EFFECTIVE BUSINESS COMMUNICATION CHAPTER 2 THE SEVEN C’s OF EFFECTIVE COMMUNICATION

EFFECTIVE BUSINESS EFFECTIVE BUSINESS COMMUNICATION COMMUNICATION

CHAPTER 2CHAPTER 2

THE SEVEN C’s OF THE SEVEN C’s OF EFFECTIVE EFFECTIVE

COMMUNICATIONCOMMUNICATION

THE SEVEN C’sTHE SEVEN C’s

CompletenessCompleteness ConcisenessConciseness ConsiderationConsideration ConcretenessConcreteness ClarityClarity CourtesyCourtesy CorrectnessCorrectness

COMPLETENESSCOMPLETENESS

Business message is complete when Business message is complete when it contains all facts the reader or it contains all facts the reader or listener needs for the reaction listener needs for the reaction you desire.you desire.

As you strive for completeness, As you strive for completeness, keep the following guidelines in keep the following guidelines in mind;mind;

Provide all necessary information.Provide all necessary information. Answer all questions asked.Answer all questions asked. Give something extra when Give something extra when

desirable.desirable.

Provide All Necessary Provide All Necessary InformationInformation

Answering the five W’s helps make messages clear: Answering the five W’s helps make messages clear: Who, What, When, Where, and WhyWho, What, When, Where, and Why. . (Informative (Informative messages: requests, announcements, orders…)messages: requests, announcements, orders…)

Answer All Questions AskedAnswer All Questions AskedLook for questions: some may even appear buried Look for questions: some may even appear buried

within a paragraph. Locate them and then within a paragraph. Locate them and then answer preciselyanswer precisely.(Reply to an inquiry).(Reply to an inquiry)Give Something Extra, When Give Something Extra, When

DesirableDesirableUse your good judgment in offering Use your good judgment in offering

additional material if the sender’s additional material if the sender’s message was incomplete.message was incomplete.

Exercise-1 Exercise-1 (Answer to the (Answer to the inquiry)inquiry)

““I am new to the city and would like I am new to the city and would like to consider joining your club. As I to consider joining your club. As I will be visiting your club within will be visiting your club within the month, will you please tell me the month, will you please tell me where the next meeting will be where the next meeting will be held?”held?”

How would you reply to this query How would you reply to this query keeping the five Ws and one H keeping the five Ws and one H guideline in mind?guideline in mind?

Exercise-2 (Incomplete Exercise-2 (Incomplete letter)letter)

““Thank you for the confidence you have Thank you for the confidence you have showed us by the account you recently showed us by the account you recently opened.opened.

All our facilities are at your disposal, and any All our facilities are at your disposal, and any time we can be of service, please call on us. time we can be of service, please call on us. Our appreciation is best expressed by our Our appreciation is best expressed by our being of service to you.”being of service to you.”

How would you like to revise this message How would you like to revise this message this letter keeping in mind this letter keeping in mind CompletenessCompleteness of the message?of the message?

Revised LetterRevised LetterThank you for the confidence you have shown in the First Federal by the savings account Thank you for the confidence you have shown in the First Federal by the savings account

you recently opened. Our goal is to make all our services to you both pleasant and you recently opened. Our goal is to make all our services to you both pleasant and helpful.helpful.

Among the conveniences and services available to you at First Federal, you may be Among the conveniences and services available to you at First Federal, you may be especially interested in these:especially interested in these:

YOUR PASSBOOK DEPOSTITS earn 61/2% interest compound monthly.YOUR PASSBOOK DEPOSTITS earn 61/2% interest compound monthly. BETTER-THAN-CHECKING services helps you pay bills by phone, earns, interest on BETTER-THAN-CHECKING services helps you pay bills by phone, earns, interest on

your money, and permits using our 24-hour cash machines.your money, and permits using our 24-hour cash machines. MORTGAGE LOANS help you to buy, build, or refinance a home or to borrow for MORTGAGE LOANS help you to buy, build, or refinance a home or to borrow for

property repairs and improvements.property repairs and improvements. With our MONEY MARKET CERTIFICATES you can earn interest at various current With our MONEY MARKET CERTIFICATES you can earn interest at various current

high rates, depending on time and amount of your investment. The enclosed leaflet high rates, depending on time and amount of your investment. The enclosed leaflet gives you more details about these and other services available to you at First gives you more details about these and other services available to you at First Federal.Federal.

