T H E ESSEN T IA L S O F

B US I N E S S E N G L I S H

PO RT E R LAN D E R MA C C L I N T O C K M A , . .

Of U iv i ty C ll g
n e rs o e e, The U iv i t y
n e rs of C h i ca g o ,

Au t hor o f L i t era t u re in t h e E l e m e n t a ry S c h oo ls .

La S alle Ex t e n s io n Un iv e rs ity
C h i 0 a g o

1 915
 PRE FA CE
MY D E AR S TU DE N T
d er k e su re of you r r eadin g th is p ref ace I am
'

In or to m a
putti n g it in t o th e for m of a p er son al lett er Y ou sh ould .
‘

n ev er f ail to r ead t h e t i t l e p age an d t h e p r ef a c e of y ou r

-

b ook Y ou will som et i m es fin d expl an at i ons an d poin ts of

.

v i e w t h er e t h at will ligh t up th e wh ol e b ook f or y ou I n .

t his p r e f ac e I w an t t o give you som e si m pl e p r ac t ic al dir e c

‘

t i on s f or d oi n g th e w or k t h e b ook c all s f or ; t o t ell y ou

wh at you n eed n ot exp e ct t o g et ou t of it ; an d t o suggest
to y ou h ow t o g et ou t of it th e u tm ost h elp it h as f or you .

1 I w an t y ou t o do all th e wor k
. S om e of it m ay seem
.

si m pl e an d fam ili ar B u t such p ar ts ar e steppi n g ston es

.
-

an d ar e n ec e ssar y Y ou h av e n otic ed th at wh en t h e t eam

.

fir st r un s ou t on th e foot b all fi eld t h ey t oss th e b all an d

“
-
,

r u n ab ou t lik e child r en Th ey ar e
. lim b erin g up an d

th e p roc ess is n ec essar y S o I w an t y ou t o t ake th e easy

.

sen t en c es an d ex er ci ses as li m b er in g u p m ov em en ts -
If .

you do y ou will sc ar c ely n otic e t h at th ey sl owly gr ow m or e

c om pl ex D o everyt hin g you ar e asked to do an d do it as
.
,

w ell as p ossi bl e .

2 You can see th at I h av e w r i tt en it all as si mply as

‘

“
i t c oul d b e w r i tt en u sin g as f ew t ech n ic al t er ms as p ossi b l e
,
.

B u t I b eg y ou n ot t o b e f r igh ten e d at t h e n ames of thi n gs

in gr am m ar an d th e oth er b r an ch es of l an gu age study I f .

y ou st udi ed an aut om ob il e y ou w ould l earn in five m in

ut es th e w or ds cylin der sp ar k p lu g ignition car b u r etor
,
-
, , ,

cam sh af t
-
an d a half sc or e m or e ; th e v ery child r en in
,

th e street use th e w or ds aer op lan e m on Op lan e b ip lan e

‘

, , ,

,
3894 65
iv PRE FAC E

p r op eller, an d a d oz en oth er pu r ely t e chni c al t er m s They .

u se t h em c orr ect ly an d n ev er d r eam of ev adi n g th em or of

sub sti tuti n g h er an d simpl er w or ds f or th em

ot .

Th e f ew tech n ic al t erm s y ou n ee d to k n ow in gr am m ar
ar e easi er t o l ear n t h an th e t ech n ic al n am es of t hi n gs in

ot h er fi eld s an d ar e qu i t e a s n e c essar y t o k n ow I w ou ld n ot .

in sul t you r i n t elligen c e b y t r an sl at in g i n to b abb l e such

t erms as inflection ag r eem en t con j u g ation or b y ass um in g
, , ,

th at you can n ot l e ar n at a gl an c e a p ar ticip le or an adver b .

3 Two t h in gs I h av e t ak en f or gr an ted ab ou t y ou in
.

w ri ti n g thi s b ook On e is th at y ou h ave h ad s choolin g equ al

.

in amou n t at l east t o th at giv en in t h e six or sev en g r ades

of th e pu b li c s ch ools Thi s m ean s t h at you h av e h ad con
.

sider ab l e d r ill in gr amm ar an d ar e r eady t o apply y ou r

kn owl edge .

Th e oth er thi n g I tak e f or gr an t ed is t h at you ar e eag er

t o g et r eady f or th e t hin g y ou w an t t o do in th e w or ld an d
f or th e wor ld I do n ot h ave t o b eg you or t o b r i b e you
.
, ,

or t o pull y ou or ev en t o l ead you t en d er l y b y th e h an d

, .

I don t even h av e to in ter es t you You ar e al ready i n ter

’
.

est e d — wh at a failur e I sh ould b e if I c ould n ot k eep you

in t er ested !
N ow it is fr om thi s p oin t of vi ew th at I w or k f or you
,
.

I f I am m i st aken in my fir st assu m p t i on if y ou h av e n ot ,

h ad any gr amm ar or if y ou h ave for gott en i t or if y ou ,

wer e wh olly en gaged in ty i n g J an e D oe s an d Mary Roe s ’ ’

h ai r ribb on s t ogeth er whil e y our t each er was teachin g th e

-

gr am m ar lesson s—th en I m ust d ep en d on you t o g et a n ic e

-

si m pl e gr amm ar such as t h ey u se in th e g r ad es an d h av e it ,

h an dy to turn to Wh at y ou l earn f or your self is d ou b ly

.

y ou r s A.n d if y ou a r e g oi n g t o b e a succ ess i n an y b u si

n ess y ou m u st l ear n t o m as ter f or you r self th e tools an d

m achin es—in cludin g in t hi s c ase th e sim pl e fun d am en tal

th in gs f gr amm ar
p .
 PRE F A C E v

If I am mi
sta en k in th e c d
se on assu p i o
m t n —b u t th at is
imp ossib le .

4 I n p r ep ar in g y ou r l esson s I h av e foll owed n o h ar d

.

an d f ast r ul e as to th e ar r an g em en t N o teach er s ti cks

th r ough th ick an d th i n to a
‘
“ m eth od H e suit s hi s
.

m eth od t o th e m ateri al an d th e cl ass You will n otic e th at .

in som e c ases I h ave given ex er ci ses fi rst s h owi n g m an y ,

vi ews of th e form I w an t you to l earn—so th at b y t h e t ime

y o u h av e d o n e t h o s e y o u wi l l,
kn o w t h e r ul e I n ot h er .

c ases it seemed a savin g of ti m e an d en er gy to state th e rul e

or p r i n cipl e fi rst an d t h en sh ow it s ap p lic ati on Y ou don t
’
.

h ave t o memor iz e an d r em em b er th ese r ul es—exc ep t p er ,

h ap s t h ose f or sp ell in g : y ou h ave only t o g et th e c orr ect

,

f or m fix ed in y our h ead in y our ton gue in y our h an d

, , .

5 I n a f ew c ases i t seem ed n ec essary t o give exam pl es

.

of m i stak en u sage in or d er to cor rec t it On e w ould n ot .

d o t his if h e w ere t eachi n g y ou n g child ren B u t f or ex .

p e ri en ced s tud en t s s uch as th ose t h at will u se t his b ook I ,

h av e n o fear th at th ey will l earn th e wr on g form or th at ,

b y som e p sy ch ologic al p er vers i ty t h e w r on g form will st ick

in th ei r m i n ds an d th e r igh t on e f all aw ay B u t as a p r e .

ca ut i on I w oul d ask y ou n ever t o r ead th e wron g f orm

al oud an d n ev er t o w r i te it off
, .

6 I n addi t i on t o thi s b ook an d to th e p ossi b l e grammar

.
,

y ou will n ee d a dic t i o n ar y Y o u m ay b e
. so f or t un a te as t o
h av e acc ess to dic tion ar i es in a sch ool r oom or a li b rary -
,

b u t y ou sh oul d if p os si b l e h av e on e of y ou r own al w ay s
, ,

b esid e you wh en y ou w r i t e or study Th e di c t i on ary w or k .

in t hi s b ook is b ase d on Web ster s S ec on d ary S ch ool Di c

’

t ion ary ; th e li ttl e d esk an d p ock et v olu m e is t oo m eager in

its d et ail s t o b e of much v alu e Th er e is a li b er al educ at ion
.

in y ou r dic ti on ary I t w ould tak e an oth er v olume t o t ell

.

wh at I m yself h ave l earn ed—cur i ous i nter estin g b eaut i

, , , ,
vi PRE FAC E

f ul , h elpful hi t n —
gs fr om my
li ttl e dicti on ary in th e
p r oc ess of m ak in g this b ook .

7 Try t o kill as m any b ir ds as p oss i b l e wi t h ev ery st on e

. .

Wh en y ou study a sen ten c e given t o illustr ate ( let u s say )

a p ossess iv e l ear n al so th e sp elli n g of an y w or d you w ere
,

n ot su r e of b efor e ; r em ar k t h e pu n c t u at i on ; r ead it al oud

so as t o g et an e ar i m age of it ; w r i t e it o ff s o as t o g et a

moti on i m ag e of i t ; c on stru c t an ot h er like it ; g et ev er ything

ou t of it y ou can Thi s is wh at c on sti tu t es study and t his
.
,

is wh at c r eat es m em or y I w ould m od estly b oas t th at ev er y

.

c orr ect sen t en ce given in t h e b ook is on e th at you m ay easily

h av e use f or or th at will ser ve you as a m od el
, .

8 Th e t i tl e of t h e b ook w as ch os en af ter m uch d eli b er a

.

t i on an d c on sul t at i on an d m ean s p r eci sely wh at it say s

, .

Y ou will n ot ic e th at i t h as th r ee t er m s :
E ssen tia ls— I h ave tr i e d t o i n clu d e everythi n g t h at will
h elp to th e w r iti n g of clean cl ear eff e ct ive E n gli sh I t is
, , .

n ot a c om pl ete S p ell er g r amm ar c om p osi t i on or r h et or ic

, , , ,

b u t it t r i es t o give y ou th e p r ac t i cal u seful c or e of f ou r ,

su ch b ooks .

—
B u sin ess I t t r i es t o st ick cl ose t o wh at you n eed in
ac t u al c om m u n ic at i on s an d t r an sac ti on s i n v olvi n g every d ay .

aff ai r s an d th e b as i c matt ers of b us i n ess I t d oes n ot .

un d ertake t o teach li ter ar y com p osi ti on or c r itici sm th ough -

it t each es n othi n g th at w ould n ot b e v alu ab l e t o a li ter ary

s tud en t .I t si m ply st op s sh or t of th e li t er ary t rai n i n g ,

E n g lis h — I t d oes n ot un d er t ake to t each b usi n ess or a ,

b usin ess I t t r i es t o k eep as cl ose as p ossi bl e to its pu rp ose

.

-
th e pu r p ose of e quippi n g y ou t o exp r ess y ou r self in wh at
e v er b u si n ess y ou m ay g o i n t o I f you g o on t o b e c om e an
.

a dv er t i ser or a c omm er ci al c or r esp on d en t

,
or an exp ert ,

p r iv ate secr etary or a p r ofess i on al w r i ter on b u sin ess you

, ,

will h av e t o t ak e adv an c ed p r of ession al c our ses to e quip

'
 PRE FAC E vii
u lf f or th ese thin gs Bu t I ventur e t o say you will n ot
yo rse .

h ave to un learn th e thin gs you l earn in this b ook .

9 K eep thi s b ook on y ou r d esk or on you r h an di est

.

b ook sh elf an d turn t o it wh en ev er you f eel puzzled in y our

-

writ in g I t ough t t o serv e you as a sort of en cy clop edi a in

.

its own fi eld I h av e attem p ted t o arr an ge th e top ics in a

.

n at ur al se qu en c e ; b u t it is alm ost im p oss i b l e in such a

b ook to m ak e i t en ti r ely ev oluti on ar y You will h ave occ a .

si on to tu r n to t h e ch ap t er on pun c t u at i on to th e ch ap t er ,

on t h e for m al p ar ts of a l et ter et c b ef or e you c om e t o

i

.
, ,

th em m g om g r e gul ar ly th rough th e b ook S o m uch th e

b etter !Th e m or e you can use it as a r efer en c e b ook th e
.

m or e good y ou wil l g et ou t of it I sh oul d like t o t each .

it t o you m yself ; b u t sin c e t h at is i m p ossi b l e I m ust con ,

ten t m y self wi t h wi shin g y ou all su c c ess in m ast er i n g it ,

an d all succ ess in wh at ev er b u sin ess it m ay serv e y ou in .

Amon g t h e l ar ge n u mb er of b ook s c on sul ted I am esp e

cially i n d eb ted to
“ B i E gli h ”
u s n e ss Edw i nH b t L wi
s . n er er e s .

B i E gli h
u s n ess R n A B h lig
s .
”1
os e . u .

A Man u al f or W r i te r s .
”
Ma n l y and P ow e ll .

B i L ”
Dwy
“
Th e u s n es s et t e r . I on E . er .

A B gli sh G ra m m ar
i f S cot t an d B u ck
”

“
r e En . .

Th e P r act i ce of Typ ogr a ph y Th eod or e L ow D ev i n n e . .

Th e E ssen t i a l s of E n gli sh Com pos i t i on ”

J W Linn . . . .

A dver t i si n g a s a B u si ness Force Pau l T Ch eri n gt on

‘ ”
. . .

TH E AUTH OR .

JUL Y , 19 14 .

My th an k s Hea th f or perm i ss i on t o
“ 0
1
ar e du e to D Co . . .
,

a d apt t w o ex er ci s es f r om B u h l ig s B u s i n ess E n gli sh My t h an k s

” ’
.

a r e a l so du e t o S m a ll Ma yn a r d an d Co f or p e r m i ss i on t o u se s e ver a l
“ ,

pa ssa g es f rom B r an dei s s B u si n ess a Pr of es s i on

’ ”
.

.
 '
T AB L E OF C ON TE N T S

INTRODU C T I ON
C H APT E R PA GE

G RA M M A TIC AL CoRRE CTN Es s— INFLE C TI ON

G RA MM A TIC AL CoRRE CT N E ss—A G REE M E NT

G RA M M ATIC AL CO RRE C TNES S— G OVE RN M E N T

CO RRE C TNES S IN D IC TI ON

CO RRE C T A RRA NGE M E N T

V O C ABULARY

C LEARNE S S
E FFE C TIVE NESS
SP O KE N ENGLI S H
A . SPEA K I NG ENGLI S H
B . MA K I NG A SPE E C H
SPEL LI NG
P UN C TUA TI ON

B US I NES S CO M P O S I TI ON
A . BUS I NE S S L E TTE RS

B . MI S C ELLANE OU S BUS I NE SS D O CU M EN TS

AN D SO CIAL LE TTE RS

INDEX
 I NTROD U CTI ON

G ood En glish is E n gli sh th at is good purp ose

”

f or it s .

Th er e m ay b e p eopl e wh o u se w or ds f or t h e sak e Of t alkin g ;

“

b u t n ob ody li st ens t o t e h m — ,
so t h ei r l an gu age d oesn t
’

c oun t Most of u s sp eak an d w r i te f or th e sak e of p r odu c

.

i n g an effec t We w an t t o m ak e an id ea pl ai n t o an oth er
“

p er son ; we w an t t o p er su ad e an oth er p er son t o act ; w e

w an t to Sh ar e ou r pl easur e wi th an oth er ; we w an t t o sec u r e
sym p ath y wi th ou r Ow n j oy s an d sor r ows or wi th t h ose of

an oth er .

