ifs
the best way to adopt a conversational tone in your professional writing is simply to use "_____ ____"
"plain English"
remember that good business writing in the US is more conversational than academic writing but not as informal as non-business emails --
--
1. make your main point clear, preferably as near to the beginning of the message as possible 2. do not include irrelevant information in your document 3. present your main points in a logical fashion 4. always remember to include all important details
4 concerns to consider when writing a document in the UNITED STATES
the most tried and true way to write a persuasive message to a US audience is through the AIDA format. 1. A - grab the readers ATTENTION 2. I - INTRODUCE and arouse INTEREST in the "product" 3. D - create a DESIRE for the product through clear evidence 4. A - request ACTION
AIDA format
contain a puzzling passion and exuberance. Figures of speech and repeated syllabic sounds in synonyms give the language a power of its own that comes through in the expressiveness of the writing. Self congratulation and self praise may permeate a doc. may use 100 words when a US writer may only use 10. this wordiness is an spect of the indirectness found in routine messages from higher contexts cultures, such as Saudi Arabia, Qatar or Iraq
Arabic cultures routine messages
writers did not attempt to reduce the power distance, and instead chose to recognize it. The tone is more formal and less likely to create a very friendly relationship "this letter is being written so that you and members of the ___ may become aware of a new program" " I would like to inform you that I have joined the __ as a financial services advisor. our company provides important financial service which you may be interested in"
Canada direct sales message
INDIRECT a low-context rhetorical style may be at cross purpose to the more high context rhetorical style of the Chinese preference for starting with ideas or life experiences instead of structuring documents around formula. connected to this expression of ideas is the Chinese sense of Qing, Li, and Jing Qing: connects with powers of persuasion, especially the emotions Li: loosely translated as "reason", however this reasoning does not rigid follow a somber, emotionally controlled and purely intellectual course. Deals with truths which may be finessed and learned through subjectivity, not only straightforward objectivity. Qing and Li are inseparable Jing: way to persuade through a description of things form the natural world. "meetings may go slowly when snow and ice covers the city streets and railways" other strategies: 1. opening paragraph that sets up the basis of the relationship 2. second paragraph that gives "face" to the reader 3. third paragraph that set sup a sense of "face" for the writer
China routine messages
1. yi yukuai de xinqing ( with a happy mood) - key to use in invitations to express politeness 2. shine rongxin de yaoqing (happily to invite) - to express "inviting with great happiness" 3. yinqie qidai - to expect enthusiastically, with great passion
Chinese phrases to show sincerity
1. guifang (honorable one) - used to address the reader 2. yu xie guifang hezuo - placed near the near the letter's closing to thank the receiver in advance for his/her cooperation 3. jinzhi- used at the messages end to express good wishes and respect 4. zai yi ci biaoshi zhongxin de ganxie- placed at the end of the message to express very sincere gratitude
Chinese polite expressions to strengthen overall message
Conway and wardrope warn that failing "to instill an appreciation of.. cultural differences" in US professionals "could substantially impair their ability to successfully conduct business with their Latin American neighbors"
Conway and wardrope
I leave you with a warm embrace or leave is taken. with a fraternal embrace
Latin American closing phrases
since education and titles are so highly valued, when addressing ____ ____ or ___ _____ professionals in documents make sure to include formal titles in your greetings Doctor Maria Oxana Morales NOT ms. Morales, arquitecto miranda Garcia NOT Mrs. Garcia
Latin American or latin European
-typically the main point of a message appears in the middle of the text - the writing style is not based on directness and conciseness - the prose style is often fluid and emotional, and the writing may have over the top praises within rambling and long sentences - the concept of audience is often ignored - the format of the document will show little concern for page design principles, including the use of headings
Mexico business writing practices
as per our phone conversation today, I herewith confirm to you our interest to apply on behalf of our client in Mexico as per and herewith confirm are considered dated and old fashioned north of the rio grande
Mexico opening sentence
