COM 620 Module 4

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6
C H A P T E R
Communicating in
Writing
COM 620 MODULE
with
Walter Ratliff
4

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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

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Planning and Developing the
Message
Introduction
CloseBody
Parts of a
Message
Intro and Body:
• Direct approach
• Indirect approach Conclusions:
• Goodwill
• Summary
• Sales

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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?

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Planning and Developing the
Message Persuasive
Messages
TYPES OF APPEALS
COMPONENTS
Quality of the evidence

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Planning and Developing the
Message Persuasive
Messages
Attention
Interest
Desire
Action
The AIDA Approach

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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

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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

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Do Visuals Matter for Writing?

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Do Visuals Matter for Writing?

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Revising: Coherence and Flow
When revising:
 Check for accurate topic sentences
 Check for paragraph coherence
 Include transitions and forecasting where
appropriate

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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

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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