Transcripts
1. 1 Introduction: The world has become a global workplace where people belonging to
different ethnicities, races, wheels and exploit
these work together. Therefore, it has become
essential to improve your communication
skills to move up the career ladder and
work collaboratively. Business communication can be verbal, non-verbal and written. And writing is the most
important part amongst them. Business writing is a form of professional communication that typically consists
of memorandums, e-mails, letters, and other documents usually found
within the work environment. Business writing helps employees
communicate efficiently. Business writing
is also used for communication with
outside sources, such as the company's
our customers. The goal of the business
writing is to clearly define to your audience what you're
trying to portray. Welcome to the course on the art of professional
business writing. What exactly is
business writing? The DOM business
writing refers to memorandums, reports,
proposals, emails, and other forms of
writing used within an organization to communicate with internal and
external audiences. Business writers write
to get their work done. Every time one starts
writing a business document, asked these primary questions. Who is mighty leader? What do I want the
reader to know or do? In this particular course, we will touch base with all the important aspects of professional
business writing. And we'll try to cover the entire lecture series with these particular
important topics. Understand the basic concepts of professional
business writing, different types of
business writing, principles of clear writing, different modes of persuasion,
whether it communication, the art of personal
business writing, business correspondence skills, client correspondence, issues. And last but not the least, the tips for online
business writing. Remember, positive
business relationships are the key to the
success of a business. And one of the ways to establish such relationships is frequent communication
and interaction, which often entails writing. Suggest, as in the case, with any other Does anyone
who is extremely good at business writing will be respected and valued
within an organization. What are you waiting for? I'm super excited to see
you inside the course. Let's get started.
2. 2 Types of Business Writing: Now that we are introduced to the concept of
business writing and understood what
business writing is all about in the
introduction section. Now let us understand the
types of business writing. Business striping
basically falls into four different categories. Instructional, information,
persuasive, and transaction. Let's look at them one-by-one. Instructional business writing. Now, Instructional business
writing basically provides the reader with the information needed to complete a task. The task may become published immediately or it may be something for the
future reference. Now this type of
document must break down a process in two steps that are understandable
to the reader. The written record must account for reader's knowledge
of the area, the scope of the task while
integrating variations are potential problems that might arise while executing
the instructions. The examples of
an instruction in business writing
are a user manual. User manual is basically
a guide which is focused on allowing the
customer to use a product. Not effective user manuals are crucial to a good user
experience and a happy customer. User manuals are often considered bite of
technical writing, which is very closely related to business
writing as well. Specification. The specification is
a technical document which provides an outline
of a product or a process that allows it be constructed
or reconstructed by an unfamiliar but
knowledgeable user, enabling effective distribution. And last but not
the least, memos. A memo is nothing but a
short notification of new information shared within a large group in
an organization. The memo may include
direct instruction. It'll be a reference on how
to complete future tasks. Informational business writing. Now not all business
writing requires action. A large volume of
writing is created for reference or just records. This category can
include some of the less glamorous but
still essential documents. Classical examples of
informational business writing, our report. Perhaps the bulk of informational writing
is report writing. Organizations rely
on reports to act, to communicate business
and technical information, to capture work
which has completed, to record incident, to finalize projects,
and recommendation. Reports are also used
to act as an archive. A well-written report allows
the reader to easily grasp the content and if applicable,
make informed decisions. Financial dashboards. Financial dashboards
are documents that outline the financial
state of the company. These statements provide
physical snapshot of the company or within
a defined period. Minutes of the meeting. Minutes of the meeting
are nothing but a summary of the
proceedings of a meeting. A record of discussion, decisions and assignments
for attendees and others. Pursue isn't business writing? When people think of
business writing, they often think of a
persuasive writing category. These documents are generally
associated with sales. The persuasive writing,
maybe direct with focus on a specific item or indirect with the focus on developing
a client relationship. The goal is twofold to convey
information and to convince the reader that the
presented information offers the best value. The text is written to
impress the reader. And Swedish decision. Examples include a
business proposal. Now, these documents
outline an offer of a product or service to a
specified potential client. The proposal generally
presents project overview, benefit, timelines,
cost, and competency. A sales e-mail pitch, an e-mail which is written
to a large number of people to pitch for a
product or a new service. Press release. Press
release is basically a tax return for
journalists and media, which is presenting
new information. The text aims to persuade the reader to share the content through
their own channels. And last but not the least,
transaction business writing. Everyday communication falls under transactional
business writing. The majority of this
writing is through e-mail, but it also includes official letters,
farms, and invoices. These documents are used to
progress general operations. They are also used to
convey good and bad news, often associated with the
Human Resource Department. Examples include emails, the emails or document used
to quickly communicate information between
staff or client in an business
activity. A notice. Notice is the letter which
provides official contexts and procedural details
associated with employees. No matter what type of
business writing you use. Objectives of Business
Writing include, make an impression on
your target audience. Basic correspondence within
and outside the organization. Handle interoffice
communication, efficiently, handled company
communications with external clients professionally, customer communication
on regular basis. And last but not the least, handled social media
communications for branding and reputation.
