Business Writing Skill.doc

8/2/2019 Business Writing Skill.doc

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BusinessWriting Skills

By,By,By,By,Mainstream Training Centre Mainstream Training Centre Mainstream Training Centre Mainstream Training Centre 606, D. S. Trade Centre, Station Road,606, D. S. Trade Centre, Station Road,606, D. S. Trade Centre, Station Road,606, D. S. Trade Centre, Station Road,Vidyavihar (W), Mumbai Vidyavihar (W), Mumbai Vidyavihar (W), Mumbai Vidyavihar (W), Mumbai 400 086.400 086.400 086.400 086.Tel: 5598 3272 / 2515 2120 Tel: 5598 3272 / 2515 2120 Tel: 5598 3272 / 2515 2120 Tel: 5598 3272 / 2515 2120 Email: [email protected] Email: [email protected] Email: [email protected] Email: [email protected]


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Mainstream Training Centre 1

Effective Business Writing SkillsMany competent, articulate business people experience a moment of panic whenthey are asked to write a report, memo, proposal or letter. Faced with putting theirthoughts in writing, they become confused about what to say, how to say it, andhow to manage the mechanics of grammar, spelling and format.

Writing is manageable once you break it down into a series of small steps. Goodwriting is the result of good planning and clear thinking. The steps outlined belowwill help you identify your purpose in writing and type of business communication,clarify your thinking about what you want to say, and show you how to go about

the actual process of getting your message to the reader.

Steps to Successful Writing:I. Preparation:

- Be clear about your purpose.- Analyze your reader.- Determine the scope of your coverage.

II. Research:Compile a complete set of notes and create a working outline from the notes.

III. Organization:For the reader to comprehend the material, it has to be organized. Therefore,determine the best sequence in which your ideas could be presented.

IV. Writing the Draft:Once you have established your purpose, readers needs and scope, and havecompleted your research and outline, you will be ready to write your firstdraft. Write the rough draft quickly, without worrying about grammar orrefinement of language. Refinement will come with Revision.

V. Revision:Revision, the final step, requires a different frame of mind than does writingthe draft. Read and evaluate the draft from the readers point of view.


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Ten Principles of Clear Writing1. Keep Sentences Short

For easy reading, sentences should vary in structure and length but, on the average,should be short.

2. Prefer the Simple to the ComplexMany complex terms are unnecessary. When there is a simpler way of saying athing, use it. Avoid complex sentences.

3. Develop Your VocabularyDont let preference for short words limit your vocabulary. Intelligence and

vocabulary size are closely linked; you need long words to think with. 4. Avoid Unneeded Words

Nothing weakens writing so much as extra words. Be critical of your own writingand make every word carry its weight.

5. Put Action Into Your VerbsThe heaviness of much business writing results from overworking the passive verbs.Prose can usually be kept impersonal and remain in the active tenses.

6. Use Terms Your Reader Can PictureAbstract terms make writing dull and foggy. Choose short, concrete words that thereader can visualize.

7. Tie In With Your Readers ExperienceThe reader will not get your new idea unless you link it with some old idea healready has.

8. Write the Way You TalkA conversational tone is one of the best avenues to good writing. Avoid stuffybusiness jargon. In letters, use we and you freely.

9. Make Full Use of VarietyUse as many different arrangements of words and sentences as you can think up, butbe sure your meaning is clear.

10.Write To Express, Not To ImpressPresent your ideas simply and directly. The writer who makes the best impression isthe one who can express complex ideas simply. Big men use little words; little menuse big words.


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Tips for Effective Writing Maintain consistency in:

- Tense- Usage of capitals (e.g. if capitals are used in Sales Department. Use capitals

for these words throughout the text.)

Know what you want and say it in the first paragraph.

Put statements in the positive form.

Correct use of Possessive Case (Apostrophe S / S)a) Most nouns are made possessive by adding S.

e.g. The clients file, the oceans beauty.

b) If a noun already ends in S and is in plural, simply add an apostrophe after thelast letter Se.g. clients copy, auditors visit, boys school, girls college

But one colleges Principal.

c) A singular noun ending in S may be made possessive either way.e.g. The actresss role / The actress role.

The tigresss prey / The tigress prey.

d) Where joint possession is being shown, the S usually is added only to the lastmember of the series.e.g. Ashok and Aruns boss is going to Delhi tonight (joint possession) that isAshok and Arun have a common boss. But Ashoks and Aruns bosses areinvited for the gathering.

e) The words its, hers, his, yours, ours, theirs, do not take a possessive sign / no

apostrophe sign. Unlike the childs toys or clients file.

In a sentence, too many ideas or words should not be packed. Ensure that yoursentence should not have more than twenty words.

Title should be in the centre, and not exceed seven words.

Use verbs to move sentences. Watch out for words ending in tion, ment orence. e.g. use announce instead of announcement.


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Use active voice. Passive voice makes the sentence more complicated.

Active voice, like active verbs, adds interest and liveliness to your writing. Itdescribes who or what carried out an action.e.g. I sent the letter.

Congress passed the Bill.

The passive voice is more static and describes who or what received the action.e.g. The letter was sent by me.

The bill was passed by the congress.

Avoid unnecessary words.

Tips to Write for On-line Readers:Keep the visual appearance of tour writing simple not crowded screens

Prefer bulleted or numbered lists to paragraphs

Make full use of headings and subheadings and leave enough space

Keep paragraphs short (five lines or so)Put the main point of every paragraph in the first line

Use fewer words cut out the deadwood

Highlight key words in the text

Additional information on Email:

1) Privacy:Email is almost never totally private. Once you hit Send, yourdocument exists forever, somewhere in the cyberspace, and anyone withenough power and computer resources can find it and read it. Email can alsobe printed out and saved or circulated with one keystroke, and it can beforwarded an infinite number of times the same way.

