Approach: Direct or Indirect? Objectives: 1) To determine how readers wil respondto the core message of business correspondence, 2) To structure business correspondence that always evokes @ posiive response from the reader by using the corract approach 3 tools that will change the way you write ‘To answer the needs of your readers, you need the proper toos to help yo with your business wrfing. Three fools that we wil discuss and use are pproach * Helps you structure your message * Gets positive responses from readers ontent * Helps you become reader-focused * Includes what readers want to read 4 Ae one + Helps you develop a flexible style + Emphasizes politeness to readersThe ACT Attack: Using Business Writing Tools jectives: 1) To combine Aporoach, Content, and Tone ina five-step process for iting elective business correspondence. 2) To analyze business writng situations and design your reply ‘according to the ACT Attack TT ee Every time you wite a business letter, fax, or meme, go through this simple fve-step process so'jau know exactly how to gel the desired response from your reader. ‘Ask yourset: 1. What is my message? “Think about the message you want to send to your reader ins simplest form Concentrate only on te main lea tat your reacer must know. Wrie lt down in eight ores or ess 2. How will my reader respond? Determine precisely how you expect your reader wil fay. Go further than a simple “postive” or negative”. Pract the exact emotion your message wil evoke and determine whether thats the response that you want your teader to have 3. Should my approach be direct or indirect? Ht your message gets the response you want, maximize it with direct approach. If the response snot what you wart, change it with an indirect approach, Aways write wih your target response in rnd 4, How will “you-focus” techniques affect my content? Decide how to begin your letter with you" and concentrate on you-focused fentences. Think about pesiwve ideas that your eader wil apreciate. Include benefits that your reader wil be looking fr 5. Which elements of style will set the correct tone? Decide the extent to wich you need to focus on sincerity, simplicity, courtesy, coherence and correciness, Emphasizing one of two ofthe elements over others wil change your toneDesigning your reply Workshop, ‘The following letters require repos. Use the ACT Altack tohelp design what your reply will cantan, Use tha chart provided Letter Solar*light as 776 Soon Puc 95100 Kaclo Lumbar Tok (08) 2185-3098 Fax: (03) 2195-2045 12 Shptember, 208%. Ms, Shanti Kumar Seles Manager The Concorde Hotel Jaan Stan sma 50250 Kuala Lumpur Dear Ms Shant Kumar We were dismayed by recent reports in Greenpeace Monthly ofthe Concorde’ responsible environmental recordin the development and ‘managernent of he Concorde Beach Resor in Sanu Bal Surely an Intemational hoe hain wih reputation suc as that ore Concorde should understand the envionment eects of dumping wastewater directly int the cosa ‘We re sory tat we are urabe to support companies that fi to take vironmental esponsibility. Please remove otr comps nme from your Prefered Corporate Listing as we wil be taking ou fur business clewhere We sincerely hope tht our action las you to revat yur activity. Yours sincerely, KY. Lim Director, Solertlight Sdo Bhd ‘Although tis eter from Solaright brings distressing news, there is actually no truth to the rumor about the Concorda's dumping wastewater direc into the oveneer Use a direct approach whan you can expact a positive (or neutral) response to your message from your readers. Do this by puting the message night up font Example 4: The Direct Approach YAMAHA MUSIC (M) S/B 356 Jalan Pasir Path Hay FairPark 31060 ph, Perak 17 Regus, 20% Sales Manager Xerox (M) San Bhat 2a alan $$2/00 {48300 Petaling Jaya, Selangor Dear Sittadam, ‘Subject Purchase of copy machine, ur office is planning to purchase @ copy machine to serve the needs ‘of four sales representatives. We are interested in what you have _2valable for under RMT. 500 that best meats the follwing erteria 41. Must be able to reproduce the half tones on our or 2. Must be capable of very high quality production ‘3 Must beable to handle AS and AA paper. forms, ‘We would also be interested in discussing service contacts and the ost of options, such ae the ably to make transparencies, if you have something that meets our criteria, would you ask a sales representative fo make an appointment with us? We would like to ‘make our purchase within the net four weeks, so the sooner you con- tacts, the beter. Tank you. Sincerely yous, Lee Lian See ffce Managerew eae ero Use an indirect approach when you can expecta negative response to your message from your readers. Example 2: Tho Indi