (per month) includes the following components:

Cost Category Funds Requested Administrative support $2,000 Research expenditures $1,500 Consumable supplies $4,500 Lease of equipment $1,000 Labor $20,000 Job-training services $1,000

C COST ANALYSIS

When considering the timeframe allotted and the volume requested from Epic, we have developed an expected budget of $360,000 for the total project. This figure includes research time, consumable supplies, administrative support, leasing additional equipment, training additional workers, and salaries and benefits for workers. Considering the high quality of Icon’s products and its timely delivery, the $360,000 budget figure should seem reasonable.

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3 Which of the following most effectively introduces the project’s schedule?

A Considering the one-year time period, we have estimated the following project steps:

• Additional research on specifications • Delivery of equipment • Delivery of raw materials • Hiring and training of additional workers • Initiation of production

Icon is confident that production can begin approximately one month after

the contract is awarded. The first month will consist of ordering the raw materials and the equipment, hiring and training the additional workers, and continuing research on product specifications.

B Although Icon is concerned about completing the project in the provided time period, the following project steps and the timetable must remain flexible:

• Additional research on specifications • Delivery of equipment • Delivery of raw materials • Hiring and training of additional workers • Initiation of production

Hopefully, production can begin approximately one month after the contract

is awarded. Before production begins, however, we will need to order the raw materials and the equipment, hire and train the additional workers, and continue research on product specifications.

C Scheduling issues seem to remain the one uncertain area in the potential partnership. Without a degree of experience working with Epic Products, there is no way for Icon to estimate the steps or a timetable for project completion. If awarded the contract, Icon will devise a schedule for the project’s completion, but it must remain a flexible timetable.

4 Which paragraph most effectively details the benefits of the proposal?

A Icon International has the experience and the resources to meet your product needs. If given the opportunity to become an Epic Products supplier, we will not fail you.

B As I am sure you already know, Icon International can meet your product needs in a timely and cost-efficient manner. Technology-based products, such as the SK-200 wiring that you requested, fit into our specialization exceptionally well.

C As the enclosed proposal shows, Icon International offers the range of resources necessary to meet your product needs. We specialize in technology-based products, specifically ones with highly technical features. The SK-200 wiring you requested fits into our specialization exceptionally well.

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5 Which one of the following best explains the organization’s personnel and their areas of expertise?

A KEY PERSONNEL

The entire Icon team will work to ensure that the SK-200 wiring system is completed correctly within the prescribed time period.

At Icon, every project is a team project. Rest assured, Icon offers several experienced and dedicated personnel who will work day and night for the success of your project.

Additionally, the Icon family includes talented, creative thinkers who will solve any problems that occur during the production process.

B KEY PERSONNEL

Icon offers several experienced and dedicated personnel who will ensure that the SK-200 wiring systems will be completed correctly in the prescribed time period. The following list indicates the personnel earmarked for the Epic Products project:

• Kyle Hensley, Vice President of Sales, East Region • Jack Sullivan, Associate Director of Sales • Jeff Patterson, Shipping Manager • Kathy Mason, Product Manager

Please contact the Icon headquarters to receive the resumés for the above-

mentioned individuals.

C KEY PERSONNEL

Icon offers several experienced and dedicated personnel who will ensure that the SK-200 wiring systems will be completed correctly within the prescribed time period. The following list indicates the personnel earmarked for the Epic Products project:

• Kyle Hensley, Vice President of Sales, East Region • Jack Sullivan, Associate Director of Sales • Jeff Patterson, Shipping Manager • Kathy Mason, Product Manager

Enclosed are the resumés of these key members of the Icon team who will be

assisting with the project.

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Appendix of a formal proposal Explanation When creating the appendix, remember that it is not a “catch-all” for any item that you

think might remotely be of interest to the client. Include only supplementary information that will be of real interest to the individual in the client organization who has the knowledge to understand it. For example, items such as technical specifications, product brochures, blueprints, and lengthy tables or schematics can be included in the appendix.

The proprietary statement

Proprietary statements are written to protect your proposal from being used without due payment, as well as from being disclosed to your competitors. They are brief statements that assert that the proposal is not to be revealed to anyone outside the client organization and that the use of the ideas within the proposal without written permission is prohibited.

To protect your organization from being taken advantage of, you should include a proprietary statement in your proposal. You do not want to put the time and effort into a proposal only to have the material used against you or without proper payment.

Consult your organization’s legal counsel to determine the best placement for this statement. Some organizations label each page that has proprietary interests with footers, but your legal counsel will be able to recommend the best location for the statement.

Do it! A-6: Discussing appendices

Question Answer 1 What should be included in an

appendix? Items that will be of real interest to your client, such as technical specifications, product brochures, blueprints, and lengthy tables or schematics.

