Chapter 9: Business Writing in Action: A Guide to Employment Documents
If you call failures experiments, you can put them in your résumé and claim them as
achievements.
–Mason Cooley
Volunteer—not so you can build your résumé, but so you can build yourself.
–Author Unknown
9.1 Résumés
Learning Objective
1. Describe the differences among functional, chronological, combination, and scannable
résumés.
2. Identify when the above résumé formats are appropriate.
3. Prepare a résumé in the proper format based on your qualifications and desired job.
A résumé is the standard document for listing experience and qualifications for potential employers.
The résumé serves three distinct purposes that define its format, design, and presentation:
1. To represent your polished, professional qualifications in writing
2. To demonstrate how your unique experience and skill set meet the needs of an
employer
3. To obtain an interview through your thoughtfully prepared, customized, and detailed
work
A résumé is your best professional representation of yourself on paper. Often, this document is the
primary thing a potential employer sees. Therefore, your résumé is sometimes your only chance to
make a good first impression. Every résumé you submit should be unique and customized for your
desired position.
Research: Doing Your Homework
The most important step to writing a quality résumé is doing some preliminary research and
planning. Your résumé should be used as a marketing tool, selling yourself to each specific
company. In order to create a résumé designed to fit your exact position you wish to fill, research is
necessary. Not only will possessing company knowledge help you write a perfect résumé, but also
when writing your cover letter and during the interview process. With this in mind, you will utilize
these same research tips and techniques in section 9.6.
There are three components to company research:
1. Learning the company’s culture and values
2. Familiarizing yourself with important data, achievements, and goals
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3. Identifying the names of company contacts (we will address this further in section 9.6 on
cover letters)
Company Culture & Values
An innovative way to make your résumé shine is to incorporate aspects of the company culture and
values. Start by researching the company’s mission statement and core values. Usually, this can be
found on the organization’s website, facebook page, or LinkedIn. An example of a large company
with a clearly defined mission statement and values is Starbucks Coffee. Visit their website
https://www.starbucks.com/about-us/company-information and you will find a plethora of
information. See the below figures for their mission statement and core values.
Figure 9.11 (Rulan’s Writing Studio, 2012)
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Figure 9.12 (Leading Resources, Inc. 2014)
Starbucks’ website mentions the word ethics a total of 10 times on their business compliance and
ethics section. They also boast a 10-year membership on the World’s Most Ethical Company list
(Starbucks Corporation, 2017). From the information provided, you can get a sense of the skills and
accomplishments you would want to include on your résumé if you were applying to the Starbucks
Corporation.
An ideal résumé for Starbucks may include:
● An emphasis on ethics and values - Incorporate these keywords in your skills section, work
history, or any other appropriate subcategory
● A global perspective - a focus on diversity and respect for others. Starbucks actively seeks
out ways to make the world a better place and advocates for fair treatment for all. With this
is mind, it may be beneficial to include hobbies and interests that represent these values. For
example, if you are a member of a multicultural club or volunteer to teach English in your
community, you could include this in your hobbies and interests section.
● Customer service - hone in on your people skills. According to their mission statement,
Starbucks values individuals and their neighborhoods. If you have experience directly
serving people, it may be a good idea to elaborate on this in your work history section.
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Gathering Data
Another tip you may want to use when researching for your résumé and cover letter is to gather
data. Specific numbers can be obtained through government and .org websites and are often
published on the company websites as well. Familiarizing yourself with numerical data can give you
an idea of what the company is looking for in a successful employee. Let’s revisit Starbucks Coffee
for another example of how company research can boost your résumé.
If you are applying for an opening in Starbucks corporate, there are many facts that may be helpful
to know. Starbucks has a separate page on their website specifically to gain this information.
Viewing their company profile, you can see that they have “more than 25,000 companies in 75
countries” (Starbucks Corporation, 2017). Now you have an idea of the scope of the large coffee
chain you are interested in. Perhaps you have experience working for another large corporation with
similar figures. Your work history may include:
Senior Financial Specialist, Large Corporation, Inc, Chicago, Illinois
● Handled accounts for 50 of 20,000 stores
● Managed investments in 12 different countries
● Etc.
Remember, specific numbers and data will also be important to use in your cover letters as a way to
attract immediate attention.
Contacts
When creating an employment document, always be sure to address it to the appropriate individual.
This will be addressed further in section 9.6.
Types of Résumés & When to Use Them
There is no “one-size-fits-all” when it comes to formatting your résumé. You may find yourself
using different styles depending on the situation. The appropriate format should correlate to your
amount of related work experience, education, and expertise.
Functional
A résumé that is skills-focused rather than employment history is called a functional résumé. For
recent college graduates with little or no field experience, this style is ideal. Someone with gaps in
their work history or those who change jobs frequently also benefit from a functional format (Job
Search and Resumes in the Digital Age, 554). The document begins with several accomplishments
and skills grouped together, ending with information on work experience, which is not as detailed.
While a functional résumé is the right choice for some, it is not for everyone. An expert in their field
with an impressive work history would not benefit from deemphasizing their experience.
Additionally, some employers and recruiters may require the more traditional chronological format.
Discretion should be used when utilizing the functional style of résumé. Emphasizing skills over
work experience could alert suspicion amongst recruiters.
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Figure 9.13 Functional Résumé Sample (Résumé Genius, 2017)
Chronological
A chronological résumé lists work history in order, beginning with the most recent. This style is by
far the most popular and widely preferred by recruiters. An organized concentration on work
experience and education is what makes the chronological style good for quick skimming and
navigating. Chronological résumés best serve applicants with extensive experience and those who
demonstrate steady career growth (Job Search and Resumes in the Digital Age, 554). On the other
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hand, an applicant with obvious gaps in their career, frequent job changes, or recent college
graduates may not want to use a chronological format.
