Business Writing Getting Your Point Across Kirk Walden

Business Writing: Getting Your Point Across Kirk Walden

Say What? It is the opinion of the group assembled for the purpose of determining a probability of the likelihood of the meteorological-related results and outcome for the period encompassing the next working day that the odds of precipitation in the near-term are positive and reasonably expected. Rain’s Coming.

Topics for Discussion • • • Why Business Writing Is Important How Readers Read How People Communicate Know Your Audience Communication Channel/Medium Write It Exercise

Why is Business Writing Important? Why is Business Writing Challenging?

“Wealth has come to consist of the ownership of information—or rather, the ability to collect and communicate information. ” – Kenneth Davis, Ph. D.

How Readers Read • Readers skim • Readers decide quickly • Readers want to be hooked

How People Communicate • Words • Non-Verbal • Tone

How People Communicate

Business Communication • To communicate information, you must say what you mean • To communicate emotion, you must mean what you say (Or, your gestures and tone of voice will give you away. )

Know Your Audience Define the word, “Hit. ”

Know Your Audience • Who is the audience? • How can I honor my audience’s needs and • Why am I writing? perspectives? What do I want my audience to know, do, • What does my and feel? audience want to achieve? • What do they already know? What is their • How should I organize level of my ideas? understanding? • What is their likely attitude about the topic?

Communication Medium • What medium will support the message the best? • Would face-to-face or by phone be better? • What format or layout will appeal to the audience and support the message?

Write It! Content • Put important keywords in headings • Put purpose and deadlines up front • Use appropriate pronouns • Apply the 6 C’s • Vary sentence structure and type • Proofread! Layout • Break content up into short sections • Embrace the line break • Use bulleted/numbered lists • Apply bold fonts, underlines, and italics strategically, but do so sparingly

The Six C’s • • • Concise – get to the point quickly Clear – use simple language Compelling – be inspiring Credible – be honest Conceptual – keep it at the right level Concrete – relevant specifics/tangible results

Clear & Concise Exercise 1. On the afternoon of June 12 at the most recent meeting of the ad hoc committee on workplace communication policies, each and every member of the committee was in agreement with one another that first and foremost it is imperative that all forms of workplace communications be completely accurate and perfectly clear. 2. In consideration of your recent email message received last week re. what is perceived to be the "excess time" required by our company to provide an effective response action to certain problems identified in the aforementioned email, please be assured that it is our policy to respond as promptly as possible to all legitimate customer concerns. 3. Extended discussion of an improved and more robust mission statement that is aligned with the basic fundamental business objectives of this organization will require clearly structured facilitated sessions conducted in full transparency and with the active participation of designated representatives from all departments.

Clear & Concise Exercise 4. It is my objective to utilize more fully and satisfactorily both my university educational experience and my skills as an editor, preferably in a full-time employment position with your firm. 5. As per our discussion with reference to the antiquated and outmoded climate-control system in the Campus Security Building, it is my recommendation that purchase be made from a source-to-be-identified of a new, environmentally friendly heat pump that is both cost-effective and fully compliant with all local and state regulations.

Editing Exercise Have you ever noticed how certain writers have an unparalleled mastery of the English language. In every sentence they craft, they never waste words, and still manage to communicate their point with a succinct grace. Their prose is nothing short of amazing. It’s economical, to the point and most of all, clear. This concise crafting of copy is a joy to read, it instils confidence in the reader not just by being useful, but by also managing to communicating the primary benefit and message in a very short period of time.

Editing Exercise This short and clear approach to writing attracts a lot of attention from the readers at large. Check any piece of successful content and you’ll see that a concise approach often brings thousands of likes and dozens, if not hundreds of comments. Although all audiences are different and require differing approaches to produce content that appeals to them, blockbuster content across the board always shares one common element. Regardless of industry, audience or approach, all successful content exercises extreme brevity.

Editing Example Have you ever noticed how certain writers have an unparalleled mastery of the English language. In every sentence they craft, they never waste words, and still manage to communicate their point with a succinct grace. Their prose is nothing short of amazing. It’s economical, to the point and most of all, clear. This concise crafting of copy is a joy to read, it instils confidence in the reader not just by being useful, but by also managing to communicateing the primary benefit and message in a very short period of time.

Editing Example This short and clear approach to writing attracts a lot of attention from the readers at large. Check any piece of successful content and you’ll see that a concise approach often brings thousands of likes and dozens, if not hundreds of comments. Although all audiences are different and require differing approaches to produce content that appeals to them, blockbuster content across the board always shares one common element. Regardless of industry, audience or approach, all successful content exercises extreme brevity.

