7331202 Business Writing

8/9/2019 7331202 Business Writing

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Business writingBusiness writing Effective writing does not comeEffective writing does not come

by chance. It does not justby chance. It does not justhappen. It requires a set of skillshappen. It requires a set of skills

to write SIMPLY, CLEARLY,to write SIMPLY, CLEARLY,ACCURATELY, AND BRIEFLY.ACCURATELY, AND BRIEFLY.

You have to learn and acquireYou have to learn and acquire

them as you have earned yourthem as you have earned yourprofessional knowledge andprofessional knowledge andexperienceexperience


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Purpose of writingPurpose of writing

Writing to informWriting to inform

Writing to persuadeWriting to persuade


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Writing to informWriting to inform

Presents facts, data,Presents facts, data,statistics, reports,statistics, reports,accounts of facts andaccounts of facts and

written with maximumwritten with maximumobjectivity.objectivity.

It is also called expositoryIt is also called expositorywriting because itwriting because itexpounds or expressesexpounds or expresses

ideas and facts.ideas and facts.


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A checkA check--listlist Does it focus on the subjectDoes it focus on the subject

under discussion?under discussion? Does it primarily inform ratherDoes it primarily inform rather

than persuade the reader?than persuade the reader? Does it offer complete and exactDoes it offer complete and exact

information?information? Can the information beCan the information be

ascertained?ascertained? Does it present the informationDoes it present the information

logically and clearly?logically and clearly? Does it make good reading?Does it make good reading?


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Writing to persuadeWriting to persuade

Persuasive writing aims atPersuasive writing aims atconvincing the reader about aconvincing the reader about amatermater

It is at times calledIt is at times calledargumentative. The matterargumentative. The matterhas two or more sides to it.has two or more sides to it.The writer seeks to influenceThe writer seeks to influence

and convince the readerand convince the readerIt focuses on the reader andIt focuses on the reader and

does more than just state andoes more than just state an

opinionopinion


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A checkA check--listlist Does it basically seek to convinceDoes it basically seek to convince

rather than informrather than inform

Does it support its view point byDoes it support its view point by

giving information or validgiving information or validreasonsreasons

Does it clearly follow a logicalDoes it clearly follow a logical

arrangement of thought andarrangement of thought andreasoningreasoning

Does it finally evoke the intendedDoes it finally evoke the intendedresponse from the readerresponse from the reader

Does it focus on the readerDoes it focus on the reader


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The audience/receiverThe audience/receiver

Recognize the needs,Recognize the needs,expectations, fears, and theexpectations, fears, and theattitudes.attitudes.

Written communication isWritten communication isoneone--way till such time theway till such time the

reader responds. So thereader responds. So thechallenge is to get thechallenge is to get thewritten communication right.written communication right.


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Planning saves timePlanning saves time

and effortand effort

In good business writingIn good business writing

carefully think about whatcarefully think about whatyou plan to say, and spendyou plan to say, and spendeven a bit more timeeven a bit more timethinking about the peoplethinking about the peopleto whom youre going toto whom youre going to

say it.say it.


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Plan writing in writingPlan writing in writing

Always plan in writing, not justAlways plan in writing, not justin your head. If you write yourin your head. If you write yourplans down, youll not onlyplans down, youll not only

remember them more clearlyremember them more clearly--youll also be less likely to beyoull also be less likely to bethrown off when you do multiplethrown off when you do multipleprojects at the same time.projects at the same time.

Refer to document planningRefer to document planningsheet till it comes as a reflexsheet till it comes as a reflex


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Early criticism kills theEarly criticism kills the

creative processcreative process We are often crass and cruel toWe are often crass and cruel to

ourselves when we write. We tend toourselves when we write. We tend tofeel and think that our thoughts arefeel and think that our thoughts arenot appropriate or phrased or spellednot appropriate or phrased or spelledcorrectly even before we put our pencorrectly even before we put our pento the paperto the paper

This early criticism is one of the chiefThis early criticism is one of the chief

causes of writers block and of acauses of writers block and of ageneral dislike for writing. It is also ageneral dislike for writing. It is also acostly waste of productive time.costly waste of productive time.


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The brainstormingThe brainstorming

attitudeattitudeLike you brainstormLike you brainstormamong your colleaguesamong your colleagues

/friends/family for ideas,/friends/family for ideas,you brain storm withinyou brain storm withinbefore you embark onbefore you embark on

writing.writing.Brainstorm now, organizeBrainstorm now, organizeand perfect later.and perfect later.


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BrainstormingBrainstorming

guidelinesguidelinesWrite as fast as you canWrite as fast as you can Start anywhereStart anywhere Free yourselfFree yourselfAccept every idea, even weirdAccept every idea, even weird

onesones

Record as many ideas as possibleRecord as many ideas as possibleWrite everything down; useWrite everything down; use

abbreviationsabbreviations


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Ignore spelling, punctuation,Ignore spelling, punctuation,sentence structure, etc.sentence structure, etc.

Prevent all selfPrevent all self-- criticismcriticism

Jump freely among ideasJump freely among ideas

Write until you burn out;Write until you burn out;

rest; repeat till you achieverest; repeat till you achievewhat you set out to dowhat you set out to do


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Time for writingTime for writing

Writing business documents,Writing business documents,like any highlike any high--concentrationconcentrationactivity, is much easier if youactivity, is much easier if you

can work uninterrupted.can work uninterrupted.A 1minute interruption fromA 1minute interruption from

a writing task might requirea writing task might require

as much as 20 minutes ofas much as 20 minutes ofrecovery time before you canrecovery time before you canresume the flowresume the flow


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Suggestions for reducingSuggestions for reducing

writing distractionswriting distractions

Curtail internal phoneCurtail internal phonecalls, meetings, andcalls, meetings, andvisitors except forvisitors except for

emergencies.emergencies.