2. Unwanted Email/ Spam:Many people like to send jokes, chain letters,prayers, and so on to others on the Web. Etiquette requires senders to ask their would be recipients first whether they mind receiving jokes (or


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inspirational stories, or sure fire investment schemes, or whatever) from timeto time.

Sexually offensive, physically or sexually threatening mail (calledharassing mail) is a much more serious issue. What do you do if youreceive such mail? Simply deleting it may well end the matter. If the mail isrepeated, save the mail.

Its easy to delete something without even reading it if you recognize theharassing or threatening senders address. If the mail or its offensivenessseems great, you need to save the email for record and take it to theappropriate authorities

3. Professional Correspondence: The subject heading:if the subject line is too vague (for example, itsays something new or Hello), your letter might get put at thebottom of the cue. If the subject line is specific (it says contract onits way or new writing project), your reader will pay attention.

The salutation: Dear Balasubramanium, Dear Professor Amle,or Hello Vaishali, depending on your level of familiarity. If youdo not know the name of the recipient, use the individuals titleinstead: Dear Personnel Manager.

The body of the email:Email correspondence usually is moreconcise that print correspondence. If the letter is good news or aroutine request, you want the first paragraph to get right to the point:give the good news, make the request. Then the second paragraphcan elaborate on that good news or that request, and the thirdparagraph can explain what you hope will happen next (how theshipment is to be delivered, what you hope next in the employmentprocess, and so on).If you can do the letter in one screen, thats a real plus.

The signature block:In addition to adding your name at the end,include your phone and fax numbers and other contact information.


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Letter WritingBusiness letter-writing styles have changed over time. Lengthy letters were commonand generally acceptable in the past. Todays writers and readers, being busy, do nothave time for rambling digressions and prefer letters that are concise and clear.

An effective business letter would comprise parts as follows:

1. Name and Address: This is the receivers name and address. The receivershould be addressed by his full name and designation, followed by his companyname and address. The address lines should have punctuation (comma) at the end

of every line and a full stop at the end of the address. While writing a letter to alady, use the title Ms. and not Miss or Mrs., unless she has specifically asked youto write otherwise.

2. Reference Number: The reference number helps in filing and tracing letters.Reference number should simply state the initials of the company or departmentand a serial no.

3. Date: Date can be written in various forms like 3/8/2004, August 3, 2004 and 3 rdAugust 2004. Though all these forms are correct, for clarity 3 rd August 2004

would be ideal. Always write the month in full, i.e. August and not Aug. Writingshort forms for the month shows hurry on the part of the writer and creates a poorimage.

4. Salutation: Always address your letter to a named person. Use the form Dear Sir/Madam only if you cannot find out the recipients name. If you know theperson well, and are on first-name basis, use his or her first name (Dear Ajay ).When addressing more than one man in the same letter use Mr. with eachindividuals last name e.g. Dear Mr. Shah , Mr. Bhat and Mr. Desai .

5. Subject: Subject line should state the purpose of the letter. It should be in thecentre of the page and should be highlighted by making it bold and underlined.The subject line should not exceed seven words and should fit in one line. If youare replying to a letter, include the reference number of the letter being replied to.

6. Body Copy: This is the heart of your letter. This is where you give allinformation and facts to be conveyed to your receiver. The body copy of a lettershould be divided into three parts: Why are you writing the letter? Purpose The facts being presented. Present them in a logical order. Facts


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What do you want the receiver to do? Action desiredIn certain cases the fourth part is: What you intend to do if you do not get a reply?

7. Signing off : This has three parts Thank you Yours sincerely / faithfully Your signature, name and designation.

The first element of signing off is to thank the person. This should be simplywritten as Thank you and not Thanking you . This has to be followed with a fullstop.

The second element is to conclude. The thumb rule is that, if you address theperson by full name, you can conclude with Yours sincerely . While using theform Dear Sir / Madam, conclude with Yours faithfully and if you are addressingthe person by his first name, you can conclude with Regards . But in todays time,you can conclude your letters with Yours sincerely in any of these situations. Acomma follows the conclusion.

The third element is your signature and name. Your signature should befollowed with a name and designation. There is no need to put brackets for thename and designation. Mr. or Mrs. or any other title should not precede thename. However, a woman may put a title (Ms.) in brackets after her name.

8. Enclosures: When you attach any documents with your letter, specify by writingthe word Enclosures after signing your name. List the number of enclosures.

9. Post Script: It was originally used to add an idea that the writer forgot to includein the body of the letter. Nowadays, postscripts are avoided as it shows that thewriter has forgotten to add this point and did not plan his letter well.


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Business Letter Writing A ModelGiven below is a letter of complaint about delay in fulfillment of an order placedlast month.

25 th July 2004

Dear Sir,

Re: Our order no MR 687

Last month we ordered 110 boxes of your article no.251. You promised deliveryon 30 th June 2004. So far we have not received this shipment and have not evenheard from you.

May be you had some genuine problem in filling our order or perhaps theconsignment has been held up somewhere in transit.

Will you kindly inform us soon on receiving this letter when we should expect theshipment to reach here?

Regards

Yours faithfully,

Pradeep Sawant


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Memos

Purpose:Memos are used for issuing instructions to staff, asking for opinions on policychanges, inviting suggestions, giving information, or making requests.

