webinar slides-three knows to great writing nov 4 2014
TRANSCRIPT
“Three ‘Knows’ for Great Writing”
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Today’s Agenda• Presentation—Dr. Terri Maue• Question and Answers• Overview of the Bachelor of Science in
Communication• Upcoming Webinars
“Three ‘Knows’ for Great Writing”
Dr. Terri Maue
Associate Professor
Chair, English & Humanities
Three ‘Knows’ for Great Writing
Webinar November 4, 2014
Dr. Terri Maue
Department Chair
English & Humanities
ERAU, Worldwide
Writing is all about NOs
NO No No!
No NONO no No
No no
NO! No no
NO It’s all about Knows!
• Know your message [what you want to say]
• Know your audience [who you want to say it to]
• Know your tools [how you want to say it so it will be received]
• Grammar, punctuation, paragraphing –important but not the first thing to think about!
Know What—Make an Outline
• See the ‘bones’ of your position
– Where is it strong?
– Where is it weak?
– Does it all ‘hang together?’
• Save yourself time and
heartbreak
Start with: What is your message?
• Your claim
• Your position
• Your stand
• Your belief
• What you want to persuade
the reader to seriously consider
What is your message?Is this it?
• People have always driven cars since they were invented, and cars are a big part of the American way of life. Therefore it will be hard for people to give up cars. However, there is probably going to come a time when that will happen, even though many people will probably resist it for a long time and very strongly. Some people just don’t like change.
Not your message!Too many ideas!
• People have always driven cars since they were invented, and cars are a big part of the American way of life. Therefore it will be hard for people to give up cars. However, there is probably going to come a time when that will happen, even though many people will probably resist it for a long time and very strongly. Some people just don’t like change.
What is your message?
Say it in just a few words:
The personal automobile
should be obsolete.
Put your message statement at
the top of your page. It’s like the
head of your skeleton—everything supports it.
Why would you say that?
Your reasons = because statements
The personal automobile should be
obsoleteI. Because there are cheaper, equally efficient
ways to get around.
II. Because automobiles cause environmental damage.
III. Because it’s going to happen anyway.
That’s just your opinion!
• Gather some evidence
– Data
– Examples
– Research summaries
– Statistics
– Testimony
Put your evidence directly beneath each reason.
Now your outline looks like this:
The personal automobile should be obsolete.
I. Because there are cheaper, equally efficient ways to get around.1) 20% rise in ownership costs over last 3 years2) Average family income in same period rose 13%3) Survey data: 45% say mass transportation has improved in efficiency and
convenience over last ten years; 68% say they use mass transportation
II. Because automobiles cause environmental damage.1) Global warming is caused in part by auto emissions2) Readers’ Digest survey shows 43% of Americans are concerned about
damage to the environment caused by cars and trucks.3) Sierra Club website: “Automobile manufacture and support (roads, fuel,
dumps, etc.) are destroying natural resources almost as fast as logging and burning in the rainforest.”
Please note: I made all this up.
What if it looked like this?
The personal automobile should be obsolete.
I. Because there are cheaper, equally efficient ways to get around.1) 20% rise in ownership costs over last 3 years2) Average family income in same period rose 13%3) Survey data: 45% say mass transportation has improved in
efficiency and convenience over last ten years; 68% say they use mass transportation
II. Because automobiles cause environmental damage.1) Global warming is caused in part by auto emissions
This reason is not well supported, is it?You need more evidence!
Please note: I made all this up.
Know What: Your Message
• Be able to state your message in one simple sentence.
• Be able to explain clearly and logically why you believe what you say.
• Be able to support your views with credible and sufficient evidence.
• Do all this before you begin to write!
Know Who: Your Audience
Are you preaching to the choir?
Or do some people disagree?
It’s not always obvious!
Hidden pitfalls to persuasion
Unstated assumptions:
– Value judgments
– Deeply held beliefs
– Very simple but very powerful• something is good or bad, desirable or undesirable,
constructive or destructive
Unstated Assumptions
The personal automobile should be obsolete.
I. Because there are cheaper, equally efficient ways to get around. (UA: Saving money is good; efficiency is good.)
II. Because automobiles cause environmental damage. (UA: Damage to the environment is undesirable.)
What happens when values and beliefs are not shared?
The personal automobile should be obsolete.
I. Because there are cheaper, equally efficient ways to get around. (UA: Saving money is good; efficiency is good.)
To some, a car is more than just a way to get around. It’s status, a statement of identity, independence.
Who would object?
Will people object to: your message?
your reasons?
your values?
your evidence?
Put the objection where it fits into your outline.
Figure out how to counteract it.
Now your outline looks like this:The personal automobile should be obsolete.
I. Because there are cheaper, equally efficient ways to get around. [objection: some people buy cars for status, identity, independence; counter: data or testimony that saving money confers status; desirable to be identified as frugal and efficient?]
1) 20% rise over last 3 years2) Average family income in same period rose 13%3) Survey data: 45% say mass transportation has improved in efficiency and
convenience over last ten years; 68% say they use mass transportation
II. Because automobiles cause environmental damage. [objection: technology will save us; counter: data showing we can’t wait?]
1) Global warming is caused in part by auto emissions2) Readers’ Digest survey shows 43% of Americans are concerned about
damage to the environment caused by cars and trucks.3) Sierra Club website: “Automobile manufacture and support (roads, fuel,
dumps, etc.) are destroying natural resources almost as fast as logging and burning in the rainforest.”
Please note: I made all this up.
Know Who: Your Audience
• Be able to identify what your audience values.
• Be able to identify any opposing opinions they might hold.
• Be able to weaken any opposition.
Know How: Your Tools
• You have the info—how to present it?
– Your message must be understood
– Your message must be seriously considered
• Your tool box—rhetorical strategies
You already do it: Rhetorical Strategies
Example: Over the weekend, you went to a wild, all-night, blowout party at a friend’s house.
• How do you describe it to your buddie who wasn’t there?
• How do you describe it to your grandmother?
• Rhetorical strategies! [details, word choices, images]
You already do it: Rhetorical Strategies
Example: You want to ask your boss for a day off.
A. Dude, not comin’ in on Friday, cool?
B. Mr. Harris, I’d like to take my grandmother to the doctor on Friday. Could I have the day off?
• Rhetorical Strategies! [details, word choices, order of presentation]
You already do it: Rhetorical Strategies
Word choices create different effects.
• The elegantly dressed woman began to ____________ a tiny sandwich.
Chew, eat, chow down, devour, feast upon, masticate, polish off, nibble
• He put the _____________ in the window.
Blade, flabellum, propeller, thermantidote, fan, windmill
Know How: Your Tools
• Be able to identify your audience’s comfort level with details and images [values]
• Be able to identify your audience’s need for details and order of presentation
• Be able to choose appropriate words to accurately convey your message
Who and How go together!
Three Knows for Great Writing
• Know your message
[what you want to say]
• Know your audience
[who you want to say it to]
• Know your tools
[how you want to say it so it will be received]
And finally, a word about …
…Punctuation
It actually is important ….
Let’s eat Grandma!!!
Let’s eat, Grandma!!!
Punctuation saves lives!And it makes your writing easier to understand
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For questions about today’s presentation:Dr. Terri Maue
For questions about the webinar series: Bill Gibbs, Webinar Series Coordinator