THE COMMUNICATION PROCESS

1. Sender: The sender or the communicator is the person who initiates the
conversation and has conceptualized the idea that he intends to convey it to
others.

2. Encoding: The sender begins with the encoding process where in he uses
certain words or non-verbal methods such as symbols, signs, body gestures, etc.
to translate the information into a message.

3. Message: Once the encoding is finished, the sender gets the message that he
intends to convey. The message can be written, oral, symbolic or non-verbal
such as body gestures, silence, sighs, sounds, etc. or any other signal that
triggers the response of a receiver.
4. Communication Channel: The Sender chooses the medium through which he
wants to convey his message to the recipient. It must be selected carefully in
order to make the message effective and correctly interpreted by the recipient.
The choice of medium depends on the interpersonal relationships between the
sender and the receiver and also on the urgency of the message being sent.
Oral, virtual, written, sound, gesture, etc. are some of the commonly used
communication mediums.

5. Receiver: The receiver is the person for whom the message is intended or
targeted. He tries to comprehend it in the best possible manner such that the
communication objective is attained. The degree to which the receiver decodes
the message depends on his knowledge of the subject matter, experience, trust
and relationship with the sender.

6. Decoding: Here, the receiver interprets the sender’s message and tries to
understand it in the best possible manner. An effective communication occurs
only if the receiver understands the message in exactly the same way as it
was intended by the sender.

7. Feedback: The Feedback is the final step of the process that ensures the
receiver has received the message and interpreted it correctly as it was
intended by the sender. It increases the effectiveness of the communication as
it permits the sender to know the efficacy of his message. The response of the
receiver can be verbal or non-verbal.
TYPES OF BUSINESS COMMUNICATION
• Internal upward business communication is communication that comes from a
subordinate to a manager or an individual up the organizational hierarchy.
Every leader should enable information to flow upwards in order to have a true
understanding of the company’s operations.
• Internal upward communications usually include surveys, feedback, forms and
reports that employees deliver to their managers or team leaders.
• For example, a marketing report may include statistics such as total website
visitors, social media engagement or total leads generated.

• Internal downward communication flows from a superior to one or more

subordinates. This type of communication might be in the form of a letter, a
memo or a verbal directive.
• When communicating with employees, leaders should keep communication
professional and clear. Example, include a memo regarding a new company
operations procedure such as safety requirements and new regulations.

Internal lateral business communication happens among employees in the

workplace. Today, there are many different ways employees can communicate:
chats, messaging, email, employees communication software solutions.
• This type of communication happens more regularly than other types of
business communication. Moreover, frequent communication among
employees plays a crucial role in employee engagement and productivity.

• External business communication is any communication that happens with

external parties such as customers, prospects, vendors or partners.
• Unlike all the internal business communications types, external
communications happen on a less regular basis.
BARRIERS IN COMMUNICATION
TYPES OF BARRIERS

• Physical or Environmental Barriers: The barriers in the surrounding or in

the environment are the physical barriers.

