Unformatted Attachment Preview
Memo
To:
Recipient’s Name, Recipient’s Title
From:
Your Name, Your Title
CC:
Name and title of individuals you want to copy in on your correspondence; if
there are no courtesy copies, leave this line off
Date:
The date you are sending the memo
Subject:
A clear subject line reflecting the focus of your document
This document serves as an example of the memo layout used for business communications. The
guidelines detailed in this memo can assist you in developing effective, clear, succinct business
memos. Make certain you use the proper memo format and include the to/from/date and
subject at the top flush left position as shown above. Make certain your subject is clear,
precise, and complete.
Open your memo with the most important point or the purpose of the memo in the first
paragraph. Tell the reader why you are writing, putting the Bottom Line On Top (B.L.O.T.).
Include enough white space between paragraphs to provide white space.
Give your rationale or supporting reasons for your request in the middle of the document.
Explain why it is important that you receive a positive response to your request. Detail how it
will help the organization. Provide the specifications of the request, for example date, time, cost,
location, etc. Discuss the main points in the body of the memo.
In the final paragraph sum up the memo and thank the reader for their time and attention. You
should restate the most important point. Don’t forget to include your contact information in
all correspondence. This makes it easier for the recipient to find you. You can put your email
and telephone numbers in the last paragraph. A salutation is not needed.
Chapter 9 from Business Communication for Success was adapted by The Saylor Foundation under a
Creative Commons Attribution-NonCommercial-ShareAlike 3.0 license without attribution, as requested
by the work’s original creator or licensee. © 2014, The Saylor Foundation.
Chapter 9
Business Writing in Action
If you call failures experiments, you can put them in your résumé and claim them as
achievements.
Mason Cooley
Volunteer—not so you can build your résumé, but so you can build yourself.
Author Unknown
Getting Started
I N T RO DU CT O R Y E XE R CI S ES
1. Review the different kinds of common business communication writing covered by the main
headings in this chapter. Make a note of which kinds of documents you have produced in the
past and which you have not. For example, have you written many memos but not a business
report? Share and compare with classmates.
2. Conduct an online search for job descriptions associated with your chosen career and think
about what tasks are accomplished in a typical day or week. If possible, also talk to someone
who is employed in that career. Note the kinds of writing skills that are involved in carrying out
job duties or tasks. Share your results with the class.
Business communication in written form requires skill and expertise. From text
messages to reports, how you represent yourself with the written word counts. Writing
in an online environment requires tact and skill, and an awareness that what you write
may be there forever. From memos to letters, from business proposals to press releases,
your written business communication represents you and your company: your goal is to
make it clear, concise, and professional.
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9.1 Text, E-mail, and Netiquette
L EA R N IN G O B JEC T IV ES
1. Discuss the role of text messaging in business communication.
2. Write effective e-mails for both internal and external communication.
3. Demonstrate the appropriate use of netiquette.
Text messages and e-mails are part of our communication landscape, and skilled
business communicators consider them a valuable tool to connect. Netiquette refers to
etiquette, or protocols and norms for communication, on the Internet.
Texting
Whatever digital device you use, written communication in the form of brief messages,
ortexting, has become a common way to connect. It is useful for short exchanges, and is
a convenient way to stay connected with others when talking on the phone would be
cumbersome. Texting is not useful for long or complicated messages, and careful
consideration should be given to the audience.
It is often said that you can tell how old someone is by how he or she inputs a phone
number on a cell phone. If the person uses his or her thumb while holding the digital
device, that person may have been raised on video games and be adept at one-handed
interfaces. If he holds the digital device with one hand and inputs the number with the
other, he may be over thirty, or may be less comfortable with some technological
devices. Of course, there is no actual correlation between input and age, but it is a useful
example to use when considering who your audience is when writing a text message. If
the person is a one-hander, and knows all the abbreviations common to texting, you
may be able to use similar codes to communicate effectively. If the person is a twohander, you are better off using fewer words and spelling them out. Texting can be a
great tool for connecting while on the go, but consider your audience and your company,
and choose words, terms, or abbreviations that will deliver your message.
Tips for Effective Business Texting
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•
Know your recipient; “? % dsct” may be an understandable way to ask a close associate what the
proper discount is to offer a certain customer, but if you are writing a text to your boss, it might
be wiser to write, “what % discount does Murray get on $1K order?”
•
Anticipate unintentional misinterpretation. Texting often uses symbols and codes to represent
thoughts, ideas, and emotions. Given the complexity of communication, and the useful but
limited tool of texting, be aware of its limitation and prevent misinterpretation with brief
messages.
•
Contacting someone too frequently can border on harassment. Texting is a tool. Use it when
appropriate but don’t abuse it.
•
Unplug yourself once in awhile. Do you feel constantly connected? Do you feel lost or “out of it”
if you don’t have your cell phone and cannot connect to people, even for fifteen minutes?
Sometimes being unavailable for a time can be healthy—everything in moderation, including
texting.
•
Don’t text and drive. Research shows that the likelihood of an accident increases dramatically if
the driver is texting behind the wheel. [1] Being in an accident while conducting company
business would reflect poorly on your judgment as well as on your employer.
E-mail
Electronic mail, usually called e-mail, is quite familiar to most students and workers. It
may be used like text, or synchronous chat, and it can be delivered to a cell phone. In
business, it has largely replaced print hard copy letters for external (outside the
company) correspondence, as well as taking the place of memos for internal (within the
company) communication. [2] E-mail can be very useful for messages that have slightly
more content than a text message, but it is still best used for fairly brief messages.
Many businesses use automated e-mails to acknowledge communications from the
public, or to remind associates that periodic reports or payments are due. You may also
be assigned to “populate” a form e-mail in which standard paragraphs are used but you
choose from a menu of sentences to make the wording suitable for a particular
transaction.
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E-mails may be informal in personal contexts, but business communication requires
attention to detail, awareness that your e-mail reflects you and your company, and a
professional tone so that it may be forwarded to any third party if needed. E-mail often
serves to exchange information within organizations. Although e-mail may have an
informal feel, remember that when used for business, it needs to convey professionalism
and respect. Never write or send anything that you wouldn’t want read in public or in
front of your company president.
Tips for Effective Business E-mails
•
Proper salutations should demonstrate respect and avoid mix-ups in case a message is
accidentally sent to the wrong recipient. For example, use a salutation like “Dear Ms. X”
(external) or “Hi Barry” (internal).
•
Subject lines should be clear, brief, and specific. This helps the recipient understand the essence
of the message. For example, “Proposal attached” or “Your question of 10/25.”
•
Close with a signature. Identify yourself by creating a signature block that automatically
contains your name and business contact information.
•
Avoid abbreviations. An e-mail is not a text message, and the audience may not find your wit
cause to ROTFLOL (roll on the floor laughing out loud).
•
Be brief. Omit unnecessary words.
