Chapter 5
Writing Process Phase 1:
Analyze, Anticipate, Adapt
BusinessrdCommunication: Process and Product
3 Brief Canadian Edition
Copyright © 2010
The Business Writing Process: Phase 1
Defining Business
Communication
The 3-x-3
Writing Process
Team Writing
Analyze,
Anticipate, Adapt
Reader Benefits
and “You” View
Legal and Ethical
Responsibilities
Copyright © 2010 Nelson Education Ltd.
Ch. 5, Slide 2
Business Writing Is…
Purposeful
Persuasive
Economical
Reader-oriented
It conveys information and
solves problems.
Its goal is to make the
audience accept the
message.
It is concise and doesn’t
waste the reader’s time.
It focuses on the receiver,
not the sender.
Copyright © 2010 Nelson Education Ltd.
Ch. 5, Slide 3
Guffey’s 3-x-3 Writing Process
Prewriting
Writing
Revising
Analyze
Anticipate
Adapt
Research
Organize
Compose
Edit
Proofread
Evaluate
The writing process is recursive.
Copyright © 2010 Nelson Education Ltd.
Ch. 5, Slide 4
Scheduling the Writing Process
Prewriting
about
25 percent
of time
Writing
about
25 percent
of time
Don’t mar your effort by
skimping on revising!
Copyright © 2010 Nelson Education Ltd.
Revising
about
45 percent
for revising,
5 percent
for proofing
Ch. 5, Slide 5
Do All Writers Follow the Same Steps?
 Writers have different
composition styles.
 The order of writing steps
may vary.
 The process is recursive,
not linear.
 Collaboration and working
with a computer affect the
writing process.
Copyright © 2010 Nelson Education Ltd.
Ch. 5, Slide 6
Do Short Messages Require a
Writing Process?
The steps may be
condensed or performed
rapidly, but good writers
consider them all.
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Ch. 5, Slide 7
Writing With Teams: Phase 1
Phase 1:
Prewriting
Prewriting
Analyze
Anticipate
Adapt
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Team members
work closely to
determine purpose,
audience, content,
organization
Ch. 5, Slide 8
Writing With Teams: Phase 2
Phase 2:
Writing
Writing
Team members
work separately.
Research
Organize
Compose
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Ch. 5, Slide 9
Writing With Teams: Phase 3
Phase 3:
Revising
Revising
Edit
Proofread
Evaluate
Copyright © 2010 Nelson Education Ltd.
Team members
work together to
synthesize, but one
person may do final
proofreading.
Ch. 5, Slide 10
Analyzing and Anticipating: Audience, Purpose
Analyze
the
task
Identify
the
purpose
Select the
right
channel
Anticipate
the
audience
Visualize
primary
audience
Visualize
secondary
audience
Copyright © 2010 Nelson Education Ltd.
Message
Ch. 5, Slide 11
Anticipating Three Typical Business Audiences
Superiors
Colleagues
Customers
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Ch. 5, Slide 12
Selecting the Best Channel
Fax?






Voice
E-Mail? Letter? Memo? mail?
How important is the message?
How much feedback is required?
How fast is feedback needed?
Is a permanent record necessary?
How much can be spent?
How formal and confidential is the message?
Copyright © 2010 Nelson Education Ltd.
Ch. 5, Slide 13
Adapting to Task and Audience: Eight Steps
Spotlight audience
benefits.
The warranty starts working for you
immediately.
Cultivate the “you” view.
You will receive your order.
Your account is now open.
Copyright © 2010 Nelson Education Ltd.
Ch. 5, Slide 14
Adapting to Task and Audience: Eight Steps
Use sensitive language,
avoiding gender, race, age, and
disability biases.
office workers, not office girls
doctors/they, not doctor/he or
nurse/she
Be conversational but
professional.
Your report was excellent, not Your
report was totally awesome!
Copyright © 2010 Nelson Education Ltd.
Ch. 5, Slide 15
Adapting to Task and Audience: Eight Steps
Express your thoughts
positively.
you will be happy to… not you
won’t be sorry that…
Be courteous.
Please complete the report, not
You must complete the report!
Copyright © 2010 Nelson Education Ltd.
Ch. 5, Slide 16
Adapting to Task and Audience: Eight Steps
Simplify your language and
use familiar words.
salary not remuneration
begin not commence
Use precise, vigorous
words.
fax me, not contact me
buy staples, not get those things for
me
Copyright © 2010 Nelson Education Ltd.
Ch. 5, Slide 17
Developing Reader Benefits and “You” View
Sender-Focused
Receiver-Focused
We are requiring all staffers
to complete these forms in
compliance with company
policy.
Please complete these forms
so that you will be eligible for
health and dental benefits.
Because we need more space
for our new inventory, we are
staging a two-for-one sale.
This two-for-one sale makes it
possible for you to buy a
year’s supply of paper but pay
only for six months’ worth.
Copyright © 2010 Nelson Education Ltd.
Ch. 5, Slide 18
Developing Reader Benefits and “You” View
“I” and “We” View
We take pleasure in
announcing an agreement we
made with HP to allow us to
offer discounted printers in
the student store.
“You” View
An agreement with HP allows
you and other students to buy
discounted printers at your
convenient student store.
We are issuing a refund.
You will receive a refund.
We need your account
number before we can do
anything.
Would you mind giving me
your account number so that I
can find your records and help
you solve this problem?
I have a few questions on
which I would like feedback.
Your feedback is important.
Please answer a few questions.
Copyright © 2010 Nelson Education Ltd.
Ch. 5, Slide 19
Negative Expressions and Their Hidden Messages
Negative Expression
You overlooked
You state that
You failed to
You claim that
You are wrong
You do not understand
Your delay
You forgot to
Hidden Message
You are careless
But I don’t believe you
You are careless
It is probably not true
I am right
You are not very bright
You are at fault
You are not only inefficient but
also stupid and careless!
Copyright © 2010 Nelson Education Ltd.
Ch. 5, Slide 20
Adapting to Legal and Ethical Responsibilities
Investment
Information
Avoid misleading information,
exaggeration, half truths.
Safety
Information
Warn consumers of risks in
clear, simple language.
Copyright © 2010 Nelson Education Ltd.
Ch. 5, Slide 21
Adapting to Legal and Ethical Responsibilities
Marketing
Information
Avoid statements that
falsely advertise prices,
performance, quality, or
other product features.
Copyright © 2010 Nelson Education Ltd.
Ch. 5, Slide 22
Adapting to Legal and Ethical Responsibilities
Human
Resources
Information
Avoid subjective statements
in evaluating employees;
describe job-related specifics
objectively.
Avoid promissory statements
in job ads, application forms,
and offer letters.
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Ch. 5, Slide 23
End
Copyright © 2010 Nelson Education Ltd.
Ch. 5, Slide 24