writers tend to be more emotional driven and more sensitive to the personal tone of the message avoid discussions of mistake s below average business performance. Any type of criticism may be viewed as personal, and the individual may become concerned with LOSS OF FACE letters aim for INDIRECTNESS an introductory buffer, a discussion of info, an identification of the complaint, and a request for action Korean writers more often broke the sequential ordering of meaning components, thereby exhibiting a circular or indirect pattern. They more frequently used buffers, and the buffers strongly worked to keep attention away from the messages positive news tend to personalize the reader and in some cases personalize both "you will have discussed this matter beforehand with me"
South Korea routine messages
most letter by writers composing in Spanish will consist of a very cordial greeting, often wish of good heath and fine fortune, a short statement about the writers life, and then the messages main purpose
Spanish letter order
if you mislead or exaggerate in a persuasive letter delivered by the US postal service, the federal gov can charge you with mail fraud, a crime punishable by heavy fines and even jail time (T/F)
TRUE
This practice is recommended by the CFO (weak)
The CFO recommends this practice (strong)
when it comes to letters, readers in the ____ and ___ want to know how to prioritize a message immediately
US & Canada
US audience worked to decrease power distance between the writer and reader of the message by greeting with "dear friend" also worked to reduce the power distance inequity by asserting that the receiver is virtuous, similar to the sender or deserving of some reward " congratulations! your outstanding credit history prequalifies you to receive... b/c you are one of our valued cardholders, wed like to express our thanks"
US DIREECT SALES MESSAGES
a ______ style would use many latin words and long sentences and long clauses
academic
as you sit on the front seat of the smooth roller golf cart and put the machine into gear, you will immediately be impressed y the comfortable, smooth ride. no more of the sudden and uneven accelerations of other carts. thats b/c our unique transmission and suspension system work in tandem to keep all aspects of the motors performance in control. all you have to do is stay focused
action oriented example
keep your prose sharp, clear and highly readable by relying on action verbs and active voice. avoid passive verbs as much as possible (to be: be, being, is are, was, were, am, etc)
action verbs, active voice
choose top three reasons why what you are selling is first rate (NO MORE THAN FOUR) as central selling points. emphasize the best aspect first, then work to flesh out each major selling point in a paragraph of its own.
assert your central selling points
provide assistance (noun)
assist (verb)
the biggest problem business writers have construction gparagraphs is
attemtpting to squeeze too many ideas into one block of language
a resistant group will need a more indirect format, one that will initially hook their _____
attention
FIRST PARAGRAPH: a statement in the first sentence describing the main purpose of the message MIDDLE PARAGRAPHS: a description of nay explanation or details necessary in completing the message CLOSING PARAGRAPH: a positive to neutral courteous closing, that may ask for an action to be done if an action was requested in the messages opening
basic format of the direct approach to routine messages
fill the reader in on any details, background info, or necessary explanation that will help maximize the response. keep this section logically organized b/c MANY BUSINESS WRITERS LOSE THEIR FOCUS HERE may be useful to set off and number specific points or question to help the reader speed through the document answer individual questions more easily
body of direct routine message
If you only have a vague sense of how you're aiming your message, you can work to narrow your topic by using _________
brainstorming techniques
be concise, get your point across quickly, be direct, do not use adjectives and adverbs unless absolutely necessary, and use short words and short sentences
business writing in the US
Focusing on economics is the typical strategy. gas and retail credit cards charge as much as 28.8% interest. That means that on an average balance of $1,200 you could pay up to $345.60 a year in interest. But if you put those purchases on a low-interest MC card, you could save $219.60 in interest costs alone
canada direct sales example
canada letter writers more likely to avoid emotionally stimulating language and prefer to focus on safety and convenience to establish credibility with reader: a credit card invitation from a major Canadian bank will say nothing about itself this is less likely true in US. These messages will more likely frequently include language about the companies to aide in establishing credibility: "we are one of the nations oldest continues bank cards operations, since our establishment in 1992, we have grown to become the largest and most highly respected company in the united state, you'll be confident in the support of two names you can't rust- Adams nations bank and visa"
