Composing Business Messages: Essentials of Business Communication 9e

Chapter 3
Composing Business Messages
Essentials of
Business
Communication 9e
Mary Ellen Guffey & Dana Loewy

© 2013 Cengage Learning ● All Rights Reserved
The Writing Process
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition Chapter 3, Slide 2
Phase 2 of
the Writing
Process
Phase 2: Researching
Formal Research Methods
▪ Search manually.
▪ Public library.
▪ Books, newspaper, magazine, journal.
▪ Access electronically via the internet.

▪ Go to the source.
▪ Conduct interview or survey using questionnaire, focus
groups.
Phase 2: Researching
Informal Research Methods and Idea Generation.
▪ Look in the files
▪ Investigate company files, records.
▪ Talk with your boss.
▪ Interview the target audience.
▪ Conduct an informal survey.
▪ Brainstorm ideas.
Phase 2: Organizing
Organizing involves two processes:
▪ Grouping
▪ Well-organized messages group similar ideas together.
▪ Ideas follow a sequence that helps the reader understand.
▪ Strategizing
▪ You must decide where in the message to place the main
idea.
▪ Thoughts must not jump from one to another.
Phase 2: Organizing
Title: Major Idea or Purpose
I. First major component
A. First subpoint
1. Detail, illustration, evidence
Format for an 2. Detail, illustration, evidence
Outline B. Second subpoint
1.
2.
II.Second major component
A. First subpoint
1.
2.
B. Second subpoint
1.
2.
Phase 2: Organizing
Title: How to Be a Good Communicator
I. Understanding Communication
A. Communication at Workplace
1. Professionalism
Format for an 2. Hard Skills and Soft Skills
Outline B. Communication outside Workplace
1.
2.
II.Types of Communication
A. Written Communication
1.
2.
B. Verbal Communication
1.
2.
Phase 2: Organizing
Tips for Making Outlines
▪ Define main topic in title.
▪ Divide the topic into three to five main points.
▪ Break the components into sub-points.
▪ Make each component exclusive (no overlapping).

▪ Don't put a single item under a major component.
▪ Use details and evidence to support sub-points.
Organizing DIRECT STRATEGY
Business
Messages Main idea comes

first, followed by
details and explanations
Explanation precedes
main idea
Organizing
Business
Messages INDIRECT STRATEGY
Effective Sentences
Use short sentences.
Sentence Length Comprehension Rate

8 words 100%
15 words 90%
19 words 80%
28 words 50%
Source: American Press Institute
Effective Sentences: Avoid three common sentence
faults
1. Fragment
Even though the pay was low. Many candidates applied.
Revision:
Even though the pay was low, many candidates applied.

Fragments can be identified by: although, as, because, even,
except, for example, if, instead of, since, such as, that, which
and when.
Effective Sentences: Avoid three common sentence
faults
2. Run-on (fused) sentence

Two candidates applied only one was hired.
Revisions:
Two candidates applied. Only one was hired.
Two candidates applied; only one was hired.
Two candidates applied, but only one was hired.
Effective Sentences: Avoid three common sentence faults
3. Comma Splice (two independent clauses joined by a

comma)
Many were qualified, Jeff was hired.
Revisions:
Many were qualified. Jeff was hired.
Many were qualified; Jeff was hired.
Many were qualified; however, Jeff was hired.
Many were qualified, but Jeff was hired.

Avoiding Fragments, Run-ons,
and Comma Splices
Poor: Improved:
You can create a Web-based You can create a Web-based
job portfolio it will impress job portfolio; it will impress
potential employers. potential employers.
Submit your résumé online. Submit your résumé online

When you apply for a job. when you apply for a job.
and Comma Splices
Poor: Improved:
Although technical skills are Although technical skills are
important. Communication important, communication
skills are also in great demand. skills are also in great
demand.
University used to be for young University used to be for young

people, however many older people; however, many older
students now seek degrees. students now seek degrees.
and Comma Splices
Poor: Improved:
Technology is changing the Technology is changing the
business world people are business world. People are
writing more messages than writing more messages than
ever before. ever before.
Technology is changing the

business world; people are . . . .
and Comma Splices
Poor: Improved:
Executives are busy, they Executives are busy. They
won't read wordy messages won't read wordy messages
and reports. and reports.
Executives are busy; they

won't read wordy messages
and reports.
.…
and Comma Splices
Poor: Improved:
Because most transactions Because most transactions
require a permanent record. require a permanent record,
Good writing skills are critical. good writing skills are critical.
Many job seekers prepare Many job seekers prepare

traditional résumés some also traditional résumés. Some also
use websites as electronic use websites as electronic
portfolios. portfolios.
Improving Writing Techniques
Achieve emphasis through mechanics.
Underlining:
Which of these methods do you prefer?
Italics and Boldface:

The use of boldface and italics captures the reader’s

attention.
All Caps:
Notice how EXPENSE-FREE VACATION stands out.
Achieve emphasis through mechanics.
Dashes:
Other methods–including dashes–may be used.
Tabulation: Listing items vertically emphasizes them.