Figure 9.14 Chronological Résumé Sample (Résumé Genius, 2017)
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Combination
Combination résumés start in a functional format and end chronologically, or vica versa. Perhaps
the best of both functional and chronological worlds, a combination format leaves room for plenty of
detail. Executive-level applicants and field masters thrive with this type of résumé.
If your education is your highest qualification for the job, do not use the combination style.
Figure 9.15 Combination Résumé Sample (Résumé Genius, 2017)
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Scannable
Scannable Résumés can be read by a computer or Applicant Tracking System (ATS). LinkedIn
suggests that 90 percent of large companies use ATS (Squibb, 1). Therefore, it is increasingly
necessary to learn how to prepare a scannable résumé. Although scannable résumés are incredibly
popular, you must still have a traditional résumé on hand.
Figure 9.16 Companies Using Applicant Tracking Systems. (Squibb, 1).
You need to make sure your résumé is easy to read by a computer, including a character recognition
program. That means no italics, underlining, shading, boxes, or lines. Choose a sans serif (without
serif, or decorative end) font like Arial or Tahoma that won’t be misread. Simple, clear fonts that
demonstrate no points at which letters may appear to overlap will increase the probability of the
computer getting it right the first time. In order for the computer to do this, you have to consider
your audience—a computer program that will not be able to interpret your unusual font or odd
word choice. A font size of eleven or twelve is easier to read for most people, and while the
computer doesn’t care about font size, the smaller your font, the more likely the computer is to make
the error of combining adjacent letters.
The length of a scannable document is not significant - a computer does not register length Résumés
should be freshly printed, kept neat and straight, and in black and white - optimal for scanning.
(Roever, 156). ATS picks up on keywords the employer is looking for. This is yet another instance
where pre-writing research will be crucial. Do your research and incorporate keywords employers
want. Read the company website, mission statement, job posting, etc. to get an idea of words that
will stand out.
Résumé Length
You may have had it drilled into your head that your résumé must fit on a single typed page.
Although this used to be the common standard, evidence suggests that it may have evolved.
Statistically, recruiters rank two-page resumes higher than single-page ones. The favoritism of two-
pagers is a result of the pertinent and persuasive information that comes with additional length
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(Blackburn-Brockman & Belanger, 36). With a second page there is an opportunity to get creative.
For example, second pages provide space for impressive skills and experiences such as volunteering,
hobbies and interests, leadership roles, and accomplishments. A resume containing more than work
experience portrays an applicant as well-rounded and likeable.
A survey conducted by AccounTemps found executives had strong, yet varying résumé length
preferences depending on who was applying for the job. For executive-level applicants, the survey
found an overwhelming majority (62%) preferred a two-page résumé. Several respondents (32%)
indicated that 3 pages is appropriate for highly experienced job seekers (HR Focus, 1).
Figure 9.17 Number of Pages Preferred for Executive Applicants. (HR Focus, 1).
However, when it came to staff-level applicants, the responses were a little more divided. 52%
deemed a one page application best, while 44 percent preferred a two-paged one (HR Focus, 1).
Figure 9.18 Number of Pages Preferred for Staff-Level Applicants. (HR Focus, 1).
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Like formats, deciding on a length for your résumé is a matter of personal discretion. Your résumé
should be as long as it needs to be in order to effectively present your skills (Guffey & Loewy, 554).
Style, Layout, & Design
There are two components to résumé effectiveness: format and content (Beatty, 5). For the former,
there are some important housekeeping details to keep in mind when writing the perfect résumé.
These rules might seem arbitrary, but they will keep your résumé looking polished and ready for
review:
● Use white space tastefully (Schaub, 2017)
● Keep your number of headings to a maximum of 6 (Guffey & Loewy, 556)
● Use parallelism (i.e. corresponding grammatical structure) (Schaub, 2017)
● Utilize columns (Schaub, 2017)
● Font should reflect tone and personality (Schaub, 2017)
● Use phrases - not sentences (Schaub, 2017)
● Avoid first-person (Schaub, 2017)
● Be concise (Schaub, 2017)
● Words should be more dynamic than nouns (Schaub, 2017)
Content: What is Important?
You may have gathered at this point in the chapter that using personal discretion is needed for
writing employment documents. It is helpful to ask yourself what is important to include on your
résumé and what is not. Think about the information that is relevant to the specific job you’re
applying for, then consider the logical order it should go in. Grand Valley State University Business
Communications professor, Mark Schaub, reminds his students that details make an applicant
credible. Using specific details is evidence of experience (Schaub, 2017). Be sure to list your best
qualifications first and use clear, uncluttered headings.
Summary or Objective Statement:
Many résumés begin with an opening blurb containing a career objective or summary of intent.
However, objectives can be redundant if you are already attaching a cover letter. A cover letter
should explain your intent and career goals, deeming an objective statement unnecessary.
Furthermore, an objective is all about you and what you want out of your career. Employment
documents should always focus on what you can bring to the table and how you can benefit the
employer. If you’re tempted to give more information about yourself, consider adding a skills
section.
Education
Higher education is something you should be proud of, however it should not always be the main
focus. If you’re experiences demonstrate your qualifications well, emphasize those over educational
achievements. A special element of education on a résumé is the opportunity to add more detail and
qualifications. Use details of relevant coursework and special honors to your advantage. A good
education section might look like this:
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Although details are good when it comes to relevant coursework, some details are better left out. Be
careful when determining whether or not to list your GPA. This can lead to unwanted bias. Once
you have graduated college, do not include your high school on your résumé. This looks
unprofessional.
