MODULE 10: The Elements of Persuasive Writing
An Introduction to English 113: Technical Communication
Writing in the Real World
Good writing skills are one of the professional’s greatest assets. The term Writing skills doesn’t just refer to the ability to write correct sentences, but to a collection of skills used by writers when composing messages and producing documents.
Many of the most important writing skills aren’t directly related to the act of writing, but are concerned with the work writers do before they set pen to paper. These skills include identifying and analyzing problems, defining objectives, analyzing audiences, gathering, organizing and evaluating data, and anticipating counter arguments. Other skills have a more direct relationship to writing, such as the abilities to express ideas clearly, concisely and effectively, and to construct logical, coherent messages. Professionals who possess all of these skills are more capable of playing an influential role in their organization.
This handout introduces you to the distinguishing characteristics of contemporary business writing, and gives you some tips on how to improve your writing skills.
1. Features of Business Writing
There are several styles of writing, each with its own distinguishing features.
A. Academic writing
Tone: reserved, formal
Style: complex sentences, dense language
Academic writing is judged by its ability to persuade a specialized group of professionals.
B. Creative Writing
Tone: varies, depending on author’s intent and medium
Style: often uses language for its own sake
Creative writing is judged by its ability to affect the reader, and to say something in a different way. Often it is intentionally obscure.
C. Personal Writing
Tone: informal, friendly
Style: varies, often written for limited audience
Personal writing is judged by its effectiveness in communicating a message to its intended reader or readers.
D. Business and Technical Writing
Tone: Semi-conversational to formal
Style: Direct, simple, clear, concise
Business and technical writing is judged by its ability to convey information clearly and concisely, to persuade, and to motivate. The reader is central and determines how the message is conveyed.
Business writing is unique in many ways. It usually addresses a wide audience, and it usually has specific goals. It is generally considered effective if it succeeds in what it sets out to do.
2. Business Writing Today
The criteria for judging business writing are not static. What was considered good business writing fifty years ago would not be judged effective by today’s standards.
A. Simplicity
Today, much emphasis is put on making business documents easy for readers to understand.
Business writers must focus on several elements to make their messages simple: suitable language, neat and consistent format, logical organization, appropriate and positive tone and style.
B. Directness
Business writing has also become more direct.
Business writers make messages direct by clearly stating their ideas and objectives.
C. Clarity
Effective business writing is also clear.
Business writers make messages clear by using words that are precise, explaining their ideas with simple language, and by leaving nothing open to interpretation.
D. Conciseness
Concise business writing is a must.
A concise message contains no unnecessary information. Business writers include only information that readers need to respond appropriately.
Your objective is to convey your message to your audience effectively, persuasively, and concisely.
3. Why Business Writing Changes
Many different factors influence business writing. These factors influence what readers expect to find in a well-written message.
A. Technology
Information on practically any subject can now be gathered in a very short time. People expect their informational needs to be met promptly and efficiently.
Readers expect speedy replies to their queries, and expect your document to be accurate and informative.
B. Contemporary Business Culture
Most organizations attempt to build themselves around the needs of customers.
People expect organizations to give them individualized attention.
Readers expect your documents to give first priority to their needs.
C. Popular Culture
“MTV” culture emphasizes sound bites over communication, images over words.
People’s communication skills have weakened over the past two decades.
Readers expect easy-to-read and easy-to-understand documents.
D. Interdisciplinary Research
Difficult problems often have to be approached from many different angles.
Researchers often have to search across disciplinary boundaries for solutions.
Readers expect jargon-free business writing which can be understood by non-
specialists.
E. Globalization
“Globalization” is a loaded term these days – but is a simple fact that business is international in reach. A single company might have employees and contractees in a dozen different countries – and many of those employees may have a limited grasp of English, or might be familiar with a different dialect of the language.
Readers expect clear, accessible, standard English in your documents.
The needs, expectations, and limitations of the reading public have a great influence on the characteristics of business writing.
4. The You Attitude
The You Attitude is the strategy of making the reader’s needs paramount when designing documents.
Figure 1: How the Reader Influences a Writer’s Decisions
Presentation Purpose Editing Style
Revision Organization
Arguments READER Content
Word Choice Terminology
Information Tone Language Format
A. Address the Reader
An effective way of using the You Attitude is to address the reader directly. Use pronouns like you and your.
B. Analyze the Reader
Before you begin drafting your message, consider the reader’s characteristics. Look at the handout Components of Reader Analysis and use the information you gather about your readers to design an effective message.
C. Watch Your Language
Be especially careful about the words you use in your messages. Try to avoid using negative words and phrases such as bad, mistake, wrong, lie, fail, hopeless, miserable, stupid, you must and you are required. Such negative words and phrases will usually distance your audience.
D. Watch Your Tone
Tone refers to your attitude toward the subject of your message and your attitude toward the reader. Using negative words makes a statement about how you view both your audience and the subject. You adopt a negative tone when you approach problems by complaining and blaming others. You adopt a positive tone when you approach problems by presenting solutions and asking for cooperation.
Employ the You Approach by letting the needs and characteristics of the reader guide you as you compose a message.
5. Reader-Friendly Writing
Contemporary business writing is reader-friendly. Keep the following seven points in mind when editing your work.
A. Simplify, Simplify, Simplify
Your message should be easy to understand. Readers should be able to understand your point after one reading.
B. Use Less; Do More
Omit any unnecessary words, phrases, information, and paragraphs. Even entire pages can sometimes be omitted. If it doesn’t add to or support your message, take it out.
C. Avoid Big Words
Big words won’t impress anyone or make your message effective. In fact, big words will distract the reader. Use words that will best convey your meaning, not ones that sound impressive.
D. Be Precise
Many words and phrases are open to interpretation. For example, the words
good, bad, high, low, sufficient, heavy, big, and small are not very precise.
Be sure that your meaning is clear.
E. Use Sentence Variety
Use a variety of sentence patterns and vary the length of sentences to help the reader move through your message.
F. Avoid Meaningless Words & Phrases
Don’t use a word or phrase unless you know exactly what it means. Also, avoid clichés—worn out phrases that have lost their freshness and meaning.
G. Be Confident
Make your point early in your message. Be clear when defining and substantiating problems and offering solutions.
Effective business writing makes the reader’s job easy. Your messages should be clear, easy to understand, concise and direct.
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