Lesson 2 Fundamentals of Business Writing

Lesson 2:
Fundamentals of
Business Writing
Course Code: MBA 1305
Ms. Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University
Fundamentals of Business Writing

Overview:
Part 1: Adaptation and the Selection of
Words,
Part 2: Construction of Clear
Sentences and Paragraphs,
Part 3: Writing for Effect
Part 1:
Adaptation and the Selection of Words
Chapter 2
Adaptation and its Methods

Fitting
the message to the specific
reader
Method of Adaptation
Visualize your readers:
Feelings
Thoughts
Knowledge
Background
Then write for them.

The Basic Need for Adaptation
Adapting to Multiple Readers

Write for the lowest level.
Try not to talk down.
Governing Role of Adaptation

Stress simplicity by using:
simple words
short sentences
short paragraphs
Suggestions for Selecting Words
Selecting the Right Words

A major part of adaptation is
selecting the right words. This
depends on:
ability to use language.
knowledge about the reader.
good judgment.
Suggestions for Selecting

Words
1.
2.
3.
4.
5.
6.
7.
8.
Use Familiar Words

Use Short Words
Use Technical Language with Caution
Select Words with Right Strength and
Vigor
Use Concrete Language
Prefer the Active to the Passive
Avoid Overuse of Camouflaged Verbs
Select Words for Precise Meanings
1. Use Familiar Words

Familiar words communicate
better.
Write the words you would
use in face-to-face
communication with your
readers.

Unfamiliar Words
Familiar Words
Terminate
Endeavour
Utilize
Ascertain
Discontinue
Perform
Demonstrate
End
Try
Use
Find out
Stop
Do
Show

The company operations for the preceding
Dont: accounting period terminated with a
substantial deficit.
Do:
The company lost much money last year.
The conclusion ascertained from a perusal of
Dont: pertinent data is that a lucrative market
exists for the product.
The data studied show that the product has
Do:
good demand in the market
One monkey succumbed unexpectedly
Dont: apparently as a result of an untoward
response to a change in feeding regimen.
Do:
One monkey died from over-eating.
10

2. Use Short Words
Short
words
communicate better.
generally
But it does not mean that all short

words are easy and all long words
are difficult to understand.
Use a long word only when you
think your readers know it.
11

Long Words
Short Words
Modification
Change
Verification
Proof
Indeterminate
Vague
Duplicate
Copy
Accomplish
Do
Detrimental
Harmful
Determine
Decide
12

This antiquated merchandising
Dont
strategy is ineffectual in
:
contemporary business operations.
Do:
This old sales strategy will not work in

todays business.
Dont They acceded to the proposition to

:
terminate business.
Do:
They agreed to quit business.
13

3. Use Technical Language with Caution
Use
technical
words
while
communicating with people of the
same field.
But use them in case of outsiders with
caution.
Use initials and acronyms cautiously.
Spell out and define as needed.
Avoid legal terms as much as possible.
14
4. Select Words with Right Strength and

Vigor
Words have personalities. Some
words are strong and vigorous.
Some are weak and dull.
Verbs are the strongest words.
Nouns are second.
Adjectives and adverbs are weak
words. They involve judgment.
15

Weaker Words
Dismissed
Female parent
Untrue
Additional
compensation
Stronger Words
Fired
Mother
Lie
Bonus
16
5. Use Concrete Language
Concrete words are specific words having

sharp and clear meanings. These words
mean real things:
chair, desk, road, pen, vehicle, etc.
Abstract words cover broad meanings
concepts , ideas, and the like:
administration, loyalty, incompetence,
etc.
Concreteness also involves how we put
words together.
17
Abstract
Concrete
A significant loss
A 53 percent loss
By Thursday 1200
In the near future
hours
The majority
62 percent
A constant
A constant low
temperature of
temperature
10C
18

6. Prefer the Active to the Passive
In active voice, the subject does the action. In passive
voice, it receives the action.
Active voice is shorter and stronger. It communicates
better and makes writing more interesting.
But passive voice is not incorrect. It is rather preferable
to use passive voice:
when identifying the doer of the action is not
important.
when the writer wants to avoid accusing the reader of
an action.
when the performer of an action is unknown.
the writer prefers not to name the performer.
19

