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BSAD 340 Spring 2017 - CH 6
1.
Copyright © 2014
Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 6 C H A P T E R Communicating in Writing
2.
Copyright © 2014
Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 2 Tactical Elements for Written Communication Planning and developing the message Selecting and incorporating visual elements Revising for coherence and flow Revising for style and tone
3.
Copyright © 2014
Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 3 Planning and Developing the Message Introduction CloseBody Parts of a Message Intro and Body: • Direct approach • Indirect approach Conclusions: • Goodwill • Summary • Sales
4.
Copyright © 2014
Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 4 Planning and Developing the Message Persuasive Messages 1. How will my audience initially react to my proposal 2. How does my audience feel about me, my company, or my product or service? 3. What are your audience’s needs? In what ways does your idea or proposal fulfill those needs? 4. What benefits does your proposal provide to your audience? 5. What obstacles or objections must you overcome? 6. Is this a sales proposal or a competitive message? If so, what do my competitors offer? How might I distinguish myself or my ideas favorably from my competitors?
5.
Copyright © 2014
Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 5 Planning and Developing the Message Persuasive Messages TYPES OF APPEALS COMPONENTS Quality of the evidence
6.
Copyright © 2014
Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 6 Planning and Developing the Message Persuasive Messages Attention Interest Desire Action The AIDA Approach
7.
Copyright © 2014
Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 7 How Do I Deal with a Resistant Audience? 1. Open with statement of common ground 2. Explain need for change 3. Eliminate objections 4. Provide specific solution or recommendations 5. Explain implementation of plan if appropriate
8.
Copyright © 2014
Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8 Planning and Developing the Message Reports and Proposals • Define a problem • Gather data • Develop recommendations • Can be formal or informal Reports • Serve as sales documents recommending changes or purchases internally or offering services externally • Can be formal or informal Proposals
9.
Copyright © 2014
Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 9 Do Visuals Matter for Writing?
10.
Copyright © 2014
Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 10 Do Visuals Matter for Writing?
11.
Copyright © 2014
Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 11 Revising: Coherence and Flow When revising: Check for accurate topic sentences Check for paragraph coherence Include transitions and forecasting where appropriate
12.
Copyright © 2014
Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 12 Revising: Style and Tone Written business messages should use: Short, simple, precise words, and yet avoid slang Short yet complete sentences and short paragraphs Standard English First- and second-person pronouns
13.
Copyright © 2014
Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 13 Tips for Submitting a Message SEND! Only send copies to those who need the info Proofread for mechanical correctness Avoid using BCC, which may look sneaky
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