four chapter © 2015 mcgraw-hill education.. 4-2 using an appropriate style chapter four
TRANSCRIPT
4-3
Adapt your style. Use simple, familiar words. Use clichés, acronyms and
technical terms with caution. Use active verbs. Use words that don’t
discriminate.
Learning Objectives
4-4
Learn everything possible about your readers. Consider . . .– how they think– what they know– their education level and
vocabulary– their values– their culture
Then write directly to them.
Adapting Style
4-5
Shorten Do About Find out Begin Much Decide Harmful
AbbreviateAccomplish
ApproximatelyAscertain
CommenceConsiderable
DetermineDetrimental
Long, Unfamiliar Words
Short, Familiar Words
Be Familiar
4-6
She really threw me under the bus when she told the boss I was responsible for the missed deadline.
Our company experienced a paradigm shift after adopting Six Sigma.
The new branding strategy elevates our brand.
Our new writing consultant is a great resource that we can leverage on our next campaign.
Avoid Clichés
4-7
Example: Social Security’s technical language is misunderstood by outsiders.
Be Accessible Original Version Improved Version
Has sufficient quarters of coverage to acquire an insured status.
Has worked long enough (under Social Security) to become insured.
Survivors’ benefits Family insurance payments
Covered employment A job covered by Social Security
Deceased wage earner Worker who has died
To file a claim To apply for insurance payments
Aged workers Workers past 65
4-8
ROI FTC CFO IPO IT RFP EOD
Return on Investment Federal Trade Commission Chief Financial Officer Initial Public Offering Information Technology Request for Proposal End of Day
What do these letters mean?
Avoid Acronyms
4-9
The committee (comprises) (constitutes) representatives from all four sales districts.
This building site cost a large (sum) (amount) of money.
She was (notorious) (noted) for her concern for the poor.
We found no evidence that would (cause) (enable) us to support him.
The management of this store is independent (of) (from) the main office.
Be Precise
4-10
Concrete WordsAbstract Concrete
We have found that this technique is successful.
Our research shows that 87 percent of those using this technique are successful.
Your department may hire some new employees.
Your department may hire three new stock clerks.
We will ship your order soon. We will ship the Moss No. 41 desk sets you ordered October 12 by Arrow Freight on October 15.
Each of the branch managers will receive a substantial pay raise.
Each of the branch managers will receive a 15 percent pay raise.
This procedure requires a constant low temperature.
This process requires a constant temperature of 10 degrees centigrade.
4-11
Be AppropriateInappropriate Appropriate
The retailer needs to change it’s marketing plan.
The retailer needs to change its marketing plan.
We have contacted our ad agency about they’re billing.
We have contacted our ad agency about their billing.
I could use some advise on how to handle this client issue.
I could use some advice on how to handle this client issue.
That was a nice complement—thank you.
That was a nice compliment—thank you.
You will be the authority about business writing.
You will be the authority on business writing.
4-12
Be Active Inappropriate Appropriate
The retailer needs to change it’s marketing plan.
The retailer needs to change its marketing plan.
We have contacted our ad agency about they’re billing.
We have contacted our ad agency about their billing.
I could use some advise on how to handle this client issue.
I could use some advice on how to handle this client issue.
That was a nice complement—thank you.
That was a nice compliment—thank you.
You will be the authority about business writing.
You will be the authority on business writing.
4-13
classify compute exploreinform negotiate observerepresent
Camouflaged Strongmake a classificationmake a computationconduct an exploration provide informationengage in negotiationmake an observation provide representation
Be Strong
4-14
Use gender-neutral words.
Avoid words that stereotype by
– race.– nationality.– sexual orientation.– age.– disability.
Don’t Discriminate