Business Writing Objectives

Merging your personality and business writing: building your own style

Tips

• you are unique and your personality will give you your own independent rapport with your readers. Always remember that you represent the company/person (which could include yourself) by which/whom you are employed.
• you represent the brand, so as much as you will bring yourself to the table, it has to be the professional interpretation of yourself.

Translating your personality traits into your customer service strengths and style

At Confident Communicator®, we believe that your unique combination of personality traits can be translated and developed into strengths as a writer. Think about characteristics or personality traits of yours that you value, or are proud of. Please download and complete the following table:

Perceptions

Gather four different peoples’ perceptions of you: include your own perceptions of yourself and interview three other people.

An action plan for creating desired impression

Business email format

Tip

Remember that you are representing your brand through your email writing. It is important that you construct your emails in a professional manner.

Writing effective emails

Before you write anything, you should ask yourself three questions:

1. To whom am I writing?
2. What do I want to achieve?
3. What response time is required?

The structure and content of your email will depend on your recipient. For example, in-house (or internal) emails will be more informal (although still professional) than emails to customers. Use words wisely to communicate your attitude in both the content of your email, and within your verbal communication.

1. Use short sentences for simple instructions or questions.
2. Present your facts clearly and logically.
3. Each paragraph must follow logically on from the preceding one.
4. Clarity and consistency is very important in business writing.

Business Email Format

Cc

If you use Cc for copying in other people, they typically assume that they merely need to know about the information in your message; they do not necessarily need to respond to it.

Subject line

As it is important for your readers to know what to expect from your email, take care to create a useful subject line. State the point of your email as concisely and clearly as you can. For example, your subject line might read:

Meeting with Mr Briggs postponed till 2 p.m.

Attachments

If you are sending attachments in your email, indicate what these attachments are.

Please find attached… / Attached you will find…

If you are sending more than one attachment, it may be useful to use bullet points and quote the file names.

Structure

Be aware of using structure to create a professional impression in your emails. Most emails will follow this structure:

1. Greeting
2. Icebreaker
3. Main message
4. Details of actions required and any relevant timeline information
5. Closing remarks
6. Sign-off

Greeting

Always include a greeting before the main body of the message. The formality of your message will depend on who you are writing to, how well you know the individual and what the purpose of your email is.

Dear … (as in a traditional letter) is always a good way to start, especially during initial correspondence. Later, depending on the familiarity between you and your reader, you may want to progress to Hi or hello … Be aware, however, that the expectation is always to maintain a professional tone, whether you are dealing with an internal or an external communication.

Email etiquette for addressing recipients

1. It is generally acknowledged that one uses “Dear First Name or Mr./Ms + Last Name” when approaching someone with whom one is not familiar. Increasingly, it is both legally and culturally recognised that Gender-inclusive writing, which avoids references to gender whenever possible, is becoming standard practice in correspondence. It may be useful or even essential to apply gender-inclusive guidelines when writing to the following audiences:

• Individuals whose gender is unknown;
• Non-binary individuals (that is individuals who do not identify with either the masculine or the feminine gender);
• A diverse group of people (so that no one feels excluded).

It is important in today’s culture to be aware of non-binary pronoun titles and how to use them.

Pronouns include:

• They
• Their
• For example:

I’m corresponding with you re the proposed meeting with Mx Seabe. They (instead of she/he) would like to propose Tuesday at 2 p.m at their (instead of his/her) office. Would this be suitable for you?

Titles include:

• Mx: is a title commonly used by non-binary individuals as well as those who do not identify with the gender binary. Among all other gender neutral titles, Mx is the most commonly used pronoun and is accepted by government and other organisations internationally.
• Ind: stands for Individual, and is a newly created gender neutral title. This title may be more appropriate for those who do not feel Mx meets their gender neutral standards, as Mx can sometimes be taken to stand for “mix”. Ind was created to be entirely free of gender, thus making it a better option for agender and gender nonconforming persons.

Some people may be open about how they identify and which pronoun they prefer. For those about whom you are not sure, it is best to either ask them directly, or speak to your HR manager.

