7 C s 0F BUSINESS WRITING

• COMPLETENESS
• CONSIDERATION
• CONCISENESS
• CLARITY
• CONCRETENESS
• COURTESY
• CORRECTNESS
 COMPLETENESS
• Answer all questions that are asked
• Give something extra when desirable
• Check for five Ws & one H

• Who What When Where Why

• and How
 CONCISENESS
1. Eliminate wordy expressions
2. Include only relevant statements
– be focussed,
– prune & avoid long explanations
– avoid gushing politemess
3. Avoid unnecessary repetitions
– use short forms the second time
– use pronouns
 CONSIDERATION
• Focus on YOU instead of I & WE

• Show reader benefit & interest

• Emphasize positive& pleasant

• Apply integrity & ethics

 CONCRETENESS
• Use specific facts and figures

• Put action into verbs

• Choose vivid image building words by

comparison & figurative language

• Use more adjectives and adverbs

 CLARITY
• Choose short , familiar & conversational
words
• Construct effective sentences and
paragraphs by unity of idea and sequencing
• Achieve appropriate readability by using
formal & informal language
• Include examples, illustrations & visual aids
 COURTESY
• Be sincere , tactful, thoughtful and
appreciative

• Omit expressions that hurt , irritate, or insult

• Grant apologies graciously

 CORRECTNESS

• Use the right level of language

• Check accuracy of facts, figures and words
• Maintain acceptable writing mechanics
• Choose non discriminatory language
• Do not use parallel language
 HOW TO ASK QUESTIONS
• Cover one topic in each question
• Try and evoke ‘yes’ or ‘no’ type of answers
• Use separate paragraphs for one topic
• Use numbers instead of bullets
• Ask specific and concrete questions
 BUFFERS
• Agree on something significant
• Appreciate something
• Assurance for future
• Show cooperation
• Grant something
• Show understanding & concern
 AIDA
• A- ATTENTION

• I- INTEREST

• D- DESIRE

• A - ACTION
 How to grab attention
• Open with a challenging statement, comment or
assertion
• Open with a sincere compliment
• Open with a frank admission of favor
• Open by stating the problem
• Open by asking a question
• Use a short, story, event, solution to a problem
• Explain the uniqueness of product\service
 How to arouse interest
• Talk about the features
• Appeal to direct & indirect needs
• Show the linkage between needs and
benefits
• Handle negatives positively
 How to increase desire
• Facts from satisfied customers
• Testimonials
• Performance tests
• Free trial
• Guarantee
• Samples
• Price
 How to induce action
• State easy action
• Induce action by offering discounts, and
special features
 DIRECT-DEDUCTIVE PLAN
1.Main idea
– request
– query
– good news

2.Explanation
– all details
– numbered questions

3. Courteous close
– clear statement of action desired
– easy action
– appreciation
INDIRECT -INDUCTIVE PLAN(Bad News)

1.Buffer- pleasant or neutral

2. Explanation
– necessary details tactfully
– pertinent facts
– reader benefit reason
3. Decision-implied or expressed
4.Positive close
– appreciation
– invitation for future
– easy action
– reader benefit
– goodwill
 INDIRECT-INDUCTIVE PLAN-AIDA
1.ATTENTION -reader benefit
2. INTEREST
– descriptive details
– psychological appeals
– reader benefits
3. DESIRE
– statement of request
– conviction material to help increase desire
4. ACTION
– clear statement of easy action
– special inducement
– reader benefit plug
For many years your company has been sending
free copies of a glossy magazine, ‘’Discovery’’ to
any one who requested to be on your mailing list
.The cost of this publication is about $3.10 each
issue. In an effort to pare expenses ,your firm’s
directors have suggested charging for postage on
those magazines sent outside the United States.
This number is sizeable as you have readers in
several European countries , in Hong Kong ,in
India and in Africa. Write a pleasant letter
explaining the new policy. ( use the appropriate
style of writing letters and explain why you have
done so)