7 Cs of Business Communication7 Cs of Business Communication

Why do we write a business letter?Why do we write a business letter?

When we write a business letter, we are When we write a business letter, we are trying to convince someone to act or react in trying to convince someone to act or react in a positive way.a positive way.

Our reader will respond quickly only if our Our reader will respond quickly only if our meaning is crystal clear.meaning is crystal clear.

The 7 C’s of effective The 7 C’s of effective communicationcommunication

1.1. CompletenessCompleteness

2.2. ConcisenessConciseness

3.3. ConsiderationConsideration

4.4. ConcretenessConcreteness

5.5. ClarityClarity

6.6. CourtesyCourtesy

7.7. CorrectnessCorrectness

CompletenessCompleteness Your business message is complete when it contains all the Your business message is complete when it contains all the

facts, the reader or listener needs for the reaction you facts, the reader or listener needs for the reaction you desire.desire.

Communicators-Sender and receivers-differ in their mental Communicators-Sender and receivers-differ in their mental filters; they are influenced by their backgrounds, filters; they are influenced by their backgrounds, viewpoints, needs, experiences, attitudes, status, and viewpoints, needs, experiences, attitudes, status, and emotions.emotions.

Because of these differences, communication senders need Because of these differences, communication senders need to assess their messages through the eyes of receivers to to assess their messages through the eyes of receivers to be sure they have included all relevant information.be sure they have included all relevant information.

Provide all necessary informationProvide all necessary information• Who, what, where, when, why, how?Who, what, where, when, why, how?

Answer all questions askedAnswer all questions asked

Give something extra, when desirableGive something extra, when desirable

Completeness - examplesCompleteness - examples

Q: How come my request for an interview Q: How come my request for an interview did not receive a response?did not receive a response?• A: When was the letter sent? To whom? Who A: When was the letter sent? To whom? Who

sent it?sent it?

Q: I’m new to the city, and would like to Q: I’m new to the city, and would like to join your club. When is the next open join your club. When is the next open day?day?• A: Where are we? How to get here?A: Where are we? How to get here?

ConcisenessConciseness

Conciseness is saying what you have to Conciseness is saying what you have to say in the fewest possible words without say in the fewest possible words without sacrificing the other C qualities.sacrificing the other C qualities.

Eliminate wordy expressionsEliminate wordy expressions Include only relevant materialInclude only relevant material

• Stick to the purpose of the messageStick to the purpose of the message

Avoid unnecessary repetitionAvoid unnecessary repetition• Leads to dullnessLeads to dullness

ConcisenessConciseness

Eliminate Wordy Expressions: Eliminate Wordy Expressions:

At this timeAt this time NowNow

Due to the fact thatDue to the fact that BecauseBecause

Have need forHave need for NeedNeed

In due courseIn due course SoonSoon

ConcisenessConciseness

Omit unnecessary expressionsOmit unnecessary expressions

• Allow me to say how helpful your last response wasAllow me to say how helpful your last response was• Your last response was helpfulYour last response was helpful

Replace wordy conventional statementsReplace wordy conventional statements

• Please find attached the list you requestedPlease find attached the list you requested• The list you requested is attachedThe list you requested is attached

Avoid overusing empty phrasesAvoid overusing empty phrases

• There are four rules that should be observedThere are four rules that should be observed• Four rules should be observedFour rules should be observed

ConcisenessConciseness

Omit “which” and “that” clause whenever possible.Omit “which” and “that” clause whenever possible.

• She bought desks She bought desks thatthat are of the executive type. are of the executive type.• She bough executive-type desksShe bough executive-type desks

Eliminate unnecessary prepositional phrases.Eliminate unnecessary prepositional phrases.

• The issue The issue ofof most relevance is teamwork. most relevance is teamwork.• The most relevant issue is teamwork.The most relevant issue is teamwork.

