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Assignment Topic:

Read the attached chapter on writing memos and letters. Using the elements outlined in the chapter, create the following:

1. Write a business letter that informs a prospective client or customer of a new product or service that your company (name and product are up to you) is launching this month.
2. Remember to incorporate what you learned from the chapter readings, making sure to have the five areas and fifteen basic parts of any business letter.

Th

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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

INTRODUCTORY

EXERCISES

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.

311

9.1 Text, E-mail, and

Netiquette

LEARNING OBJECTIVES

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. Netiquette1
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, or texting2, 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 two-hander, 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

• Know your recipient; “? % dsct” may be an understandable way to ask a
close associate what the proper discount is to offer a certain customer,

1. Etiquette, or protocols and
norms for communication, on
the Internet.

2. Written communication in the
form of brief messages using a
digital device.

Chapter 9 Business Writing in Action

312

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.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 from
http://www.chron.com/CDA/archives/archive.mpl?id=2009_4791006
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-mail3, 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.Guffey, M. (2008). Essentials of
business communication (7th ed.). Mason, OH: Thomson/Wadsworth. 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.

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-mail3. Electronic mail.

Chapter 9 Business Writing in Action

9.1 Text, E-mail, and Netiquette 313

http://www.chron.com/CDA/archives/archive.mpl?id=2009_4791006

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.

• 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.

Chapter 9 Business Writing in Action

9.1 Text, E-mail, and Netiquette 314

Let’s look at two examples of business e-mail. In Figure 9.1, we have an e-mail form.
In Figure 9.2, we have a letter written specifically for the situation and audience.

Figure 9.1

Chapter 9 Business Writing in Action

9.1 Text, E-mail, and Netiquette 315

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.
• Make yourself look good online.

Chapter 9 Business Writing in Action

9.1 Text, E-mail, and Netiquette 316

• 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.Shea, V. (1994). Netiquette. San

Francisco, CA: Albion Books.

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.

KEY TAKEAWAYS

• 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.

EXERCISES

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.

Chapter 9 Business Writing in Action

9.1 Text, E-mail, and Netiquette 317

9.2 Memorandums and

Letters

LEARNING OBJECTIVES

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 memo4 (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 the grapevine5, 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. The company president noted that if everyone
supported the company with purchases, it would benefit all.Lewis, L. (2009,

4. An abbreviation for
memorandum; normally used
for communicating policies,
procedures, or related official
business within an
organization.

5. The unofficial, informal
communication network
within an organization, often
characterized by rumor, gossip,
and innuendo.

Chapter 9 Business Writing in Action

318

February 13). Panasonic orders staff to buy £1,000 in products. Retrieved from
http://business.timesonline.co.uk/tol/business/markets/japan/article5723942.ece

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.

Chapter 9 Business Writing in Action

9.2 Memorandums and Letters 319

http://business.timesonline.co.uk/tol/business/markets/japan/article5723942.ece

Figure 9.3

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.

Chapter 9 Business Writing in Action

9.2 Memorandums and Letters 320

Figure 9.4

The words you choose represent
you in your absence. Make sure
they clearly communicate your
message.

© 2010 Jupiterimages
Corporation

Subject Emphasis

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

Letters6 are brief messages sent to recipients that are
often outside the organization.Bovee, C., & Thill, J.
(2010). Business communication essentials: a skills-based
approach to vital business English (4th ed.). Upper Saddle
River, NJ: Prentice Hall. 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.

6. Brief message sent to
recipient(s) that are often
outside the organization.

Chapter 9 Business Writing in Action

9.2 Memorandums and Letters 321

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 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 in Table 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 thetop 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 Guidelines

6. Salutation

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.

Chapter 9 Business Writing in Action

9.2 Memorandums and Letters 322

Content Guidelines

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
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.

Chapter 9 Business Writing in Action

9.2 Memorandums and Letters 323

Content Guidelines

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,

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”.

Chapter 9 Business Writing in Action

9.2 Memorandums and Letters 324

Figure 9.5 Sample Business Letter

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.

KEY TAKEAWAYS

• 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.

Chapter 9 Business Writing in Action

9.2 Memorandums and Letters 325

EXERCISES

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.

Chapter 9 Business Writing in Action

9.2 Memorandums and Letters 326

9.3 Business Proposal

LEARNING OBJECTIVES

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 proposals7 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 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

7. Document designed to make a
persuasive appeal to the
audience to achieve a defined
outcome, often proposing a
solution to a problem.

Chapter 9 Business Writing in Action

327

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 forproposal 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.

Timeline A clear presentation, often with visual aids, of the process, from start tofinish, 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.

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9.3 Business Proposal 328

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 togetherwith 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 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

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9.3 Business Proposal 329

(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.Riley, P. G. (2002). The one-page proposal: How to get your business pitch
onto one persuasive page (p. 2). New York, NY: HarperCollins. 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.