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Come in early or stay late if youCome in early or stay late if youcan go to lunch half an hour late.can go to lunch half an hour late.Find quiet time when you areFind quiet time when you areleast likely to be disturbedleast likely to be disturbed

Schedule writing appointmentsSchedule writing appointmentswith yourself. If someone asks towith yourself. If someone asks tosee you during your scheduledsee you during your scheduled

time, say sorry, I have antime, say sorry, I have anappointment. What other timeappointment. What other timewould be good for you?would be good for you?


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Hang up a do not disturb

Hang up a do not disturbuntil or an in conferenceuntil or an in conference

until sign on your door,until sign on your door,and tell people you insist.and tell people you insist.

Turn your writing space awayTurn your writing space awayfrom the entrance to yourfrom the entrance to yourworkplace. Especially if youworkplace. Especially if youhave no office door. This willhave no office door. This willreduce interruptionsreduce interruptions


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Executive timeExecutive time

ListeningListening--45%45%

SpeakingSpeaking--30%30%ReadingReading--16%16%

WritingWriting--9%9%


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Make your office lessMake your office less

appealing to visitorsappealing to visitorsSit in front of a bright window,Sit in front of a bright window,put books on visitors chairs,put books on visitors chairs,or remove visitors chairsor remove visitors chairsaltogether. Be very carefulaltogether. Be very carefulwhen using such techniques towhen using such techniques tobe especially friendly to yourbe especially friendly to your

colleagues when you finishcolleagues when you finishyour writing sessionyour writing session


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Ignore the phoneIgnore the phone

Forward your calls, orForward your calls, orhave a secretary screenhave a secretary screenthem, or take phone offthem, or take phone offthe hook, which signalsthe hook, which signals

that you are busythat you are busy-- whichwhichyou areyou are


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Promise call backs.Promise call backs.

If you are writing andIf you are writing and

some one calls or popssome one calls or popsin, quickly say, can Iin, quickly say, can I

get back to you in sayget back to you in sayabout 15 minutes?about 15 minutes?


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Find a hiding place.Find a hiding place.

Try an empty office, anTry an empty office, an

unoccupied conferenceunoccupied conferenceroom, a storeroom, orroom, a storeroom, or

even your car in theeven your car in theparking lot.parking lot.


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Dont be an interruption.Dont be an interruption.

Be sensitive to otherBe sensitive to otherpeoples need for privatepeoples need for privatewriting time. Be observantwriting time. Be observantand flexible whenand flexible when

balancing your needs withbalancing your needs withtheir time.their time.


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Getting it rightGetting it right

The last phase inThe last phase in

producing a goodproducing a goodpiece of writing ispiece of writing is

revision.revision.


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bigbig--middlemiddle--little revisinglittle revising

Revising isnt easy, partly becauseRevising isnt easy, partly becausewriting isnt easy. Written languagewriting isnt easy. Written languageinvolves word choice, tone,involves word choice, tone,

punctuation, spelling, organization,punctuation, spelling, organization,connection, formality, ambiguity,connection, formality, ambiguity,visual formatting, sequence ofvisual formatting, sequence oftense, pronoun agreement,tense, pronoun agreement,

conciseness, and technicalconciseness, and technicallanguagelanguage-- to name just a fewto name just a few


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All of these factors are elaborateAll of these factors are elaboratesystems of constantly evolvingsystems of constantly evolvinglinguistic conventions.linguistic conventions.

Are we supposed to think of allAre we supposed to think of allthat, as we read throughthat, as we read through

No way. Thats why we need toNo way. Thats why we need to

break up revising into threebreak up revising into threemanageable chunks.manageable chunks.


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Big revisingBig revising

Skim through your document, lookingSkim through your document, lookingfor the big picturefor the big picture-- the overall contentthe overall contentand organization of your work. Eyeballand organization of your work. Eyeball

the text from a distance: does it lookthe text from a distance: does it lookeasy to read (with lots of marginaleasy to read (with lots of marginalwhite space, clearly marked sections,white space, clearly marked sections,and so on) or does it look like a brickand so on) or does it look like a brickwall of unbroken words?wall of unbroken words?

If a memo looks hard to read, it IS hardIf a memo looks hard to read, it IS hardto read, and it may not be read at all.to read, and it may not be read at all.


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Middle revisingMiddle revising

Next, quickly read for simplicity,Next, quickly read for simplicity,clarity, and conciseness. Do yourclarity, and conciseness. Do yourreaders absolutely need to knowreaders absolutely need to know

everything youve written? Caneverything youve written? Canyou leave phrases, paragraphs, oryou leave phrases, paragraphs, oreven whole sections out? Can youeven whole sections out? Can yousimplify the language in whatssimplify the language in whats

left?Are your ideas clear and toleft?Are your ideas clear and tothe point?the point?


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Little revisingLittle revising

Next, look for the detailsNext, look for the details-- thethegrammar, spelling, andgrammar, spelling, and

punctuation.L

eave thispunctuation.L

eave thissmall but very importantsmall but very importantdetailing to the last. Whydetailing to the last. Why

correct the spelling of acorrect the spelling of aword you might end upword you might end upeliminating.eliminating.


