CH 03 Instructor Version

CHAPTER 3
Composing
Business
Messages
Instructor Only Version

© 2010 Thomson South-Western
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Business Communication, 8e Chapter 1,
Chapter 3, Slide
Slide 2
Collecting Information
 Search manually (books, magazines,

journals).
 Access electronically (Internet, databases,
compact disks).
 Go to the source (interviews, surveys,
questionnaires, focus groups).
 Conduct scientific experiments (measure
variables using control groups).
Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 3, Slide 3

Informal Research
 Look in your
organization’s files.
 Talk with your boss.
 Interview the target
audience.
 Conduct an informal
survey.
 Brainstorm for ideas.

Organizing
Information
Into an
Outline
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 3, Slide
Slide 5
Tips for Making Outlines
Tips:
 Define main topic in title.
 Divide the topic into three to five main points.
 Break the components into subpoints.
 Make each component exclusive
(no overlapping).
 Don't put a single item under a major
component.
 Use details and evidence to support subpoints.

Organizing DIRECT STRATEGY
Business
Messages Main idea comes
first followed by
details and explanations
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 3, Slide
Slide 7
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 3, Slide
Slide 8
Explanation precedes
main idea
Organizing
Business
Messages INDIRECT STRATEGY
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 3, Slide
Slide 9
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 3, Slide
Slide 10
 Saves reader’s time
DIRECT  Sets a proper frame of mind
STRATEGY  Prevents frustration
 Appears businesslike
Advantages
 Respects feelings of audience

INDIRECT
 Encourages a fair hearing
STRATEGY
 Minimizes a negative reaction
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 3, Slide
Slide 11
 Receiver is receptive
DIRECT  Receiver requires no education
STRATEGY about topic
 Message is routine
Useful when
 Receiver may be upset or

INDIRECT hostile
STRATEGY  Receiver must be persuaded or
educated
 Message is sensitive
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 3, Slide
Slide 12
Effective Sentences
Complete
Clauses Phrases
Sentences
Complete sentences have subjects

and verbs and make sense
(are capable of standing alone).
subject verb
Employees send many e-mail messages.
Effective Sentences
Complete
Clauses Phrases
Sentences
Clauses also have subjects and verbs.

 Independent clauses can stand alone.
 Dependent clauses rely on independent
clauses for their meaning.
dependent clause independent clause

When you speak, you reveal yourself.
Effective Sentences
Complete
Clauses Phrases
Sentences
Phrases are groups of related

words without subjects and verbs.
phrase phrase
In the afternoon, I work at the mall.
Avoid
sentence
fragments.
Fragment
Even though the pay was low. Many candidates
applied.
Revision:
Even though the pay was low, many candidates
applied.
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 3, Slide
Slide 16
Avoid Avoid run-
sentence on (fused)
fragments. sentences.
Fused Sentences
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.
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 3, Slide
Slide 17
Avoid
Avoid Avoid run-
comma-
sentence on (fused)
splice
fragments. sentences.
sentences.
Comma Splice
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.
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 3, Slide
Slide 18
Revise the following to avoid fragments,
run-on sentences, and comma-splices.
You can create a Web- You can create a Web-

based job portfolio it will Quick based job portfolio; it
impress potential will impress potential
employers. Check employers.
Send a scannable Send a scannable
résumé. When you apply résumé when you
for a job. apply for a job.
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 3, Slide
Slide 19
Although technical skills Although technical skills
are important. are important,
Communication skills communication skills are
are also in great also in great demand.
demand.
College used to be for College used to be for
young people, however young people; however,
many older students many older students now
now seek degrees. seek degrees.
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 3, Slide
Slide 20
Technology is changing Technology is changing

the business world the business world.
people are writing more People are writing more
messages than ever messages than ever
before. before. OR: Technology
is changing the business
world; people are . . . .
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 3, Slide
Slide 21
Executives are busy, Executives are busy.

they won't read They won't read
wordy messages and wordy messages and
reports. reports. OR:
Executives are busy;
they won't read . . . .
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 3, Slide
Slide 22
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.
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

