Seven C's

 When We talk about “ Effective
Communication” one thing that comes in
mind, what are the basic principles of
“effective communication” .
 These principles tells us how your message
can becomes effective for your target group.
 These principles also tell about style and
importance of the message.
 These principles commonly known as 7 C’s
of effective communication.

1. Completeness
2. Conciseness
3. Consideration
4. Concreteness
5. Clarity
6. Courtesy
7. Correctness

 Message Receiver- either listener or reader, desire
complete information to their question.
e.g. suppose you are working with multinational company
who is engaging with engineering goods , like A.C. Now
let say one of your major customer wants some technical
information regarding “thermostat” (because he wants to
convey the same to the end users ). In this case you have
to provide him complete information in a short span of
time.
 If possible, provide him some extra information which he
does not know,.
 In this way you can maintain a good business relation with
him, otherwise he may switch to an other company.

 One way to make your message complete is to
answer the five W’s.
 WHO?
 WHAT?
 WHEN?
 WHERE?
 WHY?
 The five question method is useful when you
write requests, announcements, or other
informative messages.
 For instance, to order (request) merchandise,
make clear WHAT you want, WHEN u need it,
WHERE it is to be sent.

Check list
1. Provide all necessary information.
2. Answer all questions asked.
3. Give something extra, when desirable.

 The owner of a mutual fund stock wrote to the
investment department of your bank ,that he
wanted to sell his shares. He asked,” just how
does your bank want me to authorize this
sale?”
 How would you reply to this query keeping the
five Ws and one H guideline in mind?

 You are the president of an industry
association and have received the following
inquiry from an out of town member, “I think I
would like to attend my first meeting of the
association, even though I am not acquainted
with your city. Will you please tell me where
the next meeting is being held?
 How would you reply to this letter keeping in
mind Completeness of the message?

 Conciseness means “convey the message by
using fewest words”.
 “Conciseness is the prerequisite to effective
business communication.” As you know
that all businessmen have very short time .
 Hence a concise message save the time and
expenses for both the parties.

For achieving the conciseness you
have to consider the following.
1.Avoid wordy expression
2.Include only relevant material
3.Avoid unnecessary repetition.

 E.g. Wordy:- at this time.
Instead of “at this time” you can just use only a
concise word:- NOW ,
Always try to use “ To the point Approach” in
business scenario perspective.

 Always try to provide only relevant information to the
receiver of the message.
 Lets say one of your customer requested
 for clients of the company
 in reply you should provide simply list of clients at the panel of
your company.
 No need to provide detailed business information about client at
all.
 Observe the following suggestions to “ Include only
relevant information.”
› Stick to the purpose of message
› Delete irrelevant words
› Avoid long introduction, unnecessary explanation etc.
› Get to the important point concisely.

 Some times repetition is necessary for
focusing some special issue.
 But when the same thing is said with out two
or three reasons, the message become wordy
and boring.
 That’s why try to avoid Un-necessary
repetition.

 Use shorter name after you have mentioned
the long once. e.g.
 Spectrum communications Private limited
use spectrum.
 Use pronouns or initials E.g.
Instead of world trade organization use
WTO or You can use IT for Information
Technology.( keeping in views that receiver
knows about these terms)

Check list
1. Eliminate wordy expressions.
2. Include only relevant material.
3. Avoid unnecessary repetition.

Find single word substitutes for the phrases:
 Along the same lines
 At this time
 Consensus of opinion
 Date of policy
 Due to the fact that =Because
 During the time of the day
 During the year of
 Few and far between
 For a price of

 For the reason of that = Because
 From the point of view of =From ,for
 Have need of
 In accordance with your request
 In due course
 Allow me to say
 In reply , I wish to say
 Please be advised
 Please find attached

 Rewrite the following by omitting articles, trite
expressions, rambling sentences and repetitions:
 At this time I am writing to you to enclose the post paid
appointment card for the purpose of arranging a
convenient time when we might get-together for a
personal interview.
 Will you ship us sometime, any time during the month
of October , or even November if you are rushed , for
November will suit us just as well , in fact a little bit
better , 300 of the regular three and a half inch blue arm
bands with white sewn letter in the middle .

