Written CommunicationWritten CommunicationIntroduction:Introduction: Commercial Correspondence is Commercial Correspondence is buying and selling with the help of letter writing. buying and selling with the help of letter writing. It includes all letters exchanged before the It includes all letters exchanged before the actual sale takes place, all letters that follow the actual sale takes place, all letters that follow the sale and all those letters that help maintain good sale and all those letters that help maintain good relations between buyers and sellers, employers relations between buyers and sellers, employers and employees and in general all letters , reports and employees and in general all letters , reports and documents that increase commerce and and documents that increase commerce and trade.trade.Need and importanceNeed and importance: 1. personal touch: 1. personal touch2. Least expensive2. Least expensive3. Permanent written record3. Permanent written record4. It has clarity of expression’4. It has clarity of expression’5.It can overcome the distance that separates 5.It can overcome the distance that separates the sender from the receiverthe sender from the receiver

Essentials of good written communicationEssentials of good written communication Good written communication must command attention Good written communication must command attention

and get results.and get results. The communication must be legible, if it is hand written The communication must be legible, if it is hand written

and the same applies to type written messages.and the same applies to type written messages. The communication must be carefully planned. The The communication must be carefully planned. The

ideas should be presented in a logical manner.ideas should be presented in a logical manner. The writer should use words and sentence structures The writer should use words and sentence structures

that can be easily understood by the reader.that can be easily understood by the reader. A sentence should have one subject and each A sentence should have one subject and each

paragraph should deal with a single topic or aspect paragraph should deal with a single topic or aspect of a topic.of a topic.

A proper technique of emphasis should be used.A proper technique of emphasis should be used. Use the 4 c’s of communicationUse the 4 c’s of communication Use the “you attitude”Use the “you attitude” Follow correct language, proper grammar and correct Follow correct language, proper grammar and correct

punctuation.punctuation. It is not possible to have good written communication It is not possible to have good written communication

without prewriting.without prewriting. The final stage of written communication is editing.The final stage of written communication is editing.

Functions of a Business letterFunctions of a Business letter Legal functionLegal function PersuasivePersuasive ReferenceReference Goodwill.Goodwill.

THE “ You Attitude in a Business letter”THE “ You Attitude in a Business letter”By “ you attitude” we mean to look at things as the rader does By “ you attitude” we mean to look at things as the rader does

and present their arguments accordingly. The principle and present their arguments accordingly. The principle underlying the “ You attitude” is that it is the reader that underlying the “ You attitude” is that it is the reader that counts.counts.

At the simplest level it means using the ord “ you” as much as At the simplest level it means using the ord “ you” as much as possible. People like to be addressed personally and this possible. People like to be addressed personally and this approach is very helpful in a sales letter. For eg.approach is very helpful in a sales letter. For eg.

Compare the following sentences:Compare the following sentences:“ “ We take pleasure in announcing the introduction of our new We take pleasure in announcing the introduction of our new

“ Simplex Hair Dryer” ,“ Simplex Hair Dryer” ,AndAnd

“ “ Have you brought your wife her Diwali Have you brought your wife her Diwali present? You will be interested to know present? You will be interested to know that you can now buy..that you can now buy..

The first sentence is ineffective because it The first sentence is ineffective because it views things from the point of view of the views things from the point of view of the writer. The second sentence is effective writer. The second sentence is effective because it not looks at things from from because it not looks at things from from the reader’s side. From the above example the reader’s side. From the above example it is obvious that the you attitude is not it is obvious that the you attitude is not only a matter of phraseology but also of only a matter of phraseology but also of attitude.attitude.

The you attitude can be used effectively in all The you attitude can be used effectively in all letters especially in collection and application letters especially in collection and application letters.letters.

If an applicant can mentally put himself in the If an applicant can mentally put himself in the employers shoes he will be in a better position to employers shoes he will be in a better position to emphasize the qualities that will get him the job.emphasize the qualities that will get him the job.

Every effort must be made to adapt to the tone Every effort must be made to adapt to the tone and language to the level of the reader.and language to the level of the reader.