Limit use of passive voiceLimit use of passive voice

• The reports are to be submitted by employee prior tp The reports are to be submitted by employee prior tp 5:00 at which time they will be received by Mr. Jones5:00 at which time they will be received by Mr. Jones

• Please submit your reports to Mr. Jones by 5:00Please submit your reports to Mr. Jones by 5:00

ConsiderationConsideration Consideration means preparing every message with the Consideration means preparing every message with the

message receiver in your mind.message receiver in your mind. You are considerate when you do not lose your temper, you do You are considerate when you do not lose your temper, you do

not accuse, you do not charge them without facts.not accuse, you do not charge them without facts.

Focus on you instead of I and weFocus on you instead of I and we

• You are foremost aware of their desires, problems, circumstances, You are foremost aware of their desires, problems, circumstances, emotions, and probable reactions to your request.emotions, and probable reactions to your request.

• This thoughtful consideration is also called “you attitude,” empathy, the This thoughtful consideration is also called “you attitude,” empathy, the human touch, and understanding.human touch, and understanding.

Show audience benefit or interest in the receiverShow audience benefit or interest in the receiver

• Readers react positively when benefits are shown to themReaders react positively when benefits are shown to them

Emphasise positive, pleasant factsEmphasise positive, pleasant facts

• Readers will react positively or negatively to certain wordsReaders will react positively or negatively to certain words

ConsiderationConsideration

Examples:Examples: I am delighted to announce that we will be I am delighted to announce that we will be

extending our hours to make shopping more extending our hours to make shopping more convenientconvenient

You will be able to shop evenings with the You will be able to shop evenings with the extended hoursextended hours…(Focus on “You” Instead of “I”)…(Focus on “You” Instead of “I”)

It is impossible to open an account for you today. It is impossible to open an account for you today. (Negative, Unpleasant)(Negative, Unpleasant)

When we receive proof of ID we will gladly open an When we receive proof of ID we will gladly open an account for you account for you (Emphasis on Positive, Pleasant Facts)(Emphasis on Positive, Pleasant Facts)

ConcretenessConcreteness

Communicating concretely means being specific, Communicating concretely means being specific, definite, and vivid rather than vague and general.definite, and vivid rather than vague and general.

Often it means using denotative (direct, explicit, often Often it means using denotative (direct, explicit, often dictionary based) rather than connotative words (ideas or dictionary based) rather than connotative words (ideas or notions suggested by or associated with a word or notions suggested by or associated with a word or phrase)phrase)

Thus, the term Thus, the term femalefemale may appear in a personal folder may appear in a personal folder as a part of a job description, yet widely different as a part of a job description, yet widely different connotations may occur when using terms as connotations may occur when using terms as wife, wife, mother, spinster, widow, maiden, matron, mother, spinster, widow, maiden, matron, or or dowager.dowager.

ConcretenessConcreteness

Guide Lines for creating concrete messages:Guide Lines for creating concrete messages:

Use specific facts and figuresUse specific facts and figures• It is desirable in both oral & written communicationIt is desirable in both oral & written communication

Example:Example:

She’s a brainShe’s a brain (Vague, General, Indefinite)(Vague, General, Indefinite)

Her grade-point average in 2006 was 3.9 on a Her grade-point average in 2006 was 3.9 on a four-point scale.four-point scale. (Concrete, Precise)(Concrete, Precise)

ConcretenessConcreteness

Guide Lines for creating concrete messages:Guide Lines for creating concrete messages:

Put action in your verbsPut action in your verbs

• Verbs propel thought:Verbs propel thought: Verbs can activate other words and help Verbs can activate other words and help make your sentences alive, more vigorous. That is to have dynamic make your sentences alive, more vigorous. That is to have dynamic sentences in your communication. Active verbs help your sentence more:sentences in your communication. Active verbs help your sentence more:

1.1. Specific:Specific: “The dream decided” is more explicit than “A decision has been “The dream decided” is more explicit than “A decision has been made”made”

2.2. Personal:Personal: “You will note” is both personal and specific; “It will be noted” is “You will note” is both personal and specific; “It will be noted” is impersonal.”impersonal.”