Contact Information
Contact information will appear at the top of your résumé. The first element of the contact
information is your name. You should use your full, legal name even if you go by your middle name
or use a nickname. There will plenty of time later to clarify what you prefer to be called, but all your
application documents, including those that relate to payroll, your social security number, drug
screenings, background checks, fingerprint records, transcripts, certificates or degrees, should
feature your legal name.
For business purposes, do not use an unprofessional e-mail address like hotrachel92@hotmale.com
or 2kewl4skewl@yafoo.com. Create a new e-mail account if needed with an address suitable for
professional use. The standard is typically a gmail, outlook, or university electronic mail service.
Other providers can look outdated.
Tastefully include LinkedIn or online portfolio information in an aesthetically pleasing manner.
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Figure 9.19 Sample Contact Information
Work Experience
List in reverse chronological order your employment history, including the positions, companies,
locations, dates, duties and skills demonstrated or acquired. You may choose to use active,
descriptive sentences or bullet lists, but be consistent. Emphasize responsibilities that involved
budgets, teamwork, supervision, and customer service when applying for positions in business and
industry, but don’t let emphasis become exaggeration. This document represents you in your
absence, and if information is false, at a minimum you could lose your job. Make certain to follow
the format below. Refer to figure 9.20 for an example.
Follow the following format when listing work experience:
1. Employer’s name, city, and state
2. Dates of employment (mm/yyyy)
3. Highest position attained at employer
4. Roles, achievements, awards, and promotions
Your work experience will stand out if you use specific data and information. Some examples of
specifics you might include are:
1. Raised $10,000 for company in Fall, 2012
2. Successfully eliminated paper waste
3. Started community service project initiative _______.
4. Handled budget of $500,000
5. Supervised 10 clerical staff members
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Figure 9.20 Sample Work Experience
Hobbies & Interests
Adding a hobbies section to your résumé might affect your chances of getting interviewed more
than you would think. Activities other than work add an element of humanity to your résumé and
displays extra effort and thought. This section also provides a way to show qualifications, even if
your related work experience is lacking. Hobbies and interests should not be a way, however, to add
“fluff” (Schaub, 2017). All hobbies and interests should be carefully selected for your résumé and
add depth.
Natalie Severt is a content creator for Up to Work, a company known for its résumé-builder and
savvy résumé blogging and articles. Severt put together a comprehensive list of tips for a hobbies
section. She starts off with the memo to always remember to put your hobbies and interests section
at the bottom of your résumé, since it is not mandatory (Severt, 1).
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Refer back to our section on résumé research. This will also come in handy when selecting your
hobbies and interests. Severt adds that you can get an idea of what traits an employer is looking for
by their job postings and websites. Keep these traits in mind when thinking about your hobbies.
Extroversion and an outgoing attitude should be portrayed rather than introverted activities.
Therefore, Natalie suggests leaving out solitary, reclusive activities like knitting or hanging out with
your cat. (Severt, 1).
Some good hobbies to list include are:
1. Sports - demonstrating you are a committed team player. When choosing individual sports,
focus on describing your dedication in order to deemphasize not being a part of a team
2. Puzzles, Games, Reading, Writing - these sorts of hobbies show your problem-solving side.
For jobs that seek analytical, intelligent applicants, these hobbies may be helpful
3. Community Engagement - volunteering or participating in the community shows ethics and
a positive attitude. They are further evidence of commitment and teamwork.
Finally, consider uses phrases rather than listing your hobbies. This will leave room to add details
and specifics, making your interests seem unique and tailored to your job (Severt, 1).
When in Doubt, Leave it Out
While personal characteristics and protected classes are a part of who you are, it is not
recommended to include them on employment documents. Putting age, weight, height, religion,
race, and sexual orientation on a résumé is not encouraged in Western society (Schaub, 2017). While
there are exceptions to this rule (applying for a clergy or religious institution position, modeling
jobs, or certain cultural organizations), generally, it is best to leave it out when in doubt. Including
this information could lead to conscious and unconscious bias or employment discrimination.
Key Takeaway
Résumés come in many different formats, lengths, and styles. However, it is up to you to
determine how to craft your résumé - a.k.a your very own personal marketing tool. Create tailored
résumés for each specific position you apply for. Use discretion, proofread, do your research on
the company, and present your best self.
Exercises
1. Find two different jobs you would like to apply for. Research each company and
customize your résumé for both. Compare with a classmate the different choices you made
for each résumé and why.
2. Prepare a résumé in both a chronological and functional format. Ask three peers which
format they prefer and why.
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References
Leading Resources, Inc, . (2014, April 24). [Image]. Examples of Company Core Values. In SlideShare.
Retrieved March 19, 2017.
(2012). [Image]. Rulan's Writing Studio. Retrieved March 17, 2017, from
https://rulanq.wordpress.com/2012/11/10/95/
Starbucks Corporation, . (2017). Our Company: Our Starbucks Mission Statement. In Starbucks.
Retrieved March 21, 2017, from
https://www.starbucks.com/about-us/company- information/mission-statement
Starbucks Corporation, . (2017). Business Ethics and Compliance. In Starbucks. Retrieved March 21,
2017, from https://www.starbucks.com/about-us/company-information/business-ethics-and-
compliance
Starbucks Corporation, . (2017). Starbucks Company Profile. In Starbucks. Retrieved March 21, 2017,
from
https://www.starbucks.com/about-us/company-information/starbucks-company-profile
Schaub, M. (2017) SWS Business Communication, Grand Valley State University. PowerPoint Slides.