Difference Between A Letter and A Memo:1) Typically, you write memos to people within your place of work, and you write

letters to people outside your place of work.2) One major difference between memos and letters is the title line found in

memos. Because readers often decide whether to read the memo solely on thebasis of this title line, the line is important.3) It is important to note that a memo does not have a salutation and

complimentary close. But the subject is clearly written and underlined.4) Another difference between letters and memos is that you sometimes write

memos that serve as short reports. In such cases, the format for the memochanges somewhat. For instance, in a memo serving as a progress report for aproject, you might include subheadings and sub-subheadings.* Note that people who are mentioned in a memo or are directly affected by the

memo should receive a copy.

Memo Format:Each memo has five headings at the top of the first page.

1) Company name, usually contained in the letterhead.2) The word To followed by a colonwhich will indicate the memo receivers

name. Use the readers full name with any professional title such as Dr. butwithout the complimentary titles of Mr., Ms., Mrs., Miss. If you are sending thememo to several people list them after the word To. However, if the list is

long put only the primary recipients name and list the other names at the end of the memo.

3) The word From followed by a colonindicating the sender. Your name andprofessional title go after this heading.

4) The word Date and a colon. All memos must be dated for record.

5) The word Subject followed by a colonintroducing the topic of the memo.State the subject in a few words but make sure it communicates that point of the


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memo. For example, a subject heading Employee Benefits Programme is notas specific as Changes in Employee Medical Benefits.

The order of the headings may vary from company to company.

Examples of a Memo Headings:Example 1:

Company LetterheadTo: All Division HeadsFrom: R. Saxena, Vice President SalesDate: 18 th August 2004Subject: Employees Diwali Bonus

Example 2:Company Letterhead

To: Rohinton Patel Date: 18 th August 2004Yashodha Bhatt Reference: Ace Products,Kamlesh Gupta OH 456

From: Ravinder KaurSubject: Delivery of Furniture to Ace Products

Examples of Occasions when Memos are to be issued: Memo requesting departmental reports. Memo asking for feedback on the use of laptop computers. Memo regarding safety precautions to be taken. Memo to an employee asking for explanation for going on leave without prior

permission. Memo drawing attention to employees for some undesirable conduct.


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Memo Writing A ModelMr. Rajendra Shah is requesting current half-yearly departmental reports from allHeads of Departments, before the last day of the month. These reports need to becollated and incorporated in the general report for the Board of Directors meet on 1 st

September 2004. This memo is to be issued to Mr. Kirit Sanghvi, Finance; Mr. G. S.Dev, Sales; Mr. R. K. Gosal, Operations and Mr. K. Ahmed, Production.

BHARAT OIL PRODUCTS LTD.Head Office: Mumbai

MEMO

No: BLP/305Date: 18 th August 2004From: Rajendra ShahTo: All Heads of Departments

SUBJECT: DEPARTMENTAL REPORTSWould you please make sure that your current half-yearly report is handed on tomy secretary before the last day of the month so that figures can be collated andincorporated into the general report for the meeting of the Board of Directors on 1 st

September 2004.

Thank you.

C.C. Mr. Kirit Sanghvi, FinanceMr. G. S. Dev, SalesMr. R. K. Gosal, OperationsMr. K. Ahmed, Production


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Business Report WritingReport writing is a crucial form of communication in business. A business report isan important type of business communication. It is often prepared in support of anoral communication. Good report writing makes good business sense.

Roadmap for Business Reports:I. FoundationII. PlanningIII. WritingIV. Fine Tuning

I. Foundation:(A) Need for Business Reports:why do we need a report? Is it for annual sales

or giving information before sending a proposal?

(B) Types of Business Reports: Stand alone reports is published, not supplemented with an oral

presentation Supporting reports accompanies an oral presentation, briefing or lecture Meeting reports states major highlights at annual or board meetings Project reports submitted during the course of a project Progress reports e.g. performance appraisal report Research reports surveys and researches Trip reports summaries of business trips Incident reports happening at a site e.g. blowing up of a blast furnished

(C) Six Cs of a good business reports: Clear Use simple language, No jargon, Highlight the important points Concise Be precise, Do Express Not Impress, Avoid clutter, Make

optimum use of space Credible Maintain ethical standards Consistent Always remember the purpose of the report, Be organized and

Be audience centred Comfortable Break the report into small paragraphs, Use simple words,

Make short sentences, Use visual aids e.g. graphs, pictures, Use correctgrammar

Complete Be self explanatory and complete


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II. Planning:Good planning results in a comprehensive and content oriented report.

Steps to report planning: Determine the scope of the report identify the objectives, study the audience

and their needs Conduct research

through primary sources e.g. interviews, surveys, reporters ownknowledge, observations and witnessesthrough secondary sources e.g. reports, books, journals and previous data

Filter unnecessary information is the information accurate, source credible,

material outdated? Develop an outline list most important details of the report. Outline should

provide enough information to guide the writer Determine:

The budget personnel, costs, materialsThe calendar time for planning, writing and reviewing the report

III. Writing:(A) Language of the report:

Choice of words must be simple, no use of jargon Sentence construction should contain subject, object and verb Tense write the report in past tense Spelling use the spell check Abbreviations use etc., e.g. and other abbreviations Punctuation carefully use commas, colons, and semi-colons

(B) Organizing the report: Preliminary material Title, Table of contents and Summary of chapters Body has four components:

Introduction states purpose, sources and methods of data collectionCore content arrange the main points clearly. Use illustrations asthey make the report lively, break monotony of the text and enable thereader to obtain main the pointsConclusion contains the results or observations derived from theresearch, incident or study