2 What shouldn’t be included in an appendix?

You should avoid creating a “catch all” appendix that contains unrelated information or miscellaneous items that wouldn’t fit in the body of the proposal.

3 What is a proprietary statement? A brief statement that asserts that the proposal is not to be revealed to anyone outside the client organization, and that the use of the ideas within the proposal without written permission is prohibited.

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Topic B: Visual elements and editing Explanation Visual elements help illustrate various concepts for the client and explain ideas that

might be difficult to picture mentally. Lists, charts, graphs, drawings, and photographs are all considered visual elements.

Visual element guidelines There are several guidelines that you should follow when using visual elements:

• Use visuals only when appropriate. You need to make sure that every visual serves a purpose. Do not waste the client’s time by making them look at visuals that do not help them understand an idea or concept in the proposal.

• Place the visual where it is needed. The visual is most effective when placed near the text that it supports. You want to avoid making the client flip through the pages of the proposal to find the visual when they want to reference it. The one exception to this rule is when you include items in the appendix, these items are usually too large to include within the body of the proposal without seeming to be awkward.

• Introduce all visuals. Every visual that you use in the proposal should be introduced to establish the relationship between the visual and the supporting information. The client might not naturally make the connection between the visual and the text, so make sure that you state this relationship for them.

• Keep the visual simple. Do not try to convey an excessive amount of information through a single visual. Complicated visuals, especially drawings or charts, often look cluttered, which defeats the purpose of using them in the first place. If you need to communicate a complex or highly technical idea or a concept, consider illustrating it by using more than one visual. For example, consider using three photographs of a product, each with different types of features highlighted on the images.

• Make sure visuals are printed clearly. Obviously, you want all the visuals to be printed clearly so that the client can easily read and understand them. In particular, pay close attention to the drawings or photographs that are photocopies. Try to use laser printers for duplicating such images. The replication quality of laser printers is higher than the replication quality of ordinary printers.

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Editing a proposal Before you send your proposal to the client, you need to review it and make sure that it is error-free and professional. The following four questions help you edit your proposal before it is submitted:

• Did I clearly demonstrate how my company can address the client’s needs? You need to make sure that you clearly proved to the client that your company has the ability to address their needs completely and successfully. Specifically, determine whether you established the significance of your plan to the client’s company. The client should feel that your plan is the key to solving their problem and providing them with long-term benefits.

• Did I support my claims with accurate and sufficient evidence? The evidence in your proposal must be sufficient and accurate to win the client’s business. Review your discussion of the budget and schedule and make sure that you used sufficient evidence to justify the costs for material and time.

• Is the proposal logical and easy to understand? Make sure that the proposal is logical and that the client will be able to understand it the first time they read it. The client does not want to invest time reading your proposal more than once. So if possible, have someone within your organization who is unfamiliar with the proposal read it to identify any areas of confusion.

• Are there any mechanical errors? Spelling, grammar, punctuation, and typographical errors can ruin your professionalism and cost you the opportunity to procure the client’s business. You must review the entire proposal to make sure that all errors have been eliminated. Pay attention to each part of the content in the proposal, including the table of contents and the title page.

Do it! B-1: Using visual elements

Multiple-choice questions 1 Select the visual description that is the most appropriate and has the greatest

impact on the reader.

A Place a bar chart in the executive summary to illustrate Icon’s overall market share in several different industries.

B Place a pie chart in the cost analysis section to illustrate the cost breakdown for each project step in relation to the overall budget.

C Place an organizational chart in the proposal appendix highlighting Icon’s different divisions and the personnel at each division.

2 From the following group of possible visual elements, which one is the most appropriate in the Icon proposal?

A Place a flow chart in the technical details section to illustrate the process that Icon will use to manufacture the SK-200 wiring system.

B Place a copy of the Icon Employee Procedures and Policies Handbook in the appendix to illustrate the employees’ rights and responsibilities.

C Place a catalog of Icon’s consumer goods in the appendix to illustrate the wide range of products that the company produces.

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Unit summary: Formal proposals Topic A In this unit, you learned how to create a formal proposal. You discussed the various

parts of a formal proposal, how to format a title page, and how to format a table of contents. Then, you wrote an executive summary focusing on the appropriate audience. You also examined the items to be included in the body of a formal proposal.

Topic B Then, you learned how to use visual elements effectively in a formal proposal. Finally, you discussed guidelines for editing a formal proposal.

Independent practice activity 1 List the sections that must be included in a formal proposal.

• Cover letter

• Title page

• Table of contents

• Executive summary

• Body

• Appendix

2 Which of the following items are included in the body of a proposal?

A Table of contents

B Technical details

C Executive summary

D Appendix

3 You should provide “padding” time when creating a schedule. True or false?

True

4 To communicate clearly, use as many visuals as possible when creating a proposal. True or false?

False

5 List the guidelines that you should follow when writing technical details.

• Be realistic

• Support your claims

• Organize the information logically

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6 If it costs $36,000 to offer your services to a client for one year, which of the following is the best way to state the price?