（Example）
• Noise: Traffic Noise or noise of machines in a factory create disturbances in
communication.
• Time and Distance: Physical distances between people can create major
problems in communication. Time zones around the world are not the same.
Due to differences in timings between countries we have to adjust with the time
difference of that country.
• Defects in Communication Systems: Many times the instruments or machines
used in communication such as telephones, fax or computer can develop
problems. The internet network can fail or the microphone used in the
programmes can create loud noise. Due to excess rains or natural calamity it
becomes difficult to use the instruments properly. The interruption of electrical
power also results in communication loss or messages are not sent properly.
• Wrong Selection of Medium : Medium means the objects used in
communication eg. emails, mobile phones or telephones, etc. The correct
medium is necessary. The improper use of some mediums such as emails can
delay the messages.
• High Temperature and Humidity: Excess temperature or heat or cold
temperature create difficulties in communication.
• Many times human physical defects such as stammering, bad hearing, failure
of communication channels and bad handwriting also create misunderstanding
in learning the message.
• Language/Semantic or Linguistic Barriers ： Barriers arising due to
differences in languages, meaning of words, or pronunciation can create
confusion among the people. Linguistic means related to the language. Semantic
means the meaning of the words.
(EXAMPLE)
• Multiplicity of words: words can have different meanings. Word power is gift
to human beings but at the same times multiple meaning or spellings of the
words can create the problems in communication.
• Words with similar pronunciation but different meaning [Homophones] also
create problems in communication. E.g. Except-accept, fair-fare, council-
counsel, principal-principle, [etc].
• Jargon words [Technical words]used by professionals such as
Engineers/Doctors or any other professionals. Many times, jargon words are
used unintentionally. But common people or those who do not understand the
meaning of these words face problems.
• By-passed Instructions: Means many times short cuts are used while passing
the messages. Eg. A Manager ordered the newly appointed secretary to go and
burn the C.D. She literally burned it . He meant to copy the C.D.
• Psychological Barriers: Barriers or problems arising due to the stress or
psychological problems are psychological barriers.
• Due to status, old age and ego problems, psychological barriers are often
created. These are difficult to overcome because people do not accept that they
face barriers or they lack proper understanding to face the world.
• The following are situations or examples of psychological barriers:
1. Ego: `I’ attitude means “I am great” feeling can create barrier in mind. Ego
barriers create conflict in human relations.
• 2. Prejudice: bias[wrong opinion] about people on the basis of community,
caste, religions or on personal basis is very negative for communication.
Prejudice can hamper the communication.
• 3. Emotions and feelings : Emotional Disturbances of the sender or receiver
can distort[change] the communication .
• 4. Halo Effect: like or dislike about a person can create halo or horn effect. This
can affect communication.
• 5. Self Image: Positive or Negative image about self is the way of looking at
the world. Negative self-image can destroy or hamper communication . Such
people always think negatively and do not look at the things or events properly.
• 6. Filtering in Messages: Messages are filtered [ changed ]intentionally. We
always try to defend ourselves or protect ourselves during some problems so
that many times messages are changed by the inferiors.
• 7. Closed Mind : Most of the time our minds are closed or not able to learn
new things. With old age or change in attitude this problem is observed. This is
also a very common barrier in communication.
• 8. Status : Status create barriers in the employees . Higher or lower status
create obstacles in thinking or mixing with people. People keep distance while
communicating due to status barriers.
• 9. Perceptions :The way we look at the world or attitude determines our
communication strategy. Wrong or negative perceptions can create difficulty in
communication . People who have negative perceptions or think negatively look
at every thing or event negatively.
• 10. Poor Retention : ability to retain the message or remember is important.
But if it is poor, then communication becomes difficult.
• 11. Interest and Attitudes : Interests and Attitudes of people determines
communication strategy. Lack of interest or wrong attitude can lead improper
communication.
• 12. Day-Dreaming: Many students have habits of dreaming or thinking about
something else when some lecture is going on or talk is going on. This obstructs
the communication and messages are not reached properly.
• Socio-Cultural Barriers: Due to differences in social status or cultural
barriers many times we face difficulties in communication. These are socio-
cultural barriers.
• Different religious practices are followed around the world. Differences in the
culture can create misunderstanding in communication. Due to globalization
and liberalized policies in business, people around the worldare travelling and
working in multinational corporates or companies. This led to mixing or
intermingling between people But due to differences in language, religious
practices, dressing styles, food habits many times people get confused and are
not able to understand each other properly.
• The following are examples or socio-cultural barriers:
• 1. Concept of Time : The time is not perceived similarly across the cultures. In
Western culture time is important. In Asian culture time is taken leisurely.
• 2. Assumptions about social strata or caste system. Caste system is observed
in India. But in every culture some kind of differences in the society in the form
of religion, community differences or sects or class division is observed. We
should not always assume someone superior or inferior because of caste or
class system.
• 3. Etiquettes and Mannerisms: In every society or cultures different types of
mannerisms are observed. This includes rule of behaviours or how to follow
certain code of conduct . Different forms of address and salutation or different
methods of dressing [formal or informal wearing] are observed. This can be
confusing sometimes.
• 4. Food preparation method or serving methods are not the same. There are
certain expected norms of eating food in meeting .These are called dining
etiquettes.
• 5. Body Language[Non Verbal Behaviour] methods around the world are not
same.
• 6. Proximity[Concept of Space]differs from culture to culture. In some culture
close distance between people is not approved. In some culture close distance is
accepted.
• 7. Value system is not the same across the cultures. Values or good behaviour
or ethical principles guide our lives. But the methods of these value system is
not same around the world.

