Executive Writing Skills for Managers THIS PAGE INTENTIONALLY LEFT BLANK ii Better Business English Executive Writing Skills for Managers Master word power to lead your teams, make strategic links and develop relationships Fiona Talbot London and Philadelphia Publisher’s note Every possible effort has been made to ensure that the information contained in this book is accurate at the time of going to press, and the publishers and author cannot accept responsibility for any errors or omissions, however caused. No responsibility for loss or damage occasioned to any person acting, or refraining from action, as a result of the material in this publication can be accepted by the editor, the publisher or the author. First published in Great Britain and the United States in 2009 by Kogan Page Limited Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned addresses: 120 Pentonville Road 525 South 4th Street, #241 London N1 9JN Philadelphia PA 19147 United Kingdom USA www.com © Fiona Talbot, 2009 The right of Fiona Talbot to be identified as the author of this work has been asserted by her in accordance with the Copyright, Designs and Patents Act 1988.
ISBN 978 0 7494 5518 7 British Library Cataloguing-in-Publication Data A CIP record for this book is available from the British Library. Library of Congress Cataloging-in-Publication Data Talbot, Fiona. Executive writing skills for managers : master word power to lead your teams, make strategic links, and develop relationships / Fiona Talbot. Includes bibliographical references.
English language--Business English.4’53--dc22 2009016005 Typeset by JS Typesetting Ltd, Porthcawl, Mid Glamorgan Printed and bound in India by Replika Press Pvt Ltd Dedication I would like to thank my family, friends and clients for their support throughout my career. It is a wonderful fact that, by sharing experiences and lessons learnt, we all learn from each other, to our mutual benefit. Special thanks must go to my dear husband, Colin. I would like to dedicate this series to him – and to my son, Alexander, and my daughter, Hannah-Maria.
And to my mother, Lima. THIS PAGE INTENTIONALLY LEFT BLANK vi Contents Preface xi Introduction 1 1. English as a language of global communication 3 Defining readers, customers and audience 3 Your audience can be anyone and everyone 4 Cross-cultural differences in writing 4 Office guidelines and house style can help 7 The four-way mirror approach 11 Writing for exporting 14 One-upmanship 16 Your checklist for action 19 2. Writing in English: support your people 21 English as the language of the boardroom 21 Helping you communicate across borders without building frontiers 22 viii Contents Help your staff 27 Diversity in writing: key points to consider 29 Your checklist for action 31 3.
Why we communicate commercially 33 Why we write in business 33 Effect on performance 35 Ideal communication 36 The Word Power Skills system: four easy steps to success 36 Correct for purpose: your mission, vision and values 38 Quality in business English 40 Accountability 43 Your checklist for action 44 4. Word Power Skills 2.0: interacting with readers as customers 45 The importance of Word Power Skills 2.0 45 How you view readers 46 Constructions that may confuse your readers and customers 47 Simplicity can impress 49 Writing customer service 50 Tone 57 Dealing with written complaints 58 Your checklist for action 62 5. Adapt: stay ahead or stay behind 63 Identify the right words for today 63 Sometimes you need to ‘unlearn’ things 66 The i-generation: the impact on writing 67 Updating 68 Correct timing 69 Your checklist for action 70 Contents ix 6. Time is money 71 What this means 71 Complex writing isn’t always apt – or clever 72 Sense or nonsense 74 Good transitions improve fluidity 75 English dictionary syndrome 76 Write a brief before you commit to action 77 When acronyms can become the problem 79 Save and back up 81 Your checklist for action 81 7.
Helping you write those documents 83 The mechanics of writing: how signposting will help 83 Reports and executive summaries 85 Manuals and instructions 86 Agendas, meeting notes and minutes 88 Converting speech into writing 92 Writing recruitment campaigns 95 Outsourcing your business English writing 97 Your checklist for action 98 8. Writing to lead, inspire – and change 101 ‘People’ words and change 101 Jargon, including management speak and legalese 104 ‘Everyone is equal’ versus hierarchical systems 108 Use the right words to motivate 108 Burying good news 111 Your checklist for action 113 9. Writing e-mails 115 Setting standards: corporate policy 115 How e-mails can impede performance 117 Tone and etiquette 119 Text messages: not always appropriate 121 x Contents The politics of address lists 122 Prioritizing urgency 126 Mistakes in others’ e-mails 127 E-mail writing skills in spoken skills environments 128 Your checklist for action 129 10. Feedback and performance reviews 131 How to give feedback in English 131 Feedback ratings: other differences 135 Your checklist for action 138 Conclusion 139 Preface How this series works – and what it is about There are three books in the series, designed to improve your confidence and competence in writing English for global busi- ness.
