EFFECTIVE WRITING: THE 5 CS
Written communication has two aspects - content and layout. Each
document type has its own standard format and structure. Business
writing has moved from old-fashioned, impersonal style to being reader-
oriented. It aims for reader-friendly language to get favorable responses.
The 5 Cs of effective writing are:
Clarity - Written clearly and unambiguously at first reading to avoid
misunderstanding and save time. Uses simple words, short
sentences, proper punctuation, definite details, logical sequence.
Correctness - Accurate in all respects like spelling, grammar,
language, appearance, layout, information conveyed, tone, and
style.
Conciseness - Expresses ideas briefly without sacrificing clarity or
courtesy. Omits unnecessary words, reduces phrases, includes only
relevant details.
Courtesy - Considerate of reader's feelings. Uses courtesy words,
expresses appropriate sentiments, makes reader comfortable,
responds attentively and promptly.
Credibility - Wins reader's trust and belief through correctness,
clarity, consideration, and courtesy. Boastfulness reduces credibility.
Language
Modern business writing uses simple, easy to understand, friendly, and
courteous language. It builds goodwill and elicits positive feelings.
Technical terms should only be used if reader understands them or they
are explained. Words have multiple meanings and associations that must
be considered.
Reader's Point of View
Looking at the situation from the reader's perspective helps frame the
message advantageously for them. Emphasize the reader's benefit in
taking the suggested action. Understand and appeal to the reader's needs
and desires. Aim is a mutually beneficial response.
Planning the Message
Careful planning ensures all information is logically ordered in the most
reader-friendly style. Separate planning content from choosing
language/style. Consider the purpose, reader, and desired response.
Outline the structure: Opening, Information, Requested Action, Closing.
Composing a Letter
Opening draws favorable response by establishing rapport. Avoid
repetitive references to previous correspondence. Closing states next
action and leaves a goodwill impression. Last sentence is crucial for
desired effect. Plan content first, then compose in suitable language and
style based on reader's perspective.
LAYOUT OF A BUSINESS LETTER
Appearance of a Business Letter
A letter's visual impression comes from quality stationery, neat typing,
equal spacing, centered placement, and neat folding fitting the envelope.
Addresses on envelopes are typed halfway down and one-third across to
avoid post office marking.
Printed Stationery
Letterheads with company name, emblem, addresses, phone/fax
numbers, and directors' names project image. Continuation sheets in
same style as letterhead carry over text. Envelopes in matching quality
and color have company information printed neatly.
Parts of a Letter
Parts in fixed locations per custom include:
Date: 2 spaces below letterhead, at right margin, written out in full
Inside Address: Receiver's name and address in block format
Salutation: 2 spaces below address, matches first line of address
Subject Line: Below salutation, no introductory word
Complimentary Close: 2 spaces below text, at right margin
Signature: Name and title typed below close, leaving space for
signature
Other possible parts are Reference Number, Attention Line, Enclosures,
and Copy Notations. Each part has a specific style, position and function.
Modern word processors provide templates and wizards. A distinctive
structure creates a professional impression and aids processing.
METHODS TO IMPROVE COMMUNICATION SKILLS
Individual Efforts
Individuals must be aware of their communication barriers and make
conscious efforts to improve skills. The four basic skills needed in
proportion for managers are: speaking 30%, listening 45%, writing 9%,
reading 16%. Feedback and nonverbal skills are also very important.
Speaking skills like presentations, interviews, meetings, telephone, and
interpersonal conversations can be developed through training and
practice. Listening actively and attentively is essential and needs
consistent effort to cultivate. Writing must be precise with clear language
and persuasion. Reading techniques help process information efficiently
via skimming, speed reading, etc. Nonverbal sensitivity provides cues.
Seeking and using feedback improves two-way communication.
Organizational Efforts
Organizations must maintain communication media, environment, policies
and channels. Notice boards, intercoms, intranet, email, messengers, and
face-to-face meetings are key media.
Layouts and procedures should enable smooth information flow. Messages
must go through proper channels to avoid ill-will. Meetings and networks
allow simultaneous information receipt to prevent distortion. Suggestion
schemes and open-door policies help overcome status barriers. A
considered communication policy and training in skills improves
organizational communication competence.
Improving Cross-cultural Communication
With global business, interacting across cultures is common. Useful tips
include: assuming difference rather than similarity until sure; using
description over evaluation/interpretation; understanding the other's
perspective; taking courses on the culture; speaking clearly and slowly;
avoiding confusing questions and negatives; summarizing to check
understanding; avoiding slang, idioms, humor; and maintaining etiquette.
Cross-cultural awareness improves international communication.
TYPES OF LETTERS
Informative Letters
Informative letters primarily convey information clearly and fully.
Examples are inquiries, replies about goods/prices, quotations, tenders,
orders, biodata, contracts, and complaint letters describing problems.
Techniques: Ensure correctness, clarity, and conciseness of all details.
Carefully organize large amounts of information into sections with
subheadings. Maintain logical flow within sections. Meet the reader's
needs by including relevant details in a reader-friendly sequence. Use
simple vocabulary, short sentences, bullet points, tables etc to aid clarity
with complex information. Adopt a helpful, courteous, professional tone.
Offer further information if needed.
Persuasive Letters
Persuasive letters aim to get the reader to take some action. Examples are
sales, collection, bargaining, requesting favors, cover letters, and
promoting alternatives.
Techniques: Be credible and trustworthy with correct details. Show
concern for the reader's needs and desires. Explain the logic behind
proposals clearly. Use emotionally appropriate appeals suited to the
reader's values. Maintain a respectful, objective, professional tone - not
boastful or condescending. Present a pleasing, attractive document.
Persuasion often requires a series of communications using different
media.
Good News Letters
Good news letters grant requests, agree to terms, award contracts,
appreciation, congratulations etc. They build relationships.
Techniques: Convey the good news upfront with positive emphasis and a
cheerful tone. Provide prompt, courteous service and complete
information needed to proceed. Explain why it was possible to agree to
the request. Avoid any hint of grudgingness. End with a goodwill message.
Bad News Letters
Bad news letters convey negative replies, refusals, rejections, warnings,
terminations etc. Creativity and empathy are needed to make them
acceptable.
Techniques: Get details correct. Adopt a courteous, considerate tone
showing cooperation. Organize as: buffer stating common ground,
reasons/justifications and bad news, goodwill ending. Lead positively,
emphasize what can be done. Give acceptable reasons outside your
control. Offer constructive solutions and alternatives. Apologize for
inconvenience. State next steps and willingness to help.
Responding to Bad News
Respond immediately to others' bad news with letters of sympathy,
condolence etc. Write sincerely without delay, keep it short. The response
matters more than writing style.
