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Business Writing Basics

The document provides guidance on business writing basics, with a focus on understanding the audience and having an "you" attitude. It discusses analyzing the situation and audience, gathering relevant information, selecting the appropriate delivery method, organizing the information, composing the message by adapting to the audience and using clear and concise language, revising and proofreading, and distributing the final communication. Persuasive messages should appeal to ethos (credibility), logos (logical arguments), and pathos (emotions).

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0% found this document useful (0 votes)
102 views26 pages

Business Writing Basics

The document provides guidance on business writing basics, with a focus on understanding the audience and having an "you" attitude. It discusses analyzing the situation and audience, gathering relevant information, selecting the appropriate delivery method, organizing the information, composing the message by adapting to the audience and using clear and concise language, revising and proofreading, and distributing the final communication. Persuasive messages should appeal to ethos (credibility), logos (logical arguments), and pathos (emotions).

Uploaded by

suraj lama
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Business Writing Basics

THE "YOU" ATTITUDE

• The “you” attitude is an audience-centered approach to communicating that


involves understanding and respecting your audience and making every effort
to get your message across in a way that is meaningful to them.

• The goal is to learn as much as possible about your audience. Learn things such
as their biases, education, age, status, style, as well as personal and professional
concerns.

• Writers who have “you” attitude, prepare messages matching the reader’s
interest.

• They do this by putting themselves in the reader’s place. They begin by asking, “
How would I feel if I were this person in this situation ? What would I want to
read in this message?”
 Planning

• Analyze the Situation


Define the reason or purpose you are writing and develop an audience profile.

• Gather Information
Determine the needs of the audience and gather information required to satisfy
those needs.

• Select the Right Delivery Vehicle


Determine the best medium (delivery vehicle) for communicating the message.

• Organize the Information


Define the main communication idea and select a direct or an indirect approach.
Then, outline the content.
Contd..
• A managerial writer is expected to determine the five Ws- what, why, who, when,
where and how.

What ? : The “what” question deals with the nature of the message. A manager should
have a fairly clear idea of what needs to be communicated early in the planning
stage.

Why? : Many miscommunications occur because the sender does not know why a
message is being sent or does not bother to share with the reader the reason for the
message. Humans are complex creatures who like to deal with cause and effect.
When an effect is imposed and the cause is withheld, one likely result is resistance.

Who? : The time spent on reader analysis may vary with the relative importance of the
message. Routine messages will improve as a result of audience analysis and
adaptation. For a truly thorough reader analysis, a writer should consider the
following points :
Contd..
• The relative power position between the writer and reader.
• The business functions the writer and reader work in.
• The reader’s reaction to past messages from the writer.
• The relative sensitivity of the message.

When?: for a non-routine message, the decision on when to send it may directly affect how the
message is received. Sending the message too early or too late can have adverse
consequences.

Where?: The “where” question sometimes has to be addressed at both ends of the
communication spectrum: from where should the message come and to where should it be
directed? We may also have to decide where the reader should be while receiving the
message.

How?: the “how” question is largely a matter of media selection. The choice of medium is
determined at least in part by how personal the message needs to be, how widespread its
distribution, and how exactly it needs to reach the audience.
Write/Composing

• Adapt to the Audience


Connect with your audience by being sensitive to their needs and using
a “you” attitude.

• Build a healthy relationship with the audience by establishing credibility


and projecting your company’s brand image. Use a conversational tone,
plain English, and an appropriate voice to deliver the message.

• Compose the Message


Choose strong words that create effective sentences and coherent
paragraphs.
Contd..
• Selecting words: words are symbol that define content of a message; thus,
words should be carefully selected so the overall content will accomplish
the communication’s goal.

Principle one: Choose words precisely


e.g. : complement/ compliment; continually/continuously; appraised/apprised

Principle two: Use Short rather than Long words


e.g. ameliorate – improve ; explicate- explain ; terminate- end

Principle three: Use Concrete rather than Abstract words


e.g. a significant profit – a 28 percent mark up ; a note worthy saving – 50
percent off the normal price ; in the near future – by Friday, June 19
Contd..
Principle four : Economize on Words
Writing concisely is time-consuming at first, it eventually becomes a relatively
easy habit.
e.g. Due to the fact that – because; in the event that- if;

Principle five: Avoid Clichés and Jargon


e.g. white as a sheet- pale ; busy as a bee – busy; clean as a whistle- clean
TQM, CRM, accounts receivable etc.

Principle six: Use Positive Words that convey Courtesy


e.g. I cannot have the report read by tomorrow morning.
I can have the report completed by 3:30 p.m. Wednesday.
Contd..
Principle Seven: Use a Conversational Style
A conversational style involves writing with words from a person’s
speaking vocabulary. Usually, the words should not include colloquialisms,
slang, or jargon; they should be the language most people would use in
conducting everyday business.

