Lecture 7 The Process of Preparing Effective Business

Lecture 7 The Process of Preparing Effective Business Messages

Five Planning Steps • Identify your purpose – The objective of your message is almost always twofold: the reason for the message itself and the creation of goodwill. • Analyze your audience – See your message from your receiver’s point of view: their needs, interests, attitudes and even their culture. • Choose your ideas – The ideas you include depend on the type of message your are sending, the situation and the cultural context. • Collect data to support ideas – Be sure to collect enough data to support your ideas; check names, dates, addresses and statistics for precision. • Organize your message – Organizing your material before writing your first draft can prevent rambling and unclear messages.

Basic Organizational Plans • Your choice of organizational plan depends on a number of factors: how you expect your reader or listener to react to your message, how much this person knows about the topic or situation and what his or her cultural conventions are. • For letters and memos, you can choose one of four basic organizational plans: – – Direct request Good news Bad news Persuasive request plan • The first two plans use direct approach, which begins with the main idea. • The last two plans use the indirect approach, which states the main idea later.

Basic Organizational Plans (cont’d …) • Direct (Deductive Approach) – Use the direct approach when the audience is receptive to your message (when you think your reader or listener will have a favorable or neutral reaction to your message) – In this approach you begin with the main idea or best news. After the opening, you include all necessary explanatory details in one or several paragraphs and end with an appropriate, friendly closing. – Use the direct approach plan when the main purpose of your message is to make a request that requires less persuasion. Use the good news plan to grant requests, announce favorable or neutral information and exchange routine information within or between companies.

Basic Organizational Plans (cont’d …) Direct (Deductive) Organizational Plans: The direct request and good news plans have three basic parts: Direct Request Plan Good News Plan 1. Main Idea 1. Best News or Main Idea a. Request, main statement assertion, recommendation, 2. Explanation question a. All necessary desirable b. Reasons, if desirable details and data b. Resale material 2. Explanation c. Educational material a. All necessary and desirable d. Sales promotion material details and data b. Numbered questions, if helpful 3. Positive, friendly close, including, if c. Easy reading devices appropriate: a. Appreciation 3. Courteous close, with motivation to action b. Clear statement of action a. Clear statement of action desired c. Appreciation and desired, if any b. Easy action, dated when desirable d. Easy action, dated when c. Appreciation and goodwill desirable e. Offer of further help, reader benefits •

Basic Organizational Plans (cont’d …) • Indirect (Inductive) Approach – When you expect resistance to your message, choose the indirect approach, such as in a bad-news message or a persuasive request. – If you think your readers or listeners might react negatively to your message, generally you should not present the main idea in the first paragraph. – Instead consider beginning with the buffer – a relevant pleasant, neutral or receiver-benefit statement: then give an explanation before you introduce your idea. This pleasant and neutral opening is called the “Porch, ” or the initial remarks to an audience. – The bad news message is one of the most difficult to prepare because your reader may react negatively. Likewise, in the persuasive request you may face resistance. Even in good news and neutral messages, some cultural communication conventions require an indirect approach.

Basic Organizational Plans (cont’d …) • 1. 2. 3. 4. The Indirect (Inductive) Organizational Plans have four basic parts: Bad-News Plan Persuasive Request Plan Buffer (pleasant or neutral statements, 1. Attention reader oriented) a. Reader benefit b. Reader interest theme Explanation a. Necessary data, tactfully stated 2. Interest b. Pertinent favorable, then unfavorable acts a. Descriptive details and data c. Reader benefit reasons b. Psychological appeals c. Reader benefits Decision (implied or expressed) along with offer of additional help or suggestions 3. Desire a. Statement of request Positive, friendly close b. Supporting data to help create a. Appreciation reader’s desire to grant request b. Invitation to future action desired c. Easy action, dated when desirable 4. Action d. Willingness to help further a. Clear statement of action e. Reader benefit and goodwill b. Easy action, dated when desirable c. Special inducement d. Reader benefit

Beginnings and Endings • Two of the most important positions in any business message are the opening and closing paragraphs. You have probably heard the old sayings, “First impressions are lasting” and “We remember best what we read last. ” • Whenever possible, place the main favorable ideas at the beginning and ending of a message/paragraph.

