Lesson 2 Fundamentals of Business Writing

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Lesson 2: Fundamentals of Business WritingCourse Code: MBA 1305Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University1

Fundamentals of Business WritingOverview:Part 1: Adaptation and the Selection of Words,Part 2: Construction of Clear Sentences and Paragraphs, Part 3: Writing for EffectMs. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University2

Part 1: Adaptation and the Selection of WordsChapter 2Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University3

Adaptation and its MethodsFitting the message to the specific readerMethod of Adaptation Visualize your readers:FeelingsThoughtsKnowledgeBackgroundThen write for them.Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University4

The Basic Need for AdaptationAdapting to Multiple ReadersWrite for the lowest level.Try not to talk down.

Governing Role of Adaptation Stress simplicity by using:simple wordsshort sentencesshort paragraphs5Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University

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Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University

Suggestions for Selecting WordsSelecting the Right WordsA major part of adaptation is selecting the right words. This depends on:ability to use language.knowledge about the reader.good judgment.6Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University

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Use Familiar WordsUse Short WordsUse Technical Language with CautionSelect Words with Right Strength and VigorUse Concrete LanguagePrefer the Active to the PassiveAvoid Overuse of Camouflaged VerbsSelect Words for Precise MeaningsSuggestions for Selecting Words7Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University

Suggestions for Selecting Words1. Use Familiar WordsFamiliar words communicate better.Write the words you would use in face-to-face communication with your readers.8Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University

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Suggestions for Selecting WordsUnfamiliar WordsFamiliar WordsEndTryUseFind outStopDoShow

TerminateEndeavourUtilizeAscertainDiscontinuePerformDemonstrate

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Suggestions for Selecting WordsDont:The company operations for the preceding accounting period terminated with a substantial deficit.Do: The company lost much money last year.Dont: The conclusion ascertained from a perusal of pertinent data is that a lucrative market exists for the product.Do: The data studied show that the product has good demand in the marketDont:One monkey succumbed unexpectedly apparently as a result of an untoward response to a change in feeding regimen.Do:One monkey died from over-eating.


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Suggestions for Selecting Words2. Use Short WordsShort words generally communicate better.But it does not mean that all short words are easy and all long words are difficult to understand.Use a long word only when you think your readers know it.11Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University

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Suggestions for Selecting WordsLong WordsShort WordsChangeProofVagueCopyDoHarmfulDecide

ModificationVerificationIndeterminateDuplicateAccomplishDetrimentalDetermine


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Suggestions for Selecting WordsDont:This antiquated merchandising strategy is ineffectual in contemporary business operations.Do: This old sales strategy will not work in todays business.Dont: They acceded to the proposition to terminate business.Do: They agreed to quit business.


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Suggestions for Selecting Words3. Use Technical Language with CautionUse technical words while communicating with people of the same field.But use them in case of outsiders with caution.Use initials and acronyms cautiously. Spell out and define as needed.Avoid legal terms as much as possible.14Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University

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Suggestions for Selecting Words4. Select Words with Right Strength and VigorWords have personalities. Some words are strong and vigorous. Some are weak and dull. Verbs are the strongest words. Nouns are second. Adjectives and adverbs are weak words. They involve judgment.15Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University

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Suggestions for Selecting WordsWeaker WordsStronger WordsFiredMotherLieBonus

DismissedFemale parentUntrueAdditional compensation


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Suggestions for Selecting Words5. Use Concrete LanguageConcrete words are specific words having sharp and clear meanings. These words mean real things:chair, desk, road, pen, vehicle, etc. Abstract words cover broad meanings concepts , ideas, and the like:administration, loyalty, incompetence, etc.Concreteness also involves how we put words together.17Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University

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Suggestions for Selecting WordsAbstractConcreteA significant lossA 53 percent lossIn the near futureBy Thursday 1200 hoursThe majority 62 percentA constant low temperatureA constant temperature of 10C


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Suggestions for Selecting Words6. Prefer the Active to the PassiveIn active voice, the subject does the action. In passive voice, it receives the action. Active voice is shorter and stronger. It communicates better and makes writing more interesting.But passive voice is not incorrect. It is rather preferable to use passive voice:when identifying the doer of the action is not important.when the writer wants to avoid accusing the reader of an action.when the performer of an action is unknown.the writer prefers not to name the performer. 19Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University

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Suggestions for Selecting WordsPassiveActiveMr.. Haque will inspect the office.The new committee enforced these policies.

