1. Teacher – Shahed Rahman
Writing for Effect
Teacher – Shahed Rahman

2. Introduction Clarity is the biggest concern in most of the writing
Written communication within a business primarily requires clarity
Business writing requires clarity and planned effect
Getting the desired effects is a matter of writing skill and of understanding people

3. Good Will The goodwill effect is valuable to business
Most people enjoy building goodwill

4. COVERSATIONAL STYLE
Writing in conversational language has a favorable effect.
Conversational Language we mean language that resembles conversation.
Its natural
Resisting the Tendency to Be Formal
We tend to be stiff and formal
Eg. Reference is made to your May 7 , in which you described the approved procedure for initiating a claim
Please refer to your May 7 , in which you tell how to file a claim

5. COVERSATIONAL STYLE Cutting out Rubber Stamp
Rubber stamps are expression used by habit every time a certain type of situation occurs
Do not fit with the present situation
Not likely to impress readers
Expression from the old language of business are rubber stamps. Some new ones also exist
You do not need to know all the rubber stamp to stop using them
You can avoid rubber stamps by writing in your conversational vocabulary

6. COVERSATIONAL STYLE Examples
Please be advised that you should sign the form before the 1st.
( Dull and Stiff )
You should sign the form before the 1st. (Friendly and Conversational )
The undersigned wishes to advise that the aforementioned contract is at hand.
I have the contract
Hoping this meets with your approval….
I hope you approve

7. YOU-VIEWPOINT Influence people favorably
You – view point emphasize the readers interest
It is an attitude of mind involving more than the use of you and yours
The You- Viewpoint Illustrated
I am happy to report….
You will be happy to know
We have received your report on May 27.
Thank you for your report of May 27.

8. YOU-VIEWPOINT A Point of Controversy
Some say that the you viewpoint is insincere and manipulative. It can be insincere, but it need not be.
Using the you view point is just being courteous.
Research supports its use
The you view point can manipulate. But condemn the goal, not the technique
A middle ground approach is best. Use the You-viewpoint when it is the right thing to do

9. ACCENT ON POSITIVE LANGUAGE
Of the many ways of saying anything, each has a unique meaning
Effects of Words
Positive words are best for message choice. Specially when goodwill are needed
Negative words blend up resistance and hurt good will
Beware of strongly negative words

10. ACCENT ON POSITIVE LANGUAGE
Examples of Word Choice
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

11. COURTESY
Courtesy is a major contributor to good will in business documents. Courtesy involves the preceding techniques
Singling Out Your Reader or Focusing your message on your reader
Write Directly to your reader
This means writing for the one situation
Refraining from Preaching
No preaching or lecturing
A preaching tone hurts good will
We do not want to be bossed
In general when people try to convince on something
Eg. You must – You need

12. COURTESY
Doing More Than Is Expected
Doing more than necessary builds good will
Avoiding Anger
Being Sincere
Overdoing the Good will Techniques – Something seriously Wrong
Avoiding Exaggeration - overstatement

13. THE ROLE OF EMPHASIS Emphasis by Position Space and Emphasis
Beginning and Endings of a writing unit carry more emphasis than the center parts
Space and Emphasis
The more you say about something, the more emphasis you give it

14. THE ROLE OF EMPHASIS Sentence Structure and Emphasis
Short simple sentence s emphasize contents
Long involved ones do not emphasize the content
Mechanical Means of Emphasis
BOLD
Italics
“ ”

15. COHERENCE ( Unity or Logic )
Message should be coherent – The relationship among the part should be clear.
Presenting information in a logical order is central to coherence
E.g.. Firstly, Secondly, Finally etc