I f w e ar e w ise w e will a d ap t ou r l an gu age t o th e su b j ect

'

we ar e tal ki n g ab ou t an d t o th e p er son we ar e t al k in g t o
‘

Rar e an d p o et ic al w or ds w oul d b e ou t of pl ac e if y ou
wer e m er ely or d eri n g y ou r din n er— t h ey w ou ld n ot exp r ess
y ou r id ea s a n d y ou r c o c k w o u ld n o t u n d er st an d t h em .

Fin e w r i t i n g is as m uch ou t of pl ac e in ev ery d ay b u si n ess

as ar e fine cl ot h es in a b u si n ess Offic e
'

.
Q

Th er e is h ow ev er a pl ac e f or p oet ic al w or d s an d f or
, ,

fin e w r i t i n g jus t as t h er e is a pl ac e f or fin e cl oth es
, If
.

y ou ar e w r i t i n g an or at i on f or som e soul st i r r i n g occ a

-

sion y ou w an t th at ki n d of fin e an d n ob l e w or d s t h at m ak e

el oqu en c e ; if y ou ar e w r i t i n g a p oem y ou w an t th at ki n d

O f fin e an d d elic at e w or d s t h at m ak e b eau ty B u t wh en
'

y ou ar e w r i t i n g ab o u t t h e p r ac t ic al a ff a i r s o f lif e y ou n atu
r ally ch oose a s i m p l e di r ec t c on cl u siv e f or m of exp r essi on
, ,
.

Never th el ess th e sam e qu al i ti es un d er li e all ki n ds Of

,

ix
 I N TRO DUCTI O N

g ood w r itin g Th er e are onl y f our

. Of wh at we c all th e
qu aliti es of style They ar e th ese
.

Cor r ec tn ess
Cl earn ess
For ce
B eauty

Two of s —
t e e c orr ec tn ess
h cl earn ess—ar e n ec essary
an d

in al l sp eech c ou n ted g ood at al l Th ey ar e th e f oun d ati on

.

on which al l w r i t i n g an d sp eech m u st b e b u ilt O f c ou rse.

e veryb ody kn o ws th at a m an wh o vi ol ates ever y rul e an d

d efi es every acc ep t ed usage may m ake hims elf u n derstood .

B u t h e is su r e t o m eet h is W ater l oo A s h e g oes on i n to

.

b etter pl ac es an d mor e c omplex a fiair s t h er e will su rely

c om e a t inie wh en h e will n ot b e un derst ood An d at wh at .

a c ost d oes h e c on duc t h is aff ai rs if h e is ign or an t of or

din ary g ood u sage !Wh at hu m ili at ion h e feels wh en h e

r ealiz es t h at h e c an t m ak e h is m ean i n g cl ear !
’

An d th e f ailu r e t o exp r ess on eself cle ar ly an d c or r ec tl y

h as a p r ac tic al sid e L ook at th e i n n u m er ab l e t r oub l esom e
.

an d di sast r ous l aw sui ts t h at c om e i n to ou r c ou r ts on ac

-

c oun t Of th e d oub le m ean in g p ossibl e to som e wor d or

ph r ase in a b usi n ess d ocum en t A b us in ess m an wh o was
.

goin g t o Lon d on on a m ost im p ort an t m i ssi on f or h is firm

ar ran ge d t o st ar t f r om his c ou n t ry h om e n e ar a sm all t own .

“
He was to t ak e an aft er n oon tr ai n which was giv en in t h e
r ail r oad s f old er wi th a footn ot e :
“ Mak es r egul ar stop on
’

” ”
S u n d ay
. H e i n terp r et ed r egul ar stop to m ean th at
it stopp e d ev er y day Wh en h e w en t to t ak e t hi s t r ain on
.

Mon d ay h e foun d t h at it st opp ed at h is st at i on on ly on

,

S u n d ay. H e m i ssed h is b oat at New Y or k h e l ost h is ,

b u si n ess ch an c e in L on d on Th at amb i guou s w or d c ost h is

.

fir m m an y th ou san ds of d oll ars—in d eed it m ay h av e al tere d

th e wh ol e cour se of th e fir m s hist or y
’
.
 I N TRO DUCTI O N

Y es, i t is un d oubt edly tr u e th at th e wr iter wh o m akes n o

mi st ak es in gr amm ar or dic t i on an d wh ose m ean in g is u n
,

m ist ak ab le h as th e tw o qu alific at i on s th at do m ost f or h im

as a b u s i n es s w r i t er or s p ea k e r A
. v as t v olu m e of bus i
n ess E n glis h n eed s ju st t h e qu ali t i es of c or r e c tn ess an d

cl earn ess— an d n eeds n othin g m ore .

B u t th er e ar e ci r c u mst an c es un der which y ou w an t t o

add t o t h e t w o b asic qu ali t i es t h e qu ali ty of f or c e .Y ou
wan t t o m ake your st at em en t str on g as well as cl ear an d ,

c or r e ct ; you w an t em ph asis ; y ou wan t t o st r ike atten t i on

so h ar d as t o h old it ; y ou w an t t o p e r su ad e t h e p ers on y ou

ar e t a lki n g —
t o t o c on vi n c e h im fi rst an d t h en p ers u ad e
,

h im t o act This qu ali ty of sty l e is v ery i m p or t an t in b u si

.

n ess E n gli sh . For c e is an oth er w or d f or effect iv en ess an d

f or em p h asi s I t d oes n ot di ff er in ki n d fr om f or c e or eff ec t
.

iv en ess in li ter ar y w r i t i n g . I t is on ly app l i e d t o a di ff er en t

kin d of sub j ec t an d add r essed to a differ en t audien c e .

B u si n ess E n gli sh d oes n ot m ak e so m uch of t h e qu ali ty

of b eau ty as li t er ar y w r i t i n g d oes We do n ot n eglec t it
.
,

b u t w e feel th at b u si n ess wr i t in g h as its own ki n d of b eau ty .

I f it is c or r ec t cl ear an d f or c eful w e f eel th at this un i on

, , ,

of qu ali ti es c on st i tu t es its b e au ty We do n ot try f or dec

.

or at iv e w or ds f or m u sic al p h r as es or f or b eau t iful i m ag es

, , ,

un l ess th ey ser ve ou r p r ac tic al n eeds Of th e four qu al .

i ti es Of styl e w e mak e l eas t of th e qu ali ty of b eauty

, .

Wh at ever kin d of wr it in g y ou ar e goin g t o do y ou n eed ,

t o l ear n h ow t o secu r e th ese qu ali t i es I f y ou g o at on c e

.

in t o b u sin ess th e t i m e m ay com e wh en you will b e an au th or

,

ity in y ou r li n e an d w ill b e wr i t i n g ar t icl es an d b ooks t h at

m u st g o ou t an d b e j u dged j u st as all w r i ti n g is judg ed .

An d if y ou g o to c ol l eg e y ou will fin d t h at wh at y ou h ave
l earn ed ab out these st an d ar d an d acc ep ted qu alit ies of styl e
puts you i mm edi at ely in to lin e an d p er h ap s saves you a
,

good year of t ime in En gli sh .

xii
I NTRODUC T I ON

We sh ould j c t t h at
re e win g vi ew th at ther e is an
n ar r o
”
a c ad emic or l ear n e d c or r e c t n ess or cl ear n ess di ffer en t

fr om p r ac tic al c or r ec tn ess or clearn ess Th is V iew is t h e .

fr ui t of ign or an c e or p r ejudic e Ther e is on ly on e kin d

.

O f ei th er qu ali ty .Th e app ar en t difi er en ce is a difier en ce

in t h e su b j ec t s tr eat ed or a difier en ce in t h e p erson s ex
.
“
p r ess in g th em selv es Wh en I s ay Th e sages ar e n o m or e ,
”
i n fallib l e t h an th e sain ts ar e im p ecc ab le I am qui te as
“
c orr ec t as wh en I say Th e p ap er b ox es ar e cru sh ab l e an d
,
,

”
t h e gl ass j ar s ar e b r eak ab l e ; b u t I am n o m or e so If .

on e of t h e sen t en c es sou n d s m or e f or m al i t is b ec au se t h e ,

t h ou gh t is n ot f am ili ar an d n ot p r ac t ic al
b e p riggis h an d ped an t i c ; I can say
“
Of c ou r se I can
Th e r e c ep t acl es of
,
;

p ap er ar e n o m or e i m p er i sh ab l e th an th ose con str u c ted of

”
gl ass ar e i n d estr uct ib le ; b u t I sh ou ld on l y b e ab su r d
n ot i n c orr ect . E sp e ci all y I should n ot b e
“ac ad em ic ally

c or r ect Th er e is n ot a t each er in an y sch ool— ev en in a

.

c oll ege—wh o w ou ld n ot h oot at such a sen t en c e

. .

Two f ac ts m ak e all t h e diff er en c es th er e ar e b et w ee n

li ter ary w r it in g an d b u si n ess w r it i n g : B usin ess w r i t in g
d eal s wi th ob j ects an d f ac ts an d aims at a p r ac tic al r esu lt
, .

L i t er ar y w r i ti n g d eal s wi t h em oti on s an d id eas an d ai m s ,

at ar t i st i c r esul ts Th e di ff er en c es b etw een th em do n ot

.

aff e c t c orr e c t n ess cl e ar n ess an d f or c e

, ,
On l y a k n owl edge
.

of t h ese qu ali t i es an d of t h e m ean s of secu r i n g t h em will ,

m ake you safe an d fir m in an y ki n d of w r i t i n g

II

We b egin ur ally an d l ogic ally wit h c orr ectn ess Th er e

n at .

ar e t h r ee as p e c ts of c or r ec tn ess t h at we m u st study

1 Cor r ec t n ess in gr am m ar ;
.

8 Cor r e ctn ess in th e ch oic e of w or ds ;

.

3 Corr ec tn ess in th e ar r an g em en t of w or d s
.
.

We sh all b egin wi th g r am m atical cor r ectn ess be c ause

,
‘

,
 I NTRO DUCT I ON xiii ,

t his w ill do m or e th an either of th e oth ers to pu t in or d er

t h e E n gli sh we alr eady h av e .

I f y ou w ere a m er ch an t an d h ad r eason t o t hi n k t h at ,

t h er e w as Som et hi n g w r on g wi th y ou r b u sin ess you m igh t ,

cal l in an effici en c m an t o h elp y ou p u t it on a b etter f oot

’

in g . A n d t h e fi r st thi n g h e w ould d o would b e t o ex am i n e

y o u r b u s i n es s ju st as i t st an d s H e w ould l oo k ov er y ou r
.

s t ock an d ex am in e y ou r b ooks ; h e w ould sh ow y ou wh at

g oo d s w e r e u n s al a b l e an d d ead ; h e w oul d sh ow y ou t h e m is
tak es in you r b ook s A fter th at h e w ould advise you ab out
.

b u y in g a n ew stock an d ad op ti n g a n ew m eth od of keepi n g

W
u b k B if w
“ l w uld k
‘ ’
y o r o o s u.t y ou er e a e r t y ou o a s h y a t
ev er y st ep of th e p r oc ess Wh y c an t I sell th ese c oll ar s
“
’
.
,
”
t hese su sp en d ers t h ese gl ov es ? ,
An d if h e said W ell , ,

p eopl e w h o kn ow don t u se th em an y m or e ; t h ey ar e m ade

,
’

of ch eap an d p er i sh ab l e m at er i al ; t h ey ar e m ad e on a p oor

h d vic g n e ou t b ec au se th e p r in cipl e w as
p a t en t ; t at e e h as o
“
wr on g you would ask Wh at is t h e r igh t p r in cipl e ?
”
, ,

Wh at ar e th e kn own r ul es of ch oic e ? I mu st kn ow th ese ,

”
so t h at I sh all m ak e n o m or e accid en t al m i st ak es .

I t seem s wi se wh en y ou d esi r e t o i mp r ov e y ou r l an gu ag e
t o b e gi n wi th an ex am i n ati on an d r earr an gem en t if n eces ,

s ary ,
o f t h e s u ppl y y o u h a v e o n h an d— y ou h ave a l ar g e
sto ck — an d fin d ou t wh at if an y thi n g is w r on g wi th it
, , .

D o y ou say
” ”
He i t wh en y Ou m ean He isn t ;
“
’ ’
a n
”
S h e d on t wh en y ou m ean Sh e d oesn t
’ ” ’
,
”
I t d on t m ak e n o di ffer en c e wh en y ou m e an I t m ak es
’

“
no difier en ce
It
’
s me
”
y ou m e an w
;
h en
It s I
’

will ”
wh p li
qui
I b e sorry t o see y ou g o
“
en m er e o t en ess r e

ll
“
”
r es y ou t o say I sh a b e sor ry t o see y ou g o ;
”
h l
H e s al t a e th e m e k dici wh h v igh
s ay on
“
ly H
ne

e
en y ou

wil l
a e a r

ta ke th e
t to
m edici n e ;
”
xiv I NTROD UCT I ON

Ididn t ob j ect t o h im h elpin g wh en you m ean I

’

di dn t ob j ec t t o h is h elpin g
’

N ow wh en y ou r ead t h e f or eg oi n g p ar agr aph y ou can at

on c e an d fi n ally c orr ect t h ese p ar t ic u l ar m i st ak es ; b u t t h er e
, ,

ar e m an y m or e p ossi b ilit i es of e r r or in t h e cl asses f r om

S o y ou ask at on c e
“
which th ese are tak en an d m an y mor e cl asses of err or s
,

H ow can I av oid n ot on ly t h ese

, ,
.

m i st ak es b u t t h ose of th e sam e k in d ? Wh at ar e th e r ul es
,

or p r i n ci p l es ?

Th i s t ak es y ou at on c e in t o g r amm ar I t i s a v ery.

su r p r i si n g th i n g th at m an y p eopl e c on sid er gr amm ar a

d u ll an d di ffit s u b j ec t Th ey c on sid er it dull ei th er

.
,

b ec au se th ey h ad p oor t eachi n g wh en t h ey studi e d it or ,

b ec ause th ey h ad n o livin g p r ac t ic al in t er est in it an d so

, ,

n o m ot ive f or l ear n i n g it I f t h ey sh ould t ak e it up ag ai n

.

when th ey h ad im m edi at e u se f or it wh en t h ey c ould ,

apply it at on c e in t h e i r aff ai r s or in t h e i r p r ep ar at i on f or
,

b usi n ess t h ey w ould fin d it livi n g an d f ar fr om dull

, .

Th ose wh o c on sid er e d it difficu l t p r ob ab ly foun d it so

b ec au se th ey w er e led i n t o som e of th e logic al an d ab st rac t
sid es O f th e sub j e c t G r am m ar is lik e all t h e ot h er sci en c es
.

-
it h as sim pl e p r ac t ic al st ages or sides an d it h as adv an c ed
,

an d th e or e t ic al sid es You kn ow th at wh en y ou st u dy elec

.

t r icity y ou can t ak e it up on a sc al e th at will c ost y ou a

lifeti m e of study in a m illi on doll ar l ab or atory B u t y ou
-
.

kn ow too th at th er e ar e asp ects of it th at you can m aster

, ,

in a f ew m on th s 111 an or di n ar ily w ell e quipp ed sh op th at -

will m ak e y ou a good p r ac t ic al el ec tr ici an .