Beginnings and Endings (cont’d …) • Opening Paragraphs: The opening of a message determines whether the reader continues reading, puts the message aside, or discards it. 1. Choose Openings Appropriate for Message Purpose and Reader • • • Main idea or good-news subject first; – Request: So that your CD funds, which have matured, can be transferred to your IRA account as you have requested, pleas return to us the following: – Good News: Enclosed is a cash refund for the defective wristwatch that you sent to us recently. Buffer first; – When you have bad news for the reader, begin with a buffer – a statement that you can agree on which sets a neutral tone. » Poor: Your application to the Executive Skills Program has been rejected due to the following reasons: » Good: Because of the large number of applications we received for our Executive Skills Program, we have had to turn away many persons. We obviously underestimated the interest in our current subject. A new program is already being planned and we will send you information as soon as its available. Attention-Getting Statements first; – When you write a persuasive request (sales letter), begin with relevant statements that will induce the recipient to read further, as: » Did you know that up to half of all lower back pain is caused by sleeping on a too-soft mattress. In addition, back pain due to other causes can be made worse by sleeping on a poor mattress. We remedy that, our company has developed a new mattress and foundation that provides the kind of support your back needs! » So we blew it! That happens. But our wish is to meet your concerns immediately. Like within the next two weeks. Please read the enclosed flyer; we hope it responds to all your questions.

Beginnings and Endings (cont’d …) 2. Make the opening considerate, courteous, concise, clear: Immediately get your reader into the opening thought whether your message is good or bad news, a direct or a persuasive request. Emphasize the reader and focus on the positive aspects of your message. Use courteous language and avoid anything that might anger the reader. Keep the paragraph relatively short – five typewritten lines or less. 3. Check for completeness: Avoid opening with an incomplete sentence like: – – – Reference your letter (or put your letter) of May 9, concerning Saleem Sheik’s request for a transfer of funds. (Usually you should subordinate the date of letter you are answering unless including it is beneficial to the reader or to you or unless you need it for record keeping. Poor: As per your recent letter, we have shipped your order today by Federal Express. Good: Three bolts of Thai Silk, which you ordered on July 6, were shipped to you today by DHL.

Beginnings and Endings (cont’d …) • Opening Paragraphs 1. 2. 3. Choose an opening appropriate for the message purpose and for the reader: a. b. c. Main idea of good-news first for direct-request, neutral and good news messages. Buffer first for bad news messages. Attention getting statements first for persuasive requests. Make the opening considerate, courteous, concise, clear: a. b. c. d. e. Get reading into opening. Keep first paragraph relatively short. Focus on the positive. Use courteous, conversational language. Avoid unnecessary repetition. Check for completeness regarding: a. b. Sentence structure. Date of letter you are answering.

Beginnings and Endings (cont’d …) • 1. Closing Paragraphs: Your closing is likely to motivate the reader to act as requested if it is appropriately strong, clear and polite. Here you have the opportunity to bring final focus on the desired action and leave a sense of goodwill with the reader. What you say in the closing should reinforce the central purpose of your message. Make Action Request Clear and Complete with the Five W’s and the H: Whenever you are requesting action by your reader or by someone else, your closing paragraph will usually be more effective if you make clear what, who, when, where, why and how. a. What and Who? Clear statement of the action you desire your reader (or someone else) to take. Should the reader call your office for an appointment? Sign a card or a document? Etc. b. How and Where? Easy action. • • Include your phone number and extension if you want the reader to call you. Enclose a form (card, order, blank or questionnaire) and an addressed reply envelope (perhaps with postage paid) if you want the reader to furnish something. Give complete instructions regarding how and where if you do not include a form and envelope. State your office hours and location if you want the reader to come to you in person. Do you have a free parking lot? Where?

Beginnings and Endings (cont’d …) c. When and Why? Dated action; special inducement to act by a specified time. • • Name the date (the exact hour) whenever you need the reply a certain time. Tactfully state the reason you need it then perhaps to meet a report or printer’s deadline or to use in a speech you are giving at a certain meeting. When appropriate mention some benefits the reader will gain by prompt action. In the following example, notice how the vague action request is improved by inserting some or all of the W’s and the H: – – Vague: I look forward to hearing from you regarding this matter. Better: So that we can make appropriate arrangements for your visit, please call me at 555 -667 -898, ext. 11, before Friday, November 16, anytime between 9 am and 5 pm.