 Consideration means – To consider the
receiver’s Interest/Intention.
 It is very important in effective
communication while writing a message you
should always keep in mind your target group
consideration is very important “C” among all
the seven C’s.

i-Focus on “you” instead of “I” or “We”
ii-Show audience benefit or interest of the
receiver
iii-Emphasize positive, pleasant facts.
Using “you” help you, but over use lead a
negative reaction.

Always write a message in such a way how
audience should be benefited from it. e.g.
We attitude
I am delighted to announce that we will extend
to make shopping more.

You attitude
“You will be able to shop in the evening with the
extended hours.”
Readers may react positively when benefit are
shown to them.
Always try to address his/her need and want.

 Always show/write to reader………… what has
been done so far as his/her query is
concerned.
 And always avoid that his/her need and wants.
 Always avoid that has not been done so far.

Check list
1. Focus on ‘You’ instead of ‘I’ and ‘We’.
2. Show audience benefits or interest in the
receiver.
3. Emphasize positive, pleasant facts.

Write with a ‘you ‘ attitude , it shows
consideration
 I want to send my congratulations for ---
 We will ship soon the goods your May 4
order----
 We pay eight percent interest on -----

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

 Avoid negative – unpleasant words to show
consideration
It is impossible to open an account for you today.
We don’t refund if the returned item is soiled and
unusable.
When you travel on company expense, you will
not receive approval for first class fare.
To avoid further delay and inconvenience , we
are sending this report by express mail.

 Show reader benefit or interest in the
letter from an insurance company to
policy holders .
 Because we have not written to you in
sometime , please help us bring our record
by filling and returning the other half of the
card .

 It means that message should be specific
instead of general. Misunderstanding of words
creates problems for both parties (sender and
receiver).
 when you talk to your client always use facts
and figures instead of generic or irrelevant
information.

The following guidelines should help you to
achieve the Concreteness.
i- use specific facts and figures
ii-choose image building words
e.g.
General
He is very intelligent student of class and stood
first in the class.

Concrete
Salman’s GPA in B.Sc Electrical Engineering 2k3-
f session was 3.95/4.0, he stood first in his
class.
Always write on a very solid ground. It should
definitely create good image as well.

 Check List
1. Use specific facts and figures.
2. Put action in your verbs.
3. Choose vivid, image-building words.

 Rewrite the following in concrete form as the
sentences are too general and vague.
This computer reproduces campaign letters
fast
 Our product has won several prizes.
 These brakes stop a car within a short
distance.

 Put action into the words by using active instead of
passive voice.
 Tests were made by us
 A full report will be sent to you by the supervisor.
 The contract had a requirement ….
 Mr. Singh will give consideration to the report ….

 Use vivid image building words – adjectives
and adverts , and use less of abstract nouns
 The camera has a system that gives good
pictures.

In effective business communication the
message should be very much clear. So that
reader can understand it easily.
You should always Choose precise words.
Always choose familiar and easy words.
Construct effective sentences and paragraphs.

In business communication always use precise
words rather longer statements.
If you have a choice between long words and
shorter one, always use shorter one.
You should try your level best to use
familiar/easy to understand words so that
your reader will quickly under stand it

Familiar Next familiar words
1-after subsequent
2-home domicile
3-for example e.g.
4-pay remuneration
5-invoice Statement for payments

 Check Lists
1. Choose precise, concrete and familiar word.
2. Construct effective sentence and paragraphs.

 Use simple words
Circa(L)
Subsequent
Promulgate
Inadvertence
e.g..(L)
Domicile
Remuneration

 Choose a conversational style
 After perusal of pertinent data the conclusion
is that a lucrative market exists for the subject
property .
 Easement for egress and ingress
 A letter from the quality bureau to a plumber
said – “The efficacy of hydrochloric acid is
indisputable, but the corrosive residue is
incompatible with metallic permanence “.

 Headings:8-10 words
 Sentence length:15-20 words
 Paragraphs:40-70 words
Soft words vs hard words

 Knowing your audience allows you to use
statements of courtesy; be aware of your
message receiver.
True courtesy involves being aware not only of
the perspective of others, but also their
feelings. courtesy stems from a sincere you-
attitude.
 it is not merely politeness with mechanical
insertions of “please” and “Thank you” .
 Although Appling socially accepted manners is
a form of courtesy .
 rather, it is politeness that grow out respect
and concern for others.
Courteous communication generate a special
tone in their writing and speaking.