Resumes.
Blackburn-Brockman, E., & Belanger, K. (2001, January). One Page or Two?: A National Study of
CPA Recruiters' Preferences for Resume Length. The Journal of Business Communication, 38(1),
29. Retrieved from
http://go.galegroup.com.ezproxy.gvsu.edu/ps/i.do?p=AONE&sw=w&u=lom_gvalleysu&v=2
.1&it=r&id=GALE%7CA71327300&sid=summon&asid=e40bf01565e85404bc60da9dcc04e53a
Roever, C. (1997, March). Preparing a scannable resume. Business Communication Quarterly, 60(1),
156+. Retrieved from
http://go.galegroup.com.ezproxy.gvsu.edu/ps/i.do?p=AONE&sw=w&u=lom_gvalleysu&v=2
.1&it=r&id=GALE%7CA19488135&sid=summon&asid=abf6e48d34c1e78f8a3bfc8bafbd0639
Resume length: what it should be and why it matters to recruiters. (2007, June). HR Focus, 84(6), 9.
Retrieved from
http://go.galegroup.com.ezproxy.gvsu.edu/ps/i.do?p=AONE&sw=w&u=lom_gvalleysu&v=2
.1&it=r&id=GALE%7CA165576191&sid=summon&asid=f7e570f9dde2626416c5df097a7fa45f
Have a resume and research the company. (2013, November 23). Advocate [Burnie, Australia], p. 8.
Retrieved from
http://go.galegroup.com.ezproxy.gvsu.edu/ps/i.do?p=STND&sw=w&u=lom_gvalleysu&v=2.
1&it=r&id=GALE%7CA350040658&sid=summon&asid=47a95013564ed2c60bbbfa8e2963c9ae
Resume Format Guide - Reverse-Chronological, Functional, & Combination Styles (n.d.). In Resume
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Genius . Retrieved March 21, 2017, from https://resumegenius.com/resume-formats
Guffey, M., & Loewy D. Business communication: Process & product, 8th edition (2015). . Beaverton:
Ringgold Inc. Retrieved from
http://search.proquest.com.ezproxy.gvsu.edu/docview/1651921733?accountid=39473
Bennett, S. A. (2005). The elements of résumé style: Essential rules and eye-opening advice for writing
résumés and cover letters that work. AMACOM.
Simons, W., & Curtis, R. (2004). The Résumé.com guide to writing unbeatable résumés. New York, NY:
McGraw-Hill.
Squibb, B. (2016, June 13). ATS options by industry: Which systems companies use most. In LinkedIn.
Retrieved March 26, 2017, from https://www.linkedin.com/pulse/ats-options-industry-
which-systems-companies-use-most-brad-squibb
Severt, N. (2016, May 5). +20 Best Examples of Hobbies & Interests To Put on a Resume (5 Tips). In
Up to Work. Retrieved March 26, 2017, from https://uptowork.com/blog/hobbies-and-
interests-on-a-resume
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9.2 Cover Letters
Learning Objective
1. Understand why cover letters are still an important employment document.
2. Learn to recognize key personal characteristics that will help to enhance employability.
3. Prepare a cover letter.
A cover letter is a document that explains your reason for seeking employment with an organization
and briefly describes how you would be an asset to the organization. The cover letter serves several
points of value:
1. Is an introduction to you, your skills and how you would help this organization with
the problems they are presented with.
2. This is a basic sales pitch as to why you are the right person for the job.
3. Gives you an opportunity to more completely and thoughtfully make yourself stand
out to potential employers.
4. Draws in the reader to want to continue reading your resume and hopefully request
an interview with you.
5. Emphasizes your most important skills as well as reflects your personality and
character
Cover letter objectives
Your objective is to take this opportunity to market yourself in such a way that the hiring person
will not only want to continue reading your resume but will also want to request an interview with
you. The cover letter professionally “dresses” the application in an impressive, confident way
(Smith, L.S. 2016) This is also where you have an opportunity to highlight your personality and give
the reader a glimpse of what kind of person you would be to work with. In addition, this highlights
your skills to effectively communicate with others. This is not your actual resume, so do not just
repeat your resume, highlight the most important skills that you have that will present you as the
most qualified candidate for the job.
Characteristics of a Cover letter
The characteristics of a cover letter are to quickly introduce yourself to the reader and make them
want to learn more about you. A good cover letter demonstrates enthusiasm for the position. (Smith,
L.S 2016) In order to do this, you need to positively present yourself. In order to accomplish this the
foundation of your letter needs to be polished with use of excellent grammar and free of spelling
errors. You need to effectively express that you have all the qualifications that are needed for the
position that you are seeking and do so in a manner that highlights your qualifications.
Types of cover letters
While the ultimate goal of the cover letter is the same in each circumstance, essentially, there are two
types of cover letters, one for solicited jobs and one for unsolicited jobs.
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Solicited Jobs
❖ Address to the person named within the organization
❖ Specify where you heard of the position
❖ Refer to the job applying for and the qualifications that make you the perfect candidate for
the job
Unsolicited Jobs
❖ Show a knowledge and interest in the organization that you are applying to
❖ Indicate how you and your skills would benefit the company
Depending on which kind of job you are applying for, essentially you will use elements of both, but
will focus on the specific needs of the one that represents you.
Planning
Prior to writing your cover letter, there are many items that you will want to gather:
1. Use research methods from section 9.5 to learn about the company
2. Figure out what the organization is looking for and how you can best fit those needs.
3. Figure out what qualifications or achievements you have from past employers or special
projects that would make you interesting for this job and how it could make their
organization better.
