Chapter - 8
Effective Writing Style
What can go wrong with business writing? Quality is essential; quantity is preferable. It is very easy to make a hash of business writing. Reports and proposals are often written in a hurry, cobbled together at the last minute – with little thought about the impression they will give or the impact they will make. There are many reasons that can go wrong with business writing.
1.Typos, poor punctuation and grammatical errors :-
Many people are careless. They don’t care enough to check what they’ve written’. And often they result in a client questioning how much care you will take with their business.
2. Forgetting the reader :- Many writers only focus on their writing not the reader. What information do readers want; in what form; with how much detail? What is the main message to leave them with? They do not plan.
3.Long words and elaborate phrases :- Using long words and elaborate phrases can cause problem in document. Our readers may not get what we want to say. They cannot get clear message.
4.Complex sentences :- Using complex sentences often creates problem in understanding message. Complex sentences are too long to understand.
5.Poor planning :- Many writers start writing directly. They do not make plan. They do not consider what amount of information the readers desire.
6. Too much text :- Too much text is not good for business writing. it makes a document difficult to read. Too much text, a bad choice of fonts and font size as well as insufficient line spacing can prevent a reader from reading content.
7. Abbreviations :- Abbreviations and acronyms may not be acceptable by the readers. They may distort the message. Our readers may not understand the all abbreviations and acronyms.
8. Being vague :- Vague statements lack impact and are open to misinterpretation. Readers may not understand what we want to say.
A document that is written badly can irritate colleagues and clients; fail to galvanize
people; damage the reputation of an organization; and may even lose business.
Conversely, a well-written document is a critical business tool: it can demonstrate
expertise and knowledge; influence decision making; win new business and help to build
a brand. Words are a highly usable tool. An idea or solution is pointless if you haven’t got
the tools to communicate it effectively. Take your time, follow our steps and ensure your
content is read.
What is Good Style in business writing?
Style in writing is concerned with choice. If we work in an organization which has very strict rules about how letters and reports are presented, we will still have to make choices about which words and phrases to use, how to organize our paragraphs, and so on. We will have to make stylistic choices to create a document which has the appropriate content and tone. There are two aspects of best style in business writing.
a) content criteria
i) Accuracy :- In business writing, accuracy is the most important criterion. Inaccurate and incorrect information can often be more harmful than no information at all. Accuracy includes both accurate information and accurate expression. The information should be correct and well-expressed. Overwriting, wrong spellings, grammatically incorrect structures— these are some reasons for misunderstanding. Accuracy of expression requires that there should not be any errors of spellings, punctuation, grammar or usage. Everyone has to be careful about grammar and punctuation. Accuracy always demands precision in writing. Precision is the quality of being exact and accurate. It is an essential feature of writing. An effective sentence requires correctness and appropriateness in writing.
ii) Brevity :-
Brevity is the quality of being brief. It is a striking feature of written communication. Brevity means giving maximum information in the minimum number of words possible. It can be achieved by avoiding wordiness and repetition. There is an economy of words. It saves the time of the writer and the reader also. Communication should be accurate, precise, concise, and pointed. It should not be irrelevant, repetitive, and circumlocutive.
iii) Clarity :-
The message should be clear, well-planned and expressed in a logical way. It should not be ambiguous. Clearly written messages avoid misunderstanding and save time. Vague or ambiguous expressions must be avoided. Clarity paves way for readability. For readability clear, simple, familiar, precise, specific words, phrases and expressions should be used. Long sentences, unclear words and clumsy expressions should be avoided. Clarity depends upon five factors.
They are as follows:
1. Always use simple, common and meaningful words. Avoid technical words, jargons and cliches.
2. Use short and simple sentences as long sentences can confuse the reader.
3. Use proper punctuation in writing; it facilitates comprehension.
4. Always give definite and concrete details with facts and figures.
5. Use coherence, that is, the logical sequence in the presentation of ideas.
Emphasis
Important information should be emphasized. Less important information should be left out or placed later in the text. We should put important information in order of importance. Emphasis can be achieved by other methods, such as following:
Format and typography :- the layout and typography of a document can be used to highlight important points. These techniques include use of white space, use of lists and bullet points, and use of heading.
Grammatical structure :- we can emphasis a word by making it the subject of a sentence. For example, rather than ‘The temperature was measured by an optical pyrometer’, we can say ‘An optical pyrometer measured the temperature.’ This puts the emphasis on the means of measurement.
b) Tone criteria
WHAT IS TONE?