Passive
The office will be
inspected by Mr..
Haque.
These policies were
enforced by the new
committee.
Active
Mr.. Haque will inspect
the office.
The new committee
enforced these policies.
20
7.
Avoid Overuse of Camouflaged Verbs
A verb is camouflaged when it is

changed into a noun and used with an
action word in the sentence.
Camouflaged verbs are abstract nouns
and they often require passive voice.
Avoid camouflaged verbs by:
writing concretely.
using active voice.
21
Verb
Apply
Noun
Use in a
Form
Sentence
Applicatio
Make an
n
application
Discuss Discussion Have a discussion
Cancellati
Make a
Cancel
on
cancellation
Perfor Performan
What a brilliant
m
ce
performance!
22
Suggestions for Selecting

Words
8.
Select Words for Word

Precise Meanings
Writing requires a
knowledge of
language.
Shades of
difference exist in
the meanings of
similar words or
synonyms.
Fired
Die
Synonyms
dismissed,
terminated
canned, separated,
discharged,
decease, pass away,
croak, expire, kick
the bucket, check
out,
23
8. Select Words for

Precise Meanings
We should learn the

specific meanings
of some words.
Vs
Affect
Effect
.
Continu Vs Continuo
al
.
us
Vs
Farther
Further
.
Use correct idioms.
24
9. Use Slang & Popular Word with

caution:
1.
2.
3.
4.
5.
Is that your final answer?

Are we Ready?
I am using Wheel Detergent, are
you?
Holy Cow!!
Crap!!!
25
Suggestions for Non-discriminatory

Writing
Avoid sexist words
2. Avoid words that stereotype by race,
nationality, or sexual orientation
3. Avoid words that stereotype by age
4. Avoid words that related with
disabilities
1.
26
Suggestions for Non-discriminatory

Writing
1.Avoid sexist words
Avoid words that
discriminate against a
person because of his or her
gender.
Avoid masculine pronouns
(he, him, his) while writing
for both sexes. This can be
done:
by rewording the sentence.
by making the reference
plural.
by
substituting
neutral
expressions.
Sexist
Chairman
Nonsexist
Chairperson
Businessma Businessper
n
son
Salesman
Salesperso
n
fireman
Fire fighter
Lady
doctor
Doctor
Male nurse
Nurse
Female
teacher
Teacher
27
Suggestions for Non-Discriminatory Writing
2.Avoid
Words That Stereotype by Race,

Nationality, or Sexual Orientation
Words that stereotype all members of a group
by race, region, nationality, or sexual
orientation are unfair and wrong.
Words that present members of minorities as
exceptions are also unfair.
3.Avoid Words That Stereotype by Age
Words that label people as old or young can
arouse negative reactions.
4.Avoid Words That related with Disabilities
Words that label people as limp, deaf, dumb,
blind, etc. can arouse negative reactions.
28
Part 2:
Construction of Clear
Sentences and Paragraphs
Chapter 3
29
Foundation of Adaptation
Important for adaptation:
. choosing right words
. arranging these words into
sentences
2. Sentences should be adapted to
readers
3. Simple sentence structures help
understand
4. Use complex structures when
appropriate
1.
30
Emphasis on Short Sentences

1.
2.
3.
4.
5.
6.
Short sentences communicate better

because of mind limitations
Short sentence adapts mental filter better
Making short sentences results from
orderly thinking
Short means about 16-18 words for middle
level readers
Overuse of short sentences gives choppy
effect
Writing effective sentences involve
grouping and ordering the information
31
Emphasis on Short Sentences