G r am m ar t oo h a
,
s i
,
t s s i m pl e p r a c t ic al s id es— th ose sid es
th at c on c er n c orr e c t n ess of sp ee ch— ac tu al p r ac t ic al sp eak ,

in g th e pl ai n est an d m ost ev er y d ay w r i ti n g
,
I t i s n o diffi .

cul t t ask to l ear n th ese f ew i m p ortan t p r in cipl es an d so ,

safe gu ar d ou r selv es wh er e m i st ak es are lik ely t o occu r We .

ar e n ot t r y in g to m aster th e wh ol e s ci en c e of gr amm ar .
 C HAP TE R I

G R AMMAT IC A L C ORRE C TNESS

I N FLE CTI ON

I n fl ection is th e w or d u sed to n am e th ose ch an ges of form

t h at w or ds u n d er g o to exp r ess som e ch an g e of m ean i n g or ,

to sh ow t h ei r u ses in th e sen t en c e or th ei r r el ati on t o ot h er

wor ds Th e p ar ts of sp eech t h at sh ow infl ec ti on are n oun s
.
,

p ron oun s adj ec tives adver b s an d verb s

, , , .

1 Th e infl ect i on of nouns and prono

. uns —Th e ar

r an gem en t of n oun s an d p r on ou n s t o sh ow th ei r i n fle c t i on

is c all ed d e cl ens i on I t sh ows wh at ever ch an ges of f orm

.

t h ey u n d er g o t o i n dic at e t h e two n umb er s s i n gul ar an d ,

plu ral ; an d th e th r ee c as es n om i n ative p ossessive an d ob

, , ,

j e ct iv e Th .e f oll owi n g ar e t y pic al d e cl en si on s:

N O UN
S i n g u l ar

b
L W
“7 in e W -N om . b oy
b oy s
’

O
“ jb . b oy
PE R O S N AL PRO N OU N S
I
my
me
h e, sh e, it
h i s, h er , i t s
1 1
) hi m , h er, i t
REL ATI VE PRON OU N

N am . wh o
wh ose

C t r ) wh om
I
 When y ou l ook at th ese w or ds y ou see th at th e n oun h as
on ly tw o ch a g es or i
n n fl ect i on s—on e f or th e p os sessiv e c as e

an d on e f or th e plu r al n u m b er .

Th ese th en ar e th e t r ou b l esom e p oi n t s an d it is at t h es e
, , ,

p oi n ts th at w e fin d m i stak es c ommon ly m ade .

1 . Th e P ossessiv e Case

EXE RCI S E 1
St udy th e p ossessive for m s in th e foll owi n g c
sen t en es .

Mak e a n ew sen t en c e c on t a in i n g e a ch of th em

H Th e b oy ’
qu i ckl y ch an ged
s f ace .

b oys f aces were b r own w i t h t an

’
N Th e .

W Th e s ecret ary s r ep or t w a s appr ov e d

’
.

Q Th e s ecr et a ri es
’
r ep or t s are al l on fil e .

Th i s is l l y n eat
C
’
O s tu den t 8 p ap er scru pu ou s .

Th ese s tu de n ts car el essl y don e

’
Q p ap er s a r e .

S A ma n ’
s ov ercoat w as l e f t i n th e car .

W Th ose men ’
v
s o ercoat s w er e l d b el ow
so cost .
o
t I f ou n d a p a r of i woman
’
s gl oves .

1 0 Th e . st oc k of women
’
s gl ov es i s l ow .

11 . Mr A dams
.
’
s a d dr ess h as b ee n l ost .

12 . Y ou r wat ch h as l ost i ts secon d h an d .

13 . Th e ch au ff eu r kill ed h is en gi n e .

14 . Th e m i st ak e was h ers .

15 . Th e I esp ons —b u t th e credi t was

i b ili ty w as t h eir s
16 . Th e w om an wh os e gl ov es you f ou n d i s h er e .

17 . Th e E mp eror of G er ma ny s vi sit t o E n gl an d w as t i m el y ’
.

Th e A merica n N a ti ona l A dvert is i ng A ssoci a tio n s m eet in g k

’
18 . t oo
l a
p ce i n Ch i cag o .

19 . E ar l a n d Wi lson s coll ars are st an dar d ’

.

20 . My son in l a w s p l an s ar e n ot ann ou n ced

- -
’
.

21 . I h av e t ak en s omeb ody e ls e 3 h at ’
.

Wh en you study th e for egoi n g ex er ci se you will g ath er

th ese fac ts :

1 A ll n oun s in t h e si n gul ar form t h e p ossessive c ase

.

b y addi n g t h e ap os t r Op h e an d s : b oy s ma n s
’ ’
, .

2 Al l n oun s t h at h ave added an s or an es to form

.
 IN FL E CTI O N 3

th ei r plural add on ly th e ap ostr oph e to for m th e plu r al

p ossessive : secr etaries s tu den ts ’
,
’
.

3 A ll n ou n s th at f or m th ei r plu r al i n som e oth er w ay

.

a dd t h e ap ost r oph e an d 3 : m e n s wo me n s
’ ’
.
,

4 P r on ou n s do n ot use an ap os t roph e in an y p oss essiv e

.

h is, i_
t_
s, h ers,
t h e i r s .

NOTE —A sp ec a i l w arn in g is n ee de d h er e f or i ts . You will some

i
t m es s ee th e f or m i t ’
s . B u t it i s a con t r act on i f or i t is , n e er v r
p po er ly
t h e p ossess ive .

5 . Wh en ”
th e n ou n is a c om p oun d or c on sists of a group
of w or ds add ,
th e ap ostr Op h e an d s at th e en d of th e
gr oup son in : - -
law
’
s, E mp eror o f G er man y
’
s, E ar l an d

Wi ls on ’
s .

Wh en un
l ar ge gr oup of w or d s it is b etter n ot
t o form
th e
th e p ossessiv e wi th 3
no
“ is a

Wr i t e th e m eetin g of .

”
th e A m er ic an N at i on al A dvert isi n g A ss oci ation .

EXE RCI SE 2

Wr ite sen t en ces c on tai n in g th e p ossessives sin gul ar an d ,

plur al of th e foll owi n g n ou n s Take p ain s t o wr i te a good

,
.

p ost m an t h e m ayor of N ew or Y k
i
n om n ee h er o th e Gv
o e rn or - en er a of G l Can ada
sol di er ch il d
b
an y ody an y b o dy e se l th ey
Th e S oci et y f or t h e P r ev en t i on of Cru el ty t o A im l
n a s

Th e p ossessive wi th th e v er b al n ou n is a w eak p oin t wi th

m an y fai r ly good w r i ters A v er b al n ou n is th e n am e of an .

a ct i on ; h er e ar e s om e

S eei ng i s b elievi ng .

Tea ch i ng i s an i n t er e st i n g p r o f ess i on
’

—th ese
.

H ea rin g , s eei ng , f eeli ng , sme l li n g , t as ti ng a re th e act ivi t i es

of ou r sen ses .
4 E S SE N TI AL S OF B US I N E S S E N GL I S H

Wh en th e no un p r on oun n ami n g th e p er son ac tin g is

or

u sed wi th on e of th ese v er b al n ou n s i t is p u t in t h e p os,

'

s ess iv e as,

1 . Th e h ou se w as ol d, b u t w e di d n ot th in k of i ts b u rn ni g .

2 . I do n ot O bj e ct l i g you
t o O lson
’
she p n .

a r e p er f ect l y sat i sfi i M r P au l s teach i n g

3 Th ey
“
ed w th
’
. . .

4 . I di d n ot kn ow of you r sa ili n g on t h e A r ab i c ”
.

5 . You r doi n g an yt h i n g so f ooli sh n ev er occu rre d t o m e .

EXE RCI SE 3
Cor rec t th e foll owin g
fi

i
- D oes anyon e o ec o h im h el p i n g m e ?
bj t t
w Th ey i n si st on ev er y stu den t doin g al l th e w ork .

w H av en t you h ear d of h i m g oin g ar ou n d t h e w or l d ?

’

h We ar e i n t er est ed in h im i n sp e ct i n g Ch i n ese sch ool s

i
- .

n
g We did n ot dr eam of h im f a ili n g in exam i n at i on .

o
c H ave you n ot h ear d of h im b i g kill
e n ed in an a ir - sh ip a cc i den t ?
N Th e P lu r al of N ou ns
Th er e ar e a f ew pi t falls in thi s i n fl ec tion th at w e m u st
l ook ou t f or
EXE RCI SE 4
S t udy th e foll owin g li st of w or ds Con str uct . sen t en es c
u sin g al l th e s ec on d w or d s in th e p ai r s

b ill— b ill s f oot—f eet

ch eck—ch eck s t ooth te eth
-

h an d— h an ds m an — m en
h e ad —
h ea ds datu m—dat a
sh eet —sh eet s p h en om en on —p h en om en a

a ddr ess
— a ddr e ss es ra di u s— r adii

bo x— b oxes al u m n u s
— al u mn i

fish —fish es f orget m e not —f or g et me n ot s

- - - -

wif e—wiv es sp oon f u l — S p oon f u l s

sh elf —sh elv e s son -

i n -
l aw — son s in -
Iaw
-

—
l a dy l adi es h an g er -on- h an g e s on
r -

—
b ab y b ab i es by s t an der —b y s t an der s

p o t at o— pot at oes r. —
M B ru ce Messr s B ru ce .

h
’
e r o— h er oes Mi ss Lewi s—Mi sses Lew is
 I N FL E C TION 5

A st udy of thi s li st will Sh ow t h e followin g u sages in

plu r als :

1 . gular way to form a plur al in E n glish is to add

Th e re

an s t o t h e si n g ul ar b ill —b il ls ch eck— ch eck s

: ,
.

2 I f 3 al on e will n ot un i te wi th t h e l ast soun d Of t h e

.

si n gul ar es is add e d ,
b ox—b oxes fis h —fish es : ,
.

3 A f ew n ou n s en di n g in th e soun d of f ch an g e t h e
.

f i n t o v b e f or e t h e plu r al in fl ec t i on es : wif e— wi v es s h elf -

,

sh el v es S om e such n oun s for m a r egul ar plu r al

. .

4 N oun s en di n g in y wi th a c on son an t just b efor e it

.

ch an ge th e y in to i b efor e th e es : lady ladi es — -

,

b a b y— b a b i es .

5 . A f ew u
n o ns t h at en d in 0 add an e b e for e th e
-
s : h er o—h er oes, p ota to— p ota toes . S Om e s uch n oun s

form ul ar plur al
a r eg .

6 A f ew ol d E n gli sh n oun s seem qui te i r r egul ar b ec au se

.

t h ey k eep th e plur als th ey h ad b ef or e th e l an gu age ad op t e d

th e r ul e of th e s : man— m en tooth — teeth foot— f eet
-
, ,
.

7 S om e w or d s th at h av e c om e i n t o E n gli sh from ot h er
.

l an guages keep t h e plur als th ey h av e in th os e l an gu ag es

da tu m—da ta al u mn us —al u m ni p h en om en on —p h en om ena
, , ,

8 . c ase of c om p oun d n oun s wh en th e c om p oun d is

I n th e ,

so fam ili ar t h at t h e p ar t s ar e n ot t h ough t of sep ar at ely t h e ,

-s is add ed t o t h e wh ol e c om p oun d : f org et m e n ot — f or - -

g e t me n
-
ots s p
-
oon fu l — s,p oon fu l s ; wh en on e of t h e p art s i s

m or e i m p ortan t t h an th e oth ers add th e s t o th e i m p or ,

-

t an t p art : sons in la w b y stan de rs h an g ers on

’

- - - -
, , .

9 Com p ou n d n ou n s mad e Up of a t i tl e an d a su rn am e
.

gen erally give th e plur al t o th e titl e : th e Messrs B r u ce .

,

th e Misses L ewi s .

EXE RCI SE 5
Wri te ou t th e plur al s of all th e n oun s giv en b elow You r .

dic tion ary will giv e you th e f orm of ev ery plural th at is not
6 E S SE NTI AL S OF BU S I NE SS E N GL I S H

re gu l ar . For x am p l e un der tom a to you will fin d th e n ot e

e ,

— pl .
-
toes . Con sul t y our dic t i on ary wh en ev er y ou ar e n ot
quit e c er tain .

desk woman
chai r
w av e
sash

d ish
t ax
t ar i fi
l oa f
t hi e f
gr i e f
b eli e f
2 . Th e inflect oni and adv er b s — Th e
ch an ges of for m t h at th ese w or d s un der go is c al l ed c om
p ar ison Th ese ch an ges sh ow t h e r el ativ e d egr ee or m easu r e
.

of t h e qu ali ty th e w or d exp r ess es Com p ar i son i n dic at es .

th r ee g r ad es

P osi ti ve Su p er la tiv e
grea t great er gr eat est
car e f ul m or e car f ul m ost f
c ar e ul
e
l at e l at er l at est
e ff e ct iv e m or e e ff e ct ive m ost e ff ect ive
f ast f ast er f ast est
sl ow l y more l
s ow ly m ost sl owl y
e ff ec t iv el y m or e eff ect iv el y m ost eff ect ively

Thi s h ow s you th e r eg ul ar comp ar ison which is th e sam e

s ,

f or adj ec ti v es an d adv er b s To wor ds of on e syll ab le add

.
‘

-
er , -
es t To most w or d s of mor e t h an on e sy ll ab l e p r efix
.

mor e, most .

S om e adj ec t iv es an d a dverbs ar e i r regul ar .

For ex am pl e
good
ill
b ad
8 E S S E N TI AL S OF B US I NE SS E N GL I S H

Y ou see t h atup er l ativ e wh en

y ou use th e s you in clude
th e wh ol e cl ass b y u si n g t h e w or d all .

EXERCI S E 6

S tudy th e foll owin g sen ten ces n oti n g th e c om p ar at ives ,

an d sup er l at iv es Th ey ar e all corr ec t Read each s en ten c e

. .

al oud .

1 T x . th l g t t t i th U i
e as I s e ar es s a e n e n on .

m T x i l g th e as y th
s t t i th U i
ar er an a n o er s a e n e n on .

o
c Tex a s i s l ar ger t h an an y N ew E n gl a n d st a t e .

s
u Of al l th e St ates in th e U i n on Te x as i s th e l arg est .

T h e P ost i s th e most t r u stw ort h y of th e ev en i n g p ap er s

n
g .

a
c Of al l th e e ven i n g a
p p e r s t h e P ost i s t h e m ost t r u stw or th y .

q Th e P ost i s m or e t r u st w ort h y t h a n a n y ot h er e v en i n g p a p er .

Th e P ost is m ore t r u st wor th y t h an t h e m orn in g p ap er s

o
o .

9 Of th e t w o p ap ers t h e P ost i s t h e m or t ru st w or th y
.
e .

1 0 O f t h e t h r ee af t ern oon p ap er s t h e P ost i s t h e m ost t r u stw or t h y

. .

11 . J am es is l
s ow er t h an an y ot h e r of th e b oys .

12 . J am es i s th e l
s ow est b oy in sch oo l .

13 . As b et ween J G
ge J am es i s t h e sl ower
am es an d e or ,
.

14 . O ur man ag er i s th e m ost p at i en t p er son in t h e offi ce .