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Recommendations considers what should be the outcome of thereport or how do we achieve the desired outcome, how to persuade

people to agree to our plan of action Supplementary material

Bibliography Should list all the sources used in writing yourreport, in alphabetical order, should include name of individualsinterviewed for the report, except those who wish to remainunidentifiedAppendices include charts, questionnaires, short documents, graphs,photographs or any other data that can clarify the content

(C) Formatting the report: Use heading and subtitles headings must be grammatically parallel Use correct font larger for heading and 2 points for smaller for sub-

headings Proper alignment Wide margins with lot of white space for easy readability Line spacing Numbering pages and illustrations

(V) Fine Tuning:Edit the text by: Proof Reading correct grammar, punctuation and word choice General Editing correct paragraphs, remove repetitions, unnecessary

information, and create a consistent style Heavy Editing comprehensive review to improve overall organization,

content and writing

Synopsis / Summary / Executive Summary:The summary gives the reader a quick, concise overview of the report. It is usuallyhalf to one page long and does not include data or figures.A good summary: Provides enough information to specify the aims and results of your project, Is brief without omitting essential information, Is written in a fluid, easy style, Is consistent in tone and emphasis with the body of the report, and Makes use of accepted abbreviations to save space but does not include any

tables or illustrations.


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Report Writing A Model

FANCY DESIGN AND DCOR LTD.Crafts Bazar, New Delhi 110067

REPORT ON HAMBURG FURNITURE FAIR, OCTOBER 2003

TO: Mr. Atul Ahuja, Managing DirectorFROM: Anil Kumar, European Marketing Manager

TERMS OF REFERENCE

To set up a stand at the Hamburg Furniture Fair and to establish contacts andpromote sales.

ACTION TAKEN1. Ascertained that our usual stand and position were reserved.2. Selected items of furniture for display with Export Manager and arranged

shipment with Export Department.3. Discussed preparation of sales brochures in appropriate languages with

Advertising and Promotions Department.4. Discussed budget for entertainment and expenses with Financial Director.5. Confirmed air and hotel reservations for R. P. Gupta and myself.6. Arranged with continental carriers for the collection and return transportation of

display goods.7. Gupta arrived in Hamburg on 6 th of October 2003 and checked into Park Hotel.8. Arrived in Hamburg myself on 14 th of October 1998.

FINDINGS1. On arrival at the exhibition hall on the morning of the 7 th, Gupta discovered that

through some misunderstanding we had not been allocated our usual

advantageous position. After discussions with Herr Walter Spitzbardt, the Fairorganizer, we were given our usual stand.2. Gupta organized a local contractor to set up our stand. We cleared the display

goods from customs and had them delivered to the exhibition hall. Photographsof the stand are in envelope 1.

3. Gupta and I attended the British Consular pre-opening cocktail party for Britishexhibitors on the 16 th.

4. The opening ceremony was performed by the German Trade Minister on the 20 th.The number of exhibitors had increased the exhibition hall had been enlarged


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since the previous year to include several of the East European countries whowere exhibiting for the first time in Hamburg, but though their craftsmanship was

good, their designs were generally very heavy. The brochures are in envelope 2.5. The Scandinavians were very prominent as usual, but in my opinion and fromdiscussions with buyers and other exhibitors, the general feeling seemed to bethat their designs this year were too avant garde for the general domestic market.The brochures are in envelope 3.

6. The Germans maintained their high standards for the domestic market with somevery interesting designs and new furnishing textiles. Their prices were verycompetitive, too. The brochures are in envelope 4.

7. The Italians had some brilliant stands. Marcello Baccinis was perhaps one of themost colourful at the exhibition, with a great deal of marble and alabaster work which aroused great interest among American and British buyers. The new Italianhand-blocked fabrics featured some striking and unusual colour combinations,not particularly suitable in design or prices for the domestic market, butobviously aimed at the international market. The brochures and samples are inenvelope 5.

8. The brochures and literature of the other Indian exhibitors are in envelope 6. Thecompetition this year was considerable. There were some excellent designs in thehigher price ranges in unusual woods, mainly for the commercial market byJaykay Furnishings. Siyaram Textiles had some spectacular oriental-inspired

furnishing fabrics which attracted a great deal of attention from European andAmerican buyers. The Chinese influence was very much in evidence this year inbamboo and cane furniture and in the fabric designs and colours. Prices weresurprisingly high, even with the Hong Kong manufacturers, who normallymanage to maintain a very competitive price level at the lower end of the market.

9. You will note from the details of sales enquires (on the attached Sales Sheets)and contracts to be followed up, that these were up by 26% from last year andmany of them are from marketing areas in which we have had little success in thepast. The large order from Van der Holt of Berlin who have not bought from usbefore, is particularly encouraging. Mr. Van der Holt who is the owner of twenty-seven retail outlets in Belgium and Holland, had long discussions with us. I haveinvited him and his Chief Buyer, Mr. Brezinski to visit the factory on a trip toDelhi they intend making in December, with the hope of developing thisconnection more fully. There is a great potential market here and they both seemkeen on Indian style, design and workmanship.

10.Expenditure for the period is detailed (see attached financial break-down).Although the allocation was adequate, in view of the amounts being very lavishlyspent on entertainment by other exhibitors we shall have to consider an increase


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for next year. I would particularly draw your attention to the increase for labourand materials for the setting up of the stand, in comparison with last year.

11.We dismantled the stand on the 27th

and handed everything over to ContinentalCarriers.12.Gupta and I attended the closing party given by the Hamburg Chamber of

Commerce for all exhibitors on the 27 th.13.We both returned to Delhi on the 28 th.

