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Business Communications.pdf

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Course Code
COMM 101
Laura Allan

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Business Communications Tuesday, January 15, 2013 10:14 AM Key Concepts from Text - Natasha's notes Six Principles of Stickiness (SUCCESs Model) • 4 principles of business writing - Simple - convey message in a simple way • 3*3 Writing Process ○ Simple = core + compact • Adapting to Task and Audience … ○ Find core of message ○ Understand objective and audience  Commander's intent - no plan survives contact with enemy ○ Audience focus, "you" view, converationbut  Matter of forced prioritization professional, positive VS negative, courteous, □ Don't bury the lead - strip away to core bias-free language, plain language and familiar ○ Communicate the core words, precise and vigorous words  Use proverbs - simple but profound • Writing in Teams - not tested  Use existing schema - simplify sth complicated use what is ○ One voice through out writing already in people's minds  Use analogies  Use generative metaphors - Disney workers go into role in real life Key Concepts  Curse of knowledge - understand so well but expect others to • Create cluster diagrams - not tested • Organizing ideas - direct VS indirect pattern - not know the same tested - Unexpected - gets attention ○ Get audience to pay attention • Create effective sentences ○ Need surprise and interest - not regular logic ○ Commonsentence faults, preferring short sentences, emphasizing important ideas, ○ Violate expectations - make uncommon sense active and passive voice, dangling and ○ Be counterintuitive- uncommon sense  Nordstrom's - high end department store - train people to misplaced modifiers • Drafting powerful paragraphs perform at level they need to ○ Different paragraph plans, paragraph □ Tell stories of nordies ironing, wrapped presents, coherence (even flow and pattern) warmed up cars, etc ○ Generate interest and curiosity • Revising for conciseness ○ Flabby expressions, long lead-ins, unnecessary ○ Open gaps in knowledge - so they want to know more = get fillers, redundancies, empty words interest • Revising for clarity  Give context - let them know what they don't know ○ Fill those gaps ○ Short and simple, trite phrases, cliches and slang, buried verbs, excessive exuberance - Concrete - people understands better • Designing documents for readability (see flow of ○ Make ideas clear - have to get message across -> want more writing without reading = format & organization) ○ Fill with concrete images  Sour grapes - just b/c u can't get it => sour grapes (fox try to ○ White space, margins and text alignment, typeface, capitalizing, numbering, bulleting, get grapes) headings  Brown eyes, blue eyes - experiment: brown eyed are ○ Proofreading superiors -> they became far less prejudice  Hamburger helper - mom just want kids to accept meal and ○ Evaluating not variety - Credible - trust it more Communication that "Sticks" - Chip Heath and ○ Make them believe Dan Heath ○ External credibility - authorities  Experts - believable What Sticks?  Celebrities - want to follow role model - "Sticky = understandable, memorable,and effective
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