1. BUSINESS COMMUNICATION 11th edition by Raymond V. Lesikar
CHAPTER: 4
Writing for Effect
Syed Far Abid Hossain

2. Read the following letter.
Dear Mr. Rahat:
Your December 3rd complaint was received and contents noted. After reviewing the facts, I regret to report that I must refuse your claim. If you will read the warranty brochure, you will see that the shelving you bought is designed for light loads --- a maximum of 800 pounds. You should have bought the heavy-duty product.
I regret the damage this mistake caused you and trust that you will see our position. Hoping to be of service o you in the future, I remain,
Sincerely yours,

3. detect more problems that may affect the business.
In this letter you can –
detect more problems that may affect the business.
* The words are not polite.
Instead of showing concern for the reader -
they are boring, rude, and unfriendly.
Overall -
they leave a bad impression in the reader’s mind.
The impression of a writer, and a business -
needs for good human relations.

4. Importance of Effect
Business writing requires clarity and planned effect.
The goodwill effect is valuable to business.
Success of the business is affected by -
what people think about the business.
What people think about a business is influenced by their human contact with that business:
- the services they receive,
- how they are treated,
- the manners (etiquette) displayed, and such.
Most people enjoy building goodwill.

5. Example

6. Conversational Style It is warm and natural.
By conversational language -
we mean language that used in conversation.
It is warm and natural.
Writing in conversational language has a favorable effect.
Such language leaves an impression that people like.
It is also the language we use most and understand best.
Because it is easily understood,
it is good business etiquette to use it.

7. Resisting the Tendency to Be Formal
Writing in conversationally is not easy as you think,
because most of us tend to write formally.
Instead of writing in friendly, conversational language,
we write in stiff (hard) words.
The following examples illustrate this problem and
how to correct it.

8. Stiff and Dull Conversational
Reference is made to your May 7 , in which you describe the approved procedure for initiating a claim.
Please refer to your May 7 , in which you tell how to file a claim.
Enclosed herewith is the brochure about which you make inquiry.
Enclosed is the brochure you asked about.
I shall be most pleased to avail (gain) myself of your kind suggestion when and if prices decline.
I’ll gladly follow your suggestion if the price falls.

9. Cutting Out “Rubber Stamps”
Rubber stamps are expressions used by habit
every time a certain type of situation occurs.
They are used without thought
and
do not fit the present situation exclusively.

10. Cutting Out “Rubber Stamps”
Expressions from the old language of business are rubber stamps.
Some new examples of rubber stamps are the following:
I am happy to be able to answer your message.
This will acknowledge receipt of ….
According to our records…
This is to inform you that….
In accordance with your instructions…
You can avoid rubber stamps
by writing in your conversational vocabulary.

11. Friendly and Conversational
Dull and Stiff
Friendly and Conversational
Please be advised that you should sign the form before the 1st.
You should sign the form before the 1st.
Hoping this meets with your approval….
I hope you approve
I deem it advisable.…
I suggest…
Kindly advise at an early date.
Please let me know soon.

12. Lecture – 5 Syed Far Abid Hossain

13. You-Viewpoint You-viewpoint writing -
Writing from the you-viewpoint (also called you-attitude) is another technique for building goodwill in written messages.
You-viewpoint writing -
emphasizes the reader’s interests and concerns.

14. You-Viewpoint Example 1: “I am happy to report….. You-viewpoint:
“You will be happy to know….
Example 2:
“We make Kodak digital cameras in three levels:
beginner, intermediate, and professional.
“Kodak makes cameras for you in three models:
basic, standard, and full-featured.

15. You-Viewpoint Example 3: to use our staff on your project,
** Even a bad-news situation can benefit from you-viewpoint wording.
Example 3:
We cannot comply with your request
to use our staff on your project,
for it would cost us more than we can afford.
** You-viewpoint:
As a business professor, you will understand
why we must limit our staff to work in our office.

16. We have been quite tolerant of your past-due account and
We-Viewpoint
You-Viewpoint
We have been quite tolerant
of your past-due account and
must now demand payment.
If you are to continue to enjoy
the benefits of credit buying,
you must clear your account
now.
We have received your report of May 1.
Thank you for your report of May 1.
We require that
you sign the sales slip
before we will charge
to your account.
For your protection,
you are charged only
after you have signed
the sales slip.
We have shipped the two
dozen desk sets you ordered.
Your two dozen desk sets
should reach you with this letter.

17. Negative Positive until Friday. on Friday. Smoking is permitted
Smoking is not permitted anywhere except in the lobby.
Smoking is permitted
in the lobby only.
We cannot deliver
until Friday.
We can deliver the goods
on Friday.
We regret to inform you that
we must deny your request
for credit.
For the time being,
we can serve you
on a cash basis only.
We regret that we overlooked
your coverage on this equipment
and apologize for the trouble and
concern it must have caused you.
You were quite right in
believing that you have
coverage on the equipment.
We appreciate your calling
the matter to our attention.

18. Courtesy Courtesy is a major contributor to goodwill
in business documents.
Courtesy involves some other techniques discussed below.
1. Singling out your reader:
* - It involves writing directly for the one reader.
This means writing for the one situation.
2. Refraining from preaching: The effect of courtesy
is helped by not preaching (lecturing).

19. Courtesy 3. Doing more than is expected:
Example: At the end of question paper,
some teachers write “Good luck!”
4. Avoiding anger: It destroys goodwill.

20. Courtesy people must believe you.
5. Being Sincere:
* Courteous treatment is sincere treatment.
* If your messages are to be effective, -
people must believe you.
Example:
we are extremely pleased to be able to help you
and want you to know that
your satisfaction means more than anything to us.

21. The Role of Emphasis Emphasis also determines effect.
Every item communicated should get the proper emphasis.
There are four basic emphasis techniques.
1. Emphasis by position:
* Position determines emphasis.
* Beginnings and endings carry emphasis.
* Carry more importance:
- The first and last sentences of a message,
- the first and last sentences of a paragraph, and
- the first and last words of a sentence, all carry
more importance than the middle parts.

22. the more emphasis the topic receives.
2. Space and emphasis:
The more space a topic is given,
the more emphasis the topic receives.
3. Sentence structure and emphasis:
* Sentence structure determines emphasis.
the possible sentence arrangements of your information
# Place the more important information
in short; simple sentences,
# Place the more important material in independent clauses.

23. * Mechanical devices also give emphasis to content.
4. Mechanical means of emphasis:
* Mechanical devices also give emphasis to content.
(e.g. underscore, quotation marks, italics,
boldface type, arrow, color, diagrams, etc.)