canada vs US
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central selling point example
staying brief and concise using active voice and similar language help lower the fog index
clear content in routine messages
keep last paragraph POSITIVE to NEUTRAL in tone and succinctly wrap up the content developed in the earlier paragraphs tell the reader to act and when to act give a specific deadline (if an explanation for a deadline is appropriate to detail, then provide the reader with the reasons) always remember the common courtesy language that will smooth the communication
closing of direct routine message
a ____ tone is preferred in the US for a majority of business messages to develop a ____ tone in your writing, use everyday words, words typically chosen for everyday conversations
conversational tone
busy readers in the US have the same preference for short paragraphs that they have for short sentences most experts recommend keeping your paragraphs to FOUR TO EIGHT lines (not sentences) long
crafting paragraphs
reach a decision (noun)
decide (verb)
directness also means
deductive
the direct approach pattern using deductive logic is the most common form used in business writing in the United States. direct approach messages include delivering positive or neutral news, making requests and responding to requests, making claims for adjustment and responding to these claims, placing orders and responding to orders, making positive recommendations and composing goodwill messages
direct approach for routine messages
please send all relevant information about the signet hotels conference facilities for the proposed southeast information technology associations annual meeting on march 22-23, 2005.
direct opening routine message
Starts with the main point and brings in details and explanation later
direct organizational approach
an interested and willing audience can be persuaded fairly _____
directly
the US often refers to the preference for _____ (indirectness/directness)
directness
The most commonly used letter format for organizing your message to reader in the United States is the direct approach format. it gets to the point right form the first sentence, thus saving the reader time. ______ and _____ are two big cultural priorities in the United States stating what's important at eh beginning of your message will benefit the communication process
efficiency and time-saving
to strengthen your central selling points and create a desire in your reader to buy your product, use your service, or implement your idea, use specific evidence to support your assertions. if you simply make forceful statements ( our product cleaning power beats all of our competitors), your audience will not be very convinced unless you provide strong evidence (in a study conducted by the university of Toronto, simply clean killed 15% more bacteria than three other major brands) conducer using illustrative details to clarify your main points don't flood audience with too many facts. too much info may frustrate, bore, and annoy. do not throw technical info at your readers that they may not understand
evidence to convince
Licenciado (university graduate) Ingeniero (engineer) Licenciado en Derecho (lawyer) Maestro (distinguishing teacher, but not a doctor or professional) Contador Publico (CPA)
formal titles overlooked spanish
1. using humor can be risky. if you use it, be very careful, and of course avoid all jokes that can be interpreted as sexist, racist, etc. 2. do not sound overly familiar and friendly with your reader; readers will view this tactic as presumptuous 3. try to be yourself 4. avoid using too much flattery, b/c it will risk sounding insincere 5. do not preach or brag to your reader
formalism basics
if you need to describe to new employees how to process customer complaints correctly you move from _________ - processing customers complaints to _______- teacher employees to properly fill out the complaint forms and finally to a ________ - following procedures for processing complaints will please the customer more quickly and cut down on the number of unnecessary law suits
general topic , more specific main idea, focused main point
even though _____ may make other cultures business wiring styles similar to those in North America, a reader should always be open to potential differences
globalization
you want to practice ____ ____ when you compose a persuasive message do not exaggerate your main selling points, including any guarantees, waranties, and discounts avoid deliberately omitting or hiding key information that the consumer should def know when describing product, your best strategy is to rely on clear scientific findings or basic concrete evidence that you state accurately and objectively
good ethics
a provocative question a startling fact a striking story a powrful quote by an expert or famous person
grabbing attention