The following are suggestions for generating a
courteous tone:
 Be sincerely tactful, thoughtful and appreciative.
 Use expressions that show respect for the others
 Choose nondiscriminatory expressions
Be sincerely Tactful, Thoughtful and Appreciative
 Though few people are intentionally abrupt or
blunt, these negative traits are common cause of
discourtesy.
 avoid expression like those in the left hand column
below; rephrase them as shown in the right-hand
column.

Tactless, Blunt More Tactful
Stupid letter; I can’t understand I should understand it, as there is no
confusing word in this letter, could you
please explain it once again ..?
Its your fault, you did not properly read
my latest FAX
Sometimes my wording is not precise; let
me try again
Appreciation
Writers who send cordial, courteous messages of deserved
congratulations and appreciation (to a person inside &
outside) help to build goodwill. The value of goodwill or
public esteem for the firm may be worth thousands of
dollars.

 Check List
1. Be sincerely tactful, thoughtful and
appreciative.
2. Use expressions that show respect.
3. Choose nondiscriminatory expressions.

 Show courtesy by avoiding tactless & blunt
language.
Your letter is not clear at all:
Obviously, if you would read your policy
carefully you will be able to answer these
questions yourself.
Apparently you already forgotten what I wrote
you two weeks ago.

 Use gender friendly substitutes
 Mankind
 The best man for the job
 Manmade
 Manpower
 Businessman
 Sales man
 Chairman

 You guys should all be concerned about the
issue.
 Each manger has an assigned place – he
should park his car….
 Each customer will have change noted on his
bill

 SEMANTIC FACTORS IN WRITING
 Meeting room----
 Dog-----
 Gay-----
 Women’s libber-----
 Fair wages----
 Cheap----
 Speed---
 Scholar---
 Fat check---
 Worm---

At the core of correctness is proper grammar,
punctuation and spelling.
however, message must be perfect
grammatically and mechanically
. The term correctness, as applied to business
messages also mean three characteristics
o Use the right level of language
o Check the accuracy of figures, facts and
words
o Maintain acceptable writing mechanics

we suggest that there are three level of
language
1. formal
2. informal
3. substandard.
Take a quick guess: what kind of writing is
associated with each level? What is the
style of each?

Formal writing is often associated with scholarly
writing: doctoral dissertations, scholarly, legal
documents, top-level government agreements and
other material where formality is demanded.
Informal writing is more characteristic of business
writing. Here you use words that are short, well-
known and conversational as in this comparison
list:
More Formal less formal
Participate Join
Endeavor try
Ascertain find out
Utilize use
Interrogate question

Avoid substandard language. Using correct
words, incorrect grammar, faulty
pronunciation all suggest as inability to use
good English. Some examples follow:
Substandard More Acceptable
Ain’t isn’t,aren’t
Can’t hardly can hardly
Aim to proving aim to prove
Desirous to desirous of
Stoled stolen

Check Accuracy of Facts, Figures and words
It is impossible to convey meaning precisely, through words, from the
head of the sender to a receiver. Our goal is to be as precise as
possible, which means checking and double-checking and double-
checking to ensure that the figures, facts and words you use are
correct.
“A good check of your data is to have another person read and comment
on the validity of the material”
Figures and facts
 Verify your statistical data
 Double-check your totals
 Avoid guessing at laws that have an impact on you, the sender and
your
 Have someone else read your message if the topic involves data.
 Determine whether a “fact” has changed over time

Our Language (Any) is constantly changing. In fact, even dictionaries can not keep up with rapid
change in our language. the following words often confusing in usage:
A, An use a before consonants and
consonants sounds or a long ” u”
sound. Use an before vowels.
Accept, except accept is a verb and means to
receive. except is a verb or a
preposition and relates to
omitting or leaving out.
Anxious, eager Anxious implies worry, eager
conveys keen desire

 Check List
 Use the right level of language.
 Check accuracy of figures, facts and words.
 Maintain acceptable writing mechanics.

Seven C's

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Seven C's