They are designed on three levels, to fit in with the three stages in the business cycle. My central philosophy is this: writing business English ef- fectively for international trade is about creating clear, concise messages and avoiding verbosity. But the fewer words you write, the more important it is that you get them right. Book 1: How to Write Effective Business English This book assumes that you know English to intermediate level and provides effective guidelines.
It deals with real-life xii Preface scenarios, to give you answers that even your boss may not know. It uses a system that also gives you the building blocks to take you to the next level in the cycle of success, set out in Book 2. Book 2: Make an Impact with your Written English This book will take you a further step forward in your exec- utive career. You will learn how to use written word power to promote and sell your messages, as well as ‘brand you’.
You will learn how to make your mark writing English, whether for PR, presentations, reports, meeting notes, manuals etc. And for cyberspace, where English is today’s predominant language. You will learn how to deal with pressing challenges that you need to be aware of. And how to write English that impresses, so that you get noticed for the right reasons.
Book 3: Executive Writing Skills for Managers This book deals with the English business writing you need at the top of your career and focuses on writing as a key business tool. It gives amazingly valuable tips on harmonizing the English that you and your teams use (for example, for evaluation performance) – tips that you quite simply have not seen before. It also introduces the concept of Word Power Skills 2.0 – for unified English business writing that keeps everyone in the loop. Preface xiii The importance of business English today Increasingly, English is the language of choice used in multi- national gatherings.
It may not be the predominant language of the group, but it is the most likely to be understood by the majority – at least at basic level – so becomes a powerful tool for communication and inclusion. You may have to unlearn some things you learnt at school Writing English for business today is highly unlikely to be the same as the writing you were taught at school or university. Apart from getting your punctuation and grammar right, the similarities often end there. This series works with the business cycle The series highlights the essential role business writing plays at every stage in your career path – and alongside the cycle of business in general.
Figures 1 and 2 show how this works. I describe below how it relates to the three phases. Phase one: joining an organization or setting up your own business English business writing needs at the outset of your career: a CV, letter, job application, start-up plan or business plan, routine business writing tasks. xiv Preface Manager Boss Owner Training and development CV Job application Start-up Figure 1Figure The 1:business cycle: The business from cycle; from the individual’s the individual’s perspective perspective Mastery, wow factor It is often sensible to Fine tuning recheck the basics if you are unsure.
Foundations: Basics Fundamentals Pillars Building blocks Figure 2 The business cycle: from the business writing Figure 2: The business cycle; from the business writing perspective perspective Preface xv As you start your career, you need to understand how to get the basics right. You need to understand how to write correctly, how spelling, punctuation and grammar matter. You will not get to the next phase in your career – the pitching phase – without getting the basics right. Phase two: you develop through knowing how to harness word power Your developing English business writing needs; making impact in everything you write in English; personal self- development or other training.
Great business English writing will generate ideas and sparks that capture readers’ attention and take your career forward. Powerful writing can sell your proposals so well – weak writing can do the exact opposite. Phase three: mastery of written word power enables you to shine and lead English business writing needs at the height of your career: mastery of written word power required for leadership, to shine as a manager, boss and/or owner. You do not get to the top by blending in.
You have to build bridges, shape outcomes and lead through word power. You need to express your ideas in writing – so use business English that makes readers want to buy in. The series is an easy, indispensable, comprehensive guide It is an essential tool kit to keep by your desk or take on your travels. Dip in and out of it as and when you need the answers it provides, to help you shine in all stages of your career.
xvi Preface So each of the three books aligns with the business cycle and supports your development and perfection of writing English for business to gain the competitive edge – because the development of the written word goes hand in hand with, or even is, the business cycle itself. Get results! Just take a look at my methods, focus on the elements that apply to your business writing and make sure they become an intrinsic part of your real-life performance. This series does not take you away from your job; it focuses on your job and uses word power as a free resource. All you have to do is harness this – and enjoy the benefits of immediate results and sustainable improvements.
Good luck on your journey to success! Fiona Talbot TQI Word Power Skills www.com Introduction By the end of this book you will know how to write business English to take you to the absolute forefront of global business. You will understand how simply expressed facts are the best understood, even where the most complex subject matter is involved. You are probably conversant with the concept of Web 2.0, in which the web is an interactive, two-way process. This book develops the concept of written Word Power Skills 2.0 to show that actually, interaction is essential in all your written business communication.
You will write English that engages buy-in and keeps everyone in the loop.