Business Writing

Trainer: Shyama Dutta

Understanding Business Writing

Fundamental Truths about business writing

Business Writing : Is Audience Sensitive Creates and build relationships

Builds Brands
Needs to follow formats Needs to use proper language Is increasingly technology dependent

The 3 step writing process

Planning
Situation Information Medium Organization

Writing
Adapt to the Audience Compose the Message

Completing
Revise Produce Proofread Distribute

Audience Sensitive in a B2B market

You are writing to a corporate audience who is bound by their own perceptions and company culture

Business Etiquette

Respect

Diplomacy

Corporate Correctness

Business Etiquette

Communication that is Positive and Bias free

Business writing establishes company presence

How does good writing build your company brand (and yours too)
Correct writing makes your company look professional and capable It is read with more care and confidence Clarity brings about understanding Good writing impacts the bottom line

Who is the Mercury Pharma Audience who do you write to

An Analysis

Writing across global audiences

Simple and plain English Short Sentences Provide transitions Use proper addresses (globally acceptable) Cite numbers carefully Avoid slang, jargon, and humor

Differences in societies
Youth oriented or senior oriented Addressing to gender Hierarchy is differently viewed across cultures High or low context culture

High and low Context Culture

In a high context culture, many things are left unsaid, letting the culture explain. Words and word choice become very important in higher context communication, since a few words can communicate a complex message very effectively to an in-group (but less effectively outside that group. A lower context culture, the communicator needs to be much more explicit and the value of a single word is less important

High and low Context Culture

High Context Culture African, Arab, Brazilian, Chinese, Filipinos, Finnish, French Canadian French Greek Hawaiian Hungarian Indian Italian Japanese Korean Latin Americans Midwestern United States Persian Portuguese Russian Spanish Thai Turkish Vietnamese Low Context Culture American (Northern states), Australian, English Canadian, English ,German Irish, New Zealand, Scandinavia

Marketing Perspective of Culture

An individual from a high context culture is going to be more sensitive to nuances and communication. When communicating to a high context culture - like Japan companies local and cultural images appeal more to their consumers. Marketers should also keep in mind that in a high context culture fewer words are better than many. A high context culture is going to respond better to a more direct and formal style of marketing. Tone of voice, facial expressions, gestures, and posture are all non-verbal cues that can be utilized when reaching out to high context consumers.

Profiling the Audience

Main Target Audience Decision Makers Education

Role in company
Understanding

Expectations
Reactions

What is your job in written communication

A - Attention I Interest D Desire A Action

AIDA
A - Attention (Awareness): attract the attention of the customer. I - Interest: raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising). D - Desire: convince customers that they want and desire the product or service and that it will satisfy their needs. A - Action: lead customers towards taking action and/or purchasing.

Why is your information read

Relevancy Goal Oriented Benefit Driven Budgets and Money Impacts Easy to describe to relevant colleagues Quick and easy call for action Ease of reading Presentation Credible

Audience ready writing

Effective Goal driven Clear Correct tone Benefit Driven Short is sweet Active Grammar and Punctuation

Effective writing
The reader of your communication to thoroughly understand everything you are saying.

Know your goal and state it clearly.

Do you want the reader to do something for you or are you merely passing along information? Do you want a response from the reader or do you want him to take action? Your purpose needs to be stated in the communication without a lot of information that is not relevant. Clarity is important in all of your writing.

Tone
Certain forms of communication, like cover letters and proposals need a formal tone. Writing to someone you know well would need a more informal tone. The kind of tone depends on the audience and purpose of the writing.

Benefit driven
Explain in clear terms what you want the reader to do. They can not oblige if they do not understand. Also, they may not even want to try to help if the communication is vague and sloppily written.

Short is sweet
Keep sentences and paragraphs short and concise. Do not overuse clichs, jargon, and expressions or try to impress with big words. Less is more -Leave out words that do not contribute to the main focus of the communication.

Grammar and Punctuation

Good grammar is impressive and makes language clearer

Good Grammar Rules

BE ACTIVE: The active voice is simpler, shorter and allows for action:

Passive voice: Your proposal was reviewed at our meeting on April 1, and it was immediately submitted to the developers.
Active voice :We (or name of your company) reviewed your proposal on April 1 and immediately submitted it to the developers.

