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2-2 Applying the 3-x-3 Writing Process to Business Messages
2-2a Understanding the Goals of Business Writers
- Purposeful. Your goal will be to solve problems and convey information. Each message should have a definite strategy. - Economical. You will try to present ideas clearly but concisely. Length is not rewarded. - Audience centered. You will look at a problem from the perspective of the audience instead of seeing it from your own. 2-2b Following the 3-x-3 Writing Process - Prewriting. It involves analyzing the audience and your purpose for writing. The audience for your message will be other franchise owners, some highly educated and others not. Your purpose in writing is to convince them that rolling back the new policy would restore customer service and please patrons. Prewriting also involves anticipating how your audience will react to your message. In adapting your message to the audience, you try to think of the right words and the right tone that will win approval. - Drafting. The second phase involves researching, organizing, and then drafting the message. In researching information for this message, you would probably investigate other kinds of businesses that use kiosks and single lines. Before writing to the entire group, you might brainstorm with a few owners to see what ideas they have for solving the problem. Once you have collected enough information, you would focus on organizing your message The final step in the second phase of the writing process is actually drafting the letter. At this point many writers write quickly, knowing that they will polish their ideas when they revise. - Revising. The third phase of the process involves editing, proofreading, and evaluating your message. After writing the first draft, you will spend considerable time editing the message for clarity, conciseness, tone, and readability. This is the time when you look for ways to improve the organization and tone of your message. Next, you will spend time proofreading carefully to ensure correct spelling, grammar, punctuation, and format. The final phase involves evaluating your message to decide whether it accomplishes your goal. 2-2c Pacing the Writing Process - On average,you should expect to spend about 25 percent of your time prewriting, 25 percent drafting, and 50 percent revising. - Most business writing, however, is not that rigid. The steps may be rearranged, abbreviated, or repeated. Beginning business writers often follow the writing process closely. 2-3 Analyzing the Purpose and Anticipating the Audience 2-3a Determining Your Purpose - Your message may have primary and secondary purposes. - Informational messages explain procedures, announce meetings, answer questions, and transmit findings. Persuasive messages attempt to selproducts, convince managers, motivate employees, and win over customers.
2-3b Anticipating the Audience
- No matter how short your message is, spend some time thinking about the people in your audience so that you can tailor your words to them. 2-3c Tailoring Your Message to the Audience - Identifying your audience helps you make decisions about shaping the message. You will discover what language is appropriate, whether you are free to use specialized technical terms, whether you should explain the background, and so on. - Identifying the audience helps you decide whether your tone should be formal or informal. - When you identify the audience, you are better able to anticipate whether the receiver is likely to respond positively or negatively to your message, or be neutral about it. - Analyzing the task and anticipating the audience help you adapt your message so it will be effective for both primary and secondary receivers. 2-3d Choosing the Best Channel - You will want to choose the most appropriate communication channel - Your decision to use a live chat, send an e-mail message, schedule a videoconference, or select some other channel depends on some of the following factors: available technology, importance of the message, amount and speed of feedback and interactivity required, necessity of a permanent record, cost of the channel, degree of formality desired, confidentiality and sensitivity of the message, receiver’s preference and level of technical expertise.In addition to these practical issues, you will also need to consider how rich the channel is. 2-4 Employing Expert Writing Techniques to Adapt to Your Audience 2-4a Focusing on Audience Benefits - Adapting your message to the receiver’s needs means putting yourself in that person’s shoes. Empathic senders think about how a receiver will decode a message. They try to give something to the receiver, solve the receiver’s problems, save the receiver’s money, or just understand the feelings and position of that person. 2-4b Cultivating the “You” View - Whether your goal is to inform, persuade, or promote goodwill, the catchiest words you can use are you and your. - Although you want to focus on the reader or listener, don’t overuse or misuse the second-person pronoun you. Readers and listeners appreciate genuine interest; on the other hand, they resent obvious attempts at manipulation. - In recognizing the value of the “you” view, however, you don’t have to sterilize your writing and totally avoid any first-person pronouns or words that show your feelings. You can convey sincerity, warmth, and enthusiasm by the words you choose.