3. 3 Principles of Clear Writing: William Z. Windsor, the
author off on writing, well, literally wrote a book on
writing ideas and broke down the entire concept into
few simple words, clarity. But the main idea
or message first, the author's first
is to be clear. If what you're writing is not
understood by the audience, then there is no
point writing it. For technical writing. Take it one step further. In everything you write. Purpose, audience, and
scope should also be clear. Regardless of how well you
are proses understood. They mean nothing without a
purpose, audience and scope. Lowpass, tell your audience
why they are reading it. Audience tells the reader
who you are writing for. Your audience determines
the assumptions brought to the document, which can affect readability. It also helps focus
a document to a specific angular scope determined what topics
you will cover. Without a clear scope. Some topics may be overlooked and others may be unnecessary. Detail. Simplicity. Keep jogging and other specialized
or technical language out of your content. It should be written
in elusive are easy language so that it
is clear to the receiver. Now the common practice
in business world dictates that the more
complex your prose, the smarter you are. This is never the case and is
usually counterproductive. Large words strung together
by complex principal can isolate your audience and
reflect poorly on yourself. As technical writers,
our job is to break concepts down to allow
readers to understand it. Writing relies on simplicity
of topic and delivery. No matter the topic, simplicity is always
better than complexity. Remember if no one
can understand you, your prose means nothing,
absolutely nothing. Brevity. Keep words, sentences,
and paragraphs brief, but complete in the content. Many writers forget
that document should only be as long
as the need to be. We are conditioned
to add fluff and explanation beyond
what is necessary. We learned to use
bigger words when smaller ones will do enough. We should all exercise brevity. Got the fat, got the lane, trim downwards until you used every word you need to
and not a syllable more. Humanity, right? Like you talk, means to write conversationally, connect with your reader, appeal to their emotions. Basically be human. The author makes a point
to remember humanity. In his case, he's emphasizing
the humanity of the author. He calls on us to write
in our own voice and remember that language
is a human expression. Logic. Something
has to come first, something has to go last. Several things usually
end up in the middle, one after another, in
a logical sequence. So maintaining a good
logic and flow is very essential for good
business writing skills.
4. 4 Modes of Persuasion: Let us get familiar with the
modes of persuasion now. Or 2 thousand years ago, a famous Greek teachers,
scientists, and rhetorician. Aristotle, taught his
students that there were three basic ways of convincing your
audience of something, or at least getting
your audience to listen to what
you have to see. We still use these
concepts today. And you will often
hear a toes, toes, and logos, referred to as the
three modes of persuasion. Ito's. Now it, those are the ethical appeal
means to convince an audience the author's
credibility or character. Now intos is the first
mode of persuasion. When the speaker takes a stage, they will either have a
toes are needed to earn it. For example, if a bathtub
button was to take the stage and began talking
about art of acting. He has a tos people know
that Mr. budget is an actor, is good artist craft. He isn't required to build
any kind of an authority, credibility, trust
with his audience. A player from a local
theater company is less likely to be known for their audience and may have to build echoes
with the audience. But Mr. button doesn't have
a toast on all topics. For example, if he has to take the stage and talk about
the game of cricket, he may have to build a toast
with his audience because they might not be aware that
he is a cricket fanatic. Mr. button would then have to talk about his
love for the game, going back to his high school. Recall his game with his schoolmates and his
love for the sport. Betas are emotional
appeal means to persuade an audience by
appealing to your emotions. Betas is particularly appealing, not pathetic in the way
we understand it today. And either it is suffering,
feeling, emotion, calamity. English words like
sympathy, empathy, a petty, are denied
from Plato's. Auto is used petals to invoke
sympathy from an audience, to make the audience feel what the author wants
to make them feel. A common use of petals would we do drop pretty
from an audience? Another use of petals will be to inspire anger from an audience, perhaps in order to
prompt an action. Betas is a Greek word for both
suffering and experience. Logos or the appeal
to logic means to convince an audience by the
use of logic or reason. To use logos would be to
cite facts and statistics, historical and
literal analogies, and citing certain
authorities on a subject. Logos is a Greek word for
the word word itself. However, the true
