2/1/2012
Chapter 4
Writing Process Phase 1:
Analyze, Anticipate, Adapt
Business Communication: Process and Product, 6e
Mary Ellen Guffey
Copyright © 2008
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.
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 4, Slide 2
Guffey’s 3-x-3 Writing Process
Prewriting
Writing
Analyze
Anticipate
Adapt
25%
Research
Organize
Compose
45%
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Revising
Edit
Proofread
Evaluate
25% (revise)
5% (proof)
Ch. 4, Slide 3
1
2/1/2012
Phase 1: Prewriting
Analyze
Anticipate
Adapt
Team members
work closely to
determine purpose,
audience, content,
organization
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 4, Slide 4
1. Analyze the Task
 Identify the purpose.
 Why am I sending this message?
 What do I hope to achieve?
 Select the best channel: e-mail, fax, letter,
memo, phone call?
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 4, Slide 5
2. Anticipate the Audience
 Visualize primary audience.
 Visualize secondary audience.
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 4, Slide 6
2
2/1/2012
Anticipating Three Typical Business Audiences
Superiors
Colleagues
Customers
© Comstock Images / Jupiterimages
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 4, Slide 7
3. Adapting to the Audience
 Develop audience benefits.
The warranty starts working for you immediately.
 Cultivate “you attitude.”
You will receive your order.
 Be conversational but professional.
Your report was excellent vs. your report was totally awesome!
 Express yourself positively.
You will be happy that … vs. you won't be sorry that ….
Ch. 5, Slide 8
Mary Ellen
Guffey, Business
Communication:
Process and
Product, 5e
3. Adapting to the Audience
 Be courteous.
Please complete the report vs. you must complete the report!
 Choose bias-free language (avoiding gender,
race, age, and disability biases).
office workers, not office girls
 Simplify your language.—Use familiar words.
salary, not remuneration
 Use precise, vigorous words.
fax me, not contact me
Ch. 5, Slide 9
Mary Ellen
Guffey, Business
Communication:
Process and
Product, 5e
3
2/1/2012
Developing Reader Benefits and “You” Attitude
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.
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 4, Slide 10
Developing Reader Benefits and “You” Attitude
“I” and “We” View
“You” View
We are issuing a refund.
You will receive a refund.
I have a few questions on
which I would like feedback.
Your feedback is important.
Please answer a few questions.
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 4, Slide 11
4