FREE CUSTOMER PARKING is provided in the lot north of your office. The teller FREE CUSTOMER PARKING is provided in the lot north of your office. The teller stamps your parking slip, entitling you to free parking while doing business here. stamps your parking slip, entitling you to free parking while doing business here. Office hours are 9:00am to 4:30pm weekdays except for Friday, when the doors Office hours are 9:00am to 4:30pm weekdays except for Friday, when the doors remain open until 6:00pm.remain open until 6:00pm.

You are most welcome to come in whenever we can assist you. Please consider this You are most welcome to come in whenever we can assist you. Please consider this association your financial headquarters for your savings and borrowing needs.association your financial headquarters for your savings and borrowing needs.

CONCISENESSCONCISENESS

Conciseness is saying what you want to Conciseness is saying what you want to say in the fewest possible words say in the fewest possible words without sacrificing the other C without sacrificing the other C qualities. A concise message is qualities. A concise message is complete without being wordy.complete without being wordy.

To achieve conciseness, observe the To achieve conciseness, observe the following suggestions;following suggestions;

Eliminate wordy expressions.Eliminate wordy expressions. Include only relevant material.Include only relevant material. Avoid unnecessary repetition.Avoid unnecessary repetition.

Eliminate Wordy Eliminate Wordy ExpressionsExpressions

Use single words in place of phrases. Even Use single words in place of phrases. Even Winston Churchill made extensive use of Winston Churchill made extensive use of simple, one syllable words.simple, one syllable words.

ExampleWordy: At this timeConcise: Now

Wordy: Due to the fact thatConcise: Because

Exercise -1Exercise -1

Find single word substitutes for Find single word substitutes for the phrases the phrases

Along the same linesAlong the same lines In due courseIn due course Consensus of opinionConsensus of opinion Date of policyDate of policy Have need forHave need for During the time of the dayDuring the time of the day During the year ofDuring the year of Few and far betweenFew and far between For a price ofFor a price of

Similarly

Soon

Consensus

Due date

Need

During the day

During xxxx

Almost

For $

Include Only Relevant Include Only Relevant MaterialMaterial

Stick to the purpose of the message, avoid long introduction, unnecessary explanations, excessive adjectives and prepositions, pompous words, gushy politeness, go to the important point tactfully and concisely.

Wordy: We hereby wish to let you know that our company is pleased with the confidence you have respond in us.

Concise: We appreciate your confidence.

ExamplExample;e;

Exercise-2Exercise-2

At this time I am writing to you to enclose At this time I am writing to you to enclose an interview card, which has been post-an interview card, which has been post-paid, for the purpose of arranging a paid, for the purpose of arranging a convenient time when we might get convenient time when we might get together for a personal interview.together for a personal interview.

Please return the enclosed interview card to set up a convenient time for an interview.

Avoid Unnecessary Avoid Unnecessary RepetitionRepetition

Unnecessary repetitions lead to Unnecessary repetitions lead to dullness.dullness.

- Use a shorter names once mentioned.Use a shorter names once mentioned.- Use pronouns or initials. Use pronouns or initials. - Cut out needless repetitions.Cut out needless repetitions.

- Example: Example: (Wordy) (Wordy) Will you ship us sometime, anytime during the month of Will you ship us sometime, anytime during the month of

October would b fine, or even November if you are rushed (November October would b fine, or even November if you are rushed (November would suit us just as well, in fact a little bit better) 300 of the regular 3 would suit us just as well, in fact a little bit better) 300 of the regular 3 by 15 inch blue felt armbands with while sewn letters in the center. by 15 inch blue felt armbands with while sewn letters in the center.

