CH AP T E R 5 Writing Business Messages 171

The titles of the major sections

of the website demonstrate a
focus on the audience: Sell Your
Music, Boost Your Income, and
Promote Your Music.

Sentences such as “Your music

can generate more money than
you may’ve realized” speak
directly to the concerns shared
by all professional musicians.

Headings and subheadings are

clear, concise, and focused on
reader concerns.

Cdbaby
Each of the important topics on
this page is introduced with a
brief overview that helps readers
get oriented. Anyone who wants
more information can easily
find it via the Learn More links.

Figure 5.1 Fostering a Positive Relationship with an Audience

CD Baby, the world’s largest retailer of independent music, uses clear, positive language to help musicians understand
the process of selling their music through the company and its affiliates. By making the effort to communicate clearly
and succinctly, the company encourages a positive response from its target readers.

MAINTAINING STANDARDS OF ETIQUETTE

Good etiquette shows respect for your audience and helps foster a more successful envi-
ronment for communication by minimizing negative emotional reactions:
Instead of This Write This
Once again, you’ve managed to bring Let’s review the last website update to explore ways to
down the website through your incom- improve the process.
petent programming.
You’ve been sitting on our order for two Our production schedules depend on timely delivery of
weeks, and we need it now! parts and supplies, but we have not yet received the order
scheduled for delivery two weeks ago. Please respond
today with a firm delivery commitment.

Naturally, some situations require more diplomacy than others. If you know your Use extra tact when communi-
audience well, a less formal approach may be more appropriate. When you are communi- cating with people higher up the
cating with people who outrank you or with people outside your organization, an added organization chart or outside the
measure of courtesy is usually needed. company.
With written communication and most forms of digital communication, pay extra
attention to tact. When you’re speaking, your words can be softened by your tone of
voice and facial expressions. Plus, you can adjust your approach according to the feed-
back you get. However, if you inadvertently offend someone in writing or in a podcast,