A $18,000 biannually

B $36,000 per year

C $3,000 per month

D $36,000 annually

7 Which of the following most effectively highlights the advantages of Icon International over its competitors?

A Given the opportunity, Icon might bring several advantages to your business, including a specialized knowledge base, product expertise, and organizational flexibility and responsiveness. Hopefully, we can provide you with a product designed by your technical specifications at a cost-effective price.

B As a supplier, Icon will bring several distinct advantages to your business:

1 As a global organization, we have the knowledge base and the specialized expertise to offer you a high-quality product at a cost-effective price.

2 At the same time, we offer the flexibility and responsiveness usually reserved for small organizations. This flexibility allows us to meet all deadlines, primarily those imposed by clients and third parties.

3 As a technology-based firm, we understand wiring systems and have the proficiency to design the product in accordance with your technical specifications.

C Icon will bring distinct advantages to your business. If selected to become an Epic Products supplier, we will reveal the advantages at our initial planning meeting. Of course, they might include our organization’s global status, our specialized expertise, and our flexibility.

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S–1

B u s i n e s s W r i t i n g Course summary

This summary contains information to help you bring the course to a successful conclusion. Using this information, you will be able to:

A Use the summary text to reinforce what students have learned in class.

B Direct students to the next courses in this series (if any), and to any other resources that might help students continue to learn about business writing.

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S–2 Business Writing

Topic A: Course summary At the end of the class, use the following summary text to reinforce what students have learned. It is not intended as a script, but rather as a starting point.

Business Writing

Unit 1

In this unit, students learned about basic writing skills and how to write clear contracts, memos, reports, or letters. They discussed the common pitfalls to avoid when writing. Then, they examined the writing process and how it’s used to construct well-defined ideas and focus on a specific audience. Students learned how to choose the right words and create effective sentences. They also learned about the three types of sentences: simple, complex, and compound. Finally, they discussed the guidelines for writing effective paragraphs.

Unit 2

In this unit, students learned how to write business reports and letters. They also discussed writing opinionated messages, including apology letters, negative messages, and persuasive messages. Then, they examined the components of a properly formatted business letter.

Unit 3

In this unit, students learned about the six types of proposals: formal, informal, external, internal, solicited, and unsolicited. Then, they discussed how clients evaluate proposals, the guidelines used in identifying the client’s needs, and the questions that can help them stay focused on the client’s needs. Next, students discussed brainstorming techniques for identifying questions the client might have about a proposal. Finally, they examined some guidelines for proposal writing.

Unit 4

In this unit, students learned how to create a letter proposal. They learned that a letter proposal has the three main parts—the opening, the body, and the closing—and they discussed the things that should be covered in each part. Then, students learned how to format a proposal by using headings and subheadings, easily readable typefaces, consistent margins, and consecutive page numbers.

Unit 5

In this unit, students learned how to create a formal proposal. They discussed how to format the title page, table of contents, executive summary, body, and appendix. Finally, they learned how to add visual elements to a formal proposal.

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Course summary S–3

Topic B: Continued learning after class Point out to your students that it is impossible to learn any business skill effectively in a single day. To get the most out of this class, it is important that students begin using the business writing techniques they’ve learned as soon as possible. Course Technology also offers resources for continued learning.

Next courses in this series This is the only course in this series.

Other resources Course Technology’s partner company, NETg, offers a full line of online and computer-based courses on business writing and a variety of other subjects. For more information, visit www.netg.com. This course maps precisely to the following two NETg courses:

• Business Writing: The Fundamentals Course number: 45007 • Business Writing: Creating Effective Proposals Course number: 45008

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S–4 Business Writing

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G–1

Glossary

Attention line Used when you know only the last name of the

letter’s recipient, or when you want to direct a letter to a position title or department.

Brainstorming An effective way to discover questions the client

might have but has not yet identified.

Complaint Usually written when you are dissatisfied with an

organization’s products, services, or policies.

Complex sentence Contains one independent clause and one or more

dependent clauses related to it, separated by a comma.

Compound sentence Contains two or more independent but related

clauses of equal importance that are linked together with “and,” “but,” or “or.”

Cover letter Serves as the formal introduction to a proposal. It

briefly introduces the client to your plan for addressing their needs or solving their problems.

Executive summary Summary of a proposal that anyone—from an

entry-level employee to the chairman of the board—can read and understand.

Formal proposal A long report consisting of several sections.

Formal proposals are much more detailed than letter proposals.

