Page 134 - TX_Marketing 2_M1_v2

Oral and Written Clarity

This is the type of revision process that one should consider for both written and oral

correspondence. Even if you're not presenting your ideas in a written format, you
should still be sure that you have your ideas clearly outlined with the appropriate

vocabulary and the necessary sentence constructions at your disposal. Always be

sure that you know what you want to say before you begin writing or talking about
anything.

It is very difficult to communicate effectively if you are unsure about what you want
to communicate. Once you pin down your ideas, be it in a letter, speech, presentation

or business proposal, edit them thoroughly, remembering to always:

Test for an overall logical structure.
Check your grammar.

Examine sentence structure and voice.

Examine the diction and tone—checking for taut, clear language.
Examine the means of presentation—could you use multimedia? Is it in the

correct format?

Ask another person to look over your ideas.
Identify your main means of persuasion—is it the best means? Remember, in

the business world, logos coupled with ethos is usually the way to go. Limit
pathos.

Check that, overall, your work addresses your audience.

This principle applies to negotiating tables as well. Even though negotiating requires

you to think on your feet, you should still have an idea of what you want to discuss

and the important negotiating points that you want to cover.

TX Marketing II: Negotiation Techniques 133