Beginnings and Endings (cont’d …) 2. End on a Positive, Courteous Thought – • • – • • • Include Any Apologies and Negatives Before Last Paragraph: Negative: I’m sorry we can’t be more encouraging at this time. Positive: We wish you success in your search for a position. Be Friendly: Offer to help the reader further if that is appropriate. Words like ‘please’ or ‘will you’ help soften commands. Good: If there is any further way we can assist you, please call (222) 111 -7867, Monday through Friday between 9 am to 5 pm. Poor: Send us your check today. Good: To keep your credit in good standings, please send us you check for $1000 today.

Beginnings and Endings (cont’d …) – Show Appreciation: Everyone likes sincere praise when earned. But do not thank people for doing something before they have agreed to do it. • Avoid: Thank you in advance for distributing these questionnaires to your employees. • Say: I will appreciate it, if you please distribute these questionnaires to your employees. – Occasionally Add a Personal Note: When unrelated to the subject discussed in the message, a personal note is appropriate, sometimes added as a last paragraphs, often handwritten. • Give my regards to your lovely family. I enjoyed meeting them during the October conference.

Beginnings and Endings (cont’d …) 3. Keep Last Paragraph Concise and Correct: Trim your last paragraph to five or fewer lines of complete sentences. Avoid trite expressions and unnecessary repetition. – Poor: Again, we thank you for your inquiry. Enclosed you will find a self-addressed, stamped envelope. Hoping to hear from you soon about your preference, I remain … – Better: Please fill out this form and return it in the enclosed envelope by (date). Then you can soon begin to enjoy the comfort at …

Beginnings and Endings (cont’d …) • Closing Paragraphs 1. Make your action request clear and complete with the five W’s and the H if you want your reader to do something: a. b. c. d. 2. 3. What and Who: Clearly state what action you desire and who should do it. How and Where: Make action easy. When: Date the action, if desirable. Why: Show reader benefit, if possible. End on a positive, courteous thought. a. b. c. d. Include any apologies and negatives before the last paragraph. Be friendly. Show appreciation. Occasionally add a personal note. Keep the last paragraph concise and correct. a. b. c. Avoid trite expressions. Omit discussion of trivial details. Use relatively short and complete sentences.

Composing The Message • Drafting your Message • Revising your message • Editing and Proofreading your Message

Composing the Message (cont’d …) • Drafting your Message: Your first draft is often the most difficult to write. The important thing is to get the most important information in your message on paper early. – When you have completed the five planning steps and considered your openings and closings, you are ready for your first draft. – No two people prepare their firs drafts the same way, some people write first drafts in a linear style, following their mental or written outline and moving from one point to the next. Others use a more circular style, putting their ideas down with a less fixed progression of points, data and organization. – Regardless of your style, the important thing is to get on paper (cassette recorder, word processor) the information you want in your message. – The next step is to polish the document, some of the world’s best writers believe their strength lies in revising and editing, the next two steps in writing.

Composing the Message (cont’d …) • Revising your Message: Revision means adding necessary and deleting unnecessary information, making sure your points are adequately supported, checking your organizational approach and reviewing your language in terms of the seven C’s. – After you finish the first draft of your message, you must evaluate its content, organization and style. The following are suggestions for revising: • • • Does your message accomplish its purpose? Have you chosen the most effective organizational plan? Are your points supported by adequate material? Is your language complete, concise, considerate, concrete, clear, courteous and correct? Have you used variety in sentence structure? – If you included unnecessary material, delete it. If you need additional information, get it. Change, move, add and delete as much information as you need to create an effective message. – The best writers confirm again and again that revision is the key to good writing.

Composing the Message (cont’d …) • Editing and Proofreading your Message: Editing and Proofreading are two important to ensue that your document has no mistakes in grammar, spelling, punctuation or word choice. Persons writing in a second language will find it helpful to read their written material aloud. – Editing your message involves checking all paragraphs for good topic sentences, examining sentences for sound structure and watching language for correct grammar, spelling and punctuation. – When you have edited your message and found it to be effective, you are ready for final proofreading. – Sometimes you will proofread your document several times to be sure that you have not missed any errors. Even minor mistakes, such as typographical errors, can reduce the effectiveness of your message and undermine your credibility.

ASSIGNMENT 3 • WESTERN LEADERSHIP STYLES • ASIAN LEADERSHIP STYLES