Informal proposal Relatively short document (1-4 pages); often

submitted as a memo or letter.

Letter proposal Includes an opening, a body, and a closing.

Long reports Reports that have 10 or more pages and typically

require a large amount of research.

Memorandum A short document sent within an organization to a

specific individual or group.

Persuasive message Written to try to influence a reader’s opinion about

an issue, policy, or situation.

Postscripts Afterthoughts, personal messages, or items that

need further emphasis at the end of a letter.

Proposal A document offering a service or product to a

client.

Proprietary statements Written to protect your proposal from being used

without due payment, as well as from being disclosed to your competitors to see if they can beat your offer.

Return on investment An overall justification for why your plan will pay

off for the client.

Run-on sentences Contain too many ideas and confuse the reader.

Short reports Reports that are less than 10 pages long and do not

require a large amount of preparation. They are usually submitted in letter or memo form and cover one topic.

Simple sentence Contains a single subject and a single verb.

Solicited proposal A document written in response to a client’s

Request For Proposal. Solicited proposals should address the client’s specific needs.

Subject line Tells the reader what the message is about. The

subject line usually follows the salutation.

Transmittal letter Tells the recipient why you are sending the

information.

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G–2 Business Writing

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I–1

Index

A Active voice, 1-11 Addressee notations, 2-6 Addresses

Inside, 2-2 Analyzing the reader, 1-4 Apology letters, 2-11 Appendices, 5-16 Attention lines, 2-4

B Brainstorming, 3-6 Business letters, 2-2 Business reports, 2-2

C Charts, 5-17 Clients

Handling questions from, 3-6 Identifying needs of, 3-5 Writing for, 3-7

Closings, 2-3 Complaints, 2-13 Copy notations, 2-6 Cover letters, 5-2 Credentials, 5-11 Credibility, 1-6

D Dates, 2-2 Determining a purpose, 1-4 Drawings, 5-17

E Editing, 1-6, 1-7, 5-18 E-mail, 2-9 Enclosure notations, 2-6 Executive summaries, 5-8 External proposals, 3-2

F First drafts, 1-6 Fonts, 4-12 Formal proposals, 3-2, 5-2 Formal writing style, 1-5 Formatting

General guidelines, 1-7

G Graphs, 5-17 Guidelines

Editing, 1-6 For client-focused proposals, 3-8 For visual elements, 5-17 Formatting, 1-7, 4-12 General, 1-2 Paragraph, 1-13

H Headings, 2-2, 4-12

Second-page, 2-4

I Informal proposals, 3-2 Informal writing style, 1-5 Inside address, 2-2 Internal proposals, 3-2

J Jargon, 1-2, 3-8, 5-4

L Letter proposals

Body, 4-5 Closing, 4-9 Components of, 4-2 Opening, 4-2

Letterhead, 2-2 Letters

Apology, 2-11 Components of, 2-2 Cover, 5-2 Transmittal, 2-7

Lists, 5-17

M Mailing notations, 2-7 Margins, 4-13 Memorandums, 2-9

N Negative messages, 2-13 P

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I–2 Business Writing

O Opinionated messages, 2-11 Organization

Importance of, 1-5 Of a document, 1-5

Organizing your thoughts, 1-5 Outlines, 1-5

P Page numbering, 4-13 Paragraphs, 1-13 Passive voice, 1-11 Personnel issues, 5-11 Persuasive messages, 2-15 Photographs, 5-17 Pitfalls to avoid, 1-2 Planning to write, 1-4 Positive messages, 2-11 Postscripts, 2-5 Proposals

Client-focused, 3-5 Defined, 3-2 Editing, 5-18 Evaluation of, 3-3 Formal, 5-2 Formatting, 4-12 Letter, 4-2 Purposes of, 3-3 Types of, 3-2

Proprietary statements, 5-16

R Reference initials, 2-5 Reports

Types of, 2-2 Request for proposal (RFP), 3-2, 3-3, 3-5, 3-6, 5-2 Resumés, 4-9 Return on investment (ROI), 5-11

Run-on sentences, 1-11

S Salutations, 2-3 Scheduling, 5-11 Second-page headings, 2-4 Sensitivity, 1-6 Sentences

How to write, 1-11 Run-on, 1-11 Types of, 1-11

Signature block, 2-3 Solicited proposals, 3-2 Styles, 1-4 Subject lines, 2-4, 2-9

T Tables of contents, 5-6 Target audience, 4-2, 4-5 Title pages, 5-4 Transmittal letters, 2-7 Typefaces, 4-12

U Unsolicited proposals, 3-3

V Visual elements, 5-17 Visually appealing proposals, 4-12

W Words

Types of, 1-9 Writing process, 1-3 Writing styles, 1-4

Formal, 1-5 Informal, 1-5

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thomsom business writing

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