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Writing for your businessin plain English

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Business English—best practice

Active voice

Short sentences

Bullets and numbers

Simple words

Verbs not nouns

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What is the problem?

It takes time to read. Time is money.

If your message doesn’t arrive, you lose.

Everybody wants quick access to information

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What is the solution?

Know your audience.

Use plain English.

Structure your information for easy reading.

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Knowing your audience (overview)

Understand their:

Context

Viewpoints

Skills

Use tools:

Personas

Scenarios

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Plain English (overview)

Everyday words

Short sentences

Active voice and writing personally

Same words each timeNo synonymsSame word pattern

Clear meaning

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Structure (overview)

Chunking—the 7±2 rulePeople only cope with about 7 things at a

time.People learn by grouping things into chunks.

Tables

Headings

Bullets and numbers

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Knowing your audience

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Knowing your audience—context

In what context will they read the information?Motivation?Pressure or distractions?Other information available?Access to experts for help?

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Knowing your audience—viewpoints

What is the viewpoint of your audience?Confident?Caring about detailWilling to use initiative?Potentially hostile?

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Knowing your audience—skills

What do they know already?What detail do you need?Is it OK to use jargon?

What is their reading age?Do you have to use REALLY simple

language?

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Knowing your audience—tools

PersonasCreate imaginary people who are your

typical audience members.Make them ‘real’ —create a past,

present and future for them.

ScenariosCreate imaginary situations for your

personas and make them ‘real’.

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Knowing the audience—examples

Directions around your suburbWith residents you can say

“Go to the hospital”.

Industry jargon—use it when needed.neoplasm (to doctors)tumour (to other people)

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Knowing the audience—examples

Absolute location‘Melways’ Map 30, A7Third shop along Mitchell St from the

High St corner (partly relative)

Relative locationTake the third turn left and then the

second turn right.

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Plain English language

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Same words each time

Always use the same word for something—Don’t change names for variety.

Use the same word pattern—Don’t change for the sake of it.

Don’t worry about being boring.Transfer information, don’t entertain.Use pictures and colour to reduce boredom.

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Everyday words

Traditional Plain English alternative

despite the fact that though, although

determine decide, work out, set, end

detrimental harmful, damaging

difficulties problems

diminish lessen, reduce

disburse pay, pay out

discharge carry out

disclose tell, show

disconnect cut off, unplug

discontinue stop, end

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More verbs, fewer nouns

Avoid making verbs into nouns.Don’t say “Make application”.Say “Apply”.

Watch out for noun strings.“tank restraint safety lock emergency

release lever” Being brief is good, but you can go too far!

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Foreign words

i.e., e.g., etc., vs, et al, viz, via

ergo, ad hoc, per annum, carte blanche, panache, raison d’etre, zeitgeist, chutzpeh

Some people don’t know foreign words.Use English!

Do keep enjoying them outside your business writing!

Quiz Point —What do these mean?

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Old fashioned words

These (and many others) have no place in business English!

hereto hereinafter hereby aforesaid bequeath asunder

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Short sentences

Break sentences up.

Aim for 1–2 clauses per sentence.

This uses simple language, but it is too long!An orange is a round reddish-yellow fruit, which comes from a medium-sized tree harvested in the winter, and contains Vitamin C, essential for the vitality of human blood.

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Short sentences

Break sentences up.

Aim for 1–2 clauses per sentence.

This is better!An orange is a round reddish-yellow fruit. It comes from a medium-sized tree harvested in the winter. Oranges contain Vitamin C, essential for the vitality of human blood.

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Short paragraphs

Have one idea per paragraph.

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Write personally—’we’ and ‘you’

Address the reader directly.

Use we and you.

This helps you to be clear about who does what.

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Write personally—’we’ and ‘you’

Personal:

‘If you are not satisfied with our service, we may refund your money.’

Impersonal:

‘Refunds may be given to customers who consider that they have not received satisfactory service.’

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Write personally—use commands

When writing instructions, use commands (imperative).

Statement (not imperative):‘Passengers are not permitted to open the doors. Doors may only be opened by crew members.’

Command:‘Do not open the doors. Ask a crew member to open them for you.’

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Use active voice

Quiz PointTranslate into active voice:The engine is started by the driver.

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Use active voice

Quiz Point AnswerThis is in active voice:The driver starts the engine.

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Use active voice

Who is the agent?The person doing the action.We usually want to know who the agent

is.

