Writing Skills

A. Improve your Writing Skills!

I Writing for Business or Academic Purposes

Write freely - don't edit too much, don't doubt, just write to learn, to express Writing should have a purpose - don't write too much, don't write too little

1. Pre-Writing

· Brainstorm your topic

· Ask questions – what is the purpose of this letter/essay/message? What do I want to achieve? What do I need to prove? What does my audience expect?

· Organize your ideas, prioritize them – create an outline

· Check outline for completeness - are you saying everything you want to say? It is too much? Is it unclear?

2. Writing

· Write draft – write the whole letter/essay as a draft, not just one paragraph

· Free-write – don't keep stopping to correct yourself. People spend too much time trying to create the perfect start because then you may never get to the middle. Don't assume you know exactly what you want to say before you write everything, or exactly how you want to say it.

3. Post-Writing

· Edit for fulfillment of your objective – are you doing what you are supposed to do?

· Edit for organization – are the ideas organized in priority? Does your introduction give a clear idea of what to expect? If someone only reads the conclusion, can they get a clear idea of what you have achieved in your paper? Make a reverse outline – take the key idea from each paragraph and write it down as an outline and see if it makes sense to you. Also, consider creating different sections and using bullets or lists.

· Edit for transitions – does each paragraph and section connect to each other? Use transition words (however, therefore, in conclusion, secondly..) - http://owl.english.purdue.edu/owl/resource/574/02/

· Edit for word accuracy – does this word really say what I want to say?

· Edit for word economy – can I reduce a sentence into one word? http://www.utoronto.ca/writing/wordines.html

· Proofread – spelling and grammar

4. Others

· Use references – do no plagiarize! It is okay to use other people's work, as long as you give credit for it

· Use proper capitalization

· Use a consistent style (font, margin). The focus should be easy to read, not attractiveness. Don't forget to number pages, especially if the document is long.

5. Some common mistakes

· The structure of your message does not need to follow the structure of your source material/subject (historical, book review, movie review)

· don't write to fill the space

· don't repeat yourself – you will encourage your reader to ignore you

6. To improve you writing skills

· Write!

· Read!

· Take time to edit

II Basic Writing Skills Tools

The Objective is to learn and reinforce some basic but important writing concepts, which are

Using structure when you write
Opening and Closing Paragraphs
Topic sentences
Varying sentence length
Using Transition words

Using structure when you write

· Structure helps the reader find the important information in your message. Remember, you are writing for an audience who is usually busy and has lots of things to read.

· Good structure organizes ideas clearly, which reduces confusion. If you message is confusing, it not only makes it hard to understand and therefore reduces the impact of your message, it discourages the reader from reading it.

· Helps the writer (you) clearly understand your message and focus on the main issues

Opening and Closing Paragraphs

· This is the first and last impression you are creating. The first impression gives an overview of your message and determines how much attention the read pays to the rest of the message. Good openings are ones that are unique, attention grabbing and related to the rest of the content.

· The last impression is the last thing the reader will see before they put your message away, it is often how they will remember you. Good closings should be attention grabbing, emphasizes the main issues of your message and unique.

· This is where attention is naturally the highest – readers who are reading very quickly will at least read the opening and closing of your message.

Topic sentences

· These tell the reader what the main point of each paragraph is. This could either be at the start or the end of the paragraph, but not in the middle.

· Good topic sentences are direct and not too long

Varying sentence length

· There is no perfect sentence length, on average sentences have about 9 to 11 words. Readers like variety, as a writer you should have a good mix of short and long sentences.

· Short sentences are dramatic and powerful, are easy to remember and catch attention. But they have very little information. If you have too many short sentences, it sounds broken and not smooth.

· Long sentences are complex and can hold a lot of information. But they can be confusing and hard to follow. If you have too many short sentences, it could confuse the reader and make them lose attention.

Using Transition words

Transition words are words that connect ideas and thoughts. They help readers see your train of thinking and create a smooth movement from one sentence to another, or from one paragraph to another.
Without transition words, your writing sounds broken and you will reduce the attention of the reader and the impact of your ideas.
Examples of transition words – Furthermore, In addition, Secondly (all words that continue an idea). Therefore, In conclusion, In summary, Thus (words that reach the end of a though or idea, the conclusion). However, Nevertheless, Regardless (words that show the opposite idea, that twist a thread of thinking around)

Self Help (this is not an assignment, but optional work for your improvement)

Write a short article to practice these skills
How many other transition words can you think of?
Analyze an article or letter an try to identify all the above elements. Then rewrite the opening and closing.

