ProfCom_(5)WriteToPersuade

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Week 5

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COM 6 100 900 Professional Communications:

COM 6 100 900 Professional Communications Week 5 Writing to Persuade

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Week 5 Objectives 5.1 Introduce the tenets of persuasive writing 5.2 Review the elements and stages of writing business plans and developing presentations 5.3 Present guidelines for creating effective videos

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The tools of persuasive writing are the tools of advocacy. The ability to advocate for a cause involves understanding other people and authentic interaction, not just technical skills .

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Tenets of Persuasive Writing: Believe in your story . Have a sense of personal conviction. Know your story. Distill down to the heart of the project: what it’s about, who the main players are, why people will care. Know what you want . Be sure your goal is realistic and make it 100% clear. Know your audience . Write with a particular person in mind, and focus on benefits, not features.

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Tenets of Persuasive Writing Continued: Write with a sincere effort to inform and educate . Give people the facts and ideas to draw their own conclusions.   Tell the story in an organized, natural way . Develop an outline. Use your goal and audience analysis and brainstorm what the document should include . Create trust . Supply the right information: credentials , experience, examples of similar work, and additional visual evidence of skills. Acknowledge other viewpoints . R efer in an objective way to opposing ideas or approaches and absorb the other side into your argument .

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Once you’ve determined the right content , you have two basic tools to deploy: Good writing , which engages and persuades through concise but vivid language 2) Effective graphic presentation, which is critical to how long- form documents are received

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WRITING TIPS WHEN YOU NEED TO PERSUADE Keep it simple. Build for speed. Cut ALL hype. Show don’t tell .

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Graphic Guidelines for Documents Build in headlines for sections and subheads Use a lot of white space to rest the eye - short paragraphs are especially helpful Use a very readable typeface See additional recommendations from: “ A Graphic Designer’s Advice on Good Presentation” ( pp.182-183 )

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Writing an Executive Summary

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Executive Summary (ES ) Tell a complete, self-contained story. Aim to accomplish everything in one to two pages. Focus on what the reader will care most about. Craft a strong lead. Use all the skills you’ve been practicing: clear, simple sentences, action verbs, avoid passive constructions . Make a clear recommendation supported by evidence. Expect to revise the document several times.

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Writing a Business Plan Clarify your goal . Consider your primary and secondary target audiences . Choose an appropriate tone. Examine the tone, format, and content of successful plans – note the most effective combinations. Figure out your content . C onsider your audience. Think about what your audience will want to know. Address any objections they may have.

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Classic Business Plan Outline: An Example Cover Sheet Executive Summary Table of Contents Statement of Purpose Business Description Products and Services Market Analysis (Customers, Competition, Marketing strategy) Management Operations Financial Plan Appendices

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Writing a Proposal (Formal Response to an RFP or General Business Document) Consider your audience - find out as much as you can about the organization and the people who will review what you write. Crystallize your communication – Use simple language and make sure all sections add up to a complete, compelling story. Make sure the finished proposal’s organization corresponds exactly to the RFP (Request for Proposals) Review Chapter 18 of WFB for examples and checklists

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Writing a Presentation: Creating and Using PowerPoint Documents PowerPoint and similar software programs have evolved into two different uses : As a presentation aid, for which it was designed As a tool for stand-alone communication, for which is was not designed

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PowerPoint for Presentation PowerPoint is best seen as a way to add visual dimension to a speech. A speech is a direct interaction with an audience.   You must : Engage the audience Persuade the audience Involve the audience Generate follow- up Create a positive image of you, the messenger

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The key to presenting well with PowerPoint is to plan and write your presentation as a speech . You need: an engaging opener a single major focus a clear sequence of ideas and facts stories and anecdotes to perk people up and reinforce memory a strong close to pass the “say-ability test ” to rehearse

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What role does that give PowerPoint? Use it to: Add visual color and images to illustrate information (relevant images and photographs, easily absorbed tables, charts and graphs) Provide cues to keep yourself on track when speaking Reinforce important points you want the audience to focus on See p. 226 of WFB for specific guidelines.

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Assignments for this week: Interactive: Practice Opportunities V. Graphic Interpretation (p.211). Submit file and/or scan of original document. Submitted to Instructor: Complete Practice Opportunities IV. Write a Persuasive Letter or E-mail (p.186)

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Reading for Week 6:   Chapters 10 and 11 of Business Writing in the Digital Age Chapter 14 of Write for Business

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Week 6 Topics Business Writing for the Online Audience: Websites, Blogs, and the Social Media

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