Page 11 - TX_Marketing 2_M1_v2

Upon completion of this lesson, the student should have the terminology that he or

she will need to complete the latter lessons in this module, as well as the language
he or she would need to discuss and understand rhetoric and its role in effective

communication.

Inartistic Information vs. Artistic Information

In order to effectively communicate, you must be able to present your information
in a way that your audience can understand. Reaching most of the audience

members in a large auditorium, or effectively persuading a person reading your

business letter, can indeed seem like a daunting task, but clarity can help you ensure
that your ideas at least reach the appropriate party.

Information must be properly structured to be clear. Consequently, the first step to
effective communication is learning how to properly queue different types of

information in a way that flows logically. For example, a poor word choice here and

there can mean little over the course of a well-constructed, ten-minute oration, but
a poor construction almost guarantees that no one will understand you. Regardless

of whether you are delivering a short presentation, composing a letter, writing an

essay or simply engaging in a one-on-one conversation during a negotiations session:
If the other party is going to understand and then subsequently believe you, then

your ideas must connect.

Different types of information have different purposes and should, therefore, follow

a specific order in your essay, letter, presentation, conversation, etc. At the most
basic level, there are two types of information: inartistic information and artistic

information. Inartistic information is found in the world, while artistic information is

personally deduced or invented. For example, Scientist X is studying the sleep
patterns of England's migratory coconuts. Her inartistic information would be the

data she collects during her study. Her artistic information would be the conclusions

that she draws from the data she collects.

TX Marketing II: Negotiation Techniques 10