Essentials of Business

Communication

CHAPTER 2: PLANNING BUSINESS MESSAGES

 Objectives
• Understand 5 steps in communication process

• Understand the goals of business writing

• Analyze the pupose of messages and select the best

communication channel

• Understand writing techniques

• Develop additional expert writing techniques

The Communication Process
 Define Your Business Goals

• PURPOSEFUL

• ECONOMICAL

• AUDIENCE ORIENTED
 Determining Your Purpose

General Specific

Inform Outcomes

Timing and
Persuade realism

Collaborate Acceptability
 Profile Your Audience
• Primary and Secondary Members

• Size and Location

• Composition

• Knowledge Level

• Expectations

• Probable Reaction
Best Channel
 Choosing Right Media

Message Formality Media Limitations

Sender Intentions Urgency and Cost Audience Preferences

Organizing Information

• GET TO THE POINT

• OMIT ALL THE IRRELEVANT IDEAS

• USE LOGICAL GROUPING

• INCLUDE NECCESSARY DATA

Basic Message Structure

State Main Idea

State Major Points

Provide Evidence
 3-x-3 Writing Process
Prewriting Drafting Revising

•Analyze • Research • Edit for

background clarity
Situation • Proofread
•Anticipate and collect
information • Evaluate
the • Organizatio whether the
audience n message will
•Adapt information accomplish
message to • Draft first the
audience version
 Optimize your time
Spacing your time

25%

50%

25%

Prewriting Drafting Revising

 Expert Writing Techniques

• Spotlighting Audience Benefits

DON'T DO

Our warranty becomes effective only when we Your warranty begins working for you as soon
receive an owner's registration as you return your owner's registration

Always stress the benefit to the audience of whatever it is you are

trying to get them to do
• Developing the “YOU” View
Do not OVERUSE or MISUSE the second pronoun YOU
DON’T DO

You can not return merchandise until Customers may return merchandise with
you receive written approval written approval

Do not OVERUSE of the passive voice. Try to use active voice in writing because it
identifies who is doing the acting

DON’T DO

You will be given We will give you

• Be Conversational, but Professional
DON'T DO
BTW, your report was totally By the way, your report was well
awesome! written.

The undersigned requests that all Please return all performance

appropriately completed reviews by June 15.
performance reviews be returned to
the writer by the deadline of June
15.
• Be Positive rather than Negative
NEGATIVE POSITIVE
Your order can not be shipped by Your order will be shipped
January 10 January 15

• Expressing Courtesy

LESS COURTEOUS MORE COURTEOUS

Stewart, you must complete all Stewart, will you please

performance reviews by Friday complete all performance
reviews by Friday
• Bias Free Language

DON'T DO

Each employee had his picture taken Each employee had a picture taken

• Using Familiar Words

UNFAMILIAR FAMILIAR

Commensurate Equal
Interrogate Question

• Using Precise Words

IMPRECISE PRECISE

A change in profits a 25 percent hike in profits

 Negative Expressions and Their
Hidden Messages
• Negative Expression • Hidden Messages
You overlooked You are careless.
You state that But I don’t believe you.
You failed to What were you thinking?
You claim that It’s probably untrue.
You are wrong I am right.
You do not understand You are not very bright.
Your delay You are at fault.
You forgot Besides being inefficient, you are
stupid and careless.
 Derek Bankole
4 Waterway Drive
Peterborough
PC1 2MA

Sewing and Knitting

4 Castle Street
London
PC2 2MA
24 October 2019
Dear Sir or Madam,
Complaint about faulty goods 
I bought a sewing machine from you on 25 October 2015. I paid £229.99.
I now find the goods have the following fault:
The machine stops working after half an hour and won't work again for at least an hour.
Under the Consumer Rights Act 2015 goods you supply must be fit for purpose. As there
was a problem with the goods when I bought them, I request that you give me a full refund.
I have enclosed a copy of the receipt in support of my claim.
Please respond within 14 days of receiving this letter.
Yours faithfully
Derek Bankole
 Derek Bankole
4 Waterway Drive
Peterborough
PC1 2MA
J Bloggs
4 Castle Street
London
PC2 2MA

24 October 2019

Dear Sir or Madam,

Complaint about misdescribed goods 

I bought a Ford Focus 1.5 TDCi from you on 25 September 2017. I paid £10,900.

I now find the goods have been misdescribed. You described the item as having a mileage of 11,993
when, in fact, the mileage on the clock read 14,993 when I collected the car.

Under the Sale of Goods Act 1979 goods you supply must match their description. As the goods don't
match how you described them, I am asking you to compensate me for the difference in value
between what I paid and what the goods were worth. I am requesting £1,000.

I have enclosed a copy of the original advert for the item and a photo of the dashboard on the day I
collected the car in support of my claim.

Please respond within 14 days of receiving this letter.

Yours faithfully
February 21th
Dear Alan Thompson
Thank you for your letter from February 18 and for your interest in our products.
I am sorry to hear that you wont be able to attend our presentation on March but I hope we
can to arrange a later date. We're planning another presentation for April 11. I attach a
copy of our latest catalogue and prize list Contact me again if you need any more
informations.
I look forward to hear from you. Your sinsirely
Paul Jones