15 . Ou r m an ag er i s more p at i en t th an an y on e el se in t h e office .

16 . Your l ar gest asset i s you r f a ith in th e importan ce of you r b u si

n ess .

17 . Of al l you r asset s f aith in t h e i m p ort an ce of you r b i u s n e ss is th e

l arg est .

18 . F i th
a in t h e i m por tan ce of you r b i u s n es s is l a r g er t h an an y

oth er asset y ou h a ve .

EXERCI SE 7

Wr i te ofi th e foll owi n g sen ten es, c choosin g th e c orr ec t

form in ea ch c ase :

Wh ich i s th e old er —ol st, J oh n J am es ?

1
de or

e—
.

2 Wh i ch i s
. t h e mor m t exp e ive
os ns ,
a W ater man or a S w an
f ou nt a i n p en ?
%
-

3 Of t h e th ree app li can t s Ol son , B ru ce, an d L ewi s, th e p _

—more
.
,
/

f or mer i s th esmo st p m i si n g
ro ,
 IN F L E C TIO N 9

y
li can t s O l son B — f or mer i s t h e
K—
. O f th e t wo ap p ,
an d r u ce
, th e firs t

n re m os t p rom i s m g
fi
.

5 . Of th e t w o p o i son s ,
i
ar sen c an d cyan i de , wh i ch i s t h e ”( f e

m os t dea dly ?
th e p ois on s, i i i de i ch
F
6 Of r ea a r se n c, s t r ych n n e, an d cyan wh
—
.
,

a ct s m or e m s t qu i ckly ?
7 . O f two vil s
e ,
ch oos e t h e le less .

8 . O l son i s t h e old er w
old es t of t e t h r ee a pp li can t s .

9 . M i ss L wie s i s th e e l de r — e ld s t of f am ily of
a fiv e .

10 I s . er e an y di fi er en ce in you r h an ds ? Wh i ch h an d l es t h e p en
mor e—m os t s kilf u ll y?
11 . Of al l t h e m a ch i n es we ha ve tr i ed ,
t h e Roya l w or ks m os t— ine r s d

i f
s at s a ct or ily
V
.

12 . O f t h e m an y p l a ces op e 0 ou
y , ch oos e th e mor e—m os t h on or
a bl e r a t h er t h an t h e m or e st l u cr at iv e .

13 . A s t h ere a r e on ly tw o th e pr
con te st an t s, iz e m u st g o t o t h e on e

or th e ot h er . Ch oose th e wort h i er— w ort h i es t .

14 . O f t h e t h r ee f act o i n t h e p r odu ct i on of w ea th ,l l an d l ab or
, ,

t oo ls ,
wh ich is mor e—m o t i mp ort an t ?

4 . Th er e j c tives an d adver b s th at can n ot b e

ar e som e ad e

c om p ar ed b ec au se in th eir fir st for m th ey exp r ess ab solut e

,

qu ality For ex am ple if a t hin g is emp ty it c an n ot b e

'
-
.
, ,

m or e emp ty if p erfe ct i t c an n ot b e m or e p erfect if sq uar e

, , , ,

it can n ot b e m or e s q u ar e t h ough y ou m ay e xp r ess a sh ade ,

of m ean i n g b y say i n g m or e n ear l y p er f ect or m or e n ear ly ,

s q ua r e .

Th efollowi n g ar e oth er adj ec tives an d a dver b s t h at can

n ot b e c om p ar ed

b l t ly a so u e

con c u sl ive
dea d
e t ern a l
f au l t l ess
f u ll
i mp ossi b l e
p er f ect
r
p po er
10 E SSE NT I AL S OF BU S I N E S S E N GL I S H

EXERCI SE 8
E v er y on e of h ese sen t en c es c on tain s on e or
t m or e e rr or s .

Corr e c t t h em . I f an y of t h em can b e co ete d in t wo

w ays give b oth .

1 . Th e u se of th e t e l eph on e is b ecom i n g more u n iversal every day .

2 . Mexi co s e em s t o h av e th e m ost u n st ab l gov ern m en t of an y

m odern st a t e .

3 . Th e B lkaa n war w as m gre a b l

so u t e ly marb ar i c t h an an y w ar of

m odern t i m es .

4 . If he w an t s a r ecomm en dat on i f rom u s, he must st eer a

st ra igh t e r cou r se t h an h e h as don e hi th ert o

_ (
.

5 . Of al l ot h er c it i es L on don i s th e l a r g e st ,
an d b y f ar th e m ost
i n t erest i n g o f an y.

6 . Of filin g syst em s on th e m arket t h i s i s t h e m ost Aperf ect

al l th e .

7 A m or e ab sol u tel y wort hl ess p i ece of pr op er ty I do n ot kg ow ~

. .

8 T h e N or th W est er n t r a i n s give t h e b est ser vi ce of an y t o S an

.

Fr anci sco .

9 To call on th e pr op r i et or w as
.

1 0 O f t h e tw o r ep or t s I con s i der Ol son s ’

.

1 1 We h av e i n t h i s b ook t h e com pl ete st su mm ary yet given of t h e

.

ar gu m en t s in f av or of s oci al i sm .

3 . Th e i nfl ecti on gem en t of th e
of verb s —Th e arr an

v er b t o Sh ow t h e ch an ges it mak es to exp r ess ch an ges of

m ean in g an d it s r el at i on t o oth er w or ds is c all ed c on juga ,

t i on .

I t is r ath er an el abor at e thi n g b ecau se a v er b ch an g es t o

S h ow : ( 1 ) th e t i m e of th e a c t i on — p r esen t p as t or fu tu re ; , ,

thi s ch an ge i s c all ed t en se ; ( 2 ) t h e in flu en c e of i ts su b
j e c t— a v er b h as p er son an d n u m b er ; ( 3 ) th e c ert ai n ty or
un c er t ain ty d efin iten ess or v agu en ess of an ac tion ; this
,

ch an ge i s c all ed m ood .

1 I
. n or d er t o di scuss 1
in t elligen tly th e mist akes we ar e
li ab l e t o in this in fl ec t i on w e will study th e p ar ti al c on jug a
,

t i on of t h e t wo typic al v er b s s e e an d lear n .

li m i t ed t o on e m ood—th e in di cat ive

.

I Th e di scu ssi on is . Uses

of th e E n gli sh su b j u n ct iv e l i e ou t si de t h e scop e of t h is b ook .
 I N EL E CTI O N
11

S NT
PRE E TEN SE

PA S T TE N SE

FUTURE TE N E S
I ll see
sh a we sh a ll see
you w ill see
h e w ill see th ey w ill see
I sha ll l earn w e sh all l earn
you will l earn you w i l l l earn
h e w ill l earn t h ey w ill l earn

PRE EN -
S
T PERFE CT TE N SE
I h av e se en we h av e seen

you h ave seen you h av e seen

h e h as s een t h ey h av e se en
I h a ve l ea rn ed we h a ve l ea rn ed
y ou h a v e l ea r n ed you h av e l earn ed
h e h as l earn e d t h ey h av e l earn ed

PAS T-PERFE CT TE N S E

FUTURE -PERFE CT TE N E S
I sh al l h av e seen

et c
.

I f you st udy thi s p art i al c on jugat ion c ar efully y ou will

see t h at th e ver b s ee app ears in th r ee for ms : s ee i n t h e
’
12 E S SE N TI AL S OF B US I N E S S E N GL I S H

p r esen t ten se , s aw in t h e p ast ,

an d s een u se d with auxili ary
ver b s to form p er f ect ten ses
th e .

L ear n h as on ly t w o sep ar at e f or m s— l earn f or th e p r esen t

t en se an d lear n ed f or th e p ast an d i t u s es th e s am e for m
, ,

l ear n ed to form t h e p er fe c t t en ses

,
Th ese th r ee f or m s ar e
.

th e p r esen t th e p ast an d th e p ast p art i cipl e ; t h ey ar e

, ,

c all ed th e p r in cip al p ar ts of th e ver b ; an d it is in th e u se of

th ese th r ee f or m s t h at m ost m i st ak es in th e v er b occu r .

Th er e ar e t wo cl asses of v er b s divid e d a cc or di n g t o th e
,

way in which t h ey f or m th ese p r i n cip al p ar ts

a) Th e r eg l ar v er b c all e d b y s om e gr am m ar i an s th e
u “
,

weak v er b b ec au se it a dds an ou tsid e en di n g to f or m i ts

p r in cip al p ar ts S uch ar e
.

P r es en t P as t P ar tici p le
l earn l earn e d
w alk walk e d

Pl ay l
p ye d
a

sa il sa il e d

h el p h el p ed
div e div e d

b ) Th e i rr egul ar c all ed b y som e gr amm ar i an s th e str on g

,

v er b b ec au se it for m s its p ast an d p ast p ar ticipl e b y ch an ges

wi thin i tself with out c alli n g in ou tsi de aid B elow is a .

p ar ti al li st of th e st r on g v er b s wi th th ei r p r in cip al p ar ts :

P res ent P ast P as t P a rti cip le

aw a ke aw o ke or a w a k ed aw a k ed
b e gi n b eg an bg
e un

b l ow bl we bl w
o n

br eak b k
ro e b k
ro en

b r in g b gh t
r ou b gh t
r ou

b u r st b t
u rs b t
u rs

cat ch cau gh t
c om e ca m e

do did
dr i n k dr an k
e at at e
 IN FL E CTI O N 13

Pas t P ar tic ip le
fl own

f rozen
given
go gon e
grow grown
kn ow kn ew r
k n own
l ay l ai d l ai d
l ie (
t o r eclin e ) l ay l a in
ri de r ode r i dden

r in g ran g run g

r i se r ose r isen

ran ru n

saw' see n

set set set

sh a ke sh oo k sh a k en
sh ow sh ow ed sh own

i g
s n s ang
sink san k su n k
sit s at sat

i g
sp r n Sp r an g sp ru n g

st eal st o e l l
st o en

swi m s wan i swu m

i g
sw n s wu n g swu n g

t ak e t ook ta k en
t e ach t au gh t t au g h t
t h r ow t h r ew t h r own
wr in g
wr t ei “
wru n
n ot e
g w ru n
wr i tt en
g

Your dic t i on ary will give y ou th e p r in cip al p arts of al l

s tr on g v er b s .

Th e m i stak e
comm on ly m ad e in th e u se of th e verb is th e
c on fu sion of th e p ast t en se wit h th e p ast p ar ticiple Re .

m em b er t h at it is th e p as t p ar ticip le t h at y ou alw ays u se

wi th h ave or h ad ; with am is was h ave b een had b een , , , , ,

wi ll an d sh all h ave b een .

EXE RCI SE 9
P oi n t ou t th e verb in each of th efoll owin g sen ten ces .

Cl assify it as s tr on g or w eak . G iv e th e p r in cip al p arts of

ea ch .
14 E SSE N T I AL S OF BU S I N E S S E N GL I S H

m
s
ig
.

.
I h av e dr u nk
Mr .
i
B
g
ruc e

H e h as t au gh t h i s
h as h
all

ch o r
of

m y m ilk
r ed a n e

s t en o

i l a st
c off ee.

w
.

graph er
i
off ce b oy
to use
.

ve
th e d
g
i cta gr aph .

5 . I san in th e y ear . I ha su n in t h e ch or u s »
f or
m an y years b u t m y f r i en d
v g b e f ore
h as n e e r su n .

6 I w r ot e t h e t el eph on e m essag e on th e p a d b u t s om e on e h as t orn

.
,

off t h e sh eet n d w r i t t e n an oth er m es sa g e

a .

7 A f ter t h e w reck m an y p as sen g ers sw a m t o t h e lif e b oat s ; w e

.

p i ck e d u p on e m an w h o h a d swu m a m il e .

8 I t ook an u pp er b ert h —al l t h e l ower s wer e t ak en

“
. .

9 We h ave t ak en p assa g e on t h e
. Ar a bi c wh i ch i s kn own as a
”
,

very com f ort ab l e b oat .

1 0 I f I h a d kn ow n you wer e an app li can t I sh oul d h av e r ecom

.

m en ded you —b u t I di d n ot k n ow—on l y Mr B ru ce k n ew i t . .

1 1 Wh en t h e doct or ex am i n e d h i s l e g h e f ou n d t h at i t was b r ok en
. .

B u t th e m an did n ot kn ow w h en h e b r ok e it .

EX E RCI SE 1 0
Wr i t e sen t en es e c m pl oy i n g b oth p ast t en se
th e
p ast p articipl e of ea ch of th e followin g v erbs :
swin g ru n g iv e
see r i de gr ow
fly r i se go
th row dr ive do

2 . Th er e are t h r ee
p air s of verb s th at give a gr eat d eal
of t r ou b l e—som et i m es t o f ai r l y g ood w r i t ers . An d i n d ee d
t h ey ar e v ery c on fusi n g Th ey ar e .

P r esent P ast P as t P ar ti ci p le
a) s it sat sat

set se t set

b) l ie l ay l ain
l ay laid l ai d
0) i
r se r os e r i s en

i
r a se i
r a se d r ai se d

On e v erbs in each of th ese p airs h as t o h ave

of th e an

ob j ec t t o com pl et e it On e i n e ach p ai r does n ot t ake

. an

ob j ec t We will arr an ge th em on th at p r in ciple

.
.
16 E S S E N TI AL S OF B US I N E S S EN GL I S H

Th er e seem s to b e fu si on in som e m i n d s b etw een

con .
let
an d leave, givi n g r i se to su ch stu pid b lu n d ers as
“ l v it b _ f “ ” ”

“
ea e l t it be or e e

l ea v e h i m li e f or l t e h i m l ie .

EXE RCI S E 11
Wr i t e off th e sen t en ces in th e followi n g ex er ci se choosin g ,

t h e c or r ect w or d in each
H H av e you ev er ri dd en—r ode a m ot or cycl e ?
Th ei r a g en t h as g on e— wen t t o Ch i ca g o
D
B .

O
J
Wh en h e g ot h om e h e f ou n d h i s ear s w er e f roze—f r ozen
H e h a d drov e—driven v ery r ap i dly
S .

Q-
l .

O Wh en t h e w at er r ises r ai ses in th e l ock i t ris es— ra is es t h e b oat

~
.

6 . Wh en t h e b ell rang —r u ng t h e ch il dr en al l ca m e— com e r u n

i g
n n in .

7 . We b eg a n— b eg u n yest er day t o t a ke an i n voi ce .

8 . Th e c ivil
ser vi
ce e am n a t on s h a x i i ve b eg u n— b eg a n .

9 . Th e b ook k ee p e r h as s et — s at h i s w at ch b y m i n e .

1 0 Th e . offi cer l
c on c u de d to l e t— l eav e t h e r u i sh l ie in th e bb a ll ey
.

11 . W h en I —
la y la i d d ow n I d i d n ot e xp e ct to l
s eep .

12 . I h av e sa t — set at th is w i n dow m an y v i gs
e en n t o wat ch th e
s u n set .

13 . Was h e t ook —ta k en ill su dden ly ?

14 . She w ill s it—s et t h e t ab l e an d th en sh e will li e— la y down .

15 . Sh e w ill lay— li e t h e cl oth an d t h en sh e w ill s i t— s et dow n

Th e r iv er w ill h ave ros e—r is en s ixt een i n ch es i n t wo h ou r s
.

16 . .