Good Grammar Rules

Focus on the real subject. : Don't bury a key word by dropping it into a phrase following a weak subject.

 Weak Subject: The implementation of the new marketing campaign will begin on June 1. Strong Subject : The new marketing campaign will begin on June 1.

Good Grammar Rules

CTC or Cut the Clutter: If you are precise and simple reading becomes easier. Cut the buzzwords and Jargon Avoid outdated expressions

Too many words : I am writing this note because I want to thank you very much for organizing a meeting with your Division Head on Thursday. Simplify: Thank you very much for organizing a meeting with your Division Head on Thursday.

 Wordy: Attached herein for your reference is a duplicated version of the aforementioned technical specifications. Easy to read: I have enclosed a copy of the deed.

 Buzzword : At the end of the day the bottom line is that we should facilitate opportunities for employees to provide input on best practices. Instead: Let's encourage people to make suggestions. Jargon: State of the art, cutting edge Instead specify the asset

Some more words to avoid: @ (instead of "at") actually added bonus all-new at this point in time (A list of words as a word file)

Good Grammar Rules

Use Punctuation well : It can be used to make shorter meaningful sentences

 Incorrect: Our technology is very efficient , it can cut hours of work in half. Correct: Our technology is very efficient. It can cut hours of work in half. Correct: Our technology is very efficient; it can cut hours of work in half. Correct: Our technology is very efficient and it can cut hours of work in half. .

Good Grammar Rules

Subject and verb need to agree
When speaking or writing in the present tense, a sentence must have subjects and verbs that agree in number. If the subject is singular, the verb must be singular. If the subject is plural, the verb must be plural.

 The formulation are designed for the maladies. The formulation is designed for maladies.

Good Grammar Rules

Apostrophe the write way It can be used to make shorter meaningful sentences

 Its or Its = possessive pronoun, that means it was created specifically so that you wouldn't have to use an apostrophe to show ownership. Eg - The dog has lost its bone. Its It is Eg - Its good to know.

Good Grammar Rules

Tense about tense Tense is NOT time. Past tense verbs do not always talk about the past. The future is not always expressed using the future tense. Time has to do with the physical world we live in. Tense is a grammatical feature of verbs. It often expresses a time relationship. The relationship between language and the real world is not a one-to-one relationship.

Simple

Simple

Progressive

Perfect

Perfect Progressive

Past

She was helping She helped her friend her yesterday. friend when I arrived

Present

She helps her friend every day

Future

She will help her friend tomorrow

She had been She had helped her helping friend before I her friend when arrived. the phone rang. She has been She has helped her helping She is helping her friend many times her friend for friend now. before. two hours She will have been She will be helping She will have helped helping her her friend when I her friend by friend for a get tomorrow. couple of hours there. by the time they stop.

Some tense rules

Present tenses: Simple present Used for scientific facts Used for habitual or customary actions The always tense The always tense The simple present tense is used for something that is always true or is a fact or habit.

 Present progressive Used for actions which are in progress at the moment of speaking. Used for actions happening right now. Used to express annoyance with something that someone always does. The present progressive is used for actions which are in progress at the moment of speaking (in other words, NOW) I am writing a letter. My friend is checking his email. You are sitting at home

Good Grammar Rules

Sensitive to the spelling rules of the audience It can be used to make shorter meaningful sentences

Proposal Writing
Systems and Solutions

What is a business Proposal

A business proposal is a written proposal presented from a vendor that is intended to elicit business from a prospective buyer

Business Proposal is written to an identified target market

Solidly demonstrate how the corporation can deliver solutions to the needs of buyers within that market.

It contains much more than figures and statistics represented by pie charts and graphs

The purpose of proposals

The purpose of a proposal is to obtain new business or funding, provide a solution to a problem, or recommend an improvement. A proposal is solution oriented

A Proposal
Is Solution Oriented and/or funding to implement the solution. The outline below describes the typical parts of a proposal. Modify this outline as you think appropriate when you write other kinds of reports for other purposes and audiences.

Types of Proposals

 Internal proposal: Within your organization External proposal: From one separate, independent organization or individual to another such entity.

