Business Communication

1. four
chapter
© 2015 McGraw-Hill Education.

2. Using an
Appropriate Style
chapter four

3.  Adapt your style.
 Use simple, familiar words.
 Use clichés, acronyms and
technical terms with caution.
 Use active verbs.
 Use words that don’t discriminate.
Learning Objectives

4.  Learn everything possible
about your readers. Consider
. . .
– how they think
– what they know
– their education level and
vocabulary
– their values
– their culture
 Then write directly to them.
Adapting Style

5.  Shorten
 Do
 About
 Find out
 Begin
 Much
 Decide
 Harmful
Abbreviate
Accomplish
Approximately
Ascertain
Commence
Considerable
Determine
Detrimental
Long, Unfamiliar Words Short, Familiar Words
Be Familiar

6.  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 Clichés

7. Example: Social Security’s technical language is
misunderstood by outsiders.
Be Accessible
Original Version Improved Version
Has sufficient quarters of coverage
to acquire an insured status.
Has worked long enough (under
Social Security) to become insured.
Survivors’ benefits Family insurance payments
Covered employment A job covered by Social Security
Deceased wage earner Worker who has died
To file a claim To apply for insurance payments
Aged workers Workers past 65

8.  ROI
 FTC
 CFO
 IPO
 IT
 RFP
 EOD
 Return on Investment
 Federal Trade Commission
 Chief Financial Officer
 Initial Public Offering
 Information Technology
 Request for Proposal
 End of Day
What do these letters mean?
Avoid Acronyms

9.  The committee (comprises) (constitutes)
representatives from all four sales districts.
 This building site cost a large (sum)
(amount) of money.
 She was (notorious) (noted) for her
concern for the poor.
 We found no evidence that would (cause)
(enable) us to support him.
 The management of this store is
independent (of) (from) the main office.
Be Precise

10. Concrete Words
Abstract Concrete
We have found that this technique is
successful.
Our research shows that 87 percent of
those using this technique are
successful.
Your department may hire some new
employees.
Your department may hire three new
stock clerks.
We will ship your order soon. 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 substantial pay raise.
Each of the branch managers will
receive a 15 percent pay raise.
This procedure requires a constant low
temperature.
This process requires a constant
temperature of 10 degrees centigrade.

11. Be Appropriate
Inappropriate Appropriate
The retailer needs to change it’s
marketing plan.
The retailer needs to change its
marketing plan.
We have contacted our ad agency
about they’re billing.
We have contacted our ad agency
about their billing.
I could use some advise on how to
handle this client issue.
I could use some advice on how to
handle this client issue.
That was a nice complement—thank
you.
That was a nice compliment—thank
you.
You will be the authority about
business writing.
You will be the authority on business
writing.

12. Be Active
Inappropriate Appropriate
The retailer needs to change
it’s marketing plan.
The retailer needs to change its
marketing plan.
We have contacted our ad
agency about they’re billing.
We have contacted our ad
agency about their billing.
I could use some advise on
how to handle this client
issue.
I could use some advice on how
how to handle this client issue.
That was a nice
complement—thank you.
That was a nice compliment—
thank you.
You will be the authority
business writing.
You will be the authority on
business writing.

13. classify
compute
explore
inform
negotiate
observe
represent
Camouflaged Strong
make a classification
make a computation
conduct an exploration
provide information
engage in negotiation
make an observation
provide representation
Be Strong

14.  Use gender-neutral words.
 Avoid words that
stereotype by
– race.
– nationality.
– sexual orientation.
– age.
– disability.
Don’t Discriminate

15.  Limit sentence
content.
 Economize on
words.
 Determine emphasis
in sentence design.
 Give the sentences
unity.
 Word sentences
logically.
Clear Sentences