Link to In Class Activity

Sample Structure

B) Descriptive writing

The objective of this section is to develop descriptive writing skills.

Strategies to write descriptively

Start with the big picture - explain the overview first then move on to details (“how many objects, what does the entire thing look like, what is the overall shape or function..”). You should give your reader an understanding of how the final object should roughly look like.
Create reference points that you can use to explain other things (“at the center there is a circle, above the circle is...below the circle is...” the circle is the reference point). Start from something that is easiest to describe, then explain other things in relation to that – you can use this object to explain the location and size of other objects.
Be systematic - start from left to right, or right to left, or outside to inside or some other logical order. Use your Reference points (“above the circle,...at 3 O’clock of the circle is...between the circle and the ____ is...”). Tell people the order which you are going to use (“I’m going to explain the things that are outside the box first, then inside the box..”). Describe your diagram like you are telling a story.
Explain key features in detail. Use references to things other people might know - what is sounds like or looks like, how it is similar but different (“this looks like a circle, but one side is flat. The flat side is about 20% of the entire circumference of the circle and is on the right side of the circle... this looks like a donut cut in two, like a pie, like a snake...”). Explain the size, the direction it is pointing at, how far away it is from other shapes, the color, the shape – think of every single detail.

Link to Diagrams

C) Instructional Writing

Objective is to teach students how to give instructions (like writing a manual or a recipe)

Strategies to write instructions

Start with the big picture - explain the final product you are going to create and describe what it looks like
Use language that shows order and structure - like first, second, third and so on. It's important to tell it like a story, to keep the user encouraged.
Create milestones and landmarks - points at which the user can know how far along he or she is, and can check if they are on the right path. Tell them what they should be seeing, if it's wrong they can go back and correct it.
Put yourself in the shoes of the reader - think like the user and not the producer. Give them everything they need to do before they start working on your instructions. You don't want them to stop in the middle!

Link to Origami Pictures

D) Writing Anecdotes

Anecdotes are powerful ways to convey an idea. People like listening to stories and remember them. Personal anecdotes also shares a little about you with the reader, which helps them to know and remember you.

Strategies to write anecdotes

1. Choose them carefully - choose things are unique, but not too strange or disturbing. Think about the feeling you want your audience to feel. Choose something you think your audience can connect with.

2. Describe the details - make your story come alive. Use names, colours, places, feelings, times. Help your audience imagine what it feels like. How you tell the story is more important than the story itself.

3. Don’t be too long - you will bore your audience

4. Always connect your anecdote with your message - don’t leave your audience wondering what is the point of that story. Have a short topic sentence that you can clearly explain what the anecdote shows.

5. Be simple – don't use one story to send too many messages. Two is okay, but more than that reduced the impact of your anecdote. Also don't use too many anecdotes. One or two powerful stories is all you need.

Steve Jobs Standford Commencement Speech (text, video)

Writing the Message

In this section we will explore general guidelines to write a message. Our focus will not be a on the format of a specific document, but on more important and general principle issues, ensuring any message you write will be as effective as it can be.

General Message Creating Tips

These lessons are also applicable to oral communication though more common to written messages.

Sensitive to Audience Needs

· The You Attitude

- Buid your message around your audience, instead of yourself. Always show how your audience benefits, rather than how you benefit (example: Instead of "we need your product number from you to do this", you can say "in order to process your order quickly, we need to know your product number")

· Etiquette Standards

- Be courteuous and don't overreact.

· Emphasize Positive

- Bad news is inevitable, but can always be presented in a way that highlights the positive side. (example: instead of "we are closed for renovation", you can say "we are now renovating in order to serve you better!"

· Bias-free Language

- Be careful about offending your audience. Ensure the language you use is free of Gender, Race, Age, Religious or Disability bias.

Style and Tone

· Formal

· Conversational

· Informal

Tone of your message can be differentiated by

· Active/Passive voice

· I vs. We

· Humour

· Starting and Ending

· Details

· Irrelevant/Casual information

Communicating Negative Messages

Writing Negative Messages

Introduction

Negative messages is bad news. Your audience doesn't want to hear your bad news, and could hate you for it. But bad news cannot be helped. It happens. However how you deal with bad news can often make your audience trust and respect you more!

Steps:

1. Purpose

2. Planning your Medium

3. Direct vs. Indirect

Purpose

Negative messages can be very simple or very complex.

