Business Writing

1
Business Writing

• LECTURE/Chapter 2 Writing for Business
• In a world of spreadsheet people and paragraph
  people, be a person of short, clear paragraphs.

• Purposeful
• Audience Oriented
• Economical

2
The Process

• Identify your purpose
• Have a bottom line, and 90 of the time, put it
  1st.
• Select a channel
• Face, phone, email, memo, letter, report, fax,
  meeting
• Pre-write
• Anticipate guess the reaction
• Analyze consider character of the audience(s)
• Adaptcraft a message stressing "audience
  benefits" and "you"!

3
Process

• 25 Prewriting Anticipating Analyzing
  Adapting
• 25Writing Researching Organizing Composing
• 35-40 Revising Proofing Evaluation Revision

4
Pre-write

• Anticipate guess the reaction
• Guestimate points of view
• Analyze consider character of the audience(s)
• Visualize a specific person or persons
• Think categories backgrounds, experiences,
  levels of literacy, etc.
• Adaptcraft a message stressing "audience
  benefits" and "you"!
• What do they want? How could they benefit? How
  could you please them? How will you ask for or
  require feedback to verify understanding?

5
Switch the Focus from Writer to Receiver

• "I have decided with all of my wisdom as an
  advanced professor of business communications
  that there is no need for a final in this
  course." unsung hero

6
Writing Goals

• Conversational but professional
• Conversational?
• Streamlining brief and clear
• Positive Language
• Inclusive, Non-sexist language
• Use Plain English
• Vary sentence length, structure, vocabulary for
  magic
• Avoid trite expressions
• Proofread edit like crazy

7
Clear and familiar, simple words

• Shorter words are usually best and more precise.
  Beware the complications and obfuscations of
  unnecessarily long words and tedious expressions
• Numerous
• Facilitate
• Endeavor
• Implement
• Initial
• Remainder
• Identify words with multiple connotations and
  avoid hidden messages

• Many
• Help
• Try
• Do
• First
• Rest

8
The Magic of Diversity

• Vary sentence length, structure, and vocabulary.
• Variety is the spice of life. Short is emphatic.
  Lengthy can be tantalizing, or an effort to get
  grounded before some other "hot point" of
  emphasis. Use as many variations as you can. Be
  direct. Be clear. But there is room too, for the
  lyrical, subtle, and attractive.

9
Be specific, concrete, and visual

• Avoid abstractions and get specific
• "one share of IBM" vs"assets"
• Reach for vivid language of things readers can
  "see"
• "I have nothing to offer but blood, toil, and
  sweat" Winston Churchill

10
Get Upbeat Switch from Negative to Positive

• Switch frames of reference think and talk about
  negatives from positive angles, or with an
  optimistic bent.
• "You may not apply more than 110 units from a
  junior college nor 15 units of extension credit
  received by you at an authorized grantor of state
  of California educational beans to your record at
  Cal Poly Pomona" specifics slipped my brain
• One of life's key challenges is to see how many
  (-) scenarios you can construct ()ly. Always be
  the optimist. Always.

11
Avoid "common gender" rationalization

• If a manager is needed, he will be called.
• If a manager is needed, she will be called.
• If a manager is needed, they will be called.
• If a manager is needed, one will be called.
• If a manager is needed, it will be called.

12
Plain English

• Active vs. Passive voice
• Active Bush went to war
• Passive War was gone to by, among others, the
  president
• I, we, you ok in moderation
• Simplify omit superfluous words trim 40
• Say it positively avoid "no", "can't",
  "unlike", etc.
• Familiar words drop jargon, legalese

13
Keep it Simple

• Each sentence should express ONE main idea
• Short sentences (1-20?) 28 works is obscene
• Each paragraph should concern ONE thing and start
  with a topic sentence
• Use many short paragraphs 8 lines is getting
  there in business think like a journalist
• Keep subject, verb, and object close together in
  sentences. Keep tense parallel
• Use transition ideas and sentences to get from
  one paragraph to another
• Use an outline and sub-headings to structure your
  writing

14
Proof and Edit like crazy!

• First drafts are only 25 of the job for
  professionals
• Editing is always requiredit's the way things
  are
• Edit once for spelling and grammar
• Edit once for 40 streamlining
• Edit once for logic, flow, and order
• Check that you achieved your purpose
• Reconsider the first sentence
• Thank God for proofing tools!

15
Technology and Writing

• Fight writer's block spirit write, then
  reorganize
• MSWord Outlines view and use
• Add graphics to support your brand consistently
• Stick with stereotypes on format
• Innovative layouts for looking good in print

16
MSWord Top Tricks

• Formats solid block, no tab, single line
  spacing, ragged right margins, one blank line
  only between any text blocks
• Graphics control through layout or or table
  insertion
• Controlling borders and shading on cells, tables,
  graphics
• Innovative Document Design - use of white space -
  multiple levels for emphasis - pull quotes -
  table of contents - all these require consistent
  use of styles

17
End of Show - thanks!
18
Direct Plan Positive Neutral

• Opening
• Bottom lines - be optimistic - provide coherence
  - use emphasis techniques - stress receiver
  interest benefits - you perspective
• Explanation
• Related info - objective, concise, positive
• Sales appeal if appropriate
• Personalize. Suggest alternatives - aim for quick
  actions
• Friendly Close
• Build good will concisely, positively