Chapter 2 The Seven C’s of
Effective Communication
by
Syed Maqsood Ahmed
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Business Communication
To compose effective written or oral messages, you must apply certain communication principles.
These principles provide guidelines for choice of content & style of presentation, adapted to the purpose & receiver of your message.
Called the seven C’s
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The seven C’s
1) Completeness2) Conciseness3) Consideration4) Concreteness5) Clarity6) Courtesy7) Correctness
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CompletenessYour business message is complete when it
contains all the facts reader needs for the reaction you desire.
Completeness offers numerous benefits.First: Complete message are more likely to bring
the desired results without the expense of additional messages.
Second: They can do the better job of building goodwill.
Last:1. Provide all necessary information2.Answer all questions asked3.Give something extra when desirableSyed Maqsood Ahmed 4
Provide all necessary informationOne way to help make your message
complete is to answer the five W questions. Example: To reserve a hotel banquet room.1.(Who) Sponsoring organization 2.(What) Specify the accommodation
needed3.(When) Date & Time 4.(Where) Location 5.(Why) Event The five question method is especially useful
when you write Request, Announcements etc.
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Customer Point of View
5 W’sWhat To Buy ?How Much To Buy ?Where To Buy ?When To Buy ?How To Buy ?
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Answer All Questions AskedWhenever you reply to an inquiry try to
answer all questions.A prospective customer’s reaction to an
incomplete reply is likely to be unfavorable.The customer may think the respond is
careless is purposely trying to conceal weak point
If you have no information on particular question, say so clearly
If you have unfavorable information in answer to certain questions, handle your reply with both tact & honest.
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Conciseness Conciseness is saying what you have to say in
fewest possible words without sacrificing the other C qualities.
A concise message is complete without being wordy.
A concise message saves time & expenses for both sender & receiver.
Examples: From the book.Include only relevant material.Avoid unnecessary repetition.
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Consideration Consideration means preparing every message
with receivers in mind; Try to put yourself in their place & you must be
aware of their desires, emotions & probable reactions to your request. Expels 4rm Book
Focus on You instead of IThis thoughtful consideration is also called “you
attitude”, or understanding of human nature. Show Audience Benefit in the ReceiverTo create considerate, audience-oriented
messages, focus on how message receivers will benefit, what they will receive & what they want or need to know.
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Concreteness Communicating concretely means being
specific, definite, & vivid rather than vague & general.
The benefits to business professionals of using concrete facts & figures are obvious:
Your receiver know exactly what is required or desired.
Using concrete language has some additional advantages. Concrete messages are more richly textured than general or vague messages. Expels.
Use Specific Facts & FiguresPut Actions in Your Verbs
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Clarity Getting the meaning from your head into the
head of your reader accurately – is the purpose of clarity.
Certainly you know it is not simple we all carry around our own unique interpretations, ideas, experiences associated with words.
Choose Precise, Concrete, & Familiar Words.
Clarity is achieved in part through precise & familiar language. When you use precise or concrete language you select exactly the right word to convey your message.
Familiar words as b/w 2 good friends, Syed Maqsood Ahmed 11
Courtesy True courtesy involves being aware not only
of the perspective of others, but also their feelings.
Courtesy stems from a sincere you attitude It is not merely to show politeness with
magnetized assertion of “please” & “thank you”., but it is politeness that grows out of respect & concern for others
For this one should need to be Sincerely tactful, thoughtful & appreciative.Use expressions that shows respect.Choose non-discriminatory expressions Examples From Book.Syed Maqsood Ahmed 12
Correctness At the core of correctness is proper grammar,
punctuation, & spelling. However a message may be perfect
grammatically & mechanically but still insult or a lose customer.
The term correctness as applied to business messages also means the following 3 characteristics.
1.Use the right level of language 2.Check accuracy of facts, figures & words3.Maintain acceptable writing mechanics.
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Levels of Language There are three levels of languageFormal Formal language is associated with scholarly
writing Legal documents, top level government
agreements etc. Where formality is demanded InformalInformal writing is more characteristic of
business writing here you use words that are short, well known & conversational.
Substandard Using incorrect words, incorrect grammar,
faulty pronunciation all suggest an inability to use good English. Examples 4rm Book.
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Thank You
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