Thank you in advance for sending these along to us by parcel post, and not Thank you in advance for sending these along to us by parcel post, and not

express, as express is too expensiveexpress, as express is too expensive..(Concise) Please ship parcel post, before the end of November, 300 regular 3 by 15 inch blue felt armbands with while sewn letter in the center.

CONSIDERATIONCONSIDERATIONConsideration means preparing Consideration means preparing

every message with the message every message with the message receivers in mind; try to put receivers in mind; try to put yourself in their place. You are yourself in their place. You are considerate, you do not lose your considerate, you do not lose your temper, you do not accuse and you temper, you do not accuse and you do not charge them without facts. do not charge them without facts. the thoughtful consideration is the thoughtful consideration is also called “you-attitude”.also called “you-attitude”.

Focus on “You” instead of “I” and Focus on “You” instead of “I” and “We”.“We”.

Show audience benefit or interest Show audience benefit or interest in the receiver.in the receiver.

Emphasize positive, pleasant facts.Emphasize positive, pleasant facts.

Focus on “You” Instead of Focus on “You” Instead of “I” or “We”“I” or “We”

Using “you” does help project a you-attitude. Using “you” does help project a you-attitude. But overuse can lead to a negative reaction.But overuse can lead to a negative reaction.

ExampleExampleWe-Attitude: I Am delighted to announce that we will be extending our hours to make shopping more convenient.

You-Attitude: You will be able to shop evenings with the extended hours.


Write with a ‘you ‘ attitude , it shows considerationWrite with a ‘you ‘ attitude , it shows consideration

I want to send my congratulations for ---I want to send my congratulations for --- We will ship soon the goods, your May 4 order—We will ship soon the goods, your May 4 order— We pay eight percent interest on -----We pay eight percent interest on -----

You failed to enclose your check in the envelopeYou failed to enclose your check in the envelope

You are completely off base in your proposalYou are completely off base in your proposalThe check was not enclosed.

WE have differing interpretations of the utility of the proposal

Show Audience Benefit or Show Audience Benefit or Interest in the ReceiverInterest in the Receiver

Reader may react positively when Reader may react positively when benefits are shown them. Benefits benefits are shown them. Benefits must meet recipients needs, address must meet recipients needs, address their concerns, or offer them their concerns, or offer them rewards. Most important they must rewards. Most important they must be perceived as benefits by the be perceived as benefits by the receivers.receivers.

Show reader benefit or interest in the Show reader benefit or interest in the reader ; in the letter from an insurance reader ; in the letter from an insurance

company to policy holders .company to policy holders .

Because we have not written to you in Because we have not written to you in sometime , please help us bring our sometime , please help us bring our record by filling and returning the record by filling and returning the other half of the card .other half of the card .


Write with a ‘you ‘ attitude , it shows Write with a ‘you ‘ attitude , it shows consideration ( cont’d)consideration ( cont’d)

May I take this opportunity to express my May I take this opportunity to express my thanks for the account you recently opened thanks for the account you recently opened with our store. We are pleased to furnish a with our store. We are pleased to furnish a wide variety of products for the home of the wide variety of products for the home of the individual customer. We want you to take full individual customer. We want you to take full advantage of the store services, for we have advantage of the store services, for we have the largest store in the city. Also we make the largest store in the city. Also we make deliveries for our customer free of charge with deliveries for our customer free of charge with in a 30 miles radius of our store.We welcome in a 30 miles radius of our store.We welcome you to Ebony. If we can be of additional help you to Ebony. If we can be of additional help please let us know .please let us know .


Emphasize Positive, Emphasize Positive, Pleasant FactsPleasant Facts

Because of past connections with words, readers will react positively or negatively to Because of past connections with words, readers will react positively or negatively to certain words.certain words.

