Effective Written Communication

1. Effective Written Communication R L Raina 15/12/03

2. MEMO FAX LETTERS E-MAILS REPORTS PROPOSALS SELECTING THE CHANNEL

3. EFFECTIVE WRITING IS PURPOSEFUL ECONOMICAL CLEAR CONCISE SECONDARY PRIMARY READER ORIENTED FOCUSES ON RECEIVER NOT SENDER INFORM PERSUADE GOODWILL

4. THE WRITING PROCESS THREE BASIC RULES Write simply • using uncomplicated words • using uncomplicated phrases • putting information & ideas in a logical order

5. WRITE BRIEFLY • Use as few words as possible • Reduce the average length of your sentences and paragraphs • Always check what you write, looking for words and phrases to take out

6. WRITE QUICKLY • Set a time limit for any piece of writing, and allow yourself less time than you think you need. • Set a limit on the length of any piece of writing. • Use a standard format or standard wording where you can. Most writing follows a formula(inventory lists, sales reports, letters of complaint and job advertisements, for example, are each written in particular standard ways. • Use bullet points where you can.

7. SOME EXERCISES Simple Brief Economical

8. Write Briefly • Use as few words as possible • Always check what you write, looking for words and phrases to take out People who are unlucky enough to have to work in buildings where the ventilation happens to be bad, and where people sitting near them are smokers, often complain of feeling ill. People who work in badly ventilated buildings, and who sit near smokers, often feel ill.

9. We are hopeful of the project being completed by, at the latest, January of next year. • We hope to complete the project by next January. It is probably the case that the most popular method of attracting applicants is by advertising the post in the local press. • Probably the best way to attract applicants is to advertise in the local press. In order to improve our chances of success, it might even be necessary to change the appearance and perhaps also the name of the product. • To improve our chances of success we may have to change the appearance and name of the product. We are not able to accept any responsibility for any errors or omissions that there may be in this leaflet. • We are not responsible for any errors or omissions in this leaflet.

10. We are strongly committed to the constant improvement of quality in each and all areas of our activities. • We are committed to quality improvement in all our activities. • Measures to achieve quality assurance are already firmly in place, including a very wide range of both training and communication activities. • Quality assurance means, including a range of training and communication initiatives , are already in place. • Anyone who is going to be an effective manager has got to match up to a certain number of minimum requirements in terms for example of their qualities and skills. • An effective manager must meet certain minimum standards in terms of qualities and skills. • Business Future is a magazine that is designed to give you the help you need to make sure you maximise the possibilities that new telecommunications technology can offer your business. • Business Future is designed to help you maximise the possibilities that new telecommunications technology can offer your business.

11. Write Briefly…II • Write short sentences. • Reduce the average length of your sentences and paragraphs • Vary sentence length, but aim at average sentence length of around 15 words for most business purposes. • Try to rewrite very long sentences, turning them into two or three shorter ones.

12. Make these very long sentences more reader- friendly by rewriting them as two or more shorter ones. When the first heart transplants were carried out at Helenbrook Hospital in 1983, patients spent four weeks in intensive care, which was followed by a further two months or more before discharge, whereas nowadays patients are in an intensive care unit for only a couple of days, after which they recover in hospital for a further two or three weeks before going home.

13. When the first heart transplants were carried out at the Helenbrook Hospital in 1983, patients spent four weeks in intensive care, followed by a further two months or more before discharge. This has changed dramatically. Now, patients are in an intensive care unit for only a couple of days. Then they recover in hospital for a further three weeks before going home.

14. Virtually all industrial manufacturing processes use industrial gases, and we supply these to companies throughout the world, by pipeline, in cylinders and by on-site production, in quantities ranging from thousands of tonnes daily of nitrogen and oxygen to tiny amounts of extremely pure special gases.

15. Virtually all industrial manufacturing processes use industrial gases, and we supply these to companies throughout the world, by pipeline, in cylinders and by on-site production. The quantities vary. They range from thousands of tones daily of nitrogen and oxygen to tiny amounts of extremely pure special gases.

