The document discusses the 12 C's of business writing. It explains that the 12 C's principle outlines important aspects to consider when writing business documents and communications. The 12 C's are completeness, conciseness, clarity, consideration, courtesy, concreteness, consistency, correctness, credibility, context, content, and coherence. Following these principles helps ensure business writing is comprehensive, clear, and effective for the intended audience.
The document discusses the 12 C's of business writing. It explains that the 12 C's principle outlines important aspects to consider when writing business documents and communications. The 12 C's are completeness, conciseness, clarity, consideration, courtesy, concreteness, consistency, correctness, credibility, context, content, and coherence. Following these principles helps ensure business writing is comprehensive, clear, and effective for the intended audience.
The document discusses the 12 C's of business writing. It explains that the 12 C's principle outlines important aspects to consider when writing business documents and communications. The 12 C's are completeness, conciseness, clarity, consideration, courtesy, concreteness, consistency, correctness, credibility, context, content, and coherence. Following these principles helps ensure business writing is comprehensive, clear, and effective for the intended audience.
Business writing refers to memorandums, reports, proposals, emails,
and other forms of writing used in organizations to communicate with internal and external audiences. Business writing has three purposes; to persuade to action, to issue a directive and to provide a report or response. 3 THE 12 C’s PRINCIPLE
When writing business letters, it is important to keep the following
points in mind ; completeness, consideration, clarity, courtesy, credibility, consistency, correctness, concreteness, conciseness, context, content and coherence. 4 COMPLETENESS A business message is complete when it contains all the information the reader or listener needs for the reaction to be positive. In business writing, the following directives should be met: • Provision of all the necessary information by answering the five Ws: Who, what when, where and why. • Clarifying all the points that may seem questionable by the reader. • Provision of additional information that may just be of interest to the reader. An incomplete business message is one which is questionable by the reader and creates difficulty in responding. 5 CONCISENESS
Conciseness means to be brief but inclusive. Conciseness in
business writing involves stating an idea in the fewest words possible, avoiding unnecessary repetition of words. Conciseness involves writing without compromising on other C’s. Conciseness shows the writer value of the time of their reader. 6 CLARITY
The purpose of clarity is to provide the reader with a clear
understanding of the letter’s purpose. The writing should be such that the readers understanding should be equal or familiar to that of the writer. There should be construction of effective sentences and paragraphs that promote unity of ideas and sequencing. To achieve clarity in your writing, you need to choose short, familiar and conversational words. And the writing should contain illustrations or visual aids (i.e. graphs, tables , pictures) that should attract the attention of the reader and clarify other points. 7 CONSIDERATION
In business writing the writer has to consider the reader’s feelings
and point of view. The letter should contain more information concerning the reader than the writer. This involves the use of “ you attitude”. This implies that the reader should be the focus of communication instead of focusing on oneself. Show the benefits to the audience or Interest in the receiver while using pleasant and favourable words that will make the reader react favourably. 8 COURTESY
Courtesy involves being aware not only of others perspective but
also about their feelings. Business letters should show respect to the reader and should demonstrate the writer’s personal respect for the reader and the company he works for. Courtesy in business writing, involves writing in sincerely tactful, thoughtful, and appreciative language. Use expressions that show respect and not discriminatory hurtful expressions. Courtesy is reflective in nature as it helps your audience 9 CONCRETENESS
Concreteness refers to using vivid wording within the letter that
appeals to the reader’s senses. If a business letter is dull, the reader may skim through, missing important points. It prefers use of denotative words compared to connotative A business letter can be concrete , if the following directives: Use of specific facts and figures, It is necessary to be precise and concrete in business communication. Put active verbs, Verbs can activate other words and help make your sentences alive, more vigorous Choose words may create an image in the reader’s head 10 CONSISTENCY
This is following a certain logic and avoiding contradiction by
having a constant standard and opinion. Inconsistency distracts readers, interrupting their cognitive(brain) process. Consistency may involve sticking to simple and straight forward language, use of proper grammar, format of writing, capitalization being specific., Consistency in business writing helps in navigating through a document, 11 CORRECTNESS
The core of correctness in business writing implies use of proper
grammar, punctuation, and spelling. Correctness denotes review of facts, figures and words, maintain acceptable writing mechanics, choose non-discriminatory language, and use of constant grammatical form of language. Having other people examine the material written helps improve correctness. Formal language is mainly used in business communication apply the principles of accepted mechanics to your writing. 12 CREDIBILITY
This comprises the objective and subjective components of the
believability of a source or message. Credibility in business writing is all about convincing your audience to trust and respect you enough for them to take action. It involves knowing your audience , backing up claims, citing sources of various information about your subject of discussion, control use of hyperbole, Paying attention to information, knowing how the information was collected and whether the information was biased is part if being credible, 13 CONTEXT
Context are circumstances in which something happens or in which
something is to be considered. Providing a context helps to create a common understanding to an issue which helps to overcome difference in perception. Context is provided in the introduction of a document. It contributes significantly to the meaning of utterance(what is written or said) 14 CONTENT Content refers to subject matter or things to be written about. It involves on what to include in the communication and what should be left out. Content come from a variety of sources such as publication materials, office files, interviews etc. The information obtained from the various sources must be appropriate and interesting for the audience and purpose. Content is also shaped by tone. When the tone matches the content, the audience will be more engaged, and you will build a stronger relationship with your readers. Content include statistics, facts, anecdotes, testimonies, and observations. 15 COHERENCE
Coherence in business writing involves being logical and easy to read. It
means hanging together so that the meaning is clear. • Related ideas and details should be close to each other. • Statements must flow logically. (i.e. use of pronouns) • Avoid misplaced modifiers. • Sentences and paragraphs must properly connect.(i.e. use of repetitions and translational expressions) Coherence makes a text easy to read and understand. It is all about paragraph unity and sentence cohension.
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