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Headlines for instant clarityHeadlines for instant clarity

Headlines also known as subject linesHeadlines also known as subject linesmust be complete. For examplemust be complete. For exampleMANAGEMENTMEETING. WhatsMANAGEMENTMEETING. Whats

this memos point? Is it an invitation tothis memos point? Is it an invitation toa meeting?An agenda?A suggestiona meeting?An agenda?A suggestionfor the next meeting?A complaint? Youfor the next meeting?A complaint? Youcant tell; youd have to read the finecant tell; youd have to read the fineprint. In a way, this subject line is anprint. In a way, this subject line is anincomplete headlineincomplete headline


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To make your memos more clear,To make your memos more clear,think: subject line=purpose +topic.think: subject line=purpose +topic.For example: request to cancelFor example: request to cancel

the next management meeting.the next management meeting.this headline is instantly clearthis headline is instantly clearbecause it states the memosbecause it states the memospurpose (request to cancel), thenpurpose (request to cancel), then

the topic (next managementthe topic (next managementmeeting).meeting).


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Add breathing space forAdd breathing space for

reader friendlinessreader friendliness A true story: a few years ago an old friendA true story: a few years ago an old frienddecided to start a new life. He just picked updecided to start a new life. He just picked upand moved from Chennai to Mumbai. Heand moved from Chennai to Mumbai. Hearrived, wrote up a resumearrived, wrote up a resume-- a onea one--pager,pager,

crammed edgecrammed edge--toto--edge with everything hededge with everything hedever doneever done-- and started looking for work.and started looking for work.Months went by: no job. Puzzled andMonths went by: no job. Puzzled andworried, he revamped his resume, spreadingworried, he revamped his resume, spreadingthe same information out over to two pagesthe same information out over to two pages

and making the pages breezier, and muchand making the pages breezier, and mucheasier to read. The next week he found a jobeasier to read. The next week he found a job


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What happened?What happened?

Somebody finally readSomebody finally readhis resume!his resume!


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Revise for readerRevise for reader

friendlinessfriendliness Frequent paragraph breaks: even useFrequent paragraph breaks: even useoccasional oneoccasional one-- or twoor two-- line paragraphsline paragraphsfor important thoughtsfor important thoughts

Lists: readers find listed informationLists: readers find listed informationeasier to organize, so they look at listseasier to organize, so they look at listsalmost immediately. Lists can alsoalmost immediately. Lists can alsocondense documents by allowing thecondense documents by allowing the

use of phrases instead of sentencesuse of phrases instead of sentences


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cc

Wide margins: readers find shorter textWide margins: readers find shorter textlines easier to read than long, edgelines easier to read than long, edge--toto--edge text lines, and wide margins giveedge text lines, and wide margins give

readers more room for writing notesreaders more room for writing notes Section headlines: headlines allowSection headlines: headlines allow

readers to scan for main ideas, readreaders to scan for main ideas, readselectively or in any order they wish,selectively or in any order they wish,

and easily review the document at aand easily review the document at alater time.later time.


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Simplify and clarify yourSimplify and clarify your

documentdocumentEliminate nonessential ideas:Eliminate nonessential ideas:distinguish what readers need todistinguish what readers need toknow from what would be nice toknow from what would be nice to

know.know.Write to express and not toWrite to express and not to

impress: the purpose of businessimpress: the purpose of businesswriting should not be to show off,writing should not be to show off,but to inform. Pompous writingbut to inform. Pompous writingoften alienates busy readers.often alienates busy readers.


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Write as if your readersWrite as if your readerswere 12 years old: Albertwere 12 years old: Albert

Einstein said thatEinstein said thateverything should beeverything should bemade as simple asmade as simple as

possible, if not simplerpossible, if not simpler--sums it upsums it up


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Think proverbial: proverbsThink proverbial: proverbsare memorable because theyare memorable because they

are short and vivid. To makeare short and vivid. To makeyour writing memorable,your writing memorable,plan to write simple, vivid,plan to write simple, vivid,

memorable sentences rathermemorable sentences ratherthan long, abstractthan long, abstractdissertations.dissertations.


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Reduce or eliminate bigReduce or eliminate big

wordswordsBeware of threeBeware of three--, four, four--, and five, and five--syllable words. Change oursyllable words. Change ourcontemporary organizationalcontemporary organizational

structure possesses thestructure possesses theprerequisite autonomousprerequisite autonomousfunctioning capabilities to todayfunctioning capabilities to todaywe have the strength we need towe have the strength we need to

stand alone. Try to use thestand alone. Try to use thesimplest words that work.simplest words that work.


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Use personal pronounsUse personal pronouns

Instead of, it is recommended thatInstead of, it is recommended thatthis procedure be implemented,this procedure be implemented,write WE recommend YOUwrite WE recommend YOU

implement this procedure.implement this procedure.personal pronouns can help makepersonal pronouns can help makesentences simpler, less abstract,sentences simpler, less abstract,and more personal. They alsoand more personal. They also

clarify the important issue of whoclarify the important issue of whodoes what.does what.


