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bus100W_lecture09_TT_v2.pdf

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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