PROCESS OF PREPARING EFFECTIVE BUSINESS MESSAGES

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Lesson 15

PROCESS OF PREPARING EFFECTIVE BUSINESS MESSAGES

3. Choose the ideas to include.

While answering a letter, one can underline the main points to discuss and get the ideas briefly on a pad. If

one is writing unsolicited or a complex message, one can begin by listing ideas as they come to mind. Then

most important facts can be changed into message. It is better that the message written to welcome a

customer should have other incentives or policies what the firm offers.

* Consider your reader's viewpoint (be in his place)

* Read company's document

* Talk with your colleagues, customer etc.

* Ask your audience for input

4. Collect all the facts to back up these ideas.

After the main ideas, the writer / speaker should ask himself what specific facts, updated figures or

quotations he needs. The knowledge of the company's policies, procedures, and product details is necessary

for an effective communication. A brochure, table picture, or product sample is also useful to enclose.

Find out

* be sure the information is accurate

* be sure the information is ethical

* be sure the information is pertinent

* select appropriate channel

5. Outline organize your message.

The order in which the ideas are to be presented is as important as the ideas themselves. Disorganized

writing reflects disorganized, illogical thought process or careless preparation.

Choose the organizational plan after the purpose has been finalized collecting all necessary facts. Ask

yourself: "How will the reader or listener react to these ideas?".

Beginnings & Endings

Dear Mr. Hassan,

You are right to expect high-quality merchandise from The Automatic Door Company; we try to give you

the best for your money and to stand behind our products when they fail as a result of defects in material

and workmanship, as our warranty states.

We appreciate your sending the door opener to us for analysis. It appears that the opener has got wet.

Excess moisture over a period of time causes this defect.

Our service manager estimates that cleaning and repairing your door opener would cost Rs. 250.

Since your door opener is several years old, you may want to consider buying a new one. We have made

many improvements to our door openers since yours was manufactured, including a sealed circuit board

that would prevent the possibility of damage from moisture. A new door opener, which costs Rs. 3500.00

postpaid, should give you even longer service than your old one did.

Please let us know whether you want us to repair or replace your opener.

Yours sincerely,

Beginnings & Endings

THE FIRST PUNJAB LIBRARY

Muslim Town Lahore.

Dear Friend,

The most comprehensive selection of Quaid-e-Azam's speeches, public writings, and private letters ever

published!

YOURS FOR JUST RS.500

Quaid-e-Azam was not only the founder of Pakistan but also a great orator.

Here are all of Quaid's speeches, from the early days in his politics, including all his addresses to the

students of different institutions. It includes Quaid's personal and political correspondence.

Above all, here is Quaid's absolutely distinctive language, resonant with dignity, wit, and the uniquely

patriot flavour.

Write today for your copy of the book. You'll be awfully glad.

Sincerely yours,

Beginnings & Endings

The way you begin your message makes it clear whether your reader will respond favourably or

unfavourably to the message. When you are sure that your message has something favourable or neuter for

the reader, you must begin your message with the main idea or good-news in the beginning. The opening

must be impressive in a way that it captures the attention of the reader. So always choose appropriate

openings that suit the purpose of your message. The following openings are desirable in direct-request,

good-news and neutral messages.

Main Idea: The goods which you ordered on March 5 have been sent to you by passenger train.

Request: So that your order can be filled promptly, please send another copy of the requisition.

Announcement: Now you can take an air conditioned coach from Lahore to Islamabad any hour.

Whenever required, employ 5Ws and one H to give clarity to your messages.

Buffer: If you have bad news, begin your message with a buffer. A buffer is a statement, that helps you

bring your reader in a positive frame of mind, and the message becomes readable for the reader. But

"Buffer" should be neutral in tone. You should also avoid misleading the reader into thinking that the

message is good.

Poor: It is impossible to open your account unless you send us the following information.

With buffer: The moment you send us the following information your account will be opened.

Poor: We never exchange damaged goods.

With buffer: We are happy to exchange the merchandise that is returned to us in good condition.

In persuasive request (sales letter), begin the message with an attention-getting statement. An experienced

writer uses some common technique to attract the reader. Consider some of attention-getting statements:

A challenge: Don't waste another day wondering how you're going to become the success you've always

wanted to be!

The writer should avoid using trite and stereotyped expressions. Make your openings considerate, courteous

concise, and clear. Keep your first paragraph short and use simple conversational language.

Never open your letter with an incomplete sentence like:

Reference to your letter of March 6 regarding opening of a current account.

Make opening specific

Poor: Thank you for your order.

Specific:

Thank you for you order for 200 writing pads.

Close Paragraph

An effective ending will motivate the reader to act as requested. If no direct request is required, leave the

reader with some expression of regard, assurance, appreciation or willingness to help. Always remember

that closings should be strong, clear and polite. They should leave a sense of closure and goodwill with the

receiver.

1. Make your request clear and complete with Five Ws and the H.

2. Include your phone number and extension if you want the reader to phone you.

3. Enclose a form (card, order, blank, or questionnaire) and an addressed reply envelope (perhaps with

postage paid) if you want the reader to furnish something.

4. Give complete instructions regarding how and where if you do not include a form and envelope.

5. State your office hours and location if you want the reader to come to you in person. Do you have a free

parking lot? Where?

Close Paragraph

1. Make Action

Vague: I look forward to hearing from you regarding this matter.

Better: So that we can make appropriate arrangements for your visit, please call me at 541000, before

Friday, November 16, anytime between 9 A.M. and 5 P.M.

2. End on a Positive, Courteous Thought

Include Any Apologies and Negatives Before Last Paragraph. Study these examples:

Negative: I'm sorry we can't be more encouraging at this time.

Positive: We wish you success in your search for a position.

Be Friendly: Offer to help the reader further, if that is appropriate. Words like please or will you help soften

commands.

Good: If there is any further way we can assist you please call 555-4567 Monday through Friday

between 9 A.M. and 5 P.M.

Avoid: Thank you in advance for distributing these questionnaires to your employees.

Say: I will appreciate your distributing these questionnaires to your employees.

Give my regards to your lovely family. I enjoyed meeting them during the October conference.

3. Keep Last Paragraph Concise and Correct

Trim your last paragraph to five or fewer lines of complete sentences. Avoid unnecessary

repetition.

In short letters, the writer often gives his message and stops without any special formality: Make

your opening and closing paragraph shorter than average because the most important location in a letter is

the opening. The second most important is the closing.

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