Lecture 9 Written Communication

1. Lecture 9 Written Communication • Paul Goodman : excellent writing ability is the judging factor that decides whether the company will accept the candidate or not.

2. 30% 16% 9% 45% A survey on daily involvement of the white-collar • Writing 9% • Speaking 30% • Reading 16% • Listening45%

3. Mental preparations • Take an active part in corporate activities • Grasp as many writing skills as possible • Be confident in you yourself • Exchange opinions with others on writing

4. Tone of business writing • Professional but not rigid • Good-willed but not hypocritical • Confident but not arrogant • Polite but not servile

5. Case Study • Please find out errors in the following memo and offer your suggestions on the improvement

6. Types of business message • Informative and positive message • Negative (Bad-news) message • Persuasive message

7. Negative Messages

8. Types of negative message • Denying and refusal • Discipline warning and poor performance appraisal • Dismissal and discharging

9. The purpose of negative message • Primary • To give the reader the bad news • To have the reader read, understand, and accept the message • To maintain as much good will as possible • Secondary • To build a good image of the writer • To build a good image of the organization

10. The right tone In negative messages, your tone will help determine your effectiveness. • Put yourself in the reader’s place. • Avoid using company rules or policy with no further explanation. • Assume that the customer wants to do the right thing. • Single people out when you praise them; put them in a group when you criticize. • Talk with, not down to, the reader.

11. The benefits of the right tone • Your tone contributes to your message’s effectiveness by supporting three specific goals. • Help your audience understand that your bad-news message represents a firm decision • Help your audience understand that under the circumstances, your decision was fair and reasonable • Help your audience remain well disposed toward your business and possibly toward you

12. Plans for negative messages • Indirect Plan • Direct Plan

13. Indirect plan • Buffer • Reasons supporting the negative decision • A clear, diplomatic statement of the negative decision • A helpful, friendly, and positive close

14. Buffer The following are ways to begin a bad-news letter: • Agreement (agree with your read on sth. If possible) • Appreciation (thank the reader for sth) • Assurance (assure the reader of sth.) • Compliment (try to compliment the reader on sth. good) • Cooperation (show a sincere desire to be helpful) • Good news (if you can grant any part of a request) • Understanding (show you understand his/her problem)

15. Reasons supporting the negative decision • Try to convince the reader you are acting in his or her best interests in the long run. • Explain courteously all relevant facts behind your decision. Mention first the favorable factors, then the less favorable ones. • Show that the request has been carefully considered for the reader’s benefit as well as your company’s.

16. Instead of this I can’t understand what you mean. The breakdown was not our fault There will be a delay in your order. The enclosed statement is wrong. Your account is in error. I was shocked to hear the news. Say this Please clarify your request. The merchandise was broken during shipping. We will ship your order as soon as possible. Please recheck the enclosed statement. Corrections have been made to your account. The news reached me yesterday. Set the right tone:

17. A clear, diplomatic statement of the negative decision • If the reasons are so clear to the reader that you must refuse the request, you can make the bad-news decision clear by implication. • If an implied decision might be misunderstood, express your decision clearly near the end of the explanation. • If you can, offer a constructive suggestion, counterproposal, compromise, or alternative course of action. • If desirable, resell the reader on your company’s services or policies.

18. ＊ Instead of this I must refuse your request. We must deny your application. I am unable to grant your request. We cannot afford to continue the program. ＊Use this I won’t be in town on the day you need me. The position has been filled. Contact us again when you have established… The program will conclude on May 1. Avoid blunt statements:

19. A helpful, friendly, and positive close • Offer assurances that you appreciate the reader as a customer. • Invite future patronage, cooperation, suggestions, or compliance with the decision. • Make clear whatever action is required, when to do it, and how to do it easily. • Express continued interest, service, and reader benefit, or sincere wishes for the reader’s success with alternatives. Do not repeat the bad news.

20. An example: • A refusal to speak at the conference

21. Buffer: Appreciation The International Marketing Association has a great deal to offer business people, and I have enjoyed the annual conference for several years. I appreciate very much your invitation to be the keynote speaker for this year’s conference in Helsinki on June 5. • ReasonThe date of the conference is unfortunately, during a two-week period when I will be in Frankfurt for meetings with Implied refusal my firm’s distributors. I did make an effort to reschedule these meetings, but I was unable to do so. I regret not being able to address this important forum and having to miss the conference itself. • Suggestion May I suggest that you contact Eleanor Forman, our newly elected vice-president in charge of brand-name marketing for Europe? She is eager to become more involved in the IMA and has interesting experiences related to this year’s conference theme,”Selling the American Name Abroad.”I am enclosing her address and phone number in case you would like to contact her. • Cordial wishes You have my best wishes for getting the right person. The conference plans look terrific.