16. In 1987 the adult soft drinks (sparkling water flavoured with natural juices) market had only one per cent of total sparkling water sales, but now enjoys a 16 per cent share, which is worth £181 million, and this increase in market share is highly significant to retailers such as ourselves because of the additional profit margin on these drinks, which retail at an average of £1.99 per litre, compared to 62p for pure bottled water.

17. In 1987 the adult soft drinks (sparkling water flavoured with natural juices) market had only one per cent of total sparkling water sales, but now enjoys a 16 per cent share, which is worth £181 million. This increase in market share is highly significant to retailers such as ourselves, because of the additional profit margin on these drinks. They retail at an average of £1.99 per litre. This compares with 62p for pure bottled water.

18. 1.Now a days people are tremendously individual in their preferences and what they like to buy, which is by direct mailing has become so popular as an advertising medium, because you can use it to communicate with potential customers in a way that is a personal to them, based on an informed knowledge of their buying habits, and sell to them directly in their homes, wherever they live. 2. Now a days people are tremendously individual in their preferences and what they like to buy. This is why direct mailing has become so popular as an advertising medium. You can use it to communicate withpotential customers in a way that is a personal to them, based on an informed knowledge of their buying habits. It allows you to sell to them directly in their homes, wherever they live.

19. 3.Nowadays people are tremendously individual in their preferences and what they like to buy. Which is why direct mailing has become so popular as an advertising medium. You can use it to communicate with potential customers in a way that is a personal to them. Based on an informed knowledge of their buying habits. And it means you can sell to them directly in their homes. Wherever they live. Version one. The sentence is too long. Although it is not difficult to read, this single sentence paragraph does not encourage the reader to pause and take in the meaning. Version three. Too fragmented. The very short non- grammatical sentences create an impression of spoken rather than written language (this style is quite often used in advertising and promotional writing.) Version two.The best model. Variety of sentence length is used to emphasize the meaning.

20. Sowing Beans Outside The first thing to do is to sow the seeds, quite thinly, in rows about 90 cm apart. They then need to be covered with soil to a depth of 5 cm (make sure the earth is fine.). Press the ground gently to firm the soil. Once the beans are in the ground , they do not require a lot of attention . Just keep them moist and, if the weather is particularly cold and wet , cover them for protection… • Sowing Beans Outside • Sow thinly in rows 90 cm apart • Cover with 5cm of fine soil • Press gently, to firm • Keep moist • Protect by covering in cold, wet weather

21. From: Samuel Edwards, General Manager To: All Employees Subject: Abuse of Copiers It has recently been brought to my attention that many of the people who are employed by this company have taken advantage of their positions by availing themselves of the copiers. More specifically, these machines are being used for other than company business. Obviously, such practice is contrary to company policy and must cease and desist immediately. I wish therefore to inform all concerned – that their behaviour cannot and will not be tolerated. Accordingly, anyone in the future who is unable to control himself will have his employment terminated. If there are any questions about company policy, please feel free to contact this office.

22. To: All Employees From: Samuel Edwards, General Manager Subject: Use of Copiers We are revamping our policy on the use of copiers for personal matters. In the past we have not encouraged personnel to use them for such purposes because of the costs involved. But we also recognise, perhaps belatedly; that we can solve the problem if each of us pays for what he takes. We are therefore putting these copiers on a pay-as-you-go basis. The details are simple enough.

23. Hidden Negative Meanings • You are wrong…. I am right. • You do not understand…. You are not very bright. • Your delay…. You are at fault. You forgot to…. You are not only inefficient but also stupid and careless.

24. FOUR-PART INDIRECT PATTERN FOR BAD NEWS Buffer: Open with a neutral but meaningful statement that does not mention the bad news. Reasons: Explain causes of the bad news before disclosing it. Bad News: Reveal bad news without emphasizing it. Provide alternative or compromise if possible. Closing: End with a personalized, forward-looking, pleasant statement. Avoid referring to the bad news.

25. PERSUASIVE MESSAGES

26. Gain Attention: In requesting favors, begin with a compliment, unexpected fact, stimulating question, reader benefit, summary of the problem, or candid plea for help. For claims, consider opening with a review of action you have taken to resolve the problem. Build Interest:Prove the accuracy and meet of your request with facts, figures, expert opinion, examples, and details. Avoid sounding high- pressured, angry, or emotional. Suggest direct and indirect benefits for the receiver.

