Business Writing Skills II –

Writing Essentials

Thursday 14th October 2021

MGMT 3024
Business Communication
 Writing Process Step II 2

The 3-Step Process

Review

Plan Write Complete

i. Adapt message to
maximize audience
impact

ii. Compose
message – use
effective words,
coherent structure
 Writing Process Step II

Messages build
Today’s Agenda 3

goodwill…
Reaching Your Audience – Meeting needs & building relationships
• Messages that are audience-centred are more
persuasive and they help build better relationship
• Consider messages an opportunity to develop
goodwill both internally and externally. Research has
shown that goodwill positively impacts employee
performance and the company’s bottom line.
• Focus on what the audience wants… They want to know
how your message will benefit them
 How to create audience-
1. USE THE YOU ATTITUDE centred messages

 A style of writing that takes

the perspective of the
message receiver
 Focuses on receiver’s
knowledge needs, interests,
hopes, and preferences
 Respects the receiver’s
intelligence
 Protects the reader’s ego
USE THE ‘YOU’ ATTITUDE
How to create audience-
HOW TO centred messages

1. Talk about the reader, not

yourself/ your perspective
2. Refer specifically to the
reader’s request
3. Do not refer to feelings unless to
congratulate or offer sympathy
4. For positive messages
Replace I, me, we, us with
you, yours, ours, we (when it
includes the reader) –

5. Avoid YOU in negative

messages (to protect receiver’s ego)
 The YOU attitude 6

Compare these…
Some examples
LACKS THE YOU CONTAINS THE
ATTITUDE YOU ATTITUDE

• I have negotiated an • As a valued employee YOU

agreement with Dollar CAN GET a 20% discount when
Rental Co. that gives you you rent from Dollar Rental Co.
a discount on rentals
• The desk and chair you ordered
has shipped OR…
• Your order has shipped • Your invoice #67023 has been
processed
• We are happy to extend • You can now charge up to
you a credit line of $5000 $5000 on your VISA Credit
Card
• You will be happy to hear • The Training Division now offers
that we now offer counselling services
counselling services
 The YOU attitude 7

Compare these…
Some examples
LACKS THE YOU CONTAINS THE
ATTITUDE YOU ATTITUDE

• I have negotiated an • As a valued employee YOU

agreement with Dollar CAN GET a 20% discount when
Rental Co. that gives you you rent from Dollar Rental Co.
a discount on rentals
• The desk and chair you ordered
has shipped OR…
• Your order has shipped • Your invoice #67023 has been
processed
• We are happy to extend • You can now charge up to
you a credit line of $5000 $5000 on your VISA Credit
Card
• You will be happy to hear • The Training Division now offers
that we now offer counselling services
counselling services
 The YOU attitude 8

Compare these…
Some examples
LACKS THE YOU CONTAINS THE
ATTITUDE YOU ATTITUDE

• We provide lunch to all • You receive complimentary

our employees lunch as a full-time employee
BUT in negative
messages…
• You must get approval • Department staff must get
before you post your approval from the Manager
work on the webpage before any of their work is
posted on the webpage
• You made no allowances • No allowances for emergencies
for emergencies in your have been included in this plan
plan
• OR This plan makes no
allowances for emergencies
GOOD ETIQUETTE
How to create audience-
2. REMEMBER centred messages

 Demonstrates respect
 Minimizes negative emotional
reactions
 Written communication
requires more tact than oral
because you have no cues to
soften the words
 There is no immediate
feedback so there is a risk of
offending your audience
without realizing it
 The YOU attitude 10

Compare these…
Some examples
LACKSGOOD CONTAINS GOOD
ETIQUETTE ETIQUETTE

• Once again you’ve made • Let’s review this last task. If we

a mess of your job. Now work together we could find ways
we are all suffering to improve it
because of your
incompetence
• Our final presentation depends on
• That report has been on
the timely response of all team
your desk for a week!
members. We have not received
You are holding back
your comments as yet. We value
those of us who want to
your input, and we would
work! Either respond
appreciate having it by the end of
now or tell us you have
the day today.
nothing to say…
THE POSITIVE
How to create audience-
3. EMPHASIZE centred messages