•
Use a good format. Include line breaks between sentences or divide your message into brief
paragraphs for ease of reading. A good e-mail should get to the point and conclude in three
small paragraphs or less.
•
Reread, revise, and review. Catch and correct spelling and grammar mistakes before you press
“send.” It will take more time and effort to undo the problems caused by a hasty, poorly written
e-mail than to get it right the first time.
•
Reply promptly. Watch out for an emotional response—never reply in anger—but make a habit
of replying to all e-mails within twenty-four hours, even if only to say that you will provide the
requested information in forty-eight or seventy-two hours.
•
Use “Reply All” sparingly. Do not send your reply to everyone who received the initial e-mail
unless your message absolutely needs to be read by the entire group.
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•
Avoid using all caps. Capital letters are used on the Internet to communicate emphatic emotion
or yelling and are considered rude.
•
Test links. If you include a link, test it to make sure it is complete.
•
E-mail ahead of time if you are going to attach large files (audio and visual files are often quite
large) to prevent exceeding the recipient’s mailbox limit or triggering the spam filter.
•
Give feedback or follow up. If you don’t get a response in twenty-four hours, e-mail or call. Spam
filters may have intercepted your message, so your recipient may never have received it.
Let’s look at two examples of business e-mail. In Figure 9.1, we have an e-mail form.
InFigure 9.2, we have a letter written specifically for the situation and audience.
Figure 9.1
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Figure 9.2
Netiquette
We create personal pages, post messages, and interact via mediated technologies as a
normal part of our careers, but how we conduct ourselves can leave a lasting image,
literally. The photograph you posted on your MySpace page may have been seen by your
potential employer, or that nasty remark in a post may come back to haunt you later.
Some fifteen years ago, when the Internet was a new phenomenon, Virginia Shea laid
out a series of ground rules for communication online that continue to serve us today.
Virginia Shea’s Rules of Netiquette
•
Remember the human on the other side of the electronic communication.
•
Adhere to the same standards of behavior online that you follow in real life.
•
Know where you are in cyberspace.
•
Respect other people’s time and bandwidth.
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•
Make yourself look good online.
•
Share expert knowledge.
•
Keep flame wars under control.
•
Respect other people’s privacy.
•
Don’t abuse your power.
•
Be forgiving of other people’s mistakes. [3]
Her rules speak for themselves and remind us that the golden rule (treat others as you
would like to be treated) is relevant wherever there is human interaction.
K E Y TA K EA WAYS
•
A text message is a brief written message sent and received using a digital device. It is useful for
informal, brief, time-sensitive communication.
•
E-mail is useful for both internal and external business communications. The content and
formatting of an e-mail message should reflect professionalism and follow the rules of
netiquette.
•
Social customs that exist in traditional, live, human interaction also influence the rules and
customs by which we interact with each other in the online environment.
E XE R C IS ES
1. Write a text message in your normal use of language. It should use all your normal abbreviations
(e.g., FWIW, IMHO, LOL), even if not everyone understands them.
2. Find an example of an e-mail that you wish you had never sent or received. Rewrite it to
eliminate the characteristics that you find problematic. Share it with your classmates.
3. Choose at least three e-mails you have sent or received that are good examples of business
communication. What makes them good examples? Could they be improved in any way? Share
your suggestions with classmates.
4. When is e-mail inappropriate? Why?
5. Find a “flame war,” or heated discussion in an online forum and note how it is handled. Compare
the results with your classmates.
6. In your experience, how do people behave when they interact online? Share your observations
with your classmates.
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[1] Houston Chronicle. (2009, September 23). Deadly distraction: Texting while driving, twice as
risky as drunk driving, should be banned. Houston Chronicle (3 STAR R.O. ed.), p. B8. Retrieved
fromhttp://www.chron.com/CDA/archives/archive.mpl?id=2009_4791006
[2] Guffey, M. (2008). Essentials of business communication (7th ed.). Mason, OH:
Thomson/Wadsworth.
[3] Shea, V. (1994). Netiquette. San Francisco, CA: Albion Books.
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9.2 Memorandums and Letters
L EA R N IN G O B JEC T IV ES
1. Discuss the purpose and format of a memo.
2. Understand effective strategies for business memos.
3. Describe the fifteen parts of a standard business letter.
4. Access sample business letters and write a sample business letter.
Memos
A memo (or memorandum, meaning “reminder”) is normally used for communicating
policies, procedures, or related official business within an organization. It is often
written from a one-to-all perspective (like mass communication), broadcasting a
message to an audience, rather than a one-on-one, interpersonal communication. It may
also be used to update a team on activities for a given project, or to inform a specific
group within a company of an event, action, or observance.
Memo Purpose
A memo’s purpose is often to inform, but it occasionally includes an element of
persuasion or a call to action. All organizations have informal and formal
communication networks. The unofficial, informal communication network within an
organization is often called thegrapevine, and it is often characterized by rumor, gossip,
and innuendo. On the grapevine, one person may hear that someone else is going to be
laid off and start passing the news around. Rumors change and transform as they are
passed from person to person, and before you know it, the word is that they are shutting
down your entire department.
One effective way to address informal, unofficial speculation is to spell out clearly for all
employees what is going on with a particular issue. If budget cuts are a concern, then it
may be wise to send a memo explaining the changes that are imminent. If a company
wants employees to take action, they may also issue a memorandum. For example, on
February 13, 2009, upper management at the Panasonic Corporation issued a
declaration that all employees should buy at least $1,600 worth of Panasonic products.
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The company president noted that if everyone supported the company with purchases, it
would benefit all. [1]
While memos do not normally include a call to action that requires personal spending,
they often represent the business or organization’s interests. They may also include
statements that align business and employee interest, and underscore common ground
and benefit.
Memo Format
A memo has a header that clearly indicates who sent it and who the intended recipients
are. Pay particular attention to the title of the individual(s) in this section. Date and
subject lines are also present, followed by a message that contains a declaration, a
discussion, and a summary.
In a standard writing format, we might expect to see an introduction, a body, and a
conclusion. All these are present in a memo, and each part has a clear purpose. The
declaration in the opening uses a declarative sentence to announce the main topic. The
discussion elaborates or lists major points associated with the topic, and the conclusion
serves as a summary.
Let’s examine a sample memo.
Figure 9.3
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Five Tips for Effective Business Memos
Audience Orientation
Always consider the audience and their needs when preparing a memo. An acronym or
abbreviation that is known to management may not be known by all the employees of
the organization, and if the memo is to be posted and distributed within the
organization, the goal is clear and concise communication at all levels with no
ambiguity.
Professional, Formal Tone
Memos are often announcements, and the person sending the memo speaks for a part or
all of the organization. While it may contain a request for feedback, the announcement
itself is linear, from the organization to the employees. The memo may have legal
standing as it often reflects policies or procedures, and may reference an existing or new
policy in the employee manual, for example.
