Bài giảng Business Communication - Chapter four: Using An Appropriate Style

four“Choosing the best words depends on your goal and your readers.”Using An Appropriate StyleSelecting Appropriate WordsUse familiar words.Use slang and popular clichés with caution. Prefer short words.Use technical terms and acronyms with caution.Use concrete language.Prefer active verbs.Avoid camouflaged verbs.Select words for precise meanings.Avoid discriminatory wording.Use slang and popular clichés with caution.We’ll develop a branding strategy that pushes the envelope.This decision is a no-brainer.We’ve brought in the low-hanging fruit; now we need to reach out to more difficult prospects.Let’s develop a dog-and-pony show that our sales people can take around to different B2B suppliers.Use initials and acronyms with caution.RFIDFTCCDIPORVNATOIRSRadio Frequency IdentificationFederal Trade CommissionCertificate of Deposit/Compact DiscInitial Public OfferingRecreational VehicleNorth Atlantic Treaty OrganizationInternal Revenue ServiceWhat do these letters mean?Avoid discriminatory wording.Use gender-neutral words.Avoid words that stereotype byrace.nationality.sexual orientation.Avoid words that stereotype by age.Avoid words that typecast those with disabilities.Writing Clear SentencesLimit sentence content.Economize on words.Determine emphasis in sentence design.Give the sentences unity.Word sentences logically.Sentence EmphasisWrite sentences that give their contents proper emphasis.Short sentences stand out (an item standing alone gets emphasis).Long sentences de-emphasize content (the two or more items share emphasis).Writing Clear ParagraphsGive the paragraphs unity.Keep paragraphs short.Make good use of topic sentences.Leave out unnecessary detail.Make paragraphs coherent.Contrasting Pages: Long Paragraphing versus Short ParagraphingHeavy paragraphs make the writing appear to be dull and difficult.Short paragraphs give well-organized effect -- invite the reader to read.Writing for a Positive EffectUse a conversational style.Cut out rubber stamps.Use the you-viewpoint.Accent the positive.Stiff and DullConversationalUse a conversational style.Please refer to your March 16 letter, in which you tell how to file a claim.Enclosed is the brochure you asked about.I’ll 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.Cut out rubber stamps.At an early dateAttached please findComplying with your favor ofDue to the factHit the roadBite the hand that feeds youTake it with a grain of saltToo many irons in the fireAs perNeither here nor thereA good man is hard to findYou’d better believeLet her hair downRat raceThanking you in advanceCouldn’t care lessUse the you-viewpoint.We: 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?Accent the positive.Negative: Your misunderstanding of your policy prompts your accusation that we are at fault.Positive: Section 3 of your policy makes us responsible only when we service the equipment.Negative: I regret the inconvenience caused you by the breakdown of the equipment.Positive: The repaired equipment should give you years of good service.Negative: We must refuse your request to use our equipment.Positive: As we are a state office, our equipment can be used for government purposes only.Accent the positive with proper emphasis (placement).beginning and ending of the messagebeginning and ending of the paragraphbeginning and ending of the sentenceEmphasis by PositionTopic A receives more space than Topic B -- thus more emphasis.Topic ATopic BAccent the positive with proper emphasis (space). Emphasis by Volume