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ThereThere--it goesit goes

Reduce or eliminateReduce or eliminateunnecessary uses of THEREunnecessary uses of THEREand IT in phrases such as itand IT in phrases such as itis, there was, it will, thereis, there was, it will, therehas been, and so on. Change has been, and so on. Change it is true that there was anger init is true that there was anger in

the crowd to true, the crowdthe crowd to true, the crowdwas angry.was angry.xx


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Advantages of EAdvantages of E--mailmail EE--mail, like death, taxes, and TV, is probablymail, like death, taxes, and TV, is probably

here to stay. It is a wonderful mediumhere to stay. It is a wonderful medium-- itsitsquick, immediate, generally inexpensive,quick, immediate, generally inexpensive,fairly easy to use, and even environmentallyfairly easy to use, and even environmentally

friendly when it saves paper. Efriendly when it saves paper. E--mail is almostmail is almostuniversal among modern businessuniversal among modern businessprofessionals, which adds anotherprofessionals, which adds anotheradvantageadvantage-- the ability to send the samethe ability to send the samemessage to many people at once. Moreover,message to many people at once. Moreover,

ee--mail messages can often be keptmail messages can often be keptpermanently in computerized filespermanently in computerized files


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Disadvantages of EDisadvantages of E--mailmail

EE--mail can reduce live humanmail can reduce live humaninteraction, leading to oddlyinteraction, leading to oddlyimpersonal businessimpersonal businessrelationships. Employees sendrelationships. Employees send

personal epersonal e--mails on companymails on companytime. Etime. E--mail encourages sloppymail encourages sloppy

writing. Communicating quicklywriting. Communicating quicklydoes not mean you dont havedoes not mean you dont haveto communicate wellto communicate well


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Make your EMake your E--mails readermails reader

friendlyfriendlyTo make the most of eTo make the most of e--

mail technology and writemail technology and writeee--mail it is worthwhilemail it is worthwhileconsidering the followingconsidering the following

suggestionssuggestions


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Beware of confidentialBeware of confidential

subjectssubjectsYou can never be sureYou can never be sure

where your messageswhere your messageswill be forwarded, howwill be forwarded, how

long they will be kept,long they will be kept,or by whom.or by whom.


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Know how to brainstormKnow how to brainstorm

Maybe youre mostMaybe youre mostefficient when youefficient when you

brainstorm and organizebrainstorm and organizeon paper first, then writeon paper first, then writethe ethe e--mail. Paper is stillmail. Paper is still

OK, you know. WhatOK, you know. Whatworks best for you.works best for you.


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Assume high standardsAssume high standards

Many readers are put offMany readers are put offby bad writing in anyby bad writing in anyform, eform, e--mail as well asmail as well ashard copy. Write as wellhard copy. Write as well

as you can, whenever youas you can, whenever youcan.can.


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Select your readersSelect your readers

When messaging toWhen messaging tomany, be selective: sendmany, be selective: sendcopies only to those whocopies only to those whoabsolutely, positivelyabsolutely, positively

need to see it.need to see it.


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Dont assume what you seeDont assume what you see

is what you getis what you getIf your readers systems areIf your readers systems aredifferent from yours, your linedifferent from yours, your linelengths may spill over andlengths may spill over andcause an annoying text wrapcause an annoying text wrapeffect on their screens. To beeffect on their screens. To besafe keep your line lengths tosafe keep your line lengths to

55 or 60 characters, including55 or 60 characters, includingspaces.spaces.


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Avoid typing in all caps.Avoid typing in all caps.

Its easier to type, but IT SUREIts easier to type, but IT SURESOUNDSLIKE SHOUTING,SOUNDSLIKE SHOUTING,DOESNT IT?Also, all capDOESNT IT?Also, all capwriting slows reading bywriting slows reading byinhibiting recognition ofinhibiting recognition ofacronyms, proper names, andacronyms, proper names, and

sentence starts, which allsentence starts, which alldepend on upper/lower casedepend on upper/lower casecontrasts.contrasts.


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Use informative subjectUse informative subject

lineslines Readers may screen their eReaders may screen their e--mails bymails byscanning subject lines, discardingscanning subject lines, discardingwithout reading messages that dontwithout reading messages that dont

seem relevant or clear. To get your eseem relevant or clear. To get your e--mails read, dont use subjects likemails read, dont use subjects likemanagement meeting or projectmanagement meeting or projectxyz if you can use request toxyz if you can use request toreschedule meeting or how projectreschedule meeting or how project

xyz will save $500000/year. thesexyz will save $500000/year. theselonger subject lines communicate evenlonger subject lines communicate evenif your whole eif your whole e--mail isnt read.mail isnt read.


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Keep it shortKeep it short

Try to get your wholeTry to get your whole

message on onemessage on onescreen .it is one thescreen .it is one the

best ways to ensurebest ways to ensurevery high readershipvery high readership


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If you cant keep it short,If you cant keep it short,

forecast the structureforecast the structureOn your readers first screen,On your readers first screen,summarize your messagesummarize your message

and then forecast itsand then forecast itsstructure by listing all yourstructure by listing all yoursection headings. This helpssection headings. This helpsreaders scroll quickly toreaders scroll quickly tosections that may interestsections that may interestthem.them.