Subject Emphasis
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The subject is normally declared in the subject line and should be clear and concise. If
the memo is announcing the observance of a holiday, for example, the specific holiday
should be named in the subject line—for example, use “Thanksgiving weekend schedule”
rather than “holiday observance.”
Direct Format
Some written business communication allows for a choice between direct and indirect
formats, but memorandums are always direct. The purpose is clearly announced.
Objectivity
Memos are a place for just the facts, and should have an objective tone without personal
bias, preference, or interest on display. Avoid subjectivity.
Letters
Letters are brief messages sent to recipients that are often outside the
organization. [2] They are often printed on letterhead paper, and represent the business
or organization in one or two pages. Shorter messages may include e-mails or memos,
either hard copy or electronic, while reports tend to be three or more pages in length.
While e-mail and text messages may be used more frequently today, the effective
business letter remains a common form of written communication. It can serve to
introduce you to a potential employer, announce a product or service, or even serve to
communicate feelings and emotions. We’ll examine the basic outline of a letter and then
focus on specific products or writing assignments.
All writing assignments have expectations in terms of language and format. The
audience or reader may have their own idea of what constitutes a specific type of letter,
and your organization may have its own format and requirements. This chapter outlines
common elements across letters, and attention should be directed to the expectations
associated with your particular writing assignment. There are many types of letters, and
many adaptations in terms of form and content, but in this chapter, we discuss the
fifteen elements of a traditional block-style letter.
Letters may serve to introduce your skills and qualifications to prospective employers,
deliver important or specific information, or serve as documentation of an event or
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decision. Regardless of the type of letter you need to write, it can contain up to fifteen
elements in five areas. While you may not use all the elements in every case or context,
they are listed inTable 9.1 "Elements of a Business Letter".
Table 9.1 Elements of a Business Letter
Content
Guidelines
1. Return Address
This is your address where someone could send a reply. If your letter includes
a letterhead with this information, either in the header (across the top of the
page) or the footer (along the bottom of the page), you do not need to
include it before the date.
2. Date
The date should be placed at the top, right or left justified, five lines from the
top of the page or letterhead logo.
3. Reference (Re:)
Like a subject line in an e-mail, this is where you indicate what the letter is in
reference to, the subject or purpose of the document.
4. Delivery (Optional)
Sometimes you want to indicate on the letter itself how it was delivered. This
can make it clear to a third party that the letter was delivered via a specific
method, such as certified mail (a legal requirement for some types of
documents).
5. Recipient Note
(Optional)
This is where you can indicate if the letter is personal or confidential.
Content
6. Salutation
Guidelines
A common salutation may be “Dear Mr. (full name).” But if you are unsure
about titles (i.e., Mrs., Ms., Dr.), you may simply write the recipient’s name
(e.g., “Dear Cameron Rai”) followed by a colon. A comma after the salutation
is correct for personal letters, but a colon should be used in business. The
salutation “To whom it may concern” is appropriate for letters of
recommendation or other letters that are intended to be read by any and all
individuals. If this is not the case with your letter, but you are unsure of how
to address your recipient, make every effort to find out to whom the letter
should be specifically addressed. For many, there is no sweeter sound than
that of their name, and to spell it incorrectly runs the risk of alienating the
reader before your letter has even been read. Avoid the use of impersonal
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Content
Guidelines
salutations like “Dear Prospective Customer,” as the lack of personalization
can alienate a future client.
7. Introduction
This is your opening paragraph, and may include an attention statement, a
reference to the purpose of the document, or an introduction of the person
or topic depending on the type of letter. An emphatic opening involves using
the most significant or important element of the letter in the introduction.
Readers tend to pay attention to openings, and it makes sense to outline the
expectations for the reader up front. Just as you would preview your topic in
a speech, the clear opening in your introductions establishes context and
facilitates comprehension.
8. Body
If you have a list of points, a series of facts, or a number of questions, they
belong in the body of your letter. You may choose organizational devices to
draw attention, such as a bullet list, or simply number them. Readers may
skip over information in the body of your letter, so make sure you emphasize
the key points clearly. This is your core content, where you can outline and
support several key points. Brevity is important, but so is clear support for
main point(s). Specific, meaningful information needs to be clear, concise,
and accurate.
9. Conclusion
An emphatic closing mirrors your introduction with the added element of
tying the main points together, clearly demonstrating their relationship. The
conclusion can serve to remind the reader, but should not introduce new
information. A clear summary sentence will strengthen your writing and
enhance your effectiveness. If your letter requests or implies action, the
conclusion needs to make clear what you expect to happen. It is usually
courteous to conclude by thanking the recipient for his or her attention, and
to invite them to contact you if you can be of help or if they have questions.
This paragraph reiterates the main points and their relationship to each
other, reinforcing the main point or purpose.
10. Close
“Sincerely” or “Cordially” are standard business closing statements. (“Love,”
“Yours Truly,” and “BFF” are closing statements suitable for personal
correspondence, but not for business.) Closing statements are normally
placed one or two lines under the conclusion and include a hanging comma,
as in Sincerely,
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Content
Guidelines
11. Signature
Five lines after the close, you should type your name (required) and, on the
line below it, your title (optional).
12. Preparation Line
If the letter was prepared, or word-processed, by someone other than the
signatory (you), then inclusion of initials is common, as in MJD or abc.
13.
Enclosures/Attachments
Just like an e-mail with an attachment, the letter sometimes has additional
documents that are delivered with it. This line indicates what the reader can
look for in terms of documents included with the letter, such as brochures,
reports, or related business documents.
14. Courtesy Copies or
“CC”
The abbreviation “CC” once stood for carbon copies but now refers to
courtesy copies. Just like a “CC” option in an e-mail, it indicates the relevant
parties that will also receive a copy of the document.
15. Logo/Contact
Information
A formal business letter normally includes a logo or contact information for
the organization in the header (top of page) or footer (bottom of page).
Strategies for Effective Letters
Remember that a letter has five main areas:
1. The heading, which establishes the sender, often including address and date
2. The introduction, which establishes the purpose
3. The body, which articulates the message
4. The conclusion, which restates the main point and may include a call to action
5. The signature line, which sometimes includes the contact information
A sample letter is shown in Figure 9.5 "Sample Business Letter".
Figure 9.5 Sample Business Letter
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Always remember that letters represent you and your company in your absence. In
order to communicate effectively and project a positive image,
•
be clear, concise, specific, and respectful;
•
each word should contribute to your purpose;
•
each paragraph should focus on one idea;
•
the parts of the letter should form a complete message;
•
the letter should be free of errors.
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•
Memos are brief business documents usually used internally to inform or persuade employees
concerning business decisions on policy, procedure, or actions.
•
Letters are brief, print messages often used externally to inform or persuade customers,
vendors, or the public.
•
A letter has fifteen parts, each fulfilling a specific function.