 Solicited proposal: A proposal in some way requested the proposal. Typically, a company will send out requests for proposals (public announcements requesting proposals for a specific project ) through the mail or publish them in some news source.

Unsolicited proposals: Those in which the recipient has not requested proposals. With unsolicited proposals, you sometimes must convince the recipient that a problem or need exists before you can begin the main part of the proposal.

Audience and the Proposal

The recipient of the proposal, has its own interests and goals, which may or may not coincide with those of the proposer. Thus highlight the most important and relevant features. This is especially important when there is a competition Always make sure that your proposal meets the expectations of the corporate you have sent it to

Planning a proposal
RFP Document

A request for quotation (RFQ) is used when discussions with bidders are not required (mainly when the specifications of a product or service are already known) and when price is the main or only factor in selecting the successful bidder. An RFQ may also be used as a step prior to going to a full-blown RFP to determine general price ranges. In this scenario, products, services or suppliers may be selected from the RFQ results to bring in to further research in order to write a more fully fleshed out RFP. RFP is sometimes used for a request for pricing. A request for information (RFI) is a proposal requested from a potential seller or a service provider to determine what products and services are potentially available in the marketplace to meet a buyer's needs and to know the capability of a seller in terms of offerings and strengths of the seller. RFIs are commonly used on major procurements, where a requirement could potentially be met through several alternate means. An RFI, however, is not an invitation to bid, is not binding on either the buyer or sellers, and may or may not lead to an RFP or RFQ. A request for qualifications (RFQ) is a document often distributed before initiation of the RFP process. It is used to gather vendor information from multiple companies to generate a pool of prospects. This eases the RFP review process by preemptively short-listing candidates which meet the desired qualifications. A request for tender (RFT) is more commonly used by government.

Review and source

Audience Expectations Content Sourcing

Design Elements

Production and Delivery

RFP Document
Informs suppliers that an organization is looking to procure and encourages them to make their best effort. Specification for the proposes to purchase. If the requirements analysis has been prepared properly, it can be incorporated quite easily into the Request Document. Alerts suppliers that the selection process is competitive. Allows for wide distribution and response. Ensures that suppliers respond factually to the identified requirements. Expected to follow a structured evaluation and selection procedure/ so that an organization can demonstrate impartiality - a crucial factor in public sector procurements.

Solicitation Review
Make sure you get the correct one, many have numerous versions. Get all amendments and keep checking the applicable website for new amendments Save the original on hard copy and disk Have a working copy that you can mark up Keep all documents related to the solicitation (email, letters, mfr, etc.).

3/10/2008

Solicitation Analysis
Read it again, more carefully this time marking all action items Use a highlighter to identify actions required to prepare the proposal and a different color for actions required in performing Make marginal notes for what you need to do for each requirement Make a list of actionable items

3/10/2008

The Proposal Layout

Components
Title page Table of content ABSTRACT Introduction Purpose Problem Scope Technical section Management requirements Cost section Conclusion Recommendations List of illustrations List of tables

Title Page
Title Page PROPOSAL FOR ______________________ Prepared for Name Designation Logo and name of company Address, Telephone, contacts, website

Table of content
ABSTRACT Introduction Purpose Problem Scope Technical section Management requirements Cost section Conclusion Recommendations List of illustrations List of tables With page numbers

INTRODUCTION
Purpose The purpose of this report is to propose . . . (one sentence will suffice.) Problem defined There is a problem associated with . . . (Length will vary from several sentences to one or two paragraphs). Scope This paper will cover the areas of the proposed system followed by sections on management requirements and costs involved. (This is one sentence to reveal the parts, emphasis, or boundaries of the report.)

TECHNICAL SECTION
This part of the paper should describe the existing problem, how it affects productivity, efficiency, and company profits. It should present the writers proposal for change. The proposed change should be a solution to the described problem. This section should be divided into two sections- one for the problem background and one for the new proposed system/solution. Use explanation, demonstration, or statistical data to support the proposed system.