17 . r —
N eve leave let th e p u p il s b e u n occu p i e d .

Th e b r ead w ill r is e—r ai se in t w o h ou r s

,

18 . .

3 . Th e u se of sha l l an d wi ll — I f w e w en t i n t o all th e
re fi n em en ts of th e uses of th ese t wo w or d s it m igh t seem a ,

c om plic at ed m att er B u t f or p r ac tic al p u r p oses it is r ath er

.

si m pl e S tudy th e foll owin g ex am pl es p r esen t in g th e futu r e

.

an d th e f u tu r e p er f ect t en ses of call

I ll ca ll
sh a we ll ca ll
sh a

you w ill ca ll you w ill ca ll

h e w ill ca ll t h ey w ill ca ll
I sh a ll h a v e ca ll ed w e sh a ll h a ve ca ll ed
yOu w ill h a v e ca ll ed y ou w ill hav e call e d
'

h e w ill h av e ca ll ed t h ey w ill h av e call ed

 IN FL E CTI ON 17

a ) Y ou will n ot ic e th at th e fi r st p er son s ,
I an d w e, u se

s h a l l, il e th e oth er p er son s u se wi l l Thi s is t h e c ase

wh .

w h en y ou ex p r ess si m p l e fu tu r e ac ti on .

b ) N ow wh en y ou w an t t o exp r ess d et er m i n ati on or m ak e

a p r om i se y ou r ev er s e t h i s u sag e an d s ay I wi ll an d w e wi ll
, ,

an d u se s h al l f or t h e oth er p er son s .

0) I n qu est i on s of t h e fi rs t p ers on y ou u se s h all ; in t h os e

of t h e sec on d an d t h i r d p er son s y ou u se t h e for m y ou exp ec t

in th e an swer Thi s is c al l ed an t i ci p at in g th e an sw er
. .

N O TE — S h ould a n d w ou ld in i
or d n a r
y p r act i ca l u sa ge f oll ow th e
s a m e ru l es a s s h a l l an d wi l l .

E X E RCI SE 12

Th e foll ow in g c es ill u str atin g the u se of sh all an d

sen t en

wi ll ar e al l cor r ec t S t u dy t h em wi th c ar e r eadin g each

.
,

on e al ou d s ev er al t i m es D ecid e in each c as e wh at is ex
.

p r ess e d s i m p l
,
e fu t u r i ty d e t er m i n at i on p r om i se an t
,
icip a , ,

t i on of an sw er .

w I sh a ll b e m u ch pl e a se d t o r ecom m en d you .

w Will you giv e m e a r ecom m en da t i on ?

w S h all you a sk M r Ol s on f or a r e com m en da t i on ?
ll m ak e
.

ge m en t s t o sa il on t h e “
A bi
“
h i I sh a a r ra n ra c .

Th e A r a b i c w ill sa il f r om B ost on J u n e 1 6
”
i
p .

I sh a ll b e d i s a pp oi n t e d if t h ey do n ot com e
z
c .

q Th ey w ill b e e x p e ct i n g m e .

o
o H e sh a ll r e st or e w h a t h e h as t ak en w h et h er h e w ill or n o .

9 . H e w ill r e st o r e w h a t ev e r h e h a s t a k e n I h a v e gr ea t con fi den ce .

in h im .

10 S h a . ll G eor ge b r i n g t h e m a ch i n e a r ou n d ?
1 1 G eor ge w ill you b r i n g t h e m a c h i n e a r ou n d ?
.
,

1 2 Wo n t you m a il m y l e t t e r ?
’
.

1 3 S h a ll you a n s w er t h i s l ett e r ? Ye s I s h a ll
. I w il l w r i t e i t at , .

o n c e a n d t h e n w e w ill
go .

14 S h a ll you p r os ecu t e h im ? I s h a ll ; h e sh a ll b e m a de t o s u ff er
.

f or h i s d i s h on e sty Will you n ot ch an ge you r m i n d ? N o I s h an t

.
,
’
.

Do f or m y sa k e N o I w on t
’
, .
, .
18 E SS E N TI AL S OF BU S I NE SS E N GLI S H

15 . Will you com e t o dinn er w i th u s ? I will w i th p l easu re , .

1 6 Will you com e t o di nn er w i t h u s on T u es day ? I am sor ry b u t

.
,

I sh all b e ou t of t own On We dn es day th en ? Y es I sh all b e h appy

.
, ,

t o com e on W edn es day .

NOTE —Th ere i s a stu p i d m i st ak e that on e of ten h ear s—th e u se of

t h e pr esen t a f t er h op e a s
,

I h op e h e mak es th e t r ai n .

I h op e h e g et s t h e app oin t m en t .

I h op e I fin d th e a ddress .

H op e n ecessar ily impli es f u tu r i ty ,

an d cal s l f or t h e f u t u re

I h ope h e wi l l cat ch th e t r a n i .

I h op e h e wi ll g et th e app o n t m en t i .

I h op e I sh al l fin d t h e a ddre ss .

EXE RCI S E 13
Wri te fifteen c es of y our own—good i n terestin g
sen t en ,

c
sen t en es, il lustr atin g th e v ar i ous uses of sh al l an d wi ll .
 G E N ERAL E XER CI SE S IN BU S I N E S S CO M P O S I TI ON
TH E P A RAG RAP H IN T H I N K I N G AN D W RI TI N G

S tudy th e foll owi n g l etter

MY DEA R HAR D I NG
MR .

A r e you w illi n g t h a t I sh ou l d giv e you a s a r ef er en ce i n ap

l i n f or a osi t i on w i t h H ol t E a t on ? Y ou k n ow m y ch a r act er
p y g p
a n d m y a b ili t i e s a n d t h er e i s n o on e w h os e g ood w or d I w ou l d
,

r a t h er h a v e .

I a m m aki n g a ch a n ge b eca u se I feel t h a t t h er e i s n o a dva n cem en t

f or m e i n t h e pl a ce I a m i n n ow Th e r e a r e s e v e r a l m en a h ea d of m e
.

i n t h e li n e o f p r om ot i on a n d I sh ou l d lik e t o g et on a li tt l e f ast er
, .

Th e p os i t i on w i t h H ol t E at on seem s t o Off er j u st t h e ch a n ce I
w an t .

I ll b e very gr a te fu l f or you r h el p i n th i s m at t er an d sh all

sh a t ry
to dese r v e w h a t eve r r ecomm en da t i on you m ay giv e m e .

You r s v ery t ru l y ,

A M OS WELL S .

Y ou will ic e th at th i s l et t er fall s in to t h r ee sect i on s

n ot ,

ea ch of w h ich h an dl es a ph as e of th e m att er di sc us sed in

th e l etter
1 A sk s p er m i ssi on t o u se h is fr i en d as a r efer en c e
. .

2 E xpl ain s wh y h e n eeds a r ef eren c e

. .

3 E x p r esses g r ati tud e f or a p ossi b l e f av or

. .

Y ou wi ll fin d as a m at t er of f act t h at y ou c an t foll ow ’

an y t r ai n of t h ou gh t wi th ou t s eein g t h at i t g oes in s t ep s

” “
or stag es I f y ou r eason wi t h a fr i en d y ou fin d y ou rself
say i n g
“ ,
.

I n th e fi rst pl ac e I n th e sec on d pl ac e
,
”
an d ,

so on un til y ou h av e giv en all y ou r r e ason s I f y ou wr i te a .

l etter t h at is m or e th an a b r i ef n ote y ou fin d y ourself t ak

in g up on e i t em th en th e n ext an d th e n ext un t il y ou
, , ,

h ave t r eat ed th em al l .
20 E SS E NTI A LS OF BU S I N E S S E N GL I S H

Th ese st ep s g
i tem s ar e p ar agr aphs Th ey ar e
or st a es or .

li t tle l ett er s wi thi n y ou r lett er E ach on e says all t h at you

.

w ou l d say if y ou wer e h an dli n g th at i tem al on e .

We m ay say t h at an ar gum en t or a letter r eally c on si sts

of p ar ag r aph s p r op er ly j oi n ed t og eth er We m ay c all th e .

p ar agr aph th e u n i t of thin kin g W e m ay say th at if y ou .

can t hi n k an d w r i t e g ood p ar ag r ap h s y ou h av e m as ter e d

O

th e ar t of w r i ti n g ; an d t h es e s t ate m en ts b ar r i n g a cer ,

t ai n all ow ab l e ex agg er at i on ar e all t r u e ,

.

Of c ou r se a l et t er or a st at em en t m ay b e so b r i e f an d
un ifi ed as t o t ak e on ly on e p ar ag r aph .

I n w r i ti n g or p r i n t i n g th e p ar agr aph is i n dic at ed b y

,

i n den t in g i e setti n g in th e first w or d a sp ac e fr om th e

, . .
,

r eg u l ar m ar gi n .

E xE ROI SE 1 4

1 . Y ou ar e wr t i in g u to a fr i en d
f or t aki n g a y o r r e ason s

c our se in b u si n ess E n g l i sh Y ou h av e th ese t wo r eason s :

.

a) Y ou d esi r e in g en er al t o sp eak an d w r i t e c or r e ctly .

b ) Y ou h op e t o b ec om e an adver ti si n g m an ag er a sal es ,
'
m an in a m ail or d er b u si n ess a c om m er ci al c orr esp on d en t
-
, ,

or a ste n ogr aph er .

H avi n g sel ec te d on e of th ese p osi t i on s w r i t e th e t w o ,

p ar ag r aph s in th e l ett er .

2 G iv e an or al r ep or t oc cup y i n g th r ee m i n u tes on t h e
. ,

fr ui t in m ar ket on th e day of y ou r r ecit at i on Make two .

i tem s
a) Th e v ar i ou s fr u i ts t o b e h ad .

b ) Th e p r ic es .
 CHA P TE R I I
'

GRAMMA TI OA L CO RRE OTN E S S

AG REE M E N T

On e of p r et tiest t hi n g s in th e wh ol e sci en c e of gr am
th e
m ar is t h e p r i n cipl e of a gr eem en t I t som et i m es seem s as if
.

wor d s w er e livi n g th i n ki n g thi n gs try i n g t o acc om m od at e

, ,

th em selv es t o on e an oth er in a s en t en c e ; as if th ey h ad
m em or i es an d a sen se of dut y t h at c om p elle d th em to t ak e
t hi s f or m or th at f orm b ec au se of som ethi n g t h at w en t
b e for e or som eth i n g t o com e aft er Oth er l an gu ag es G er .
,

m an an d I t al i an f or i n st an ce h av e v ery c om p l ex sy st em s
, ,

of ag r eem en t ; E n g li sh h as a v ery si m pl e sy st em I n d e ed .
,

y o u c oul d n ot c a ll i t a sy s t em a t al l W e h av e m .er ely

c er t ain u sag es t h at ar e I n v ar i ab l e an d th er e for e i m p or t an t

f or u s t o kn ow . Un der ag r eem en t as u n d er i n fl ect i on ,

w e wi l l s tudy t h ose i n st an c es wh er e w e ar e li ab l e t o m is
t ak es .

1 Ag reement of v er b an d su bj ect — 1 Th e c en t r al
. . .

an d m os t i m p or t an t r u l e of ag r eem en t an d th e on e m ost ,

fr equen tly b r ok en is th at th e v er b m ust ag r ee wit h its

,

su b j ec t in p er son an d n um b er .

E x am i n e t h ese f orm s
S i n g u lar
I am

ou a re
y
h e is

Y ou w i l l th at t h e for m of th e v er b ch an ges f or t h e
”

s ee

th i r d p er son sin g u l ar ; y ou s ay I do, b u t h e does . It ch an ges

21
22 ESSE N TI AL S OF BU S I NE S S E NGLI SH

f or t h e plu r al n um b er ; we say h e does, b u t th ey do . It

foll ow s t h at w e can n ot say h e don t sin c e don t is th e ’
,
’

c on tr acti on of do not; we m ust say he doesn t ’

.

Th e for m ain t is a c on t r ac t i on of am n ot ; c on sequ en tly

’

it was n ev er c orr ec t t o u se it in an y b u t th e fi r st p er son .

Pr esen t day au th ori t i es c on d emn th e f or m I ai n t

’
-
S u b st i .

t u t e I m not
’
.

Th e sen t en c es in t h e f oll owi n g ex er ci se illu st r ate th e

ag r eemen t of t h e v er b wi t h i ts su b j e c t Th e su b j e c ts an d .

v erb s ar e in dic ate d b y i talics Read th ese aloud several .

t i m es

H I a m su rp rised .

O
E very l ate th i s m orn in g
You are .

D
C H e is u n su ccess f ul i n b u s in ess
‘ .

-
fi
b Th ey a r e sen di ng out t h e ir n ew ci r cu l ar s .

m S h e h as l at ely b een p romot ed .

g H e doesn t k n ow t h at t h e sh ops
’
a r e al l c osed. l
q E very t h i n g t h at h e does i s we ll d on e .

m You r su b scrip t ion exp ir es w i th t h i s i ssu e .

9 I n ev ery kin d of
. ret a il t r ade t h e cus t omer s i nsis t on qu i ck
delivery .

1 0 Ou r . cust omer, in Sp ite of all th e evi den ce t o th e con trary , i nsists

t h at h e h a s p a d h i s b i ill .

1 1 Th e ag en t wh o
. ca ll ed ev ery day f or se er a v l days t o see you
b
a ou t b yi g th
u n ose b wa n ts t o speak w i th you n ow
on ds .

12 . Th e caus e b
of al l hi s t r ou l es wi th th e w ork men is h is con st an t

dem an d f or g reat er sp eed .

Mist ak esften occur in l on g sen ten c es like this l ast on e

o

in whic h oth er n oun s—it m ay b e som e si n gul ar an d som e

r a —
plu l c om e b et ween th e v er b an d its sub j ec t B e cau .

t i ous wh en you h av e such a su b j ec t .

2 . S tudy th e foll owin g sen t en es c

1 . Th e i
c ash er an d th e t e ller h ave gon e .

2 . Th e kipper th e m at e an d th e
s , , cook ar e al l on b oar d.

3 . My ol d f r i en d an d sch ool mat e i s in t own .

24 E SSE N TI AL S OF B US I N E S S E N GL I S H
1 . i
E t h er h e or I am w r on g .

2 . N e i t h er s h e n or I d o it w e ll .

3 . N e i t h er s h e n or t h ey d o i t w e ll .

Cou rt esy c u stom dict ate t h e p r op er arr an gem en t of

an d

t h e p er son al p ron ou n s w h en t h ey ar e of diHer en t p er son s .

S tudy t hi s c ar efully
I n th e si n gul ar th e sec on d p er son c om es fi r st th e thi r d ,

p er son secon d t h e fi rst p erson l ast I n th e plu r al th e fi r st

,
.

p er son fi r st t h e sec on d p er son secon d th e th i r d p erson l ast

, ,
.

Th e ex ampl es will m ak e thi s pl ai n

a
i
- I t is a greed th at ei th er you or I am t o go .

w N e i t h e r you n or h e i s exp ect e d .

w N ei th er h e n or I sh all h ave t im e t o st op ov er .

h
i We an d th ey h ave l on g b een comp et i t or s .

