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Formulating a General Purpose
Formulating the Specific Purpose
Choosing the Method of Speaking
Analyzing the Audience
Nonverbal Dimensions of Presentation
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Why Organize?
The Core Statement
Organizational Structure
Organizing the Speech to Inform
Organizing the Persuasive Speech
The Problem-Solution Order
The Motivated Sequence
Supporting Your Ideas
Using Visual Aids Designing and Presenting Visual Aids
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Written Communication
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Understanding the Audience
Organizing Your Message
Business Letters
Routine Claims
Routine Letters about Credit
Routine Letters about Orders
Letters about Routine Requests
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Writing for the Reader
Sequence of Ideas
Style of Expression
Saying ‘No'to an Adjustment Request
Saying ‘No'to a Credit Request
Saying ‘No'to an Order for Merchandise
Saying ‘No'to a Request for a Favor
Special Problems in Writing About the Unpleasant
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The Basis of Persuasive Sales Messages
Identifying Objectives
Organizing the Message
First paragraph :An Attention-Getter
Introducing the product
Convincing the Readers with Evidence
Last paragraph :Motivating the Readers to Action
Writing a Complete Sales Letter
Claim Letters and Requests for Favors
The Collection Series
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Formulating Career Plans
Planning your Resume
Structuring the Resume
Content of the Resume
Electronic Resumes
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Qualities of Well-Written Application Letters
Letter Plan
Opening Section
Middle Section
Closing Section
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Short Case Studies / Caselets