7. For
writing clearly, knowledge on:
Spelling,
Grammatical labels,
Sentence elements and design
are required.
7. Long sentences can be used occasionally
8. You can write short sentences in two
ways:
by limiting sentence content,

by economizing on words
32
Limiting Sentence Content

1.
2.
Limiting sentence content is a matter

of mentally selecting thought units
and making separate sentences
Short sentences:
-communicates better
-gives emphasis to content
-gives emphasis to organization of
subject matter
3.
Avoid overusing too many short

sentences
-it may give a choppy effect
33

Dont use:
Long and hard to understand
Many consumers have expressed

dissatisfaction with the relatively high
prices of the new Japanese cars, but
this has not prevented large numbers of
people from purchasing these cars and
pushing sales higher than many
automotive experts had forecast, thus,
firmly entrenching the Japanese cars in
a large segment of the automobile
34

Do Use:
Short and Clear
Many
consumers
have
expressed
dissatisfaction with the relatively high
prices of the new Japanese cars. However,
this has not prevented large numbers of
people from purchasing these cars and
pushing
sales
higher
than
many
automotive experts had forecast. The
Japanese
cars
have
thus
become
entrenched in a large segment of the
35

Dont use:
Long and hard to understand
The production planning department assigns

to each production order a number that is
called a job-order number, which becomes the
identifying means of reporting to the
accounting department the direct costs
relating to a production order, and which can
reveal additional information about the job
through code numbers or letters added to the
job-order
number.
36

Do Use:
Short and Clear
The production planning department assigns

to each production order a number that is
called a job-order number. This number
becomes the identifying means of reporting to
the accounting department the direct costs
relating to a production order. By adding code
numbers or letters to the job-order number,
additional information about the job can be
revealed.
37
Economizing on Words
1.
Seek shorter ways of saying things
2.
Shorter wordings:
-saves readers time
-gives clear meanings
3.
Follow the suggestions:

-Avoid cluttering phrases
-Avoid surplus words

-Avoid roundabout constructions
-Avoid unnecessary repetition of words or
ideas
38
Avoid Cluttering Phrases

Cluttering Phrases
Substitute Word
Along the lines of

At the present time
For the purpose of , For the
reason that
In accordance with
In the meantime
Like
Now
For, Because, Since
By
Meanwhile
Soon
In the near future

In the neighborhood of
In very few cases
In view of the fact that
On the basis of
On the occasion of
With regard to, With reference
to
About
Seldom
Since, Because
By
On
About, About
Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University

With aMs.view
to
To
39
Avoid cluttering phrases

X
Cluttering phrases are uneconomical

wording of the fact that sales increased, profits
Regardless
continue to decline.
Even though sales increased, profits continue to
decline.
In very few instances do the salespeople receive

bonuses over the amount of $100.
The salespeople seldom receive bonuses over $100.
Plant production will decrease next month due to the

fact that our inventories are too large.
Plant production will decrease next fall because our

inventories are too large.
40
Avoid cluttering phrases

X
Cluttering phrases are uneconomical

wording
At
whatever time we receive a special order it is
immediately sent to the production planning department.

Whenever we receive a special order, we send it to the
production planning department.
Contrary to our expectations, the new law will allow the

company to reduce its income taxes.
Unexpectedly, the new law will let the company reduce its
income taxes.
In some instances, we sell directly to the retailer.
Sometimes we sell directly to the retailer.
At all time the cash box is kept locked.

The cash box is always locked.
41
Eliminate surplus words

X
Surplus words add nothing to the sentence

meaning
He ordered desks that are of the executive
He ordered executive-type desks
There are four rules that should be observed
Four rules should be observed
The machines that were damaged by the fire were repaired
The machines damaged by the fire were repaired
You are hereby instructed to send all daily reports directly to
this office as promptly as possible.
Send all reports to this office promptly.
Enclosed herewith are general instructions which are sent
to you for your guidance and information.
The enclosed general instructions are for your guidance and
information.
42
Avoid roundabout constructions

Indirect ways of saying something
X
The department budget can be observed to be

decreasing each year
The department budget decreases each year
It is essential that the income be used to retire the
debt
The income must be used to retire debt
He criticized everyone he came in contact with
He criticized everyone he met
The president is of the opinion that the tax was paid
The president believes the tax was paid
43
Avoid roundabout constructions

