{"id":10498,"date":"2020-11-06T01:06:34","date_gmt":"2020-11-06T01:06:34","guid":{"rendered":"https:\/\/course.oeru.org\/ccom101\/?page_id=10498"},"modified":"2020-11-06T01:06:34","modified_gmt":"2020-11-06T01:06:34","slug":"word-choice-and-tone","status":"publish","type":"page","link":"https:\/\/course.oeru.org\/ccom101\/learning-pathways\/effective-business-writing-and-legal-considerations\/word-choice-and-tone\/","title":{"rendered":"Word choice and tone"},"content":{"rendered":"
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\"Reading<\/a><\/div>\n

The organisation, word choice, and tone of your message should all allow the communication to be received and understood, while also maintaining a positive business relationship. With proper wording and phrasing, your communications can enhance your reputation and the reputation of your business.\n<\/p>\n


\n<\/p>\n

Writing for the reader<\/span><\/h2>\n

The audience (your reader, if the message is written) is the receiver of the business communication. This model focuses on the choices a writer or sender of a message can make to best convey their message to the receiver. If all choices are related to considering the receiver\u2019s needs over those of the sender, the message is more likely to achieve its purpose quickly.\n<\/p>\n

To understand this concept, think about learning to change a tyre. One way people could learn about changing a tyre is from a description in the owner\u2019s manual sent by the car manufacturer. Many individuals, on the other hand, have learned from watching or participating in the process \u2014 gaining hands-on experience. Which is easier? For the manufacturer (sender) the information is easy and cheap to print. For the tyre changer (receiver) a personal assistant is easier, but more expensive. The sender needs to find the best balance.\n<\/p>\n

Putting the reader first (sometimes known as taking the ‘you-view’), encompasses two skills:\n<\/p>\n

    \n
  1. Put the receiver\u2019s needs before the sender\u2019s needs\n<\/li>\n
  2. Start with what the receiver needs to know\n<\/li>\n<\/ol>\n

    \n<\/p>\n\n\n\n\n
    Scenario: taking the ‘you-view’\n<\/th>\n<\/tr>\n
    Lynnette has worked hard to find a lost shipment. She finally has enough information to email the customer and provide an update on the situation. She begins writing up her draft: \u201cYou won\u2019t believe how many people I had to contact to find this for you. I had to call Texas, send a copy to Dallas, and then\u2026..\u201d Stop! It is likely Lynnette is thinking the customer will be impressed with her efforts and feel like a valued customer. However, nothing in this email so far has answered the customer\u2019s primary need.<\/p>\n

    Let\u2019s imagine instead that Lynnette’s draft focuses on meeting the customer\u2019s primary need : \u201cI have found your product at the Texas depot, and I have scheduled delivery for March 30.\u201d Lynette is satisfied with this draft: it is direct and delivers the needed information. However, the email does not take the you-view.\n<\/p>\n

    Did you notice how Lynnette talks about herself first with the use of personal pronoun \u201cI\u201d? In a subtle, but important improvement, Lynette should write, \u201cYour product is scheduled for delivery March 30. Your product was in the Texas depot.\u201d While both versions of the email let the customer know the product\u2019s delivery information, the second version places emphasis on the customer and makes the customer most important.\n<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

    Language as an obstacle<\/span><\/h2>\n

    Each of us has a variety of ways of speaking and writing, depending on circumstances. A thank-you note that you write to your aunt for the socks she sent will be quite different to a thank-you note you write after a job interview with the vice president of the division! In business communication, the key is to choose language that is direct and easy for your audience to understand.\n<\/p>\n

    When you\u2019re writing, it\u2019s important to consider your audience\u2019s understanding compared to your own. For example, if you\u2019re writing a newsletter for customers, you would use different language than you would if you were writing a product status update to the engineers who initially created the product.\n<\/p>\n

    As you write, keep your eye out for these common language challenges:\n<\/p>\n