MANAGEMENT REQUIREMENTS
For special requirements for the system if any

Cost
A budget table with benefit ratio

CONCLUSIONS
Provide 3 or 4 concise conclusions to summarize the main parts of the proposal body. At this point, re-emphasize the profits of advantages resulting from the proposals implementation. Number the conclusions for greater impact and emphasis.

RECOMMENDATIONS
Make a statement encouraging management to implement the proposed change based on evidence presented in the report.

How to make all this more interesting

Title page Give a theme or headline that will make the reader stop Do not title the proposal as proposal give it a relevant title

How to make all this more interesting

SUMMARY Make this short and interesting, highlighting benefits Vision a sentence describing the customers primary goal (quantify if you can). Theme a win theme sentence explaining why the customer should pick you.

INTRODUCTION
Statement of Compliance - write how you comply with the requirement. Introduce Hot Buttons introduce the customers most important issues and outcomes.

The Main Body

Solution & Benefits - what will you offer to solve the issue, and what will be the result for your customer. Discriminators & Trade-offs - how does this compare to alternative ways of solving the problem and why is this way better? Picture & Caption - find or create a picture to explain how your approach solves the problem. Give it a good caption explaining the benefit. Proof - provide facts that support your unique positioning. Hot Button 2

The Main Body

Solution & Benefits - what will you offer to solve the issue, and what will be the result for your customer. Discriminators & Trade-offs - how does this compare to alternative ways of solving the problem and why is this way better? Picture & Caption - find or create a picture to explain how your approach solves the problem. Give it a good caption explaining the benefit. Proof - provide facts that support your unique positioning. Hot Button 3

The Main Body

Solution & Benefits - what will you offer to solve the issue, and what will be the result for your customer. Discriminators & Trade-offs - how does this compare to alternative ways of solving the problem and why is this way better? Picture & Caption - find or create a picture to explain how your approach solves the problem. Give it a good caption explaining the benefit. Proof - provide facts that support your unique positioning.

Give a benefit title to each page

The WOW factor

A - Acknowledge Restate the clients need in general terms and empathise with the concern the client probably has behind the question. P - Persuade Incorporate a benefits statement into the description as early as possible something the decision maker cares about. S - Substantiate Provide a factual answer. Describe the product/service, outline the process steps or add meaningful details.

Pitch Like the Client Thinks

The primacy principle holds that when people make a decision, they first look for the key factor that matters to them, then stop and decide. If we know this, then we can improve our sales proposals. We need to understand the key messages our customers need and put those first. Here are some ways that you can do this in your proposals

Make the clients key factor into a title

Put the customer first

Thus make your proposal to the company and not general Put the customers pains and gains before your solution Section each topic with a relevant customer benefit headline Mirror the needs of the customer

Use Graphics
Use graphics to illustrate and even summarize a point

And some more

Present Proof - Because it validates what you say Give your differentiator loud and clear Quantify the Payback ROI

Why you are relevant

Needs Describe the pain your customer feels. Be sure to understand what he needs for his business. Usually this has nothing to do with your solution. For example, he lost revenue because his accounting system failed and he was unable to issue invoices. Outcomes Why is the problem worth solving? What will your customer gain by addressing his pains? For example, by buying a new accounting system he will be able to issue more invoices in less time an improve continuity. Solution Make it clear to your customer how your solution is the best one to meet his needs and achieve the outcomes he wants. He doesn't care about features, only benefits. For example, your accounting system allows clerks to view orders while they invoice so they make fewer errors. Evidence Now prove to your customer that you are the best way for him to solve his problems. Avoid vague claims like "best of breed". Use facts he can verify independently. For example, your accounting system won an award or was rated by customers as the fastest.

A look at proposals

Using MS word to make it better

How to work on word

Online Add ons to proposals

White papers Ppt presentations online Features and articles

Emails

Why do we need to write correct, professional emails

Expression. Language. Content.
The power of modern communication

Trainer: Shyama Dutta

Why do we need email writing training

Why do we need email writing training

The official reasons: Professionalism: by using proper email language your company will convey a professional image.

Efficiency: emails that get to the point are much more effective than poorly worded emails. Protection from liability: employee awareness of email risks will protect your company from costly law suits.

Why do we need email writing training

The unofficial and critical reason:
What you write is an important piece of communication. Your written word is the affirmation of your companys excellence. The written word is an important piece of communication and it stays there forever.it is the final confirmation of success.