Parkson Grand the atria, 49550, petaling jaya, selangor 12.hy, 208K Mr Jo J. Hagedom #7 Lorong Rati Kaji 12 Taman Tun Or small, 60000 Kuala Lumpur Dear ir aged, ‘Wilco to Malaysia! And thank you fr choosing Parkson and as your ace shop, In order to maintain fires fora ur customers, wo analyze closely the employment and creat records of all our creat appears. Since you have just ‘moved to Malaysia and, understandably, have yet oestblsh a cred recor her, we fe we can serve you best on acash bass, Nay longtime foreign resident in Malaysia have fund that our sl items anc easy Layaway pan ‘make Parkson Grand the best shopping plac in town. ‘We would be delighted to review your application once you have fished your Job search, We fe cet you wil prosperin Malaysia! Yours sincerely, ‘mir Usmarudin Credit Managererie youd yoeupuy pesvoig e003 ammun poysaiauun — paseardsig eanisog eANON aaneBon “asuodsay “esuodsai aayisod e aziWIxeUl 0} yseoidde joouip & asn aBueyo 0} yoeoudde yoen1puy ue esn Yyaeosdde 3991109 ayy buisf|WRITING PRINCIPLES STILL APPLY ‘This section looks at the writing skills used by people ereating documents online Many online applications - database entries, Microsoft Outlook, web page creation and email - let the writer ereate, send, read and store written messages Database entries should be suitable for retrieval at any time by anyone. They should hoe Tear and easy to understand because they are records. Database entries may be used in different ways and processes - for example, fo: billing on invoices or for the Jong-term storage of details such as alist of heritage properties that are posted on the World Wide Web, Information should always be cited accurately so that other users ‘can trace original source. Microsoft Outlook is designed to manage contacts and communication with coriacts. The package brings together sevetal applications that used to be sgparate, for example calendars, contacts and email. Features such as the tasks, journal and note sections allow people to communicate in writing, ‘TEN COMMON ERRORS WHEN WRITING 1. Responses that are insensitive to the receiver's level of computer knowledge. 2. A discourteous or over familiar tone. 3. Obscure, unfamiliar words and jargon. 4. Hasty esponses under the pressure of ime 5. Negative, pessimistic content 6. Routine openings that sound insincere 7. Lengthy sentences, very long paragraphs, or long sections of unbroken text 8 Forgetting to add your name tothe email address; for example xyz@abe.net 9. Forgetting to explain the desired result 10, Assuming that the receiver checks for email as regularly asthe sender does. Writing skills are important for those who use electronic communication channels because these channels affect business efficiency. Regariless of whether the message is sent internationally or to the person at the next desk or office, the message must still be courteous and easy to understand.WRITING PRINCIPLES STILL APPLY Writers using electronic communication need to pay special attention to planning, writing and editing their message. In the rush to respond immediately they may omit fone or more of these steps. Often the result is a poorly structured and formatted document that is unlikely to achieve its intended message. ELAN | any piece of writing, whether online or not, it is important to consider its purpose and likely effect on the receiver. Keeping the main objectives in mind helps the vaiter to convey a clear message and retain the goodwil of the reader. In the plannfhg stage complete the following four steps: Decide on the purpose. Decide on the content. ‘Write all the ideas in point form. Put these ideas into a sequence appropriate to the purpose, Skilful writers use these steps automatically and do not make these common errors as, indicated above, WRITE ‘No matler how sophisticated the computer software and network, people must still \write words, sentences and paragraphs. A plain English writing and a courteous tone are recommended. A logical structure also helps to create a message that is easy to tunderstand. Some of the elements of a good online writing style are shown below.WRITING PRINCIPLES STILL APPLY Elements of a good online writing stvle KEY ELEMENT [PURPOSE [STRATEGIES San ts Grete Snglened weaagS Wiener comarca [post cay pen the email mestage with etenc hat chr + Connects ito previous comespndene, or 1 Tdente epere {ale an event of the reader's ns | , Focus en he sect an purpose | \ em Present ne ie clo Arrange ideas ina ial sequmnee Reaabiy ~~] Toimake | Uae sau 090 sorts peace La intonation | arberttns toon he cote Use complex sentences of 25 to 35 words sparingly as they require a high level of reading skill. Vary the length of sentences to add rhythm and