JTW 105E Business Communication

SV 3: 10th Oct 2009 6.00 7.00 p.m. Chapter4: Office Communications Chapter 5: Persuasive Communication
Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Chapter 4: Office Communications

Section A: E-Mail

Section B: Business Letters

Section C: Memos, Faxes and Voice Mail

Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Learning Objectives
Connect with your reader through the structure of email and letters. Format and use email, letters, memos, and faxes effectively. Apply the read / reflect / respond strategy to composing, editing and revising messages. Shape correspondence into direct and indirect message. Use the CTA format to structure business letters and the CAT format to structure email messages. Plan effective voice email messages.
Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Section A: E-Mail
Research shows that workers waste about two hours each day on inefficient use of e-mail.
The unconfident writer struggles to produce the e-mail. The reader struggles to detangle the message before responding.

Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Ineffective E-Mail
Long, unedited messages are difficult to understand. Controversial messages provoke emotions. Messages unrelated to work waste time.

E-mail is sent when another type of communication would be more effective.

Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Ineffective E-Mail
Attachments are sent unnecessarily or without explanation. Untitled or inaccurately titled messages can be confusing as well as unethical and misleading at times. Inappropriate use of special features (such as Read Now and Urgent) causes distraction.
Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Using E-mail Appropriately

Purpose: Compared to letters, memos, and voice mail, when is e-mail the best option? Format: What are the basic parts of an e-mail? What is the format?

Structure: How should you structure the message so that it connects with the reader and conveys the purpose?

Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

CAT Strategy
CONNECT personalize the beginning ACT list the requested action at the beginning of the message list the due date in the subject line of the message TELL use the remainder of the message to provide information sign off with an informal closing or simply end with your name
Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Purpose: Why Send an E-Mail?

to send details in writing to send a message to multiple people at the same time to communicate at odd times of the day when a phone message or meeting is not feasible to save time to convey information when you do not need an immediate response to give short bits of information
Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

E-Mail Considerations
What time frame is involved? How soon do I need to respond? How soon do I need a response? Would a phone call or a meeting be more appropriate? Would a more formal communication, such as a letter, address the situation more effectively?
Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

E-Mail Format and Structure

Salutation depends on situationusually less formal use the recipients name followed by a comma Message keep it short, about one screen in length limit each message to one main issue start with the most important information get right to the point Closings end with informal closings (more expressive than in letters) take care, talk to you later, thanks for your help
Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Section B: Business Letters

Purpose
convey lengthy, detailed information document information formally communicate with individuals you do not know personally convey sensitive information or bad news demonstrate appreciation and respect meet a clients expectations or requirements obtain signatures
Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Structuring Your Letter

Introduction -- Connect be friendly and connect your purpose to the readers needs and interests Body -- Tell provide details, explanations, and facts summarize and highlight information supporting your purpose Closing -- Action or Next Steps request the reader to take action express good will
Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Indirect Messages
State the purpose in a general way

Do not disclose the main point immediately

the main point or bad news will appear in the body or conclusion
the reader will reach more understanding of the rationale leading to the news through detail and explanation
Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Format: Business Letters

Elements of a business letter include:
attention line date subject line address copy notations salutation body enclosure notations closing attachment notation writers name post script title, when appropriate
Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Section C: Memos, Faxes, and Voice Mail

A memorandum or memo is an internal communication tool which informs or announces information Fax comes from the word facsimile ( a copy) documents can be faxed with original signatures along with a time and date stamp, showing proof of the transaction Voice Mail the phone is the most widely used communication tool
Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Memorandum
Memos
use bullet points or number items to make your main points stand out keep your words to a minimum

Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Fax
A fax
is not an originally-created document
documents that have been created for various purposes are sent as a faxes fax relates more to the way a document is sent than to the kind of document that is sent

the only part of the fax that you would specifically create is the cover sheet

Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Voice Mail Greetings and Messages

State your name at the beginning of the message follow with any information you wish the caller to leave (such as name and phone number) Update your voice mail greeting to let callers know when you will be out of the office

Remember to change your message as needed

Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Chapter 5: Persuasive Communication

Section A: What is Persuasion? Section B: The Process of Formal Persuasion

Section C: Writing Persuasively

Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Learning Objectives
Structure subtle persuasive messages such as apologies, requests and favors. Understand how to shape persuasive messages. Describe the difference between formal persuasive and informal persuasion. Identify and use the elements of persuasive writing. Tailor a persuasive letter to address the modes of the audience. Compose sales and marketing letters. .
Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Section A: What Is Persuasion?

