Writing at work
- 1. Writing @ Work MST Marketing Team Coaching 27 Nov 08
- 2. What are we going to talk today? Importance of writing @ work Considerations in writing @ work Purposes Target audience Structure Content development Styling Email etiquette Exercise
- 3. Why is writing so important to our job? Writing – an important part (if not the most important part) of communication. We leave our marks more on pieces of writing, than speeches. The New York Times front page rule!
- 4. What are considerations before we write? What are we writing for? Whom are we writing to? How do we structure our writing? How do we address the most important issues? Context Arguments Evidence How do we write technically (styling)? Remember : Write to express not to impress!
- 5. What are we writing for? Reports/reviews Proposals/plans Briefs Updates Correspondences: memos, emails, letters, etc.
- 6. Whom are we writing to? Primary target Needs/expectations meaningfulness Interests relevancy Seniority styling Familiarity explanation/elaboration Wideness information sensitivity, styling Hidden target Remember the New York Times front page rule!
- 7. How do we structure our writing? Opening Purpose(s) Background Summary of main points (executive summary for a lengthy piece of writing) Expected actions from readers Body: Maximum 3 main points arranged by: Chronological order (time) Spatial order (space or geographic area) Topical order (main topics) Crescendo order (from least to most important) General to specific order Specific to general order Comparison (when considering two key points) Closing Conclusions Recommendations/indicated actions
- 8. How do we address the most important issues? Context Sufficient (but concise) background information to help our readers understand the issues? Arguments Knowledge: Nobody knows your business better than you do! We value knowledge leadership ! Logical thinking: Analyses Common sense/gut feeling (intuition) Strategic thinking: what are beyond our small pond? Clarity Evidence Numbers: try to memorize some basic indicators of your brand’s business! Research outcomes: Raise questions/issues before agency presentations Summarize research reports: what does matter to our business! Consumer/market insights
- 9. How do we develop the content? Use the WONDER tips W hy? O rganize N umbers D ates E motions R esults Or ask the W questions
- 10. How do we writing technically (styling)? (1) Paragraphs Generalization and support: topic sentence vs. headings Example topic sentences The new brochures are full of major printing errors. Three causes contributed to the problem at Plant X. Example headings Printing Errors in Brochure. Causes of Plant X problems. Transitions Refer to “Brief guide to business writing”
- 11. How do we writing technically (styling)? (2) Sentences Grammar Punctuation Active/passive word use Completeness Write I met them in Chicago on their way home from a European vacation. Instead of I met them in Chicago. Coming home from a vacation in Europe . Wordiness The question as to whether There is no doubt but that He is a man who In a hasty manner This is a subject that The reason why is that In spite of the fact that The fact that he had not succeeded Whether (The question whether) No doubt (Doubtless) He Hastily This subject Because Though (Although) His failure Flowery Concise
- 12. How do we writing technically (styling)? (3) Other considerations Document format Word choice Refer to “Brief guide to business writing” Flow/logic Spelling Parallel structure Refer to examples in “Parallel structure in professional writing” Tone Confidence Courtesy & sincerity Appropriate emphasis & subordination Nondiscriminatory language Appropriate level of difficulty Conveyance of a negative message in a positive way Refer to examples in “Tone in business writing” & “Business letters: accentuate the positives”
- 13. Email etiquette Format Target audience Attachments Length Alignment between subject and content Avoidance of flaming Avoidance of emailing Refer to “Email etiquette”
- 14. Exercise An RSM asks you to provide more trade support to push sales for your brand. You do not think it is an appropriate request. Write a short memo (maximum 150 words), providing maximum 3 arguments to reject the request. Work in pair and complete the writing in 20 minutes here! The pair who write the best will receive a personal treat from me!
- 15. Thank you and good luck!