978-1285094069 Chapter 6 Lecture Note

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Chapter 6 LECTURE NOTES

Revising Business Messages

CHAPTER SYNOPSIS

Students often resist the work of significant, substantial revision in favor of proofreading, so you

may wish to spend enough time on this chapter to emphasize that all three—editing,

proofreading, and evaluating—are important. They must operate in concert for any written

communication to be successful. Writing requires greater precision than speaking because a

speaker can get instant feedback and correct misunderstandings. Writers do not have the luxury

of instant feedback and reply.

To help students understand that individuals at all levels of an organization need to be clear and

precise when writing, allow them to critique actual business messages. Also, encourage students

to make a habit of proofreading each other’s papers. Psychologically, we don’t want to find

errors in our own work, but we can often find errors in someone else’s work. Because we are

certain of our intended meanings, we fail to see how a message actually does read. On the job,

businesspersons have only one opportunity to help their company make a good first impression.

The first impression made by their correspondence can either help their organization make

money or lose money, earn goodwill or lose it. Writers need to commit the time it takes to make

this first impression a positive one.

LEARNING OBJECTIVES

1. Complete business messages by revising for conciseness, which includes eliminating flabby

expressions, long lead-ins, there is/are and it is/was fillers, redundancies, and empty words, as

well as condensing for microblogging.

2. Improve clarity in business messages by keeping the ideas simple, dumping trite business

phrases, dropping clichés, avoiding slang and buzzwords, rescuing buried verbs, and

controlling exuberance.

3. Enhance readability by understanding document design including the use of white space,

margins, typefaces, fonts, numbered and bulleted lists, and headings.

4. Recognize proofreading problem areas, and apply effective techniques to catch mistakes in both

routine and complex documents.

5. Evaluate a message to judge its effectiveness.

WHAT’S NEW IN THIS CHAPTER

Updated the Taco Bell opening case scenario to show how the company rescued itself from

bad publicity, providing readers with a context for a relevant chapter-ending application

assignment.

Addressed the importance of the revision process in the digital age, emphasizing that even in

this hurry-up culture, taking the time to revise messages reduces confusion and increases the

writer’s credibility.

Revised many chapter illustrations and examples to reflect social media and digital

applications to connect traditional writing techniques with today’s digital environment.

Added coverage of writing concisely for microblogging on social media networks to guide

students in efficient and appropriate techniques.

Provided examples of Twitter messages that illustrate how to write concisely, clearly, and

correctly in only 140 characters.

Captured attention with a Reality Check titled “What’s Bad, Boring, and Barely Read All

Over?”

Added a brief discussion of “zombie nouns” so that students recognize what happens when

writers “suck the life out of active verbs.”

Presented at least 90 percent new or substantially revised end-of-chapter activities to give

students fresh opportunities to apply their writing skills.

LECTURE OUTLINE

I. Taking Time to Revise: Applying Phase 3 of the Writing Process (p. 177)

The final phase of the 3-x-3 writing process focuses on editing, proofreading, and

evaluating.

Some experts recommend devoting about half the total composition time to editing,

proofreading, and evaluating your message.

Definition: Revising means improving the content and sentence structure of your message.

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II. Tightening Your Message by Revising for Conciseness (p. 178)

Use the fewest words possible to make your message easy to understand and to save

the reader’s valuable time.

A. Eliminating Flabby Expressions

Figure 6.1 Revising Digital and Print Documents

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B. Limiting Long Lead-Ins

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C. Dropping Unnecessary there is/are and it is/was Fillers

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D. Rejecting Redundancies

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E. Purging Empty Words

Figure 6.2 Live Chat Connects Service Reps and Customers

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F. Writing Concisely for Microblogging on Social Media Networks

Microblogging consists of short messages exchanged on social media networks such

as Twitter, Facebook, and Tumblr.

Microblogging may be public or private.

Twitter limits each post (“tweet”) to 140 characters. Conciseness and accuracy are

important.