W e an d you will p r ob ab ly h ave t o st ay l at e t on igh t

c

o .

o We, you an d t h ey m u s t sh a r e t h e exp en se

z
.
,

6 . Coll ec t ive no un s . S tudy th ese sen ten c es— t h ey

c or r e ct :

1 . Th e cr ow d x ci t e d
i s m u ch e .

w Th e cr ow d a r e al l s h ou t i n g .

e
s Th e firm i s i n cr eas i n g i t s b u s i n ess .

fir m a e con su l t i n g a b ou t O l s on s p r om ot i on
- ’
s Th e r .

s Th e au di en ce w a s en t h u si a st i c .

Th e a u die n ce w e r e sca t t er in g i n ev ery d i r ect i on

a
s .

Y ou see t h at
coll ec tive n oun t akes ei th er a si n gul ar or
a

a plu r al v er b a cc or di n g t o th e s en se in which i t is u sed

, .

Wh en th e on en es s of t h e c ollec ti on is im p or t an t or e m
ph at ic th e si n gul ar ver b is u sed Wh en th e p er son s or .

thi n g s th at m ak e up th e c oll e c ti on ar e i m p or t an t or e m
‘

ph atic u se th e plu r al v er b .

7 . Th e n ou n s n u m b er ha lf r emai n der r es t et c t ak e
, , , , .
,

a s in g u l ar or plu r al v er b acc or di n g as t h ey r e f er t o on e

w h ol e or t o th e sev er al m em b er s of a g r oup .
 AG RE E M E N T 25

H Th e nu mb er li m i t ed
of tr i al s is .

N Th e n u m b er of ca ses of di ph th er i a g rows l ess ev ery year .

Q
P A nu m b er of stu den t s h ave al ready ob ta in ed p osit i on s .

Q H a lf of my or an g e was b a d
l
- .

n
c H a lf of th e or an ges wer e b a d .

Th e u p p er h a lf of t h e wi n dow w as dark
i
d .

k H a lf of t h e w i n dows wer e dark

l
.

m Th e r est of t h e day was sp en t at my desk .

o Th e r est of t h e g oods w er e b a dl
C
y damag ed .

8 . Cer tai n
u n s h ave a plur al form b u t a sin gul ar
no

m ean in g an d al w ays t ak e a si n gul ar verb S uch ar e .

a cou st cs i gall ow s m ol a sses

c ivi cs m a t h em a t i cs n ew s

e t h i cs m ea n s (
i n s t ru m en t ) i
op t c s

1 . Math emat i cs i s my f avor i te stu dy .

2 . O p t i cs i s an in t erest in g b r an ch of ph ysi cs .

9 . Th er e is
h er gr ou p of n oun s th at
an ot ar e lways
a

plu r al an d r equi r e a plural v erb S uch are .

a lm s e a esv
as h es goods
s h ea r s m an n er s
b r ee ch es m ean s (
i come )
n

cat t el oats

l
c ot h es p r ocee ds

1 . A sh es ha ve b een Spr n i kl ed on th e p a vem en t .

2 . Man n er s m ak e t h e m an .

3 . Ri ch e s t ak e w i n g s .

E xE RcI SE 1

Wr i te sen ten c es usi n g th e followi n g w or d s an d ph r ases

as su b j ec ts
26 ESSE N TI AL S OF B US IN E S S E N GLI SH
st r aw b i
er r es an d cre am

e ach an d e very m em b er of th e office f or ce

ea ch m em b er of th e b oar ds of t ru st e es an d di r ect ors
ne i th er he n or I
b ot h we an d t h ey

E XERCI S E 2

Wr i t e off th e sen t en es c of t hi s ex er cise choosin g ,

th e
c orrec t verb
1 . Th e sh eep —a
is re g razin gi n t h e p ast u re .

2 . E th i cs is—a r e a b r an ch of p h il oso h y
p .

3 Th e m ea n s is— a r e n ot a l ways j u st ified b y th e en d

—
. .

4 H i s m ean s a r e is lim it e d
F if ty doll ars is—a re a l arg e sum t o l ose
. .

5
He doesn t—don t kn ow th e di ff eren ce b etween g ood b u s in ess
. .

’ ’
6 .

an d b ad .

I t don t—d oesn ke

xp ert l on g t o fin d t h e weak spot
’ ’
7 . t ta an e .

8 E i th er t h e w e at h er or h is anx i et y h a ve— h as dep r esse d him

. .

9 Th e lin e of m ot or s carr i ag es t r u ck s an d Omn i b u ses move

.
, , ,

moves st eadily down t h e st reet .

2 Agreement of th e adj ect ive with its n ou n —Th e

.

on ly E n g li sh adj ec t iv es t h at ch an ge t h ei r for m t o S h ow

agr eem en t ar e th is an d th a t Th ey t ak e a plu r al form t o .

g
a r ee wi t h a plu r al n ou n : Th i s ce r tificat e—th es e cer tifi
cates ; th at p ar c el — th ose p ar cels .

St udy th ese s en te n c es
1 . Th i s v el opes is b est f or ou r b u sin ess
sor t of en .

2 . Th at kin d of cli p s su i t s m e b est .

3 . Th ese kin ds of devi ce s n ev er w or k w ell .

4 . Th ose ki n ds of m ach i n es ar e n ot p op ul ar .

A void th e c om mon an d an n oy n i g m i st ak e— th es e
th ose sor t .

3 Agr eement
. of a pr on ou n with it s antecedent .

1 . J a m es sa id he _
w ou d l b rin g up t h e ma il .

2 . Mis s L ewis f ou n d t h at she h ad h er self cop i ed th e l etter .

 AGRE E ME N T 27

3 . Th e s tu d en t wh o is r esp on s ib l e f or l ocki n g u p i s gon e .

4 . Th e s tu d en ts who are r esp on s i b l e f or cl osi n g t h e Offi ce are g on e .

1 . Th e g
r ul e of a r eem en t is t h at th e p r on oun m u st g a r ee

in p erson gen d er an d n u m ber wi th its

, ,
an t ec e d en t —t h e

n ou n t h at it st an d s f or .

Thi s is easy t o see an d t o sh ow in th e p erson al p ron ou ns

which ch an g e th ei r form t o in dic ate p er son an d n umb er
an d in t h e si n gul ar t o i n di c ate g en d er : h e sh e i t I w e , , , ,

y ,
ou et c .

Th e l ive p ron oun s wh o wh ich an d what do n ot

r e at , , , ,

ch an ge th ei r for m t o sh ow ev en n umb er B u t t h e v er b used .

wi t h th em will gen er ally Sh ow t h ei r c or r ec t agr eem en t in

p er son an d n um b er .

1 . I t i s I wh o am l at e .

r e ce iv es v
‘

2 I t is h e wh o
. a d an cem en t .

2 . S tudy t h ese s en t en es c
1 . Th e f orema n an d h is ass is t an t h a ve
l ost t h ei r pl aces .

2 . E i th er t h e f or em an or h i s a ss i stan t h as l ost h is p l ace .

3 . N eith er th e f or em an n or h is ass i st an t s h av e l ost t h eir pl aces .

You will
h at wh en see t ap ron oun stan ds f or t wo ante
ce d en ts conn e c te d b y and ,
th e p r on oun is plur al .

Wh en it stan ds f or t w o an t ec ed en t s j oi n ed b y ei th er

or or n ei th er no r , th e p r on oun is sin gul ar if b oth an t e

c eden ts i gul ar
ar e s n .

I t is plu r a l if on e o r b o t h an t e c e d e n t s ar e plu r al .

3 Th e.
f o ll owi n g se n t e n c es illu s t r at e t h e p r on ou n wh en

h
t e an t e c e d e n t i s a c oll e c ti v e n ou n

1 . Th e fi mri s in cr easi n g i ts u sin ess b .

2 . Th e fir m a r e co n s u l t in g a ou t t h eir b u dg et b .

3 . Th e j y p
u r r o m t
p y l r e n der e d i t s ver d i ct .

4 . Th e j ury were mu ch divi ded in th eir i i

op n on .
28 E S S E N TI AL S OF BU S I NE S S E N GL I S H

Y ou c on clud e th at wh en th e on en ess of th e c oll ec tion is

i mp ort an t y ou u se th e sin gul ar p ronoun Wh en th e i n di .

vi du al s ar e c on sid ere d y ou u se t h e plur al p r on ou n .

4 Wh en a si n gul ar n ou n of c om m on g en d er (
. thi s m ean s ,

th at i t m ay n am e ei th er a m al e or fem al e b ei n g ) is th e
an t ec ed en t of a p r on ou n it is cu st om ary to u se t h e m ascu
,

lin e p r on ou n For ex ampl e .

1 E very stu d en t sh ou ld h is p ap er p r omp ly

.
p ep ar e
r
t .

2 . E ach m em b er of th e l b
c u sh ou l d r eg i st er h is p r ot est .

3 . E very m emb er of th e cl ass m ay l im

c a h is t h em e .

In c ert ain c ases ei th er th e fem in i n e or m as culin e p r on oun

is i n dic at ed b y oth er d et ails ; as ,

1 E h m mb f th W m gi t d h r p t t ’
. ac e Cl b
er o e o an s u re s er e e r o es .

2 E v y m mb
. f th V
er e i l
er o t ib t d h
e h
assar sen or c a ss con r u e er s ar e .

5 . An yon e, an y b ody, each , ev er y on e, ev er y b ody, ei th er ,

n ei th er, s om eb ody, s ome on e els e, et c .

,
ar e S n g i ul ar an d must
be re p r esen t ed b y a s ni gul ar p r on ou n . For ex am pl e

1 . N ei th er t h em h as p a d h is du es
of i .

b f g
S om e ody h as or ot t en h i s u m r e a b ll
t
.

l
E a ch of u s sh ou d p ay h i s Sh ar e of t h e a sse ssm en t .

+ E very v ar i ety of b i
u s n es s h as i ts a d an t a v g es .

1
0 H as a n yon e e se l l ost h is t i cket ?

E XERCI S E 3

Wr i te O K th e follow i n g sen t en c es i n serti n g

,
th e c orr ect
w or d in each c ase
1 . Or der mor e of kin d of l i g oods ;
at h e t c a p ayin g
lin e .

2 . N o m an or w om an w ill b e p erm it t e d t o l eave d esk i n

d i sor der .

3 . Th ese l esson s i
w er e w r tt en t o en a bl e v
e ery st u den t, an d e en v
v
e ery r e a der to cor r e ct ow n m i s t ak e s .

4 . Th i s b k oo sh ou l d e qu ip st u den t s to corr ect own m i stak es .

 AGRE E ME N T 29

5 . An y st u de n t wh o app lie s th e kn owl e dg e he g a i n s w il l fin d

wr ti in g f ree f r om or di n ary error s .

6 N e i th er t h e l esson n or t h e ex er ci ses yi el d
. f u ll val u e t o a
car el e s s st u den t .

7 N e it h er p ar t y i s eag er f or a qu ar r el an d
. w ill m ak e an y
r eas on ab l e a dj u stm en t .

8 I n ca se you r et u r n th e g oods you w ill ob lig e u s b y s en di n g

.
,

th e or igin al p ap er w i th
9 We h av e t ak en gr eat p ain s i n p ackin g t h e ca se of m i n era l
.

wat ers an d t h e oth er g oods t h at m ay r each you i n g ood or der .

1 0 N e i th er t h e goods I or der e d l ast m on th n or th e m ach i n e I

.

b ou g h t on Mon day h av e m a de ap p ear an ce .

1 1 I f you ar e di ssat i sfi e d e i th er w i th t h e t on g s or t h e sh ov e l
.
,

r et u rn at ou r ex p e n s e .

1 2 Mak e a n ot e of an y vi ol at i on of th e r u l e s an d r eg u l at i on s t h at
.

com es u n der
yo u r ob se rv at i on a n d r e or t
p t o t h e m an a g er .
 GEN E RAL E xE RCI SE S IN B U SI N E SS COM P OSI TI ON

FU RTH E R P RA CTI CE I N P ARAGRAP H I N G

Wh en y ou t ry t o ll
p r oduc t y ou gen er ally h av e t wo
se a ,

S id es t o y ou r t ask— y o u m u s t t ell p r e ci s ely wh at it i s y ou

h av e ; y ou m ust p er su ad e th e oth er p er son th at h e w an ts

or n ee d s i t an d t h at i t i s p os si b l e or e asy f or h im t o g et it
,
.

S om eti m es on ly on e p ar agr aph i s n ec essary f or b ot h p u r

p oses ; y ou may h app en t o b e d ealin g wi th a p erson wh o
al r eady w an t s wh at y ou h av e t o sell ; or y ou m ay h av e

goods so useful an d n ec essary th at y ou h av e on ly t o de

sc r i b e th em .

B u t usu ally y ou n eed to us e b ot h th ese p r oc esses— t o tell

wh at y ou h ave ; t o p ersuad e t h e oth er p erson th at h e w an ts
it I t m ay t ak e m an y p ar agr aph s f or e ach of th ese p r oc esses
. .

Th e n at u r e of y our c om m odi ty m ay b e v ery elab or ate an d ,

th e u ses of it v ery n um er ous Y ou m ay b e t ry i n g t o sell

.

it t o a v ery l ar g e an d m ix ed cir cl e of b uy er s so t h at y ou ,

h av e to m ak e sev er al kin ds of app eal .

B u t in t h e t r an sac t i on s w e h av e set f or ou r ex er ci se w e ,

S h all assu m e t h at w e n ee d b u t t wo p ar ag r aph s f or each

t r an sac t i on .

1 Wr i t e two p ar a gr aph s of a l ett er t o an acqu ain tan c e

.

off er i n g t o sell h im

a) A ty p ew r it er y ou h av e us ed f or a y ear D esc ri b e it . .

S et a p r ic e .

b A c am er a t h at y ou h av e h ad on ly a f ew weeks
- .

D esc r i b e it .A sk wh at h e will p ay
2 Mak e a fiv e m i n ut e sp ee ch on thi s outlin e
.
-

a) I t is n ot en ough t o b e m er ely g ood .

b ) Y ou m u st b e g ood f or som ethi n g .

0) Y ou m ust b e g ood f or som e on e t hi n g

. .

30
 E S S EN TI AL S OF BU S I N E S S G
E N LI S H

2 Gov ernment b y pr ep osit i ons

. Pr ep osi t i on s ar e u s e d
.
-

to S h ow t h e p r a c t ic all y i n n u m e r a b l e r e l at i on s of n ou n s

un s t o ot h er w or ds in t h e sen t en c e Th ese p r ep
“
an d p r on o .

”
osi t i on s ar e s aid t o g ov er n t h es e n oun s an d p r on ou n s ,

an d t h ey r e qui r e t h e ob j e c t iv e c as e A s in t h e c as e of .

g ov er n m en t b y v er b s t h e n oun m ak es n o ch an g e of f orm
,
.

Th e p r on ou n s ar e i m p or t an t f or st ud y S i n c e t h ey d o ,

c han g e t h ei r f or m .

1. h e T l k f a il ed t o r eport to u s
c er .

2 . Th e b ill s w er e sen t t o t h em p r om p t l y .

3 . L et t h e m at t er r em a i n b et w e en you a n d m e .

4 . N o w e sh a ll h av e t o con su l t w i t h h er a n d
, h im .