OVERCOMING BARRIERS
• Physical Barriers: By overcoming defects in communication system, by
controlling noise, physical barriers can be overcome to some extent. Though we
can’t overcome some physical barriers such as time , distance or defects in
machine, we can control physical barriers to some extent. Efforts are required
by all people to overcome physical barriers.
• Language Barrier: Lot of efforts are required to overcome language barriers.
There should be respect for any language before learning new language. It
requires a lot of effort to learn a foreign language. So learning the correct
pronunciation and accent and improving vocabulary [word power]we can
master a language. We have to improve listening skills and then the language
can be understood properly.
• Psychological Barriers: It is true that psychological barriers are difficult to
overcome or solve. There must be acceptance of one’s mistakes or limitations.
This will lead to understanding of human life. People do not accept their faults
or limitations. This leads to many problems. We have to be humble and
respectful towards other people. Many times the sender and the receiver are
not in proper frame of mind. So this creates problems in communication.
Misunderstanding, lack of interests, mental and physical disturbance can cause
problems because of that. Efforts should be taken by superiors and all reporting
people to overcome the problems.
• Socio-Cultural Barriers: These Barriers can be overcome by proper study of
other cultures. It is very much essential to learn new cultural values and
observing people and accepting their cultures. We have to develop open
mindedness in this regard. We have to understand the mannerisms of other
people.

WHAT IS NON-VERBAL COMMUNICATION?

• Behaviors and characteristics that convey meaning without the use of words
• Does not require words nor language
• Very much used in interpersonal communication – looks and actions often
speak louder than words
EXAMPLES IN WHICH NONVERBAL COMMUNICATIONS ARE USED
1. Expression of Emotion — emotions are expressed mainly through the face,
body, and voice.
2. Communication of Interpersonal Attitudes —the establishment and
maintenance of relationships is often done through nonverbal signals (tone of
voice, gaze, touch, etc.).
3. Accompany and Support Speech — vocalization and nonverbal behaviors are
synchronized with a speech in conversation (nodding one’s head or using
phrases like “uh-huh” when another is talking).
4. Self-Presentation — presenting oneself to another through nonverbal
attributes like appearance. Remember that the impression about you is not only
what and how you say. Non-verbal means in business communication play an
equally important role. At the same time, a negative impression is produced by
crossed arms on the chest (a sign of closeness, unwillingness to be sincere),
fidgeting in a chair, excessive gesticulation, but good posture, an open look at
the interlocutor, a friendly smile – they will say without words about your
location and interest.
5. Rituals — the use of greetings, handshakes or other rituals.
ADVANTAGES
• Easy presentation: Information can be easily presented in non- verbal
communication through using visual, audio-visual and silent means of non-
verbal communication.
• Substituting: Non-verbal message may substitute for the verbal message
especially if it is blocked by noise, interruption, long- distance etc. for example;
gestures-finger to lips to indicate the need for quiet, facial expressions – a nod
instead of a yes.
• Help to illiterate people: This type of communication use gestures, facial
expressions, eye contact, proximity, touching etc. and without using any spoken
or written word. So, it is very much helpful for illiterate people.
• Help to handicapped people: Non-verbal cues of communication greatly help
handicapped people especially deaf people. Deaf people exchange messages
through the movements of hands, fingers, eyeballs etc.
• Attractive presentation: Non-verbal communication is based on visuals,
pictures, graphs, signs etc. that can be seen as very much attractive.
• Quick expression of message: Non-verbal cues of communication like signs
and symbols can also communicate some messages very quickly than written or
oral messages.
• Reducing wastage of time: The message of non-verbal communication reached
the receiver very fast. For this reason, it reduces the wastage of valuable time of
the communicator.
DISADVANTAGES
• Vague and imprecise: Non-verbal communication is quite vague and
imprecise. Since in this communication, there is no use of words or language
which expresses clear meaning to the receiver.
• Long conversations are not possible: In non-verbal communication, long
conversation and necessary explanations are not possible. No party can discuss
the particular issues of the messages.
• Difficult to understand and requires a lot of repetitions in non-verbal
communication. Since it uses gestures, facial expressions eye contact, touch etc.
for communicating with others which may not be understandable for the simple
and foolish people.
• Costly: In some cases, non-verbal communication involves a huge costs. For
example, neon signs, power point presentations, cinema etc are very much
costly compared to other forms of communication.
• Distortion of information: Since it uses gestures, facial expressions, eye
contact, touch, sign, sound, paralanguage etc. for communicating with others,
there is a great possibility in distortion of information in non-verbal
communication.
FUNCTIONS (purposes) OF NON-VERBAL COMMUNICATION
• Nonverbal Communication Conveys Meaning
Nonverbal communication conveys meaning by reinforcing, substituting for, or
contradicting verbal communication. As we’ve already learned, verbal and
nonverbal communication are two parts of the same system that often work
side by side, helping us generate meaning. In terms of reinforcing verbal
communication, gestures can help describe a space or shape that another
person is unfamiliar with in ways that words alone cannot.
• Nonverbal Communication Influences Others
Nonverbal communication can be used to influence people in a variety of ways,
but the most common way is through deception. Deception is typically thought
of as the intentional act of altering information to influence another person,
which means that it extends beyond lying to include concealing, omitting or
exaggerating information.
• Nonverbal Communication Regulates Conversational Flow
Nonverbal communication helps us regulate our conversations so we don’t end
up constantly interrupting each other or waiting in awkward silences between
speaker turns. Pitch, which is a part of vocalics (paralanguage), helps us cue
others into our conversational intentions.
• Nonverbal Communication Affects Relationships
To successfully relate to other people, we must possess some skill at encoding
and decoding nonverbal communication. The nonverbal messages we send and
receive influence our relationships in positive and negative ways and can work
to bring people together or push them apart.
Nonverbal cues communicate intimacy and signal the connection between two
people. These relational indicators can be objects such as wedding rings or
tattoos that are symbolic of another person or the relationship, actions such as
sharing the same drinking glass or touch behaviours such as hand-holding.