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Use emphasis devicesUse emphasis devices

Even though some eEven though some e--mailmailsystems dont yet allow manysystems dont yet allow manyword processing options, youword processing options, youcan still facilitate reading bycan still facilitate reading byusing headings, white space,using headings, white space,occasional all caps, indents,occasional all caps, indents,

lists, simulated underlines, andlists, simulated underlines, andother devicesother devices


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Beware of acronyms andBeware of acronyms and

emoticonsemoticonsDont over use eDont over use e--mail jargonmail jargonor those cute little smileysor those cute little smileys

likelike oror. Even though they. Even though theycan communicate quickly,can communicate quickly,make sure your readersmake sure your readers

accept them before youaccept them before youthemthem


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Print out long onesPrint out long ones

If you print out long eIf you print out long e--mails, your scanning formails, your scanning forimportant sections mayimportant sections maybe easier than if you rollbe easier than if you roll

or scroll on screenor scroll on screen


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Reply quickly to yourReply quickly to your

messagesmessagesDont negate one of theDont negate one of the

main advantages of emain advantages of e--mail, which is speed.mail, which is speed.Check your eCheck your e--mailmail

frequently and replyfrequently and replypromptlypromptly


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Change the subject line ofChange the subject line of

your replyyour replyYour reply is not the sameYour reply is not the samemessage as the original emessage as the original e--

mail you were sent, is it? Somail you were sent, is it? Soif you can change theif you can change thesubject line. Reply tosubject line. Reply torequest to reschedulerequest to reschedulemeeting with meetingmeeting with meetingrescheduled to May 30rescheduled to May 30


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PresentationsPresentations

Plan to speak to listenersPlan to speak to listenerson their termson their terms

Many professionals sufferMany professionals sufferfrom a commonfrom a common

communication malady:communication malady:the specialists fallacy.the specialists fallacy.


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The Specialists Fallacy: HowThe Specialists Fallacy: HowPresentations Go WrongPresentations Go Wrong

The specialists fallacy assumes thatThe specialists fallacy assumes thatthe listeners are just as familiar withthe listeners are just as familiar withyour subject as you are. If you assumeyour subject as you are. If you assumethis you may lose your audience. Withthis you may lose your audience. Withthis false assumption, presenters givethis false assumption, presenters givetalks that are too long and full oftalks that are too long and full ofdigressions, contain too much detail,digressions, contain too much detail,and over use specialized termsand over use specialized terms

Presentations given this way may bePresentations given this way may bemisunderstoodmisunderstood-- or even disregardedor even disregarded

Wh th S i li tWh th S i li t


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Where the SpecialistsWhere the Specialists

Fallacy OriginatesFallacy OriginatesThe specialists fallacy comes fromThe specialists fallacy comes frommistakingmistaking familiarityfamiliarity with a subjectwith a subjectfor an intrinsicfor an intrinsic simplicitysimplicity of theof the

subject. if I understand it,subject. if I understand it,everyone under stands it. Weeveryone under stands it. Weassume that what we know isassume that what we know iscommon knowledge and thatcommon knowledge and that

everyone will understand us if weeveryone will understand us if wejust say what we know. The result:just say what we know. The result:they dont understand us.they dont understand us.


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The solution: Plan to Speak toThe solution: Plan to Speak toListeners on Their Own TermsListeners on Their Own Terms

To avoid the specialists fallacyTo avoid the specialists fallacyand plan your presentations forand plan your presentations foryour listeners, use theyour listeners, use the

presentation planning form.presentation planning form.This will help you createThis will help you createpresentations that tailor yourpresentations that tailor yourmessage to your listeners, avoidmessage to your listeners, avoidthe dreaded fallacy, andthe dreaded fallacy, andcommunicate clearly.communicate clearly.

U i t b i ithU i t b i ith


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Use a recipe to begin withUse a recipe to begin with

confidenceconfidenceSay hello and say yourSay hello and say your

name.name. Greet the audienceGreet the audiencewith a strong, clear voice.with a strong, clear voice.If anyone in the audienceIf anyone in the audience

doesnt know who youdoesnt know who youare, say your nameare, say your name


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2. Name your topic2. Name your topic

Tell them right away whatTell them right away whatyou will be discussing. Dontyou will be discussing. Dont

trust the technique oftrust the technique ofstarting with a joke. Humorstarting with a joke. Humoris tricky; youre safest to getis tricky; youre safest to get

right down to business andright down to business andname the topic.name the topic.

3 Gi t i3 Gi t i


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3. Give your topic3. Give your topic

credentialscredentials Imagine that your audience asksImagine that your audience asksyou, why are you qualified toyou, why are you qualified tospeak about this topic? dontspeak about this topic? dont

detail your whole resumedetail your whole resume-- justjustenough to credential you in thisenough to credential you in thistopic. Dont brag about yourself,topic. Dont brag about yourself,eithereither-- just state your experience.just state your experience.

This section should take no moreThis section should take no morethan two or three sentences.than two or three sentences.


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4. Emphasize the benefits4. Emphasize the benefits

Emphasize the benefitsEmphasize the benefitsthe audience will gain bythe audience will gain bylistening to you. This is alistening to you. This is asometimes neglected butsometimes neglected but

crucial part of an effectivecrucial part of an effectivebusiness presentationbusiness presentation


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6 S t ti6 S t ti


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6. Suggest question6. Suggest question--

answer rulesanswer rulesTell the audience whenTell the audience when

you would like them toyou would like them toask their questionsask their questions--

anytime, after sections,anytime, after sections,or after the entire talk.or after the entire talk.


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7.Start agenda item #1.7.Start agenda item #1.

Simply say, now letsSimply say, now lets

start with point #1, andstart with point #1, andyoure in.youre in.