22. How to offer negative message to your boss • Describe the problem • Explain how things happen • Offer your suggestions to solve the problem • Recommend what you think appropriate, and elicit his or her opinion

23. How to offer negative message to peer or subordinate • Describe the problem • State possible alternative or compromise • If possible, listen to his or her opinion, or ask him or her to put into effect

24. Exercises and problems • Modern Stereo/Video recently received a letter from Mr Ma. Mr Ma purchased a portable CD player a year ago. He writes to say that the unit doesn’t work correctly and to inquire about the warranty. Mr Ma believes the warranty covers one year, when it actually covers only three months. Write a refusal to honour the claim. • After Helen interviewed with the Citybank, she was hopeful about receiving a job offer. Everything went well, and her resume was in good shape. Write a letter to help Helen understand that she would have been hired if she had had more experience and that she shouldn’t be discouraged.

25. Persuasive Written Messages

26. Purpose of persuasive message • Primary • To have the reader act • To provide enough information to help the reader know what to do • To overcome any objections that might prevent or delay action • Secondary • To build a good image of the writer • To build a good image of the organization • To cement a good relationship btwn the writer and the reader

27. Preparations for persuasive message • What do you want people to do • What objections, if any, will the audience have • How strong a case can you make (argument, credibility, emotional appeal) • What kind of persuasion is best for the organization and the culture

28. Tone of persuasive message • “Everyone is expected to comply with these regulations. I’m sure you can see that they are commonsense rules needed for our business.” • “Based on this evidence, I expect you to give me a new computer.”

29. The right tone • Avoiding parental or preachy messages • Using subjunctive verbs and explicit disclaimers

30. Improved versions • “Even on casual days, visitors expect us to be professional. So leave the gym clothes at home.” • “If department funds permit, I would like a new computer.”

31. Types of persuasive message • Collection letter • Performance appraisal • Letter of recommendation • Proposal

32. Two kinds of persuasive messages • The indirect approach • Your audience is negative. • Your message is relatively short and clear. • You know your readers won’t object to the indirect plan • The direct approach • Your audience is objective. • Your message is long and complex. • You know your reader prefers the direct plan

33. The AIDA formula : • Attract the reader’s attention • Arouse the reader’s interest • Create desire and convince the reader • State clearly the action the reader needs to take

34. Attention: first paragraph • Open with agreeable comment or assertion • Open with sincere compliment • Open with direct request for a favour • Open with a question

35. Opening techniques • Comparison or story • Event in reader’s life • Rhetorical question • Enclosed gift • Product fact • Surprise question • Challenge statement

36. Interest and desire: middle paragraphs • Describe its physical characteristics • important features, construction, appearance, performance, beauty, functions. • Relate its value or benefits to the reader • for instance, will your request bring comfort? Entertainment? Safety? Health? Recognition? Financial rewards?

37. Action: last paragraph • State clearly the action you desire. • Make the Action easy. • Date the action (when desirable). • Offer inducements to act by a specific time (when desirable).

38. Other ways to end with action • Free trial of the product. • No obligation to buy. • Higher earnings. • Special price for a limited time.

39. An example: • The AIDA plan is applied to persuade the students to buy dorm-room alarm systems

40. Did you know that one out of four college students becomes a victim of the theft? How would you feel if you return to your dorm and discovered your stereo, computer, or other hard-earned belongs had been stolen? Remember, locked doors won’t stop a determined thief. It happened when I was in college. That’s why I have developed a portable security system for your dormitory room. It works like an auto alarm and installs with an ordinary screw-driver. The small activator hooks to your key chain or belt loop. Just press the “lock” key. A beep tells you your room is secure, and a blinking red light warns intruders to stay away. You’d expect that peace of mind to cost a fortune—something most college students don’t have. But we are offering the SecureAbel Dorm Alarm System for only $75. Order additional alarm boxes to install on your window or bathroom door for only $50. Act now. Fill out the response card, and mail it along with your choice of payment in the enclosed envelop. Don’t give thieves and criminals a chance. Protect yourself and your belongings. Send in your card today.

41. Personality analysis • introversive • extroversive • conscious • intuitional

42. Personality analysis(continued) • reasoning • Emotional • prudent • Decisive

43. Exercise: • Write a persuasive message of any kind to your boss, your colleague or your subordinate.