FIRST FORMAL LETTER ASSIGNMENT

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WRITING CLEAR PARAGRAPHS Skillful paragraphing is also important to clear communication. Paragraphs show the reader where topics begin and end, thus helping the reader mentally organize the information. Strategic paragraphing also helps you make certain ideatand out and achieve the desired response to your message (see Exhibit 4-7).

EXHIBIT 4-7 What Is This Paragraph Doing?

Each paragraph needs to make a clear point. But it also needs to contribute to your overall communication strategy.

So ask yourself not only what each paragraph is saying but also what it is doing. Adding further support to a point? Explaining why something happened? Moving on to the reader's next question? Switching from what you can't do to what you can?

Have a clear purpose for each paragraph, and you'll be likely to have a clear point as well.

EXHIBIT 4-7 What Is This Paragraph Doing?

The following advice will help you use paragraphing to your best advantage.

LO 4-11 Compose paragraphs that are short and unified, use topic sentences effectively, and communicate coherently.

Give Paragraphs Unity

Like sentences, paragraphs should have unity. When applied to paragraph structure, unity means that a paragraph sticks to a single topic or ideaith everything in the paragraph developing this topic or ideahen you have finished the paragraph, you should be able to say, “All the points in this paragraph belong together because every part concerns every other part.”

A violation of unity is illustrated in the following paragraph from an application letter. Because the goal of the paragraph is to summarize the applicant's coursework, all the sentences should pertain to coursework. By shifting to personal qualities, the third sentence (in italics) violates paragraph unity. Taking this sentence out would correct the problem.

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Give every paragraph a clear focus. Page 85

At the university I studied all the basic accounting courses as well as specialized courses in taxation, international accounting, and computer security. I also took specialized coursework in the behavioral areas, with emphasis on human relations. Realizing the value of human relations in business, I also actively participated in organizations, such as Sigma Nu (social fraternity), Alpha Kappa Psi (professional fraternity), intramural soccer, and A Cappella. I selected my elective coursework to round out my general business education. Among my electives were courses in investments, advanced business report writing, financial policy, and management information systems.

Keep Paragraphs Short

As a rule, you should keep your paragraphs short. This suggestion will help with paragraph unity because unified paragraphs tend to be short.

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Using short paragraphs also aids prehension by helping your reader see the structure of your ideaIn addition, such writing is inviting to the eye. People simply prefer to read writing with frequent paragraph breaks.

the topic sentence serves as a headline for the paragraph, and all the other sentences supply the story.

How long a paragraph should be depends on its purpose and contents. Readability research has suggested an average length of eight lines for longer documents such as reports. Shorter paragraphs are appropriate for messages. And some paragraphs can be very short—as short as one line. One-line paragraphs are an especially appropriate means of emphasizing major points in business messages. As noted earlier in this chapter, a one-line paragraph may be all that is needed for a goodwill closing comment or an attention-grabbing opening.

A good rule to follow is to question the unity of any paragraph longer than eight lines. You will sometimes find that it has more than one topic. When you do, make each topic into a separate paragraph.

Make Good Use of Topic Sentences

One good way of organizing paragraphs is to use topic sentences. The topic sentence expresses the main idea a paragraph, and the remaining sentences build around and support it. In a sense, the topic sentence serves as a headline for the paragraph, and all the other sentences supply the story.

Not every paragraph must have a topic sentence. Some paragraphs introduce ideacontinue the point of the preceding paragraph, or present an assortment of facts that lead to no conclusion. The central thought of such paragraphs is difficult to put into a single sentence. Even so, you should use topic sentences whenever you can. They force you to determine the purpose of each paragraph and help you check for paragraph unity.

Where the topic sentence should be in the paragraph depends on the subject matter and the writer's plan, but you basically have three choices: the beginning, end, or middle

topic sentence first

The most common paragraph arrangement begins with the topic sentence and continues with the supporting material. This arrangement has strong appeal because it enables the reader to see right away how all the sentences in the paragraph will be related.