• Nonverbal Communication Expresses Our Identities

Nonverbal communication expresses who we are. Our identities (the groups to
which we belong, our cultures, our hobbies and interests, etc.) are conveyed
nonverbally through the way we set up our living and working spaces, the
clothes we wear, the way we carry ourselves, and the accents and tones of our
voices.
• Our physical bodies give others impressions about who we are, and some of
these features are more under our control than others.

NON-VERBAL CUES (TYPES OF NON-VERBAL COMMUNICATION)

• Kinesics
The word kinesics comes from the root word kinesis, which means “movement,”
and refers to the study of hand, arm, body, and face movements. Specifically,
this section will outline the use of gestures, head movements and posture, eye
contact, and facial expressions as nonverbal communication.
• Facial Expressions
Our faces are the most expressive part of our bodies. Think of how photos are
often intended to capture a particular expression “in a flash” to preserve for
later viewing. Even though a photo is a snapshot in time, we can still interpret
much meaning from a human face caught in a moment of expression, and basic
facial expressions are recognizable by humans all over the world. For example
happiness, sadness, fear, anger, and disgust.
• Head Movements and Posture
Head movements and posture are often both used to acknowledge others and
communicate interest or attentiveness. In terms of head movements, a head
nod is a universal sign of acknowledgement in cultures where the formal bow is
no longer used as a greeting.
In these cases, the head nod essentially serves as an abbreviated bow. An
innate and universal head movement is the head shake back and forth to signal
“no.” This nonverbal signal begins at birth, even before a baby has the ability to
know that it has a corresponding meaning,
• There are three main types of gestures: adaptors, emblems, and illustrators.
• Adaptors are touching behaviours and movements that indicate internal
states typically related to arousal or anxiety. Adaptors can be targeted toward
the self, objects, or others. In regular social situations, adaptors result from
uneasiness, anxiety, or a general sense that we are not in control of our
surroundings.
• Emblems are gestures that have a specific agreed-on meaning. These are still
different from the signs used by hearing-impaired people or others who
communicate using American Sign Language (ASL). Even though they have a
generally agreed-on meaning, they are not part of a formal sign system like ASL
that is explicitly taught to a group of people.
• Illustrators are the most common type of gesture and are used to illustrate the
verbal message they accompany. For example, you might use hand gestures to
indicate the size or shape of an object. Unlike emblems, illustrators do not
typically have meaning on their own and are used more subconsciously than
emblems.
• Eye Gaze
Looking, staring, and blinking can also be important nonverbal behaviours.
When people encounter people or things that they like, the rate of blinking
increases and pupils dilate. Looking at another person can indicate a range of
emotions, including hostility, interest, and attraction.
• Proxemics
Proxemics refers to the study of how space and distance influence
communication. We only need to look at the ways in which space shows up in
common metaphors to see that space, communication, and relationships are
closely related. For example.
1.When we are content with and attracted to someone, we say we are “close”
to him or her.
2.When we lose connection with someone, we may say he or she is “distant.”