E XE R C IS ES
1. Find a memo from your work or business, or borrow one from someone you know. Share it with
your classmates, observing confidentiality by blocking out identifying details such as the name of
the sender, recipient, and company. Compare and contrast.
2. Create a draft letter introducing a product or service to a new client. Post and share with
classmates.
3. Write a memo informing your class that an upcoming holiday will be observed. Post and share
with classmates.
4. Find a business letter (for example, an offer you received from a credit card company or a
solicitation for a donation) and share it with your classmates. Look for common elements and
points of difference.
5. Now that you have reviewed a sample letter, and learned about the five areas and fifteen basic
parts of any business letter, write a business letter that informs a prospective client or customer
of a new product or service.
[1] Lewis, L. (2009, February 13). Panasonic orders staff to buy £1,000 in products. Retrieved
fromhttp://business.timesonline.co.uk/tol/business/markets/japan/article5723942.ece
[2] Bovee, C., & Thill, J. (2010). Business communication essentials: a skills-based approach to
vital business English (4th ed.). Upper Saddle River, NJ: Prentice Hall.
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9.3 Business Proposal
L EA R N IN G O B JEC T IV ES
1. Describe the basic elements of a business proposal.
2. Discuss the main goals of a business proposal.
3. Identify effective strategies to use in a business proposal.
An effective business proposal informs and persuades efficiently. It features many of the
common elements of a report, but its emphasis on persuasion guides the overall
presentation.
Let’s say you work in a health care setting. What types of products or services might be
put out to bid? If your organization is going to expand and needs to construct a new
wing, it will probably be put out to bid. Everything from office furniture to bedpans
could potentially be put out to bid, specifying a quantity, quality, and time of delivery
required. Janitorial services may also be bid on each year, as well as food services, and
even maintenance. Using the power of bidding to lower contract costs for goods and
services is common practice.
In order to be successful in business and industry, you should be familiar with the
business proposal. Much like a report, with several common elements and persuasive
speech, a business proposal makes the case for your product or
service. Business proposals are documents designed to make a persuasive appeal to the
audience to achieve a defined outcome, often proposing a solution to a problem.
Common Proposal Elements
Idea
Effective business proposals are built around a great idea or solution. While you may be
able to present your normal product, service, or solution in an interesting way, you want
your document and its solution to stand out against the background of competing
proposals. What makes your idea different or unique? How can you better meet the
needs of the company that other vendors? What makes you so special? If the purchase
decision is made solely on price, it may leave you little room to underscore the value of
service, but the sale follow-through has value. For example, don’t consider just the cost
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of the unit but also its maintenance. How can maintenance be a part of your solution,
distinct from the rest? In addition, your proposal may focus on a common product
where you can anticipate several vendors at similar prices. How can you differentiate
yourself from the rest by underscoring long-term relationships, demonstrated ability to
deliver, or the ability to anticipate the company’s needs? Business proposals need to
have an attractive idea or solution in order to be effective.
Traditional Categories
You can be creative in many aspects of the business proposal, but follow the traditional
categories. Businesses expect to see information in a specific order, much like a résumé
or even a letter. Each aspect of your proposal has its place and it is to your advantage to
respect that tradition and use the categories effectively to highlight your product or
service. Every category is an opportunity to sell, and should reinforce your credibility,
your passion, and the reason why your solution is simply the best.
Table 9.2 Business Proposal Format
Cover Page
Title page with name, title, date, and specific reference to request for proposal if
applicable.
Executive
Summary
Like an abstract in a report, this is a one- or two-paragraph summary of the product or
service and how it meets the requirements and exceeds expectations.
Background
Discuss the history of your product, service, and/or company and consider focusing on
the relationship between you and the potential buyer and/or similar companies.
Proposal
The idea. Who, what, where, when, why, and how. Make it clear and concise. Don’t waste
words, and don’t exaggerate. Use clear, well-supported reasoning to demonstrate your
product or service.
Market
Analysis
What currently exists in the marketplace, including competing products or services, and
how does your solution compare?
Benefits
How will the potential buyer benefit from the product or service? Be clear, concise,
specific, and provide a comprehensive list of immediate, short, and long-term benefits to
the company.
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Timeline
A clear presentation, often with visual aids, of the process, from start to finish, with
specific, dated benchmarks noted.
Marketing
Plan
Delivery is often the greatest challenge for Web-based services—how will people learn
about you? If you are bidding on a gross lot of food service supplies, this may not apply to
you, but if an audience is required for success, you will need a marketing plan.
Finance
What are the initial costs, when can revenue be anticipated, when will there be a return
on investment (if applicable)? Again, the proposal may involve a one-time fixed cost, but
if the product or service is to be delivered more than once, and extended financial plan
noting costs across time is required.
Conclusion
Like a speech or essay, restate your main points clearly. Tie them together with a
common them and make your proposal memorable.
Ethos, Pathos, and Logos
Ethos refers to credibility, pathos to passion and enthusiasm, and logos to logic or
reason. All three elements are integral parts of your business proposal that require your
attention. Who are you and why should we do business with you? Your credibility may
be unknown to the potential client and it is your job to reference previous clients,
demonstrate order fulfillment, and clearly show that your product or service is offered
by a credible organization. By association, if your organization is credible the product or
service is often thought to be more credible.
In the same way, if you are not enthusiastic about the product or service, why should the
potential client get excited? How does your solution stand out in the marketplace? Why
should they consider you? Why should they continue reading? Passion and enthusiasm
are not only communicated through “!” exclamation points. Your thorough
understanding, and your demonstration of that understanding, communicates
dedication and interest.
Each assertion requires substantiation, each point clear support. It is not enough to
make baseless claims about your product or service—you have to show why the claims
you make are true, relevant, and support your central assertion that your product or
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service is right for this client. Make sure you cite sources and indicate “according to”
when you support your points. Be detailed and specific.
Professional
A professional document is a base requirement. If it is less than professional, you can
count on its prompt dismissal. There should be no errors in spelling or grammar, and all
information should be concise, accurate, and clearly referenced when appropriate.
Information that pertains to credibility should be easy to find and clearly relevant,
including contact information. If the document exists in a hard copy form, it should be
printed on a letterhead. If the document is submitted in an electronic form, it should be
in a file format that presents your document as you intended. Word processing files may
have their formatting changed or adjusted based on factors you cannot control—like
screen size—and information can shift out of place, making it difficult to understand. In
this case, a portable document format (PDF)—a format for electronic documents—may
be used to preserve content location and avoid any inadvertent format changes when it
is displayed.
Effective, persuasive proposals are often brief, even limited to one page. “The one-page
proposal has been one of the keys to my business success, and it can be invaluable to you
too. Few decision-makers can ever afford to read more than one page when deciding if
they are interested in a deal or not. This is even more true for people of a different
culture or language,” said Adnan Khashoggi, a successful multibillionaire. [1] Clear and
concise proposals serve the audience well and limit the range of information to prevent
confusion.