Indirect ways of saying something
All the books are in readiness for the annual
X
audit.
The books are ready for the annual audit.
The charge of negligence has been denied by all
X
four of the officers.
The four officers denied the negligence charge.
It is our expectation that this plan will be
X
successful.
We expect the plan to succeed.
There have been many times when we suspected
X
theft.
Many times we suspected theft.
Ms.
Lecturerconclusion
(Marketing), School ofthat
Business,
Bangladesh Open University
It Anis,
is our
production
should stop. 44
X Adiba
Avoid Repetition of Ideas

Repeating words without any purpose
We have verified the charges to your account
and find that the account balances on our
X
books agree with the account balances on your
books.
We have verified the charges to your account
and find that our records agree with yours.

This change will enable us to get started sooner
X
than if we wait for a later date.
This change will enable us to get started
sooner.
At the present time the research is almost
X
complete.
The research is almost complete.
45
Avoid Repetition of Words
Avoid redundancies, like:

-Free gift
-True fact
-Past history
-Return back
-Do and perform
46
Avoid Repetition of Words

X
You must do and perform the following duties &

functions/
You must perform the following duties.
While swimming a good swimmer obeys the safety
rules for swimmers.
A good swimmer obeys the safety rules.
The manager repeatedly kept telling me over & over
again.
The manager repeatedly reminded me.
This situation calls for quick and expeditious action.
This situation calls for quick action.
In my opinion, I think the plan is sound.
I Ms.
think
the plan is sound.
Adiba Anis, Lecturer (Marketing), School of Business, Bangladesh Open University
47
Determining Emphasis in Sentence

Design
1.
2.
3.
4.
Give every item its due emphasis

Short sentences emphasize content
Long sentences de-emphasize the content
Examples:
The
co. lost money last year. The loss occurred

in spite of record sales
Although the company enjoyed record sales last
year, it lost money
Although the company incurred loss, it enjoyed
record sales last year
5.
Determining emphasis is matter of good

judgment
48
Giving Sentences Unity
All parts of the sentence should concern

one thought
Violations of sentence construction fall into
3 categories:
-Unrelated Ideas
-Excessive details
-Illogical Conclusions
49
Unrelated Ideas
Avoid placing unrelated ideas in a sentence
in 3 ways:
Putting unrelated ideas in separate sentences

-Mr. X is our sales manager and he has a degree in law
-Mr. X is our sales manager. He has a degree in law
Making one idea subordinate to the other

-Mr. X is our sales manager. He has a degree in law it.
-Mr. X, our sales manager, has a law degree.
Adding words that show relationship

-Our sales increased in May, and our machine is wearing
out.
-Even though our machine is wearing out, our sales
increased in May.
50
Excessive details
Too much details hide the central thought
If detail is important, put it in a separate

sentence
Short sentences have less details

-Both hotels can guarantee the 250 rooms we
will require, although the Marriott is new (since

1989) and its rooms are more modern and therefore
more appealing, but the 69-year old Westgate is
well preserved and comfortable (Excessive details).
-Both hotels can guarantee the 250 rooms we will
require. The Marriott is new (since 1989), and its
rooms are modern and, therefore, more appealing.
The 69-year old Westgate, however, is well
Ms.preserved
Adiba Anis, Lecturer and
(Marketing),
School of Business, Bangladesh
Open University
51
comfortable
(Improved).
Illogical Constructions
1.
2.
Illogical constructions can rob the

sentence unity
Illogical thinking may lead to illogical
construction
Active and passive voice in the same

sentence can violate unity
Mixed construction can also make
illogical constructions
52
Illogical Constructions
X
Because I have a degree in information systems is the reason I

am qualified for the job
My degree in information systems qualifies me for the job.
The fact that sales increased is because we opened new

territories
Our sales increased because we opened new territories

Helping people to help themselves is how I got the job done
I got the job done by helping people to help themselves
Job rotation is when you train people by moving them from job to
job
Job rotation is a training method in which people are moved from

job to job
Because our inventories have decreased has increased our back

orders
Our decrease in inventories caused an increase in back orders.

