writing for effect , conversational style , controversy , avoid being formal unnecessarily , role of emphasis

1. Writing for effect

2. The importance of effect
• Clarity is the prime concern for writing in internal operational
communication
• External communication is a matter of goodwill besides the exchange
of information
• An effect that contributes to the favorable image of the company
• All business enjoy the outcome of goodwill
• To be successful in email and letter are required to achieve specific
effects

3. Conversational style
• Language that resembles conversation
• Leads to an impression that people like
• Natural and worm liked by the receivers

4. Avoid being formal unnecessarily
• It makes the conversation unnatural and cold
• Does not lead to the goodwill effect
Stiff and dull Conversational
Enclosed herewith is the brochure about
which you make inquiry
Enclosed is the brochure you asked about
I shall be most pleased to avail myself of
your kind suggestion when and if prices
decline
I will gladly follow your suggestion if the
price falls
Reference is made to your may 7 email,
In which you describe the approved
procedure for initiating a claim
Please refer to your may 7 email in which
you tell how to file a claim

5. Avoid the rubber stamps
• It the common word use always in a specific situation
• Due to over use they do not match the situation exclusively
• These can be avoided by writing in your conversational language
Rubber stamps
Call the shots I have received your message
Last but not the least According to our records
Learning the ropes This is to inform you that
Leave no stone unturned In accordance with your instructions
To add insult to injury I am happy to answer your message

6. This is to advise that we deem it a great pleasure to
approve subject of your request as per letter on 12th
inst.
Yes, you certainly may use the equipment you asked
about in your letter of august 12
Please be advised that you should sign the form
before the 1st
You should sign the form before the 1st
Hopping this meets with your approval I hope you approve this

7. You view point
• A technique to bring goodwill in business writing which emphasis the
readers interest
• We have received your report of May 1
Thank you for your report of may 1
• It is also known as you-attitude
• It is not about using 2nd person in sentences rather the corner of the reader
• Using you can emphasis our interest |If you do not pay by 15th , you must pay a
penalty # we request you to pay by 15th so that you can avoid the penalty
Using we can emphasis the reader concern| we will do whatever we can to protect
your interest

8. Do it…please!!!
We view point You view point
We are happy to have your order for HP products,
which we are sending today by UPS
Your order of HP products should reach you by
Saturday as they are shipped by UPS today
We sell the Chicago cutlery set for the low price of $24
each and suggest a retail price of $36.50
You can reap a $12.50 profit on each Chicago cutlery
set you sell at $36.50, for your cost is only $24
So that we complete our file record on you, we asked
that you submit us your January report
So that your file records may be completed, please
send us your January report
We shipped the two dozen cross desk sets you
ordered
Your two dozen cross desk sets should reach you with
this letter
We require that you sign the sales slip before we will
charge to your account
For your protection you will charged only after you
have signed the sales slip

9. controversy
Against For
Insincere and manipulative leads to dishonesty The objective is to treat people courteously
It is a technique of persuasion that may go for bad
goals
If the goal is bad the persuasion should be
condemned. However, when the goal is good the
technique is also good. Its like the power at hand you
can use it for good as well as for bad

10. Positive language
• Achieving the goal of business writing depends heavily on the word
you use
• Avoid the use of negative worlds like mistake, problem, error,
damage, loss, failure etc.
• We regret to inform you that we cannot permit you to use our
auditorium for your meeting, as the SunCity investment club asked for
it first. We can, however, let you use our conference room, but it
seats only 60.
Although the SunCity club has reserved the auditorium for Saturday,
we can instead offer you our conference room, which seats 60.

11. You failed to give us the specifications of the chair you
ordered
So that you have the one chair you want, will you
please check your choice of fabric on the enclosed
card?
Smoking is not permitted anywhere except the in the
lobby
Smoking is permitted in the lobby only
We cannot deliver until Friday We can deliver the goods on Friday
You were wrong in your conclusion, for paragraph 3 of
our agreement clearly states………
Please read paragraph 3 of our agreement, which
explains…….
We regret to inform you that we must deny your
request for credit
For the time being, we can serve you on a cash basis
only

12. courtesy
• It means treating people with respect and friendly human concern
• Rather than stock phrases consider what will make your reader feel
most comfortable, understood and appreciated.
• Writing in conversational language, you view point and positive word
all are used for courteous writing

13. • Focusing the message on the reader
• Write directly for one reader and for one situation
• Use the name of the reader name in the message
• Your are correct Mr. Brock, as you know, Helen etc.
• Avoid preaching / lecturing
• Preaching tone hurts the goodwill
• We Human beings are like to treat as equal
• It often occurs when write wants to convince the reader for somethings
• You must take advantages of the savings like this if you are to be successful. The
money you save pile up. In time you will have dollars.
• Sharp logic like I am sure, evidence shows that.. Etc. fall into preach category
• Phrases like you should, you need, you must etc.

14. • Doing more than is expected
• Make your reader delighted by putting some extra efforts
• Rather than politely refuse the proposal only explain the justification, or offer
an alternative
• Many of the practitioners think that these violet conciseness and should
avoid doing this
• However, the information we provide will establish goodwill and conciseness
deals with the number of word to express the idea

15. • Avoid anger
• Anger only achieve the anger of readers
• I cannot understand your negligence
• We will not tolerate this condition
• Your careless attitude has caused us a loss in sales

16. Being sincere
• Effort to be courteous must be sincere
• Sincerity is the outcome of believing in courtesy
• Overdoing the goodwill technique
• Avoid over use of you view point
• We are extremely pleased to be able to help you and want you to know that
your satisfaction means more than anything to us
• Exaggerating
• Never has there been, nor will there be, a fan as smooth running and
whispering quit as the North Wind
• Avoid unjustified using of superlative

17. Role of emphasis
• Proper emphasis should be given to the idea you communicate
• There are four basic emphasis technique
• Position- beginning and ending carry emphasis
• Space and emphasis- the more space a topic is received the more emphasis
the topic is received
• Structure and emphasis- short simple sentence emphasis sentences
• Mechanical means of emphasis- underline, quotation mark, italics, boldface
type, solid capitals etc.

18. Coherence
• Relationships among the parts should be clear to maintain coherence
• Information should be presented in logical order
• Transitional expressions should be used to maintain coherence
• In contrast, order…… First second third etc.