The office will be inspected by Mr.. Haque.These policies were enforced by the new committee.


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Suggestions for Selecting Words7. Avoid Overuse of Camouflaged VerbsA verb is camouflaged when it is changed into a noun and used with an action word in the sentence.Camouflaged verbs are abstract nouns and they often require passive voice.Avoid camouflaged verbs by:writing concretely.using active voice.21Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University

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Suggestions for Selecting WordsVerbNoun FormUse in a SentenceApplyApplicationMake an applicationDiscuss DiscussionHave a discussionCancelCancellationMake a cancellationPerformPerformanceWhat a brilliant performance!


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Suggestions for Selecting Words8. Select Words for Precise MeaningsWriting requires a knowledge of language.Shades of difference exist in the meanings of similar words or synonyms.WordSynonymsFired dismissed, terminatedcanned, separated, discharged,Diedecease, pass away, croak, expire, kick the bucket, check out,


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Suggestions for Selecting Words8. Select Words for Precise MeaningsWe should learn the specific meanings of some words.Use correct idioms.AffectVs.EffectContinualVs.ContinuousFartherVs.Further


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Suggestions for Selecting Words9. Use Slang & Popular Word with caution:Is that your final answer?Are we Ready?I am using Wheel Detergent, are you?Holy Cow!!Crap!!!

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Suggestions for Non-discriminatory WritingAvoid sexist wordsAvoid words that stereotype by race, nationality, or sexual orientationAvoid words that stereotype by ageAvoid words that related with disabilities


Suggestions for Non-discriminatory WritingAvoid sexist wordsAvoid words that discriminate against a person because of his or her gender.Avoid masculine pronouns (he, him, his) while writing for both sexes. This can be done:by rewording the sentence.by making the reference plural.by substituting neutral expressions.SexistNon-sexistChairmanChairpersonBusinessmanBusinesspersonSalesmanSalespersonfiremanFire fighterLady doctorDoctorMale nurseNurseFemale teacherTeacher


Suggestions for Non-Discriminatory WritingAvoid Words That Stereotype by Race, Nationality, or Sexual Orientation Words that stereotype all members of a group by race, region, nationality, or sexual orientation are unfair and wrong.Words that present members of minorities as exceptions are also unfair.Avoid Words That Stereotype by Age Words that label people as old or young can arouse negative reactions.Avoid Words That related with DisabilitiesWords that label people as limp, deaf, dumb, blind, etc. can arouse negative reactions.28Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University

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Part 2:Construction of Clear Sentences and ParagraphsChapter 3Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University29

Important for adaptation:choosing right wordsarranging these words into sentencesSentences should be adapted to readers Simple sentence structures help understandUse complex structures when appropriateFoundation of Adaptation30Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University

Short sentences communicate better because of mind limitations Short sentence adapts mental filter betterMaking short sentences results from orderly thinking Short means about 16-18 words for middle level readersOveruse of short sentences gives choppy effectWriting effective sentences involve grouping and ordering the informationEmphasis on Short Sentences31Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University

For writing clearly, knowledge on:Spelling,Grammatical labels,Sentence elements and designare required.Long sentences can be used occasionally You can write short sentences in two ways:by limiting sentence content,by economizing on wordsEmphasis on Short Sentences32Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University

Limiting Sentence ContentLimiting sentence content is a matter of mentally selecting thought units and making separate sentencesShort sentences:-communicates better-gives emphasis to content-gives emphasis to organization of subject matterAvoid overusing too many short sentences

-it may give a choppy effect33Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University

Limiting Sentence ContentMany consumers have expressed dissatisfaction with the relatively high prices of the new Japanese cars, but this has not prevented large numbers of people from purchasing these cars and pushing sales higher than many automotive experts had forecast, thus, firmly entrenching the Japanese cars in a large segment of the automobile market.Dont use: Long and hard to understand34Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University