CONCLUSIONSThis was a most encouraging Fair, especially considering the European financialclimate at present and the world-wide economic recession. It justified our continuedpresence and reinforced our high reputation in the European market. It also broughtus new contacts in the Dutch, South American and Australian markets which couldbe most rewarding, as well as openings in Poland and Czechoslovakia.

RECOMMENDATIONS1. In my opinion, attendance at such Fairs as this one is a real boost to sales, but we

shall have to increase our attending staff. With the continued attendance of exhibitors and buyers from the Commonwealth countries we need a salesmanwho is able to converse in the Slavonic languages and we should also considerhaving translations into one of these languages in our brochures and salesliterature.

2. A substantial increase in financial allocation will have to be considered.3. The connection with Van der Holt must be vigorously followed up and the

enquiries from the three South American buyers from whom we have firm orders,as well as all the other first time enquiries. They should first receive personalvisits from our overseas sales staff, and then invitations to our factory if considered expedient.

4. We shall have to consider engaging a full-time sales representative withknowledge of the Eastern European market and the ability to speak theappropriate language/s. Alternatively we could investigate the possibility of

engaging a local agent in Eastern Europe, perhaps in Warsaw or Prague.

Anil Kumar31 st October 2003

NOTE: With a schematic report the date comes at the end. This is because a verylong report may take several days to complete and the date at the beginning will notbe the date on which the report is finished. It is the completion date that appears


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under the signature of the writer on the right-hand side of the last page, as shown inthe model.

When a report is, of necessity, a particularly long one, a summary of it may be givenin brief outline and attached to the front sheet, as shown below.

FANCY DESIGN AND DCOR LTD.

TO: Atul Ahuja, Managing DirectorFROM: Anil Kumar, European Marketing Manger

SUMMARY OF REPORT ON HAMBURG FURNITURE FAIR OCTOBER 200

This was a very encouraging Fair. The quality and prices of our designs and fabricswere fully competitive with those of other exhibitors and attracted a great deal of interest. We had considerable success with new clients and contacts in the Dutch,South American, Australian, Polish and Czech markets. The contact with Van derHolt is especially promising; Van der Holt himself is to visit India in December. Infuture we should put more effort into communicating with East European buyers andmanufacturers, who exhibited this year for the first time. We shall also need toincrease expenditure and the number of attending staff.

Signature: Anil KumarDate: 1 st November 2003


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ProposalA proposal is a persuasive offer to complete a task, submitted either voluntarily orin response to a request. Basically, it is like a report. Like a report it may be long orshort running into just a few pages. It depends on the kind of the proposal and theamount of money likely to be spent. Unlike the report a proposal may be sent to anexpert or a review committee to evaluate and recommend about the benefits of theproposed services or products.

Your primary goal is persuasion either to convince management to accept yourrecommendation or to sell a client to your firm. The structure of the proposal

conforms more to the AIDA formula of a sales piece. AIDA is an acronym for:Attention: getting the readers eyeInterest: arousing the readers curiosity or interest in what you have to sayDesire: making the reader want what you have to sellAction: showing or telling the reader what to do

Three Steps for Effective Business Proposal:Step I: PrewritingThe prewriting stage involves posing key questions that your finished work mustanswer. Asking these questions can help you to plan your writing.

1) What is the purpose of your proposal beyond selling your ideas? Why areyou writing it?What does the client need to know? In a sentence or two statethe purpose of the proposal.

2) Who is the audience and what are their needs and motivations?Effectivepersuasion depends on your ability to identify and appeal to the recipientsneeds and motivations. Who are the readers upper management, the board of

directors, your immediate supervisor? Research your audience so that you knowhow to appeal to their self-interest. The client or other readers shouldunderstand clearly how they will benefit from your efforts.

3) How do you catch the readers attention?Once you have identified theirneeds, capture the readers attention by addressing their primary concern first.Do readers want to save time and money? Increase profits? Change procedures?Are they motivated by prestige or convenience?

4) What results or outcomes would the reader like to have?A proposal asks forsome change, perhaps a new policy or procedure, or the solution to a problem.


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Your job is to identify what outcomes the reader would like and then considerother outcomes the reader may have overlooked.

5) You should also anticipate objectionsto your proposal and be prepared tocounter them.6) What information or background research will you need in writing the

proposal? For a client proposal, you will need to research the clients needsand problems thoroughly. Your information will come from the companysmanagement and personnel, its publications and such others. What success orfailure rates are available? How have these companies handled the impact onpersonnel, management, clients, competitors, market image, and dailyoperations? What methods of implementation have worked best for companiessimilar to the clients?

Step II: WritingA standard proposal format might look like the following:2) Background of the situation

3) Description of the current problem

4) Our approach to the problem

5) Methodology and research

a) Methods of gathering data

b) How research would be conducted

6) Expected results

a) Proposed outcomes

b) Specific action steps

7) Time and cost requirements

a) Budget for proposed work b) Estimated time for completion

Writing the Draft:A standard format can provide headings and subheadingsfor your proposal. Keep in mind that you are not simply presenting facts orinformation but that you are seeking to persuade the reader to accept your ideasand approach. As a result, all information must support your position. Do not offerdetailed explanations or technical facts unless the client asks for them.


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Every paragraph and sentence should convey the impression that your ideas andapproach are well-reasoned and appropriate. Where graphs, charts, or other

illustrations will present the material more persuasively, use them. Otherwise, keepthem to a minimum to avoid distracting your readers.

