THE WRITING

STRATEGIES
 STEPS TO WRITING
PLANNING
Define purpose
Analyse audience
Establish main idea
Select channel &medium
COMPOSING
Organise message
Formulate message
Edit message
REVISING
Rewrite message
Proof read
 Essentials to
Business Writing
Apart from grammar and punctuation we need to
know
Formatting business documents
Strategic approaches to dealing with different
situations.
Use a conversational style that eliminates the old
language of business.
Use the you viewpoint to build goodwill.
Employ positive language to achieve desired effect.
 Organize your thoughts
Clarity of purpose encourages brevity & accuracy,
facilitates emphasis & de-emphasis.

Know your audience so that you can address to

their major needs & concerns.

Scope of the letter (what do I convey)

What action do I want? (A favour, an order, a job)

 Steps to Writing
PLANNING
GATHERING AND COLLECTING
ANALYSING & ORGANISING
WRITING
RE WRITING
EDITING &PRESENTING
 How do we write?
We

Invent

Compose

Revise
 Strategies for
Writing
In business we write for both pleasant and
unpleasant situations.
2 approaches to business writing
DIRECT APPROACH (BIF approach)
Big idea first, to let your reader know the
purpose
Details to follow subsequently
Do not neutralize the effect by writing
unnecessary details
INDIRECT APPROACH (BILL approach)

Big idea a little later- an indirect

approach used for persuasive
situations & bad news.
Prepares the readers mind for the
news.
 Writing about the pleasant(Deductive
Method)
Letters that convey pleasant messages are called
routine letters. They are not likely to generate any
emotional reaction.
The first sentence attracts attention, making the
reader receptive & hence reducing the reading
time, as it is direct & to the point.
This style applies to:
Routine claims, letters about orders, credit, requests,
favorable responses.
 Writing about the unpleasant
(Inductive Method)
People who are refused need valid explanation for the
reason WHY?
Similarly a bad news in the first sentence always
generates a negative response.
In such cases begin with a neutral idea that leads to
reason of refusal.
Submit facts, reasons for the refusal.
Finally in the third paragraph, state the statement.
Close the letter on positive note, de emphasizing
the negative message.
Generally no letters like NO to a credit request, back
orders, no to a favor, rejected adjustment request.
 Writing for Persuasion
Persuasive writing must include the AIDA plan.
1.Getting the readers ATTENTION (A)
2.ArousingS INTEREST through writing (I)
3.Convincing &generating DESIRE (D)
4.Encouraging ACTION (A)

Clarity of objective & generating desire for action form

the very basis to such writing.
(What to achieve & how? )
 Audience Reaction & Writing
Strategy
AUDIENCE REACTION:
1. Eager or interested
Write direct request or main idea
Provide necessary details
Close cordially &state specific action desired.
2. Pleased or neutral
Write routine goodwill news & goodwill messages.
Begin with main idea providing necessary details
Close on a cordial note or a look toward the
future.
3. Displeased
You are about to write bad news or message
Begin with a neutral sentence that later carries to
the reasons for bad news
Give reasons to justify a negative answer
Close cordially.
4. Uninterested &unwilling
Write persuasively
Begin with a catchy sentence (attention getter)
Arouse interest & build desire
Close with a request for action.