Business Communication

1. Conversational style
Write the words that have the effect of good conversation. The words to be used should come from
your speaking vocabulary and the tone of writing should stimulate friendly conversation.
Such writing produces warmth that appears to us all. It recalls to our minds pleasant experiences
with friendly people. In addition, since it uses the familiar words of our language, it is the kind of
language that communicates best.
R
UBBER
 S
TAMPS
Rubber stamps are expressions used from habit every time a certain situation occurs. They are
expressions we use without thought. They give routine rather than customized treatment. And routine
treatment is far less than special attention in creating good public relations.
You can avoid rubber stamps by writing in your conversational vocabulary.
Dull & striff
Friendly & conversation
Thanking you in advance
I’ll sincerely appreciate
I deem it advisable
Is suggest

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2. The you-view point
Human beings are self-centered creature. Hence, messages that relate our self interest produce positive
response. This technique is called you-view point.
You-view point writing emphasizes the reader’s interests. It is an attitude that focuses on the
reader’s point of view.
We-view point
You-view point
We have received your report of May 1.
Thank you for your report of May 1.
I have 7 years experience as a direct-mail
7 years of practical experience as a direct mail
copywriter.
copywriter will equip me to cultivate your mail
solicitation.
3. Overall tone of courtesy
Courtesy is a major contributor to goodwill in letters. Certainly, writing in conversational tone,
strategically emphasizing the reader’s viewpoint and carefully selecting positive wordings will
generate courtesy. All will do much towards putting the reader in a favourable frame of mind. Avoid
preaching (lecturing) and avoid anger.