interest to your writing Use the active voice. Avoid slang. Remove ambiguous and unnecessary words. Avoid technical terms unfamiliar to the reader. Positive Language To create a positive first impression. Use direct and courteous language. Choose positive rather than negative words.WRITING PRINCIPLES STILL APPLY Punctuation To keep the [Start a sentence with a capital and end with a meaning clear. | fall stop. (Check that the sentence is not too long, Separate ideas by using paragraphs, In general, use more full stops than commas. Paragraphs To organise Use an average paragraph length of about information _| three or four sentences around one idea. Avoid breaking up a point that should be presented as.a complete unit in one 4 paragraph. Create short parsgraphs that are easy to read Occasionally, lela sentence stand alone, for extra emphasis, Tone To establish the | Avoid emotional responses (called “laming” ‘communication | in ITs), climate. Use a courteous and tactful tone. Use an appropriate level of formality Regardless of whether a piece of business or academic writing is prepared on paper or on a computer, it should be as objective as possible. When you offer an opinion, distinguish it clearly from what you present as fact. Assume a piece of written online communication is permanent. It may be archived for years on disc to reappear later in either formal or informal print media in a situation unrelated to its original purpose. Some reveivers print all the email messages they receive and file and index them for ease of retrieval and reference late. in Always read through your written message before sending it online, This gives you ih the chance to remove any rude or hostile comments erated by you or others on the spur of the moment.WRITING PRINCIPLES STILL APPLY ‘The term “flaming” is the term for expressing emotions in an electronic message. Experienced users learn to recognise their own flaming, and they know when to delete it. Editing helps you to concentrate on the objective, factual content of your message before you send it online. EDITING AN ONLINE DOCUMENT. Zz é UNSURE Haye I considered the receiver's: = viewpoint? = experience? = nowiedge? + need? * position in the company? = cultural differences? + technology? Have I presented: * a clear purpose statement? = alogical order of information? ‘+ an appropriate, concise and complete message? = aclear, readable writing style? positive language? + paragraphs focused on one idea? * a courteous-and confident tone? 90000 OOO goooggdg ¢ OOOO0 000 ooocoooa QDO000 000 s8oogooog + carefully edited work, using spellchecker and grammar check?WRITING PRINCIPLES STILL APPLY YES -NO_UNSURE Have I met: * the reader's need to understand the ooo information? * the document’ purpose? oag + the witer’s need to convey particular Dog information? ACTION LIST | EXAMPLE OF ACTION] ACTIONS 1 CAN TARE AT WORK OR STUDY IN FUTURE 1 can use an intranet 10 share infornfation on ‘word-processing files, database spreadsheets and other software applications 1 use a business writing style for intranet and Internet I use search engines to research on the World Wide Web T communicate by email 1 use all the required layout parts of an email message J organise my information for an email message 1 can write a persuasive ‘message to make either an emotional appeal, an objective appeal, or an appeal to authority T use the AIDAC formula to structure a persuasive message1 can use the six elements of 2 good online writing style WRITING PRINCIPLES STILL APPLY edit my online documents gE CTRONIC COMMUNICATION “Ithas been suggested that email Of the strategies that email wri readable, is reviving the art of writing.” Discuss some rs can use to make their messages more Explain what skills people need to research, send and receive business inforiyation through online sources. Prepare an email message to a colleague that cutlines the steps required for conducting a search online. Use the following headings in the body of the message: = Pick the search engine. Learn how to use the search boxes on the site. © Choose the key words carefully = Widen and Narrow the search Use more than one search engine, Edit your email message by using the Editing an Online Document Checklist. Locate a single page of a web site. Apply the criteria in the Checklist to assess and edit the page. Suggest how the page could have been designed better and how you could improve the written message Work in small groups to discuss this statement, “To those online, email offers a general and often substantial improvement in productivity and access to information’. Wher the discussion is finished, work individually to prepare an email message that outlines the advantages that email offers. ‘What