definition goes beyond that and can be mostly described as the world died by which the inward thought is expressed. Now in the next upcoming slides, we are going to look at
some classic examples of echoes, betas and logos. What I want you to do now is I want you to pause the
video for a while. Look at each of these pitches are the
write-ups that you see on your screen as
that will give you a better understanding
in terms of what ethos, pathos, and logos is all about. A classic example
of Ito's that you see on your screen is taken from a Stanford
commencement speech by Steve Jobs on June 12th, 2005. Kindly pause this particular
video and have a look at it. I'm assuming that you pause
this video and gone through this particular speech that
was delivered in 2005, that would have given you a better understanding in terms of what it
shows is all about. Let's move on and look
at our next example. Now what you see on your
screen is a writer taken off from the most famous speech by Martin Luther King in 1963. I have a dream. Kindly pause this video and take a look at what
he had to say. This is one of the classic
examples of petals. I'm assuming you must
have gone through this and now you know what
betas is all about. Let's look at our
last example now. The write-up that you
see on your screen has been taken up from the
economic outlook and monetary policy by Ben
Bernanke in August 2010. Kindly pause the video, have a look at it and get a better understanding in terms of what logos is all about.
5. Lesson 5 Personal Business Writing: Hello and welcome back. In this particular lecture, we will be talking about tips on personal
business writing. And our focus and
emphasis will be on writing a good resume
and a good cover letter. When it comes to
applying for a new job, your CV, or your resume, it would just be the ticket
to get you that initial for the door and
secure an interview. But how do you
ensure that you are assuming is added to
the interview pile? It, rather than being
drawn into, it has been, putting together a successful
resume is very easy. Once you know how to
incorporate the five principles of clear writing in every sphere of your
business writing. Let's look at how
do you go ahead and create a good resume it first, first of all, get
the basics right. There is no right or wrong
way to write a resume in, but there are some common
sections you should cover. These include personal
and contact information, education and qualification,
work history, experience, and relevant skills to the jobs in the question. Also mentioned your
own interests, achievements, or hobbies,
and some references. Look for the keywords
in the job posting. The best place to start when
preparing to write a resume is to carefully read the job
posting that interests you. As you apply for different jobs, you should study each job
postings specifically, look out for the keywords. Not sure what the employer is looking out in
an ideal candidate. And try to include
those keywords in your resume wherever
it is relevant. For example, if you
are applying for a job as a medical billing gooder, an employer might list
keywords like Gooding, claim submission, compliance,
and ER management. Pay particular attention
to anything listed in the sections labeled as
requirements and qualifications. And if you have the skills that the employers are looking for, you can add the
same terms to your assuming in the experience
or the skills section. Make it simple and easy to read. It as you may, samples should be simple and straightforward. This is because employers have
minimum amount of time to review your assuming
readability is the key. And this also means selecting
a clean and readable font. Because employers have only a short time to
review your resume. It should be as clear and as
easy to read as possible. You should use Glean font like
Arial or Times New Roman. Keep your font size
between 1012 points. Selecting a clear
and readable font will make your resume may
appear more professional. Include only the most
relevant information and put most important
information first. While you might
have extensive work or educational experience, It's important to keep
your resume it as brief as possible without leaving
out key information. Hiring managers don't spend a lot of time reading
each and every resuming. The research has shown that
hiring manager tends to spend only six
seconds per resuming. If you had a zooming includes old and irrelevant
information In such as jobs we do at ten years back or minor degrees
and achievement, it made distract the recruiter from the key information
in your resume. So try to include only work
experience, achievements, education, and skills which are most relevant
to the employer. Use of active language. Your resume should
be written using active language without
any extraneous words. This means using
power words such as achieved, completed,
and accomplished. If you are assuming is too long or seems too hard to read, you might consider making
sentences shorter. Our ideas more concise, drive attention to relevant
and important achievements. Instead of listing