3.3. Concise:Concise: The passive requires more words and thus shows both writing The passive requires more words and thus shows both writing and reading. Compare “Figures show” with “It is shown in the figure.”and reading. Compare “Figures show” with “It is shown in the figure.”

4.4. Emphatic:Emphatic: Passive verbs dull action. Compare “The students held a Passive verbs dull action. Compare “The students held a contest” with “A contest was held by the students.”contest” with “A contest was held by the students.”

ClarityClarity

Getting the meaning from your head into the head of your Getting the meaning from your head into the head of your reader – reader – accuratelyaccurately

Guideline No.1 for Communicating with ClarityGuideline No.1 for Communicating with Clarity• Your audience will understand better if you Choose precise, Your audience will understand better if you Choose precise,

concrete and familiar wordsconcrete and familiar words FamiliarFamiliar PretentiousPretentiousAboutAbout circa (L)circa (L)AfterAfter subsequentsubsequentHomeHome domiciledomicileFor exampleFor example e.g. (L)e.g. (L)PayPay remunerationremunerationInvoiceInvoice statement for paymentstatement for payment

ClarityClarity

Example of Unfamiliar/Familiar sentences:Example of Unfamiliar/Familiar sentences:

Unfamiliar: Unfamiliar:

After our perusal of pertinent data, the conclusion is that After our perusal of pertinent data, the conclusion is that lucrative market exists for the subject property.lucrative market exists for the subject property.

FamiliarFamiliar

The date we studied show that your property is profitable The date we studied show that your property is profitable and in high demand.and in high demand.

ClarityClarity

Guideline No. 2 for Communicating with ClarityGuideline No. 2 for Communicating with Clarity

• Your audience will understand better if you construct Your audience will understand better if you construct effective sentences and paragraphs. This includes:effective sentences and paragraphs. This includes:

• Length of sentence:Length of sentence: Try for 17-20 words per sentence Try for 17-20 words per sentence

• Unity:Unity: In a sentence keep one idea at a time. If you In a sentence keep one idea at a time. If you want to add another idea, it should be closely related to want to add another idea, it should be closely related to the first one.the first one.

• Example: “I like Jim, and Eiffel Tower is in Paris”Example: “I like Jim, and Eiffel Tower is in Paris”

• Above sentence is obviously is not a unified sentence.Above sentence is obviously is not a unified sentence.

• Coherence:Coherence: In a coherent sentence the words are In a coherent sentence the words are correctly arranged so that the ideas clearly express the correctly arranged so that the ideas clearly express the intended meaning.intended meaning.

ClarityClarity

Example of Coherent and non-coherent sentences:Example of Coherent and non-coherent sentences:

Unclear: Being an excellent lawyer, I am sure you can help usUnclear: Being an excellent lawyer, I am sure you can help us

Clear: Being an excellent lawyer, you can surely help usClear: Being an excellent lawyer, you can surely help us

Unclear: Our report is about testing, broken down in unit and Unclear: Our report is about testing, broken down in unit and functional methodsfunctional methods

Clear: Our report on testing focused on unit and functional methodsClear: Our report on testing focused on unit and functional methods

Unclear: After planting 10, 000 berry plants, the deer came into our Unclear: After planting 10, 000 berry plants, the deer came into our botanist’s arm and crushed them.botanist’s arm and crushed them.

Clear: After our botanist had planted 10,000 berry plants, the deer Clear: After our botanist had planted 10,000 berry plants, the deer came into his farm and crushed themcame into his farm and crushed them

CourtesyCourtesy

The courtesy involves being aware not only of the The courtesy involves being aware not only of the perspective of others, but also their feelings.perspective of others, but also their feelings.

Knowing your audience allows you to use statements of Knowing your audience allows you to use statements of courtesycourtesy

Be sincerely tactful, thoughtful and appreciativeBe sincerely tactful, thoughtful and appreciative Use expressions that show respectUse expressions that show respect Choose non-discriminatory expressions, for example iChoose non-discriminatory expressions, for example in n

order to avoid gender discrimination you can use:order to avoid gender discrimination you can use: Entering student instead of freshmanEntering student instead of freshman Workers, employees instead of manpowerWorkers, employees instead of manpower The best candidate for the position instead of the best man for The best candidate for the position instead of the best man for

the position.the position.