4. Find out the name of the hiring person by looking through job posting, organization website,
social media or call the human resource department (verify spelling and pronunciation). If
unable to locate the name “replace the salutation of your letter with a descriptive subject line
such as Applications for Marketing Specialist Position”. (Guffey, M., & Loewy D. 2015)
Format
While you want to be creative in the content of the cover letter, the overall format should be
consistent with the resume. Following the basic rules will help you to have a clean, crisp cover letter
that highlights how you are the right person for the job that you are seeking.
● Black typeface. Don’t attempt to be so creative that it detracts from the substance of your
cover letter.
● Use a conservative font such as Serif
● Write it on white paper so that the black typeface will stand out.
● Utilize one inch margins
● Make sure to put all contact information at the top
Writing the letter
Begin the letter by writing an introduction that will grab their attention. Include your special
attributes that make you the person most qualified for the position that you are applying for.
Explain why you would be a good candidate and what you can add to the organization, be creative.
Key points to remember:
● Do not merely state what is already in your resume
● Use active verbs and pull key requirement from the posting
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● Don’t use emoticons, cliches, abbreviations or acronyms
● The opening paragraph should be short
● Write a different letter for each position applying for and indicate what makes you the
perfect candidate for the position applying for
● Be honest about your qualifications
● Highlight your most important qualifications (avoid using “I” and instead make more
references to your skills and successes)
● Your accomplishments should be the main body of the letter
● Emphasize items you have that play into the organization’s main focus (these items should
change with each job that you apply for)
● Close the letter confidently, possibly requesting an interview
● Proofread everything twice
○ Check spelling, grammar, typographical errors and read out loud for syntax
○ Have a colleague proofread and critique your cover letter
● Go over the application instructions and confirm submission instructions and format
● Make sure your cover letter does not exceed one page unless you feel it is necessary to more
fully explain why you would be an asset to the organization
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Figure 9.13a Sample Format for Solicited Cover Letter (Resumebaking, 2017)
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Figure 9.13b Sample Format for Unsolicited Cover Letter (Resumebaking, 2017)
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Key Takeaway
A well-written cover letter will open many doors and secure interviews and, ultimately,
employment.
References
Borchardt, J. K. (2014). Writing a winning cover letter. Science,
doi:10.1126/science.caredit.a1400199
Smith, L. S. (2016). Writing a perfect cover letter. Nursing, 46(3), 47-49.
doi:10.1097/01.NURSE.0000480601.37640.7a
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9.3 Business Proposals
Learning Objective
1. Describe the basic elements of a business proposal.
2. Discuss the main goals of a business proposal
3. Identify effective strategies to use in a business proposal.
Business proposals are documents designed to make a persuasive appeal to the audience to achieve
a defined outcome, often proposing a solution to a problem. Business proposals are not contracts,
work orders, price quote, company history, or a bill of materials (Sant, 2012). Proposals should be
accurate, complete, and persuasive. With a proposal, you are providing a solution to a problem. In
essence, you are selling an idea.
A proposal should not be an “information dump” or use technical jargon (Sant, 2012). Information
should be clear, concise, and easy to find.
Elements of a Business Proposal
The Big Idea
Effective business proposals are built around a great idea or solution. While you may be able to
present your normal product, service, or solution in an interesting way, you want your document
and its solution to stand out against the background of competing proposals. What makes your idea
different or unique? How can you better meet the needs of the company that other vendors? What
makes you so special? If the purchase decision is made solely on price, it may leave you little room
to underscore the value of service, but the sale follow-through has value. For example, don’t
consider just the cost of the unit but also its maintenance. How can maintenance be a part of your
solution, distinct from the rest? In addition, your proposal may focus on a common product where
you can anticipate several vendors at similar prices. How can you differentiate yourself from the rest
by underscoring long-term relationships, demonstrated ability to deliver, or the ability to anticipate
the company’s needs? Business proposals need to have an attractive idea or solution in order to be
effective.
Traditional Categories
You can be creative in many aspects of the business proposal, but follow the traditional categories.
Businesses expect to see information in a specific order, much like a résumé or even a letter. Each
aspect of your proposal has its place and it is to your advantage to respect that tradition and use the
categories effectively to highlight your product or service. Every category is an opportunity to sell,
and should reinforce your credibility, your passion, and the reason why your solution is simply the
best.
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Table 9.2 Business Proposal Format
Cover Page
Title page with name, title, date, and specific reference to request for
proposal if applicable.
Executive
Summary
Like an abstract in a report, this is a one- or two-paragraph summary
of the product or service and how it meets the requirements and
exceeds expectations.
Background
Discuss the history of your product, service, and/or company and
consider focusing on the relationship between you and the potential
buyer and/or similar companies.
Proposal
The idea. Who, what, where, when, why, and how. Make it clear and
concise. Don’t waste words, and don’t exaggerate. Use clear, well-
supported reasoning to demonstrate your product or service.
Market
Analysis
What currently exists in the marketplace, including competing
products or services, and how does your solution compare?
Benefits
How will the potential buyer benefit from the product or service? Be
clear, concise, specific, and provide a comprehensive list of immediate,
short, and long-term benefits to the company.
Timeline
A clear presentation, often with visual aids, of the process, from start
to finish, with specific, dated benchmarks noted.
Marketing
Plan
Delivery is often the greatest challenge for Web-based services—how
will people learn about you? If you are bidding on a gross lot of food
service supplies, this may not apply to you, but if an audience is
required for success, you will need a marketing plan.