Two Types of Business Proposals
Solicited
If you have been asked to submit a proposal it is considered solicited. The solicitation
may come in the form of a direct verbal or written request, but normally solicitations are
indirect, open-bid to the public, and formally published for everyone to see. A request
for proposal (RFP), request for quotation (RFQ), and invitation for bid (IFB) are
common ways to solicit business proposals for business, industry, and the government.
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RFPs typically specify the product or service, guidelines for submission, and evaluation
criteria. RFQs emphasize cost, though service and maintenance may be part of the
solicitation. IRBs are often job-specific in that they encompass a project that requires a
timeline, labor, and materials. For example, if a local school district announces the
construction of a new elementary school, they normally have the architect and
engineering plans on file, but need a licensed contractor to build it.
Unsolicited
Unsolicited proposals are the “cold calls” of business writing. They require a thorough
understanding of the market, product and/or service, and their presentation is typically
general rather than customer-specific. They can, however, be tailored to specific
businesses with time and effort, and the demonstrated knowledge of specific needs or
requirement can transform an otherwise generic, brochure-like proposal into an
effective sales message. Getting your tailored message to your target audience, however,
is often a significant challenge if it has not been directly or indirectly solicited.
Unsolicited proposals are often regarded as marketing materials, intended more to
stimulate interest for a follow-up contact than make direct sales. Sue Baugh and Robert
Hamper encourage you to resist the temptation to “shoot at every target and hope you
hit at least one.” [2] A targeted proposal is your most effective approach, but recognize
the importance of gaining company, service, or brand awareness as well as its
limitations.
Sample Business Proposal
The Writing Help Tools Center is a commercial enterprise, and offers a clear (and free)
example of a business proposal here:
http://www.writinghelptools.com/proposal-sample.html
K E Y TA K EA WAY
Business proposals need to target a specific audience.
E XE R C IS ES
1. Click on this link to see a sample request for proposal from the American Institute
of Public Accounts.
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http://www.aicpa.org/audcommctr/toolkitsnpo/SampleRFP_for_CPA_Services.ht
m
2. Prepare a business proposal in no more than two pages. Follow the guidelines provided in the
sample letter for CPA services on the American Institute of Public Accountants Web site. Do not
include actual contact information. Just as the example has employees named after colors, your
(imaginary) company should have contact information that does not directly link to real
businesses or you as an individual. Do not respond to point 12.
3. Search for an RFP (request for proposal) or similar call to bid, and post it to your class. Compare
the results with your classmates, focusing on what is required to apply or bid.
4. Identify a product or service you would like to produce or offer. List three companies that you
would like to sell your product or service to and learn more about them. Post your findings,
making the link between your product or service and company needs. You may find the Web site
on creating a business plan (http://www.myownbusiness.org/s2/#3) useful when completing this
exercise.
[1] Riley, P. G. (2002). The one-page proposal: How to get your business pitch onto one
persuasive page (p. 2). New York, NY: HarperCollins.
[2] Baugh, L. S., & Hamper, R. J. (1995). Handbook for writing proposals (p. 3). New York, NY:
McGraw-Hill.
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9.4 Report
L EA R N IN G O B JEC T IV ES
1. Discuss the main parts of a report.
2. Understand the different types of reports.
3. Write a basic report.
What Is a Report?
Reports are documents designed to record and convey information to the reader.
Reports are part of any business or organization; from credit reports to police reports,
they serve to document specific information for specific audiences, goals, or functions.
The type of report is often identified by its primary purpose or function, as in an
accident report, a laboratory report, a sales report, or even a book report. Reports are
often analytical, or involve the rational analysis of information. Sometimes they simply
“report the facts” with no analysis at all, but still need to communicate the information
in a clear and concise format. Other reports summarize past events, present current
data, and forecast future trends. While a report may have conclusions, propositions, or
even a call to action, the demonstration of the analysis is the primary function. A sales
report, for example, is not designed to make an individual sale. It is, however, supposed
to report sales to date, and may forecast future sales based on previous trends. This
chapter is designed to introduce you to the basics of report writing.
Types of Reports
Reports come in all sizes, but are typically longer than a page and somewhat shorter
than a book. The type of report depends on its function. The function of the report is its
essential purpose, often indicated in the thesis or purpose statement. The function will
also influence the types of visual content or visual aids, representing words, numbers,
and their relationships to the central purpose in graphic, representational ways that are
easy for the reader to understand. The function may also contribute to parameters like
report length (page or word count) or word choice and readability. “Focusing on the
content of your longer business documents is not only natural but necessary because
doing so helps ensure complete, correct information.” [1]
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Reports vary by function, and they also vary by style and tradition. Within your
organization, there may be employer-specific expectations that need to be addressed to
meet audience expectations. This chapter discusses reports in general terms, focusing
on common elements and points of distinction, but reference to similar documents
where you work or additional examination of specific sample reports may serve you well
as you prepare your own report.
Informational or Analytical Report?
There are two main categories for reports, regardless of their specific function or type.
An informational report informs or instructs and presents details of events, activities,
individuals, or conditions without analysis. An example of this type of “just the facts”
report is a police accident report. The report will note the time, date, place, contributing
factors like weather, and identification information for the drivers involved in an
automobile accident. It does not establish fault or include judgmental statements. You
should not see “Driver was falling down drunk” in a police accident report. Instead, you
would see “Driver failed sobriety tests and breathalyzer test and was transported to the
station for a blood sample.” The police officer is not a trained medical doctor and is
therefore not licensed to make definitive diagnoses, but can collect and present relevant
information that may contribute to that diagnosis.
The second type of report is called an analytical report. An analytical report presents
information with a comprehensive analysis to solve problems, demonstrate
relationships, or make recommendations. An example of this report may be a field
report by a Center for Disease Control (CDC) physician from the site of an outbreak of
the H1N1 virus, noting symptoms, disease progression, steps taken to arrest the spread
of the disease, and to make recommendations on the treatment and quarantine of
subjects.
Table 9.3 "Types of Reports and Their Functions" includes common reports that,
depending on the audience needs, may be informational or analytical.
Table 9.3 Types of Reports and Their Functions
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Type
Function
1. Laboratory Report
Communicate the procedures and results of laboratory activities
2. Research Report
Study problems scientifically by developing hypotheses, collecting data,
analyzing data, and indicating findings or conclusions
3. Field Study Report
Describe one-time events, such as trips, conferences, seminars, as well as
reports from branch offices, industrial and manufacturing plants
4. Progress Report
Monitor and control production, sales, shipping, service, or related business
process
5. Technical Report
Communication process and product from a technical perspective
6. Financial Report
Communication status and trends from a finance perspective
7. Case Study
Represent, analyze, and present lessons learned from a specific case or
example
8. Needs Assessment
Report
Assess the need for a service or product
9. Comparative
Advantage Report
Discuss competing products or services with an analysis of relative advantages
and disadvantages
10. Feasibility Study
Analyze problems and predict whether current solutions or alternatives will be
practical, advisable, or produced the desired outcome(s)
11. Instruction
Manuals
Communicate step-by-step instructions on the use of a product or service
Document and indicate the extent to which a product or service is within
12. Compliance Report established compliance parameters or standards
13. Cost-Benefit
Analysis Report
Communicate costs and benefits of products or services.