It is impossible to open an account for you today. It is impossible to open an account for you today.

As soon as your signature card reaches us, will gladly open an…As soon as your signature card reaches us, will gladly open an…

Avoid negative – unpleasant words to Avoid negative – unpleasant words to show considerationshow consideration

We don’t refund if the returned item is We don’t refund if the returned item is soiled and unsalable.soiled and unsalable.

When you travel on company expense, you When you travel on company expense, you will not receive approval for first class fare. will not receive approval for first class fare.


We refund when the returned item is clean and resalable

When you travel on company expense, your approved fare is for tourist class.

CONCRETENESSCONCRETENESSCommunicating concretely means being Communicating concretely means being

specific, definite, and vivid rather than specific, definite, and vivid rather than vague and general. Often it means using vague and general. Often it means using denotative (direct, explicit, often denotative (direct, explicit, often dictionary based) rather than connotative dictionary based) rather than connotative words (ideas or notions suggested by or words (ideas or notions suggested by or associated with a word or phrase).associated with a word or phrase).

The following guidelines should help you The following guidelines should help you compose concrete, convincing message;compose concrete, convincing message;

Use specific facts and figures.Use specific facts and figures. Put action in your verbs.Put action in your verbs. Choose vivid, image building words.Choose vivid, image building words.

Use Specific Facts and Use Specific Facts and FiguresFigures

It is desirable to be precise and concrete in both It is desirable to be precise and concrete in both written and oral business communication.written and oral business communication.

Concrete, Precise

In 1996, the GMAT scores averaged 600; by 1997 they had risen to 610.

In 1990 investment in eastern Europe were US$ 30 million; today that figure has increased by 12%.

Vague, General, Indefinite

Student GMAT scores are higher.

Eastern Europe is making progress in obtaining investments

Rewrite the following in concrete Rewrite the following in concrete form as the sentences are too general form as the sentences are too general

and vague.and vague. This computer reproduces campaign This computer reproduces campaign

letters fastletters fast

Our product has won several prizes.Our product has won several prizes.

These brakes stop a car within a short These brakes stop a car within a short distance.distance.


Put Action in Your Put Action in Your VerbsVerbs

Verbs can activate other words and help make your Verbs can activate other words and help make your sentences alive, more vigorous.sentences alive, more vigorous.

1.1. Use active rather than passive verbs.Use active rather than passive verbs.

Example. Example. The tests were administered by the The tests were administered by the professors. professors.

The professors administered the tests.The professors administered the tests.

1.1. Put action in your verbs rather than nouns and Put action in your verbs rather than nouns and infinites.infinites.

Example: Example: Professor H. will give consideration to Professor H. will give consideration to the report.the report.

Professor H. will consider the reportProfessor H. will consider the report

Put action into the words by using active instead of Put action into the words by using active instead of passive voice.passive voice.

Tests were made by usTests were made by us

A full report will be sent to you by the supervisor.A full report will be sent to you by the supervisor.


Put action into the words by using active instead of Put action into the words by using active instead of passive voice.passive voice.

The contract had a requirement ….

Students held a meeting in the office. The contract required….

The students met in the office.

Choose Vivid, Image-Choose Vivid, Image-Building WordsBuilding Words

Business writing uses less figurative language than does the world of Business writing uses less figurative language than does the world of fiction.fiction.

Sensory appealSensory appeal ComparisonComparison

Bland Image

This is a long letter.

More Vivid Images

This letter is three times as long as you said it would.

Use vivid image building words – Use vivid image building words – adjectives and adverts , and use less adjectives and adverts , and use less

of abstract nounsof abstract nouns The camera has a system that gives The camera has a system that gives

good pictures.good pictures. Proposals submitted this quarter were Proposals submitted this quarter were

uninteresting.uninteresting.