"Tone in writing refers to the writer's attitude toward the reader and the subject of the message. The overall tone of a written message affects the reader just as one's tone of voice affects the listener in everyday exchanges".
Business writers should consider the tone of their message, whether they are writing a memo, letter, report, or any type of business document. Tone is present in all communication activities. Ultimately, the tone of a message is a reflection of the writer and it does affect how the reader will perceive the message.
WHAT KIND OF TONE SHOULD I USE?
Fortunately, we can use the same kind of tone for most business messages. "The business writer should strive for an overall tone that is confident, courteous, and sincere; that uses emphasis and subordination appropriately; that contains nondiscriminatory language; that stresses the "you" attitude; and that is written at an appropriate level of difficulty". The only major exceptions to these guidelines are when we need to write a negative business message, such as when we deny a job offer or a customer request.
Here are some general guidelines to keep in mind when considering what kind of tone to use in your letters and how to present information in that tone:
➤ Be confident.
➤ Be courteous and sincere.
➤ Use appropriate emphasis and subordination.
➤ Use non-discriminatory language.
➤ Stress the benefits for the reader.
➤ Write at an appropriate level of difficulty.
Be Confident
We can feel confident if you have carefully prepared and are knowledgeable about the material we wish to express. The manner in which we write should assume a confident tone as well. As we prepare business documents, we want the reader to do as you ask or to accept your decision. In order to make the document effective, we must write confidently.
Consequently, a confident tone will have a persuasive effect on your audience. The reader will become more inclined to accept our position, and will notice the confidence that you have. Employers are inclined to hire individuals that appear confident and sure of their abilities.
Be Courteous and Sincere
A writer builds goodwill for him or herself by using a tone that is polite and sincere. It is important to strive for sincerity in tone because without sincerity, politeness can sound condescending
Consider the words and phrases we use in your document and how our reader will likely receive them. If we are respectful and honest, readers will be more willing to accept your message, even if it is negative.
Use Appropriate Emphasis and Subordination
We can help our readers to understand which of our ideas we consider most important by using emphasis and subordination. We can choose from a variety of strategies to emphasize an idea or to subordinate it.
To emphasize an idea, place it in a short sentence. A short and simple sentence will most effectively convey an important idea. We can provide further explanation, sufficient examples, or evidence in following sentences. To subordinate an idea, place it in a compound sentence.
Emphasis: Smoking will no longer be permitted in the building. The committee on employee health and safety reached this decision after considering evidence from researchers and physicians on the dangers of second-hand smoke.
Subordination: The committee on employee health and safety has finished considering evidence, and they have reached the decision that smoking will no longer be permitted in the building.
Ideas placed in the first paragraph of a document or message receive the most emphasis, followed by information placed in the last paragraph. You can subordinate an idea by placing it in middle paragraphs of your message because these paragraphs receive the least emphasis.
Use active voice to emphasize the person or thing performing an action and passive voice to emphasize the action that is being performed.
Emphasis: Our primary consideration must be cost.
Subordination: A minor point to consider is appearance
Repeating important ideas is good way to emphasize them as well. Be careful not to overuse this strategy; you will lose your readers' interest if they believe you are needlessly repeating information.
Our primary consideration must be cost - cost to purchase, cost to operate, and cost to maintain.
Use Nondiscriminatory Language
Nondiscriminatory language is language that treats all people equally. It does not use any discriminatory words, remarks, or ideas. It is very important that the business writer communicate in a way that expresses equality and respect for all individuals. Discriminatory language can come between your message and your reader. Make sure your writing is free of sexist language and free of bias based on such factors as race, ethnicity, religion, age, sexual orientation, and disability.
➤ Use neutral job titles
Not: Chairman
But: Chairperson
➤ Avoid demeaning or stereotypical terms
Not: After the girls in the office receive an order, our office fills it within 24 hours.
But: When orders are received from the office, they are filled within 24 hours.
➤ Avoid words and phrases that unnecessarily imply gender.
Not: Executives and their wives
But: Executives and their spouses
➤ Omit information about group membership.
Not: Connie Green performed the job well for her age.
But: Connie Green performed the job well.
Stress the Benefits For the Reader
Write from the reader's perspective. Instead of simply writing from the perspective of what the reader can do for you, write in a way that shows what you can do for the reader. A reader will often read a document wondering "What's in it for me?" It is your job to tailor your document accordingly.
