1. Business Communication
Course Coordinator: Ayyaz Qadeer

2. The Seven C’s of Effective
Communication
1.
2.
3.
4.
5.
6.
7.
Completeness
Conciseness
Consideration
Concreteness
Clarity
Courtesy
Correctness

3. 1. Completeness
1. Remember the five W’s & One H
Who? What? When? Where?Why? and How?
2.
Answer all questions:
1.
2.
2.
A. Stated questions from questioner.
B. Implied questions from questioner.
Give extra information, when desirable.

4. 1. Completeness
Example: Incomplete letter to a new saving depositor
All our facilities are at your disposal, and anytime we can be of service, please call
on us. Our appreciation is best expressed by our being of service to you.
Revised, complete letter to the new saving depositor.
Thank you for the confidence you have shown in First Federal by the savings
account you recently opened. Our goal is to make all our services to you
both pleasant and helpful.
Among the conveniences and services available to you at First Federal, you may
be especially interested in these:
……………………………………………
………………………………………….
………………………………………….
You are most welcome to come in whenever we can assist you. Please consider
this association your financial headquarters for your savings and
borrowing needs.

5. 2. Conciseness
1.
2.
3.
4.
Use one word in place of phrases; one
sentence in place of two Read out loud to
‘listen’ for wordiness.
Omit outdated trite expression.
Ask yourself: What material is really
relevant?
Look for unnecessary repetition: Does the
same word or idea appear too often?

6. 2. Conciseness (Eliminate Wordy Expression)
1.
2.
3.
4.
5.
At this time
Due to the fact that
Please be advised that
your admission statement
was received.
It was known by Mr..
Smith that we must
reduce inventory.
The total balance due will
be found on page 2 of
this report.
1.
2.
3.
Now
Because
Your admission statement
has been received.
4.
Mr. Smith knew we must
reduce inventory.
5.
The balance due is on page
2 of this report.

7. 2. Conciseness (Include only relevant)
1.
We hereby wish to
let you know that our
company is pleased
with the confidence
you have reposed in
us.
1.
We appreciate your
confidence.

8. 2. Conciseness (Avoid unnecessary repetition)
1.
COMSATS Institute of
Information Technology
2.
Will you ship us sometime,
anytime during the month of
October would be fine, or
even November if you are
rushed (November would
suit us just as well, in fact a
little bit better) 300 of the
regular 3-by 15 inch blue
felt armbands with white
sewn letters in the center.
Thank you in advance for
sending these along to us by
parcel post, and not
express, as express is too
expensive.
1.
CIIT
2.
Please ship parcel post,
before the end of
November, 300 regular 3 by
15 inch blue felt armbands
with white sewn letters in
the center.

9. 3. Consideration
1.
2.
3.
4.
See your material from your reader’s point
of view.
‘You’ is more desirable than ‘I’ or ‘We’ in
most instances.
Readers like to see benefits. Be sure
benefits are a prominent part of the
message.
Consciously use positive words; readers will
react more favorably.

10. 3. Consideration (Focus on ‘You’ instead of ‘I’ and
‘we’)


We-attitude
I am delighted to
announce that we will
be
extending
our
hours
to
make
shopping
more
convenient.
You failed to enclose
your check in the
envelope.
You-attitude
You will be able to
shop evenings with the
extended hours.

1.
2.
The check was not
enclosed.

11. 3. Consideration (Show audience benefit
or interest in the receiver, pleasant facts)
Negative - Unpleasant
 It is impossible to
open an account for
you today.
 We don’t refund if the
returned item is soiled
and unsalable.
Positive – Pleasant
As soon as your
signature card reaches
us, we will gladly open
an account.
We refund when the
returned item is clean
and resalable.

1.
2.

12. 3. Consideration (Emphasize pleasant
words)











People want to hear
Favourably
Cordially
Benefit
Happy
Help
Generous
Loyal
Pleasure
Thanks
Considerable
Many more
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
People don’t want to hear
Blame
Complaint
Failed
Fault
Negligence
Regret
Reject
Trouble
Unfair
Mistake
Many more

13. 4. Concreteness
1.
2.
3.
4.
Were you precise in using facts and figure
wherever possible?
Did you use the active voice more than the
passive?
Is there action in verbs rather than in nouns
or infinitives?
Did you try to occasionally use vivid, imagebuilding words? But in business writing, use
them sparingly.

14. 4. Concreteness (Use specific facts and figures)


Vague, General, Indefinite
Student GMAT scores
are higher.
Eastern Europe is making
progress in obtaining
investments.
1.
2.
Concrete, Precise
In 2007 the GMAT scores
averaged 600; by 2008
they had risen to 610.
In 2000 investments in
Eastern Europe were about
US $ 30 millions; today that
figure has increased by
10%.

15. 4. Concreteness (Put actions into your verbs)
Active

Tests
were
administered by the
professors.

Professor A. will give
consideration to the
report.
1.
2.
Passive
Professors
administered the tests.
Prof. A. will consider
the report.
Be Specific, personal , concise and emphatic

16. 5. Clarity
1.
2.
3.
4.
5.
6.
Choose as precise or as concrete a word as
possible.
Select words that have a high sense of
appropriateness for the reader.
Opt for the familiar word, the one that is not
pretentious.
Limit average sentence length to 17 to 25 words.
Insert no more than one main idea into a sentence.
Arrange words so that the main idea occurs early in
a sentence.

17. 5. Clarity (choose precise, concrete, and familiar words)

Unfamiliar
After our perusal of
pertinent data, the
conclusion is that a
lucrative market exists
for
the
subject
property.
1.
Familiar
The data we studied
show that your
property is profitable
and in high demand.

18. 5. Clarity (Construct effective sentences and
paragraphs)
Length
Unity
Coherence
Emphasis (put main ideas up front)

19. 6. Courtesy
1.
2.
3.
4.
Ask yourself: Does the communication have a
sincere you-attitude?
Have someone else look at your statement if you
have doubts about whether it is tactful. Another
opinion may cause you to reconsider making a
statement.
Be cautious in using humour in communication.
Here too it pays to have someone else review your
words.
Be careful in using discriminatory language; this
means being aware of gender, race, age, colour,
creed, sexual preferences, or ethnic origins.

20. 6. Courtesy (be sincerely tactful, thoughtful, and
appreciative)
Tactless, blunt, Irritating

Stupid letter; I can’t
understand any of it.
You are delinquent
You did not tell us
Your complaint

Your stubborn silence



Tactful, Courteous
1.
It’s my understanding.
2.
Contrary to you inference
I’m sure you must realize
We find it difficult to believe
that
Why have you ignored
3.
4.
5.

21. 6. Courtesy (Choose nondiscriminatory expression)
Avoid



Manpower
Man-made
The best man for
the position
More desirable
1.
2.
3.
First-year students
Workers, employees
The
best
person/
candidate

22. 7. Correctness
1.
2.
3.
4.
Select the right level of language for your
communication: either formal or informal
Realize that informal language is also used
in business communication.
Check –often by letting another person read
your material – for correct figures, facts, and
words.
Apply the principles of accepted mechanics
to your writing.

23. Recapitulation
1.
2.
3.
4.
5.
6.
7.
…………………………………….
…………………………………….
……………………………………..
…………………………………….
…………………………………….
…………………………………….
……………………………………..