Chapter 3 7Cs (Very Imp)

The 7Cs are the rules which make the communication easy and
understandable.
COMPLETENESS
It means that the communication must include all the necessary and
appropriate information to achieve the desired response. It should contain all
the facts required by the receiver.
1. The complete message includes the 5Ws checklist. (who, what, when
where, why)
2. The complete message develops and enhances the reputation of the
organization and builds its goodwill.
3. The complete message addresses all the questions previously raised and
it attempts to address the subsequent questions that may arise as a
result of this communication.
4. The complete message persuades the receiver.
5. The complete message helps the receiver in better decision making.
Examples:
Incomplete message
1. The meeting will be held tomorrow. (Needs the Completeness)
Complete message: The AGM will be held tomorrow at 11 o’clock in the
conference hall to discuss the general issues with the director.
2. Incomplete message
3. Please, send me the report. (Needs the Completeness)
Complete message: Please send me the soft copy of the financial report 2020
on November 27,2020 so that it may be discussed with Finance Manager in the
meeting on November 29,2020.
CONCISENESS
It means to give a lot of information in a few words without forging
the other 7Cs of communication. The message should be brief but
comprehensive.
1. In the concise message wordy expressions are removed. Use
single words instead of long words or phrases.
2. Always stick to the point and include only relevant
information.
3. Avoid un-necessary repetition of points. (No redundancy)
4. Concise message is more appealing and understandable to the
audience.
Examples of Conciseness
1. We make use of this letter for the approval of holidays.
Concise: We use this letter to approve holidays.
2. This letter provides justification for increment.
Concise: This letter justifies increment.
3. I shall visit your office in due course.
Concise: I shall visit your office soon.
4. In spite of the fact that we can win the match.
Concise: Although we can win the match.
5. Visit my office at this time.
Concise: Visit my office now.
6. The organization will conduct a meeting on weekly basis.
Concise: The organization will conduct weekly meeting.
CONSIDERATION
It means to be careful and not to inconvenience or harm others. In business
communication, it means to empathize with others. The sender of the message
should consider the receiver’s view point, mind-set, education level, mood,
desires and needs.
Q: What is “You Approach”? Which of the 7Cs of communication suggests
the use of this approach? Also mention when one should avoid using this
approach?
Ans: Business messages should focus on how the recipient will benefit. For
example, what they will receive or what they will learn. This is called as
“You” approach.
Consideration among the 7Cs of communication suggests the use of this
approach.
When the “You” attitude gives negative impact, write the message in passive
voice. For example; The report was not received. The report is yet to be
received.
Always avoid WE and I attitude and use YOU attitude.
Examples; 1. I or We attitude:
We are sure that our new discount policy will attract you.
You attitude: You will appreciate new discount policy.
2. I or We attitude: I am happy to hear that you have selected our firms.
You attitude: Thank you for giving the opportunity to serve you.
3. I or we Attitude: I will give 10% discount to my customers.
You attitude: You can get 10% discount.

4.Me Attitude: I have requested to send your order today.

You will receive your order by Wednesday.

5.We are happy to announce that transaction can be made even after 3.00 PM
till 5.00 PM at the teller-counter.
You can do transactions after office hours, at the Teller counter till 5.00 PM.
6. I wish to tell you that we are sending your new coat tomorrow.
You will receive your coat tomorrow.
7.We expect our members will enjoy the benefits of membership.
You can now enjoy the benefits of membership.
I am delighted to announce that my customer can purchase products with the
same old price.
YOU Attitude: You can purchase products with the same old price.
Our shopping mall will remain open for our customers’ late shopping.
YOU Attitude: You can do late shopping.
We will solve our customers’ problems.
YOU Attitude: Your problems will be solved.
We offer all facilities of discount to our customers.
YOU Attitude: You will have discount facilities.
Note: When the YOU ATTITUDE gives negative effect, write the message in
passive voice.
You have not paid the bill. (Passive voice) The bill is yet to be paid.
You have not returned the products. (PV)The products are to be returned.
You have not sent the report. (Passive voice) The report is yet to be received.
Concreteness
Concrete business message means being particular, clear, vivid, explicit and
specific.
1. The Concrete business message shows specific facts and figures.
2. The Concrete business message is understandable.
3. The Concrete business message builds the confidence of both the sender
and the receiver.
4. The Concrete business message conveys the professionalism and builds
the reputation of the organization and the sender.
5. The Concrete business message is more compelling and impactful.
6. No use of complicated language.
Examples;
1. The prices of certain goods have slightly / largely increased.
Concrete: The prices of ceiling fans have increased by 10%.
2. I shall visit your office soon.
Concrete: I shall visit your office on September 02, 2020.
3. A small number of customers like this product.
Concrete: 10% customers like Vivo 81 mobile.
4. You can visit me anytime.
Concrete: You can visit me by Saturday at 11 am.
Clarity
Clarity in business communication means to emphasize on particular message
or goal.
1. The total clarity of thoughts and ideas enhance the meaning of the
message.
2. The sender should use exact, concrete, familiar and appropriate words.
3. Clear messages are easy to interpret and understand.
4. Clear messages stimulate the receiver into action.
5. The sender should construct effective sentences and paragraphs.
Always use simple sentences and simple well known and familiar words. No
use of complex sentences.
In simple sentence, the structure is;
Subject verb object + (Any phrase if given in any sentence)
1. Unclear sentence:
Cybercrime, because of the widespread use of computers to store and process
personal information, is increasing rapidly.
Clear sentence: Cybercrime is increasing rapidly because of the widespread
use of computers to store and process personal information.
2. Unclear sentence: Because you invited me to help, I came here.
Clear sentence: I came here to help because you invited me.
3. Unclear sentence: To pass the exam, work hard, I advise you.
Clear sentence: I advise you to work hard to pass the exam.
4. Unclear sentence: The labour, which I do, you should appreciate.
Clear sentence: You should appreciate the labour, which I do.
5. Unclear sentence: Bank loan, because of the widespread business, is liked
today by all businessmen. Clear sentence: Bank loan is liked today by all
businessmen, because of the widespread business.
COURTESY
It means to show politeness, good behavior and attitude towards your
recipient.
1. Always be sincere, tactful, thoughtful and appreciative.
2. Use expressions and terminologies that show respect.
3. Courteous messages are always positive and focus on the audience.
4. Courteous messages consider view point as well as feelings of the
receiver.
1. I cannot understand your confusing report.
Polite message: The report needs clarity.
2. The employees should not come late.
Polite message: Late coming should be avoided.
3. All employees are directed to perform their duties.
Polite message: Please perform your duties.
4. You have not understood my message clearly.
Polite message: Perhaps my message was difficult. OR Perhaps my message
was not clear.
CORRECTNESS
There should be no grammatical, punctuation, spelling or other language
mistakes in the message. Correctness also implies that the message is exact
and well-timed.
1. Incorrect:
This organization ken win prophet every ear.
Correct: This organization can win profit every year.
2. Incorrect:
Most outlet’s grow accept Islamabed witch last profit.
Correct: Most outlets grew except Islamabad which lost profit.
Some other examples of 7Cs
Rephrase the following sentences into YOU attitude.
1. To help us process this order, we must ask for another copy of the requisition.