27. Reduce resistance: Identify possible obstacles; offer counter arguments. Demonstrate your credibility by being knowledgeable. In requesting favors or making recommendations, show how the receiver or others will benefit Motivate action: Ask for specific action confidently. Include an end date, if appropriate. Repeat a key benefit.

28. Begins? Dear Dr. Jain: Because you’re a local Delhi author, we thought it might not be too much trouble for you to speak at our PGCIL Annual Day on December 27. Some of our executives admired your book Beyond Race and Gender, which appeared last spring and became such a hit across the nation. One of our directors said you were now the nation’s diversity management guru. Because we have no funds for honoraria, we have to rely on local speakers. Mr. Jagdish Khattar, MD, Maruti Udyog Ltd, Gurgaon and MD Gillette Indian Ltd., Gurgaon, Mr. Zubair Ahamed were speakers in the past. Our banquets usually begin at 6:30 with a social hour, followed by dinner at 7:30 and the speech from 8:30 until 9 or 9:15. We can arrange transportation for you and your guest, if you need it. We realize that you must be very busy, but we hope you’ll agree. Please let our Director, HR, Mr. Awasthi, have the favour of an early response. Sincerely, yours Tenor? Presentation? Specific action?

29. 1. What is the purpose of the letter? • How do you think the reader will react to the message? • 3. What could be used to attract the attention of the reader in the opening? Write an appropriate opening? • 4. What information could be used to build interest in the body? • 5. What are some of the arguments the receiver might offer to resist the invitation? Could any counter arguments be offered? • 6. What can you use to motivate the reader to accept the invitation? • 7. Should an end date be used in the closing? What information could be added to the closing to make it easier for the receiver to respond? • 8. Write an appropriate closing.

30. PERSUASIVE INVITATION- “AFTER” VERSION Dear Dr. Jain: Your book Beyond Race and Gender stimulated provocative discussion across the nation and on our campus when it appeared last spring. Executives at PGCIL now consider you the nation’s diversity management guru, and for that reason they asked me to use all my powers of persuasion in this invitation. Because we admire your work, we’d like you to be our keynote speaker at our PGCIL Annual Day on December 27. As executives of leading psu of the country, we’re keenly aware of diversity issues but would like to hear more about the future workforce and how managers can maximize the contribution of all employees. Although we can’t offer you an honorarium, we can promise you a fine dinner at our Executive Enclave and an eager and appreciative audience of over 500 business executives, students and faculty of MDI. Speakers in the past have included Mr. Jagdish Khattar, MD, Maruti Udyog Ltd, Gurgaon and MD Gillette Indian Ltd., Gurgaon, Mr. Zubair Ahamed . The evening includes a social hour at 6:30, dinner at 7:30, and your remarks from 8:30 until 9 or 9:15. So that you won’t have to worry about transportation or parking, we will arrange the same for you and your guest. Kindly make this our most memorable banquet. May we request you to just call our Director, HR, Mr Awasthi, at 2365861 before December 19, to accept this invitation? Sincerely yours, Courteous salutation Meticulous presentation Repeating of main idea with motivation to act quickly

31. AVOID EXAGGERATION In your quest for persuasiveness, be careful not to get carried away with enthusiasm. Exaggerating can destroy your credibility. In our hard-sell society we are accustomed to hearing such terms as fabulous selection, dynamic breakthrough, unmatched performance, incredibly low-priced, terrific values, unique features, tremendous savings, unbelievable bargains, once-in-a-lifetime-opportunity, and fantastic offer. And we have learned to quickly dismiss such claims as “sales puff” and let them slide by. That's exactly what your readers will do when they see such terms in your letters-let them slide by without placing any confidence in the writer's statement. Beware of more and most, too, in your attempt to be persuasive:

32. I am more than happy to refund your money. • We are most apologeticabout the error. • All of us at Musselman’s are more than anxious to see that you are most pleased with your purchases. (delighted?) • Rankin’s is more than concerned about the delay.