are the advantages and disadvantages of erail? How ean you avoid the disadvantages? Work in small groups to discuss the following and to prepare an email ‘message presenting your conclusions, ‘The importance of electronic communication channels. ‘The impact that these channels make on commerce. How electronic communication channels have changed the way people communicateEmail 2 ‘SUBJECT: In response to your last message HE Johan, Unfortunately, that one isnt availabe ight now. However, if you tk, wo can arrange to have the other one by then. "cal hie and arrange to cond it ther, ‘Would that be okay? Email 3 SUBJECT: Re: Straits Timber meeting this afternoon >See, >I found out about the contract meeting at Strats Tinber Holdings this >aitemoon fom Aisha. Did you forget to natily me? Should | propare >to attend? >Please get back to me ASAP, Vey, | checked with Mr Lee and he confirms that its not necessary fr you to be atthe meeting You can take a nice breakin your office this afternoon instead, saaWRITING SKILLS > WRITING MEMOS Writing Memos ‘What is a Memo? ‘The term Memo (short description for Memorandum) is used to describe the standard format of internal communication which a1 Organisation uses for its own personnel. A memo may communicate information, explain new procedures, announce changes, make requests, confirm results, offer advice or instructions, Memos are rarely sent to other Organisations, although government departments, ‘may use them fo communicate with other governmen: departments or authorities. 4 Short reports collect and communicate different types of information to a variety of people within and outside an Organisation. Thei- main purpose is to provide objective information to support ideas or proposals, to inform people about the progress of a project, orto present information periodically. ‘The Systematic Approach As a writer of memos and short reports, your purpose may be to inform people or to encourage some action. Your readers may or may not be aware of the issue already. The contents may vary from simple to complex. You should organise the memo and short report in a way that helps the reader to grasp the main points quickly. This is best achieved by a Systematic Process: a) Researching b) Planning and Structuring ©) Writing 4) Editing ‘Throughout this Process you will need to epply your thinking and analytical skills. ‘The Memo Format ‘The parts of a Memo parallel those of a business letter. However, they are fewer and simpler, and dispense with some of the courtesies of the letter.WRITING SKILLS -> WRITING MEMOS 1s of a Memo Format As the Memo is an internal means of Communication and less formal than a letter, there is no need to include an inside address, greeting, complimentary close or full signature. The 4 headings that a Memo usually ircludes are: ‘To, From, Date, Subject’ as indicated in the following 5 Samples. The headings “To? and ‘From’ clearly identify the receiver and sender of the memo ‘To usually precedes ‘From’ a a courtesy to the receiver. The subject line indicates the topic of the memo; for example, ‘Delivery Schedules for February’. Keep the title informative but brief ‘The body of the Memo carries a clearly structured message, which is often written in short numbgred paragraphs, The body, including the subject sentence, should be blocked to the Ieft margin. Write in plain English to present reader's with -= objective, factual description of the topic. Advantages of a Memo As a Memo is a written form of Communication, it has 4 advantages over the spoken word. 1. Itreaches a large number of people at the same time, 2. Itprovides a written record for fling and refererce. 3. Ttallows the writer to convey detailed or difficult information logically and accurately. 4, It can indicate, by a company letterhead, that its information is part of the Organisation’s Procedures.WRITING SKILLS -> WRITING MEMOS Writing a Memo Memos vary enormously in length and complexity. Some make brief, routine ‘announcements; others present complicated or sensitive information. Any memo, however, warrants the following 4 Steps: Identify the subject Select and organise your information Write simply Use a suitable tone Types of Memos ‘Memos are used often, for many purposes ~ for example, to request, authorise, instruct, or acknowledge. In cach instance, the nature of the message and the writer's purpose determine the structure of the memo, Here are S examples of Routine Memos and sets out some guidelines for producing them. Instruction Memo Request Memo Announcement Memo ‘Transmittal Memo Authorisation Memo1 WRITING SKILLS — WRITING MEMOS Instruction Memo The objective of the instruction memo is to give your receivers all es information they need