2. We are pleased to announce our new flight schedule from Atlanta to New York, which is any hour on
the hour.

3. We offer MP3 players with 50, 75, or 100 gigabytes of storage capacity.

4. You should never use that type of paper in the copy machine.

5. You must correct all five copies by noon.

1. I or We attitude: We are sure that our view discount policy will attractive to you.

You attitude: You will surely appreciate new discount policy.

2. I or We attitude: I am happy to hear that you have selected our firms.

You attitude: Thank you for giving us the opportunity to serve you.

3. I or we Attitude: I will give you 10% discount

You attitude: You can get 10% discount

Me Attitude: I have requested that your order is sent out today.

You Attitude: You will receive your order by Wednesday

1. We are happy to announce that transaction can be made even after 3.00 PM till 5.00 PM at the teller-
counter.
2. You can do transactions after office hours, at the Teller counter till 5.00 PM.
It is not possible for us to extend locker facility to you since you do not have a fixed / term deposit in our
bank.

Extending locker facility will be attended to as soon as we receive an investment in FD/TD from you.

I wish to congratulate you for your success.

Congratulations on your success!

Our products are reliable and long lasting.

You can have reliable and long lasting products.

I need your answers to these questions by the 15th.

Please send your answers to these questions by the 15th.

I must receive your application by the end of the month.

Please send your application by the end of the month.

We cannot send your order until next month.

You will receive your order early next month.
We shipped your order today.
Your order will arrive on Thursday. You will receive your order on Thursday.

I am happy to inform you that we have approved your loan.

Congratulations! Your loan is approved.

We shall give 5% discount on cash price.

You will receive 5% on cash price.

We are proud to announce our new lightweight laptop computers.

You can have lightweight laptop computers.

I wish to tell you that we are sending your new coat tomorrow.
You will receive your coat tomorrow.
We expect our members will enjoy the benefits of membership.
You can now enjoy the benefits of membership.
 I need my students to be in class on time.
You should be in class on time.
Please enjoy our new and improved Web site.
You’ll enjoy the new and improved Web site.
You have failed to pay the dues for the month of July for your cable connection.
The dues for cable TV connection for the month of July remain unpaid.
You failed to enclose your check in the envelope.
The check was not enclosed.
CONCISENESS.
“We were not able to send the goods in time due to the fact that the truckers were on
strike”.
“We were unable to send the goods in time because of the truckers’ strike “.
We want to buy chairs which are of the executive types
We want to buy executive type chairs.
Wordy : Please be advised that your admission statement has been received.
Concise : Your admission statement has been received
Wordy : Please find attached the list you requested.
Concise : Find the attachment.
Wordy : There are four rules that should be observed.
Concise : Observe Four rules.
Wordy : It was known by Mr.. Usman that we must reduce size our inventory.
Concise : Mr.. Usman knew to reduce our inventory.
Wordy : She bought desks that are of the executive type.
Concise : She bought executive type desks.
Wordy : The receipt that is enclosed documents your purchase.
Concise : The enclosed receipt documents your purchase.
Wordy : In most cases the date of the inquiry is indicated in the upper right corner.
Concise : The policy date is in the upper right corner.
Wordy : The total balance due will be found on Page 2 of this report.
Concise : The balance due is on page 2 of this report.
Wordy : The reports are to be submitted by employees prior to 5:00 p.m.; which
will be received by Ali.
Concise : Please submit your reports to Ali by 5:00 p.m
Wordy : We hereby wish to let you know that our company is pleased with the confidence
you have reposed in us.
Concise : We appreciate your confidence.
 The letter was written by someone who had not signed his or her name. 
 The letter was anonymous.
 He requested a trial by a jury of his peers. 
 He requested a jury trial.
A watch is an intricate instrument to measure time, which many people consider the gift that is
the most valuable of all. 
A watch measures time, which many consider the most valuable gift. 
He referred to basic and fundamental principles of physics. 
He referred to basic principles of physics. 
It is truth which will prevail, he argued.
Truth will prevail, he argued.
The test revealed conduction activity that was peculiar in nature.
The test revealed peculiar conduction activity.