your job duties under the experience section, select your top three or four
most important achievements in each role you've held. Wherever possible, include
the numbers that measure your success for that particular
goal and achievement. You might also consider including a separate
achievements or skill section to specifically highlight relevant achievements
in your education. Barrier, volunteer work
or other experiences, tailor the CV to the rule. When you have already
established what the job entails and how you can
match each requirement. Create a CVE specifically
for that rule. Remember there is no such thing, such as a genetic CV. Cv you send to the
potential employer should be tailored to that rule. So don't be lazy and hope that general CV will work because actually it doesn't create a unique CV for every
job that you apply. You don't have to
rewrite the whole thing. Just add up a few
details here and there so that they're relevant to
the job that you're applying. Including the references. References should be from someone who has employed
you in the past and can vouch for your skills and experience if he had
never worked before. If you're okay to use a teacher
or a tutor as a referee, try to include two if you can. Last but not the least, always keep your CV updated. It's crucial to review your
CV on a regular basis and keep on adding any new skills or experiences that are missing. For example, if you've just done some volunteering or
work on a project, makes sure that on your CV, potential employers are always impressed with
candidates that go an extra mile to boost their
own skills and experiences. Let's talk about
cover letters now. Although it seems like writing anything
longer than a tweet is going to be of the dodo
governed letters still matter, especially if you don't
have a recruiter or a direct introduction
to the hiring manager. Compelling cover letter can be the thing that grabs
the reader's attention. And chairs how your career
story lines up with what the company is
actually looking out for. Your chance to show fit, as well as an opportunity
to give the reader a hint of your style
and personality. The government or is a tool
to help introduce yourself in a memorable personal Louis
during a job application. Let's check out this
brief checklist of the most important functions
of a cover letter. Cover letter is used to draw
attention to specific skills and experiences that make
you an ideal candidate. It mentioned that I
live in skills and personal qualities that
assuming may not illustrate. It also explains why you
would love to have the job in question and how it advances
your personal career goal. Now let us also talk about
some of the tips that one should keep in mind when
drafting a cover letter. Because it will show you've done the research
on the company, its mission, and
its key leadership. Modify as per the job relevance. Don't use the one size
fits it all cover letter template for all the
positions you apply for. If you do, you're
missing out the point. Only a letter that's
targeted to the job at hand will make a
positive impression. Write a cover letter employers can't ignore by tying it to the elements of the
job that matches specific skills and experience. What are they asking for that
you are especially good at? Those are the points to
stress in a cover letter. Just as important, gather facts, figures that support your claim. For example, if you are applying
for the managerial rule mentioned the size of teams and the budgets that
you have managed. If it's a sales role, describes specifically the
sales goals and targets that you have achieved in
corporate achievements. Do not forget to give a brief description about your large achievements
in your cover letter. In addition to
highlighting your talent, you can further personalize
your cover letter by demonstrating your familiarity with the specific industry, employer, and the
type of position. Use keywords from
the job description. Many employers use the resume
air filtering softwares that scan for
keywords and evaluate how closely the resumes
and cover letter mask the preferred
skills and experience. That means your cover
letter should incorporate key phrases you've identified
in the job description. If they're honestly matched with your background and strength. During the writing process, review qualifications In such as the type of degree required, the number of years
of experience needed, specified software
skills, organization and communication abilities and project management
background. Last but not the least, proofread and call for action. Once you've convinced
that you've made a strong argument
for your candidacy, It's time to
proofread your work. Typos in the zooming signal, carelessness in a casual
attitude to an employer. Even a single
typographical error can damage your chances
of landing the interview. After you've given you a
letter of final polish, ask a friend with
strong grammar, punctuation, and spelling
skills to review it. Consider providing a copy
of the job posting to your friend who can make sure that you've hit
all the right spots. Always in your cover letter
with a call of action.