· Simple - reject application.

· If you are just saying no. For example, "No, we don't have your requested book".

· Complex - reject application AND give feedback AND help develop improvement plan

· If you are saying no and more, that makes the message more complex. For example, "No, we don't have your requested book. It sold out last Monday. However you are willing to wait 4 days, we can get you a copy. Can you send us your mailing address?"

Planning Medium

The medium you choose is important. It reflects sincerity and helps improves level of acceptance. The more important your message is, the more time you should spend on your message and be as personal as you can. So the most important message, would require Oral Media, and least important can be through a Text Message or Email.

Direct vs Indirect Approach

1. Will the news be shocking? - If the user is going to be very shocked, use the indirect approach to give the message more gently.

2. How Important is the news? - If the news is urgent and the user needs to know the news quickly, then be direct. If the new is emotionally or personally very important, indirect.

3. Do you need to get the reader's attention? - If you need to quickly get the user's attention, then be direct. Indirect messages can sometimes be confusing. Example, if you have sent a few emails to your reader and there is no response, your next email should be more direct.

4. Do you want follow up information? - If you want your reader to respond to you have perhaps have a discussion, then be indirect. If you write more information, you are being more conversational and opening to respond. Direct signifies finality and an end to the communication.

5. What would your audience prefer? - As always, your audience is the most important person. For example, if you are writing to your busy boss, have a direct approach. Or in some cultural contexts, bad news should be delivered face-to-face.

Direct Approach

· Start with clear statement of bad news

· Explain reasons

· End with positive note

Indirect Approach

· Start with neutral statement/buffer

· Explain Reasoning

· Clear statement

· End with positive note

Neutral Statements/Buffers

An indirect negative message will start with a few statements are not related to the main point of your message. This is to balance the negative news and hope your reader sees the positive part of the message more.

· Good News - Start with positive part or some good news first. Example: We have managed to find the book you requested, but it will take 4 days to get here.

· Agreement - Mentions things that both of you agree on. Example: We both know how competitive the racing business is.

· Appreciation - Express your gratitude to your audience, praise them for their work. Example: Thank you very much for your excellent letter, however, we don't....

· Fairness - Talk about how honest, sincere, fair you are or are trying to be. You are telling your reader that you have closely examine problem and are trying to fix it. Example: Our company puts our customers first, and we have done everything possible to try to locate your lost sweater. However...

· Cooperation - Explain your willingness to cooperate and work together with your reader. Example: We promise that we will work as hard as possible and be willing to meet with you. However, ....

Apology Videos

Here are a few videos of apologies issued by companies to repair their image after huge crisis situations.

Mattel Recalls Toys

Mattel is the World's largest toy maker. In around August 2008, there was a huge scandal about defective and poisonous toys from China, and many companies had to recall they toys. Many parents were very very worried. Mattel responded by posting a video by their CEO.

More info :Mattel CEO's Online Video Apology For Millions Of Toy Recalls

Watch the video!

JetBlue CEO Apologises for Flight Delay

JetBlue is an American carrier, who had some serious flight delay issues in February 2007 (passengers had to wait for 11 hours on the plane). Their CEO posted this apology on YoutTube.

More info : Jet Blue apology

Watch Video!

Discussion

· Who do you trust more?

· Who sounds more sincere?

· How many times do they say "sorry"?

Communicating Persuasive Messages

The Elements of Persuasion

A persuasive message is a balance of Logic, Evidence and Emotion. A successful communicator must use all 3 when trying to persuade his or her audience.

- Logic

- Emotion

- Evidence/Examples

The two important things to ensure is Balance and Consistency. You must ensure you have all 3 Logic, Emotion and Evidence, and balance it based on what you audience prefers. If your audience is very logical, they will prefer more logic, but still have a little evidence and emotion.

You also should be consistent. The Logic, Evidence and Emotion should be related to each other and help each other. If you Logic and Evidence is about something sad or angry, then your emotion should also be that way.

THINK

1. Exact purpose. What exactly do you want to persuade your audience?

· You can persuade them of a larger goal, rather than to just fulfill your immediate need. Example: Instead of "Buy my health product", persuade "We must lead healthy lives"

· Must be direct. Asking directly can be uncomfortable, but not asking leads to never receiving. At some point in your communication,you must clearly and directly state what you want. Never simply assume your audience understands.