2. If the recipient is unknown one can also use “Dear Colleague/Homeowner/Valued Customer etc
3. For an email exchange –take note of what the recipient writes and follow suite, for example:

• if the recipient responds to your first email with “First Name only” in their signature after you used Dear First Name or Mr/Ms/Mx/Ind + Last Name to address them, address them with Dear First Name only in your next communication.
• reciprocate – if the recipient continues to address you formally then ensure that you respond accordingly.
• “To whom it may concern” may be used when sending to a generic email address eg.info@confidentcommunicator.co.za.
• if the recipient is known to be female, address her as Ms + Last Name – this applies to both the married (Mrs) and the unmarried (Miss)

What’s Your Pronoun?; Dennis Barton, 2020. Liverlight Publishers; London.

Icebreakers

Email can be a cold and abrupt medium of communication. An icebreaker can be a highly effective tool in building relationships.

• After your greeting, use an icebreaker to achieve greater warmth and a personal connection, no matter how formal the register.
• The type of statement you choose will depend, as usual, on the context. To whom are you writing your email? What is the purpose of your email? How well do you know the person?
• When possible, it’s always good to personalise your icebreaker without being over-familiar.

Designing Your Ice Breaker

Think about your objective for this correspondence. Essentially you are asking: what “ice” do you want/need to break?
Think of someone to whom you often send emails, and write a personalised, professional icebreaker:

For example:
I hope you enjoyed your holiday.
I trust your recent conference went well.

Think of a stranger who you may email for work, and write a warm, professional icebreaker:

For example:
Thank you for contacting us.
Thank you for your email.

The Message

Tips

• make the goal of your email very clear.
• take your cue from your subject line – keep it informative.
• ensure your message is tightly written.
• your most important information should be included in your opening sentence (the sentence following your icebreaker).
• it is preferable to cover one main topic per email – however, if you do have more than one topic to address, ensure that you separate each new topic structurally (start each topic in a new paragraph, potentially with the use of simple headings).
• if you have a few different points to make and a lot of information to convey, make sure that you break up your message into separate elements.
• your sentences must be clear and concise.
• use short paragraphs, positive words and a traditional format.
• if you want your reader to take action after reading your email, be clear on the actions needed.
• remember that an email is not an sms text message.
• text message short hand is not acceptable in email – it is important to write all words out in full and not to use short cuts.
• to reflect professionalism, it is important that your email is grammatically correct and includes accurate. spelling and proper use of punctuation (capital letters, full stops, commas, etc).
• re-read your email as many times as you need to and make sure the message is clear.
• remember that emails can be used as legal documents so treat them with respect and attention to detail.

Timeline and/or action required response times

• Prioritise external e-mails as a form of customer contact and respond in appropriate timeframes.
• Prioritise internal e-mails as supporting colleagues in assisting customers and respond in appropriate timeframes.
  before signing off, ensure that there is no confusion about what will happen next.
  e.g. The accounts department will contact you at the agreed call back time of 15:00.

Email sentence structure

Good writing requires good sentence structure. Poorly written emails not only confuse the reader, but may also alienate them.

Sentence variety tips and techniques

• read your email aloud – be aware of the rhythm and flow of sentences – note whether the sentences are too long and repetitive.
• focus on varying sentence length (use simple, complex and compound sentences).
• avoid cramming too much information in one sentence –long sentences may be wordier and unnecessarily convoluted.
• simple ideas warrant simple punchy sentences.
• complicated ideas may need a longer sentence, but can be broken up into a combination of simple, complex and compound sentences.

Examples:

Employees have complained about the lack of affordable local eateries. It has been decided that a subsidised canteen will be built onsite.

These two ideas may be combined in a number of ways creating a different rhythm, emphasis and style.

Version 1:

Employees have complained about the lack of affordable local eateries so, we have decided to build a subsidised canteen onsite.

Version 2:

Employees have complained about the lack of affordable local eateries; therefore, we have decided to build a subsidised canteen onsite.

Version 3:

We have decided to build a subsidised canteen onsite because employees have complained about the lack of local, affordable eateries.

Version 4:

As employees complained about the lack of local, affordable restaurants, we have decided to build a subsidised canteen onsite.