1. First item
2. Second item
3. Third item
Develop parallelism, balanced construction.
Match nouns with nouns, verbs with verbs,
phrases with phrases, and clauses with clauses.
Poor Parallel
Training sessions Training sessions
have been stimulat- have been stimulat-
ing and a challenge. ing and challenging.
(Matches -ing verbals)
Develop parallelism.
Poor Parallel
We are very We are very

concerned with the concerned with the

quality of raw quality, location, and
materials, where transportation costs
they are located, and of raw materials.
how much it costs to
transport them. (Matches nouns)
Develop parallelism.
Poor Parallel
Serena takes the Serena takes the

telephone orders, telephone orders,

Matt locates the Matt locates the
items in the ware- items in the ware-
house, and the house, and Yolanda
items are sent by sends the items.
Yolanda. (Matches active-voice verbs)
Revising to Improve Parallelism
Poor: Improved:
Our knowledge management Our knowledge management
system focuses on the system focuses on the
collecting, storage, and collecting, storing, and sharing

sharing of best practices. of best practices.
Poor: Improved:
The fall seminar is in The fall seminar is in
September, January is September, the winter seminar
scheduled for the winter is in January, and the spring

seminar, and April is the month seminar is in April.
of the spring seminar.
Poor: Improved:
We are pleased to recommend We are pleased to recommend
Elizabeth because she has Elizabeth because she is
sincerity, she is reliable, and sincere, reliable, and diligent.

she works with diligence.
Drafting Powerful Paragraphs
A paragraph is a group of sentences about
one idea. Paragraphs are most effective
when they contain:
 A topic sentence
 Support sentences that expand and

explain the main idea
 Techniques to build coherence
Achieve paragraph coherence.
Guide your audience from one thought to

another by using one of these devices:
 Repeat a key idea or key words.

Next month we plan to launch a promotion
for our new Facebook page. The
promotion will involve several social
media campaigns.
 Use a pronoun.
LinkedIn is a popular site for

business professionals. They see

it as a place to network and
establish career connections.
 Use an appropriate transitional
expression.
Time Association
before, after
first, second
meanwhile
next
until
when, whenever
expression.
Contrast Cause–Effect
although consequently
but for this reason
however hence
instead therefore
nevertheless
expression.
Additional Idea Illustration
furthermore in this way

in addition for example
likewise for instance
moreover
similarly
expression.
Next month we plan to launch a promotion for

our new Facebook page. The promotion will
involve several social media campaigns.
Furthermore, the promotion will continue on
traditional media such as television and print
media.
TIP: Paragraphs
with eight or fewer
printed lines look

inviting and readable.
END
Essentials of
Business
Communication 9e
Mary Ellen Guffey & Dana Loewy


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Chapter 3

Composing Business Messages

Mary Ellen Guffey & Dana Loewy

▪ Access electronically via the internet.

▪ Talk with your boss.

▪ Interview the target audience.

▪ Conduct an informal survey.

▪ Make each component exclusive (no overlapping).

Messages Main idea comes

Sentence Length Comprehension Rate

Source: American Press Institute

Even though the pay was low, many candidates applied.

2. Run-on (fused) sentence

Two candidates applied; only one was hired.

Two candidates applied, but only one was hired.

3. Comma Splice (two independent clauses joined by a

Many were qualified. Jeff was hired.

Many were qualified; Jeff was hired.

Many were qualified; however, Jeff was hired.

Many were qualified, but Jeff was hired.

Submit your résumé online. Submit your résumé online

University used to be for young University used to be for young

ever before. ever before.

Technology is changing the

and reports. and reports.

Executives are busy; they

Many job seekers prepare Many job seekers prepare

Italics and Boldface:

The use of boldface and italics captures the reader’s

Tabulation: Listing items vertically emphasizes them.

We are very We are very

concerned with the concerned with the

Serena takes the Serena takes the

telephone orders, telephone orders,

collecting, storage, and collecting, storing, and sharing

scheduled for the winter is in January, and the spring

sincerity, she is reliable, and sincere, reliable, and diligent.

 Support sentences that expand and

Guide your audience from one thought to

 Repeat a key idea or key words.

LinkedIn is a popular site for

business professionals. They see

furthermore in this way

Next month we plan to launch a promotion for

printed lines look

Mary Ellen Guffey & Dana Loewy

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