Th efoll owin g is a li st of th e m ost c om m on ly u sed p r ep

osit ion s al l g ov er n i n g t h e ob j e c t iv e c ase
,
:

bo t a u b th en ea

bv a o e b id es e

a cr o s s b tw e een

ft a er by d e on

a ga i n s t but e x c ep t )
(
a l on g by
a m on g c on ce rn n i g
a r ou n d e xcept
at f or
bf e ore f r om
b eh i n d in
bl e ow i n to
E XE RCI SE 1

I n th e foll ow in g sen ten c es p oi n t ou t th e verb s an d p rep

osit i on s th at g over n n ou n s an d p r on ou n s an d t h e n ou n s

an d p r on ou n s g over n e d b y th em A ll th e sen ten c es ar e .

c orr ect .

1 . L et face th e f acts squ arely

us .

2 . L e t h er a n d m e Copy a l l t h e l e t t er s .

3 . You s h ou l d el ect t h e on e w h om you a r e su r e you can t r u s t .

ou sh ou l d e l e ct t h e on e w h o w ill p rov e m o st t rus t w or t h

4 .
Y y .
 GOV E RN ME N T 33
n
c Th em th at do w r on g, I w ill pu n i sh .

Th ey t h a t d id w r on g s h ou l d b e p u n i sh e d
a
c .

q H i m t h at i s gu il ty, t h e l a w sh ou l d p u n i sh .

o
o H e t h a t i s gu il ty sh o u l d b e pu n i s h ed b y t h e la w .

9 . H on o r to w h om h on or i s du e .

10 H e . s co l ded us b o th —b u t m e m ore t h a n h e r .

11 . I do n ot th ink i t i s h e t o w h om w e s h ou ld s en d a l i
com p a n t .

12 . Y o u r ch an c e f or p r om ot i on depen ds on w h o you r co m pe t i t o r s

a r e.

13 . Y ou r ch a n ce s f or ad van cem en t dep en d on w h om you a r e com

p et i n g wi t h .

1 4 Wh om . sh ou ld I m eet at the i
s t a t on but Mr H ar d n i g w h om I
!
.

h ad n ot f or year s
seen

15 . How S h ou l d you lik e

t o g o w th i us ?
W i th y ou a n d h im ?

N o, w i t h h er and me .

Wi th wh om el s e cou l d I go ?
W i th wh om ever you fou n d goi n g .

16 .
I s h a ll giv e t h e book to w h oev e r a sk s f o r it .

3 . Miscellaneous cases of app ar en t ag r eement or g ov

ernment — 1 Th an p r ep ositi on s an d do n ot
an d as ar e n ot
"
. .

g over n n oun s an d p r on oun s Th ey ar e c on j u n c t i on s an d .

j oi n su b or din ate cl au ses t o th e r est of th e sen ten c e Usu ally .

t h e v er b of su ch a sub or di n at e cl au se is om i tted S in c e it is ,

n ot n eed e d f or t h e sen se .

.
s Sh e i s (am ) as ta ll as I .

p S h e i s s l ow e r t h a n h e ( is ) .

o
o H e h a s a l a r g er s a l a ry t h a n I (h av e ) .

-
e M i s s L ew i s c a n com pu t e f a s t er th a n I (
ca n )
n
.

o M r B r u ce s a i d h e w ou l d r a t h er se n d m e
. t h an h im (
s en d

h im ) .

6 Th ey . sh ou ld ha ve ch o s en h im r a th e r th an m e (
h a ve ch os en

me ) .

7 . I a m n ot so we ll fi t t ed f or t h e pos i t i on as he (
is ) .

2 . Th e ver b b e is n ot a t r an sit ive ver b an d c on se quen tly

d oe s n ot gover n an ob j ect ive c ase Not ice .
34 E S SE N TI AL S OF BU S I N E S S E N GLI S H

l . gl an ced u p h ast ily an d saw th at it was

I he .

2 . H e ll o Mr B ru ce !Th i s i s I — O l son
, . .

3 . I t w a s n ot t h ey b u t w e w h o d i scov er ed
, , th e m i st a k e s in th e
en t r esi .

4 . Th ose pr es en t at t h e m eet i n g w er e H a r di n g , E a ton , Ol son ,

and I .

NOTE — Th ere i s a f eeli n g th a t m e i s m or e emph a t i c th a n I You .

wi ll som et i m es fin d u sed i n a h alf h u m or ou s way a com b i n at i on th at -

fi rs t r esp ect s gr a mm a t i ca l corr ect n es s an d th en a dds t h e em ph a s i s ,

of th e w ron g word :

— “
I t i s I m e th at w ill ch an ge a ll th at .

3 Th e
. ver b s of th e sen ses — taste, feel, look , smell, s ou n d,

like th e ver b b e, exp r ess st ate of b ein g r ath er th an ac t ivity .

L ike b e th ey ar e foll ow ed b y adj ec tives n ot b y adver b s ,

.

m Th e cr ea m t ast es s ou r .

m Th ose w il d roses b y t h e w a ll l ook b eau tifu l .

0
0 I f e e l u n h a pp y ov e r h i s m i s for tu n e .

m H ow s w ee t t h e lil a cs s m ell !
-

h
C Th os e Wh i st l es sou n ds v ery l ou d .

ADVE RB S DI S TI N GU I S H E D FROM AD J E CTI VE S

Thi s seem s to b e i n ser t t h e w arn i n g

a g ood p a e t o l c
ag a in st u si n g a dj e c t iv h d adver b s A djec
es w en y ou n ee .

t iv es m odify n ou n s an d p r on oun s an d th ey f oll ow b e an d ,

such oth er ver b s a s exp r ess st at e of b e i n g ; a dv er b s m odify

verb s th at exp r ess ac t i on adj ec tives an d oth er adverb s , , .

R igh t H lv d th p b l m v y q i kly
: e so e e ro e er u c .

W g H r on lv d th p b l m v y q i k
: e so e e ro e er u c .

R igh t Sh t t h t b l p m pt l y
: e se d t ly
e a e ro an n ea .

W g Sh ron t th t bl
: t d p m pt
e se e a e n ea an ro .

Righ t : H e di ct at es so r ap i dl y t h at I f oll ow ca n n ot h im .

Wron g : H e d i ct a t e s s o r a p i d t h a t I
c an n ot f oll ow h im .

Righ t : Th ey a r e O ff e r i n g r ea ll y des i r a b l e b a rga i n s .

Wrong : Th ey a re off eri ng rea l desi rab l e barga i n s .

 G E NE RAL E xE RCI SE s IN B U SI N E SS COM P OSI TI ON

1 . Tur n t o Ch ap t er XI I A , ,
an d st udy r ul es an d m odel s
f or th e h eadin g addr ess an d s al u t at i on of a l etter Usin g
, ,
.

y o u r o wn a dd r e ss as a h e adi n g w r i t e a l et t
,
er t o t h e fir m of
H ol t E at on 1 1 8 N L a S all e S tr eet Ch ic ag o m an u f ac
, .
, ,

t u r er s of b l an k b ook s ap p ly i n g f or a p osi ti on
,
Wr it e four .

p aragr ap h s
a) N am e t h e p osi t i on y ou des ir e an d t ell h ow y ou ,

h ear d of th e op en in g .

—
b ) S t at e y ou r q u al ificat on s s ch ooli n g exp er i en c e ag e
i , ,
.

0) G iv e y ou r r e fer en c es .

d) A sk f or an in t ervi ew .

2 Com p ose an or al r ep or t t o occup y fiv e m i n ut es on th e

.
, ,

fou r m ost i m p or tan t i tem s of n ews in th e m orn in g p ap er on

th e day y ou m ak e y ou r r ecit ati on D o n ot w r i t e ou t t h e
’

r ep or t ; do n ot m em or iz e t h e w or ds of th e r ep or t s in th e

p ap er .
 CH A P TE R IV

CORRE CTN E SS IN D I CTI ON

Wh en we m ast er t h e p rin cipl es of gr amm at ic al cor
r ectn ess,
w e fin d ou r selves a l on g w ay on th e r oad t o
c orr ec t Sp eech B u t th er e st ill r em ain som e i m p or t an t
.

p r obl em s th at ar e n ot c on cern ed wi th gr am m ar Y ou .

kn ow t h at it is!quite p ossib l e t o p u t th e w r on g w or d in to
corr ect gr amm at ic al f orm ; th er e ar e m an y c om b in at i on s
of w or d s which whil e n ot u n g r amm at ic al ar e n ot all ow e d
, ,

b y c u st om or b y g ood u s age ; t h er e ar e wh ol e cl asses of

w or ds th at every c ul tivated p erson m ust r ej ec t ; th er e ar e
p air s of w or ds th at c all f or disc r im in ati on in th eir u se
s om e exp r ess i n g v er y di ff er en t id eas b u t f or som e r eason
,

c on fu sed som e exp r essin g d elic at e sh ad es of m ean in g th e

, ,

m i su se of which st am p s on e an u n educ at ed p e r son Th ese

.

ar e t h e p r ob l em s w e sh all c on sid er u n d er c or r e c t ch oi ce ,

of w or d s h avi n g in m i n d all t h e whil e t h at w e ar e l ook

,

in g t ow ar d p r ac t i cal r at h er t h an ar t i st ic u sag e .

1 Th e u se of sl an g — I t w ou l d b e f oll y t o giv e a sw eep

.

in g or d er an d say
“
,
N ever u se sl an g
”
.A y oun g p er s on
wou l d h ave t o h ave sup er hum an will p ow er t o associ ate w i th
-

r n —
h is m at es an d n ev er use a w o d o sl a g i n dee d h e w oul d
f ,

h av e to b e a b it of a Ph ar isee b esid es
, .

I t is t r u e t h at in a f ew c ases th e sl an g of t od ay b e c om es
th e accep te d u sa ge of t om or r ow ; th at t hi s is on e of t h e
w ays in which ou r w on der fu l livin g l an gu age gr ow s .

I t i s cu r i ou s t o t r ace som e of th ese r e f orm e d S l an g w or ds .

I n 1 7 4 0 S w ift c om p l ai n in g of th e c orr up t i on of t h e E n g
,

lish t on gue c on dem n e d as in st an c es of n ew an d u n p ar d on

,

36
 DI CTI ON 37

a bl e sl an g th e w or ds b an ter, m ob , h ers which

sh am, an d ot

a r e n ow u se f ul an d r esp e c t ab l e w or ds D an dy h as t w ic e
.

n —
be en sl a g wh en it fir s t c am e in t o ou r sp ee ch an d again , ,

a f te r y ears of r esp ec t ab ili ty wh en wi th a sligh t ch an g e of

, ,

m ean in g it b e c am e sl an g in ou r own day

,
Un d ou b te dl y .

som e of t h e s l an g i n v en t ed b y ou r g en er a t i on will p ass i n t o

p er m an en t u se ; th e idiom at ic an d hu m or ous n othin g do “

”
in g is i n v alu ab l e an d deserv es t o su r viv e .

Un qu est i on ab ly som e S l an g is h u m or ou s e v en wi tty ; an ,

O c c as i on al sl an g ph r ase wh en u se d b y a p erson wh o d oe s
,

n ot h ab i t u al ly u se it is pic tu r esqu e an d e ffe c t ive ; one

,

m igh t fin d him self in a c om p an y wh er e n ot t o u s e sl an g

“
w ou ld seem st iff an d su p er i or ”
B u t n on e of t h ese con
.

S id er at i on s j u st ify t h e h ab i tu al an d u n ch e ck e d u se of

S l an g .

I n th e fi r st pl ac e b y f ar th e l ar ger n um b er of sl an g
,

exp r ess i on s h av e a l ow or igi n an d a l ow m ean i n g Most .

O f t h em b el on g t o t h e arg ot of thi ev es an d oth er l ow

p eopl e Wh en th ey h ave c r ep t up in t o b etter c om p an y
.
,

t h ey st ill h av e th e m ar k s of vulg ar i ty an d c oar sen ess on

t h em .

I n th e se c on d pl a c e sl an g is ev an esc en t—th e da o f
, y

“
e v en th e m ost p op ul ar sl an g w or d is b r i e f

cu t it ou t
”
or,
“ t alki n g th r ough h is h at
Wh o n ow says
or
“ skidd oo ,
”
.

t h ou gh it was on l y y ester d ay th at on e or an oth er of th ese

e x p r essi on s d e f ac e d e v e r y t hi r d s en t en c e s p ok en b
y a c er
t ai n typ e of you n g p er son ? H e wh o c on stan tl u ses sl an g
y
a d d s n othin g p erm an en t t o h is s ee ch On th e c on t r ary
p .
,

h e m er el y su b st i t u t es an oth er sh or t liv e d ph r ase f or On e

-

a l r ead y d ead .

I n th e t h i r d pl ac e sl an g is m on ot on ou s an d n ar r owin g
, .

'
B y n ar r owin g y ou r v oc ab u l ary y ou n ar r ow y ou r id eas .

Wh en y ou u se th e sam e w or d f or m an y difier en t id eas an d

ob j e c ts y o
,u r c on versat i on b ec om es in t ol er ab ly ti r esom e
38 E S SE N TI AL S OF BU SIN E S S E NGLI S H

an d so n u d s vu lgar t o an y exp er i en c ed p er son We h ave .

,

all m et in th e l ast f ew ye ar s y oun g p ers on s ( an d s om e n ot

s o y oun g ) w h ose en t i r e v oc ab ul ary seem e d t o c on si st of

“ ” “ ” “ ”
four or five w or ds p ch
“ b on e h ead ” -
an d
“ goin g som e
,
u
g y
” —
e a b e a

with th e m er ely c ol or
t i t , , ,

less wor ds th at j oin ed t h em t ogether .

Thi s is v ery u n c ul t ivat e d an d v er y c r ipplin g S uch a .

p er son in stin c tively feel s th at h e can n ot u se th ese wor ds

wh en h e sp eaks or w ri tes t o an y on e h e r esp ects Con se .

qu en tly wh en h e sh ou ld sp eak well h e is du m b an d wh en ,

h e w ould w r i t e h e h as n o w or d s f or th e thi n gs h e w ould

say I am c on vi n c e d th at thi s su b j e c t i on t o sl an g an d th e
.
,

failur e of sl an g t o ser ve on a r eal l y i m p or tan t occ asi on is ,

t h e expl an at i on of th e b ad i m p r essi on m ad e b y m an y

y oun g p eopl e in a f orm al b u sin ess in t er vi ew or in a pi e c e ,

of w r i t i n g Th ey kn ow b ett er th an t o u se sl an g— yet t h ey
.

h ave n o oth er w or d s at th eir c omm an d .

E XERCI SE 1
Make a list
l g wor d s y ou u se m ost fre quen tly
of th e s an
,

an d gi e all t h e i m p or t an t e qu iv al en t s f or th em in p r op er
v
E n gli sh Wr it e a sen ten ce usin g each of th e good w or ds
. .

For ex am pl e : D ep e
H K i dl y d m i f m ti
n s en i gy
e n or at m b il
on con cer n n ou r a u o o e.

N I ha v e t h e m a t er i a l f or dev el opi n g th e fil m s .

O
Q I h a v e a l l t h e le ctu r e n o t es on t h i s cou r se .

P- l H e was u n der t h e i nflu en ce f

o some d ru g .

m Th er e w a s som e dis h on es ty in h i s el ect i on .

c P l ea se giv e m e ei th er m ay on n a i s e or Fr enc h
o

dr essi n g on my
l
sa ap
‘

lik e cu r ry i n m y s au ce
q
I do n ot .