Let's say, for example, that you're writing a paragraph reporting on economists' replies to a survey question asking their view of business activity for the coming year. The facts to be presented are these: 13 percent of the economists expected an increase; 28 percent expected little or no change; 59 percent expected a downturn; 87 percent of those who expected a downturn thought it would come in the first quarter. The obvious conclusion— and the subject for the topic sentence—is that the majority expected a decline in the first quarter. Following this reasoning, you might develop a paragraph like this:

A majority of the economists consulted think that business activity will drop during the first quarter of next year. Of the 185 economists interviewed, 13 percent looked for continued increases in business activity, and 28 percent anticipated little or no change from the present high level. The remaining 59 percent looked for a recession. Of this group, nearly all (87 percent) believed that the downturn would occur during the first quarter of the year.

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topic sentence at the end

The second most common paragraph arrangement places the topic sentence at the end. Paragraphs of this kind present the supporting details first, and from these details they lead readers to the conclusion, as in this example:

Page 86 communication matters Beware the Vague or Illogical This

When using this to add coherence to your writing, be careful to make the reference both clear and logical.

What does this refer to in the following example?

I do not think the donors should be listed on the Web site. This may make some viewers feel uncomfortable or pressured to donate.

This almost refers to something clearly, but not quite. We can make the meaning sharp by revising the example in one of these ways:

I do not think the donors should be listed on the Web site. Naming the donors could make some viewers feel uncomfortable or pressured to donate.

I think we should avoid nng the donors on the Web site. This practice could make some viewers feel uncomfortable or pressured to donate.

Here's another example:

We need exposure to other markets. One of the easiest ways to do this is to advertise strategically.

“One of the easiest ways” to do what? There is nothing in the previous sentence that do this can refer to. Here's a possible correction:

We need to gain exposure to other markets. One of the easiest ways to do this is to advertise strategically.

Now do this has something it can refer to: “gain exposure.”

Any time you use the word this to refer to previous content, be sure the reference is clear. If it isn't, reword the content or write “this [something]” (e.g., “this practice”).

At present, inventories represent 3.8 months' supply, and their dollar value is the highest in history. If considerin relation to increased sales, however, they are not excessive. In fact, they are well within the range generally believed to be safe. Thus, inventories are not likely to cause a downward swing in the economy.

topic sentence within the paragraph

A third arrangement places the topic sentence somewhere within the paragraph. This arrangement is rarely used, and for good reason: It does not emphasize the topic sentence, which contains the main point. Still, you can

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sometimes justify using this arrangement for a special effect, as in this example:

Numerous materials have been used in manufacturing this part. And many have shown quite satisfactory results. Material 329, however, is superior to them all. When built with Material 329, the part is almost twice as strong as when built with the next best material. It is also three ounces lighter. Most important, it is cheaper than any of the other products.

Leave Out Unnecessary Detail

You should include in your paragraphs only the information needed to achieve your purpose.

What you need will be a matter of judgment. You can judge best by putting yourself in your reader's place. Ask yourself questions such as these: How will the information be used? What information will be used? What will not be used? Then make your decisions. If you follow this procedure, you will probably leave out much that you originally intended to use.

The following paragraph from a message to an employee pre-sents excessive information.

In reviewing the personnel records in our company database, I found that several items in your file were incomplete. The section titled “Work History” has blanks for three items of information. The first is for dates employed. The second is for company name. And the third is for type of work performed. On your record only company name was entered, leaving two items blank. Years employed or your duties were not indicated. This information is important. It is reviewed by your supervisors every time you are considerfor promotion or for a pay increase. Therefore, it must be completed. I request that you log into the company portal and update your personnel record at your earliest convenience.