Closing remarks

Just as the Icebreaker needs to communicate warmth, so the closing remarks need to assure the recipient of your professionalism and goodwill. Framing your email with courtesy can make all the difference to the tone of your email – include an appropriate icebreaker at the beginning, and a warm, friendly courteous statement at the end. In some cases, the closing remark can combine with the action required.

For example:

I look forward to hearing from you.
Please do not hesitate to contact us should you have any questions.

Closing remarks with reference to future contact:

I look forward to hearing from you next week.
I look forward to meeting you next Monday.

Sign off

The following options have become popular and generally accepted as sign-offs in business emails:

Warm regards,
Kind regards,
Best regards,

Email signature

Ensure that the signature is attached to your email. You may have to add it manually or there may be an application that does it automatically.

Email signature should include a combination of the following:

• your full name
• your job title
• the name of your company or organisation
• your direct-line telephone number and/or mobile number
• your organisation’s telephone number
• your organisation’s web address

Proofreading and Spell check

• proofread before sending!
• it is advisable to use spell check; on most computers, if you press f7 you will access this function, however, spell check cannot replace your proofreading.
• spell check must be set to UK English.

Read and decide whether the suggested change is correct or not.
Read for sense – do not automatically accept spell check and grammar suggestions (if ewe where two leaf you’re proofreading up too spell cheque, ewe may encounters Major problems).

Confident Communicator Tip:

Always add your recipient last. Doing so ensures that you won’t accidentally send your email before it’s ready.

Your email checklist

Style

• employ professional, yet simple, vocabulary – plain language.
• use specific language and vocabulary to communicate your point.
• use an objective and unemotional, yet warm, tone.
• use specific facts and actual occurrences to create understanding.

Tone

Tone refers to the attitude that the writer seems to have. If the reader thinks the writer is angry/happy/excited/worried/etc, they are reading the tone of the text.

• Ensure your tone suits the context and the person to whom you are writing. Always ensure that the tone is also professional and appropriate to the message.
• Consider these words: busy, crisis, failure, forget it, I can’t, it’s impossible, waste, difficult.
• Now consider these words: helpful, good question, agreed, together, useful, I will do my best, mutual, opportunity, looking forward.

What’s the difference?

The words you use show your attitude to the content of your email (and give an impression of your attitude in general), so choose your words carefully. Use words that carry a serious, but solution-orientated tone when the issue is serious. Similarly, use words that carry excitement when there is a new opportunity or development; and so forth.

Possible email tone interpretations in the following messages

Emails are quick, efficient, and one does not have to engage in live, real-time emotional responses to the message. Unfortunately, emails eliminate the most valuable information of any face-to-face conversation. Without important non-verbal cues, our imaginations will fill in the blanks.

If the message is ambiguous, people will automatically read the most negative emotions and intentions into it. Your reader will fill in the gaps.

1. What was written: If you don’t get that to me by 1:00 pm today, we’re going to miss our deadline.

Tone Interpretation: Hey dummy, we’re going to miss the deadline and it’s your fault.

What could have been written: Today’s 1:00 pm deadline is particularly critical. It’s very important that I get your feedback by then, so we can deliver to you on schedule. Thank you for your assistance.

2. What was written: That’s not what we agreed to in our meeting.

Tone Interpretation: I know you weren’t paying attention so let me set you straight.

What could have been written:  In taking a look at my notes, I have come to a different conclusion.  Would you have a few minutes for us to talk on the phone and clarify this today?

3. What was written: yep

Tone Interpretation: I’m really busy.

What could have been written: Yes.

To convey your intended email tone, tips:

• email helps you to manage a relationship remotely.
• adjust your level of writing formality to match the relationship with your reader.
• lead with an icebreaker such as: “I hope you enjoyed the long weekend,” or “I’m looking forward to working with you on this project.” 
• take the time to craft the email to make sure your message has the correct intended tone.
• do not use text speak like “lol” or “btw.”
• do not use emojis in business communications – use carefully chosen words instead.
• be careful with Cc’s and Bcc’s.
• be aware that a person who is blind copied (Bcc) may reply, forgetting that they were a blind copy.
• all CAPS is the same as shouting at someone.
• if you are not sure about the tone of an email, have someone else read it and give you feedback before you send it.
• if in doubt, park the email in your draft folder, come back and re-read it a couple of hours later before sending it.
• know when to pick up the phone or meet face-to-face to discuss an issue.

