Business communication

1. Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
McGraw-Hill/Irwin
Chapter 3
Chapter 3
Adapting Your
Words to Your
Readers
© 2014 by McGraw-Hill Education. This is proprietary material
solely for authorized instructor use. Not authorized for sale or
distribution in any manner. This document may not be copied,
scanned, duplicated, forwarded, distributed, or posted on a
website, in whole or part.

2. 3-2
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
• Adapt your words to readers.
• Use familiar words.
• Prefer short words
• Use slang and popular clichés with caution.
• Use technical terms and acronyms with caution.
• Use concrete, specific words.
• Select words for appropriate usage.
• Prefer active verbs and avoid camouflaged verbs.
• Avoid discriminatory wording.
Chapter Overview

3. 3-3
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Adapt Your Wording to Your Readers
• Visualize your readers. Consider . . .
– how they think.
– what they know.
– their education level.
– etc.
• Then write for them.

4. 3-4
 Shorten
 Do
 About
 Find out
 Begin
 Much
 Decide
 Harmful
Abbreviate
Accomplish
Approximately
Ascertain
Commence
Considerable
Determine
Detrimental
Long, Unfamiliar Words Short, Familiar Words
Prefer Short, Familiar Words
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.

5. 3-5
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
• She really threw me under the bus when she
told the boss I was responsible for the missed
deadline.
• Our company experienced a paradigm shift
after adopting Six Sigma.
• The new branding strategy elevates our
brand.
• Our new writing consultant is a great resource
that we can leverage on our next campaign.
Avoid Slang and Popular Clichés

6. 3-6
Has worked long enough (under
Social Security) to become insured.
Family insurance payments
A job covered by Social Security
Worker who has died
To apply for insurance payments
Workers past 65
Has sufficient quarters of
coverage to acquire an insured
status.
Survivors’ benefits
Covered employment
Deceased wage earner
To file a claim
Aged workers
Technical Language Improved Version
Social Security’s technical language found
to be misunderstood by outsiders:
Use Technical Language Carefully
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.

7. 3-7
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
• She (claimed) (maintained) (said) that she was ill.
• He is angry (about) (with) the loss.
• I will try (to) (and) correct the error.
• I differ (with) (from) you on this conclusion.
• If he is late, I will not wait (for) (on) him longer than
ten minutes.
• She has an interest (in) (for) technical writing.
Choose the Precise Word

8. 3-8
Our research shows that 87 percent of
those using this technique are successful.
Your department may hire three new stock
clerks.
We will ship the Moss No. 41 desk sets you
ordered October 12 by Arrow Freight on
October 15.
Each of the branch managers will receive a
15 percent pay raise.
This process requires a constant
temperature of 10 degrees centigrade.
We have found that this technique is
successful.
Your department may hire some
new employees.
We will ship your order soon.
Each of the branch managers will
receive a substantial pay raise.
This procedure requires a constant low
temperature.
Abstract Concrete
Prefer the Concrete to the Abstract
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.

9. 3-9
I believe they padded the bill.
The president read your report.
The treasurer prepares the profit and
loss statement each month.
We suggest that you clean the
element in warm, soapy water.
Mr. Wong wants you to bring this
matter to the attention of the
manager.
It is believed that the bill was
padded.
Your report was read by the
president.
The profit and loss statement is
prepared by the treasurer each
month.
It is suggested that you clean the
element in warm, soapy water.
It is desired that every effort be
made to have this matter brought to
the attention of the manager.
Passive Active
Prefer the Active to the Passive
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.

10. 3-10
classify
compute
explore
inform
negotiate
observe
represent
make a classification
make a computation
conduct an exploration
provide information
engage in negotiation
make an observation
provide representation
Camouflaged Verb Strong Verb
Avoid Overuse of Camouflaged Verbs
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.

11. 3-11
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
• Use gender-neutral words.
• Avoid words that stereotype by
– race.
– nationality.
– sexual orientation.
– age.
• Avoid words that typecast those with
disabilities.
Avoid Discriminatory Wording

12. 3-12
manufactured, of human origin
personnel, workers
representative, member of Congress
business executive, businessperson
letter carrier, mail carrier
police officer
firefighter
camera operator
server
man-made
manpower
congressman
businessman
mailman
policeman
fireman
cameraman
waiter/waitress
Sexist Nonsexist
Avoid Discriminatory Wording
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.

13. 3-13
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
We will reimburse any employee
for travel expenses.
A customer who pays promptly is
placed on our preferred list.
A physician should treat patients
with respect.
Sexist Nonsexist
We will reimburse any employee
who paid his travel expenses.
If a customer pays promptly, he
is placed on our preferred list.
A physician should treat his
patients with respect.
Eliminate Offending Words

14. 3-14
If customers pay promptly, they are
placed on our preferred list.
When unauthorized employees
enter the security area, they are
subject to dismissal.
Supervisors are not responsible for
such losses if they are not negligent.
When customers need service, they
have the right to ask for it.
If a customer pays promptly, he is
placed on our preferred list.
When an unauthorized employee
enters the security area, he is
subject to dismissal.
A supervisor is not responsible for
such losses if he is not negligent.
When a customer needs service, it
is her right to ask for it.
Sexist Nonsexist
Make the Reference Plural
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.

15. 3-15
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
• Race
–a hard-working
Mexican
–an honest Sicilian
• Sexual Orientation
–A lesbian athlete
–A gay artist
Avoid Stereotyping Language
• Age
–golden ager
–youngster
• Disability
–deaf and dumb
–crippled