6. Lesson 6 Business Correspondence: Let's look at business
correspondence now. Let us try to understand
how does one go ahead and draft a professional
business letter? No matter what the
context of the letter is, there is a definite format
and a pattern that one should follow while drafting a
business correspondence, e-mail, not email,
maybe a quick and convenient way to relay
daily business messages. But the printed business
letter is still the preferred way to convey
important information. A carefully crafted
later presented on an attractive
letterhead can be a powerful communication
tool to make sure you are writing the
most professional and effective later possible. Use the business letter
format and template, which is shown on this
particular screen. And follow these basic business letter
writing guidelines. Select a professional
letter head. Select the professional
letterhead which is designed for your
small business. Your business letter is a
representation of your company. If you want it to
look distinctive and immediately
communicate high-quality. Whenever drafting an email, create the letter within a pre-designed color
letterhead template, and then bringing the
entire piece quickly and beautifully on a Xerox
color printed if needed, use a standard format. The most widely used format for business letter
is a block state, where the text of the entire
letter is justified left. The text is single-spaced, except for double-space
between the paragraphs. Typically the margins, it around one inch on all sides
of the document, which is the default setting for most of the Word documents. Decide what type of
letter you need to write. Business letters have a
sender and the recipient. The sender can be the
person or the group. Recipient can be another
person or a group. Depending upon the sender's
reason for writing, there are several
types of letters. And letter can be a
letter of complaint, it can be an inquiry, letter of apology, or just some kind of a means
of communication. If you look towards
the right-hand side of this particular screen, you will observe that at the top of the screen you
can see your name. Either it will be your name. If it is an individual
who's sending the letter, Audit will be the
name of the company. Just below it is the
address of the sender or the address of the company or the organization
wherever it is located. Next in the queue
comes the date. The date usually is written on the top left-hand
corner of the screen. And there is no rocket science
in knowing that the date is nothing but the date on
which the letter was drafted. Sender's address. Just below the date, you would go ahead and
add the sender's address. You can write it in
the top right or left. Gardner don't
include your name or title because these will appear at the end
of your letter. Anyways, if you haven't
mentioned the date earlier, just leave an empty
line and write the date just below
the sender's address. If you're writing to accompany
in the United States, remember to use the American
date format, month, date, and your space
before the salutation. Just leave another
empty line and then write the
recipient's title, name, position, and
address if needed. Pay attention to the titles. We use Mr. foment. This for unmarried women
and Mrs. for married women, it is always safer to use NS for women just
in case you're not sure that they are married or unmarried, use
appropriate salutation. Started the lecture with the right salivation depending on whether you know the recipient and how will you know that? In American English, we usually use a colon
after the salutation. Informal business
letters, introduction. Now begin the body of
the business later, just do spaces below
the salutation. Now, each paragraph
should be single-spaced and justified to the
left margin of the page, which double-spaced
separating each paragraph. It is acceptable to double-space the text of the letter when
the body is very short. This is done purely for
cost particular reasons, giving the letter a more visually balanced
appearance on the page. In such instances, it is
appropriate to indent the first line of each
paragraph as well. Now, we will go ahead
and emphasize on the importance or the
main point of the letter. And also include the reason. We will emphasize on reasons and necessary objectives of drafting
this particular e-mail. Call for action if needed. Now state what the
reader needs to do and what you will
do to follow up. A call for action is
an invitation for the user to take
some desired action. You often see Call
to Action examples in persuasive writing. Once a brand has made its case
in a blog post or a video, for instance, then often include a call to
action at the end. Use a proper occlusion. The complimentary
close is a place to space below the last line
of the letters body. Customary expressions
used to close the formal letter
include thank you. Sincerely, sincerely
yours and yours truly. Less for my expressions
such as regards, best regards, and best wishes. Only when the writer is
addressing the business associated that is also
a friend when they, whenever the expression contains stewards, such as thank you. Only the first word receives
an initial uppercase letter. Always remember, a coma will always follow all
complementary closures. Last but not the least, close the letter with your signature or just
mentioned your name. And finally, if
it is an official or a business letter
and if need be, also include your designation. Let us now go ahead and look at some of the examples
of business letter. Let us have a look at the appreciation or
a thank you letter. I want you to go ahead
and pause this video over you and go through this
particular letter once, twice or maybe tries. And also go ahead and refer to the previous slide if needed. And try to understand how all the different elements
that were mentioned on the previous slide have
been appropriately used in this particular
email format as well. I hope you must have caused this particular video and
gone through this image. The next in the queue
is an inquiry email. I would 1 second
recommend if you pause this video and go through
this particular e-mail. I'm assuming that you
have pause this video and at least going through
this particular e-mail twice because that will give
you a clear understanding in terms of how to go ahead and draft a professional
inquiry readymade. Let's look at complaint email. Once again, pause
this particular video and read this email carefully. I hope you must have
gone through this. Let's look at our last example, a letter of apology. Pause this video and go through this later at least twice, because that will give you
a better understanding in terms of how to
go ahead and draft email in these kinds of situations where you
have to apologize for something that did not go well within the organization with your client or anything which is related
to your business. I hope you must have
positives video and gone through this
particular e-mail. In our next lecture, we will try to go ahead and
understand how do we communicate sensitive
issues to employees, clients, and other
business associates by using professional
business writing skills.