Stressing reader benefits will help you to avoid sounding self-centered and uninterested.
Write at an Appropriate Level of Difficulty
It is essential that you write at an appropriate level of difficulty in order to clearly convey your message. Consider your audience and prepare your writing so that the reader will clearly understand what it is that you are saying. In other words, prepare your style of reading to match the reading abilities of your audience. Do not use complex passages or terms that the reader will not understand. Accordingly, do not use simple terms or insufficient examples if the reader is capable of understanding your writing. A competent writer will match the needs and abilities of their reader and find the most effective way to communicate with a particular reader.
The Rise of plain English
Plain English is about writing for your readers; making the reading process enjoyable, not a struggle. It's about avoiding jargon, and communicating directly, without pretense. It's about eliminating confusion. Simplicity improves communication within an organization, and between a business and its public and market.
It is a way of presenting information that helps your audience understand it the first time they read it and it makes good business sense. Using plain language helps you to communicate well with your clients and customers and give them what they want: information that is accessible and easy to understand.
Most literacy and communications scholars agree that plain language means:
➤ "Clear and effective communication" (Joseph Kimble)
➤ "The idiomatic and grammatical use of language that most effectively presents ideas to the reader" (Bryan Garner)
➤ "Clear, straightforward expression, using only as many words as are necessary. It is language that avoids obscurity, inflated vocabulary and convoluted construction. It is not baby talk, nor is it a simplified version of ... language." (Dr Robert Eagleson)
➤ "A literary style that is easy-to-read because it matches the reading skill of the audience" (William DuBay)
➤ "Language that is clear, concise and correct" (Richard Wydick)
➤ "Language that allows readers to make an informed decision about the content because it considers their literacy levels, cognitive abilities, contexts, wants, needs, attitudes and challenges." (Candice Burt)
Plain language focuses on ways of writing a text so that it is clear, concise, pertinent, efficient, and flows well for the reader. Writing in plain language does not mean oversimplifying the concepts, but presenting the information in a way that makes it easier to understand and use by a wider audience. Texts written in plain language are still formal, but are easier to read and inspire confidence for the reader.
Using plain language in communications ultimately improves efficiency, because there is less ambiguity for the readers, and less time is taken for clarifications and explanations. Clear communication improves the user's experience with the organization, ultimately creating trust in the company.
By the end of the 19th century, scholars began to study the features of plain language.
The 1930s saw many studies on how to make texts more readable. In the United States, the movement towards plain language legal writing began with the 1963 book Language of the Law, by David Mellinkoff
The term derives from the sixteenth century idom “in plain English, meaning “ in clear, straightforward language.” We shall outline the rise of plain English in the united kingdom. Plain English movement has been campaigning since 1979 against jargon and misleading public information. The movement has helped many government departments and other official organizations with their documents, reports and publications. They believe that everyone should have access to clear and concise information. In 2005. the Uk government recommended that emergency services should always use plain language.
In the us, the plain language movement in government communication started in the 1970s. earlier 20th century, there were several attempts to simplify the language of government.
In 1946, writer George Orwell wrote an essay entitled “politics and the English language”, where he criticized the dangers of “ugly and inaccurate” contemporary written English. He has suggested six elementary rules for plain English.
1) Never use a metaphor, simile or other figure of speech which we are used to seeing in print.
2) Never use a long word where a short word will do.
3) If it is possible to cut out a word, always cut it out.
4) Never use the passive where we can use the active.
5) Never use a foreign phrase, a scientific word or a jargon word, if we can think of an eferyday English equivalent.
6) Break any of these rules sooner than say anything outright barbarous.
The growing impact of plain English
After 1970s the impact of plain English has grown up. Early attempts to promote plain English had little impact. In 1970s UK government ordered to use simple language in official documents. In 1979 the plain English movement was founded and received considerable publicity in the national press. Consumer groups in the United states were also making progress and president carter ruled that regulations should be written in plain English. In 1982 British government ordered all government departments to review all their official forms. It also ordered to eliminate any unnecessary ones, and to make sure that all forms were clear and easy to understand.
Similar initiatives were successful in other countries. The Australian government also adopted a similar policy in 1984. Many commercial organizations adopted plain English polices in the 1080s. To day all government and non-government organizations are adopting the policy of plain English.
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