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Type
Function
14. Decision Report
Make recommendations to management and become tools to solve problems
and make decisions
15. Benchmark Report
Establish criteria and evaluate alternatives by measuring against the establish
benchmark criteria
Report or record data obtained from an examination of an item or conditions,
16. Examination Report including accidents and natural disasters
17. Physical
Description report
Describe the physical characteristics of a machine, a device, or object
18. Literature Review
Present summaries of the information available on a given subject
How Are Reports Organized?
Reports vary by size, format, and function. You need to be flexible and adjust to the
needs of the audience while respecting customs and guidelines. Reports are typically
organized around six key elements:
1. Whom the report is about and/or prepared for
2. What was done, what problems were addressed, and the results, including conclusions and/or
recommendations
3. Where the subject studied occurred
4. When the subject studied occurred
5. Why the report was written (function), including under what authority, for what reason, or by
whose request
6. How the subject operated, functioned, or was used
Pay attention to these essential elements when you consider your stakeholders, or those
who have an interest in the report. That may include the person(s) the report is about,
whom it is for, and the larger audience of the business, organization, or industry. Ask
yourself who the key decision makers are who will read your report, who the experts or
technicians will be, and how executives and workers may interpret your words and
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images. While there is no universal format for a report, there is a common order to the
information. Each element supports the main purpose or function in its own way,
playing an important role in the representation and transmission of information.
Table 9.4 Ten Common Elements of a Report
Page
Element
Function
Example
Title and image
Like the cover of a
book, sometimes a
picture, image, or
logo is featured to
introduce the topic
to the reader.
2. Title Fly
Title only
Feasibility Study of Oil Recovery from
This page is optional. the X Tarpit Sands Location
3. Title Page
Label, report, features
title, author, affiliation,
date, and sometimes for
whom the report was
prepared
4. Table of
Contents
A list of the main parts
of the report and their
respective page
numbers
1. Cover
Feasibility Study of Oil Recovery from
the X Tarpit Sands Location Peak
Oilman, X Energy Corporation Prepared
for X
Abstract……1
Introduction……2
Background……3
Informational abstract:
highlight topic,
methods, data, and
results
Descriptive abstract:
(All of the above
5. Abstract
without statements of
conclusion or
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This report presents the current status
of the X tarpit sands, the study of oil
recoverability, and the findings of the
study with specific recommendations.
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Page
Element
Function
Example
recommendations)
Oil sands recovery processes include
ways to extract and separate the
bitumen from the clay, sand, and water
that make up the tar sands. This study
analyzes the feasibility of extraction and
separation, including a comprehensive
cost/benefits analysis, with specific
recommendations.
6.
Introduces the topic of
Introduction the report
Background: History of oil extraction
and separation from tarpit sands.
Methodology: Specific analysis of the
site based on accepted research
7. Body
Page
Key elements of body
include:
methods.
Background
study.
Methodology
Analysis and Recommendations:
Results
Analysis of the data and
Analysis and
recommendations based on that
Recommendations
analysis.
Element
Results: Data from the feasibility
Function
8.
Conclusion
Concise presentation of
findings
This portion clearly
indicates the main
results and their
relation to
recommended
action or outcome.
9.
Bibliography or Works
This part contains a
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Page
References
10.
Appendix
Element
Function
Cited
list of citations.
Related supporting
materials
This may include
maps, analysis of soil
samples, and field
reports.
Example
Here is a checklist for ensuring that a report fulfills its goals.
1. Report considers the audience’s needs
2. Format follows function of report
3. Format reflects institutional norms and expectations
4. Information is accurate, complete, and documented
5. Information is easy to read
6. Terms are clearly defined
7. Figures, tables, and art support written content
8. Figures, tables, and art are clear and correctly labeled
9. Figures, tables, and art are easily understood without text support
10. Words are easy to read (font, arrangement, organization)
11. Results are clear and concise
12. Recommendations are reasonable and well-supported
13. Report represents your best effort
14. Report speaks for itself without your clarification or explanation
K E Y TA K EA WAY
Informational and analytical reports require organization and a clear purpose.
E XE R C IS ES
1. Find an annual report for a business you would like to learn more about. Review it with the
previous reading in mind and provide examples. Share and compare with classmates.
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2. Write a report on a trend in business that you’ve observed, and highlight at least the main
finding. Draw from your experience as you bring together sources of information to illustrate a
trend. Share and compare with classmates.
[1] Bovee, C., & Thill, J. (2010). Business communication essentials: A skills-based approach to
vital business English (4th ed.). Upper Saddle River, NJ: Prentice Hall.
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9.5 Résumé
L EA R N IN G O B JEC T IV ES
1. Describe the differences among functional, reverse chronological, combination, targeted, and
scannable résumés.
2. Discuss what features are required in each type of résumé.
3. Prepare a one-page résumé.
A résumé is a document that summarizes your education, skills, talents, employment
history, and experiences in a clear and concise format for potential employers. The
résumé serves three distinct purposes that define its format, design, and presentation:
1. To represent your professional information in writing
2. To demonstrate the relationship between your professional information and the problem or
challenge the potential employer hopes to solve or address, often represented in the form of a
job description or duties
3. To get you an interview by clearly demonstrating you meet the minimum qualifications and have
the professional background help the organization meet its goals
An online profile page is similar to a résumé in that it represents you, your background
and qualifications, and adds participation to the publication. People network, link, and
connect in new ways via online profiles or professional sites like LinkedIn. In many
ways, your online profile is an online version of your résumé with connections and
friends on public display. Your MySpace and Facebook pages are also often accessible to
the public, so never post anything you wouldn’t want your employer (current or future)
to read, see, or hear. This chapter covers a traditional résumé, as well as the more
popular scannable features, but the elements and tips could equally apply to your online
profile.
Main Parts of a Résumé
Regardless of the format, employers have expectations for your résumé. They expect it
to be clear, accurate, and up to date. [1] This document represents you in your absence,
and you want it to do the best job possible. You don’t want to be represented by spelling
or grammatical errors, as they may raise questions about your education and attention
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to detail. Someone reading your résumé with errors will only wonder what kind of work
you might produce that will poorly reflect on their company. There is going to be enough
competition that you don’t want to provide an easy excuse to toss your résumé at the
start of the process. Do your best work the first time.