7. Lesson 7 Breaking a Bad News: Hey, welcome back. Let us now learn The Subtle
Art of breaking bad news. Communicating negative
news is a fact of life for all business
professionals. From rejecting job
applications to telling customers that their
shipments will be late, to turning down
speaking invitations. Bad news messages are
challenging to write because we know our readers will not be
happy to receive the news. Now these messages
say no to the reader. Know you will not get
your loan. Oh, you are. And not being hired. No. You don't get
that scholarship or you aren't accepted
in the business. Remember that when you
need to deliver bad news, you have five different goals. One, to convey the bad news due to gain acceptance for it. To maintain as much goodwill as possible with your audience. Don't maintain a good image
for self or organization. And last but not the
least, if appropriate, to reduce or eliminate
the need for further correspondence
on the same matter. Bag news means the reader
will not be able to accomplish his or
her certain goods. For example, without a load, a student may have to
postpone plans of graduation. Because now the person
has to go back to work to start raising the money. Let's look at the
steps of drafting a subtle bad news email. Stop and think. Then planning your message. You can't avoid the fact that your audience does not want
to go or do you have to see to minimize the damage to business relationships and to encourage the acceptance
of your message. Analyze the situation
carefully to better understand the context in which the recipient will
process your message. Try and use polite language. Be sure to maintain your
US attitude and strive for polite languages that emphasize the positive whenever possible, if your credibility hasn't been established
with an audience, layout, your qualifications for making the decisions
in question. Introduction with a buffer. The first step in using the indirect approach
is to write a buffer. A neutral, non-controversial
statement that is closely related to the
point of the message. A buffer establishes common
ground with your reader. Moreover, if you are
responding to a request, a buffer validates that request. Some critics believe that
using a buffer is manipulative and unethical and
sometimes even dishonest. However, buffers are unethical only if they are insincere. Deceptive. Showing consideration
for the feelings of others is never dishonest. Emphasize unimportance,
and give reasons. And effective buffer serves as a stepping stone to the next
part of your message in which you build up
the explanations and information that will culminate
in your negative news. The nature of the
information you provide is similar to that
of the direct approach. It depends on the audience
and the situation. But the way you portray this
information, the first term, any portrayal in
the direct message, because your reader doesn't
know your conclusion yet. An ideal explanation
section leads reader your conclusion before you
come right out and say, now state the bad news. Now that you've
laid your reasons thoughtfully and logically, and now that readers are psychologically prepared
to receive your bad news, you can state the reality while constantly emphasizing
how much you related to the current
situation and have to break it after checking all
the available options. Provide alternatives
if available. Emphasis what you can
do or have done rather than what you cannot do, use
persuasive communication. So you get your point through. A classic example would be, we must deny your application. I'm sorry, the position
has been filled. I'm unable to grant
your request. However, you can
always contact us again whenever we
have new openings, you have established and
achieve the necessary criteria is to fill the position
close on a positive note. As with the direct approach, the conclusion of the
indirect approach is your opportunity to emphasize your respect for your audience. Even though you've just
delivered and unpleasant news, expressed best wishes without ending the falsely a beat node. If you can find the
positive angle that's meaningful to your
audience by all means, consider adding it to
your conclusion as well. However, don't try
to pretend that the negative news didn't happen or that it won't
affect the reader. Suggest alternative solutions if such information is
available with you. Let us look at the
example of a bad news. I want you to pause this video, look at this email very carefully and try to
understand how the elements that have been explained in the previous slides
have been made used in a very subtle manner in this particular e-mail
when it was drafted. I hope you must have
paused this video, gone through it maybe
twice or thrice. And that might have given you some better understanding
in terms of how to use your professional
business writing skills in these kinds of sensitive situations where
you even might have to go ahead and break a
bad news to your audience. Now let us look at the do's and don'ts of breaking a bad news. Always be clear and
provide the context. Keep your information
short and concise. Stick to the office culture. Don't try to beat
around the bush and proofread your email
before you send it. Never use caps or
color fonts while drafting an email that you
are communicating a bad news. No reply to all,
unless necessary. Be very thoughtful in using
your choice of words. No usage of abbreviations like Your to be any kind of
WhatsApp language inch. No personal correspondence? Absolutely no personal
correspondence with any recipient of the email, even before or after
sending the e-mail. Last but not the least, no usage of instant messages, social media for drafting and communicating any
sensitive information.