White space 
Which of these Color 
other means of
Lines 
achieving
Boxes
mechanical
emphasis is/are Columns
appropriate in Titles
business letters? Headings 
Subheadings
Discuss any differences with the
suggested answers provided.
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 3, Slide
Slide 25
White space 
other means of Lines 
achieving Boxes
mechanical
Columns
emphasis is/are
Titles
appropriate in
memos? Headings 
Subheadings
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 3, Slide
Slide 26
White space 
Which of these
other means of Color 
achieving Lines
mechanical Boxes
emphasis is/are Columns 
appropriate in Titles
e-mail Headings 
messages? Subheadings
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 3, Slide
Slide 27
White space 
other means of Lines 
achieving
mechanical
Boxes 
emphasis is/are Columns 
appropriate in Titles 
reports? Headings 
Subheadings 
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 3, Slide
Slide 28
Emphasis and De-emphasis
Through Style
To emphasize an idea
 Use a vivid expression, such as in bug-free
software rather than dependable software.
 Label the idea with expressions such as more
importantly, the principal reason, or the best
alternative.
 Put the important idea first or last in the
sentence.
 Put the important idea in a simple sentence or in
an independent clause.

Emphasis and De-emphasis
Through Style
To de-emphasize an idea
 Use general, rather than specific, words (some
customers complained, rather than 125
customers complained).
 Place the idea in a dependent clause connected
to an independent clause containing a positive
idea.
Although items cannot be returned for cash,
you will receive store credit for any returned
purchases.
Active- and Passive-Voice Verbs
Active-voice verbs show the subject

performing the action.
Most major employers require drug testing.

(Active voice; the subject is acting)
Dr. Smith recommended Tina for the job.

(Active voice; the subject is acting)

In passive-voice sentences, the subject is

being acted upon. Passive-voice verbs
require helper verbs:
Drug testing is required by most major employers.

(Passive voice; the subject is being acted upon)
Tina was recommended for the job by Dr. Smith.

(Passive voice; the subject is being acted upon)

 Use the active voice for most business

writing.
 Use the passive voice to emphasize an
action or the recipient of the action–rather
than the actor (New laws were passed; drunk
drivers were targeted).
 Use the passive voice to break bad news
(Although your lease cannot be renewed, we
can offer . . . ).
Convert the following sentences to active
voice. You may have to add a subject.
Our membership The president postponed
meeting was postponed our membership
by the president. meeting. Quick
Check
The résumés of job The software program
candidates are sorted Resumix sorts résumés
quickly by the software of job candidates quickly.
program Resumix.
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 3, Slide
Slide 34
All team messages are Team members send all
sent by e-mail. messages by e-mail.
Drug tests are required The company requires

of all new employees. drug tests for all new
employees.
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 3, Slide
Slide 35
We were given our The manager gave us
orders by the manager. our orders.
Our intranet is used by Employees use our

employees to complete intranet to complete
forms. forms.
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 3, Slide
Slide 36
Convert the following sentences to
passive voice.
We must delay Your merchandise
shipment of your shipment must be
merchandise because delayed because of
of heavy demand. heavy demand.
Management rejected Our plan was rejected by

our plan. management.
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 3, Slide
Slide 37
Convert the following sentences to
passive voice.
The technician could not The computer program
install the computer could not be installed.
program.
Someone did not submit The accounting

the accounting statement was not
statement on time. submitted on time.
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 3, Slide
Slide 38
Developing Parallelism
Parallel expression uses 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)

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)

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)

How could parallelism be improved in
the following sentence?
Our knowledge Our knowledge

management system Quick
management system
focuses on the focuses on the
collecting, storage, Check
collecting, storing,
and sharing of best and sharing of best
practices. practices.
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 3, Slide
Slide 42
The fall seminar is in The fall seminar is in

October, December October, the winter
is scheduled for the seminar is in
winter seminar, and December, and the
May is the month of spring seminar is in
the spring seminar. May.
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 3, Slide
Slide 43
We are pleased to We are pleased to

recommend recommend Elizabeth
Elizabeth because because she is
she has sincerity, sincere, reliable, and
she is reliable, and diligent.
she works with
diligence.
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 3, Slide
Slide 44
Dangling and
Misplaced Modifiers
For clarity, modifiers must be

close to the words they
describe or limit. Be particularly
careful to place a logical
subject immediately after an
introductory verbal phrase.

Dangling and
Misplaced Modifiers
Poor Revised
After considering After considering

the problem the problem
carefully, new carefully,
procedures were management
suggested by suggested new
management. procedures.

Dangling and
Misplaced Modifiers
Poor Revised
Any student has full Any student who is

online privileges who enrolled in the
is enrolled in the college has full
college. online privileges.

Dangling and
Misplaced Modifiers
Poor Revised
It’s hard to under- It’s hard to under-

stand why employees stand why employees
would not go to our with software
technical support problems would not
staff with software go to our technical
problems. support staff.