I
Company

Successful Writing Essentials:

Subject Why are you writing the mail?
Announcement Apology Persuasive Giving Solutions Making the wrong right Any other?

What happens when your mail goes wrong -

Language showcases the abilities of a person and the company they represent. The Brand is eroded!

Who are you writing the email to?

The Customer he or she is the target audience of your email.

Target Audience
The person you are writing you has a set of personal, cultural, social and global quirks. You as an advisor needs to understand this. Your job is to read and understand the query. Empathies with the writer. Provide an appropriate and relevant solution

Respecting and empathizing with your reader

Knowing and understanding customer needs is at the centre of every successful business, whether it sells directly to individuals or other businesses. Once you have this knowledge, you can use it to persuade potential and existing customers that buying from you is in their best interests. Even an email answering a query establishes this pattern of brand building

Your reader is a native English speaker He or she is brought up with a different set of expectations They are writing the email because they want a quick solution They have a certain set of expectations from an email in terms queries and the answers, addressing and salutations They have a certain level of expectations in service Buyers also have a certain set of fears when they work and buy on the net

What is customer orientation

What is Customer Service Orientation? Having good customer service orientation is the ability to keep customers happy, by doing some of the following things effectively: Being responsive to the customer Treating them with respect Keeping customers informed, and responding to their requests promptly and efficiently. Being able to deal with requests in an appropriate manner. Taking into account the customers needs rather than your own

Successful Writing Essentials: Subject, Salutations , Addressing the individual

Understanding the subject

Do you know why you are writing the email? Thus, when you are creating a subject in the email can you be precise so that your email does not look like spam Can your subject line allow your reader to open and read

Lets start at the beginning how do you address people

A man : Name John Smith
Dear Mr. Smith Dear John (only if he has signed off in the earlier mail as John) Dear Mr. John Smith Dear Dr. Smith Dear Professor Smith (if these are used in the sign off or in the address line) Other addresses based on the readers profile : Professor, Dean, Brother, Rabbi, Imam, Senator, Governor, Captain, Admiral, Judge

A woman: Name Jennifer Smith

Dear Ms. Smith ( sound MIZZ) Dear Ms. Jennifer Smith Dear Mrs. Smith (only if she has signed of the earlier mail or some correspondence as Mrs.) Dear Jennifer(only if he has signed off in the earlier mail as Jennifer Dear Dr. Smith Dear Professor Smith Professor, Dean, Sister, Rabbi, Senator, Governor, Captain, Admiral, Judge

Do you say Maam, Madam or Sir?

Most of the time Madam is considered patronising However Sir could be used for an elderly man if you are sure of the age only

Salutations
The standard way to open a business letter is with Dear, the person's name (with or without a title), and a colon, like this: Dear Louise: Dear Ms. Chu: Dear Mr. and Dr. Paige: Dear Professor Amato: Dear Patrick

Salutations
If you are writing to two people, use both names in your salutation, like this: Dear Mr. Trujillo and Ms. Donne: Dear Alex and Drenda

Salutations
If you don't know a person's gender, use the full name rather than a title: Dear Dana Simms: Dear T.K. Spinazola:

Salutations
If you don't know a person's name or gender, avoid "To whom it may concern." Instead, use the job title or a generic greeting: Dear Recruiter: Dear Claims Adjustor: Dear Sir or Madam Or you could begin your email with the word : Greetings from (the name of the company you represent)

Salutations
For a simplified business letter, do not use a salutation. Instead use a subject in all capital letters, followed by the body of the letter, like this:

WAYS TO BEGIN A BUSINESS LETTER

I am writing to share information about standard letter openings to. . . . Simplified business letters are perfectly acceptable but not common.

Closing the email

Best regards Kind regards Yours truly Most sincerely Respectfully Respectfully yours Sincerely yours Thank you Thank you for your consideration Follow the closing with a comma, a space, and then your name. For example: Best regards, Your Name Company Email Address Company Contact /Phone Number

e-mail habits that may lose customers

1. Vague or nonexistent subject line. 2. Changing the topic without changing the subject. 3. Including multiple subjects in one note. 4. Sending before thinking.