8. Lesson 8 Client Correspondence: Now let us understand why business writing
is so important, inclined correspondence. When you manage a
seemingly infinite number of customer service emails, it's easy to lose sight
of why each one matters. However, to the people
on the receiving end. A single interaction can make or break their
customer experience. E-mail affects everything from repeat purchase rates
to lifetime value to how someone talks about your brand privately
and publicly. Given its centrality to not
only support management, but do your business as a whole, you use brand identifiers. Identifiers are logos,
stylized, text, or unique features that help identify one item from another. Companies use identifier's
to ensure that there is no doubt as to what product
is in front of their eyes. Brand identity is a visible
element of a brand, such as color, design and logo, that identify and distinguish a brand in the consumer's mind, brand identity is distinct
from brand image. The former corresponds
to the intent behind the branding and the way the
company does the following, as to cultivate a certain
image in customer's mind. The twos's it image,
designs, its logo, uses colors, shapes, and other visual elements in its
products and promotions. Graphs the language
in its advertisement and drains employees to
interact with customers. Brand image is the actual
result of their effort, successful or
unsuccessful business. God's interested in
knowing what people do before buying
products and services from an unfamiliar company. They verify the legitimacy
of the business and to verify the look in concrete
details like who you are, what you can do for them, where are you located
and how to contact you? What better way
than to introduce your business then by
distributing a business God, professionally designed
business cards can boost the legitimacy of your
business in seconds. The let others know that you are serious and ready for business. They also build awareness
of your business. Social media interactions. Social media is dominance
of the Internet has created unique opportunity
for companies to build strong relationships
with their customers. 78% of businesses have dedicated teams for their
social media platform, like Instagram, facebook,
Twitter, and Snapchat. These social media
platforms allow businesses to connect more professionally and
personally with their customers and
potentially grow a large consumer base through
channels that produce a high ROI than more
traditional campaigns. Business that actively
communicates with their customers can improve
brand loyalty and gain competitive advantage
over their competitors who do not take the time to listen and respond to customers requests,
suggestions and inquiry. Here are some very important
email correspondence tips. Whenever you are
dealing with a client. Personal touch. Personal service is a synergy of the Customer Support world. A buzzword used way too often without thinking what
it actually means. While first, email
templates are helpful, personalization can really come down to making your
customers feel like they're doing
business with a human and not accompany a
customer service. Email isn't just an interaction. It's a conversation
between two humans by introducing yourself
to the customer and using their name, as well as showing your face, you create a far more relatable customer
service experience. Never misspell the customer's
name them for their time. Simply saying, thank you
to your customer can be a very powerful way to strengthen your
relationship with them. This evening.
Gratitude doesn't just change the way we
think and feel. It changes the way we
behave for the betterment. Did they give you
feedback? Say thank you. Did they give you a report? Say thank you. Did they give you a
compliment? Say thank you. Did they complain about your
service in the social media? First, hang them, and
then attend the Jquery. Always make your customers know how much you
appreciate their feedback. No matter the tone
or the content. Always be to the point where
in customer service you have to give them what they want and what they
are looking out for. Not answers, not pages
that contain the answers. I'd say that the
right way to do this is answered your question
in detail first, and then certainly add a resource link at the
end of the response. Always use a simple language
and a striking Leo. In customer service,
every message you send should inspire confidence. You want the customers to know that they are in safe hands. You want to tell them
you have a solution. In customer service, emails, you want to be clear
like crystals. Tell them exactly what
you're going to do for them. Tell them how they can
reach you again in future. Always check for
grammar and spelling. Blenders will always
pull you down. It's hard to look like an
expert problem-solver. When you overlook little things, make sure you check
spelling errors in your emails
before you send it. You can use tools like Grandma leave for
this purpose or even Microsoft Word for things
more than the spelling. If you are not confident
about the grammar, just show it to
your closes grammar Nazi colleagues and
get their input. Similarly, if you are
sending a link or a good, make sure that they are working. And always check to see if you have attached the document. You promised that you will attach right points in
order of the importance, a lot of customer service
emails looked like haphazardly placed set of instructions written by
some careless teenager. I'm sure you've seen
them to such emails rather than helping the customer make their lives more difficult. So before you go ahead and write an email to your customer, pause for a moment and think about how they
are going to look at this information and what
will be the initial response. Important information
in the PS section. Ps means postscript
from locked-in postscript to also
known as written after. It's a chance to add
one more talk to you, a message after you've
finished writing it saved us indeed of a 100 and letters
when clever thoughts often came just after we
had signed the letter off. And given that 90% of the people read the PSS before
the letter itself, this e-mail marketing
technique is a must drive for those willing to boost
customer experience and sales. Always tell them
how to contact you. And last but not the least, take complete ownership of the correspondence that
you are doing right now. Any correspondence that
you've done in the past, and also any correspondence that could be possible
in the future.