We
cleared the site, and then the foundation was constructed
53
Arranging Sentences for Clarity

1.
2.
3.
Clear writing requires following established

rules of grammar
Rules are not arbitrary but based on
custom and logical relationships
Few suggestions are recommended:
-Avoid dangling error
-Avoid un-parallel constructions
-Put relative pronoun rightly
-Ensuring agreement between subject
and verb
54
Arranging Sentences for

Clarity
Avoid dangling error

-Believing that the price would drop, our agents
were instructed not to buy (Incorrect)
-Believing that the price would drop, we
instructed our agents not to buy (Correct)
Avoid un-parallel constructions

-He is honest and man of sincerity. (Incorrect)
-He is honest and sincere(Correct)
55
Arranging Sentences for Clarity

1.
Put relative pronoun rightly

-The person gave me a gift who is a
good man (Incorrect)
-The person who gave me a gift is a good man
(Correct)
2.
Ensure agreement between subject

and verb
-A family having 5 members are not good
(Incorrect)
-A family having 5 members is not good
(Correct)
56
Care in Paragraph Design

1.
2.
3.
4.
Is important to clear communication

Shows and emphasizes the organization of
the writing
Involves logical thinking
Following suggestions are recommended:
Giving the paragraph unity

Keeping the paragraph short
Putting topic sentences to good use
Omitting unnecessary detail
Making the paragraph move forward
57
Giving the paragraphs unity

Unity means oneness
Contents of a paragraph should concern
a single topic
1.
2.
Unity can vary in breath
3.
4.
Every part must concern every other part

Paragraph should concern a narrow topic
For example, an entire report may be a
paragraph
Exceptions are transitional paragraphs
58
Keeping the paragraph short
1.
2.
3.
4.
5.
Short paragraphs show organization better

Most readers prefer reading short
paragraphs
About eight lines is a good average length
Length can vary with need
A good practice is to question paragraphs
over12 lines
59
Putting topic sentences to good use

1.
Topic sentences can help make good

paragraphs
-Although it is not a must
2.
They express the main idea in the

paragraph
3.
Their placement depends on the writers

plan
4.
They may come first or last or within the
sentences
-Mostly
comes
first
Ms. Adiba
Anis, Lecturerit
(Marketing),
School
of Business, Bangladesh Open University
60
Omitting Unnecessary Detail

1.
2.
3.
Leave out unnecessary information

Deciding what to include is a matter of
judgment
Judge by putting yourself in readers place
and ask yourself questions such like:
4.
How will the information be used?

What will be used?
What will not be used?
Then make decisions
61
Making the paragraph move

forward
1.
2.
3.
The sentences move step by step to reach

paragraph goal
Each paragraphs move step by step to
reach the overall goal
It makes the paragraph more orderly
62
Part 3:
Writing for Effect
Chapter 4
63
How Writing works
LECTURE 6
WRITING FOR EFFECT
Overview
Need
for Effect
Conversation Style, Rubber Stamps, Old
Language
You-Viewpoint
Positive Language
Courtesy
Flow, Transitional Devices (visit:
http://writing.wisc.edu/Handbook/Transitio
ns.html
to know about transitional devices)
Emphasis
Writing for Effect

Effective business writing
sometimes must
create the right effect.
The right effect can help to build
goodwill.
And it can help in achieving
message goals
Create Right Effect Using

Conversational Style
Stiff and Dull
Conversational
Reference is made to your

Please refer to your March
March 16 letter, in which you
describe the approved
16 letter, in which you tell
procedure for initiating a claim.
how to file a claim.
Enclosed herewith is the
brochure about which you
Enclosed is the brochure
make inquiry.
you asked about.
I shall be most pleased to avail
myself of your kind suggestion
when and if prices decline.
Ill
gladly follow your

suggestion if the price
falls.
Create the Right Effect Avoid

Rubber Stamps
At an early date
Attached please find
Complying with your favor of
Due to the fact
Hit the road
Bite the hand that feeds you
Take it with a grain of salt
Too many irons in the fire
Create Right Effect Avoid Old Business