Finance
What are the initial costs, when can revenue be anticipated, when will
there be a return on investment (if applicable)? Again, the proposal
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may involve a one-time fixed cost, but if the product or service is to be
delivered more than once, and extended financial plan noting costs
across time is required.
Conclusion
Like a speech or essay, restate your main points clearly. Tie them
together with a common theme and make your proposal memorable.
Ethos, Pathos, and Logos
While reports are factual and sometimes dry, proposals are meant to hold interest. They are meant
to be persuasive which will need ethos, pathos, and logos. Ethos refers to credibility, pathos to
passion and enthusiasm, and logos to logic or reason. Proposals are much different from reports
because of one important factor: emotion.
Your audience’s pathos needs to be considered when writing a proposal - their emotions need to be
invoked. For proposals, use strategic language to excite and motivate your readers. By using
descriptive adjectives, your proposal will cater to your audience’s pathos.
In order to seem credible, consider your reader’s ethos. You can ensure your credibility by being
honest, accurate, and specific. Using proper grammar, citations, spelling, and punctuation is a must.
Logos is used in persuasive writing constantly. People tend to like data and numbers when making
decisions. The FDA would want to know the exact success rate of a clinical drug study before they
approve it. In business, it is the same. Appeal to logos by providing hard facts, evidence, and details.
Professional Appearance
A professional document is a base requirement. If it is less than professional, you can count on its
prompt dismissal. There should be no errors in spelling or grammar, and all information should be
concise, accurate, and clearly referenced when appropriate. Information that pertains to credibility
should be easy to find and clearly relevant, including contact information. If the document exists in a
hard copy form, it should be printed on a letterhead. If the document is submitted in an electronic
form, it should be in a file format that presents your document as you intended. Word processing
files may have their formatting changed or adjusted based on factors you cannot control—like
screen size—and information can shift out of place, making it difficult to understand. In this case, a
portable document format (PDF)—a format for electronic documents—may be used to preserve
content location and avoid any inadvertent format changes when it is displayed.
Effective, persuasive proposals are often brief, even limited to one page. “The one-page proposal has
been one of the keys to my business success, and it can be invaluable to you too. Few decision-
makers can ever afford to read more than one page when deciding if they are interested in a deal or
not. This is even more true for people of a different culture or language,” said Adnan Khashoggi, a
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successful multi-billionaire (Riley, 2002). Clear and concise proposals serve the audience well and
limit the range of information to prevent confusion.
Types of Business Proposals
Solicited
If you have been asked to submit a proposal it is considered solicited. The solicitation may come in
the form of a direct verbal or written request, but normally solicitations are indirect, open-bid to the
public, and formally published for everyone to see. A request for proposal (RFP), request for
quotation (RFQ), and invitation for bid (IFB) are common ways to solicit business proposals for
business, industry, and the government.
RFPs typically specify the product or service, guidelines for submission, and evaluation criteria.
RFQs emphasize cost, though service and maintenance may be part of the solicitation. IRBs are often
job-specific in that they encompass a project that requires a timeline, labor, and materials. For
example, if a local school district announces the construction of a new elementary school, they
normally have the architect and engineering plans on file, but need a licensed contractor to build it.
Unsolicited
Unsolicited proposals are the “cold calls” of business writing. They require a thorough
understanding of the market, product and/or service, and their presentation is typically general
rather than customer-specific. They can, however, be tailored to specific businesses with time and
effort, and the demonstrated knowledge of specific needs or requirement can transform an
otherwise generic, brochure-like proposal into an effective sales message. Getting your tailored
message to your target audience, however, is often a significant challenge if it has not been directly
or indirectly solicited. Unsolicited proposals are often regarded as marketing materials, intended
more to stimulate interest for a follow-up contact than make direct sales. Sue Baugh and Robert
Hamper encourage you to resist the temptation to “shoot at every target and hope you hit at least
one” (Baugh, L. S., and Hamper, R. J., 1995). A targeted proposal is your most effective approach,
but recognize the importance of gaining company, service, or brand awareness as well as its
limitations.
Letter Proposals
This type of proposal is used for summary purposes. A letter format is often appropriate for more
casual business interactions, without sales pressure (Forsyth, 2016).
Formal Proposals
A formal proposal is done in a report style. A formal approach is recommended when there are high
stakes or important decisions to be made or when the ideas are complex (Forsyth, 2016).
Sample Business Proposal
The Writing Help Tools Center is a commercial enterprise, and offers a clear (and free) example of a
business proposal here: http://www.writinghelptools.com/proposal-sample.html
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References
Sant, T., & Ebooks Corporation. (2012). Persuasive business proposals: Writing to win more customers,
clients, and contracts (3rd ed.). New York: AMACOM.
Forsyth, P. (2016). How to write reports and proposals (Fourth ed.). London, United
Kingdom;Philadelphia, PA;: Kogan Page.
Baugh, L. S., & Hamper, R. J. (1995). Handbook for writing proposals (p. 3). New York, NY: McGraw-
Hill.
Riley, P. G. (2002). The one-page proposal: How to get your business pitch onto one persuasive page (p. 2).
New York, NY: HarperCollins.
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9.4 Reports
Learning Objective
1. Know the basic components of a report
2. Understand the different types of reports and when to use them
3. Write a basic report
Reports are documents designed to record and convey information to the reader. Reports are part of
any business or organization; from credit reports to police reports, they serve to document specific
information for specific audiences, goals, or functions. Reports should be made for making decisions
or persuasion, investigative purposes, evaluations, and updates and progress details (Forrest, 16).