hook your reader from opening sentence A PROVOCATIVE QUESTION: why should you invest in real estate when the sales in your region are at an all time low A STARTLING FACT: more teens in the United States die of suicide than from car accidents each year A STRIKING STORY: let me describe how life changed for a finance professional who switch to Bartley & Hanns new service packages A POWERFUL QUOTE BY AN EXPERT OR FAMOUS PERSON: Neil Armstrong said "one small step for man, one giant leap for mankind." at mcgills footwear, we like to think of our customers as taking giant steps
grabbing attention
most business cultures across the globe prefer a _________ in all professional documents and communications
high level of formalism
when a writer plans to persuade readers, he or she should first determine
how resistant the audience will be to the content
Jacobson sun proof 2 deck furniture will last for years. we coat the vinyl straps w/ a nylon polymer that protects from both sun and water damage. the sturdy metal Fram has extra support b/c of carefully installed bolts instead of machine inserted rivets. the frames rust resistant paint keep unsightly spots from discoloring the metal
illustrative detail evidence to convince
avoiding the use of "I" and "you" ad well as the specific names of either the writer or the reader for Korea US writers frequently prefer to ______ both by "referring to the company name, using the plural "we", or employing passive voice
impersonalizing
most of the world prefers an ____ _____ to almost all messages, unlike north americas general preference for directness
indirect approach
if your audience will react negatively, with doubt, surprise, disappointment, you may want to use an ________ ______
indirect format
ive been assigned the task of collecting material for an up coming conference meeting of information technology professionals. this conference will be very important for those individuals on the job search. I was hoping to find space at your hotel fro our conference.
indirect opening routine message
places details, explanation, and/or evidence first, then the main point comes later in the document
indirect organizational approach
_____ is preferred in most negative scenarios
indirectness
introduce your product in the messages attention grabber, or make it clear to reader in the next paragraph. Introduce your product effectively to make your ideas cohesive and action oriented, and keep stressing the initial main selling point
inducing and creating interest
indirectness also means
inductive
consider _______ your English to help with avoiding misunderstandings with your counterparts in other nations
internationalizing
- using the most common 3,500 words in the English language. avoid uncommon words, such as onus. Use the more familiar word burden instead - choosing words that have only one main meaning. use the adjective expensive to describe a price instead of "high" b/c "expensive" has one meaning -using words only in their most common usage. do not use a word as verb hen most frequently it is used as a noun. (ex: avoid "faxing the report" and "impacting the markets" - composing with more short, simple sentences than usual. in regards to the Fox Index, aim for a 7th-9th grade reading level (but also keep cultural norms in mind) - avoid acronyms (ASAP, RSVP, etc.) -adapting the tone of the letter to the readers cultural norms. do the research! -avoid emoticons ( :) :0 ;) )
internationalizing written English
do not just describe what you have to offer, create a vivid scene that allows the reader to picture himself or herself taking advantage of the benefits you offer compose an action oriented scenario that will put the potential customer directly into the scene
make it action oriented
"distinguido" (distinguished) or "estimado" (esteemed) followed by the readers name
opening greetings for letters spanish
how should I prioritize the message and why was it sent to me? (answer these two questions immediately) always state the main point of the message in the first paragraph opening with this important point is the PRIMARY WAY to write routine messages, even if this type of beginning seems blunt
opening paragraph direct routine messages
other touches to openings may include several elegant variations to note the readers deserved respect "muy señor mio" (my lord) using "muy" (very) to title descriptions is also considered fine form: Muy distinguido doctora Rodriguez (very distinguished doctor Rodriguez)
other touches to openings spanish
process a payment (noun)
pay (verb)
an inductive approach is better for situations that require ____
persuasion
grabbing attention introducing and creating interest make it action oriented assert your central selling points use evidence to convince request action using self esteem and emotional appeals
persuasive messaging ways
a ____ style might be quite subtle and indirect with language
poetic
both Latin American and Spanish business writers prefer to write with extreme _____ which creates, to a US perspective, "wordiness"
politeness
use a positive tone can build goodwill in reader. primary ways to establish this technique include you-attitude, positive emphasis and reader benefits.
