Unformatted text preview: The Process Of Preparing The Process Of Preparing Effective Business messages Five Planning Steps Five Planning Steps Identify Your Purpose Analyze your Audience Choose your Ideas Collect your Data Organize your Message Identify Your Purpose Identify Your Purpose Analyze Your Audience See your message from your receivers point of view: Their needs, interests, attitudes, even their culture Collect Your Data The idea you include depends on the type of message you are sending, the situation, and the cultural context. Be sure to collect enough data to support your ideas; Check names, dated, addresses, and statistics for precision. Choose your Idea Choose your Idea Organize Your Message Organize Your Message Outline your message Organizing your material before writing your first draft can prevent rambling and unclear message Basic Organizational Plans Basic Organizational Plans
Direct (Deductive) Approach Indirect (Inductive) Approach Direct (Deductive) Approach Direct (Deductive) Approach
DirectRequest Plan 1. Main Idea a. Request, main statement, assertion, recommendation, question b. Reason, if desirable 2. Explanation a. All necessary and desirable details and data b. Numbered questions, if helpful c. Easy reading devices 3. Courteous close, with motivation to action 3. Courteous close, with motivation to action a. Clear statement of action desired b. Easy action, dated when desirable c. appreciation and goodwill GoodNews Plan 1. Best news or main idea 2. Explanation a. All necessary and desirable details and data b. Resale material c. Educational material d. Sales promotion material 3. Positive, friendly close, including, if 3. Positive, friendly close, including, if appropriate: a. Appreciation b. Clear statement of action c. Appreciation and desired, if any d. Easy action, dated when desirable e. Offer of further help, reader benefits BadNews Plans 1. Buffer (pleasant or neutral statements, reader oriented) 2. Explanation a. Necessary data, tactfully stated b. Pertinent favorable, then unfavorable acts c. Reader benefit reason 3. Decision (implied or expressed) along with offer of additional help or suggestions 4. Positive, friendly close a. Appreciation Indirect (Inductive) Approach Indirect (Inductive) Approach b. Invitation to future action desired c. Easy action, dated when desirable d. Willingness to help further e. Reader benefit and goodwill Persuasive Request Plan 1. Attention a. Reader benefit b. Readerinterest theme 2. Interest a. Descriptive details and data b. Psychological appeals c. Reader benefit 3. Desire a. Statement of request b. Supporting data to help create reader’s desire to grant request 4. Action a. Clear statement of action b. Easy action, dated when desirable c. Special inducement d. Reader benefit Beginnings and Endings Beginnings and Endings Opening Paragraphs Closing Paragraphs 1. Choose an opening appropriate for the message purpose and for the reader a. Main idea or goodnews first for direct request, neutral, and good news messages. b. Buffer first for badnews message. c. Attentiongetting statements first for persuasive requests. 2. Make the opening considerate, courteous, concise, clear. a. Get reader into opening. b. Keep first paragraph relatively short. c. Focus on the positive. Opening Paragraphs Opening Paragraphs d. Use courteous, conversational language. e. Avoid unnecessary repetition. 3. Check for completeness regarding: a. Sentence structure. b. Date of letter you are answering. Closing Paragraphs 1. Make your action request clear and complete with the five W’s and H (how) if you want your reader to do something. a. What and who: Clearly state what action you desire and who should do it. b. How and where: Make action easy. c. When: Date the action, if desirable. d. Why: Show reader benefit, if possible 2. End on a positive, courteous thought. a. Include any apologies and negatives before the last paragraph. b. Be friendly. c. show appreciation. d. Occasionally add a personal note. 3. Keep the last paragraph concise and correct. a. Avoid trite expressions. b. omit discussion of trivial details. c. Use relatively short and complete sentences. Composing the Message Composing the Message Drafting Your message Revising Your message Editing and Proofreading Your Message Revising Your Message To get the most important information on the paper early. Linear style Circular style Adding necessary and deleting unnecessary information Make sure your points are adequately supported Checking your organizational approach Reviewing your language in terms of the seven C’s Drafting Your Message Drafting Your Message Editing and Proofreading Your Editing and Proofreading Your Message Editing and proofreading are important to ensure that your document has no mistakes in grammar, spelling, punctuation, or word choice. END END ...
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This note was uploaded on 11/14/2010 for the course MARKETING 234 taught by Professor Arshad during the Spring '10 term at IMSciences.
- Spring '10