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Use active voice

Passive voice:Object goes first.Subject (agent) last or missing.Reader has to mentally turn it around.Sometimes not clear who does what.

‘The form must be signed.’‘The notice was posted by the manager’

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Use active voice

Active voice:Subject (agent) first—never missing Object lastQuicker to readClear who does what

‘Applicants must sign the form.’‘The manager posted the notice.’

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Reifying—when you reify, you:

Say that something inanimate is an agent.“The report forces us to consider three options””Checking helps you avoid mistakes””The picture shows how to wrap the parcel”

Do not correctly identify the agent. (Agent is not real!)

Do not communicate the sequence <Agent> <Action> <Object>.

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Reifying—possible cures

Refer to the author of the document. “The authors of the report force us to consider three options.”

Describe action and consequence. ”If you check, you may make fewer mistakes.”

Describe action to get information. “See the picture to find out how to wrap the parcel.”

Use an appropriate verb for the agent, such as ‘is’ or ‘contains’.

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Reifying is an advanced topic

Do not worry too much about reification.

Even this presentation has it.

If you worry too much you may:Waste time and effortEnd up with more verbose results

Just watch out for missing agents. People need to know who is responsible.

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Is your meaning clear?

Simple language can be ambiguous—Check your work.Get someone else to read it.

Hotel SignsNorway

Ladies are requested not to have children in the bar. Budapest

Please do not feed the animals. If you have any suitable food, give it to the guard on duty.

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When to use plain English:

When you want to give:InformationInstructionsWarningsBusiness communication

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When to use creative English:

Creative writingPoetryFiction

Personal letters

Essays

Journalism

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Structure for easy reading

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Chunking and 7±2

Only have 7 items at a time.

If you have more than 7, create groups.

Give groups names (subheadings).

If you have more than 7 groups, group the groups and give them names.

This is the natural way that everyone learns.

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Chunking and 7±2 —example

Party piesPizzaPotato chipsCup cakesLamingtonsBirthday cakeSauceIceCordialDrink jugsCupsServiettesPlatesCandlesSparklersMatches

BalloonsStreamersGame prizesTablecloths‘Twister’ gameDonkey poster‘Blu-tack’Donkey tailsTreasure hunt prizesSend invitationsWarm piesMix cordialSet out foodSet up donkey gameSet up treasure hunt

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Chunking and 7±2 —example

FoodParty piesPizzaPotato chipsCup cakesLamingtonsBirthday cakeSauceIceCordialEquipment (food)Drink jugsCupsServiettesPlatesCandlesSparklersMatches

Equipment (other)BalloonsStreamersGame prizesTableclothsGames‘Twister’ gameDonkey poster‘Blu-tack’Donkey tailsTreasure hunt prizesTasksSend invitationsWarm piesMix cordialSet out foodSet up donkey gameSet up treasure hunt

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In what way is information the opposite of food?

Chunking and 7±2

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In what way is information the opposite of food?

To digest food, we break it down into components.

To digest information, we build it up into chunks.

Chunking and 7±2

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Tables

If you have more than two pairs of items, use a table.

The Blue team has 5 members, the Red team has 7 members and the Green team has 4 members.

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Tables

If you have more than two pairs of items, use a table.

The Blue team has 5 members, the Red team has 7 members and the Green team has 4 members.

Team Members Blue 5 Red 7 Green 4

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Headings

Put headings and subheadings in your text:Readers can quickly see what it is

about.Readers may only need to read some

parts.The headings ‘chunk’ the information

for easy digestion.

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Headings

Make a hierarchy:Normally uses level 1, 2 and 3.Shows the structure of your document.Makes it easy to generate a table of

contents.

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Lists

If you list 3 or more items, show them on separate lines.

If there are 9 or more items, split the list into two levels (‘chunking’).

Know when to use bullets and numbers.

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Bullets and numbers

Numbers:Use when there is order or rank:

StepsRanking

Bullets:Use for other lists.

Neither:OK for single line lists.