• Organizing words for Effect : Comprehension is largely determined by the


extent to which the writer uses these principles.
Principle Eight: Keep sentences short
Principle Nine: Prefer the active to the passive voice (exception is when there
is need to be diplomatic, passive voice may be preferred.)
e.g. active – Mr. Shrestha directed the meeting.
passive – The meeting was directed by Mr. Shrestha.
Contd..
• Principle Ten: Organize Paragraphs Logically
Developing effective paragraphs involve these five guidelines:
- Present one major idea in a paragraph.
- Decide if a deductive or an inductive pattern is appropriate.
- Use a variety of sentence structures in a paragraph.
- Structure paragraphs to emphasize important points.
 Repeat key concepts.
 Use attention getting words (action verbs, personal pronoun “you” etc.)
 Use mechanical devices such as bullets, text boxes, boldface or numbers.
- Keep paragraphs relatively short: in business letters and short memos
average four to six lines in length; in reports, they average eight to ten
lines.
Contd..
Principle Eleven : Be Coherent

 Logical organisation of the content is the foundation of coherent writing. Writers


must clearly understand why information is being arranged in a certain way.
 The writer may have to show the connection through mechanical transitions like :
- Repeat key words to show the reader that the same topic is still being discussed
- Use pronouns and synonyms
- Use transition words (accordingly, subsequently, furthermore, etc. ) to connect
thoughts and show a particular type of relationship between them.
- A simpler kind of transition device is a Janus Statement named after a Roman God
with two faces- one looking backward and one looking ahead. The writer can
accomplish both a review and a preview with a Janus statement such as “ Now
that we have described X, let us turn our attention to Y”.
Complete/Revising

• Revise the Message


Evaluate the content and review it for readability. If required, edit the content and rewrite for
conciseness and clarity.

• Produce the Message


Use useful design elements for a clean and professional layout.

• Proofread the Message


Review the communication for errors in the layout. Check the spelling and mechanics as well.

• Distribute the Message


Deliver the message using the chosen communication vehicle. Successfully distribute all
documents and files relevant to the communication item.

While the process of writing may seem challenging at first, practicing often and
implementing the three-step writing process will help improve communication. The more that
a business professional writes and uses the three-step process, the more automatic it
becomes.
Persuasive Messages
• Persuasion is an attempt to change someone’s attitude, beliefs, or actions.

• Successful professionals understand that persuasion is not about trickery or getting


people to act against their best interest; its about letting the audience know that they
have choices and presenting your option in best possible light.

• The systematical core of Aristotle's Rhetoric is the doctrine that there are three


technical means of persuasion.

•  Speech consists of three things: the speaker, the subject that is treated in the speech,
and the listener to whom the speech is addressed. This is why only three technical
means of persuasion are possible.

• Technical means of persuasion are either (a) in the character of the speaker (ethos),
or (b) in the emotional state of the hearer (pathos), or (c) in the argument (logos)
itself.
Elements of Persuasion
Ethos (Ethical appeal)
• The English word “ethics” is derived from this Greek word.

• Your audience must find you ethical and believable. As a speaker, it is your job
to convince your audience that you are credible and that you are worth
listening to.

• Speak with authority, but not arrogance. Be confident, but not condescending.
Be the best version of your truly authentic yourself.

• An audience’s respect must be earned. Do not take it for granted.

• But your credibility alone is not enough. You also need these other elements:
Contd..
Logos (Logical appeal)
• The English word “logic” is derived from this Greek word.

• A well-crafted speech is well organized. It has a logical flow. The message is


consistent. It can be helpful out outline a speech as part of your preparation.

• Check that every element of the speech relates to the point you are trying to
make.

• Do not ramble or go off on tangents. Focus on the point you want to make
and stick to your topic.

• Scientists and academics will often have a speech that is laden with logical
arguments, but forget to include this next critical element…
Contd..
Pathos (Emotional appeal)
• The English words “passion”  and “compassion” are derived from this Greek
word.

• Your speech must appeal to the audience on an emotional level.

• Engage their imagination. Take them on a journey of hope. Say something they
will remember and that will impact them on a deep level.

• End your speech on a positive note to ensure that you are using pathos for
maximum effect. Just remember to include your ethical appeal and a logical
argument to balance off a passionate delivery.

• Together, ethos, logo and pathos are considered the perfect trifecta of a


persuasive speech.
AIDA Model
• One way to utilize persuasion for a marketing or sales objective is through
the use of the AIDA model. This marketing model is used to describe the
steps that are needed to persuade a consumer to take action. The model
stands for Attention, Interest, Desire and Action.

• The phrase AIDA, in marketing communication was coined by American


advertising and sales pioneer Elias. St. Elmo Lewis in the late 1800s. The
model talks about the different phases through which a consumer goes
before going to buy a product or service. 

• Once an ad grabs attention, it has to invoke interest towards the product in


the minds of the consumers. After creating an interest, the ad has to bring
desire in consumers mind to use the product and finally the consumer has to
take a favorable action towards the product by ultimately purchasing the
product.
AIDA Model

• Attention is the first step of the AIDA process. Attention is usually grabbed
by the use of image, color, layout, typography, size, celebrity, model etc. It
can also be gained through product knowledge, free product samples.