Step III: Revising

1) Review, edit and revise every part of the proposal.

2) Check and recheck all your facts about the clients situation.

3) Pay particular attention to the choice of words and tone of the proposal. Is yourtone positive without being too optimistic?

4) The readers must believe you have appraised their problems realistically.

5) Have you stated the situation clearly and tactfully suggesting how theproblem can be approached rather than focusing on how the client created thesituation? Are your suggestions for the proposed work tailored to the clientsspecific needs?

6) If your proposal convinces your readers that you have done your researchcarefully and clearly understood their problems, you will probably sell yourideas. Ultimately, the acceptance of a persuasive message depends on thesenders credibility and receivers perception of direct benefits.

7) After the proposal has been typed in final copy, proofread it carefully.

8) Check for errors in grammar and spelling, for careless mistakes that previouslyescaped your eye, and for any inconsistencies in format.

Remember, "Hard writing makes easy reading". A writermust constantly strive to make his/her reader's task as easy

as the subject matter permits.


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Proposal Writing A ModelExamine & study the Sample Proposal Letter by Farouq & Thakker Associates,written to Right Heating Systems, for consultancy work.

25 th February 2004

Mr. Balchandra WaniRight Heating Systems,186, Lamington Road,Bombay Central, Mumbai

Dear Mr. Wani,

Last week, you spoke with Mr. Shailesh Chugh our senior consultant, about someof the organizational problems your firm is facing. At that time, you asked our firmto submit a proposal outlining our approach to those problems and include anestimate of time and expenses. This letter is in response to your request.

OUR UNDERSTANDING OF THE CURRENT SITUATION

Right Heating Systems was founded by Charles Bacon in 1935. the company grewmodestly through the 1930s and 1940s and confined its business to the sale of heating equipment to small companies and private homes.

In 1958, Balchandra Wani took leadership of the company and began diversifyinginto office appliances, service contracts, and some international sales. By 1965company sales had reached Rs.3 crores. The number of employees had grown from32 to over 120, and 2 branch office had been opened in New Delhi and SanFancisco. Over the next 20 years the company continued to grow.

However, the company had been experiencing organizational problems along withits growth.

Communication among management and support staff are often poor. Goals andobjectives are not communicated clearly throughout the organization. Sales andservice areas overlap in some cases, and there is considerable confusion about whois to service which customer. Quality control is low. Faulty equipment andappliances have been turning up in customers orders at an alarming rate.Mr. Balchandra Wani


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Page 225 th February 2004

Worker morale is poor. The company has been approached by union leaders torecruit union member from among employees in the firm.

In short, the company is experiencing growing pains in making the transition froma small, family owned concern to a medium sized firm with multinationalconnections.

OUR APPROACH TO THE PROBLEM

Right Heating Systems is on the verge of entering a new phase in its development.We have assisted many firms in making the change from a small company to alarger concern. We can offer consultation services on reorganizing yourmanagement structure without losing key individuals or disrupting the flow of business. These services include setting up new offices systems, accountingprocedures, and distribution networks to help you manage your business moreeffectively. We will also provide training for support staff to involve them in thechanges that need to be made.

We can help you devise forecasting and planning strategies that will define your

goals and develop plans to achieve them. You will be able to see where you areheaded and what the greatest growth areas are likely to be. These strategies,together with your new management structure, will ensure that company goals arecommunicated clearly to all management and support staff levels.

ESTIMATE TIME AND EXPENSES

On the basis of our past experiences with companies similar to yours, we estimatethat the transition period will take about 6 months to complete. At the end of thattime, you and your management staff will clearly have an organizational structurewith clearly defined functional areas and responsibilities, and well designedchannels of communication.

Our firm, Farouq & Thakker Associates, will assign Mr. Shailesh Chugh as seniorconsultant incharge of this project and form a team of consultants from ourcorporate staff. Mr. Chugh has worked with many of the Fortune 500 companies.

Mr. Balchandra Wani


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Page 325 th February 2004

His most recent project was overseeing the complete reorganization of HyattIndustries, a multi million dollar corporation. The resumes of other proposed teammembers are included with this proposal.

We estimate the cost for the project will range from Rs.13,50,000/- toRs.15,00,000/-. This would include implementation of recommended changes andfollow up visits three months and six months after completion of the project.

Right Heating Systems has an excellent record in the industry. We would bepleased to assist your firm in its continued growth, and we appreciate theopportunity to work with you.

Yours Sincerely,

Bhavin ThakkarFarouq & Thakker Associates

Enclosures: (5)

After covering the different aspects of written communication, we will discuss theother aspects of communication

CommunicationCommunication is a process of creating understanding

To make communication effective:(1)Ensure it is 2 way(2)Congruent(3) Use all channels of communication(4) Classify complex messages

Communication is EffectiveWhen the message is


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Received by the targeted peopleUnderstood the way sender meant

Remembered for reasonably long timeUsed the way sender wanted it to be

This affects the way people think or act

Upward CommunicationThe main function is to supply information to the upper levels about happenings at

the lower levels. Upward communication is participative in nature.

Means of Upward CommunicationChain of commandSuggestion systemAppeal and grievance procedureComplaint systemsCounseling sessionsThe grapevineOpen-door policy

Telephonic Communication:

Telephone manners may make or break a business deal. Speak pleasantly, give thecompany name: Technimon, good morning. When assistants or Secretariesanswer, they give their employers name.

When you call and are asked to state your business, do not be disgruntled: theSecretary is merely trying to speed up service. Remember people do not like to bekept on hold over the phone. Avoid lengthy personal phone calls in the office.


