Business Writing PPT provided at the WasteExpo 2012

1. Clarity in Communications:
Practical Business Writing for Industry
Managers
Presenters: Nayelee Villanueva & Joseph G. Lopez
April 30, 2012 waste expo 2012 1

2. Writing depends on both strategy and intuition
– William Irmscher
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Writing for Industry Managers

3. The Need for Clearer, More Effective
Communication
• We are familiar with jargon, inflated and
empty writing.
• While we recognize it when we see it, we
continue the cycle.
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Writing for Industry Managers

4. Business Writing is Unique
• Businesses are about selling and promoting
goods and/or services.
• While there may be a great product or
service, unless business can communicate it
to their consumers or customers, it won’t
sell.
• Context is important.
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5. What is Effective Business Writing?
• Grammatically and mechanically correct.
• Easily comprehensible-time and attention is
short when it comes to business.
• Free of elements that get in the way of
understanding.
• Appropriate to the level of expertise,
knowledge, vocabulary, and education.
• Compelling/convincing/persuasive enough to
keep the reader moving forward with clear
benefits.
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Writing for Industry Managers

6. Why Effective Business Writing Skills?
• The final printed/typed word is permanent.
– Credibility
– Time
– Money
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7. Where Are We Now?
• Rules of business writing have been the
same for a long time.
• We continue to use models and rules that, at
times, are not relevant to 21st century forms
of communication.
• Many are familiar with traditional business
writing models, but few are prepared for
newer forms.
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8. Where Do We Go From Here?
Get clear:
• Understand what good business writing is and
what it entails.
• Employ basics + strategy.
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9. Characteristics of Effective
Business Writers
Effective business writers have:
1. Process
• Preparation
2. Form
• Writing skills
3. Substance
• Revision skills
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Writing for Industry Managers

10. Essential Questions for Preparation
• What is my purpose? Why am I writing? What
action do I want the audience to take, and by
when?
• Who is my audience? What is the benefit of my
message for them?
• What is the best written channel?
• What is my key message? What are my three
stronger supporting points? How should I
structure my message for each target
audience?
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Writing for Industry Managers

11. Form
• What are you writing?
• What should it look like? What models are
currently in place? What models are
appropriate?
• How does the form fit with the company
culture, organization, product, vision,
strategy?
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12. Write
• Write with minimal revision. Focus on the
message and form first.
• Get down what is relevant, important, and
appropriate.
• Let it sit, for a few minutes.
• Set some time for revision as it is a critical
stage and requires time and attention.
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13. Revision is Key
• Criticize
• Select
• Reorder
• Correct
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14. Revise For…
• Grammar and mechanics
• Potential breakdown in communication
• Elements that lead to misunderstandings
i.e. jargon, casual language, empty phrases,
especially if writing for an international
audience.
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15. Samples of Possible Inefficient Writing
Example: A restructuring will be necessary, and
resources will be targeted at the areas of highest
priority for our entire business.
Translation: We have serious problems: we will
close some businesses and fire people.
*samples from Gordon Adler, Ph.D.
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16. Samples of Possible Inefficient Writing
Example: Operating revenue is high when
compared to operating expenses, and the
debt-to-equity ratio is high.
Translation: The company relying on
financial engineering to cover weaknesses,
and it is taking on excessive risk.
*samples from Gordon Adler, Ph.D.
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17. Appropriate Substance
Be familiar with the audience:
• What is their current knowledge of the
content you are writing? What do they need
to know?
• Vocabulary level/Industry discourse
• Median education level – determines the tone.
• International audiences- research if
necessary.
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18. Employing Writing Strategies
Employing basic writing strategies will aide in
effective business writing practices in many
business writing formats.
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19. Employing Writing Strategies
Put metaphors on the back burner and use
simple, concrete language.
Never use a metaphor, simile, or other figure of speech that you
often see in print.
Never use a long word where a short one will do. More often than
not, an everyday word is better than a bookish one. Use simple,
clear, precise language. Instead of mentioning "the current
situation," explain exactly what it is.
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20. Employing Writing Strategies
Omit needless words.
Be ruthless about self-editing. If you don't need
a word, cut it.
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21. Employing Writing Strategies
Stay active and be in the moment.
Never use the passive verb where you can use an
active verb instead. Active verbs help energize
your prose. Instead of writing "The meeting was
led by Tom," write "Tom led the meeting."
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22. Employing Writing Strategies
Use Standard English
Never use jargon, a foreign phrase or a scientific word if
you can think of an everyday English equivalent.
Using jargon is lazy, and it clouds the message that you're
trying to deliver.
Using foreign language could be perceived as looking like
a showoff.
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23. Employing Writing Strategies
Curb your enthusiasm.
Avoid overusing exclamation points. Use professional
signoffs like "Best" or "Regards“ instead of something
trendy like "xoxo."
Basic Grammar.
This tip sounds obvious, but people often get basic
grammar wrong. For instance, the number of the subject
(whether it's singular or plural) determines the number of
the verb. Use a singular verb form--and pronoun-- after
nobody, someone, everybody, neither, everyone, each, either.
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24. Employing Writing Strategies
Limit your use of adverbs and intensifers
These words can be misleading. Use a
strong verb instead of a weak verb and
an adverb. Instead of writing "Sales grew
quickly," try "Sales accelerated."
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25. Employing Writing Strategies
Be cautious of commonly confused words.
Affect is a verb that means "to influence."
"Effect" is a noun that means "result."
"The weather affects our ability to travel,
and had a terrible effect on our flight to
New York."
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26. Common Business Writing Formats
• Email
• Internet/Media Sites
• Hard Copy Documents
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27. Email
• Titles
• Professionalism
• Context
• Employee direction
• Cc/Bc
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28. Internet/Media Sites
• Broader audience
• Aesthetics/Semiotics
• Correct Information/Updated Information
• Easily Navigated
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29. Hard Copy Documents
• Printing is permanent
• Format is important
• Know what is required/expected
• Research might be necessary
• Aesthetics
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30. Take Home Message
1. Process
• Preparation
2. Form
• Writing skills
3. Substance
• Revision skills
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31. Questions?
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32. Information has been adapted from the
following sources:
Adler, G. (2012). The write stuff: Three steps to corporate writing: A playbook,
Communication World. Retrieved from http://www.iabc.com/cw
Laabs, J. (2000). Make it your business to write clearly, Workforce. Retrieved from
http://www.workforce.com
Koster, H. (2011). Ten tips for better business writing. Forbes Magazine, Retrieved from
http://www.forbes.com/2011/05/02/10-tips-tips-for-better-business
writing.html
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