Limiting Sentence ContentMany consumers have expressed dissatisfaction with the relatively high prices of the new Japanese cars. However, this has not prevented large numbers of people from purchasing these cars and pushing sales higher than many automotive experts had forecast. The Japanese cars have thus become entrenched in a large segment of the automobile market.Do Use: Short and Clear35Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University

Limiting Sentence ContentThe production planning department assigns to each production order a number that is called a job-order number, which becomes the identifying means of reporting to the accounting department the direct costs relating to a production order, and which can reveal additional information about the job through code numbers or letters added to the job-order number.Dont use: Long and hard to understand36Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University

Limiting Sentence ContentThe production planning department assigns to each production order a number that is called a job-order number. This number becomes the identifying means of reporting to the accounting department the direct costs relating to a production order. By adding code numbers or letters to the job-order number, additional information about the job can be revealed.Do Use: Short and Clear37Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University

Economizing on WordsSeek shorter ways of saying thingsShorter wordings:-saves readers time-gives clear meaningsFollow the suggestions:-Avoid cluttering phrases-Avoid surplus words-Avoid roundabout constructions-Avoid unnecessary repetition of words or ideas38Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University

Cluttering PhrasesSubstitute WordAlong the lines of At the present timeFor the purpose of , For the reason thatIn accordance withIn the meantimeIn the near futureIn the neighborhood ofIn very few casesIn view of the fact that On the basis of On the occasion of With regard to, With reference toWith a view to

LikeNowFor, Because, SinceByMeanwhileSoonAboutSeldomSince, BecauseByOnAbout, AboutTo

Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University39Avoid Cluttering Phrases

XRegardless of the fact that sales increased, profits continue to decline.Even though sales increased, profits continue to decline.XIn very few instances do the salespeople receive bonuses over the amount of $100.The salespeople seldom receive bonuses over $100.XPlant production will decrease next month due to the fact that our inventories are too large.Plant production will decrease next fall because our inventories are too large.

Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University40Avoid cluttering phrasesCluttering phrases are uneconomical wording

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XAt whatever time we receive a special order it is immediately sent to the production planning department.Whenever we receive a special order, we send it to the production planning department.XContrary to our expectations, the new law will allow the company to reduce its income taxes.Unexpectedly, the new law will let the company reduce its income taxes.XIn some instances, we sell directly to the retailer.Sometimes we sell directly to the retailer.X At all time the cash box is kept locked.The cash box is always locked.

Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University41Avoid cluttering phrasesCluttering phrases are uneconomical wording

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Eliminate surplus wordsSurplus words add nothing to the sentence meaning42Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open UniversityXHe ordered desks that are of the executiveHe ordered executive-type desksXThere are four rules that should be observedFour rules should be observedXThe machines that were damaged by the fire were repaired The machines damaged by the fire were repairedXYou are hereby instructed to send all daily reports directly to this office as promptly as possible.Send all reports to this office promptly.XEnclosed herewith are general instructions which are sent to you for your guidance and information.The enclosed general instructions are for your guidance and information.

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Avoid roundabout constructionsIndirect ways of saying something43Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open UniversityXThe department budget can be observed to be decreasing each yearThe department budget decreases each year XIt is essential that the income be used to retire the debt The income must be used to retire debt XHe criticized everyone he came in contact with He criticized everyone he met XThe president is of the opinion that the tax was paidThe president believes the tax was paid

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Avoid roundabout constructionsIndirect ways of saying something44Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open UniversityXAll the books are in readiness for the annual audit.The books are ready for the annual audit.XThe charge of negligence has been denied by all four of the officers.The four officers denied the negligence charge.XIt is our expectation that this plan will be successful.We expect the plan to succeed.XThere have been many times when we suspected theft.Many times we suspected theft.XIt is our conclusion that production should stop.We conclude that production should stop.

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XWe have verified the charges to your account and find that the account balances on our books agree with the account balances on your books.We have verified the charges to your account and find that our records agree with yours.XThis change will enable us to get started sooner than if we wait for a later date.This change will enable us to get started sooner.XAt the present time the research is almost complete.The research is almost complete.

Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University45Avoid Repetition of IdeasRepeating words without any purpose

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Avoid Repetition of WordsAvoid redundancies, like:-Free gift-True fact-Past history-Return back-Do and perform


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Avoid Repetition of Words47Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open UniversityXYou must do and perform the following duties & functions/You must perform the following duties.XWhile swimming a good swimmer obeys the safety rules for swimmers.A good swimmer obeys the safety rules.XThe manager repeatedly kept telling me over & over again.The manager repeatedly reminded me.XThis situation calls for quick and expeditious action.This situation calls for quick action.XIn my opinion, I think the plan is sound.I think the plan is sound.

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Determining Emphasis in Sentence DesignGive every item its due emphasisShort sentences emphasize contentLong sentences de-emphasize the contentExamples:The co. lost money last year. The loss occurred in spite of record salesAlthough the company enjoyed record sales last year, it lost money Although the company incurred loss, it enjoyed record sales last year

Determining emphasis is matter of good judgment 48Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University

Giving Sentences UnityAll parts of the sentence should concern one thoughtViolations of sentence construction fall into 3 categories:-Unrelated Ideas -Excessive details -Illogical Conclusions 49Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University

Unrelated IdeasAvoid placing unrelated ideas in a sentence in 3 ways:Putting unrelated ideas in separate sentences -Mr. X is our sales manager and he has a degree in law -Mr. X is our sales manager. He has a degree in law Making one idea subordinate to the other -Mr. X is our sales manager. He has a degree in law it. -Mr. X, our sales manager, has a law degree.Adding words that show relationship -Our sales increased in May, and our machine is wearing out. -Even though our machine is wearing out, our sales increased in May. 50Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University

Excessive detailsToo much details hide the central thoughtIf detail is important, put it in a separate sentenceShort sentences have less details-Both hotels can guarantee the 250 rooms we will require, although the Marriott is new (since 1989) and its rooms are more modern and therefore more appealing, but the 69-year old Westgate is well preserved and comfortable (Excessive details).-Both hotels can guarantee the 250 rooms we will require. The Marriott is new (since 1989), and its rooms are modern and, therefore, more appealing. The 69-year old Westgate, however, is well preserved and comfortable (Improved).51Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University

Illogical ConstructionsIllogical constructions can rob the sentence unityIllogical thinking may lead to illogical constructionActive and passive voice in the same sentence can violate unityMixed construction can also make illogical constructions52Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University

Illogical Constructions53Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open UniversityXBecause I have a degree in information systems is the reason I am qualified for the jobMy degree in information systems qualifies me for the job.XThe fact that sales increased is because we opened new territoriesOur sales increased because we opened new territoriesXHelping people to help themselves is how I got the job doneI got the job done by helping people to help themselvesXJob rotation is when you train people by moving them from job to jobJob rotation is a training method in which people are moved from job to jobXBecause our inventories have decreased has increased our back ordersOur decrease in inventories caused an increase in back orders.XWe cleared the site, and then the foundation was constructedWe cleared the site, and then we constructed the foundation.

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Arranging Sentences for ClarityClear writing requires following established rules of grammarRules are not arbitrary but based on custom and logical relationshipsFew suggestions are recommended:-Avoid dangling error-Avoid un-parallel constructions-Put relative pronoun rightly-Ensuring agreement between subject and verb54Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University

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Arranging Sentences for ClarityAvoid dangling error-Believing that the price would drop, our agents were instructed not to buy (Incorrect)-Believing that the price would drop, we instructed our agents not to buy (Correct)

Avoid un-parallel constructions-He is honest and man of sincerity. (Incorrect)-He is honest and sincere(Correct)55Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University

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Arranging Sentences for ClarityPut relative pronoun rightly-The person gave me a gift who is a good man (Incorrect)-The person who gave me a gift is a good man (Correct)

Ensure agreement between subject and verb-A family having 5 members are not good (Incorrect)-A family having 5 members is not good (Correct)


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Care in Paragraph DesignIs important to clear communicationShows and emphasizes the organization of the writingInvolves logical thinkingFollowing suggestions are recommended:Giving the paragraph unity Keeping the paragraph short Putting topic sentences to good use Omitting unnecessary detail Making the paragraph move forward 57Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University

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Giving the paragraphs unityUnity means onenessContents of a paragraph should concern a single topicEvery part must concern every other partParagraph should concern a narrow topicUnity can vary in breathFor example, an entire report may be a paragraphExceptions are transitional paragraphs58Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University

