ESSENTIALS OF

BUSINESS
COMMUNICATION
7th Canadian Edition Mary Ellen Guffey
Richard Almonte
Chapter 2
Before You Write

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Learning Objectives
 1. Understand that business writing should be audience oriented, purposeful, and
economical.

 2. Identify and implement the three phases of the writing process.

 3. Appreciate the importance of analyzing the task and profiling the audience for
business messages.

 4. Create messages that spotlight audience benefits and cultivate a “you” view.

 5. Develop a conversational tone and use positive language.

 6. Explain the need for inclusive language, plain expression, and familiar words.

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Basics of Business Writing
 Your writing must be:
 Audience-oriented
 Purposeful
 Professional
 Economical (clear and concise)

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Prewriting
 Analyze your purpose.
 Analyze your audience.
 Adapt message to your audience.

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Writing
 Research.
 Organize information.
 Compose the message.

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Revising
 Revise.
 Proofread.
 Evaluate entire message to ensure it meets
requirements.

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Analyzing Your Purpose
 Ask yourself:
 Why am I sending this message?
 What do I hope to achieve?
 Select the best channel
 E-mail
 Report
 Letter
 Etc.

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Choosing Communication
Channels
 E-Mail
 You need feedback but not immediately
 Lack of security
 Letter
 Written record/formality is required (customers, the
government, suppliers, etc.)

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Choosing Communication
Channels
 Memo
 Written record to clearly explain policies, discuss
procedures, or collect information within an
organization
 Report
 You are delivering considerable data internally or
externally

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Anticipating the Audience

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Emphasizing Audience Benefits
 Messages are more successful with reader benefits.
 Positive messages use “you” often.
 “You may begin your vacation May 1.”
 “Your well-being is the most important consideration.”
 Negative messages avoid “you.”
 “Customers may return merchandise with written
approval.”

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Emphasizing Audience Benefits
Sender Focus:
 To enable us to update our shareholder records, we

ask that the enclosed card be returned.

Audience Focus:
 So that you may promptly receive dividend

cheques and information related to your shares,

please return the enclosed card.

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Emphasizing Audience Benefits
Sender Focus:
 Our warranty becomes effective only when we

receive an owner’s registration.

Audience Focus:
 Your warranty begins working for you as soon as

you return your owner’s registration.

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Using Polite “You” View
 When delivering a positive message, use “you” and
“your” whenever possible.
 Used to inform, persuade, or promote goodwill

I/We View:
 I have scheduled your vacation to begin May 1.

You View:
 You may begin your vacation May 1.

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Remaining Conversational but Professional

 Use conversational tone to be effective.

 Avoid sounding too casual.
 Avoid slang and texting abbreviations.

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Remaining Conversational but Professional

Unprofessional:
 If we just hang in there, we can grab the contract.

Conversational:
 If we don’t get discouraged, we can win the

contract.
Formal:
 If the principals persevere, they can acquire the

contract.

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Using Positive Language
 Say what is and can be done, not what isn’t or
cannot be done.
 Avoid:
 Never
 Cannot
 Fail/reject/deny

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Using Positive Language
Negative:
 We are unable to send your shipment until we receive proof of

your payment.
Positive:
 We look forward to sending your shipment as soon as we receive

your payment.
Negative:
 You will never regret opening an account with us.

Positive:
 Your new account enables you to purchase high-quality clothing

at reasonable prices.
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Using Inclusive Language
 Avoid sexism by excluding females.
 Alternative: pluralize the noun
 Alternative: omit the pronoun
 Alternative: use masculine and feminine pronouns
(his or her)
 Example:
 Sexist: “Every lawyer has 10 minutes for his
summation.”
 Inclusive: “All lawyers have 10 minutes for their
summations.”
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Using Plain English
 Avoid pretentious and wordy expressions.
 Simplify writing to help audience understand.

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Using Plain English
 Examples:
 ascertain = see
 perpetuate = continue
 reciprocate = return
 terminate = end
 Shorter, simpler words deliver a clearer message.

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Summary
 Follow writing process (prewriting, writing,
revising).
 Emphasize audience benefits.
 Use positive expressions.
 Use inclusive pronouns (they).
 Use concise language.

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