When microblogging, include only main ideas, choose descriptive but short words,

personalize your message, and be prepared to write several versions.

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III. Making Your Message Clear (p. 183)

Clear messages are immediately understood, simple, and conversational.

Figure 6.3 Conciseness Improves Clarity in Understanding Drug Facts

A. Keep It Short and Simple

Apply the Kiss formula: Keep It Short and Simple!

Instead of this

The purpose of this e-mail is to notify staff members that you will not be able to park in

the parking lot while it is being repaved next week.

Try this

While the parking lot is being repaved next week, please park on Elm Street.

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B. Dumping Trite Business Phrases

Instead of this Try this

every effort will be made we’ll try

in accordance with your wishes as you wish

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C. Dropping Clichés

Instead of this Try this

make a bundle earn more money

fit the bill solves a problem

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D. Avoiding Slang and Buzzwords

To sound professional, avoid slang and buzzwords. Slang is composed of informal

words and arbitrary and extravagantly changed meanings (snarky, lousy).

Buzzwords are technical expressions that have become fashionable are often

meant to impress rather than express (value-added, paradigm shift).

E. Rescuing Buried Verbs

Buried verbs are those that are needlessly converted to word noun expressions.

Instead of this Try this

take action on act

perform an analysis of analyze

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F. Controlling Exuberance

Avoid sounding unprofessional by overusing words such as very, definitely, quite,

completely, really, etc.

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IV. Enhancing Readability Through Document Design (p. 186)

A. Employing White Space

White space is the empty space on a page.

Increase white space with headings, bulleted or numbered lists, and effective

margins.

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B. Understanding Margins and Text Alignment

Business letters and memos usually have side margins of 1 to 1 ½ inches.

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C. Choosing Appropriate Typefaces

Serif typefaces have small features at the ends of strokes.

Sans serif typefaces are widely used for headings and signs.

Figure 6.4 Typefaces with Different Personalities for Different Purposes

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D. Capitalizing on Type Fonts and Sizes

Font styles are a mechanical means of adding emphasis to your words (all caps,

bold, and italic).

E. Numbering and Bulleting Lists for Quick Comprehension

High-visibility numbered or bulleted lists improve readability and skim value.

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F. Adding Headings for Visual Impact

Headings help writers to organize information and enable readers to absorb

important ideas.

Figure 6.5 Document Design Improves Readability

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V. Proofreading to Catch Errors (p. 191)

Definition: Proofreading involves correcting grammar, spelling, punctuation, format,

and mechanics.

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A. What to Watch for in Proofreading

Spelling

Grammar

Punctuation

Names and numbers

Format

Figure 6.6 Why Proofread? In Business, Accuracy Matters

B. How to Proofread Routine Documents

Look for typos and misspellings.

Search for easily confused words, such as to for too and then for than.

Read for missing words.

Study for inconsistencies and ambiguous expressions.

Look for factual errors.

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C. How to Proofread Complex Documents

Set the document aside for at least a day.

Allow adequate time to proofread carefully.

Be prepared to find errors.

Read the message at least twice—once for word meanings and once for grammar

and mechanics. For very long documents (book chapters and long articles or

reports), read a third time to verify consistency in formatting.

Reduce your reading speed and concentrate on individual words rather than ideas.

For documents that must be perfect, enlist a proofreading buddy.

Use standard proofreading marks, shown in Appendix D to indicate changes.

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VI. Evaluating the Effectiveness of Your Message (p. 193)

Definition: Evaluating is the process of analyzing whether your message achieved its purpose.

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VII. Checklist: Editing, Proofreading, and Evaluating

Eliminate flabby expressions.

Avoid opening fillers and long lead-ins.

Shun redundancies.

Tighten your writing.

Write concisely for microblogging.

Keep the message simple.

Avoid trite business phrases.

Don’t use clichés or slang.

Rescue buried verbs.

Control exuberance.

Improve readability through document design.

Proofread for correctness.

Evaluate your final product.