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

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temptation to “shoot at every target and hope you hit at least one.”Baugh, L. S., &
Hamper, R. J. (1995). Handbook for writing proposals (p. 3). New York, NY: McGraw-
Hill. 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

KEY TAKEAWAY

Business proposals need to target a specific audience.

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http://www.writinghelptools.com/proposal-sample.html

EXERCISES

1. Click on this link to see a sample request for proposal from the
American Institute of Public Accounts.

http://www.aicpa.org/audcommctr/toolkitsnpo/
SampleRFP_for_CPA_Services.htm

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.

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http://www.aicpa.org/audcommctr/toolkitsnpo/SampleRFP_for_CPA_Services.htm

http://www.aicpa.org/audcommctr/toolkitsnpo/SampleRFP_for_CPA_Services.htm

http://www.myownbusiness.org/s2/#3

Figure 9.6

Choose a type of report by its
function, and display the
information in a vivid way that is
easily understood.

© 2010 Jupiterimages
Corporation

9.4 Report

LEARNING OBJECTIVES

1. Discuss the main parts of a report.
2. Understand the different types of reports.
3. Write a basic report.

What Is a Report?

Reports8 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)

8. Document designed to record
and convey information to the
reader.

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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.”Bovee, C., & Thill, J. (2010). Business communication
essentials: A skills-based approach to vital business English (4th ed.). Upper Saddle River,
NJ: Prentice Hall.

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.

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9.4 Report 334

Table 9.3 Types of Reports and Their Functions

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 orexample

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

12. Compliance
Report

Document and indicate the extent to which a product or service is
within established compliance parameters or standards

13. Cost-Benefit
Analysis Report Communicate costs and benefits of products or services.

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

16. Examination
Report

Report or record data obtained from an examination of an item or
conditions, including accidents and natural disasters

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9.4 Report 335

Type Function

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 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

1. Cover Title and image

Like the
cover of a
book,
sometimes
a picture,
image, or

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9.4 Report 336

Page Element Function Example

logo is
featured
to
introduce
the topic
to the
reader.

2. Title Fly Title only
This page
is
optional.

Feasibility Study of Oil Recovery
from the X Tarpit Sands Location

3. Title Page

Label, report, features title,
author, affiliation, date, and
sometimes for whom the report
was prepared

Feasibility Study of Oil Recovery
from the X Tarpit Sands Location
Peak Oilman, X Energy
Corporation Prepared for X

4. Table of
Contents

A list of the main parts of the
report and their respective page
numbers

• Abstract……1
• Introduction……2
• Background……3

5. Abstract

• Informational
abstract: highlight
topic, methods,
data, and results

• Descriptive
abstract: (All of
the above without
statements of
conclusion or
recommendations)

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.

6.
Introduction Introduces the topic of the report

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.

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9.4 Report 337

Page Element Function Example

7. Body

Key elements of body include:

• Background
• Methodology
• Results
• Analysis and

Recommendations

• Background:
History of oil
extraction and
separation from
tarpit sands.

• Methodology:
Specific analysis of
the site based on
accepted research
methods.

• Results: Data from
the feasibility
study.

• Analysis and
Recommendations:
Analysis of the
data and
recommendations
based on that
analysis.

Page Element Function Example

8.
Conclusion

Concise
presentation
of findings

This portion clearly indicates the
main results and their relation to
recommended action or outcome.

9.
References

Bibliography
or Works
Cited

This part contains a list of citations.

10.
Appendix

Related
supporting
materials

This may include maps, analysis of
soil samples, and field reports.

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

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9.4 Report 338

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

KEY TAKEAWAY

Informational and analytical reports require organization and a clear
purpose.

EXERCISES

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.

2. Write a report on a trend in business that you’ve observed, and highlight
at least the main finding. For example, from the rising cost of textbooks
to the Unnamed Publisher approach to course content, textbooks are a
significant issue for students. Draw from your experience as you bring
together sources of information to illustrate a trend. Share and compare
with classmates.

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9.4 Report 339

http://2012books.lardbucket.org/attribution.html?utm_source=inline

9.5 Résumé

LEARNING OBJECTIVES

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 résumé9 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.Bennett, S. A. (2005). The elements of
résumé style: Essential rules and eye-opening advice for writing résumés and cover letters
that work. AMACOM. This document represents you in your absence, and you want it

9. Document that summarizes
your education, skills, talents,
employment history, and
experiences in a clear and
concise format for potential
employers.

Chapter 9 Business Writing in Action

340

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
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.Simons, W., & Curtis, R. (2004). The Résumé.com guide to writing unbeatable
résumés. New York, NY: McGraw-Hill.

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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9.5 Résumé 341

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 choose to use active, descriptive sentences or bullet lists, but be

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9.5 Résumé 342

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 your skills and
experience first, then
employment history
and education.

