Persuasion

• In his work, Aristotle identified three methods

by which people can be persuaded:
– Ethos : an appeal based on credibility
– Paths: an appeal based on emotion
– Logos: an appeal based on logic
• Fact: which is indisputable true
• Inference: which is probably true
• Opinion: which is possibly true

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 Editing
• Editing for Content: draft an attention-
stopping beginning, a middle section that
logically lays out your message, and an ending
that either drives your key point home or urge
your reader to action.

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 Editing for Style

• Forceful
• Passive
• Personal
• Impersonal
• Colorful
• Colorless

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Sometimes its better to be B&W !

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Other Important Factors in Styling

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 Tightening and Sharpening sentences

• Every word and every sentence should add

value for the reader;
• Do not use words that your readers may not
understand;
• Give your sentences a logical structure;

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 Editing for Accuracy
• Double checking typos, ambiguous
statements, misspellings and errors of fact.
• Look for grammatical gaffs, errors in
agreement, number, person, gender and
tense.

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Writing a routine messages

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 Writing Effective Memo
• The memo – short for memorandum – is the most
common form of intra-organizational communication.
• Might have different length ( from a page to several
ones)
• Might have more than one recipients and hence
requires planning.
• Announcement of the hiring or departure of
personnel, introduction of a new policy, a reminder to
someone on what they should do are some of the
most common purposes of sending a memo.
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 Why we need memos
• To request something from someone/ other
departments.
• Making claims and requesting adjustments.
• Providing good news/ bad news

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 Principles of writing memo
• Use direct statement of the request:
– Use the direct approach, since your audience will
respond famously to your request.
– Phrase the opening clearly and simply so that the
main idea cannot be misunderstood;
– Write in a polite, undemanding, personal tone
– Preface complex request with a sentence or two
of explanation.

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Principles of writing memo (contd.)
• Justification, explanation, and details
– Justify the request, or explain its importance.
– Explain the benefit of responding.
– State desired actions in a positive and supportive manner
(not negative or dictatorial)
– Itemize pats of a complex request in a logical or
numbered series. List specific questions that you cant
answer through your own efforts.
– Limit any question to one topic
– Word any questions to get the type of answers you need.

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Principles of writing memo (contd.)
• Courteous close with request for specific
action:
– Courteously request a specific action
– Make it easy to comply by including your contact
information, namely, name, address, phone, email
etc.
– Indicate gratitude
– Clearly state any important deadline or time frame
for request.

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 Parts of an official memo
• Date:
• To:
• Cc: / Through:
• From:
• Subject:
• Opening
• Body
• Close
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 SAMPLE MEMO TO REQUEST A VISITING SCHOLAR APPOINTMENT
FROM THE PROVOST’S OFFICE
Date: [Today’s Date]
To: Provost Perrin
From: [Dean]
RE: Request for Appointment of Visiting Scholar

Paragraph I – Basic Information

The [Department Name] requests a [type of appointment: postdoctoral researcher, associate
professor, etc.] for [name of visiting scholar], [title of visiting scholar in home country and name
of home country institution]. The duration of [visiting scholar] visit will be from [appointment
begin date] to [appointment end date].

Paragraph II – Purpose of Visit

[Visiting scholar] will be collaborating with [faculty sponsor] on the following project: [brief
description of the project]

Paragraph III – Financial Sponsorship (for Paid Position)

The [department and/or faculty sponsor] has secured sufficient funds to support [list what the
department will be providing: salary, living expenses, etc.]. The sources of these funds are as
follows: [list the sources, such as grants, etc.]. Other funding which will be used to meet the
minimum amount for inviting an international scholar as required by the International Programs
Center comes from [list other sources, such as personal funding, private funding, salary from
home institution, etc.]. 23
Writing Memo

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 Routine requests
• The direct style presents the major idea first,
followed by needed details.
• Use an indirect approach when you present
any negative news or anticipate reader
resistance.

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 Routine requests ( cont.)
• Major idea first: use a direct question, polite
request or statement to present your request.
• Do not ask more questions than are necessary.
Make the questions easy to answer.

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 Routine requests ( cont.)
– Do not ask more questions than are
necessary. Make the questions easy to
answer.
• NOT: please explain the features of your interact word
processing programme.
• BUT: Does your interact word processing program word
processing programme me automatically number lines
and paragraphs?

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 Routine requests ( cont.)
– Explain why you are making the request.
– If possible, show how others benefit from
your receiving the requested information.
• Will you please help us serve you better by
answering several questions about your
banking needs. We are building a branch bank
in your neighbourhood and would like to make
it as convenient for you as possible.