Too many simple sentences, too many simplistic ideas gave the impression of the writing of a first year student

CLARITYCLARITY

Getting the meaning from your Getting the meaning from your head to the head of your reader head to the head of your reader (accurately) is the purpose of (accurately) is the purpose of clarity. Of course you know it is clarity. Of course you know it is not simple. We all carry around not simple. We all carry around our own unique interpretations, our own unique interpretations, ideas, experiences associated ideas, experiences associated with words.with words.

Choose precise, concrete and Choose precise, concrete and familiar words.familiar words.

Construct effective sentences and Construct effective sentences and paragraphs.paragraphs.

Choose Precise, Concrete, Choose Precise, Concrete, and Familiar Wordsand Familiar Words

Clarity is achieved in part through a balance Clarity is achieved in part through a balance between precise language and familiar between precise language and familiar language. Precise words need not be language. Precise words need not be exaggerated. exaggerated.

Familiar

PretentiousAbout

After

Home

For example

Circa (L)

Subsequent

Domicile

e.g. (L)

Construct Effective Construct Effective Sentences and ParagraphsSentences and Paragraphs

At the core of clarity is the sentences. This At the core of clarity is the sentences. This grammatical statement, when clearly expressed, grammatical statement, when clearly expressed, moves thoughts within a paragraph. Important moves thoughts within a paragraph. Important characteristics characteristics

length, length, unity,unity, coherence, andcoherence, and emphasis.emphasis.

Unclear: Being an excellent lawyer, I am sure you can help us.

Clear: Being an excellent lawyer, you can surely help us.

Use simple words Use simple words Circa(L)Circa(L)SubsequentSubsequentPromulgatePromulgatee.g..(L)e.g..(L) DomicileDomicileRemunerationRemuneration


About

After

Disseminate

For example

Home

pay

Choose a conversational style Choose a conversational style

After perusal of pertinent data the conclusion is After perusal of pertinent data the conclusion is that a lucrative market exists for the subject that a lucrative market exists for the subject property .property .

Assessed valuationAssessed valuation Charge to your principalCharge to your principal Easement for ingress and egressEasement for ingress and egress BuyoutsBuyouts Scribblers compactsScribblers compacts


The data we studied show that your property is profitable and in high demand.

Property value for tax purposesIncrease the balance of your loanAllows passage in and outPurchased by another companyLetters passed along to which readersAdded comments

COURTESYCOURTESY

True courtesy involves being aware not True courtesy involves being aware not only of the perspective of others, but only of the perspective of others, but also their feelings. Courtesy stems also their feelings. Courtesy stems from a sincere you-attitude.from a sincere you-attitude.

The following are suggestions for The following are suggestions for generating a courteous tone;generating a courteous tone;

Be sincerely tactful, thoughtful, and Be sincerely tactful, thoughtful, and appreciative.appreciative.

Use expressions that show respect.Use expressions that show respect. Choose nondiscriminatory Choose nondiscriminatory

expressions.expressions.

Be Sincerely Tactful, Be Sincerely Tactful, Thoughtful, and Thoughtful, and

AppreciativeAppreciativeThough few people are intentionally Though few people are intentionally

abrupt or blunt, these negative traits abrupt or blunt, these negative traits are a common cause of discourtesy.are a common cause of discourtesy.

Tactless, Blunt More Tactful

Stupid letter; I can’t understand any of it.

Clearly, you did not read my latest fax.

It’s my understanding…

Sometimes my wording is not precise; let me try again

Show courtesy by avoiding tactless & Show courtesy by avoiding tactless & blunt language.blunt language.

Your letter is not clear at all:Your letter is not clear at all:

Obviously, if you would read your policy carefully Obviously, if you would read your policy carefully you will be able to answer these questions you will be able to answer these questions yourself.yourself.

Apparently you already forgotten what I wrote Apparently you already forgotten what I wrote you two weeks ago.you two weeks ago.


Use Expressions that Show Use Expressions that Show RespectRespect

No reader wants to receive message that offend.No reader wants to receive message that offend.