Persuasion
is finding meaningful benefits and developing creative solutions you can offer clients and encouraging your clients to accept your position

Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Everyday Persuasion
Interviews prove you are the best candidate Team meetings share insights and ideas to improve projects and systems Memos explain to co-workers how an idea or policy improves operations Phone calls / e-mails show interest and support clients in their goals Letters demonstrate how your services solve clients problems Clients/Customers assist clients in achieving their goals
Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Types of Persuasion
Informal persuasion is an everyday activity relates to the way you interact with team members team meetings memos and e-mail your peers, subordinates, and superiors Formal persuasion is used in customer letters and proposals is used in formal presentations to your customers and co-workers
Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Who Are Your Clients?

Clients are those you serve in the process of getting your job done customers peers subordinates superiors Clients are not just customers who purchase goods or services

Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Managing the Process of Informal Persuasion

1. Know as much about your client as you do the idea, product, or service that you are selling. 2. Understand all aspects and implications of your proposals ideas, products, or services. 3. Develop trust.

4. Recognize that resistance tugs at decisionmakers.

Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Client Relationships
Establish good rapport and trust Understand your clients needs and interests Connect your proposal to your clients needs Be aware of resistance Be accountable for your words, actions, and commitments

Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Section B: The Process of Formal Persuasion

Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Fact Sheet or White Paper

White papers and Fact Sheets give more than facts

contain a discussion of relevant issues

can be copied and distributed contains a narrative are useful tools to support company marketing efforts provide the foundation for formal proposals

White papers are narratives

Fact sheets often contain lists (bulleted or numbered)
Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Purpose
What are the clients needs? What does your client want to achieve? What problem does your product, procedure, system, or service solve? What are the benefits of the proposed product, system, or service?

What are you trying to achieve?

Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Audience
Who is your client? Consider their corporate mission Who is the decision maker? What are your clients needs, objectives, and interests? How do your clients objectives mesh with your proposal?
Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Motivation
What value does your proposal offer your client? What benefits does it offer to everyone involved? What needs does your proposal satisfy?

Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Resistance
What attitudes or beliefs are involved? What myths do you need to dispel? What behavior do you expect to change and why will the change be difficult? What are the costs? Consider costs other than money, such as time and resources

Do you need to adjust your way of thinking: are you too eager about your proposal?
Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Evidence
Use data, facts, and figures

What tangible evidence do you have to support your proposal? Have others used your idea, product, system, or service?
Are other clients willing to give testimonials to support your claims?
Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Benefits
How does your evidence translate to benefits? How will your proposal enhance your clients mission? What benefits can your client expect?

Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Credibility
Credibility equates to trust, and trust is a critical element in all relationships Have you built credibility? What evidence can you use to show that clients can trust you to carry out the mission?

Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Action Plan
What steps can you take to network with your client and by what date? Use every contact to research your clients needs and identify resistance As part of your action plan, also include how to implement your proposal Who or what will be involved? What is the time frame? What costs are involved?

Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Beyond Customer Service

Building Customer Loyalty A 5 percent increase in customer retention can yield between 25 percent and 100 percent increases in profit

How does that statistic relate to your own experience?

When you receive bad service, do you take your business elsewhere?
Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Customer Feedback
Customers appreciate being asked for their input, and it gives you a chance to understand their needs
1. How satisfied are you? 2. Do you intend to keep doing business with me?

3. Would you recommend us to a friend?

Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Responding to Disenfranchised Customers

Feel empathy for the customer Resolve the problem Offer something that exceeds the customers expectations For example, if you need to refund money, also offer a small gift to compensate for inconvenience.
Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Section C: Writing Persuasively

With persuasive writing, you have exceptional tools to convey your message to your reader
make your key points instantly visible use graphic devices to create visual persuasion

Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Types of Persuasive Messages

Routine requests

Requests for favors

Feasibility reports or memos

Complaints or claims
Apologies Sales and marketing letters
Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Visual Persuasion
White space Bullets and numbering Boldface, italics, and underscoring Headings and subheadings

Subject lines
Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Sales and Marketing Letters

AIDA Model

Attention grab the readers attention with a catchy, flashy claim, question or statement Interest develop the readers interest by making the claim relevant Desire explain how the change will benefit your readers Action make it easy for your readers to contact you
Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Attention-Getters
For persuasive writing or speaking, a common approach is to develop an opening that will get your audiences immediate attention
Questions Quotes Testimonials Short stories or Jokes
Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Developing Sales and Marketing Letters

Draw attention to how your product relates to your readers dilemma Offer a solution; show how your proposal offers unique benefits to the reader Build trust and credibility for your product and company Make it easy for your reader to take action to contact you
Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.

Tan Cheng Ling Pusat Pengajian PJJ, U.S.M.