The message says much more than the reader needs to know. The goal is to have the reader update the personnel record, and everything else is of questionable value. This revised message is better:

A recent review of the personnel records showed that your record is incomplete. Please log into the company portal at your earliest convenience to update it. This information will enable your supervisors to see all your qualifications when consider you for a promotion or a pay increase.

EXHIBIT 4-8 Enhancing Coherence

After organizing your material logically, the three main ways to give your sentences and paragraphs coherence are

repetition of key words.

use of pronouns (to refer back to something earlier).

use of appropriate transitional words.

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EXHIBIT 4-8 Enhancing Coherence Page 87

Make Paragraphs Coherent

Like well-made sentences, well-made paragraphs move the reader logically and smoothly from point to point. They clearly indicate how the different bits of information are related to each other in terms of logic and the writer's apparent purpose. This quality of enabling readers to proceed easily through your message, without side ps and backward shifts, is called coherence.

The best way to give your message coherence is to arrange its information in a logical order—an order appropriate for the situation. So important are such decisions to message writing that we devote whole chapters to different patterns of organization. But logical organization is not enough. Various techniques are needed to tie the information together. These techniques are known as transitional devices. Here we will discuss three major ones: repetition of key words and ideause of pronouns, and the use of transitional words.

repetition of key words and ideas

By repeating key words and idearom one sentence to the next, you can smoothly connect successive ideas. The following sentences illustrate this transitional device (key words are in italics):

I am a certified financial planner (CFP) and a member of the Financial Planning Association (FPA). Roughly 70 percent of the FPA's 23,800 members are CFPs. To earn this designation, we had to study for and pass a difficult exam. In addition, about half the members have been in business at least 15 years. As an organization, we want to establish planning as a true profession, one seen in the same light as medicine, the law, and accounting.

Like well-made sentences, well-made paragraphs move the reader logically and smoothly from point to

point.

use of pronouns

Because pronouns refer to words previously used, they make good transitions between ideaThe demonstrative pronouns (this, that, these, those) can be especially helpful. The following sentences (with the demonstrative pronouns in italics) illustrate this technique.

Ever since the introduction of our Model V nine years ago, consumers have suggested only one possible improvement—voice controls. During all this time, making this improvement has been the objective of Atkins research personnel. Now we proudly report that these efforts have been successful.

A word of caution, though: When using this or another demonstrative pronoun to refer to an earlier sentence, try to use it with a noun—for example, this plan—to make the reference clear (see the Communication Matters box on page 86).

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transitional words

When you talk in everyday conversation, you connect many of your thoughts with transitional words. But when you write, you may not use them enough. So be alert for places where providinuch words will help move your readers through your paragraphs.

Among the commonly used transitional words are in addition, besides, in spite of, in contrast, however, likewise, thus, therefore, for example, and also. A more extensive list appears in Chapter 8, where we review transitions in report writing. These words bridgeoughts by indicating the nature of the connection between what has been said awhat will be said n. In addition, for example, tells the reader that what is to be discussed next builds on what has been discussed. However clearly signals that a contrasting idea coming. Likewise indicates that what will be said rmbles what has just been said.

Notice how the transitional expressions (in italics) in the following paragraph show the relations among the parts and move the reader steadily forward through the idea

Three reasons justify moving from the Crowton site. First, the building rock in the Crowton area is questionable. The failure of recent geologic explorations in the area appears to confirm suspicions that the Crowton deposits are nearly exhausted. Second, the distances from the Crowton site to major markets make transportation costs unusually high. Obviously, any savings in transportation costs will add to company profits. Third, the out-of-date equipment at the Crowton plant makes this an ideaime for relocation. The old equipment at the Crowton plant could be scrapped.

The transition words first, second, and third bring out the paragraph's pattern of organization and make it easy for the reader to follow along.

Keep in mind that transitional devices can also be used between paragraphs—to tie thoughts together, to keep the focus of the message sharp, and to move the reader smoothly from point to point. Strive for coherence on both the paragraph and the document level.