This program is an advanced level writing course that takes off from the first course - Write with Impact for Results. This covers the do's and don'ts of the more complicated messages that have to be written. The focus is on bad news messages (e.g. announce price increase, delay in shipment), demand messages (collection, discipline), conciliation messages (answering complaints), and persuasive messages (sales proposals, motivational messages, proposals to top management). If time allows, an introduction to the writing of corporate newsletters may be covered.
Dr. Rodolfo "DUPS' de los Reyes will discuss samples of complicated messages that could make the reader lose his much-needed client if he or she is not careful in terms of organizing and choosing the right words to express sensitive ideas. These include the difficulty of how to express a rejection or how to express a criticism, while at the same time not risking his or her situation in the competitive world of business.
Above all, the participant will learn to be a master of business language. He will be able to choose what words or phrases are best to use in complicated and difficult situations. Other writing situations such as writing corporate newsletters will be explored. This illustrates the situation where the business writer may have to compete with other reading that has to be read, and as such he or she will know how to capture the reader's attention and win the reader for life. This is the same situation in which the writer finds himself when confronted with writing a difficult message.
WORKSHOP OUTLINE:
Module I - Overview of Difficult Business Messages
A. Two Major Guidelines
1. Organizing Negative Messages
a) The P-N-P Approach (Positive-Negative-Postive)
b) Non-Direct Writing compared with Direct Writing
2. Word Choice for Negative Messages
a) KISS - Keep It Short and Simple
b) Other Meanings of KISS
B. Negative Messages
1. The Positive Buffer
2. Linking the Buffer to the Message
3. Explanations - objective word choice
4. How To Highlight Alternatives and "Equalizers"
5. Ending with a Positive Reassurance
C. Negative Message Applications
1. unexpected bad news (e.g. price increase)
2. audit reports
3. messages about delays
4. how to say "No" to an applicant or a request
5. performance appraisals
6. how to fire or resign in writing
Module II - Demand and Conciliation Messages
A. How To Express Demands in Writing
1. Tactful Expression of Demand
2. Clear, Objective, Straight to the Point Explanations
3. Adapting to the Context When Making an Appeal to the Reader
a) Direct to the Point Pro-Forma Requests
b) Persuasive Requests
c) Firm but Tactful Last-Straw Legal Action
B. Demand Writing Applications
1. Firing an Employee
2. Disciplining
3. Collection Messages
4. Witty and Creative Complaints
5. Flexibility and Innovation in Writing Complaints
C. Conciliation Messages
1. Writing Apologies or Statements of Understanding
2. Clear and Tactful Statements of Fact
3. Stating Action and Remedies
4. Positive Reassurances
5. Avoiding Negative and Routing Endings
D. Conciliation Writing Applications
1. Cases When You Cannot Admit Your Fault in Writing
2. Creative Strategies
3. Answering Complaints
4. Writing to Difficult People
5. Cases When There Is No Remedy Available
Module III - Persuasion Messages - Proposals to Clients and Top Management
A. How To Attract Readers from the Very Start
1. Using Layout at the Start
2. Using Word Grabbers
3. Adapting to the Readers
B. Clarifying the Reasons Why the Readers Should Buy
1. Citing Benefits and Advantages
2. Citing Proofs and Unique Selling Features
3. The Use of Visuals and Brochures
4. Credentials and Testimonials
C. The Trial Close and Call To Action
1. Specifying the Next Action Step
2. The Use of Assertive Words
3. Using Verbs for Action
D. Persuasive Writing Applications
1. Selling To Clients
2. Proposing to Top Management
3. Selling a Service
4. Application Letters
5. The Use of Verbals and Visuals on the Cover Page
E. A Special Sample of A Letter to a Client Who Refused to Pay and
How the Client Paid Sooner Than Expected
Module IV - Various Styles for Business Writing
A. How To Adapt Styles
1. Personal and Impersonal
2. Formal and Informal
3. Technical and Non-technical
4. Neutral and Feature
B. How To Balance Styles
1. Semi-Personal
2. Semi-Formal
3. Semi-Technical
4. Semi-Forceful
5. Semi-Neutral
C. How To Show in Writing That You Care
1. Positive Attitude in Writing
2. Courtesy in Writing
3. The "You" Attitude in Writing
4. Tact in Writing
5. The Use of Euphemisms
6. Sincerity through the "Positive Sandwich"
D. Strategies for Spiced-Up Write-Ups
1. Words That Appeal to the Senses
2. Figures of Speech (metaphors, similes, hyperboles)
3. Familiar Buzz Words (idioms, signature phrases, jargon)
4. Pistol-Swift Wit (puns, anti-climax)
5. Catchy quotations (epigrams, aphorisms, proverbs, quotes)
6. Neologisms (new words and word combinations)
7. Sparkling Sentence Structure (repetition, antithesis)
E. Corporate Newsletter
1. Layout Strategies
a) Planning the Pages
b) Focusing on the Front Page
c) Visual Appeal (photos, captions, color etc.)
2. Content and Reader-Bonding
a) Human Interest Write-Ups
b) The Use of Humor
c) Reader Involvement
d) Motivational Articles
3. The Write-Up
a) Headlines and Captions
b) Paragraphing and Word/Sentence Style
WHO IS RODOLFO "DUPS" DELOS REYES?
Dr. Dups is the only trainer in the country today whose qualifications make him the most respected and highly sought-after expert on the subject of Business Communication. He is equipped with a BA English CUM LAUDE, an MA English, and a PhD Communication - all from the University of the Philippines -- plus an MBA from the Ateneo Graduate School of Business, and his distinct record of having been the first Filipino English department chairman of English at the International School Manila.
Dr. Dups has been training corporate executives from different industries - from banking to manufacturing - nationwide and overseas (Asia Pacific), from Bangkok to Guam for the past 28 years. He has also taught in the academe, including the University of the Philippines and De La Salle Graduate School of Business, among others.
Workshop will focus on building your Business Writing Skills
and is limited to only 25 participants!
Rates per participant:
P15, 500 + VAT starting March 31, 2009 and paid within the assigned due date
P16, 500 + VAT for on-site payments