BIG Writing
The Journal of Applied Corporate Finance published an article on BIG writing. BIG is an acronym
for a writing technique that stands for “Business is Good”. BIG writing is “the fundamental
discipline of business writing. It recognizes that every organization has a few—say,
three to five—core messages that form the basis for all of its communication” (Sheldon & Willett,
100). When writing reports, use the BIG writing method. This means that each report you write
should be specific to your organization and relevant. Reports should be kept simple and memorable
and always reflect your company values.
There are three fundamental business (BIG) writing rules to keep in mind when writing reports:
1. Use the appropriate tone/voice for your audience - cater to your readers knowledge and
language.
2. Put the key message at the beginning - getting to the point shows you respect your audience
and their time
3. Keep it simple - eliminate fluff and unnecessary details
How to Write a Report
Report writing is not as overwhelming when you break it down into manageable steps. There are 6
phases of report writing, as defined by training and development consultant, Clare Forrest.
Phase 1
The preliminary phase of report writing begins with less writing and more critical thinking. Your
should be defining your objectives and readership (Forrest, 16). This means you need to determine
why you are writing the report and who you are writing it for.
Phase 2
This phase is about researching your data. Gather information and prepare it for the next phase
(Forrest, 16).
Phase 3
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Organize your data and make sense of it all. At this point, a clear path should be forming.
Phase 4
Structure your entire report. You will be using the 10 common elements of organizing your report
from later in this chapter.
Phase 5
Write the report. Using BIG writing techniques, write your report.
Phase 6
Proofread, use proper grammar, and ensure information accuracy.
Figure 9.40 Six Phases of Report Writing (Forrest, 16)
Types of Reports and When to Use Them
Reports come in all sizes, but are typically longer than a page and somewhat shorter than a book.
The type of report depends on its function. The function of the report is its essential purpose,
often indicated in the thesis or purpose statement. The function will also influence the types of
visual content or visual aids, representing words, numbers, and their relationships to the central
purpose in graphic, representational ways that are easy for the reader to understand. Use BIG
writing in order to choose the report type and content that best represents your business.
Informational Report
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An informational report informs or instructs and presents details of events, activities,
individuals, or conditions without analysis. An example of this type of “just the facts” report is a
police accident report. The report will note the time, date, place, contributing factors like
weather, and identification information for the drivers involved in an automobile accident. It
does not establish fault or include judgmental statements. You should not see “Driver was falling
down drunk” in a police accident report. Instead, you would see “Driver failed sobriety tests and
breathalyzer test and was transported to the station for a blood sample.” The police officer is not
a trained medical doctor and is therefore not licensed to make definitive diagnoses, but can
collect and present relevant information that may contribute to that diagnosis.
Analytical Report
An analytical report presents information with a comprehensive analysis to solve problems,
demonstrate relationships, or make recommendations. An example of this report may be a field
report by a Center for Disease Control (CDC) physician from the site of an outbreak of the H1N1
virus, noting symptoms, disease progression, steps taken to arrest the spread of the disease, and
to make recommendations on the treatment and quarantine of subjects.
Table 9.4 Types of Reports and Their Functions
Type
Function
1. Laboratory
Report
Communicate the procedures and results of laboratory activities
2. Research
Report
Study problems scientifically by developing hypotheses, collecting
data, analyzing data, and indicating findings or conclusions
3. Field Study
Report
Describe one-time events, such as trips, conferences, seminars, as well
as reports from branch offices, industrial and manufacturing plants
4. Progress
Report
Monitor and control production, sales, shipping, service, or related
business process
5. Technical
Report
Communication process and product from a technical perspective
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6. Financial
Report
Communication status and trends from a finance perspective
7. Case Study
Represent, analyze, and present lessons learned from a specific case or
example
8. Needs
Assessment
Report
Assess the need for a service or product
9.
Comparative
Advantage
Report
Discuss competing products or services with an analysis of relative
advantages and disadvantages
10. Feasibility
Study
Analyze problems and predict whether current solutions or
alternatives will be practical, advisable, or produced the desired
outcome(s)
11. Instruction
Manuals
Communicate step-by-step instructions on the use of a product or
service
12.
Compliance
Report
Document and indicate the extent to which a product or service is
within established compliance parameters or standards
13. Cost-
Benefit
Analysis
Report
Communicate costs and benefits of products or services.
14. Decision
Report
Make recommendations to management and become tools to solve
problems and make decisions
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15. Benchmark
Report
Establish criteria and evaluate alternatives by measuring against the
establish benchmark criteria
16.
Examination
Report
Report or record data obtained from an examination of an item or
conditions, including accidents and natural disasters
17. Physical
Description
report
Describe the physical characteristics of a machine, a device, or object
18. Literature
Review
Present summaries of the information available on a given subject
Organizing a Report
There are 10 common elements for to a business report. Yours could be varied and more detailed,
but may include these pages, in order:
1. Cover: Like the cover of a book, sometimes a picture, image, or logo is featured to introduce
the topic to the reader.
2. Title Fly: This optional page includes the title only.
3. Title Page: This includes the label, report, features title, author, affiliation, date, and
sometimes for whom the report was prepared.
4. Table of Contents: A list of the main parts of the report and their respective page numbers
5. Abstract: An Informational abstract highlights the topic, methods, data, and results.
Descriptive abstracts contain all of the informational abstract without statements of
conclusion or recommendations.
