Business Writing Today - A Practical Guide

Preface......Page 65
Acknowledgments......Page 81
About the Author......Page 85
PART I HOW TO COMMUNICATE IN WRITING......Page 91
Chapter 1 Business Writing Today—And You......Page 93
Why Workplace Writing Matters......Page 106
How Employers See Writing......Page 116
Defining Business Writing for Today......Page 124
Now, Back to You......Page 131
The Impact of the Digital Age......Page 139
How to Use This Book......Page 150
Practice Opportunities......Page 155
I. Write a Memo to Yourself......Page 156
III. Start a Personal Reference Resource of Strong Writing......Page 158
IV. Hold a Group Discussion......Page 160
V. Begin a Personal Improvement Plan for Writing......Page 161
VI. Write About Your Needs as an Oral Communicator......Page 162
Chapter 2 Write to Accomplish Goals......Page 163
How and Why to Plan Your Messages......Page 167
Step 1: Identify Your Short- and Long-Range Goals......Page 172
Look Past the Obvious......Page 173
Define Goals to Shift Your Vision......Page 182
Put Your Goals Analysis to Work......Page 184
Step 2: Analyze Your Audience Systematically......Page 192
Why Audience Analysis Is Key......Page 194
How to Understand People......Page 203
Communicating Across Personal Filters......Page 212
Profiling People You’ve Never Met......Page 220
Reading Between the Lines......Page 225
Inventing an Audience......Page 229
Assessing Corporate Culture......Page 239
Bridging Generational Differences......Page 243
Communicating Cross-Generation......Page 261
How Understanding Other People Helps You......Page 270
Writing to Groups......Page 278
Gatekeepers and “Serial Audiences”......Page 283
Messages to the Universe: Digital Media......Page 287
I. Chart Your Own Goals......Page 291
II. Strategize a Challenging Message......Page 294
III. Review an Earlier Message......Page 295
IV. Group Project: Define Your Generation......Page 297
VI. Read Between the Lines......Page 300
VII. Profile Your Supervisor......Page 303
VIII. Profile an Organization......Page 306
Chapter 3 Put the Planning Structure to Work......Page 307
Decide What Response You Want......Page 316
Apply Your Audience Analysis......Page 320
Brainstorm Your Content Points......Page 331
Don’t Bury the Lead!......Page 335
Middle Well......Page 339
Finally, End Well......Page 343
Choose How to Organize......Page 349
Use a Formal Outline......Page 351
Tell It to Someone......Page 356
Deploy Graphic Techniques......Page 361
The Goldilocks Principle: How Much Is Just Right?......Page 374
Manage Your Tone......Page 382
A 10-Point Tone Checklist......Page 385
Practice the Planning Structure......Page 393
Case 1: Drawing Important People to Campus......Page 394
Case 2: Asking for Opportunities......Page 409
Case 3: Resigning From a Job......Page 418
Case 4: Delivering a Bad News Message......Page 423
Practice Opportunities......Page 440
I. Write a Better Note for Amy......Page 441
II. Group Work: Plan and Pitch an On-Site Visit......Page 442
IV. Draft a “Please Rescind”......Page 444
V. Create a “How To”......Page 445
VII. Find What’s Wrong and Fix It!......Page 447
PART II SHARPEN AND IMPROVE YOUR WRITING......Page 454
Chapter 4 Create the First Draft......Page 456
Choose the Familiar Words of Conversation......Page 460
Help Yourself Use Better Words......Page 471
Build Clear, Concise Sentences......Page 479
How Long Should Sentences Be?......Page 493
Build With Action Verbs......Page 501
Work With Short Paragraphs......Page 516
Use Good Transitions: Words, Phrases and Devices......Page 522
Sidestep Tone Traps......Page 533
The Meant-to-Be-Funny......Page 534
Prejudicial Wording......Page 537
The Pompous and Pretentious......Page 547
The Cold and Impersonal......Page 548
Practice Opportunities......Page 551
I. Practice Sentence Rhythm......Page 552
II. Review and Rewrite a Recent Message......Page 558
III. Translate Your Academic Writing for a Practical Real-World Purpose......Page 560
IV. Review Your Verbs......Page 562
V. Write Notes to Yourself......Page 564
VI. Build a List of Short-Word Substitutes......Page 566
VII. Group Activity: Assemble a Master List of Shorter Words......Page 568
Chapter 5 Edit Your Writing......Page 570
Ten Principles of Power Editing......Page 574
1. Give It the Time......Page 575
2. Give It Some Space......Page 576
3. Consciously Switch Roles......Page 577