• In general, space influences how people communicate and behave. Smaller

spaces with a higher density of people often lead to breaches of our personal
space bubbles. If this is a setting in which this type of density is expected
beforehand, like at a crowded concert or on a train during rush hour, then we
make various communicative adjustments to manage the space issue.
• Thus, there are different spaces depending on the relationship between the
persons communicating. In general, there are four types of space people use
while communicating.
• Public Space
• Social Space
• Personal Space
• Intimate Space

• Appearance and Artifacts

Believing that others “do not judge a book by its cover” is a naïve frame of
thought. How one dresses and presents themselves proclaims a persona and
creates a first impression. For example, If a person is sloppily dressed some may
assume their work is also sloppy. If one’s appearance is well kept and
professional others might assume their work follows suit. To be successful, one
needs to look at the part and “appear corporate”; doing this will lead to a better
first impression.
• Paralinguistics
Paralinguistics refers to vocal communication that is separate from actual
language. This includes factors such as tone of voice, loudness, inflexion, and
pitch. Consider the powerful effect that tone of voice can have on the meaning
of a sentence. When said in a strong tone of voice, listeners might interpret
approval and enthusiasm. The same words said in a hesitant tone of voice might
convey disapproval and a lack of interest.

VERBAL COMMUNICATION
• Verbal communication is the process of using speech to pass information to
other people. In the workplace, you may use verbal communication skills to
make presentations, share your points during meetings, make phone calls or
engage in productive conversations with colleagues.
• Verbal communication is the use of words to share information with other
people. It can therefore include both spoken and written communication.

FACE-TO-FACE COMMUNICATION**
• F2F communication is the distinction of being able to see the other party or
parties in a conversation. It allows for a better exchange of information since
both speaker and listener are able to see and interpret body language and facial
expressions.
• F2F communication doesn’t have to be done by people in the same physical
space; the benefits can also be achieved over a video conference call or a more
informal video chat.
F2F communication helps to build relationships between employees, customers,
prospects and other external stakeholders.
Examples of F2F communication include:
• Team meetings or company annual conferences
• Sales meetings with prospects and customers
• Industry trade shows with colleagues and competitors
• Social activities with colleagues such as lunches or team-building activities
• One-on-one meetings with managers and team leaders

• The key advantage of F2F communication is that body language becomes a

part of the conversation, too. When emailing or talking on the phone, there is
no opportunity to see the other person.
• For example, if a salesperson is meeting with a prospect in person and
presents the price for the product, the look on the prospect’s face can be very
telling about whether they will accept the price or not. This gives the
salesperson an opportunity to further elaborate on the benefits and results the
product will achieve. If this conversation had taken place on the phone, the
salesperson may not have realized that the prospect needed further convincing
after seeing the price.\
• F2F conversations help to reduce miscommunication and misinformation,
which enables peers to strengthen ties and increase their understanding.
• It also provides the people involved with the ability to clarify information on
the spot. If there is a need for further details regarding the subject matter, it’s
quick and simple to just ask for more information. When conversing over email,
for example, clarification can take days going back and forth and waiting for a
reply.
POSITIVE MESSAGES
• Positive messages = the audience is expected to react in a neutral to positive
manner.
• The easiest to write because the audience is expected to be fairly receptive of
the presented information.
• Positive messages tend to consist of routine or good news.
• These messages might be items such as congratulations, condolences,
confirmations, directions, simple credit requests, or credit approvals.
• Apply the direct approach – state the idea at the very beginning followed with
the explanation.
• In the explanation, use various highlighting tools to improve readability.
• Conclude the message courteously and with a request for action by a given
date, if necessary.

Announcing Good News

• To develop and maintain good relationships, smart companies recognize that
it’s good business to spread the word about positive developments.
• Such developments can include opening new facilities, hiring a top executive,
introducing new products or services, or sponsoring community events.
GOODWILL MESSAGES

• All business messages should be written with an eye toward fostering positive
relationships with audiences, but some messages are written specifically to
build goodwill.
• You can use these messages to enhance your relationships with customers,
colleagues, and other businesspeople by sending friendly, even unexpected,
notes with no direct business purpose.
• Whether you’re thanking an employee for a job well done or congratulating a
colleague for a personal or professional achievement, the small effort to send a
goodwill message can have a positive and lasting effect on the people around
you.

SENDING CONGRATULATIONS
• One prime opportunity for sending goodwill messages is to congratulate
individuals or companies for significant business achievements perhaps for
being promoted or for attaining product sales milestones.
• Other reasons for sending congratulations include highlights in people’s
personal lives, such as weddings, births, graduations, and success competitions.
Condolence letters are brief personal messages written to comfort someone
after the death of a loved one. Follow these three principles: short, simple, and
sincere. You don’t need to produce a work of literary art; the fact that you are
writing sends a message that is as meaningful as anything you can say.