5. 6. 7. 8. 9.

Inadvertent replying to all. Omitting the context of a reply. Shooting the messenger. Misaddressed recipients. Displaying addresses of recipients who are strangers to each other. 10. Replying vs. forwarding.

The email Agenda

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Addressing Subject Line Message Text Signature Line Attachments Style Confidentiality and Security Managing Email References Discussion

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The Subject Line

Subject Line in your email. If you forget to include one, your message probably isn't even going to get opened It is the headline The reason someone opens the mail Personalize- Personalize email subject lines based on users' product or content preferences, interests, past purchases, Web visits or links clicked. Be careful when personalizing on past purchases, however, because the purchase could have been a gift for someone else and might not relate to your reader's real interests. Lead, but don't mislead - Don't stretch the truth in the subject line or promise more than the email can deliver, or make grand claims that readers will find hard to comply with in order to get a special offer or benefit. Readers will distrust you (and reach for the report-spam button) if your subject line doesn't reflect the email content.

The Subject Line

Summarize the message why you are writing and what you want to be different after the recipient has read your email instead of describing it. If you invite somebody to a conference, use "Invitation: Email Efficiency Conference, Bangalore Aug 14-16" instead of a plain "Email Efficiency Conference". Be precise. Include detail that allows the recipient to identify what you are talking about quickly and unambiguously. If your message requires the recipient's action, say so; preferably with the first word. Leave out unnecessary words. If the action associated with your message includes a date or deadline, do include it in the email subject.

Email subjects need to be concise. Skip articles, adjectives and adverbs.

Subject Lines
1. 2. 3. 4. Subject: Setting guidelines Subject: Updating on magazine Subject: Follow-up About Meeting Subject: Upgrade on SAP notice

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The Message Text

Keep the message focused and readable. Keep it short. Use inverted pyramid Most important news, less and conclusion Break into paragraphs; skip lines between. Use short sentences and active voice. Use plain text editor, not MS Word. Avoid HTML. Avoid fancy typefaces.
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Message
Write in standard professional English with Capitalization and correct spelling.
Dont try to impress. Avoid chat speak, e.g., CUL8R & emoticons, .

Dont type in All Caps like yelling. Avoid !!! Avoid using URGENT and IMPORTANT. Use * * to highlight text if you must. Proofread & spell check.

Message Text
Identify yourself clearly to cold contacts.
Hello, I amThe reason I am writing Hello, so-in-so suggested I contact you

Respond Promptly.
Apologize if you dont. Interim reply when too busy.

Dont shoot the messenger.

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Attachments
Use sparingly. Cut and paste relevant parts of attachment into text of Email. Use URL links instead.
Upload attachments to website and cite URL. http://www.scribd.com/ is a free service or yousendit.com or of course your own website

Recipients who do not know you may be reluctant to open attachments or click URLs.

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Attachments
Post attachment first to avoid Oops, heres the attachment. Trend is posting large attachments into blogs followed by Email announcement.
Gives people a chance to comment on attachment without a series of Reply All messages. Those interested can check comments or use RSS feed to be notified.

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Signature Line
Include (if you want people to contact you)
Your name Title Organization Email address (especially on listservs) Website Phones

Can be shortened for frequent correspondents or placed in header of Email stationery.

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Signature Line (contd.)

If you must include a quote in signature keep it short. This message is intended for
Clutters up Email. Often longer than message. Omit unless your company requires it.

Avoid Visiting Cards because some readers treat them as attachments.

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Ok so how does writing become precise

You will be intimated shortly and ends with a polite note saying We sincerely hope that you will do the needful at your earliest possible convenience.

..reader on the other end.huh..ok

How do you write: The Process

Planning Writing

Revise

A writers bible
Planning Clarity Brevity Simplicity Word Choice Active Voice

And once morekeep it precise.

Jargon is a no-no Big words substitute with a simple word Write short sentences Break down ideas Define the unfamiliar Never use two words where one word will do Place key information in the main clause Be simple Use details wisely Be clear not abstract Take off the needless words - we are blackberry boys and girls Be active be strong Emails are a substitute for voice sometimes - so sound approachable