Résumés have several basic elements that employers look for, including your contact
information, objective or goal, education and work experience, and so on. Each résumé
format may organize the information in distinct ways based on the overall design
strategy, but all information should be clear, concise, and accurate. [2]
Contact Information
This section is often located at the top of the document. The first element of the contact
information is your name. You should use your full, legal name even if you go by your
middle name or use a nickname. There will plenty of time later to clarify what you prefer
to be called, but all your application documents, including those that relate to payroll,
your social security number, drug screenings, background checks, fingerprint records,
transcripts, certificates or degrees, should feature your legal name. Other necessary
information includes your address, phone number(s), and e-mail address. If you
maintain two addresses (e.g., a campus and a residential address), make it clear where
you can be contacted by indicating the primary address. For business purposes, do not
use an unprofessional e-mail address like sexiluvr93@hotmale.com or
tutifruti@yafoo.com. Create a new e-mail account if needed with an address suitable for
professional use.
Figure 9.7 Sample Contact Information
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Objective
This is one part of your résumé that is relatively simple to customize for an individual
application. Your objective should reflect the audience’s need to quickly understand how
you will help the organization achieve its goals.
Figure 9.8 Sample Objective
Education
You need to list your education in reverse chronological order, with your most recent
degree first. List the school, degree, and grade point average (GPA). If there is a
difference between the GPA in your major courses and your overall GPA, you may want
to list them separately to demonstrate your success in your chosen field. You may also
want to highlight relevant coursework that directly relate to the position.
Figure 9.9 Sample Education Field
Work Experience
List in reverse chronological order your employment history, including the positions,
companies, locations, dates, duties and skills demonstrated or acquired. You may
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choose to use active, descriptive sentences or bullet lists, but be consistent. Emphasize
responsibilities that involved budgets, teamwork, supervision, and customer service
when applying for positions in business and industry, but don’t let emphasis become
exaggeration. This document represents you in your absence, and if information is false,
at a minimum you could lose your job.
Figure 9.10 Sample Work Experience
Table 9.5 Types of Résumés
Type
Function
Advantage
Disadvantage
1. Reverse
Chronological
Reverse chronological
résumés (also called
reverse time order) focus
on work history.
Demonstrates a
consistent work history
It may be difficult to highlight
skills and experience.
2. Functional
Functional résumés (also
called competency-based
résumés) focus on skills.
Demonstrates skills that
can clearly link to job
functions or duties
It is often associated with
people who have gaps in their
employment history.
3.
Combination
A combination résumé lists Highlights the skills you
your skills and experience have that are relevant to
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reverse chronological order.
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Type
Function
first, then employment
history and education.
Advantage
Disadvantage
the job and provides a
reverse chronological
work history
4. Targeted
A targeted résumé is a
custom document that
specifically highlights the
experience and skills that
are relevant to the job.
Points out to the reader
how your qualifications
and experience clearly
match the job duties
Custom documents take
additional time, preparation,
analysis of the job
announcement, and may not
fit the established guidelines.
5. Scannable
A scannable résumé is
specifically formatted to be
read by a scanner and
converted to digital
information.
Increasingly used to
facilitate search and
retrieval, and to reduce
physical storage costs
Scanners may not read the
résumé correctly.
You may choose to include references at the end of your résumé, though “references
upon request” is common. You may also be tempted to extend your résumé to more than
one page, but don’t exceed that limit unless the additional page will feature specific,
relevant information that represents several years of work that directly relates to the
position. The person reading your résumé may be sifting through many applicants and
will not spend time reading extra pages. Use the one-page format to put your best foot
forward, remembering that you may never get a second chance to make a good first
impression.
Maximize Scannable Résumé Content
Use Key Words
Just as there are common search terms, and common words in relation to each position,
job description, or description of duties, your scannable résumé needs to mirror these
common terms. Use of nonstandard terms may not stand out, and your indication of
“managed employees” may not get the same attention as the word “supervision” or
“management.”
Follow Directions
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If a job description uses specific terms, refers to computer programs, skills, or previous
experience, make sure you incorporate that language in your scannable résumé. You
know that when given a class assignment, you are expected to follow directions;
similarly, the employer is looking for specific skills and experience. By mirroring the
employer’s language and submitting your application documents in accord with their
instructions, you convey a spirit of cooperation and an understanding of how to follow
instructions.
Insert a Key Word Section
Consider a brief section that lists common words associated with the position as a skills
summary: customer service, business communication, sales, or terms and acronyms
common to the business or industry.
Make It Easy to Read
You need to make sure your résumé is easy to read by a computer, including a character
recognition program. That means no italics, underlining, shading, boxes, or lines.
Choose a sans serif (without serif, or decorative end) font like Arial or Tahoma that
won’t be misread. Simple, clear fonts that demonstrate no points at which letters may
appear to overlap will increase the probability of the computer getting it right the first
time. In order for the computer to do this, you have to consider your audience—a
computer program that will not be able to interpret your unusual font or odd word
choice. A font size of eleven or twelve is easier to read for most people, and while the
computer doesn’t care about font size, the smaller your font, the more likely the
computer is to make the error of combining adjacent letters.
Printing, Packaging and Delivery
Use a laser printer to get crisp letter formation. Inkjet printers can have some “bleed”
between characters that may make them overlap, and therefore be misunderstood. Folds
can make it hard to scan your document. E-mail your résumé as an attachment if
possible, but if a paper version is required, don’t fold it. Use a clean, white piece of paper
with black ink; colors will only confuse the computer. Deliver the document in a nine-
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by-twelve-inch envelope, stiffened with a sheet of cardstock (heavy paper or cardboard)
to help prevent damage to the document.
Figure 9.11 Sample Format for Chronological Résumé
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Figure 9.12 Sample Format for Functional Résumé
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Figure 9.13 Sample Format for Scannable Résumé
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K E Y TA K EA WAY
A résumé will represent your skills, education, and experience in your absence.
Businesses increasingly scan résumés into searchable databases.
E XE R C IS ES
1. Find a job announcement with specific duties that represents a job that you will be prepared for
upon graduation. Choose a type of résumé and prepare your résumé to submit to the employer
as a class assignment. Your instructor may also request a scannable version of your résumé.
2. Conduct an online search for a functional or chronological résumé. Please post and share with
your classmates.
3. Conduct an online search for job advertisements that detail positions you would be interested in,
and note the key job duties and position requirements. Please post one example and share with
your classmates.
4. When is a second page of your résumé justified? Explain.
5. Conduct an online search for resources to help you prepare your own résumé. Please post one
link and a brief review of the Web site, noting what features you found useful and at least one
recommendation for improvement.
[1] Bennett, S. A. (2005). The elements of résumé style: Essential rules and eye-opening advice
for writing résumés and cover letters that work. AMACOM.
[2] Simons, W., & Curtis, R. (2004). The Résumé.com guide to writing unbeatable résumés. New
York, NY: McGraw-Hill.