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Think carefully about yourThink carefully about yourbusiness audiences interests andbusiness audiences interests andconcerns. Find ways yourconcerns. Find ways yourpresentation will benefit yourpresentation will benefit youraudience, and make sure theyaudience, and make sure theyknow, right from the start of yourknow, right from the start of yourtalk, what those benefits are. Whentalk, what those benefits are. Whenyou see that your audience isyou see that your audience is

listening with interest, youll morelistening with interest, youll moreeasily deliver a powerful,easily deliver a powerful,persuasive presentation.persuasive presentation.

Use quick specifics forUse quick specifics for


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Use quick specifics forUse quick specifics for

high credibilityhigh credibilityRemember motherMary who knewRemember motherMary who knewLatin or uncle Sam who is great atLatin or uncle Sam who is great atbridge!bridge!

We think this way because we haveWe think this way because we havea tendency to generalize froma tendency to generalize fromspecific experiences. We tend tospecific experiences. We tend toassume, rightly or wrongly. Thatassume, rightly or wrongly. Thatbehind any specific behavior is abehind any specific behavior is ageneral pattern of knowledge, skillgeneral pattern of knowledge, skillor similar behavior.or similar behavior.

In presentations: the quickIn presentations: the quick


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In presentations: the quickIn presentations: the quick

specificsspecifics And so it is with professionalAnd so it is with professionalpresentations, especially persuasivepresentations, especially persuasiveones: if you give your audience specificones: if you give your audience specificnames, facts, examples, statistics,names, facts, examples, statistics,stories, or analogiesstories, or analogies--especially lots ofespecially lots ofthem in rapidthem in rapid--fire sequencefire sequence thetheaudience is likely to assume that foraudience is likely to assume that foreach specific you gave you could haveeach specific you gave you could have

had more to say, and therefore yourhad more to say, and therefore yourevidence must be overwhelming andevidence must be overwhelming andyour point validyour point valid

Think many and quick Think many and quick


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Think many and quick,Think many and quick,

instead of few and deepinstead of few and deepMany audiences will respond best toMany audiences will respond best tomany specifics quickly stated, rathermany specifics quickly stated, ratherthan few specifics explored in depth.than few specifics explored in depth.Audiences are generally impressedAudiences are generally impressedwith a wide sweep, an over view of thewith a wide sweep, an over view of theevidence. They may eventually requireevidence. They may eventually requiremore depth, so an excellentmore depth, so an excellentpresentation strategy might be to givepresentation strategy might be to give

your wide sweep of quick specifics,your wide sweep of quick specifics,then go back and develop one of yourthen go back and develop one of yourspecifics in detail.specifics in detail.


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The audience will thenThe audience will thenassume that every one ofassume that every one ofyour specifics could go justyour specifics could go justas deep, and they will feel aas deep, and they will feel asense of the breadth andsense of the breadth anddepth of your point, even ifdepth of your point, even ifyou dont have the time toyou dont have the time todetail all your evidence.detail all your evidence.

A fi l d k th b dthA fi l d k th b dth


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A final word: know the breadthA final word: know the breadthand depth of your evidenceand depth of your evidence

The many and quick strategy couldThe many and quick strategy couldlead to abuses. A few bits of knowledgelead to abuses. A few bits of knowledgecan be made to deceivecan be made to deceiveunsophisticated audiences. The bestunsophisticated audiences. The bestpresenters know their material broadlypresenters know their material broadlyand deeply and are always prepared toand deeply and are always prepared tooffer fuller explanations. The wisestoffer fuller explanations. The wisestaudiences know that behind aaudiences know that behind a

presenters quick, specific evidencepresenters quick, specific evidencemust lie a depth of understanding; ifmust lie a depth of understanding; ifthey have any doubts about athey have any doubts about apresenters knowledge, they must askpresenters knowledge, they must ask

for more depth or risk being misled.for more depth or risk being misled.

Use the BEST recipe toUse the BEST recipe to


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Use the BEST recipe toUse the BEST recipe toorganize your pointsorganize your points

After you have brainstormedAfter you have brainstormedthe evidence you want to use inthe evidence you want to use inyour speech, you need toyour speech, you need to

present these specifics in anpresent these specifics in anorganized fashion. A handyorganized fashion. A handyrecipe for organizing a speechrecipe for organizing a speech

is the BEST formula: bottomis the BEST formula: bottomline, evidence, summary,line, evidence, summary,transition.transition.


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B= bottom lineB= bottom line

To open each section of yourTo open each section of yourspeech, state in 25 words orspeech, state in 25 words orless the point you wish to makeless the point you wish to make

in that section. Use a signpostin that section. Use a signpostphrase like my next pointphrase like my next pointis or point #3 of myis or point #3 of my

presentation is, this givespresentation is, this givesthe audience a clear sense ofthe audience a clear sense ofwhere you are in your talk.where you are in your talk.


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E= evidence or examplesE= evidence or examples

List the best evidence, examples,List the best evidence, examples,statistics, stories, and analogies youstatistics, stories, and analogies youhave to support your point. A goodhave to support your point. A goodtechnique is to signpost these specificstechnique is to signpost these specificswith a statement such as, let me givewith a statement such as, let me giveyou some examples, or here areyou some examples, or here aresome statistics you may find helpful.some statistics you may find helpful.To support you may tell stories aboutTo support you may tell stories about

people you have met; tell jokes; andpeople you have met; tell jokes; andmention shah rukh khan, mahatmamention shah rukh khan, mahatmaGandhi, Bernard Shaw, Rajneesh justGandhi, Bernard Shaw, Rajneesh justmake sure your evidence is quick andmake sure your evidence is quick and

convincingconvincing


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S= summary of bottom lineS= summary of bottom line

Restate your point so theRestate your point so theaudience knows that you areaudience knows that you areemerging from specifics into aemerging from specifics into a

general statement. You cangeneral statement. You cansignpost your points summarysignpost your points summarywith to summarize this point(with to summarize this point(

do not say in conclusiondo not say in conclusionunless you are at the end ofunless you are at the end ofyour talk)your talk)


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T= transition to next pointT= transition to next point

Lead the audience to theLead the audience to thenext point with a naturalnext point with a natural

transitional statement,transitional statement,such as that leads me tosuch as that leads me to

the next point, or nowthe next point, or nowlets move on.lets move on.