REQUESTS FOR INFO OR ACTION

Most important characteristics of request letters:
• Maintain a courteous tone
• Spell out what needs to be done
• Suggest reader benefit
• Make it easy for the reader to respond
• If there is a deadline, include the date in the closing

CLAIMS
• Claims are letters sent with the intention of correcting something that went
wrong
• Because claim letters are intended to correct mistakes, it is important to
maintain a calm tone and refrain from making accusations or placing blame, and
to avoid harsh language that will only impede the effectiveness of the letter and
may be regretted later on.

REPLIES
• Begin by telling the reader what they want to hear and avoid long, drawn out
openings.
• If there is both good and bad news in a reply letter, always begin with the
good.
• Writers should organize the information they are providing in a clear,
coherent manner followed by a courteous closing.

NEGATIVE MESSAGES
• Negative messages = the audience is expected to react in a negative manner.
• Negative messages consist of bad news. In these messages, the sender’s goal
is to convey the bad news in a manner that preserves the business relationship.
• These messages might be items such as refusal to provide a refund,
cancellation of an event, inability to support an event and more.
• Everyone occasionally must deliver bad news in business. Because bad news
disappoints, irritates, and sometimes angers the receiver, such messages must
be written carefully.
• The bad feelings associated with disappointing news can generally be reduced
if the receiver (a) knows the reasons for the rejection, (b) feels that the news
was revealed sensitively, and (c) believes the matter was treated seriously and
fairly.
• Negative messages are usually difficult to write because the audience is being
told exactly what they don't want to hear.
• Certain techniques that help soften the blow of bad news are applicable to all
negative messages. Remember, when writing a negative message, the audience
is likely to be unreceptive so be sure to use the indirect approach.

As a business communicator working with bad news, you will have many goals,
the most important of which are these:
• Explaining clearly and completely. Your message should be so clear that the
receiver understands and, we hope, accepts the bad news. The receiver should
not have to call or write to clarify the message.
• Projecting a professional image. You will strive to project a professional and
positive image of you and your organization. Even when irate customers use a
threatening tone or overstate their claims, you must use polite language,
control your emotions, and respond with clear explanations of why a negative
message was necessary.
• Conveying empathy and sensitivity. Bad news is better accepted if it is
delivered sensitively. Use language that respects the receiver and attempts to
reduce bad feelings. Accepting blame, when appropriate, and apologizing goes
far in smoothing over negative messages. But avoid creating legal liability or
responsibility for you or your organization.
• Being fair. Show that the situation or decision was fair, impartial, and rational.
Receivers are far more likely to accept negative news if they feel they were
treated fairly.
• Maintaining friendly relations. Make an effort to include statements that show
your desire to continue pleasant relations with the receiver.

PERSUASIVE MESSAGES
• Persuasive messages = the audience is expected to need encouragement in
order to act as the sender desires.
• Persuasion is a critical tool one should master to achieve professional success
in the business world, but it is also one of the more challenging.
• Whether writers are aiming to persuade customers, potential donors, or those
working within the same corporation, they will want to focus their attention on
four main things:
Grabbing the Reader's Attention
• Engage the reader quickly and at the beginning so they are immediately
interested.
• A few ways of doing this are to use a startling statistic, an intriguing story, or
by telling the reader how they will benefit and what they can gain.

Building and Maintaining Reader Interest

• Readers can easily disregard letters when they are being asked to do
something, so it is essential that writers know how to not only grab the reader's
attention, but how to maintain their interest.
• Keep the reader interested in what they are reading by providing examples
that make any requests sound reasonable, appeal to reader emotions, or
emphasize indirect benefits the reader may receive such as feeling good about
themselves.
• Writers ultimately want to provide the reader with incentives to do as they
ask.

Reducing Reader Resistance

• Be prepared for readers to be reluctant and to ask questions.
• Anticipate this reaction by presenting counter-arguments to whatever
objections the reader might raise and as always, stress the benefits and focus on
the positive.

Motivating the Reader to Act

• Encourage the reader to respond or act by a certain time.
• Writers will want to sound confident that they have achieved their goals
without sounding arrogant or pushy.
• A good closing might sound something like this: You will see improvement in
the communication skills of your employees. Please call me at 555-555-5555 by
May 1 to give your approval so that training sessions may start in June, as we
discussed. (Guffey, 241)