Confident Communicator top 10 tips to avoid negative tone in email conversations

Conflict tips

If the tone of the customer’s email is hostile, ensure that you do not reflect their tone in your response. Do not write in anger. As a brand representative, you need to curb any negativity. Use a tone that helps diffuse the situation and promotes a positive outcome for the customer’s journey.

• most customers prefer a quick response acknowledging that their issue is being looked at.
  • for example, “your enquiry has been received and we/I will get back to you as soon as possible.”
• timelines and speed have a direct correlation with satisfaction.
• it is critical to establish early that the customer’s request matters.
• follow through after the initial response and ensure that the customer’s request is dealt with.

1. No negativity in the subject line

Negative subject lines will have a negative effect on your reader before they even read your email.

Example subject line

Practical exercise

Think of instances in your daily work life where conflict/frustration might arise and devise examples of how you would shift it within a subject line:

2. Reader-centric focus

Always remember the person to whom you are writing. It is important to be personable but the style of your email communication will vary according to whom you are writing. In reporting back to a customer that there is a delay in the project, keep it simple. The customer does not need to know the details of the technical reasons resulting in the delay; they simply need to be informed of the delay and when the project will be back on schedule.

3. Avoid extreme adjectives

The key here is to be personable but professional. The tone should be composed, not intense and emotional.

Avoid phrases like:

It is really unfortunate; I deeply regret to break this news; and there is a huge effort involved; it is too late; it is extremely urgent.

4. Negative words to avoid

Avoiding negativity is paramount. Negative words may alienate your audience and create tension and even strain business relationships.

Following are the few words you may like to avoid:

Never, unavoidable, uncertain, fear, mistakes, problems, irresponsible, unfortunate, bad, faults, delay, limited, failure, neglect, difficult/difficulties, hesitate, trouble, unclear.

5. Use a positive tone to convey negative information

Consider how receptive you are to the negative news emails. You definitely do not want them in your inbox nor do they give you any good feeling. So turn a negative tone into a positive tone.

Examples of how to achieve this:

6. Deliver negative news in context

• Ensure that you do not start your email with negative news nor do you leave it till the end of the email.
• Set out the context and the reasons and then deliver the negative news.
• Consider placing the negative news in the middle of the email body.
• After breaking negative news, always set out positive alternatives so that you are pro-active. Do not over promise, be realistic and give deliverable alternatives.

7. Set out what can be done instead of what cannot be done

Always be constructive and focus on what can be done instead of on what cannot be done.

• Instead of using words such as: limitations or constraints– use: possibilities or opportunities.
• Instead of mentioning faults, discuss differences.

8. Avoid the blame game.

Avoid being the person in an email thread pointing fingers. Make use of passive voice when referring to an unhappy incident or mistake, as it is more subtle.

9. Be pro-active

Instead of having back and forth emails and waiting for people to request action items, be pro-active and offer timelines and solutions. This will reduce the number of emails to which you need to respond.

10. Always proof read before hitting send

• Make a habit of scanning through your emails before sending them. Check that the content generates the right kind of response/impact: news/information acknowledged, action taken, immediate response, request being functioned.
• Check the recipient’s list to ensure that you are sending it to the intended individual and not out as a group mail.

In order to be effective, personable and professional in our email communication it is important to develop sound simple practices.

Register: How formal should I be?

How could you improve the tone of these sentences to sound more professional?

Internal and external communications

External and internal communications need to adhere to the principles of good business writing practices.

Let’s come up with some distinctions between how you choose to communicate internally and externally:

Response time benchmarks

What is your usual response time benchmark?

• for email, people generally expect a response within 24 hours.
• for social media, the recommended benchmark is to respond in 60 minutes or less.
• make sure your customers feel heard by responding promptly.

Live chat writing (with customers)

The medium of live chat is becoming more prominent in customer service dealings. Communicating over live chat can be different from interacting with a customer in person, on the phone, or over email. Sometimes, customers can misunderstand what you’re trying to say because communicating through text can leave more room for the incorrect interpretation. However, that doesn’t mean you have to spend hours contemplating every word you type.