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9.6 Sales Message
L EA R N IN G O B JEC T IV ES
1. Discuss a basic sales message and identify its central purpose
2. Detail the main parts of a sales message and understand strategies for success
A sales message is the central persuasive message that intrigues, informs, persuades,
calls to action, and closes the sale. Not every sales message will make a direct sale, but
the goal remains. Whether your sales message is embedded in a letter, represented in a
proposal, or broadcast across radio or television, the purpose stays the same.
Sales messages are often discussed in terms of reason versus emotion. Every message
has elements of ethos, or credibility; pathos, or passion and enthusiasm; and logos, or
logic and reason. If your sales message focuses exclusively on reason with cold, hard
facts and nothing but the facts, you may appeal to some audience, but certainly not the
majority. Buyers make purchase decisions on emotion as well as reason, and even if they
have researched all the relevant facts about competing products, the decision may still
come down to impulse, emotion, and desire. If your sales message focuses exclusively on
emotion, with little or no substance, it may not be taken seriously. Finally, if your sales
message does not appear to have credibility, the message will be dismissed. In the case
of the sales message, you need to meet the audience’s needs that vary greatly.
In general, appeals to emotion pique curiosity and get our attention, but some attention
to reason and facts should also be included. That doesn’t mean we need to spell out the
technical manual on the product on the opening sale message, but basic information
about design or features, in specific, concrete ways can help an audience make sense of
your message and the product or service. Avoid using too many abstract terms or
references, as not everyone will understand these. You want your sales message to do
the work, not the audience.
Format for a Common Sales Message
A sales message has the five main parts of any persuasive message.
Table 9.6 Five Main Parts of a Persuasive Message
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Attention
Statement
Use humor, novelty, surprise, or the unusual to get attention.
Introduction
Build interest by appealing to common needs and wants, and include a purpose
statement to set up expectations.
Body
Establish credibility, discuss attractive features, and compare with competitors,
addressing concerns or potential questions before they are even considered.
Conclusion
Sum it up and offer solution steps or calls to action, motivating the audience to take
the next step. The smaller the step, the more likely the audience will comply. Set up
your audience for an effective closing.
Residual
Message
Make the sale, make them remember you, and make sure your final words relate to
the most important information, like a contact phone number.
Getting Attention
Your sales message will compete with hundreds of other messages and you want it to
stand out. [1] One effective way to do that is to make sure your attention statement(s)
and introduction clearly state how the reader or listener will benefit.
•
Will the product or service save time or money?
•
Will it make them look good?
•
Will it entertain them?
•
Will it satisfy them?
Regardless of the product or service, the audience is going to consider first what is in it
for them. A benefit is what the buyer gains with the purchase and is central to your sales
message. They may gain social status, popularity, sex appeal, or even reduce or
eliminate something they don’t want. Your sales message should clearly communicate
the benefits of your product or service. [2]
Sales Message Strategies for Success
Your product or service may sell itself, but if you require a sales message, you may want
to consider these strategies for success:
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1. Start with your greatest benefit. Use it in the headline, subject line, caption, or attention
statement. Audiences tend to remember the information from the beginning and end of a
message, but have less recall about the middle points. Make your first step count by highlighting
the best feature first.
2. Take baby steps. One thing at a time. Promote, inform, and persuade on one product or
service at a time. You want to hear “yes” and make the associated sale, and if you confuse the
audience with too much information, too many options, steps to consider, or related products or
service, you are more likely to hear “no” as a defensive response as the buyer tries not to make a
mistake. Avoid confusion and keep it simple.
3. Know your audience. The more background research you can do on your buyer, the better
you can anticipate their specific wants and needs and individualize your sales message to meet
them.
4. Lead with emotion, follow with reason. Gain the audience’s attention with drama, humor,
or novelty and follow with specific facts that establish your credibility, provide more information
about the product or service, and lead to your call to action to make the sale.
These four steps can help improve your sales message, and your sales. Invest your time
in planning and preparation, and consider the audience’s needs as you prepare your
sales message.
Figure 9.14 Sample E-mail Sales Message
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K E Y TA K EA WAY
A sales message combines emotion and reason, and reinforces credibility, to create
interest in a product or service that leads to a sale.
E XE R C IS ES
1. Create your own e-mail sales message in a hundred words or less. Share it with the class.
2. Identify one sales message you consider to be effective. Share it with classmates and discuss why
you perceive it to be effective.
3. Please consider one purchase you made recently. What motivated you to buy and why did you
choose to complete the purchase? Share the results with your classmates.
4. Are you more motivated by emotion or reason? Ask ten friends that question and post your
results.
[1] Price, D. (2005, October 30). How to communicate your sales message so buyers take action
now! Retrieved June 14, 2009, from ezinearticles.com: http://ezinearticles.com/?How-ToCommunicate-Your-Sales-Message-So-Buyers-Take-Action-Now!&id=89569
[2] Winston, W., & Granat, J. (1997). Persuasive advertising for entrepreneurs and small
business owners: How to create more effective sales messages. New York, NY: Routledge.
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9.7 Additional Resources
Visit NetLingo for some common texting abbreviations.http://www.netlingo.com/acronyms.php
The Online Writing Lab (OWL) at Purdue University includes an area on e-mail
etiquette.http://owl.english.purdue.edu/owl/resource/636/01
Shea’s Netiquette online is another useful
source.http://www.albion.com/netiquette/book/index.html
The New York Times blog “Gadgetwise: Getting Smart About Personal Technology” discusses an
ever-changing variety of questions related to netiquette.http://gadgetwise.blogs.nytimes.com
The OWL at Purdue also includes pages on memo writing and a sample
memo.http://owl.english.purdue.edu/owl/resource/590/01;http://owl.english.purdue.edu/owl/res
ource/590/04
For 642 sample letters, from cover letters to complaints, go to this site.http://www.4hb.com/letters
Visit this Negotiations.com page for information on writing a request for proposal, quotation, and
information. http://www.negotiations.com/articles/procurement-terms
Visit this site for additional proposal writing
tips.http://www.4hb.com/0350tipwritebizproposal.html
TechSoup offers a sample Request for
Proposal.http://www.techsoup.org/toolkits/rfp/RFP_client_mgmt2.pdf
Your online profile counts as much as your
résumé.http://www.npr.org/templates/story/story.php?storyId=105483848&sc=nl&cc=es20090628
Read a Forbes article on “Ten Ways to Torpedo Your Sales
Pitch.”http://www.forbes.com/2007/08/01/microsoft-ebay-symantec-ent-salescx_mf_0801byb07_torpedo.html
Direct mail and other sales copy written by Susanna
Hutcheson.http://www.powerwriting.com/port.html
Visit this site for tips on how to write a public service announcement
(PSA).http://www.essortment.com/all/tiphowtowrite_rjbk.htm
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The National Institute of Justice provides guidelines on writing a
PSA.http://www.ojp.usdoj.gov/nij/topics/courts/restorative-justice/marketing-media/psa.htm
The AdCouncil provides a range of examples. http://www.adcouncil.org/default.aspx?id=15
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