Editing Example Certain writers have a mastery of the English language. They never waste words and communicate their point with a succinct grace. Their prose is economical, to the point and clear. This concise copy instills confidence in the reader by communicating the primary benefit and message in a short time. This clear approach to writing attracts thousands of likes and dozens, if not hundreds of comments. All blockbuster content shares one common element. Regardless of industry, audience or approach, all successful content exercises extreme brevity. http: //have-a-word. com/why-brevity-is-important/

Compelling How fast were the cars going when they made contact? Avg. 30. 1 MPH How fast were the cars going when they smashed into each other? Avg. 40. 8 MPH Photo by organgesky 3

Compelling “The difference between the ‘right’ word and the ‘almost right’ word’… …is the difference between lightning and a lightning bug. ” ~Mark Twain Photo by Irina

Compelling “I never let my schooling… …get in the way of my education. ” ~Mark Twain Photo by Irina

Compelling Exercise

The Six C’s • • • Concise – get to the point quickly Clear – use simple language Compelling – be inspiring Credible – be honest Conceptual – keep it at the right level Concrete – relevant specifics/tangible results

Concrete Exercise

The Six C’s • • • Concise – get to the point quickly Clear – use simple language Compelling – be inspiring Credible – be honest Conceptual – keep it at the right level Concrete – relevant specifics/tangible results

Situational Exercise • Routine Inquiry • Good News • Persuasion

Routine Inquiry Subject: Questions As you recall, you recently returned merchandise to us. We sincerely hope that this transaction was satisfactory. In fact, we are in the process of making changes that will insure that such transactions are more favorably handled. We would like the answers to some questions about your experiences returning merchandise to us. We’d like to know if you were served promptly and courteously and whether the adjustment was satisfactory and in accordance with your wishes. Also, we need to know whether or not the salesperson offered assistance to you in selecting other merchandise. You may write your comments on the form provided, and return it in the enclosed addressed, stamped envelope. If you prefer, go to our website at www. williams. com and give us your answers. We thank you in advance for your cooperation.

Routine Inquiry -- Revised Subject: Experience Returning Merchandise Will you please help us to serve you better by answering the following questions. When you returned merchandise at our store recently: 1. Were you served promptly and courteously? 2. Was the adjustment satisfactory? 3. Did the salesperson offer to assist you in selecting other merchandise? Please write your answers and any other comments you may wish to make on the enclosed form, and return it in the enclosed stamped, addressed envelope. If you prefer, go to our website at www. williams. com and give us your answers. Your honest answers will help us to give you the best service possible.

Good News Subject: Defective Shipment Complaint We have received your claim reporting that our shipment of medical devices arrived in badly damaged condition. We regret the inconvenience caused you and can understand your unhappiness. Please accept our apologies. Following our standard practice, we investigated the situation thoroughly. Apparently the fault was in our failure to check the seals carefully. As a result, fluid escaped in transit, damaging the exteriors of the devices. We have taken corrective measures to assure that future shipments will be more carefully checked. I am pleased to report that we are sending a replacement order. It will be shipped today by Crimson Line Motor Freight. Again, we regret any inconvenience.

Good News -- Revised Subject: Replacement of Medical Device #2380 Shipment Your replacement order of medical device #2380 will arrive Saturday. It was shipped today by Crimson Line Motor Freight. Because we want all of our products to arrive in perfect condition, we investigated the returned shipment thoroughly. Even though each device goes through three checks during production, a fourth final check of the seals has already been started. This additional check is being taken to help assure that all future shipments will meet your and our high expectations. These devices will continue to be a big seller for your company as they were just ranked Class 2 by the FDA. If you need another shipment, contact us at 201 -333 -4456 (ext. 23) or ourcompany@medarticifinal. org. You will receive the shipment within 24 hours.

Persuasion Subject: Not enough parking spaces, so carpool! Once work on the outdoor picnic area begins, the parking lot will lose 50 of its spaces. We know that the current parking lot is full now. Once those 50 spaces are no longer available, not everyone’s car will be able to park in the lot. You’ll need to carpool so we’ll have enough spaces for all employees. Let us know by next Friday who is going to carpool, so we can give you a special permit that will allow you to park in an area reserved for carpoolers.

Persuasion -- Revised Subject: Want a special, front-row parking space? Ever wish you could have a reserved parking spot? That wish has the potential of becoming reality! Beginning Monday, parking rows A, B, C, and D will be reserved for certain employees. As you know, the northeast corner of the parking lot is being used for the new employee outdoor picnic area. This new picnic area is one of the requested “perks” from our last employee survey. It will be ready by midmonth. The new picnic area will, however, remove 50 of the available parking spaces. More employees carpooling will help ensure that all vehicles have a space. To encourage carpooling, the first four rows (A, B, C, D) will be reserved exclusively for those vehicles with three or more employees. Let HR know as soon as you have a carpooling group, and you will receive a special hangtag to park in the reserved rows.

The Six C’s • • • Concise – get to the point quickly Clear – use simple language Compelling – be inspiring Credible – be honest Conceptual – keep it at the right level Concrete – relevant specifics/tangible results

Important Reminders • Know your audience “There are 10 kinds of people in the world. ” “Those who understand binary and those who don’t. ” • Choose your words wisely Eschew Obfuscation Lights, Camera, Action • Writing is eternal, especially digital media “A diamond is forever. ” – whether it’s polished or rough or a lump of coal.

Resources https: //www. themuse. com/advice/185 -powerfulverbs-that-will-make-your-resume-awesome https: //knockemdead. com

Questions?

Persuasion -- Revised More employees carpooling will help ensure that all vehicles have a space. To encourage carpooling, the first four rows (A, B, C, D) will be reserved exclusively for those vehicles with three or more employees. The names of employees who live within a 5 -miles radius of you are available on the company intranet. Let HR know as soon as you have a carpooling group, and you will receive a special hangtag to park in the reserved rows. Space for everyone to park, reduced gas expenses, less wear and tear on your vehicle, and a reserved parking space—carpooling is a win/win situation.