Highlights the skills
you have that are
relevant to the job
and provides a
reverse
chronological work
history

Some employers prefer a
reverse chronological
order.

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9.5 Résumé 343

Type Function Advantage Disadvantage

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

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.

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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-by-twelve-inch envelope, stiffened with a sheet of
cardstock (heavy paper or cardboard) to help prevent damage to the document.

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Figure 9.11 Sample Format for Chronological Résumé

Chapter 9 Business Writing in Action

9.5 Résumé 346

Figure 9.12 Sample Format for Functional Résumé

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9.5 Résumé 347

Figure 9.13 Sample Format for Scannable Résumé

KEY TAKEAWAY

A résumé will represent your skills, education, and experience in your
absence. Businesses increasingly scan résumés into searchable databases.

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9.5 Résumé 348

EXERCISES

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.

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9.6 Sales Message

LEARNING OBJECTIVES

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 message10 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 ethos11, or credibility; pathos12, or passion and
enthusiasm; and logos13, 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.

10. The central persuasive message
that intrigues, informs,
persuades, calls to action, and
closes the sale.

11. Credibility.

12. Passion and enthusiasm.

13. Logic and reason.

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Table 9.6 Five Main Parts of a Persuasive Message

Attention
Statement Use humor, novelty, surprise, or the unusual to get attention.

Introduction Build interest by appealing to common needs and wants, and include apurpose 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.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-To-Communicate-Your-Sales-Message-So-Buyers-
Take-Action-Now!&id=89569 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 benefit14 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.Winston, W., & Granat, J.
(1997). Persuasive advertising for entrepreneurs and small business owners: How to create
more effective sales messages. New York, NY: Routledge.

14. What the buyer gains with the
purchase.

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9.6 Sales Message 351

http://ezinearticles.com/?How-To-Communicate-Your-Sales-Message-So-Buyers-Take-Action-Now!&id=89569

http://ezinearticles.com/?How-To-Communicate-Your-Sales-Message-So-Buyers-Take-Action-Now!&id=89569

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:

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.

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9.6 Sales Message 352

Figure 9.14 Sample E-mail Sales Message

KEY TAKEAWAY

A sales message combines emotion and reason, and reinforces credibility, to
create interest in a product or service that leads to a sale.

EXERCISES

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.

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9.6 Sales Message 353

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/resource/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

Your online profile counts as much as your résumé. http://www.npr.org/
templates/story/story.php?storyId=105483848&sc=nl&cc=es-20090628

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354

http://www.netlingo.com/acronyms.php

http://www.netlingo.com/acronyms.php

http://owl.english.purdue.edu/owl/resource/636/01

http://www.albion.com/netiquette/book/index.html

http://www.albion.com/netiquette/book/index.html

http://gadgetwise.blogs.nytimes.com

http://owl.english.purdue.edu/owl/resource/590/01

http://owl.english.purdue.edu/owl/resource/590/04

http://www.4hb.com/letters

http://www.negotiations.com/articles/procurement-terms

http://www.negotiations.com/articles/procurement-terms

http://www.4hb.com/0350tipwritebizproposal.html

http://www.4hb.com/0350tipwritebizproposal.html

http://www.techsoup.org/toolkits/rfp/RFP_client_mgmt2

http://www.techsoup.org/toolkits/rfp/RFP_client_mgmt2

http://www.npr.org/templates/story/story.php?storyId=105483848&sc=nl&cc=es-20090628

http://www.npr.org/templates/story/story.php?storyId=105483848&sc=nl&cc=es-20090628

Read a Forbes article on “Ten Ways to Torpedo Your Sales Pitch.”
http://www.forbes.com/2007/08/01/microsoft-ebay-symantec-ent-sales-
cx_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

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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9.7 Additional Resources 355

http://www.forbes.com/2007/08/01/microsoft-ebay-symantec-ent-sales-cx_mf_0801byb07_torpedo.html

http://www.forbes.com/2007/08/01/microsoft-ebay-symantec-ent-sales-cx_mf_0801byb07_torpedo.html

http://www.powerwriting.com/port.html

http://www.essortment.com/all/tiphowtowrite_rjbk.htm

http://www.ojp.usdoj.gov/nij/topics/courts/restorative-justice/marketing-media/psa.htm

http://www.ojp.usdoj.gov/nij/topics/courts/restorative-justice/marketing-media/psa.htm

http://www.adcouncil.org/default.aspx?id=15

http://www.adcouncil.org/default.aspx?id=15

• Licensing

Chapter 9 Business Writing in Action
9.1 Text, E-mail, and Netiquette
9.2 Memorandums and Letters
9.3 Business Proposal
9.4 Report
9.5 Résumé
9.6 Sales Message
9.7 Additional Resources