 In most cases, it is better to be

positive in your writing
 Avoid negative words and
connotations
 Justify negative information
with a reason, or link it to a
benefit for the receiver
 Don’t hide important negative
news… Not needed? Then omit
it
 Put negative info. in the middle
and keep it short
 Emphasize the positive 12

Compare these…
Some examples
NEGATIVE POSITIVE

• It is impossible to get it • You will have the item tomorrow.

today
• If you cannot understand
• If you have further questions,
the instructions, feel free
please call me
to call me
• Paying your overdue bill within 7
• We will disconnect you if
days will allow you to access your
you don’t pay your bill in
service without interruption
7 days
• Proofreading your articles will
• I am tired of seeing so
help readers get the best out of
many mistakes in the
what you have written
online articles
• Always back up your data
• Never fail to back up
data
THE POSITIVE
How to create audience-
3. EMPHASIZE centred messages

 Also beware of hidden

negatives:
o E.g. But, however (after a
positive statement
o I hope, I trust, please be patient
(indicates being unsure, or
predicts problems)
THE POSITIVE
How to create audience-
3. EMPHASIZE centred messages

Some negative words to avoid:

 Afraid, bad, deny, difficult,
delinquent, careless, avoid
 Dissatisfied, disapprove
 Inadequate, incomplete, injury,
inconvenient
 Misfortune, mistake, missing,
 Never, no, not, reject, sorry
 Unfair, unfortunately, unsure,
unreliable
 LANGUAGE
Reduce or eliminate bias
4. USE BIAS-FREE

• Biased language
perpetuates stereotypes and
prejudices
• Avoid language that
discriminates on the basis of
gender, physical condition,
race, age, sexual orientation
or any other personal
characteristics
 Bias-free writing 16

Compare these…
Some examples
BIASED BETTER…

• You and your husband are invited • You and your guest are invited.
• Businessman, chairman, woman
• Neutral titles instead: Accountant,
lawyer, salesman, workman
Head of Dept. Chairperson
• Workers with disabilities face
• Disabled workers face many many challenges
challenges
• The Receptionist, Ms. Brown
• The girl at the front desk
• John Doe has joined our dept.
• John Doe, aged 58, has joined our
Dept.
• Actor, Denzil Washington has
• Denzil Washington, African-
donated…
American actor has donated money
• Shing-Tung Yau excels in Math
• Not surprisingly, Shing-Tung Yau
excels in Math
5. Trust and Building Trust and Credibility 17

Credibility
You build trust and Credibility with your audience if the following
are part of your writing: -
 Honesty and integrity – Write the truth; Avoid deception of any kind

 Objectivity – show you can remove personal bias, emotion, and

consider all sides of an issue
 Demonstrating an understanding/care of audience needs – It is not
about you… Show empathy
 Expertise, credentials, Knowledge, Experience – You can back up
your message… not just hot air
 Endorsement from someone audience believes/respects – A good
word goes a long way
 Performance – Let your work speak for you

 Sincerity & Authenticity – You are what you seem to be

 How to establish credibility
4. ESTABLISH CREDIBILITY

• Audiences more readily

listen to writers that are
credible
• They should know and trust
you. If they don’t you must
build trust
• Once gained you have to
maintain trust
• If broken, you need to repair it
Business Writing Skills II
– Writing Essentials

Friday 15th October 2021

PART 2
COMPOSING THE Finding your writing voice 20

MESSAGE
It is not only WHAT you say but
HOW you say it
• Tone
• Keep your writing simple
• Active and Passive Voice

WRITING WITH SKILL …..