•You are delinquent You are delinquent •You failed toYou failed to•Contrary to your Contrary to your inferenceinference•InexcusableInexcusable•Simply nonsense•Irresponsible•Why have you ignored•We are amazed you can’t

Omit Irritating Omit Irritating ExpressionsExpressions

•You forgot toYou forgot to•You leave us no choiceYou leave us no choice•You did not tell usYou did not tell us•Your complaintYour complaint•Your stubborn silenceYour stubborn silence•You have toYou have to•I do not agree with youI do not agree with you•You should knowYou should know

Exercise 2Exercise 2

““Hey man, what’s this I hear about the good news? Hey man, what’s this I hear about the good news? You sure pulled a fast one this past weekend-and You sure pulled a fast one this past weekend-and then didn’t tell any of us about it.then didn’t tell any of us about it.

Give my regards to the little lady. And wish here Give my regards to the little lady. And wish here the best; she’ll need it.”the best; she’ll need it.”

Warm Congratulations on your wedding!

Well, you certainly took us by surprise. In fact, just a few of us even suspected you were taking off to get married. But even though we didn’t hear about it until later, we-my wife and I-wish you the best.

Give our warm regards to your new partner.

Choose Nondiscriminatory Choose Nondiscriminatory ExpressionsExpressions

Another requirement for courtesy is the use of Another requirement for courtesy is the use of nondiscriminatory language that reflects nondiscriminatory language that reflects equal treatment of people regardless of equal treatment of people regardless of gender, race, ethnic origin, and physical gender, race, ethnic origin, and physical features.features.

Questionable

More DesirableFreshman

Manpower

Entering students; first year student.

Workers; employees; work force personnel

Use gender friendly substitutes Use gender friendly substitutes

MankindMankind The best man for the jobThe best man for the job ManmadeManmade ManpowerManpower BusinessmanBusinessman Sales manSales man ChairmanChairman


Human

Candidate

Manufactured

Work force

Businessperson

Salesperson

Chairperson

Exercise 3 –Contd.Exercise 3 –Contd.

You guys should all be concerned You guys should all be concerned about the issue.about the issue.

Each manger has an assigned place Each manger has an assigned place – he should park his car…. – he should park his car….

Each customer will have change Each customer will have change noted on his bill noted on his bill

Anyone who comes to class late will Anyone who comes to class late will get his grades reducedget his grades reduced

CORRECTNESSCORRECTNESS

At the core of correctness is proper At the core of correctness is proper grammar, punctuation, and spelling.grammar, punctuation, and spelling.

However a message may be perfect However a message may be perfect grammatically and mechanically but grammatically and mechanically but still insult or lose a customer. The still insult or lose a customer. The correctness, as applied to business correctness, as applied to business messages, also means the following messages, also means the following three characteristics:three characteristics:

Use the right level of language.Use the right level of language. Check accuracy of figures, facts, and Check accuracy of figures, facts, and

words.words. Maintain acceptable writing Maintain acceptable writing

mechanics.mechanics.

Use the Right Level of Use the Right Level of LanguageLanguage

Informal writing is more characteristics of Informal writing is more characteristics of business writing—even more so if that business writing—even more so if that writing occurs in an E-mail message.writing occurs in an E-mail message.

More Formal Less Formal

Participate

Procure

Endeavor

Ascertain

Deem

Edifice

Utilize

interrogate

Join

Get

Try

Find out

Think (believe)

Building

Use

Question

Check Accuracy of Figures, Facts, Check Accuracy of Figures, Facts, and Wordsand Words

A good check of data is to have another A good check of data is to have another person read and comment on the validity person read and comment on the validity of the material.of the material.

Double check your totalsDouble check your totalsVerify your statistical dataVerify your statistical dataUpdate your dataUpdate your data

Documents

EFFECTIVE BUSINESS COMMUNICATION CHAPTER 2 THE SEVEN C’s OF EFFECTIVE COMMUNICATION