• Recognize the role of thorough planning in effective writing
• Understand how to write a business message by using an outline
• Understand how to revise a business message to improve its tone, clarity, and accuracy

The Writing Process

Writing a message that is consistently well received can become a habit, but it can be hard to achieve. The three-part writing process ensures the best outcome each time.

1. Planning
2. Writing
3. Revising

Planning Business Messages

While this whole module is about writing, most of the thinking about what you are going to write happens before you compose a single sentence. Planning and outlining is where your analysis and organization get done so that when you’re ready to write, all you have to worry about is sentence structure, word choice, and tone.

Remember those school days when teachers required outlines before you could start writing your paper? Creating those outlines gave you a transferable skill that’s valuable in many jobs and industries. An outline serves as a road map for what you’re going to write, and it aids in improving your writing habits. Unlike in school, they do not need to be formally typed and numbered; they can exist on a notepad or Post-it on your desk. However, using your word processor’s outlining function is a great way to keep organized and makes cutting and pasting easy if you want to rearrange your order.

You-view in Planning

First, determine how the receiver of this communication likely feels about the communication: positive, neutral, or negative. Focus on what the receiver feels based on the receiver’s situation. Do not factor in “How I’d like to hear this news.” The receiver has not researched this message, might not have heard parts of the topic before, or might not have the same background you do. The receiver may have a different work responsibility and may need background to fully appreciate the communication. Factor all of that into your audience analysis. This is you-view planning. The you-view thinks about what the receiver wants and needs to understand.

Planning is the key first step in the writing process because it enables the writer to begin thinking about how the final product will be created and evaluated. It is the first step in establishing your accountability and reliability as a writer. Remember that when you are writing for a corporation or organization, your writing lives on as a business record and reference. Solid planning leads to a reliable final product with a well-defined topic that will eventually be presented in a succinct thesis or hypothesis.

Organizational Structure

Earlier in this module, three audience types were introduced: positive, neutral, and negative. These audiences may receive positive, negative, or persuasive messages. All messages contain three or four blocks:

1. News: Whether good news or bad news, the message states its point clearly. The receiver should clearly understand the news unambiguously.
2. Reasons: The reasons section supports or explains the news. This is the needed detail to aid the receiver’s understanding or action.
3. Goodwill and Action: This is the closing paragraph where the sender provides a brief, sincere remark designed to continue the working relationship. The closing paragraph is not finished without some detail or reminder related to the purpose of the communication, or call to action.
4. Buffer. This is usually only found in negative and some persuasive messages. A buffer starts a message where the reader is likely to be on the negative side of the continuum by warming the reader to the topic, but not laying out the entire outcome of the message.

Depending on your audience’s reaction, you will place these blocks in a different order:

Positive Message Outline

The basic organizational outline for a positive message uses the blocks introduced above in that same order: news, reasons, and goodwill and action. The blocks are the labels of the outline section where the writer collects notes and thoughts on that part or paragraph. With these notes, the writer can write the entire message without stopping to look for details.

In this example of a positive message, assume the sender is confirming the receipt of a duplicate shipment and has agreed to provide credit.

Organization Block	Purpose	Notes for the Message
News	With a positively inclined receiver, the main idea is in the first paragraph, the first sentence. The reader wants to know something and is receptive, so the writer should just say it.	credit due 3/31
Reasons	This is the body of the message that contains the details supporting the news	“The Leadership Experience” duplicate received. Invoice attached. Credit processed against acct 234-2345
Goodwill and Action	Acknowledge any effort or relationship with the receiver. Confirm any commitments.	She sent clear details. Should see on April statement.

Negative Message Outline

The generic organizational outline for a negative message uses the three blocks from the positive message but in a different order. The negative message outline also adds the buffer block at the beginning. 

In this example of a negative message, assume the sender is delivering the bad news about a delay in the promised ship date of a book. The receiver needs this to prepare for a two-week training conference but didn’t order it early enough.

Organization Section	Purpose	Notes to write message from…
Buffer	Starts the message by being on topic, but not clearly laying out the news. It is important to start neutrally to avoid getting the reader’s expectations set too high.	Been a customer for many years.
Reasons	This is the body of the message that contains the details supporting the news. Reasons must have the you-view. Avoid mentioning policy or rules as this just encourages the reader to escalate to a higher level of management.	Very popular title. good quality takes time.
News	The bad news is stated directly, yet gently. Offer any offsetting news, if possible. Avoid apologizing. It can bring on legal guilt in extreme situations. In many cases, the sender’s company did nothing wrong. If truly necessary and in alignment with company policy, then apologize.	book delayed by 7 days. focus on her receipt added free shipping.
Goodwill and Action	Avoid sounding trite but express interest in continuing the good relationship. Confirm the delivery date.	past good experiences. delivery April 5 Notice there is missing punctuation and capitalization. These are only notes, so those issues will be cleaned up in the following steps.

Persuasive Message Outline

The simplest understanding and approach to persuasive messages is to determine how likely the receiver is to comply with the sender’s wishes. If the audience is positive, then follow that outline. For negative audiences, you need to use a different approach.

Positive Persuasive Message Outline

It is helpful to approach this type of message with the marketing concept of Awareness, Interest, Desire, and Action (AIDA).

1. Attention: Begin with a statement or question that grabs the reader’s attention, focusing on the positive outcomes or benefits of the proposed action or change.
2. Interest: Generate interest by detailing how the proposal aligns with the reader’s needs, values, or desires. Use relevant examples or statistics to bolster your argument.
3. Desire: Increase the reader’s desire for the proposed outcome by emphasizing the positive impact on them or their organization. Highlight benefits, potential rewards, and positive changes.
4. Action: Conclude with a clear call to action. Be specific about what you want the reader to do next and make it easy for them to comply. Provide all necessary details for the action you are requesting.

Negative Persuasive Message Outline

For a persuasive message that may be received negatively, you will want to use a different approach.

1. Context and Understanding: Start by acknowledging the reader’s situation, demonstrating empathy and understanding for their perspective. This builds a foundation for trust and receptiveness.
2. Reasoning and Explanation: Present the reasons for the negative message clearly and logically. Explain the rationale behind the decision or action, focusing on facts and avoiding blame or emotional language.
3. Alternative Solutions or Compensations: Where possible, offer alternatives or compensations for the negative news. This shows that you’ve considered the impact on the reader and are willing to support them through the transition or disappointment.
4. Action and Forward Movement: End with a positive note or a call to action that looks to the future. Encourage the reader to see the potential for positive outcomes despite the negative news. Provide clear steps for what comes next or how to make the best of the situation.