Every business letter that goes out involves a Every business letter that goes out involves a problem as we all know there are two sides to problem as we all know there are two sides to every problem. By the you attitude the writer every problem. By the you attitude the writer drafts his letter keeping in mind the side of the drafts his letter keeping in mind the side of the reader and by burying to anticipate his wantsreader and by burying to anticipate his wants

The you attitude does not only mean writing from The you attitude does not only mean writing from the point of the reader but also putting the reader the point of the reader but also putting the reader first.first.

Instead of writing our organization will give you5 Instead of writing our organization will give you5 % on your savings account it is better to write “ % on your savings account it is better to write “ you will earn 5% from your savings account.you will earn 5% from your savings account.

C’s of effective writingC’s of effective writing The qualities which are essential for good business writing The qualities which are essential for good business writing

are collectively known as the c’s of communication because are collectively known as the c’s of communication because most of them begin with the letter c.most of them begin with the letter c.

Clarity:Clarity: the message must be clear in the first reading. the message must be clear in the first reading. Clearly written messages avoid misunderstanding and save Clearly written messages avoid misunderstanding and save time. Consider the following examples of ambiguous time. Consider the following examples of ambiguous writing:writing:

Please state from that date the patient was ordered to stay in Please state from that date the patient was ordered to stay in bed and totally incapacitated by your instructions. This has bed and totally incapacitated by your instructions. This has been caused by the wrong placing of words. Clarity been caused by the wrong placing of words. Clarity depends upon five factors:depends upon five factors:

Use of simple . Common everyday words which everyone can Use of simple . Common everyday words which everyone can understand. Never send the reader to the dictionaryunderstand. Never send the reader to the dictionary

Use concrete words having a definite meaning.Use concrete words having a definite meaning.Some examplesSome examplesIncombustibleIncombustible fireprooffireproofOptimumOptimum bestbestSubstantiateSubstantiate proveprove

Use of short and simple sentences. Use of short and Use of short and simple sentences. Use of short and simple sentences. Long sentences confuse the simple sentences. Long sentences confuse the reader and often confuse the writer also. reader and often confuse the writer also. Important information should be give in a Important information should be give in a separate manner. Use of active verb instead of separate manner. Use of active verb instead of passive verb is more precise.passive verb is more precise.

Use proper punctuation giving definite and concrete Use proper punctuation giving definite and concrete details with names and figure.eg. High details with names and figure.eg. High performance 95% efficiencyperformance 95% efficiency

Ensure a logical sequence of ideasEnsure a logical sequence of ideasBe consistent in t he use of numbers. Dates, units of Be consistent in t he use of numbers. Dates, units of

measurement.technical terms, abbreviations.measurement.technical terms, abbreviations.

CorrectnessCorrectness: in spelling and grammar: in spelling and grammar In appearance and form of layoutIn appearance and form of layout In the information it conveysIn the information it conveys In tone, formality and styleIn tone, formality and style ConcisenessConciseness: it means expressing much in a few : it means expressing much in a few

words.as possible without sacrificing clarity or words.as possible without sacrificing clarity or courtesy.courtesy.

Leave out unnecessary modifiers such a s “ Leave out unnecessary modifiers such a s “ actual experience”. In addition to, besides, as actual experience”. In addition to, besides, as well as, also.well as, also.

WE would appreciate receiving the goods as early WE would appreciate receiving the goods as early as possible since arrangements have to be made as possible since arrangements have to be made for export so they will reach our foreign customer for export so they will reach our foreign customer within the required time within the required time

This can be made concise by:This can be made concise by:Please dispatch the goods so as to reach us by 7 Please dispatch the goods so as to reach us by 7

September since we have to ship them to Mexico September since we have to ship them to Mexico by the 17by the 17thth..

Courtesy:Courtesy: it is consideration for other people’s it is consideration for other people’s feelings. It is seen in an individual’s behaviour feelings. It is seen in an individual’s behaviour with others. A well mannered and courteous with others. A well mannered and courteous person shows consideration and thought for person shows consideration and thought for others.others.