4. Use Track Changes to Edit Onscreen......Page 578
5. Print It Out and Use Your Red Pen......Page 579
7. Use the Read-Aloud Test......Page 581
8. Use Grammar and Wording Tools......Page 582
10. Proofread. Finally.......Page 584
Practical Editing Stage 1: Content Review......Page 587
Practical Editing Stage 2: Review Language and Structure......Page 594
Use the Readability Index......Page 597
Use the Read-Aloud Method......Page 604
Commonsense Fix-It Techniques......Page 615
Strip Redundancy......Page 617
Substitute Short Words for Long Ones......Page 618
Minimize Words That Create Abstract Sentences......Page 621
Limit Use of Prepositions: Of, To, For, By, In, On......Page 630
Limit Adjectives and Adverbs......Page 634
Count Your Conjunctions: And, Or, But, For, Nor, Yet, So......Page 641
Find Those Action Verbs......Page 645
Sidestep Business-Speak......Page 651
The Trouble With Jargon......Page 652
The Trouble With Buzzwords......Page 662
The Trouble With Empty Rhetoric......Page 665
The Trouble With Idioms......Page 669
Fixing Some Grammar Glitches......Page 674
Using Commas......Page 676
Periods......Page 680
Exclamation Points......Page 681
Dots and Dashes......Page 683
Agreement......Page 684
Danglers and Misplaced Modifiers......Page 685
Parallel Construction......Page 687
That Versus Who Versus Which......Page 689
Who Versus Whom......Page 691
Ending With Prepositions and Conjunctions......Page 692
Double Negatives......Page 693
The Fixer Takeaway......Page 695
Editing Down Long Copy......Page 698
How Correct Must Business Writing Be?......Page 701
Finally: Proofread......Page 705
Remember: Many Ways Can Work......Page 709
Practice Opportunities......Page 712
I. Explore the Readability Index......Page 713
II. Compare Readability Tools......Page 716
III. Rewrite Your Past Writing......Page 717
IV. Edit Someone Else......Page 719
V. Write a Memo to Yourself......Page 721
VII. Sentence Fixer-Uppers......Page 723
VIII. Real-Life Fixer-Uppers......Page 728
Resources for Part II......Page 734
Books......Page 735
Online Resources......Page 739
College and University Writing Help Websites......Page 743
Chapter 6 Use the Techniques of Persuasion......Page 744
Line Your Toolkit With Essentials......Page 750
Know What You Want......Page 752
Define and Understand Your Audience......Page 754
Believe It!......Page 757
Know Your Story......Page 761
Focus on Benefits, Not Features......Page 764
Communicate to Inform and Educate......Page 767
Adopt Persuasion’s Triple Play: Ethos, Logos, Pathos......Page 771
Write to Build Trust......Page 777
Acknowledge Other Viewpoints......Page 785
Build Persuasion Into All Your Writing......Page 791
Show Don’t Sell!......Page 795
Use Language Magic......Page 800
When the Story Is Yours: Finding, Shaping, Telling......Page 818
How to Dig for Your Own Story......Page 822
Draw on the Transformation Story Model......Page 825
Tips for Writing the Story......Page 839
Explore the Emotional Dimension......Page 844
Integrate Ethos, Logos and Pathos......Page 849
Use the Power of Specific Language......Page 856
Remember the Graphic Dimension......Page 860
Learn From a Model Business Writer: Warren Buffett......Page 872
Practice Opportunities......Page 877
I. Analyze the Advertising Around You......Page 878
II. Discuss: How Decisions Are Made......Page 880
III. Write and Present an Anecdote......Page 881
IV. Write Your Story......Page 883
VI. Research and Report on a Corporate Story......Page 884
VII. Write a Persuasive Letter or E-mail......Page 885
VIII. Write a Rebuttal Letter......Page 887
IX. Read and Analyze Warren Buffett......Page 888
X. Word Choice Practice: Dump the Clutter......Page 890
Selected Resources for Chapter 6......Page 891
A Few More Books......Page 896
PART III THE BASICS OF BUSINESS COMMUNICATION......Page 898
Chapter 7 Building Relationships With Everyday Messages......Page 900
Use E-mail Strategically......Page 905
Commit to Crafting Your E-mails Well......Page 912
Write E-mails Based on Their Purpose......Page 916
Know When E-mail Is Not the Right Channel......Page 919
Model Messages on Your Own Response Patterns......Page 926
Build the Subject Line and Lead Paragraph......Page 928
Apply the Planning Structure......Page 934
Build in the Right Tone......Page 956
Don’t Bury the Lead!......Page 975
Communicating About Work Problems......Page 987