Use a recipe to concludeUse a recipe to conclude


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Use a recipe to concludeUse a recipe to concludewith powerwith power

The most effectiveThe most effectiveconclusions are aconclusions are a

combination of logical andcombination of logical andemotional elements craftedemotional elements craftedinto a clear sequence. Tointo a clear sequence. To

fashion a solid, upliftingfashion a solid, upliftingconclusion, try this recipe.conclusion, try this recipe.


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1.Announce a stop sign1.Announce a stop sign

A stop sign is an unmistakable verbalA stop sign is an unmistakable verbalsignal that your talk is about to end.signal that your talk is about to end.Classic stop signs include the phrasesClassic stop signs include the phrasesin conclusion or in summary. Sayin conclusion or in summary. Sayyour stop sign in a clear firm voice, andyour stop sign in a clear firm voice, andyour audience will perk upyour audience will perk up-- notnotbecause theyre glad you are finished,because theyre glad you are finished,but because they know that they arebut because they know that they are

about to hear an important statement :about to hear an important statement :your final words.your final words.

2 Summarize your main2 Summarize your main


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2. Summarize your main2. Summarize your mainpointspoints

Recap the main ideas youRecap the main ideas youhave covered in your talk.have covered in your talk.Dont say too much; justDont say too much; justgive a brief bullet pointgive a brief bullet point

list of your bottomlist of your bottom-- linelinepoints.points.


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3. Motivate the listeners3. Motivate the listeners

Even in low keyEven in low keypresentations, you may findpresentations, you may findthat an optimistic, teamthat an optimistic, teambuilding feeling would bebuilding feeling would beappropriate as youappropriate as youconclude. To achieve thisconclude. To achieve thisemotional, motivationalemotional, motivationaleffect, experiment with theeffect, experiment with thefollowing terms:following terms:


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Challenge, difficulty, effortChallenge, difficulty, effort

Tell the audience that theTell the audience that theideas you have proposedideas you have proposed

may not be easy tomay not be easy toimplement. Challengeimplement. Challenge

them to take on the ideasthem to take on the ideasanyway.anyway.


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OptimismOptimism

Express as much sincereExpress as much sincereconfidence as you can. Beconfidence as you can. Be

willing yourself to take onwilling yourself to take onthe challenges. Predict athe challenges. Predict a

realistic success.realistic success.


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The futureThe future

Refer to times to come.Refer to times to come.

Even use the wordEven use the wordfuture as you predictfuture as you predicta brighter daya brighter day


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PronounsPronouns

Make your talks personal. UseMake your talks personal. Usethe words I, me, or minethe words I, me, or mine-- referreferto your own commitment. Tellto your own commitment. Tell

how you feel; risk a bit of selfhow you feel; risk a bit of self--disclosure. Use the word youdisclosure. Use the word yourefer to the audiencerefer to the audience-- or evenor even

better, use we, us, or our tobetter, use we, us, or our torefer to yourself and therefer to yourself and theaudience as a team.audience as a team.


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A final uplifting phraseA final uplifting phrase

Make the very last words you sayMake the very last words you sayturn upward, not downward. Do notturn upward, not downward. Do notend with a statement like, we willend with a statement like, we will

look forward to a brighter futurelook forward to a brighter futureand avoid the serious problems ofand avoid the serious problems ofthe past. Rather, say we willthe past. Rather, say we willavoid the serious problems of theavoid the serious problems of the

past and look forward to a brighterpast and look forward to a brighterfuture. Leave the audiencefuture. Leave the audiencemoving upward with your lastmoving upward with your lastwordswords..


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4. Pause and say thank you4. Pause and say thank you

Thank you signals theThank you signals thefinish, and therefore thefinish, and therefore the

moment listeners canmoment listeners canreact. The phrase is, inreact. The phrase is, in

fact, an applause cue.fact, an applause cue.

5 Pause again and solicit5 Pause again and solicit


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5. Pause again and solicit5. Pause again and solicitquestionsquestions

Make sure your pause isMake sure your pause islong enough to allow forlong enough to allow for

the listeners applause orthe listeners applause orappreciative nods. Then,appreciative nods. Then,

if appropriate, solicit andif appropriate, solicit andanswer questions.answer questions.


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Handle questions with careHandle questions with care

Answering questions well canAnswering questions well canbe a major key to the successbe a major key to the successof your presentation, becauseof your presentation, because

the Q&A session is where thethe Q&A session is where theaudience finds out how muchaudience finds out how muchyou really know about youryou really know about yourtopic and therefore whethertopic and therefore whetherthey can believe in your ideasthey can believe in your ideas

Some useful guidelinesSome useful guidelines


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Anticipate questionsAnticipate questions

Before the presentation,Before the presentation,brainstorm 10brainstorm 10--12 tough12 tough

questions you think youllquestions you think youllbe asked. Prepare good,be asked. Prepare good,

solid answers.solid answers.