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EXERCISES


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Written Communication- A Passage

Rewrite this passage and make it effective

(A) We went to a leadership summer camp for judging the childrensperformance on the last day. There was a lot of excitement and a littleconfusion in the air. The principal of the school had several things tosay to the students. He was complaining that the students were notfollowing any regulations. This was the cause of many indisciplinaryproblems like late coming, talking rudely with teachers, throwingpieces of paper, food in the school premises. He had a desire, a wishfor improvement in the way teachers managed the children. Therewas unhappiness about the adoption of punitive measures byteachers. Thirdly the principal was upset that there was not enougheffort put in for fund raising of the new wing of the school. However,towards the end snacks which were provided by a company made thestudents jump with joy and happy. The sponsor, Mr. Malhotra was abig built man. It was true and a well know fact that Mr. Malhotra wasa man of generous disposition. The finale, the closing ceremony, atthe end was interesting, delightful and great.

(B) Societies having multifaceted diversity including inter-religiouscharacteristics have coexisted over centuries in the Indian sub-continent and the neighboring lands.

(C) Benefits of Technology are:1. Higher living standards, 2. Opportunity of choice, 3. More leisure. 4.Improved communication as against this threat because of technology are1. Uniformity, ii. Efficiency, iii. Impersonality. Iv. Uncontrollability.


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HOW EFFICIENTLY DO YOU WRITE?To find out how efficiently you write, answer the questions below about the processes youtypically use when writing business memos, letters, or reports. Circle the word in the right-handcolumn that best describes your approach to the issues in the left-hand column. Work quickly. If you discover that any question does not apply to you, answer the question with sometimes.Scoring instructions will be provided later.

A B C D E1. Before I begin writing any business,

I ask myself what my goals are for Always Often Sometimes Seldom Neverwriting the document.

2. Before writing, I ask myself severalquestions about the readers of the Always Often Sometimes Seldom Neverdocument.

3. I try to write my documents perfectlythe first time. Always Often Sometimes Seldom Never

4. While writing, if I misspell a word orwrite an awkward phrase, I stop and Always Often Sometimes Seldom Neverfix the mistake immediately.

5. Before I write, I brainstorm andrecord my ideas in a rapid-fire, Always Often Sometimes Seldom Never

somewhat disorganized fashion.6. In organizing my document, I make a

special effort to group in one place Always Often Sometimes Seldom Neverall my requests for action from thereader.

7. I summarize my ideas for my readersin a clearly marked summary section. Always Often Sometimes Seldom Never

8. The final versions of mydocuments have headings. Always Often Sometimes Seldom Never

9. I use personal pronouns ( I, me, we,us, you ) in my writing. Always Often Sometimes Seldom Never

10.I put as much information aspossible onto as few pages as Always Often Sometimes Seldom Neverpossible.

11.I use the formats of previouslywritten documents as models for Always Often Sometimes Seldom Neverwhat I write.

12.When I revise my documents, I tryto look at them only once. Always Often Sometimes Seldom Never


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YOUR TURN TO REWRITE CLUTTER WORDS

CLUTTER BETTER1. Great majority ____________________2. For this reason ____________________3. In close proximity ____________________4. Personally reviewed ____________________5. Serious crises ____________________6. Subject matter ____________________7. Contingent upon ____________________

8. Utilized ____________________9. A number of ____________________10. At the rate of ____________________11. Bring to a conclusion ____________________12. Connected together ____________________13. Due to the fact that ____________________14. End result ____________________15. In the direction of ____________________

16. In the foreseeable future ____________________17. Advanced warning ____________________18. Not in a position to ____________________19. Repeat again ____________________20. A small number of ____________________21. Enclosed herewith ____________________22. In the event that ____________________23. Without further delay ____________________24. Time of day ____________________25. Mutual cooperation ____________________26. Merged together ____________________27. Brief in duration ____________________28. Basic fundamentals ____________________29. At a later date ____________________30. Ask the question ____________________31. General public ____________________32. Plan in advance ____________________


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Select the simple word over the Latin wordThe Latin word is longer and makes understanding you more difficult for your reader.The following list can help you find a good, direct word to replace a stylish word.Notice that the pompous words are all three or more syllables.The word you replace it with should be no longer than two syllables.

1. Abandon _______________

2. Fundamental ____________

3. Abolish ________________

4. Illustrate _______________

5. Accomplish ____________

6. Indicate ________________

7. Accumulate _____________

8. Institute ________________

9. Adequate _______________

10.Liquidate _______________

11.Beneficial _______________

12.Maximize _______________

13.Characteristic ____________

14.Neutralize _______________

15.Commitment _____________

16.Objective ________________

17.Compensation ____________

18.Obligate _________________

19.Component _______________

20.Participate ________________

21.Demonstrate ______________

22.Proportion ________________

23.Discontinue _______________

24.Regulation ________________

25.Encounter _________________

26.Remittance ________________

27.Endeavour _________________

28.Repudiate __________________

29.Enumerate _________________

30.Severance __________________

31.Expedite ___________________

32.Subsequent _________________

33.Fabricate ___________________

34.Terminate __________________

35.Fluctuate ___________________

36.Verify _____________________


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Change negative to positive statements

1. Negative: Because you failed to say what size shirt you wear, we cannot send it.

Positive:

2. Negative: Were sorry we cannot offer you our consultancy services forRs.5,000/-

Positive:

3. Negative: We cannot accept applications by mail. You must come by our office

and fill out the proper formsPositive:

4. Negative: We do not deliver on Sunday

Positive:

5. Negative: If we can help, dont hesitate to call us.

Positive:

6. Negative: You wont be sorry you did this.

Positive:

7. Negative: Thank you for your trouble.

Positive:

8. Negative: We cannot execute such a large order.

Positive:

9. Negative: Our tellers are not available after 3pm.

Positive:

10.Negative: This health plan will not cost employees any money.