Use the courtesy ords, please, thankyou, sorryUse the courtesy ords, please, thankyou, sorry Express proper feeling according to the situationExpress proper feeling according to the situation Make the other person feel comfortable “ we Make the other person feel comfortable “ we

appreciate your promptness in sending the appreciate your promptness in sending the goods”goods”

Be attentive and prompt in respondingBe attentive and prompt in responding Let the tone the choice of words and style of the Let the tone the choice of words and style of the

message reflect your consideration for the message reflect your consideration for the feelings and needs of the reader.feelings and needs of the reader.

CredibilityCredibility: if they believe hat you say they will : if they believe hat you say they will buy what you sell. It comes from minding all the c’s buy what you sell. It comes from minding all the c’s ie giving correct information, writing clearly, being ie giving correct information, writing clearly, being considerate to other’s feelings and needs and considerate to other’s feelings and needs and being courteous.being courteous.

Language in a business letterLanguage in a business letter:: Avoiding business jargonAvoiding business jargon: by jargon we mean the : by jargon we mean the

specialized or technical language of any trade, specialized or technical language of any trade, profession,organization, class or a group that shares a profession,organization, class or a group that shares a common occupation. There is nothing wrong with using common occupation. There is nothing wrong with using technical words, indeed it is sometimes impossible to technical words, indeed it is sometimes impossible to find substitutes of the. What is wrong is that these find substitutes of the. What is wrong is that these words are used so often and sometimes wrongly, and so words are used so often and sometimes wrongly, and so mechanically, that the words themselves lose meaning.mechanically, that the words themselves lose meaning.

Eg. “ I beg to state that I have received your esteemed Eg. “ I beg to state that I have received your esteemed favour.. The recipent will get flattered, but when favour.. The recipent will get flattered, but when thousand letters beg to state they will seem hollow.thousand letters beg to state they will seem hollow.

Jargon with simple English equivalents:Jargon with simple English equivalents: Have for acknowledgementHave for acknowledgement we have we have

received.received.

In the event of In the event of ifif VideVide please referto.please referto. Cliches , slangs and euphemismsCliches , slangs and euphemisms: cliché is a french : cliché is a french

word commonly used in english to show that some words or word commonly used in english to show that some words or phrases have become stereotyped.phrases have become stereotyped.

Eg, as a rule, bear in mind, if the worst comes to worst.Eg, as a rule, bear in mind, if the worst comes to worst. Slang is a language of highly colloquial type.eg. Guys, gals, Slang is a language of highly colloquial type.eg. Guys, gals,

cops, shake a leg .cops, shake a leg . Euphemism is an inoffensive expression used inplace of Euphemism is an inoffensive expression used inplace of

words that they offend or sound unpleasant, thus people words that they offend or sound unpleasant, thus people say” left for heavenly abode instead of “ died”say” left for heavenly abode instead of “ died”

The legal obsession: the great drawback is that the youth The legal obsession: the great drawback is that the youth tends to draft a letter as if he as drafting up the latter’s last tends to draft a letter as if he as drafting up the latter’s last will.will.

Eg. “ YOU ARE HEREBY INFORMED THAT IF THE AMOUNT OF Eg. “ YOU ARE HEREBY INFORMED THAT IF THE AMOUNT OF RS. 4500 IS NOT PAID WITHIN THE DUE DATE THE MATTER RS. 4500 IS NOT PAID WITHIN THE DUE DATE THE MATTER WILL BE REFERRED TO THE INVESTOR.WILL BE REFERRED TO THE INVESTOR.

CORRECT SPELLING.CORRECT SPELLING. CORRECT WORD ORDER IN A CORRECT WORD ORDER IN A

SENTENCE: the basic structure of an SENTENCE: the basic structure of an english sentence isenglish sentence is

SubjectSubject verbverb predicatepredicate I /HEI /HE GOGO TO COLLEGE.TO COLLEGE.