33. Flattery (some amount OK but…) I am at loss for words, Ms. Arora, in attempting to express my profound gratitude for that tremendous order for air-conditioners and the beautiful check that accompanied it. A thousand thanks. Thank you very much, Mr. Arora , for your order for 240 air-conditioners and your check for Rs. 48,00,000. I really appreciate your expression of confidence in our new product.

34. Overstatement • Believe me, Mr. Tandon, such an error will never happen again. • Come in, and you’ll see: Every car at Reston Motors is priced just a tiny fraction above cost. • Everyone stands ready at all times to make your shopping at Kahn’s a thoroughly delightful and long-remembered experience.

35. Nothing is as important to Tata’s as a satisfied customer. • Everything that can be done will be done to guarantee your entire satisfaction. • The success of our organization rests entirely in the hands of customers like you.

36. Edit sentences to Tell Who Does What to Whom or What: • An assessment of the market helped our company design its new food blender. • Our company designed its new food blender by assessing the market. • The control of the ceiling limits of glycidyl ethers on the part of the employers for the optimum safety of workers in the workplace is necessary. • For the workers’ safety, employers must control the ceiling limits of glycidyl ethers.

37. Respect your reader’s pride & dignity. Killers of persuasiveness include talking down, lecturing, and making accusations

38. Arrange information logically within sentences: • They shut off the computer once they finish with their program. • Once they finish their program, they shut off the computer. • Use strong, Active Verbs rather than Verb phrases with verbs disguised as Nouns: • The officer made an assessment of the damages the storm had caused. • The officer assessed the damage the storm had caused. • The city provided the employment of two work crews to assist the strengthening of the dam. • The city employed two work crews to strengthen the dam.

39. Avoid piling modifiers in front of a Noun: • The ordinance contract number vehicle identification plate had to be checked against inventory numbers. • The ordinance contract number on the vehicle identification plate had to be checked against the inventory numbers. • The vibration noise control heat pump condenser quieter can make your customer happier. • The quieter on the condenser for the heat pump will make your customer happier by controlling noise and vibrations. • Replace a wordy phrase or clause with a one-or-two-word synonym: • The college has parking zones for different areas for people living on campus as well as for those who do not live on campus and who commute to school. • The college has different parking zones for resident and commuter students.

40. Combine sentences beginning with he same subject or ending with an object that becomes the subject of the next sentence: • I asked the inspector if she were going to visit the plant this afternoon. I also asked her if she would come alone. • I asked the inspector if she were going to visit the plant alone this afternoon. • Homeowners want to buy low-maintenance bushes. These low-maintenance bushes include the ever-popular holly and boxwood varieties. These bushes are also inexpensive. • Homeowners want to buy such low-maintenance and inexpensive bushes as holly and boxwood.

41. Avoid unnecessary That/Which clauses: • The pain medication that was prescribed by the doctor was very helpful to her father. • The pain medication prescribed by the doctor helped her father. • The organizational plan that was approved last week contains a number of points, all of which are considered to be especially important for new employees. • The organizational plan approved last week contains important points for new employees.

42. GOOD LETTERS Short sentences/paras, familiar words, active voice words CLEAR CONTENT TONE OF GOODWILL Emphasize “YOU” view and Reader’s Benefit CORRECT FORM Silent but Positive Messages

43. Report Structure Bibliography Notes Generally appear in both formal and informal proposals: Optional in informal Proposals: Appendix Recommendations Conclusions Body Introduction Executive summary or abstract List of Figures Table of Contents Letter of transmittal Title Page Cover

44. Subject: Upgrades Date: 12/15/2003 02.30 pm From: saurav@dataport.org To: gaurav@widedoor.com HEY GUYS ARE YOU AWAKE OUT THERE. THIS IS THE THIRD TIME I HAVE SENT THIS MESSAGE. AND I NEED YOU TO GET BACK TO ME STAT. MY BOSS IS ON MY BACK. : P I NEED THE UPGRADES YOUR SALES FOLKS – AJAY GANDHI ,: AND RICHA THAPAR – PROMISED BUT NEVER MADE GOOD ON. FWIW YOU HAVE MISSED THE BOAT.:-@ SAURAV Communicating in the World of e-mail