Asking for Help......Page 990
Preparing for Face-to-Face Conversation......Page 997
Writing Confirmation and CYA Memos......Page 1009
Responding to Angry or Mean-Spirited People......Page 1012
Some E-mail Q&A......Page 1017
I. Assess Your Manners Quotient......Page 1031
II. Group Work: Plan and Write a Communications Policy......Page 1033
III. Make a Difficult Request in Writing......Page 1034
IV. Plan a Challenging Conversation......Page 1036
V. Write an E-mail to a Friend Who Writes Poor E-mails......Page 1038
VI. Write a Complaint E-mail to a Person or Organization That Disappointed You......Page 1039
VIII. Group Project: Create Guidelines for Writing E-mails......Page 1041
IX. Questions for Discussion......Page 1042
Chapter 8 Writing More Formal Messages......Page 1045
When to Write Letters—And How......Page 1050
Characteristics of Successful Letters......Page 1053
Format: Keep It Simple but Classic......Page 1065
Craft Letters for Specific Situations......Page 1074
Thank-You-Very-Much Notes......Page 1075
Writing Effective Requests......Page 1095
Use Messages to Network......Page 1108
How to Ask for Informational Interviews......Page 1110
Use Strategies That Build Your Connections......Page 1120
Practice Job Application Courtesies......Page 1129
Writing a Rejection Message......Page 1139
Writing to Fix Business Problems......Page 1144
Fielding a Supplier Challenge......Page 1146
Responding to Complaints......Page 1153
Collecting Money Due......Page 1156
The International Dimension of Business Writing......Page 1163
Practice Opportunities......Page 1171
I. Request an Informational Interview: Write and Review......Page 1172
II. Ask for a Special Favor......Page 1174
III. Respond to Rejection......Page 1175
IV. Write a Rejection Letter......Page 1176
VI. Manage a Client......Page 1178
VII. Draft a Letter About Writing Letters......Page 1179
IX. Write a Meaningful Letter of Appreciation......Page 1181
X. Write a Message to an International Audience......Page 1183
Chapter 9 Creating Strong Business Documents......Page 1184
Writing Tips for Business Documents......Page 1190
Create Reports That Win Support......Page 1198
Develop Big-Picture Project Reports......Page 1202
Find Your Story......Page 1205
Use Action Heads and Subheads......Page 1210
Write Solid Personal Reports......Page 1215
The Executive Summary: Techniques and Options......Page 1221
Sample Executive Summary for a Report......Page 1230
Outline-Style Versus Narrative Executive Summary......Page 1234
Writing Proposals That Win......Page 1240
How to Work With Rigid Formats......Page 1258
How to Write Informal, Conversation-Based Proposals......Page 1259
Succeeding With Grant Applications......Page 1278
Grant Application Strategies......Page 1284
A Word on Business Plans......Page 1290
Practice Opportunities......Page 1298
I. Group Project: Invent and Propose a New Course......Page 1299
II. Group Project: Develop a Nonprofit Project Proposal......Page 1300
III. Create a Business Proposal......Page 1304
IV. Write a Report......Page 1306
V. Class Discussion: When You Don’t Agree With Your Employer......Page 1307
PART IV WRITING FOR ONLINE AND SPOKEN MEDIA......Page 1309
Chapter 10 Craft Your Writing for the Interactive World......Page 1311
Strategizing Your Digital Presence......Page 1316
See the Digital Revolution in Perspective......Page 1320
Online Media and You......Page 1324
Why Online Writing Matters......Page 1329
Adapting to Interactive Media......Page 1335
Guidelines for the Mechanics......Page 1337
Helpful Online Techniques......Page 1341
Guidelines for Building Your Positive Image......Page 1349
Ten Tips for Using Online Media......Page 1352
Website Writing: What’s Different......Page 1360
How to Strategize a Website......Page 1374
Define Your Goals......Page 1375
Think About Audience......Page 1379
Decide on Message and Content......Page 1381
Choose Your Tone......Page 1382
Site-Building Practicalities......Page 1384
Translate Print to Online Language......Page 1388
Blogging: Know Why, Know How......Page 1396
Inventory Your Strengths and Expertise......Page 1401
Find Ideas in Your Current Experience......Page 1405
Take Trouble With Headlines......Page 1413
Craft an Engaging Lead......Page 1418
Starting a Blog Q&A......Page 1421
Joining Online Communities......Page 1427
Using LinkedIn......Page 1431