for carrying out the instructions eonfidert!y. The shown below wil probably achieve this aim because it works well for seve reasons. Its style is simple and direct. The instructions are logically ar that they stand out clearly: Introduetion, Main Point, Secondary i and Action. ‘The tone is pleasant and it includes ail the necessary details, INSTRUCTION MEMO, MEMORANDUM To All Personnel From: Tan Ah Kow, Administrative Manager Date: 5" February, 2002 Subject : Operating Instructions for a New Copying Maching Introductic ‘Anew photocopier has been installed in the general office. All| Mfain Point Personnel are welcome to use it. To ensure the copier’s working order, itis. important to keep the following procedures in mind: * Use the machine for no longer than 30 minutes ata time. Secondary * After use, allow the machine to cool for at least 5 Informatio minutes, * Make sure the switch is tumed off after use, Please contact me if you have any questions about the machine, ActionWRITING SKILLS — WRITING MEMOS Request Memo The aim of the Request Memo is to ask the receiver for certain information or action. ‘The Request Memo seen in the sample tells the receiver clearly and precisely what is required. Itis arranged in the following way: first, the Main Point, then the Secondary Idea or Deiail, then the Action required REQUEST MEMO ‘MEMORANDUM To Section Heads From: George Lee, Operations Manager Date: 15" January, 2002 Subject : Planning of Work Schedule February to April Work schedules for February to April are now being prepared ‘To help us plan these in a way that will suit ll sections, please Tet me have the holiday schedules for all your people in your Section by 24* January, 2002. Main Poi Second Ede: ActionWRITING SKILLS -> WRITING MEMOS Announcement Memo ‘The Announcement Memo provides information. It follows the Organisation method suggested for writing good news letters. The Announcement comes first, followed by the Secondary Details or Information, and then comes the required Action. A sample of an Announcement Memo is shown below. ANNOUNCEMENT MEMO MEMORANDUM To All Personnel From ; Ahmad Johari, Personnel Manager Date: 1* April, 2001 Subject: Staff Discounts Employees are entitled to a 15% discount on our products at any of our shops. ‘To obtain a discount, simply present your discount card so that your staff number is keyed in each purchase. You may collect your employee discount at my office. Announee Secondary P ‘ail ActionWRITING SKILLS -> WRITING MEMOS. ‘Transmittal Memo ‘The Transmittal Memo is the cover note that accompanies a more formal or lengthy message. In the sample, the memo accompanies the Statisties on staf absenteeism requested by the receiver. It introduces the reader to what follows: the full details and the Action required TRANSMITTAL MEMO MEMORANDUM To: Mr Henry Chan From: Jenny Tan, Human Resources Manager Date: 14" May, 2001 Subject : Statistics on Staff Absenteeism Main Point ‘The statistics on staff absenteeism which you sequested for are attached. ‘These figures are for the last three years. A table projecting, absenteeism for the next quarter is also attached. If you would like to discuss the statistics, my telephone extension, is 2345, Secondary Details Please forward me a copy of the report you prepare from ‘these statistis. ActionWRITING SKILLS > WRITING MEMOS Authorisation Memo ‘The Authorisation Memo gives someone permission or authority to do something. It presents the Background Information first, then the Main Point, and finally the Secondary Details and Aetion. (see below for the Sample) AUTHORISATION MEMO MEMORANDUM. To Richard Wong From): Muthusamy Date: 1" March, 2001 Backgrou Subject Purchase of Accounting Computing Packages, Tnformati Your findings identified inadequacies in our computing packages. Your proposal indicated two new packages suited to our current and projected needs, Main Poir Action I. Please order these packages from the supplier nominated in the | Action proposal and arrange for their installation on our terminals as soon as possible. 2. Could you organise and be involved in training for each of our computer operators? 3. Please see me some on Thursday to arrange a reduction of ‘your regular duties to give you time to complete the project. In all Memo Examples presented so far, the information is direct, si and concise. Each one is brief: it clearly outlines of all that is necessary, but no more. This approach encourages prompt action, Sometimes, however, your memos will be more complex and much longer. ‘Whatever the length or complexity, it is always important to set out your information clearly and logically and to coavey it in simple, suitable language. Do this and your memo writing will be successful