CourtesyCourtesy

Clearly, you did not read my latest faxClearly, you did not read my latest fax

Sometimes my wording is not precise; let me try again Sometimes my wording is not precise; let me try again (Tactfulness)(Tactfulness)

Manpower vs. EmployeesManpower vs. Employees (More Desirable as its non-sexist term)(More Desirable as its non-sexist term)

Man-made vs. manufacturedMan-made vs. manufactured

The best man for the job vs. The best man for the job vs. The Best CandidateThe Best Candidate

Anyone who comes to the class late will get his grade Anyone who comes to the class late will get his grade reducedreduced

Students who come late to class will have their grades Students who come late to class will have their grades reduced reduced (Avoid using he/him)(Avoid using he/him)

CorrectnessCorrectness

At the core of Correctness is proper grammar, At the core of Correctness is proper grammar, punctuation, and spelling.punctuation, and spelling.

However, a message may be perfect grammatically and However, a message may be perfect grammatically and mechanically but still insult or lose a customermechanically but still insult or lose a customer

The term “Correctness,” as applied to business The term “Correctness,” as applied to business messages, also means the following three messages, also means the following three characteristics:characteristics:

Use the right level of languageUse the right level of language

Check accuracy of figures, facts, and wordsCheck accuracy of figures, facts, and words

Maintain acceptable witing mechanics.Maintain acceptable witing mechanics.

CorrectnessCorrectness Use the right level of Language:Use the right level of Language: There are three levels of language: formal, There are three levels of language: formal,

informal, and substandard.informal, and substandard.

FormalFormal writing this often associated with scholarly writing: doctoral dissertations, writing this often associated with scholarly writing: doctoral dissertations, scholarly articles, legal documents, top level government agreements, and other scholarly articles, legal documents, top level government agreements, and other material where formality is demanded.material where formality is demanded.

Informal Informal writing is more characteristic of business writing. Here you use words that writing is more characteristic of business writing. Here you use words that are short, well known, and conversational as follows:are short, well known, and conversational as follows:

• Formal vs. informalFormal vs. informal• Participate/joinParticipate/join• Procure/getProcure/get• Endeavour/tryEndeavour/try• Ascertain/find outAscertain/find out• Deem/thinkDeem/think

CorrectnessCorrectness

Check accuracy of figures & factsCheck accuracy of figures & facts

Verify your statistical data.Verify your statistical data.

Double-check your totalsDouble-check your totals

Avoid guessing at laws that have an impact on your, the Avoid guessing at laws that have an impact on your, the sender and your message receiversender and your message receiver

Have someone else read your message if the topic involves Have someone else read your message if the topic involves datadata

Determine whether a “fact” has changed overtime.Determine whether a “fact” has changed overtime.

CorrectnessCorrectness

Avoid using substandard language:Avoid using substandard language:

Substandard vs. more appropriateSubstandard vs. more appropriate

• Ain’t vs. isn’tAin’t vs. isn’t• Aim at proving vs. aim to proveAim at proving vs. aim to prove• Irregardless vs. regardlessIrregardless vs. regardless• Should of vs. should haveShould of vs. should have

CorrectnessCorrectness

Accept vs. exceptAccept vs. except• Accept is a verb and means to receive; Except is a verb or a Accept is a verb and means to receive; Except is a verb or a

preposition and relates to omitting or leaving out.preposition and relates to omitting or leaving out. Between vs. amongBetween vs. among

• Between involves two people, among three or moreBetween involves two people, among three or more Effect vs. affectEffect vs. affect

• Effect is a noun, affect is a verbEffect is a noun, affect is a verb

Farther vs. furtherFarther vs. further• Farther used for distance in space, further for distance in time, Farther used for distance in space, further for distance in time,

quality or degreequality or degree Imply, inferImply, infer

• Imply means “suggest”; infer means “to conclude”Imply means “suggest”; infer means “to conclude”