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 Replying to routine memo
• Initial statement of the good news or main
idea:
– If message is mixed, start with the good idea;
– Respond promptly.
– Convey an upbeat, courteous and you-oriented
tone

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Replying to routine memo (contd.)
• Middle, information section:
– Imply/ express interest in the request, or provide details of the good
news.
– List all information in an orderly manner
– If possible, answer all questions and requests in the order posted.
– Indicate what you have done and what you will do.
– Include any necessary details or interpretations that the reader may
need in order to understand yours answer.
– If you cannot comply with part of the request ( perhaps because the
information is unavailable or confidential), tell the reader why and then
offer other assistance.
– Embed negative statements in positive contexts or balance them with
positive alternatives.

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Replying to routine memo (contd.)
• Warm, courteous close:
– If further actions is required, tell the reader how
to proceed and encourage the reader to act
promptly.
– Offer additional services but avoid implying that
your answer is inadequate
– Express goodwill or take an optimistic look into
the future, if appropriate.

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What are the differences
between a memo and a
business letter?

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 – NOT: although we do not generally provide the
type of information you requested, we have
decided to do so in this case.
– BUT: we are happy to provide the information you
requested.

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 Routine Claim letter
• Write your claim letter promptly – as soon as you have identified
a problem;
• Strive for an overall tone of courtesy and confidence. If true and
relevant mention something positive about the company or its
products somewhere in the letter.
• Begin the letter directly, identifying the problem immediately.
• Provide as much detail as necessary. Using impersonal language,
tell specifically what went wrong and how you were
inconvenient.
• If appropriate, tell what type of adjustment you expect –
replacement, repair, refund, or apology. End on a confident note.

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 Routine Claim letter ( cont.)
• According to the enclosed arrival receipt, my letter
was not delivered until 8:30 a.m. on December 5.
because the letter contained material needed for a
dinner meeting on December 4, it arrived too late to
be of any use. This is not the type of on-time service I
have routinely received from United Express during
the eight years I have been using your deliver system.
• I would appreciate your refunding my $12.50, thereby
reestablishing my confidence in United Express.

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 Routine Claim Letter ( cont.)
– NOT: I am disgusted at the way United Express
cheated me out of $12.50 last week. What a rip-
off !
– BUT: an overnight letter that I mailed on
December 3 did not arrive the next day, as
promised by United Express.

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 Routine Claim Letter ( cont.)
– NOT: I delivered this letter to you sometime in the
early afternoon on December 3. Although you
promised to deliver it by 3 p.m. the next day, you
failed to do so.
– BUT: As shown on the enclosed copy of my
receipt, I delivered this letter to United Express at
2.30 p.,. On December 3. According to the sign
displayed in the office, any package received by 4
p.m. is guaranteed to arrive by 3 p.m. the
following day which did not happen.
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 Routine Adjustment Letters
• Respond promptly; your customer is already upset !
• Begin the letter directly, telling the reader
immediately what adjustment is being made
• Adopt a courteous tone. Use neutral or positive
language throughout.
• If appropriate, thank the reader for writing, and
apologies if the customer has been severely
inconvenienced or embarrassed because of your
actions.

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 Routine Adjustment Letters
• In a forthright manner, explain the reason for the
problem in sufficient detail to be believable, but do not
belabor the point.
• Provide information that reestablishes your customer’s
confidence in the product or your company. Be
specific enough to be believable.
• If the customer was at fault, explain in impersonal and
tactful language the fats surrounding the case.
• Close in a positive note, implying customer satisfaction
and expectation of a continuing relationship.
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 Email
• Email has become the dominant method of communication in
most companies as it is inexpensive, fast and easy.
• However, these very advantages of email have also created
some problems for business writers and companies, such as
– Employees sometimes send and often receive time-wasting,
unnecessary messages;
– People simply write down what is on their mind and hit the ‘send’
button without reflection on content or composition;
– Emotional and ill-considered messages are sometimes sent before the
writer has had the time to calm down;
– Messages are occasionally misdirected or forwarded to unintended
recipients with potential negative consequences;

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 Put power in the subject line
• Contain key message “ Sales Meeting
rescheduled to 1 P.M. on Monday”’
• Include the desired action on response:
“Seeking your feedback urgently by today”;
• Be specific but not too long;
• Allow your reader to file and retrieve your
message easily: “Sales report”

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 Use one message per E-mail
• The recipient can digest and respond to a
single message more easily.
• If a recipient forwards your e-mail to another
party, other messages which may be highly
inappropriate – won't be dragged along.
• If required use attachment for long messages.

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 E-mail Policy
• Enforce zero tolerance for harassment and
discrimination;
• Explain how e-mail is stored;
• Insist that confidential information be
transmitted via another medium or with
higher security;
• Observe copyright restrictions.

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