• The second step is interest, or wanting to know more, and can be achieved
by highlighting the benefits of the product or service. Once attention is
grabbed, it’s necessary to create interest in the viewers mind so that they
will read more about the brand being advertised.

• By the use of an attractive sub head, interest can be invoked. In this stage,
the message should keep the attention of the consumer.
AIDA Model

• The third step is desire, or a strong want, and focuses on the audience and
adds supports for the product's claims. The element of desire is usually
created by the use of body copy where you write in detail about the
necessity of buying the brand, thereby explaining the features of the brand,
facts and figures.

• The last, and final step, is action, and the marketing message should create
a sense of urgency to buy.

• Towards the end, the contact information of the brand will be given where
they expects the viewers to take action immediately. It can be in the form of
shop address, toll free numbers or website address.
Principles of Persuasion
• The six principles of persuasion are as follows:

1. Reciprocity:
(a)Humans are programmed to reciprocate when we are given something. The act of
receiving from someone else instills in us the need to repay that favour (however
small). There are evolutionary reasons for this (i.e. it supports cooperation).
(b)Reciprocation “pressures the recipient of an already-made concession to respond
in kind”.

2. Commitment and Consistency:


(a) Human beings innately want to be seen as consistent. Inconsistency in a human
being is considered a fault, and is associated with a host of other negative qualities
(e.g. untrustworthiness, instability). As a result, when people commit to an act,
belief, attitude, etc., they wish to maintain that stance, in order to be viewed as
consistent.
Contd..
(b) Importantly, commitment will only be felt if the recipient of our request
accepts “inner responsibility for the actions we want them to take”. In other
words, if people feel forced to take an action, they will not “own” that
decision, and will not feel sustained commitment.

Several tactics can be used to obtain commitment:


(i) Foot-in-the-door technique: Start with a small request “in order to gain
eventual compliance with related larger requests”. Getting people to make
small changes to their behaviour will not only put them on a track to larger
requests because they want to be seen as consistent, it will do so also
because a change in a person’s behaviour also changes their self-image.

(ii)Written commitment: A written commitment is effective because of the


physical act of writing something down.
Contd..
iii) Public commitment: When a person makes a commitment to others, they will
want to keep that commitment to ensure that they are viewed as “consistent” by
others.

3. Social Proof:
(a)This principle states that we learn what is correct by finding out what other
people think is correct. This can be done through asking, or observing the
behaviour of others. Conditions under which social proof can most strongly
affect behaviour include:

(i) Situations of extreme uncertainty (i.e. when a person has no idea what is going
on)

(ii)Similarity: Social proof works very powerfully in influencing behaviour when


we are “observing the behavior of people just like us”.
Contd..
4. Liking: Put simply, we’re more inclined to respond to a request if we like the
person making the request. Several factors contribute to a person’s likability:

(a)Physical attractiveness: People who are physically attractive also enjoy the
“halo effect”, in which people think that because they’re attractive, they are
also more intelligent, kind, etc.

(b)Similarity: We like people who are similar to ourselves (in dress, age,
expressed background and interests, etc.)

(c)Familiarity: We like things that are familiar to us.

(d)Cooperation: When someone works with you to achieve a shared goal, you
like them more.
Contd..
(e) Compliments: People who give compliments are more liked.

(f) Association: People who are associated with good/positive people, events,
etc. are more likely to be liked (e.g. it’s the “don’t kill the messenger”
phenomenon. A weatherman can be disliked simply because he predicts
bad weather).

(g) Appearance of Truthfulness: A real-life example of this is when bloggers


will review a product by first mentioning its faults. They then talk up the
benefits of the product (which they claim outweigh the product’s
negatives), and end with an endorsement.

(h) Primary Interest: This is when someone seems to be arguing against their


own best interests in favour of yours (i.e. they’re “on your side”).
Contd..
5. Authority:
(a)Human beings have a “deep-seated sense of duty to authority”.
(b)Even the appearance of authority is enough to obtain compliance (e.g. an
actor wearing a doctor’s lab coat on a commercial) Symbols that can
trigger compliance in the absence of real authority:
(a) Titles
(b) Clothes

6. Scarcity:
(a)The psychological underpinning of this principle is that “opportunities
seem more valuable to us when their availability is limited”.
(b)Related to this, people are more motivated to avoid losing something, than
to potentially gain something of equal value. (This ties in with Kahneman’s
prospect theory.)
Contd..
(c) When our desire for something scarce grows, we make sense of the desire
by assigning it “positive qualities to justify the desire”.

Specific forms of scarcity:

(i) Limited number


(ii)Limited time (i.e. deadline)
(iii)Competition. Competition increases desire for something (e.g. to goad
indecisive buyers, realtors will “invent” another potential buyer)

(d) An additional psychological principle is the contrast principle. Contrast


affects the way we see things that are presented one after another. Simply
put, if the second item is fairly different from the first, we will tend to see it
as more different than it actually is.

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