Using Twitter’s Micro Magic......Page 1443
Choose to Brand Yourself......Page 1453
Think Global: The Internet Lives Everywhere......Page 1459
Keep Wording Super Clear and Direct......Page 1462
Use Simple Language Structure......Page 1463
Stay Conscious of Cultural Differences......Page 1465
Practice Opportunities......Page 1469
I. Create and Post a Comment......Page 1470
II. Plan and Write a Blog......Page 1471
III. Group Debate: An Ethical Issue......Page 1474
V. Build an Online Profile......Page 1476
VI. Q&A Practice......Page 1477
VII. Plan a Social Media Program......Page 1479
Selected Resources for Social Media and the Internet......Page 1480
Chapter 11 Present Yourself: Write Well to Speak Well......Page 1490
The Elevator Speech: Why and How to Write It......Page 1496
When You’re a New Career Builder......Page 1505
Developing Speeches and Presentations......Page 1515
Adapt Your Personal Story......Page 1524
Prepare Talking Points for In-Person Occasions......Page 1530
Writing Tips for Spoken Media......Page 1538
Creating Better PowerPoints......Page 1553
Planning and Using Video......Page 1565
Video Dos and Don’ts......Page 1568
Introducing Yourself With Video......Page 1580
More Ways to Use Video......Page 1588
Translating Verbal Into Visual......Page 1591
Creating Your Own Visuals......Page 1598
Practice Opportunities......Page 1604
I. Write Your Elevator Speech......Page 1605
II. Group Activity: Develop Guidelines for Elevator Speeches......Page 1607
III. Analyze a Speech......Page 1608
V. Present the Plan......Page 1609
VI. Graphic Interpretation: Nonprofit Example......Page 1610
VII. Graphic Interpretation: Corporate Example......Page 1611
VIII. Evaluate Speech-Making Advice......Page 1612
IX. Group Project: Plan a Video......Page 1614
X. Group Discussion......Page 1616
XI. Illustrate Your Own Post......Page 1617
Selected Resources......Page 1618
Speechwriting......Page 1619
Public Speaking Skills......Page 1622
Video......Page 1624
PART V INTO THE FUTURE......Page 1626
Chapter 12 Win Your Opportunities: Writing for the Hunt......Page 1628
Plan a Résumé Based on Strengths......Page 1635
Apply the Goal and Audience Structure......Page 1644
How Traditional Must Résumés Be?......Page 1648
Tweak the Format to Advantage......Page 1653
Write to Outshine the Competition......Page 1661
Use Concise and Energetic Language......Page 1670
Create a Summary of Qualifications......Page 1680
Showcase Your Work Experience......Page 1690
Employ Stand-Out-From-the-Crowd Techniques......Page 1702
The Social Media Résumé Option......Page 1720
Develop Strong Cover Letters......Page 1722
Options for Strengthening Your Letters......Page 1727
Tips for Connecting With Reviewers......Page 1734
Adopt an Upbeat Tone......Page 1745
Meet the Technical Specs......Page 1747
Practice Opportunities......Page 1753
I. Plan for a Job Hunt......Page 1754
II. Write an Ad for the Job You Want......Page 1756
IV. Write Your Summary of Experience......Page 1758
V. Review Your Current Résumé......Page 1759
VI. Write a Letter for Your Dream Job......Page 1760
VII. Compare Job Application and Personal Ads......Page 1762
VIII. Role-Play Job Interview Scenarios......Page 1764
Appendix: Activities, Practice, Planning......Page 1771
Sentence Rewrite Practice (Nobody’s Perfect)......Page 1774
Unfortunate Real-World Examples to Diagnose......Page 1787
Writing and Ethics: Conversation and Debate......Page 1798
Using Techniques of Persuasion......Page 1799
Take a Position: Hiring Essay Writers......Page 1806
Handle Unfamiliar Media: A Newsletter Project......Page 1808
Make Your Own Cheat Sheets......Page 1813
Guidelines for Finding the Lead......Page 1814
Cheat Sheets and Templates for Solving Problems......Page 1818
Develop Your Interviewing Skills......Page 1823
Interview a Relative for a Magazine Portrait......Page 1825
Interview a Classmate......Page 1832
Frame Good Questions for Business Situations......Page 1833
Five Favorite Assignments......Page 1835
Teach Your Grandparents to Use Their Mobile Device......Page 1837
“How Do I Sound to You?” First Impressions on the Phone......Page 1838
Progress Report: Self-Assessment of Your Online Presence......Page 1841
Shark Tank: Business Proposal Project......Page 1844
Online Posting Complaint and Adjustment Statements......Page 1846
Create Your Personal Writing Rx......Page 1848
Index......Page 1856