Business writing
NUm
Business 100W Business Communications
Lecture 09:
Communicating Orally
But first: a good presentation in action!
Business Proposals
describes ideas in such a way they appear to fulfill the client’s
needs
Definition:
Business Proposals
First, understand the problem or question
Always consider audience
Can be almost any length
Proposals include
an overview
a problem analysis
proposal specifics
budget
conclusion
logical order psychological order
solid evidence
Arrangement:
Example: Point One
Point Two
1.
2.
Residents care most of all about safety
Brighter street lights discourage crime
Point Three3. Brighter street lights increase property values
Point Four4. Residents can be expected to support the
proposal
All employees are encouraged to participate in after-hours
company recreation programs because such programs are
especially for the use of employees after the workday has ended.
Example:
Circular Reasoning
Democrats can’t win the election because of their stand on animal
rights.
Example:
Hasty Generalization
Johnson owns two homes, a boat, and a sports car, so I trust his
investment advice.
Example:
Non Sequitur
Either he apologizes, or I quit.
Example:
Either/Or Thinking
We switched to leased cars instead of company-owned cars in 1996.
No wonder we have so many auto repair bills each month!
Example:
Causation and Correlation (post hoc ergo propter hoc)
This company’s problems can be blamed on poor benefits. How can
anyone expect workers to concentrate on their jobs when
they have doubts about their medical and dental coverage?
Example:
Straw Man
All managers get raises. From time to time, I manage projects, so I
must also get a raise.
Example:
False Analogy
Undersea mining operations are dangerous, expensive, time-
consuming, and unreliable. We should not consider undersea
mining in deciding how and where to mine for gold.
Example:
Slanting
Psychological Order
The Placement of Bad News
Do NOT shy away from bad news.
The Placement of Good News
Not just possible but probable
The proposal writer should still consider resistance
Delivering good news requires
Exciting ideas must overcome obstacles
Solid Evidence
Evidence in the form of:
examples
illustrations
statistics
details
“The air in metropolitan areas is 16% cleaner this year because of
federal pollution legislation.”
Example:
General Evidence
“Air quality measurements during the month of July in Los Angeles
show a 16% improvement in overall air quality.”
Example:
Specific Evidence
Proposal writing requires...
careful analysis
strategic thinking
skillful writing
Milton the hummingbird says:
Know your readers!
demographic information
psychological information
customer service
Gather Information
Sometimes people seek tangible rewards
Note:
Sometimes people seek intangible rewards
Do NOT underestimate the role of intangible
rewards!
Make good use of three kinds of appeals.
Know Your Appeals!
Logical appeal (logos)
Emotional appeal (pathos)
Appeal to character (ethos)
Know Your Appeals!
Logical appeal (logos)
Emotional appeal (pathos)
Appeal to character (ethos)
Make the requested action as clear and easy to perform as possible.
tell people where to give money Note:
tell people how to buy a product tell them where and how to submit ideas give specific techniques for increasing job performance
The Persuasive Plan
determining what you want
figuring out the readers’ likely reactions
deciding upon a persuasive strategy that will overcome objections
The Persuasive Plan
“common ground” persuasion technique
show that everyone stands to benefit or be harmed
use analysis, creativity, and judgement
opening is used to set up an explanation
Note:
you may encounter resistance from the readers
rely on an interesting beginning
Milton says: Make the request clearly and positively!
Avoid words that detract from the request
Ending should be a point of emphasis
Take care in word choice
You can end with a request and a final appeal
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