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Keeping the paragraph shortShort paragraphs show organization betterMost readers prefer reading short paragraphsAbout eight lines is a good average lengthLength can vary with needA good practice is to question paragraphs over12 lines59Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University

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Putting topic sentences to good useTopic sentences can help make good paragraphs-Although it is not a mustThey express the main idea in the paragraphTheir placement depends on the writers planThey may come first or last or within the sentences-Mostly it comes first60Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University

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Omitting Unnecessary DetailLeave out unnecessary information Deciding what to include is a matter of judgmentJudge by putting yourself in readers place and ask yourself questions such like:How will the information be used?What will be used? What will not be used?Then make decisions61Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University

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Making the paragraph move forwardThe sentences move step by step to reach paragraph goal Each paragraphs move step by step to reach the overall goalIt makes the paragraph more orderly62Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University

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Part 3: Writing for EffectChapter 4Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University63


Lecture 6Writing for EffectHow Writing works

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OverviewNeed for EffectConversation Style, Rubber Stamps, Old LanguageYou-ViewpointPositive LanguageCourtesyFlow, Transitional Devices (visit: http://writing.wisc.edu/Handbook/Transitions.html to know about transitional devices)Emphasis

Writing for EffectEffective business writing sometimes must create the right effect. The right effect can help to build goodwill. And it can help in achieving message goals

Stiff and DullConversational

Create Right Effect Using Conversational StylePlease refer to your March 16 letter, in which you tell how to file a claim.

Enclosed is the brochure you asked about.

Ill gladly follow your suggestion if the price falls.Reference is made to your March 16 letter, in which you describe the approved procedure for initiating a claim.Enclosed herewith is the brochure about which you make inquiry.

I shall be most pleased to avail myself of your kind suggestion when and if prices decline.

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Create the Right Effect Avoid Rubber Stamps At an early date Attached please find Complying with your favor of Due to the fact Hit the road Bite the hand that feeds you Take it with a grain of salt Too many irons in the fire

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69Create Right Effect Avoid Old Business LanguageIn Openings we beg to advise your esteemed favor this is to inform youIn Contentsdeem it advisableattached heretoplease be advisedIn ClosingsThanking you in advanceWe beg to remainAnticipating your favorable response

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Create Right Effect By Emphasizing the You ViewpointWe:Our policy requires that you pay by the 10th of the month in order to earn the discount.You:You can earn the discount by paying by the 10th of the month.We:We are offering a special discount to all our loyal customers.You: As a loyal customer, you will receive a special discount.We: Send us your check for $741 today so that our books will show you as current.You: Will you please keep your account current by sending your check for $741 today?

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Common Negative Words Afraid Alibi Allege Apology Beware Blame Careless

Complaint Decline Difficult Disappoint Fail Fault Impossible

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Create Right Effect By Showing CourtesyNot this: Your training report for the third quarter has been received and has been judged to be satisfactory.But this: Congratulations, Jane, on the good teaching indicated by the third quarter training report you submitted.Not this: A prompt reply will be appreciated.But this: As the report is due on the 7th, Mr. Adam, will you please reply by that date.Show courtesy by singling out the reader.

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Honestly want to be courteous, and Honestly want to be friendly.Show courtesy by being sincere.Create Right Effect By Showing Courtesy

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Create Proper Effect By Making Message CoherentInitial Sentence: As always, we are willing to do as much as we reasonably can to make things right.Abrupt Shift: The facts in every case are different. Smooth Tie-in: What we can do in each instance is determined by the facts of the case.Show coherence through tie-in sentences.

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Create Proper Effect By Making Message CoherentTransitional sentences are essential to good writing. They are the mortar that holds bricks of thought together.

If you think Mr. James is most interested in the conclusion, begin with the conclusion. A direct beginning will permit him to make his decision without delay. If he has confidence in your work, he may not choose to read beyond this point.Show coherence through the use of pronouns.

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76Good Business Etiquette Should Guide the Use of EffectWhatever you write: SHOULD BE True SHOULD BE Fair SHOULD BE Considerate

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Lesson 2 Fundamentals of Business Writing