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Bullets and numbers—example

1 Heat the pan.

2 Fry onions.

3 Brown the meat.

4 Add the curry paste.

5 Fry for two minutes.

6 Add stock or water.

7 Simmer for 20 minutes.

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Bullets and numbers—example

1 Heat the pan.

2 Fry onions.

3 Brown the meat.

4 Add the curry paste.

5 Fry for two minutes.

6 Add stock or water.

7 Simmer for 20 minutes.

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Bullets and numbers—example

Favourite pastimes:Going to the movies, but only to see

shows that cheer people upWatching football on TVWalking in the bushHaving coffee with friends

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Bullets and numbers—example

Favourite pastimes:Going to the movies, but only to see

shows that cheer people upWatching football on TVWalking in the bushHaving coffee with friends

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Bullets and numbers—example

Shopping list:

bread

lettuce

pasta

milk

bananas

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Parallel form in lists

Have the same word patterns for all list items—don’t mix:WordsPhrasesQuestionsCommands

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Parallel form in lists

Favourite pastimes:Going to the movies, but only shows

that cheer people upDo you like watching football as

much as I do?I go walking in the bush every week.Coffee with friends

Don’t do it this way!

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Favourite pastimes:Going to the movies, but only to see

shows that cheer people upWatching football on TVWalking in the bushHaving coffee with friends

Parallel form in lists

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Punctuation and grammar revision

! ; . , : ?Misplaced! Dangling!

Squinting! Agreement!

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Commas 1

Use when the phrase is not essential:Tim, who smokes, may get cancer.

Not when the phrase is essential for the sentence:People who smoke may get cancer.

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Commas

Separating items in a list, but

Not separating subject and verb:The large, grey object fell from the

ceiling.Not hereHere

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‘Which’ and ‘that’

Which clauses add information and have a comma.

Go to the main menu, which shows all options.

That clauses help to identify or distinguish.

List all orders that have status Approved.

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Misuse of modifiers —> ambiguity

Changes we are considering will affect all new members. (misplaced)

People who jog often have knee injuries. (squinting)

Walking around the town, the prosperity was easy to see. (dangling)

Don’t do it this way!

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Subject and verb agreement

One of the boys has arrived.

Several have gone home.

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Subject and verb agreement

Any, none, some, most depend on the contextMost of the money is in the bank.Most of the crew are aboard.

Collective nouns depend on the contextThe team has arrived. (as one)The team are getting changed. (as

individuals)

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Pronoun-antecedent agreement

The leader and the sponsor have played their parts.

My friend and brother, Ian, lent me his car for the occasion.

Everyone has his own path in life.

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Tense

Present tenseHe eats the cake.

Past tenseHe ate the cake.

Future tenseHe will eat the cake.

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Person

First person (I, we)I eat the cake.

Second person (you)You eat the cake.Eat the cake!

Third person (he, she, they, it)She eats the cake.

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Verb form

Indicative (narrative)“The Line Manager authorises the Application for Leave.”

Imperative (command)“Authorise the Application for Leave.”

Progressive (in the act of ‘-ing’)“Authorising the Application for Leave”

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The greengrocer’s apostrophe

Apostrophes have two correct uses:Possessive—John’s book, the dogs’ collars.Shortening words—I wasn’t hungry.

Never use apostrophes just for plurals. These are correct:Three cappuccinos, please.The bank has two new ATMs.

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The greengrocer’s apostrophe

Bob the Angry Flower’s Quick Guide to the Apostrophe

http://angryflower.com/aposter.html

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Writing instructions—General best practice

Tips for better instructions— For use anywhere!

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Tense

Present tenseUse most of the time.

Past tenseOnly use to show something in the past.

Future tenseOnly use to emphasise a time delay.

Otherwise use present tense.

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Shall, Will

ShallDo not use. It sounds pompous and

legalistic. Just say ‘Do it.’

Will (future tense)Only use to emphasize a time delay.

Otherwise use present tense.

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Must, Please

MustUse sparingly for very important

things or people will ignore it.If you put it in for something that is

optional, you could fail an audit.

PleaseIt is nice to be nice, but ‘please’ creates

word clutter.

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AND, OR in bulleted lists

Put AND or OR at the end of each item if it is not clear whether:All items apply ORAt least one item applies

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Common terms

Use consistent naming for everything.

Build a list of terms: Let everyone contribute.Store in common area.Categorise the terms (7±2!).Later on, add definitions to make a

useful glossary.

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Slash /, (s)

Do not use slash / It is ambiguous and confusing.Does it mean ‘or’ or ‘and’?

--- or --- or both is better than and/or

Do not use (s) or /s to allow for a possible plural. Just make it plural anyway.

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Plain English examples

Rescuing the reader

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Plain English example

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Plain English example 2