Follow these chat etiquette tips to help give customers excellent service

• don’t keep your customer waiting.
• when it comes to live chat, the faster your response time is the better the interaction will be.
• be professional.
• introduce yourself at the beginning of the live chat in order to make the customer feel more comfortable.
• use correct grammar and spelling.
• don’t use internet shorthand abbreviations such as: brb or btw.
• don’t attempt to make jokes.
• don’t type in all capitals.
• jargon or technical terms should be kept to a bare minimum to prevent the customer from becoming confused.

Set reasonable expectations

• be honest and up front with customers about what you can and cannot deliver.
• as a live chat representative, you should be honest with your customer while seeking the next best alternative.
• avoid absolute statements – in some cases, you might be wrong.
• if you make a promise, make sure to deliver on that promise.
• you can share a planned response time only if it has been agreed with the individual handling the issue.
• in the event of negative news, place that news at the beginning of the interaction while “saving” the positive news for the end.

Be personal and listen

• avoid sounding like a robot and bring the professional upgraded version of you to the chat.
• use a friendly, personable tone.
• make sure to read and respond to information the customer shares in their initial chat instead of asking for details they has already shared.
• if the customer has been in touch repeatedly about an issue, review their past chats for background context.
• keep in mind that customers are probably not familiar with technical jargon.
• resist the urge to engage in a discussion that isn’t related to that problem – if the customer goes off track you should steer the conversation back to the issue at hand in a polite manner in order to maintain efficiency.

Communicate your status

• if you have to keep a customer waiting or can’t solve the issue right away, tell them what’s happening.
• answer the customer as quickly as you can – if you need more time, let them know you’re working on it and will be with them as soon as possible.
• keep the customer updated at all times as to what you’re doing.
• if you are unsure of what the customer is asking, check with a colleague before asking the customer to repeat it again.

Be sympathetic

• customers reaching out for support might be irritated by and feeling powerless because of the issue they are having.
• remember you are the link between your customers and your company.
• try not to take their frustration personally.
• do not make excuses for delays or for a wrong answer during a chat- try: “thank you for your patience.”
• make sure you apologise for any inconvenience and move on.
• if a customer is irate, instead of arguing, try to diffuse the situation.
• if a customer pauses in a live chat, it is important that you do not end the chat immediately.
• after getting no response, you will want to give your customer 2-3 chances to respond while they’re off-line.
• with each chance, be polite and helpful in your writing and allow for at least a couple of minutes before you end the chat.
• do not end a chat as soon as you think you have solved the issue.
• ensure you thank the customer for the time taken to discuss the issue, and ask the customer whether the issue has, indeed, been resolved, or if further assistance is needed.

Mastering the art of chat etiquette might seem like a difficult task to achieve, but with practice and the few tips provided above, everyone can become a chat pro in time. Just remember that whether on chat, email or phone, the ultimate goal is to provide customers with a great service experience. Once you keep that in mind, it will guide you to customer service success.

Emojis

The emoji was created when it became clear that digital interactions robbed communication of emotions. The medium was cold and this often resulted in the breakdown of relationships and opened up a minefield of miscommunication. The solution was the creation of the emoji, which literally comes from the Japanese “picture” (e) and “character” (moji).

To emoji or not to emoji – that is the question?

• the verdict is out on whether the use of emojis in chat is a good fit for customer engagement. The consensus at the moment is not to use emojis. This is a live-evolving area of business communication that is in constant flux and will need to be constantly monitored for relevance to your business sector.
• a few things to consider if emojis do become part of the protocol in the future are the following:
• gauge the tone of the interaction.
• ensure the customer knows you are taking the request seriously.
• be mindful of the nature of the industry: some industries are more formal than others.
• be conscious that your industry may deal with a range of different customers whose interactions might not match those of an emoji nature.
• be aware that emojis may be misinterpreted – what you intend to convey may be perceived differently by the reader.
• emojis may appear differently from one device to another thus altering the meaning of the emoji.
• there is also a generational divide: younger generations who are used to instant messaging, texting and chat, find it normal; whereas older generations tend to think less of it.
• if it is appropriate to use an emoji, choose the right time to use it and choose an emoji that will play into building a stronger emotional connection with the customer.