6. Introduction: Introduces the topic of the report
7. Body: Includes background, methodology, analysis, and recommendations
8. Conclusion: Concise presentation of findings
9. References: Bibliography or Works Cited
10. Appendix: Related supporting materials
Key Takeaway
Just like when writing a cover letter or résumé, you should keep your perspective audience in
mind. Your information should be accurate, complete, and organized. Keep your reports simple
and effective using BIG writing techniques and the 6 phases for report writing.
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Exercises
1. Find an annual report for a business you would like to learn more about. Review it
with the previous reading in mind and provide examples. Share and compare with
classmates.
2. Write a report on a trend in business that you’ve observed, and highlight at least the
main finding. For example, from the rising cost of textbooks to the online approach to
course content, textbooks are a significant issue for students. Draw from your
experience as you bring together sources of information to illustrate a trend. Share
and compare with classmates.
References
Bovee, C., & Thill, J. (2010). Business communication essentials: A skills-based approach to vital business
English (4th ed.). Upper Saddle River, NJ: Prentice Hall.
Sheldon, M., & Willett, J. (2008). BIG writing: The fundamental discipline of business writing. Journal
of Applied Corporate Finance, 20(3), 100-106. doi:10.1111/j.1745-6622.2008.00197.x
Forrest, C. (2004). Report writing: A tried, tested and successful approach. Training Journal, , 16.
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9.5 Sales Messages
Learning Objective
1. Discuss a basic sales message and know its purpose
2. Outline the main parts of a sales message and key points of making it a success
If you really want to capture your prospects attention, you need a sales message that piques their
curiosity and gets them to sit up and take notice (National Underwriter Life & Health Breaking
News, 2014)
Characteristics
● Brief and to the point, less than 30 seconds
● Ethos (credibility)
● Pathos (passion and enthusiasm)
● Logos (logic or reason)
Parts of an effective sales messages
* Humor or attention getters
* Persuade based on needs and wants
* Express credibility and compare with competitors
* Close the message and inform on how the audience can take the next step
* Make yourself memorable and provide an easy to remember phone number
Strategies for Success
* Highlight the most memorable asset
* Don’t overwhelm with too many products or information
* Use talking points specific to the industry audience
* Use industry research
* Get data from an objective impartial source
Writing
Ex. “Are you aware that 75 percent of people in your position say the root cause of a new product
failing is a weak value proposition?” (National Underwriter Live & Health Breaking News, 2014)
Key Takeaway
Always be prepared for the unexpected as the next person to step on the elevator may be your
next sales prospect.
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References
Sales messages to get you noticed. (2014). National Underwriter Life & Health Breaking News,
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9.6 Memorandums and Letters
Learning Objective
1. Establish the purpose and format of memorandums and letters
2. Discuss strategies for effective memorandums and letters
3. Go over the parts of business letter
4. Sample business letters
Memos (Memoranda)
The target audience of memos are usually groups rather than individuals. They are used to convey
organization changes or information. One of the main purposes for memos are to provide people
being informed with it details, rather than speculations or falsehoods. They provide detail and
clarity.
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Letters
The target audience for letters are usually outside of the organization. Organization letterhead is
used and the tone is more formal in nature. These are used when you are seeking out an
introduction to someone unfamiliar to your product or service.
Necessary parts of a letter
* Return address
* Date
* Subject
* Salutation
* Introduction
* Body
* Conclusion
* Close
* Signature
Sample letter
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Key Takeaway
Memos are brief with usually and internal audience and letters are more detailed meant for an
external audience.
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9.7 Additional Resources
PreviousNext
Visit NetLingo for some common texting abbreviations. http://www.netlingo.com/acronyms.php
The Online Writing Lab (OWL) at Purdue University includes an area on e-mail etiquette.
http://owl.english.purdue.edu/owl/resource/636/01
Shea’s Netiquette online is another useful source.
http://www.albion.com/netiquette/book/index.html
The New York Times blog “Gadgetwise: Getting Smart About Personal Technology” discusses
an ever-changing variety of questions related to netiquette. http://gadgetwise.blogs.nytimes.com
The OWL at Purdue also includes pages on memo writing and a sample memo.
http://owl.english.purdue.edu/owl/resource/590/01;
http://owl.english.purdue.edu/owl/resource/590/04
For 642 sample letters, from cover letters to complaints, go to this site.
http://www.4hb.com/letters
Visit this Negotiations.com page for information on writing a request for proposal, quotation,
and information. http://www.negotiations.com/articles/procurement-terms
Visit this site for additional proposal writing tips.
http://www.4hb.com/0350tipwritebizproposal.html
TechSoup offers a sample Request for Proposal. http://www.techsoup.org/support/articles-and-
how-tos/rfp-library
Your online profile counts as much as your résumé.
http://www.npr.org/templates/story/story.php?storyId=105483848&sc=nl&cc=es-20090628
Read a Forbes article on “Ten Ways to Torpedo Your Sales Pitch.”
http://www.forbes.com/2007/08/01/microsoft-ebay-symantec-ent-sales-
cx_mf_0801byb07_torpedo.html
Direct mail and other sales copy written by Susanna Hutcheson.
http://www.powerwriting.com/port.html
Visit this site for tips on how to write a public service announcement (PSA).
http://www.essortment.com/tips-write-public-service-announcement-34787.html
The National Institute of Justice provides guidelines on writing a PSA.
http://www.nij.gov/topics/courts/restorative-justice/marketing-media/pages/psa.aspx
The AdCouncil provides a range of examples. http://www.adcouncil.org/Our-Campaigns
http://www.resumebaking.com/letters/application/solicited-application-letter/
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https://owl.english.purdue.edu/owl/resource/590/04/
http://www.writinghelp-central.com/business-introduction-letter.html