Bài giảng Business Marketing - Chapter two: Understanding the Writing Process and the Main Forms of Business Messages

McGraw-Hill/IrwinCopyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.“As people move up, they write more critical documents.”twoUnderstanding the Writing Process and the Main Forms of Business MessagesThe Writing Process:The Three Main StagesLettersThe oldest form of business messagesUsually for external readersUsually relatively formalHas standardized components/formsMemorandums (Memos)Usually for internal communicationFast being replaced by emailTypically have a distinctive form:Date, To, From SubjectSometimes Department, Territory, Store Number, Copies toStructure of Email (1 of 3)Standardized elementsToCcBccSubjectAttachmentsMessageStructure of Email (2 of 3)The beginningName of recipient (first name if acquainted)Generic greeting sometimes used (“Greetings”)Letter salutations rarely usedPurpose, company sometimes usefulStructure of Email (3 of 3)Message organizationAs a general rule, most important information first, with the rest in descending order.More complex messages organized by the plans to be studied.Can resemble business reports.Formality of Email WritingConciseness in EmailMake the sentences short—only the essentials.Use words economically.Paraphrase previous messages concisely.Quote selectively.Clarity in EmailClarity begins with your subject line.To write a clear message, use the techniques discussed in Chapter 4.Courtesy in EmailEven among colleagues, courtesy is appreciated.Avoid “flaming” (anger displays).Practice the you-viewpoint (as discussed in Chapter 4).Correctness in EmailEmail’s fast pace often leads to incorrect writing.Errors in writing distract the reader’s attention.Error-filled writing reflects poorly on you and your company.Closing the Email MessageUsually just the writer's name is sufficient.In more formal messages, closing statement may be appropriate (“Thanks,” “Regards”).Traditional letter closes (“Sincerely”) are sometimes used in formal messages.Text MessagingA recent form of business communicationBegan as short message services (SMS) by mobile phone usersMost carriers have websites where users can send text messages.Typically limited to 160 characters.Instant MessagingLike a typed phone conversation that is text-based rather than voice-basedNeeds to be adapted to the audienceThe formality should be determined by your relationship with the readerAlthough often impromptu, you should maintain a professional tone and style.Social NetworkingAlthough you may have used these sites to stay connected to family and friends, business use them to connect with clients, customers, colleagues, and supervisors.Found to promote personal and professional success.Currently, over 40 percent of employers indicate that check social networking sites when hiring new employees