• Selection of words
• Sentence type and style
• Paragraph development
 Writing Process Step II
Today’s Agenda 21

AGENDA…
Reaching Your Audience – Meeting needs & building relationships
• The ‘You’ approach . Emphasizing the Positive
• Writing Etiquette . Bias-free writing
• Personal credibility & Company image

Composing the message - Finding your ‘writing voice’

• Tone, simplicity, voice (active vs. passive)
• Effective selection of words
• Sentence types and styles
• Paragraph development
 Finding the right tone
How you say it…. 22

Unprofessional Conversational Good business Stuffy/Overly

style formal style
Too casual for Informal, but may More formal but Very formal, no
business be useful in some conversational contractions
e.g. situations
“Here’s the 411 U Friendly, legalistic language
requested” Friendly, personal; respectfully – personal
uses I and you personal pronouns minimal
IMHO, we are better
by far Uses contractions Short simple words abstract terms;
eg “Here’s the info. but no slangs, scholarly
“Check you L8R” you wanted”
Short sentences Long sentences and
“FYI, we also Short, simple words; and paragraphs paragraphs
have a team of slangs
specialists” Standard English Standard English
Minimal paragraphs,
incomplete Pays attention to
sentences visual impact of
document
About that tone…
• Avoid overly formal, complex phrases e.g.
• Attached please find… Say I have attached
• We are in receipt of…. Say We received
• Please advise …. Say Please let me know
• The undersigned… Say I/We
• It has come to my attention… Say I have learned

• Omit these… just say what you need to say…

• Pursuant to; Please be advised that; We wish to inform
you that; Permit me to say that; In closing, I’d like to
say
About that tone…
Also avoid the following in business writing:
• Nagging and boasting
• Suggestions of intimacy with the person
• Humour – especially when you are not familiar with
the audience, or it is across cultures
 KISS – Keep it short and simple!

Make your writing easy for the receiver to read:

 Use accurate, appropriate, familiar words
 Jargon ONLY if necessary and familiar to the
reader
 Vary sentence length
 Use verbs rather than to carry the sentence
 Use active verbs ( vs. passive ) to as much as
possible
Some examples
Choice of Words
 Is the meaning shared? E.g. fair, empowerment,
win-win, compromise
 Is it correct? E.g. disparate vs desperate;
electrify vs electrocute
 What connotations does it convey? E.g. assume
vs guess; curious vs nosy; flexible vs shaky;
 Simple? Ameliorate vs improve; commence vs
begin; finalize vs finish, utilize vs use; viable
option vs choice
Active and Passive Voice

In active voice, the subject of the sentence

performs an action e.g. The customer received $500
In the passive voice the subject is acted upon e.g.
Five hundred dollars was received by the customer
Some more examples
I recommend this method vs This method is recommended
by me
The ministry will implement the policy vs The policy will be
implemented by the ministry
The manager approved the request vs The request was
approved by the manager
When to use active vs passive voice
Active voice is easier to read; It is direct and brings a
statement to life…
Legal problems are created by this contract
This contract creates legal problems

However, passive voice is better in these situations….

(i) To emphasize the object and not the agent of the action
e.g. Your order was shipped yesterday vs
I shipped your order yesterday
When to use active vs passive voice
However, passive voice is better in these situations….

(ii) To provide a link between sentences e.g.

The bank made several risky investments in the last few years. These
investments were investigated by FSRC in January 2021.

(iii) To avoid assigning blame e.g.

The order was damaged during shipping
Use Verbs not nouns to carry the
sentence
We will make a decision vs We will decide
He should reach a conclusion vs He should
conclude
The receptionist can provide assistance to you vs
The receptionist can assist you
Selection of a program should be based on
available funds vs
Select a program that can be funded
Using the right words

1. Choose strong, precise words

Increase – expand, enlarge, escalate, swell, soar
Good – admirable, desirable, pleasant, sound,
worthy
Bad – abysmal, corrupt, deficient, flawed poor,
substandard
2. Use familiar words
Ascertain – learn Circumvent - avoid
Peruse – study Unequivocal - certain
Using the right words

3. Avoid clichés -
an uphill battle – challenge
call the shots – lead
new ballgame – fresh start
think outside the box – be creative
human capital – employees, people,
pushback – resistance
run it up the flagpole – get people’s perspectives
eat our own dogfood – use our own products