Specify when you want theSpecify when you want the


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Specify when you want theSpecify when you want theQ&A sessionQ&A session

In your introduction, requestIn your introduction, requestquestions any time, afterquestions any time, aftersections of the talk, or at thesections of the talk, or at the

end of the talk. Questionsend of the talk. Questionsduring your talk may make yourduring your talk may make yourtalk longer and harder to keeptalk longer and harder to keep

focused, but they can makefocused, but they can makeyour talk interactive and moreyour talk interactive and moreengaging.engaging.

Listen carefully toListen carefully to


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Listen carefully toListen carefully toquestionsquestions

Dont completeDont completequestioners thoughtsquestioners thoughts--that can be insulting.that can be insulting.

Always supportAlways support


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Always supportAlways support

questionersquestionersNever put anyone down forNever put anyone down for

asking questions, even poorasking questions, even poor

ones. Put downs only makeones. Put downs only makeenemies. Presenters canenemies. Presenters caninsult questioners withoutinsult questioners without

realizing it by making anrealizing it by making anunintentionally hurtfulunintentionally hurtfulcommentcomment


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For example, supposeFor example, supposesomeone asks a questionsomeone asks a question

and you say, I thought Iand you say, I thought Iexplained that, but Ill goexplained that, but Ill go

over it again for you.over it again for you.

Beware of saying goodBeware of saying good


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Beware of saying goodBeware of saying goodquestionquestion

If you say to Kareena,If you say to Kareena,youll have to say it toyoull have to say it to

everybody, or risk makingeverybody, or risk makingpeople think theirpeople think their

questions arent as goodquestions arent as goodas Kareenasas Kareenas

If appropriate, repeatIf appropriate, repeat


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If appropriate, repeatIf appropriate, repeat(or restate) the question(or restate) the question

especially if theespecially if thequestion is complex, orquestion is complex, or

if the room is so big thatif the room is so big thatall listeners cant hearall listeners cant hear

the questions posed tothe questions posed toyou.you.

Break out multipleBreak out multiple--partpart


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Break out multipleBreak out multiple partpartquestionquestion

If someone asks you a threeIf someone asks you a three-- ororfourfour-- part question, dont panic.part question, dont panic.Answer only the first part if theAnswer only the first part if the

question and then say, now,question and then say, now,what was your secondwhat was your secondquestion?question?

Handling the questions one at aHandling the questions one at atime is much easier and just astime is much easier and just aseffective.effective.

A b i flA b i fl


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Answer brieflyAnswer briefly

The fewer words youThe fewer words yousay, the more of themsay, the more of themare remembered.are remembered.

Involve the entire audienceInvolve the entire audience


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Involve the entire audienceInvolve the entire audience

in your answerin your answer

Even though one personEven though one personasked the question, youasked the question, you

should answer to everyshould answer to everyone, with only a bit moreone, with only a bit more

eye contact directed ateye contact directed atthe askerthe asker

If you dont know theIf you dont know the


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If you don t know theIf you don t know theanswer, dont bluffanswer, dont bluff

Simply say you dont know,Simply say you dont know,promise to get back to thepromise to get back to theasker with an answer, and do itasker with an answer, and do it

ASAP. You may be better offASAP. You may be better offthis way than if you knew thethis way than if you knew theanswer right off; getting backanswer right off; getting back

quickly shows a customerquickly shows a customerservice attitude.service attitude.

Techniques for usingTechniques for using


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Techniques for usingTechniques for usingLaptops orLCDsLaptops orLCDs

Dont overdo visualDont overdo visualeffects; dont make aeffects; dont make a

visual for every singlevisual for every singlethought.thought.If possible, index slidesIf possible, index slides

for quickfor quick--referencereferencetailoring on the fly.tailoring on the fly.


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Rehearse carefully.Rehearse carefully.

Get there early; checkGet there early; checkeverything twiceeverything twice

If using a TV monitor, useIf using a TV monitor, useat least a 27 screenat least a 27 screen


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If using a LCD panel andIf using a LCD panel andreflective screen, try toreflective screen, try to

get a superget a super--highhighluminosity overheadluminosity overheadprojectorprojector

Allow sufficientAllow sufficientsetup/boot up timesetup/boot up time


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Ensure the image is largeEnsure the image is largeenough to be seen at the back;enough to be seen at the back;if necessary, use the imageif necessary, use the image

sizer on the over headsizer on the over headprojectorprojector

Make sure the image is brightMake sure the image is bright

enough, but try also to leaveenough, but try also to leavethe room bright enough forthe room bright enough forgood eye contactgood eye contact


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If presenting in a darkenedIf presenting in a darkenedroom, emphasize your voiceroom, emphasize your voice

dynamicsdynamicsIf you anticipate longIf you anticipate long

discussions on any slides,discussions on any slides,

turn off the screen saverturn off the screen saverfeaturefeature


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For verbalFor verbal-- visual cooperation,visual cooperation,use cascading bullets oruse cascading bullets or

progressive highlighting.progressive highlighting.

For commands, use a remoteFor commands, use a remoteportable mouse as opposed toportable mouse as opposed totapping laptoptapping laptop

Create a dark slide effect soCreate a dark slide effect soyou can occasionally speakyou can occasionally speakwithout visual aidswithout visual aids

7331202 Business Writing

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