Dangling and
Misplaced Modifiers
Poor Revised
Using a search Using a search

engine, the Web engine, we finally
site was finally located the Web site.
located.

Revise the following sentence to correct any
misplaced modifiers. Retain the introductory
phrases.
To be hired, two years To be hired, one must
of experience is have two years of
required. Quick
experience.
Check
Dipped in butter, you Dipped in butter, a fine
can really enjoy a fine lobster can truly be
lobster. enjoyed.
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 3, Slide
Slide 50
phrases.
By advertising By advertising
extensively, all open extensively, we filled all
jobs were filled quickly. open jobs quickly.
After leaving the office, After leaving the office,

Jeff's car would not Jeff could not start his
start. car.
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 3, Slide
Slide 51
phrases.
She died in the house in At the age of 88, she
which she was born at died in the house in
the age of 88. which she was born.
Despite being Despite Mark's paralysis,

paralyzed, doctors doctors hoped that he
hoped that Mark would would walk again.
walk again.
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 3, Slide
Slide 52
Revise the following sentence to correct
any misplaced modifiers.
To receive an The sentence is

employment form, fill correct as it stands.
out this application. “You” is the
understood subject of
(Tricky!) a command.
MaryMary
Ellen
Ellen
Guffey,
Guffey,
Essentials
Essentials
ofof
Business
Chapter 3, Slide
Slide 53
Three Ways to Achieve
Paragraph Coherence
To help guide your reader or listener from
one thought to another, develop coherence
by using one of these devices:
 Repeat a key idea or key words.

Next month we plan to launch a promotion
for our new Web site. The promotion will
involve newspaper and TV campaigns.

Paragraph Coherence
 Use a pronoun.
Considerable interest is being

shown in our extended
certificates of deposit. They are
more profitable when left on
deposit for long periods.

Paragraph Coherence
 Use an appropriate transitional
expression.
Time Association
before, after
first, second
meanwhile
next
until
when, whenever

Paragraph Coherence
Contrast Cause–Effect
although consequently
but
for this reason
however
instead hence
nevertheless therefore
on the other hand

Paragraph Coherence
Additional Idea Illustration
furthermore in this way
in addition for example
likewise
moreover
TIP: Paragraphs
similarly with eight or fewer
printed lines look
inviting and readable.

Composing the First Draft
 Complete all necessary research.

 Find a quiet place to concentrate and work.
 Prohibit calls, visitors, and interruptions.
 Organize information into an outline.
 Decide whether to write quickly (freewriting)
OR revise as you go.
 Imagine you are talking to a reader or
listener.

END
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CHAPTER 3

Instructor Only Version

 Search manually (books, magazines,

Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 3, Slide 3

Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 3, Slide 4

Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 3, Slide 6

 Respects feelings of audience

 Receiver may be upset or

Complete sentences have subjects

Clauses also have subjects and verbs.

dependent clause independent clause

Phrases are groups of related

You can create a Web- You can create a Web-

Technology is changing Technology is changing

Executives are busy, Executives are busy.

Italics and Boldface:

Tabulation: Listing items vertically emphasizes

Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 3, Slide 24

Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 3, Slide 29

Active-voice verbs show the subject

Most major employers require drug testing.

Dr. Smith recommended Tina for the job.

Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 3, Slide 31

In passive-voice sentences, the subject is

Drug testing is required by most major employers.

Tina was recommended for the job by Dr. Smith.

Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 3, Slide 32

 Use the active voice for most business

Drug tests are required The company requires

Our intranet is used by Employees use our

Management rejected Our plan was rejected by

Someone did not submit The accounting

Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 3, Slide 39

We are very We are very

Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 3, Slide 40

Serena takes the Serena takes the

Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 3, Slide 41

Our knowledge Our knowledge

The fall seminar is in The fall seminar is in

We are pleased to We are pleased to

For clarity, modifiers must be

Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 3, Slide 45

After considering After considering

Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 3, Slide 46

Any student has full Any student who is

Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 3, Slide 47

It’s hard to under- It’s hard to under-

Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 3, Slide 48

Using a search Using a search

Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 3, Slide 49

After leaving the office, After leaving the office,

Despite being Despite Mark's paralysis,

To receive an The sentence is

 Repeat a key idea or key words.

Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 3, Slide 54

Considerable interest is being

Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 3, Slide 55

Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 3, Slide 56

Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 3, Slide 57

Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 3, Slide 58

 Complete all necessary research.

Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 3, Slide 59

Instructor Only Version