Language
In Openings
we beg to advise
your esteemed
favor
this is to inform you
In Contents
deem it advisable
attached hereto
please be advised
In Closings
Thanking you in advance
We beg to remain
Anticipating your favorable response
69
Create Right Effect By

Emphasizing the You Viewpoint
We: Our policy requires that you pay by the 10th of the
month in order to earn the discount.
You: You can earn the discount by paying by the 10th of
the month.
We: We are offering a special discount to all our loyal
customers.
You: As a loyal customer, you will receive a special
discount.
We: Send us your check for $741 today so that our
books will show you as current.
You: Will you please keep your account current by
sending your check for $741 today?
Common Negative Words

Afraid
Alibi
Allege
Apology
Beware
Blame
Careless
Complaint
Decline
Difficult
Disappoint
Fail
Fault
Impossible
Create Right Effect By Showing

Courtesy
Show courtesy by singling out the reader.
Not this: Your training report for the third quarter

has been received and has been judged to
be satisfactory.
But this: Congratulations, Jane, on the good
teaching indicated by the third quarter
training report you submitted.
Not this: A prompt reply will be appreciated.
But this: As the report is due on the 7th, Mr.
Adam, will you please reply by that date.
Create Right Effect By Showing Courtesy
Show courtesy by being sincere.
Honestly want to be courteous, and

Honestly want to be friendly.
Create Proper Effect By Making

Message Coherent
Show coherence through tie-in sentences.
Initial Sentence: As always, we are willing to

do as much as we reasonably can to make
things right.
Abrupt Shift: The facts in every case are
different.
Smooth Tie-in: What we can do in each
instance is determined by the facts of the
case.
Create Proper Effect By Making

Message Coherent
Show coherence through the use of pronouns.
Transitional
sentences are essential to good writing.

They are the mortar that holds bricks of thought
together.
If
you think Mr. James is most interested in the

conclusion, begin with the conclusion. A direct beginning
will permit him to make his decision without delay. If he
has confidence in your work, he may not choose to read
beyond this point.
Good Business Etiquette Should

Guide the Use of Effect
Whatever you write:

SHOULD BE True
SHOULD BE Fair
SHOULD BE Considerate
76

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Lesson 2:

Fundamentals of Business Writing

Adaptation and its Methods

the message to the specific

Then write for them.

The Basic Need for Adaptation

Adapting to Multiple Readers

Governing Role of Adaptation

Suggestions for Selecting Words

Selecting the Right Words

Suggestions for Selecting

Use Familiar Words

Suggestions for Selecting Words

1. Use Familiar Words

Suggestions for Selecting Words

Suggestions for Selecting Words

One monkey died from over-eating.

Suggestions for Selecting Words

But it does not mean that all short

Suggestions for Selecting Words

Suggestions for Selecting Words

This old sales strategy will not work in

Dont They acceded to the proposition to

They agreed to quit business.

Suggestions for Selecting Words

Suggestions for Selecting Words

4. Select Words with Right Strength and

Suggestions for Selecting Words

Suggestions for Selecting Words

5. Use Concrete Language

Concrete words are specific words having

Suggestions for Selecting Words

Suggestions for Selecting Words

Suggestions for Selecting Words

Suggestions for Selecting Words

Avoid Overuse of Camouflaged Verbs

A verb is camouflaged when it is

Suggestions for Selecting Words

Suggestions for Selecting

Select Words for Word

Suggestions for Selecting Words

8. Select Words for

We should learn the

Use correct idioms.

Suggestions for Selecting Words

9. Use Slang & Popular Word with

Is that your final answer?

Suggestions for Non-discriminatory

Suggestions for Non-discriminatory

Suggestions for Non-Discriminatory Writing

Words That Stereotype by Race,

Emphasis on Short Sentences

Short sentences communicate better

Emphasis on Short Sentences

writing clearly, knowledge on:

by limiting sentence content,

Limiting Sentence Content

Limiting sentence content is a matter

Avoid overusing too many short

Limiting Sentence Content

Long and hard to understand

Many consumers have expressed

Limiting Sentence Content

Short and Clear