positive tone in routine messages
1. use the SCARCITY technique to show the exclusivity of something: "a limited number of tickets to the first round of the tournament will be available to donors at the 500 dollar level" 2. the SOCIAL PROOF strategy offers the testimonials of ppl and or organizations the reader will respect: "Angies list highly recommends our work on both residential and business air conditioning systems" 3. the RECIPROCITY approach promises to give something back to the reader in some way, shape, or form: "as a token of our thanks, we will send you the newest paperback edition of economics across the globe"
principles of appealing to emotions
make a referral (noun)
refer (verb)
the LAST PARAGRAPH of your persuasive message should request that your audience act on your proposal keep closing tight, make clear the specific action wanted, show how easy the process is, ask for a quick decision, make your request confidently do not use generic statements like "let us know soon! or respond quickly!" give your audience the details. tell them to specifically fill out a form, make a phone call or go to website. consider restating top primary selling point often adding some incentive can motivate audience "save money by responding before deadline"
request action
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request action example
Patriotism: this is Americas card! the value has never been better! Vanity: this exclusive platinum Visa card will set you apart form others Nationalism: With every purchase you make we will donate 1% of the total to our troops overseas
rhetorical appeals in the US
in us business culture, readers prefer documents in a
straightforward, linear format that moves logically from point to point
after the topic sentence the rest of the sentences in a paragraph are these sentences flesh out the ideas asserted in the topic sentence
supporting sentences
focusing tool for the entire paragraph
the topic sentence is the
the meeting was cancelled by the unit manager (weak)
the unit manager cancelled the meeting (strong)
the supply order was received by the worker (weak)
the worker received the supply order (strong)
no matter how long or short your document, you will need to break it down into no more than ____ to ___ primary points that support the main point
three or four
keep sentences short. long sentences slow your reader down. most experts argue that your avg sentence length should aim for 20 or fewer words
tight sentences
style controls
tone
every paragraph needs a first sentence in the paragraph
topic sentence
if you are writing a message to a reader outside the US and Canada, you may consider using a much more formal tone (T/F)
true
the Aida format is the preferred plan to use with audiences who have not requested information (true / false )
true
1. bring up a central selling point in the BEGINNING of your doc. In your message as a whole you will need to flesh-out several important features that make your product, service or idea stand out from the crowd. If you mention your main selling point in the opening, this will further reinforce the strengths of what you are selling 2. take a UNIQUE approach. Aim to offer something fresh, something new, and do so with original, vivid language. DO NOT use an anecdote or scenario that will sound like something ppl will have been overly exposed to in the past. If you are selling a clean product, describing the scene where a young child has created a mess in the living room may seem cliched to your audience
two primary objectives to accomplish in the opening of AIDA message
Listing clustering (linking groups of ideas) a Q&A chain (generating questions a reader might likely ask) an FCR worksheet (organizing the findings, conclusions, and recommendations) a journalist approach (starting by asking who, what, when where, why, and how)
types of brainstorming techniques
1. PRAISE ACTIONS FROM THE PAST: your helpful donation last year helped to save hundreds of species in the ravaged rain forests in Brazil 2. USE QUANTITATIVE INFO TO SHOW HOW AN INDIVIDUAL HAS HELPED: your contribution to the upstate regional animal center helped to save the lives of 214 dogs including 143 puppies, 299 cats 201 kittens, 27 reptiles, including iguanas and Burmese pythons 3. SHOW HOW MUCH THE SUPPORT IS NEEDED: b/c of the budget cuts to the state arts grants funding, we need donations form passionate readers like you to keep our literary magazines conglomerate alive 4. GIVE A COMPLIMENT: extraordinary ppl like you wisely know how much building a harmonious community of volunteers means to a city.
using self esteem and emotion appeals tactics
nouns that end in ion, meant, and al can often transform into
verbs
in professional documents the ____ impact is important
visual impact
avoid writing "we will preform an investigation of the scenario" instead write
we will investigate the scenario
to emphasize the thing receiving the action, not the agent and to avoid placing blame
when are passive verbs preferred