· To realize your limitations and correct them. If you are not direct, you don't really understand what you are asking of your audience and thus may be asking them too much. Example: If you are in real-estate and are sending a letter to someone to sell them a building. You can't ask someone to buy a 10 million dollar building through just one letter, the purpose of the letter is not to get them to buy the building, but to get them interested enough to meet with you.

2. Knowing your Audience is very important for persuasive messages. In addition to the usual questions we ask ourselves as part of Audience Analysis, we should also ask

· What facts and examples will influence them more?

· What is the right balance of logic and emotion?

· What values and beliefs do they share with you?

3. Direct vs. Indirect Approach

· direct approach

· stronger, clearer

· better for smaller change

· usually from a position of authority

· can sometimes be rude

· indirect approach

· diplomatic, polite

· better for larger change

· heavily influenced by cultural context, position of authority

· can sometimes be weak and confusing

PLAN/BUILD

1. A four step process : AIDA

· Attention

· Interest

· Desire

· Action

Attention

- get reader's attention

- what are the benefits? start with a stimulating question, a shocking fact, an amazing offer.

- short, simple, provocative.

1. The strongest benefit

2. Common ground with the audience

3. Piece of real news

4. Appeal to emotions or values

5. The promise of Savings

6. A solution to a problem

Interest

- appeal to interest - further explain benefits, balance logical and emotional appeal, use examples

Desire

- show how you can help your audience, connect the solution to the problem, give more specific information.

- anticipate objections

Action

- encourage your audience to take action, make it clear and easy for them

- call this number? email? visit website? discount for first 100?

General Tips

1. Use Simple Language - don't want to confuse audience. Also, audience will be critical, so don't try to manipulate them.

2. Support Message with facts - Examples, statistics, research reports, all add to your credibility. Must name your sources.

3. Establish Common ground - what do you and your audience have in common?

4. Be objective - helps you be fair and logical.

5. Display your good intentions - be sincere and honest. Helps build trust

A.I.D.A Examples

To persuade my reader to buy vitamins, by persuading them to click on a webpage

Hello,

Do your eyes hurt from reading emails?

In today's fast-paced and electronics filled world, we put our bodies under so much stress! There really isn't any time to relax, to properly exercise, to regularly eat balanced meals.

That's why you need Dr.Bruce Wayne's Super Health Supplements, made from 100% natural products. Eat it with your meals, and it gives you all the vitamins and minerals your body needs!

The SHS comes in Large (300 pills), Medium (150) and Small (50) bottles, and you can choose what you need! You are not forced to buy anything you don't want! Also, if you do not feel any improvement in 15 days, send us back the remaining pills for a full refund!

Click here to read more about SHS on the World Medical Association Website, or here to visit Dr.Bruce's homepage and online store. You don't have to buy if you don't want to, but remember, once you lose your health, you can't buy it back!

To persuade my boss to buy an expresso machine. I want to make him interested, and agree to talk to me about it.

Dear Sir,

According to a KoreaHerald survey of 245 Korean top firms, the 2nd highest reason for time wasting in the office is going out to buy coffee.

Supposedly, employees take longer lunch breaks to have coffee after lunch. Employees who have coffee in the office however, usually drink it at their desk. The article went on to say that some companies have promoted casual coffee areas, because often employees can talk about complex work issues in a relaxed way. This saves time on having meetings and sending a long list of emails.

I was at E-Mart during the weekend and noticed a 30% discount on a really good expresso machine. Also, the employee association has agreed that if the company can buy a machine, they will take care of all the coffee, the cups, the reloading and the maintenance fee.

In summary, I think the office will benefit if we have an expresso machine. Can we meet up later and talk about if the company can buy an expresso machine?

To persuade my friends to Europe instead of South East Asia for holiday.

Hi Guys,

Look, I know we are all worried about losing money in the stock market, but I still believe that it will be better for us to stick to our plan to visit Europe.

We've wanted to do go to Europe ever since we were in Elementary School, and if we keep delaying it, we won't have many more chances to do it together. If one of you get engaged next year, or get a job overseas, then it will be impossible. Also, I think the financial crunch could actually lower prices because there is less demand from tourism. This also means the tourist places will be less crowded!

Actually I was doing some quick searching and I found some cheap tickets on tourcabin.com. If we book in the next two weeks and do the group package, we can get tickets for about 700,000 each! I can book it using my credit card and you can pay me back later.

So what do you say? Call or email if you agree (or disagree) ! =]

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