Positive:


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Exercise: Misplaced & Dangling Modifiers

1) The man walked toward the car carrying a briefcase.

2) I remembered that I had forgotten my keys after I got home.

3) After roasting for two hours, we turned the oven off.

4) When just eight years old, my grandmother tried to teach me cooking.

5) While making inspection tours, suggestions are welcome

6) Dealing with technical material, the report was difficult to understand

7) When recording overtime, the files cannot be too accurate

8) Prepared carefully, the result were rejected by the committee

9) The machine is just right for a small office designed to fit in a corner

10) We heard that the deal had gone through only last night

11) Their product has a high price that is popular with the manufacturing

concerns

12) The company left the shipment as I was having lunch in the

warehouse.


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Write Dense Words

1) Once a month ________________

2) Something new ________________

3) People they didnt know ________________

4) Something impossible to imagine ________________


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Exercise: Business Letter Writing - 1Proof read and Correct the letter.

20/5/05

To,Mr. R DSouzaManager HRSunrise Hotel.55, w. State Street

Thane, Mum 400614

Dear Mr. DSouza;I would like to reserve Guild Hall for Friday, November 7, from

7.00pM to 10.00PM for our group, the north shore Executive MembersClub. Is the hall available on that date?

You mentioned that catering is provided (on a first come/firstserve/basis) and that we could receive a discount if we could guaranteed atleast 100 paying guests.

We will have twice that number and would like e to order the cateringservice as part of our reservation for that evening.

Please list us on your activities roster as North shore ExecutiveMembers Club. We thank you and your staff / for the help you have givenus.

Sincerely yours

R. K. AgarwalExecutive Director


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Exercise: Business Letter Writing - 21) Write a letter to a manufacturer of batteries seeking information about the

different kind of products so that decision can be taken to place an order.

2) You have received quotations for electrical goods from Amrut Electricals Ltd.But you find that their terms of 7% trade discount and 30 days credit are notcompetitive compared to quotation from others. Write a letter asking them tooffer you better terms.

3) You are a wholesaler in gents shirts and trousers and have an just received an

order for a large quantity of a popular brand of trousers. You do not have themin stock but can supply another equally brand. Write a letter regretting yourinability to supply the ordered brand and induce the customer to buy the oneyou can supply.


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Exercise: MemoWrite a memo for the following:

1) On 2 nd August 2004 Mr. Srivastav wants feedback on the use of laptopcomputers from All Members of Staff, Northern Region. This information maybe faxed to Mr. Srivastav by 12 th August 2004. For any queries Mr. V. K.Patnaik can be contacted, who will visit them on 10 th August 2004.

2) Inviting views and suggestions for installation of clocking in machines.

3) About the safety precautions to be taken to reduce accidents in a chemicalfactory.

4) Asking an explanation from an employee for going on leave without priorpermission.

5) Drawing attention to an undesirable aspect of some employees in a bank.


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Exercise: Report WritingA furniture manufacturer, Fancy Design and Dcor Ltd., exhibits its products eachyear at an International Furniture Fair held in Hamburg, Germany. It usually sendstwo members of its sales staff to set up a display stand and act as salesrepresentatives at the Fair. The senior member of this team is the EuropeanMarketing Manager, Anil Kumar, who speaks German and French, and hisassistant is R. P. Gupta who also speaks German. They must take all the necessaryactions to prepare for the Fair well in advance. They will have to make travelarrangements; select the goods to be displayed; find out exactly where their standis at the exhibition hall and how big it is, and design its lay-out. They will have to

make sure that they take with them brochures and catalogues illustrating theCompanys products as well as information concerning the Companys deliverydates and prices. They will also have to discuss with the Financial Director howmuch money they will be allocated for their expenses. They will then attend theFair and try to promote sales as vigorously as possible while keeping a strict recordof all their activities, sales, contacts made and expenses incurred.

On their return Mr. Kumar will need to produce a report for the Managing Directorwhich will quite probably also be seen by members of the Board of Directors andform the basis of discussion by them at a future Board Meeting.


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Exercise: Report Writing - 1

1) You are the Administrative Officer of your organization and your employer isconsidering purchasing some new items of office equipment. Write a reportrecommending the equipment you think will result in greater efficiency andgive reasons for your recommendations. You may invent any names, situationsand machines which you consider relevant to your report.

2) You are the Personnel Manager of a multinational construction company andyou have been asked to advertise and interview candidates for the position of Financial Controller / Administrator for a large dam project in the Sudan, and tomake your recommendations to the Managing Director. In your report givedetails of your interviews and of the candidates' experience and qualifications.You may invent names and qualifications, which you consider relevant to yourreport.

3) Write a report for submission to the Board of Directors regarding the marketpotential of a new brand of electronic equipment.

4) Your firm occupies a suite of offices in a rather old building. Many of the

rooms are small and the corridors are dark. You have been asked by theManaging Director to consult with the Chief Accountant, the Sales Managerand the Purchasing Manager and gather suggestions concerning the advisabilityof turning the area into an open-plan office. Write a suitable report, usingappropriate headings.

5) You are the sales manager of a company manufacturing soaps and detergents.Write a report on the recent decline in the sale of your product and give someconcrete suggestions for boosting sales.

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