9. Lesson 9 Online Business Writing: Let's talk a little bit about online business writing
before we wrap up the course. Social media dominance of
the Internet has created unique opportunities
for companies to build strong relationships
with your customers. 70 to 80% of the
businesses have dedicated teams for the assertion media
platforms like Instagram, facebook, Twitter, and Snapchat. These social platforms allow businesses to connect
more personally with your customers
and potentially grow a larger consumer base. Two channels that produce
a higher return on interests than most
traditional campaigns. A business that actively communicate with their
customer can always improve brand loyalty and gain
competitive advantage over their competitors who
do not take the time to listen and respond
to consumer requests, suggestions, feedbacks, and inquiry's social media
dominance of the Internet has actually created unique
opportunities for companies to build strong relationship
with their customer. Yet are some of the tips that I would like to
share before I wrap up this lecture series,
engage your audience. As mentioned earlier, social
media platforms allow businesses to connect with their consumers and fan
following on a personal level. And then it also helps
them potentially grow their consumer base
over a period of time. And that in turn, helps them produce
a higher return on interests than most
traditional campaigns. Although well-known
brands tend to have more substantial following
on social media, all businesses can connect
and grow their followers by effectively leveraging the
power of social media. The goal of social media for businesses is to
grow your audience, to encourage existing customers
to engage and to convince everyone to buy their products rather than their
competitors products. The most efficient way to ensure that your content
is resonating with your consumers is
to include them in the decision about what
kind of content you post. When you are consumers
play an active role in the type of campaigns
that you're running, the better chance your content
is going to be shared, liked, commented
on, and repost it. It's not just about promotions. If you flood your social
media page with posts exclusively promoting your
product or businesses, followers will not respond well. There'll be less likely
to share and like your content and they just might unfollow you in the future. Although the primary goal of
your social media page is to market your business and
grow your consumer base. The content on your pitch should not solely focus
on your business. It is important to add
value to the lives of the customers and give them the reason to care
about your feed. This bond, timely. Business that actively
communicates with their consumers, can provide brand
loyalty and can gain competitive advantage over
their competitors who do not take the time to
listen and respond to consumer requests,
suggestions add inquiry. By creating a profile on
social media platform, businesses provide
opportunities for consumers to submit,
request or inquiry's. It is important to
be thoughtful and timely when responding
to your customers, but it's funding and communicating with
customers via social media. This will sit good and
demonstrate loyalty, which will produce
repeat visits. Be visible. The digital world is fast-paced, constantly changing
and providing immediate employs more
than ever before, It's crucial that your company's
profile is easy to find. You simple profile limbs, easily recognizable pictures and tags that relate to a trademark, symbol or staple of
your organization, and that will help people
easily recognize your page. The simplest way to do
this is embedding links to your social media outcomes on the homepage of your website. Last but not the least, make the interaction
rewarding and fun. Most people use social
media mainly for their own entertainment as a means to connect with
friends and socialize. Humanities, a golden,
universally connect with people. Posting jobs, memes,
GIFs, video, eclipse, and other enticing
content will help keep customers engaged and have them sharing your posts
with their friends. Social media has become one of the most influential
aspects in our world, which is a very powerful thing. Companies should avoid
making social media page to aimlessly oval with
meaningless content. Instead, social media
content should add value to consumers life between positively
benefit your business, your relationship with your
customers on social media, my team frequently
difficult to navigate. So don't get discouraged because it challenging for everyone.
The Guruskool, Data Analytics & Business Intelligence Leader