Th ey h a d t h e wh ol e a ff a i r a r r a n g ed .

( I h a v e a ll t h e f ac ts a s t o h i s gu il t .

10 . I h av e sen t in m y r ef er en ce s an d l e t t er s f
o r eco mmend a ti on .

2 . Th e use of ov er-Work ed Wor ds —Al m ost as b ad as

l g
s an in its effe ct an d quite as b ad in it s in fluen c e ,
is th e
40 E SSE N TI AL S OF B US I N E S S E N GLI S H

th a t s u b ect j . N ev er b e guil ty of usin g th e w ear i som e ol d

p h r a se al l a l o ng t h e li n e .

3 . P a r ty
N e ve r is p er son l i in g
u se th w or d f or
form al l egal d ocu m en t wh er e y ou sa t e p ar ty of t h e
a u n ess
“ y ou ar e wr t
a
“ ,
”
fi rst p ar t or of th e s ec on d p ar t etc I t is p r op erly
”
,

,
y h
.

u s e d of a g r ou p of p ers on s ; b u t ev en in t h at c ase y ou

sh ou l d s om e ti m es su b st i tu t e g r ou p comp a n y fir m ass oci a , , ,

ti on et c a cc or di n g t o y ou r m or e d efin i t e m ean i n g
,
.
,
.

4 . Cr ow d
N ev er u se th i s w or d wh en y ou m ean g up ,
r o p a r ty,
fr i en ds ,
clu b , c om p an y, au di en ce, or an y oth er assem b ly
of p er son s ot h er t h an a l ar g e th r on g .

5 B u n ch
.

N ev er u se i s w or d as ap pli ed t o p er son s at all ;

th w h en
SO u se d ,
it c on st itu t es a b it of si lly an d stu p id Sl an g .

6 . F ea tu r e
S u b st i t u t e s om et i m es asp ect, d etail, con tri v a n ce, p ec u l
i ar i ty, d evi ce, el em en t, a dv an tag e, et c .
,
a cc or din g to yo ur
cl oser m ean in g .

Thi s w or d u sed as a ver b seem s t o h ave estab li sh ed itself

I n j ou r n ali st ic an d b u si n ess p r ac t ic e Use it as littl e as y ou .

Th e f oll ow i n g ex t r act fr om a c olle ge d aily il l u st r at e s

“
can .

”
featu r in g g on e t o seed
Cl b w ill b
“
A f t t y t h t ip t k
e a u r e s or b y th Gl on e r f a en e ee u e on e o
th ef t f t h
ea u r esA l ; p m Th T w
o e Cl knn u aw ill l a oe , e o er oc , a so
be f e at u r ed .

7 . D eal
S om et i m es u se i n s t e ad op er a ti on , tr ad e, n eg otia ti on , b u si
n ess, a rr a n g em en t, s al e
, p u r ch ase, et c .
, et c .

I S it t oo m u ch t o ask y ou t o i
r et r e p erm an en tly a s q u ar e
d ea l ?
8 . F a ctor
'
Thi s is h er g ood an d useful wor d th at h as h ad m or e
an ot

wor k h eap ed up on it th an it Sh ou ld b e exp ec ted t o do I t .

 D I CTI ON 41

sh oul d sh ar e wit h el em en t, i n g r e di en t, p ar t, s h a r e, for ce ,

p ow er , i n flu en ce, et c .
,
a cc or din g to th e h ad e
s of m ean i n g
in volv ed .

9 I . n di vi d u al

N ev er u se d
i n st ead of m an or p er son
t hi s w or m er ely .

I t is n ev er p r op er ly u sed as a n ou n exc ep t w h en th e sin gl e ,

n ess or t h e sep ar at en ess of th e p ers on i s em ph as i z e d .

E XE RCI S E 2

Wr i t e sen t en c es of y ou r own , usi n g ea ch of th e foll ow in g

w or d s in its p r op er sen se .

- P r oposi t i on pr O p osal
a

t
, ,
o ff er , t r an sa ct i on ,
O p p or t u n i ty .

w L i n e q u a li t y v a r i et y
, , ,
l
c ass .

o
p P a r ty, g r ou p ,
com p an y , p e r son , c u s t om e r , p u r ch ase r .

hF t
t ea u r e , a s pe ct , li a r i ty e l e m en t
p e cu ,
.

mD l ea n e g o t i a t i on
, o p e r a t i on
, p roc e e di n gs , .

mF t a c or e l em e n t
,
i n gr e di en t i n fl u en ce
, , .

q I n divi d u a l .

N OTE — H er e i s an ot h er li st o f t erm s th at a r e in dan ger Of h av

i n g t h e i r e dges w or n off i n t h e f r i ct i on o f b u s i n es s w r i t i n g : sy s t em ,

effi ci en cy, r ed b l ood, m a g n e ti c, p sy ch o l og y, op t i m i s t , or g an i za t i on .

3 . Hack n eyed
p h rases Th es e f or m t h e p eculi ar b es et .

m en t of th e y ou n g j ou r n ali s t th ou g h th ey oft en cr eep i n t o ,

th e w or k of t h e b u s in ess w r i t er esp eci al ly wh en h e t r i e s ,

t o b e li t er ary Th e f oll ow i n g lin es c on s t i tu t e a h u m or ou s

.

su m m ar y of t h ese f ad e d an d b y g on e b eau t i es Th e l in es -
.

ar e b y an an on y m ou s n ew s p ap er w r i t er an d ar e r ep r o

du ce d h er e fr om B r ow n an d B arn es s
“ Th e Ar t of Wr i t
’
,

”
in g E n gli sh .

“
Th e r e w a s a w r t er a n d h e e a rn ed
Th e a r t i n a l l it s ph a s e s
”
i l
Of u s n i g
w e - n ow n syn on ym s ll k
A n d pen n n i g
h a c n e ye d p h r a s e s ; k
i ”
C o n s p c u ou s b y h i s a s e n c e w a s b
A
n ot h e r s t an d -b
y t oo ;
42 E S S E N TI AL S OF BU S I NE S S E N GL I S H
A “
m a i den h a d a w ill ow y f or m
”

“ b
A n d h a i r of g ol den h u e
b
“
H e f oll ow e d on w i t h at ed r e a th

“
”
S o n ea r a n d y e t S O f ar ;

“
A n e a gl e gl a n ce, m a gn et i c ga z e,
”

Th e m oa n i n g o f t h e b a r ;
”

A s igh t t o ma k e t h e an g e l s w eep ,

“
Th e h u m a n f or m d ivi n e,
”

D “
il at i n g n os t r il s, flow i n g l ock s,
”

“
A n d a ll t h e m u ses n i n e ;
”

“
Th e i n n er m a n , l a s t b u t n ot l ea st,
”

A“ f ew w e ll ch osen w or ds ,
-

“
”

“
Th e m e ll ow m oon t w i n kli n g s t a r s,
”
an d

“ b
An d li t t l e t w i tt er i n g i r d s,
”

A “
r ch s m il e s
”
an d li p s o f r o sy t i n t ,
A“ da i n t y gl ov e d h an d ;
”

A S u ccu l en t biva lve o f cou r se

”

“
Wa s a l w ays i n dem an d .

“
To ph i l O S O p h i c h e igh t s h e d r i se,
” ’

Of r ea s on ch ew t h e cu d,

“
An d n ev er on ce di d h e f or get
T o u se t h e s i ck en i n g t h u d .

It w oul d be g ood pl an t o for eg o all th e qu ot ed phr ases

a

an d all ot h ers so fam i l i ar an d so m ean i n g l ess .

4
. E xagg ra t i ons
e —Un du e e x a gg er at i on s m ak e a b ad
.

i m p r essi on an d d efeat t h ei r own en ds Th e u se of su p erl a

,
.

tiv es an d st r on g w or d s f or an y t r ivi al id ea gi v es a h y st er
ic al atm osp h er e t o sp eech an d w eak en s th e efiect ; f or w e
s oon l ear n t o di sc ou n t st r on g w or d s wh er e al l w or ds ar e

st r on g. Th e sp eech of c u l tiv at ed p er son s Sh ows a g u ar d ed

us e of t h e s tr on g est w or d s ; an d ev ery si n c er e p erson de

s i r es t o s av e t h e g r eat an d b eau t iful w or ds f or gr eat an d

,

b eau t ifu l t hin g s an d f eeli n g s .

D i sc ar d c om pl et ely all su ch f ooli sh an d st upid Sl an g ex

agg er at ion s as t h e f ol l ow i n g

g
I t h ou h t I s h ou l d d i e .

I t n ea r l y kill e d m e .

I a m c a z y a b ou t i t
r
 DI CTI ON 43

Try t o do wi th out th e w or ds simp ly p erfectly absolu tely , , ,

p os i ti v e l y e t c i
,
n t h e i r c a
.p a,
ci t y of s t r en g t h en e r s of w or d s

al r ead y su ffici en t ly st r on g S i mp ly g r an d p er fectly i mp os .

,

si b l e, disg r acefu l, p osi tively i n su l tin g , awfu lly

a b s olu tely

m on oton ou s— e ach p h r ase is w eak er th an it w ould b e if th e

m od ifi e d w or d
d al on e I f y ou feel th at y ou
st oo . m ust
in ten sify in som e w ay c om p r om ise on v er y or q u ite
Th e li st of
“ i n ten sifie r s
”
i s n s r —
i t uc t ive simp ly
, .

, p er
f ectly, a b s olu te ly, u t ter ly, aw u lly, f terr i b ly, fearfu lly ,
h or
r i b ly, dr eadfu l y,
l t r em e dou s y, i mm e s ely
n l n — th er e is som e
i r on y in th e fact t h at all th ese, which ough t to b e t h e m ost
i m p osin g w or ds l an gu age h ave b een ch eap en ed to
in ou r ,

m or e cou n t ers in t h e di al ec t of a g i r ls boar di n g sch ool

’
-
.

E xc ep t in hum or ou s p assages of f r i en dl y l et ter s an d in

p u r ely liter ary w r itin g do n ot u se ex agger at i on or even ,

th e figu r e of h yp er b ol e I n c on ver sat i on an occ asi on al .

e x a gger at i on or c on sci ou s h yp er b ol e is n ot t o b e con

d em n ed sev e r el y I t is th e h ab it u al u se of th em t h at is
.

fat al to g ood styl e an d t o safe thin kin g -

E XE RCI SE 3

S tu dy th e w or ds in th e followin g group s b y fin din g th ei r

d efin i ti on s an d c on sider in g th ei r values Use two w or ds .

fr om each gr oup in sen t en c es of your own givin g th e w or d

—
,

i t s t ru e v alu e
L v ly p tty b t if l h d m l g t
a

t o e , re , ea u u ,
an so e, e e a n .

m Ni ce , p l e a sa n t d a in t
y fin e ch a
, r m i n g a tt r a ct iv e
, , , .

o
o Aw f u l t err ibl e h orr i b l e drea d fu l fea rfu l fi erce
, , , , , .

a
r
t G ran d i m pos i n g spl en di d b r illi an t gorgeou s
, , , , .

n
c S m a r t c l ev er b r igh t w i s e b r illi an t
, , , , .

z
c Am u si n g l u di crou s h u m orou s w i t ty
, , , .

q Ha t e di slike de spi se a bh or detest l oath e

, , , , , .

5 . Fine wr iting —Th e

high soun din g or u se of fin e, -
,

l ear n e d w or ds in stead of sim p l e on es is in p oor t aste an d

gen er all y in c orr ec t E ven wh en it is don e with a d elib er
.
44 ES S ENTI AL S U
OF B S IN E S S ENGLI S H

at e ly hum or ous pur p ose ,

it seem s a r at er h ch eap f orm of

w it .

Y ou h ould n ot h esitate t o u se a r ar e or l ear n ed wor d

S

wh en it ex ac tly exp r esses your th ou gh t ; b u t do n ot su b

st i t u t e fin e w or d s f or pl ai n on es oth er t h i n gs b ei n g e qu al , .

Do n ot say

r es ide f o r li v e
r e ti r e f or g o t o b ed
m a t u t i n a l a b lu t i on s f o r m or n i n g b a t h

e r ec t a r es i den c e f or b u i ld a h ou s e
e m i n en t di vi n e f or w e l l k n ow n -
c l e r g y m a n or p r eac h er
p r om i n en t e duc a t or f or t eac h er
d e li ci ou s r e r es h m en t s
f f or s a n dw i ch es a nd co ff ee
b ou n t i fu l r ep a s t g ood di n n er
f or a

“
s u mp t u ou s b a n q u e t f or a p l en t i f u l s u pp er

A v oid al s o f al s e r efi n em en t s such Th b u ilt b eau

tiful h om e
”
wh en y ou m ean h ou s e ;
as,
“
Th
ey

e b ab y
a

cam e
”

wh en y ou m ean was b or n .

Ob ser ve th e p r op r iety th at c om es of c omm on sen se in

th e u se of g en t l e m a n an d la d y . To in si st on s al es lady is
as sen s ib l e as it w oul d b e to c all t h e m an on th e en gin e
th e fir eg en tl em an .

6 . V ul g arisms — Man y . xp r essi on s t h at i rr i t at e a p er

e

s on of t as t e ar e pl ai n v u l g ar i sm s an d S h ou ld b e di s c ar d e d .

S uch ar e

da t e f or en g a g em en t or app oi n t men t

n oh ow

f em a le f or w om an
a lr i g h t f or all righ t (Th e u se o f th i s f orm sh ou ld b e m a de a

cr im e p u n shia bl e by a u t om a t i c el ec t rocu t i on ) .

s om e p la ce f or g o s om e w h er e
go
“ lik i
“l g
go p la ces , a s i n es to g o p lac es w th m e
Sh e .

w ays f or w a y , a s in a on w ays r om h e r e
”
f
“
don t k n ow a s f or don t k n ow t h a t
’ ’

”
qu est i on
“
n ic ely, as th e an sw er t o th e ,
H ow a r e you ?

w an t s i n t h e sen se o f n eeds, in l
a s a e s m an w a n ts to k ee p h is
“
as
”
Y ou w an t t o u se t wo os
’
in s u cces s .
 DI CTI ON 45

la dy fr i en d
g en t l e m a n fr i e n d
d ove as t h e pa st of di ve

7 Too .

m an y w or d s — I n t h e f oll ow in g s en t en c es
i t aliciz ed w or ds
‘

ar e u nn ecess ary
1 Wh er e ar e you a t ?
.

n I f e ll off of t h e ca r
?
.

o
t I h a v e g o t a l l t h e s a l es m en s r epor t s
i
’
.

p Fr om h en c efor th M r B ru c e w ill h a n dl e a l l a dj u st m en ts
. .

m Fr om w h en ce w ou l d su ch a n i m p r e s s i on com e ?
u
s I got a sea t i n s i de of t h e ca r on t h e E l e v a t e d .

n I s tood ou t s i de of t h e th eat e r f or a n h ou r .

o
c You h a d ou gh t to s ee t h e n ew li n ot ype a t w or k .

E XE RCI SE 4

Th er e ar e on e or m or e c
u n n e essar y w or d s in e ach of th e
f oll owin g sen t en c es Wr ite
. t h em off in c or r e c t f orm .

1 . Wh er e a re you livi n g a t n ow ?
Wh er e a r e you go i n g t o n ex t ?

t Y ou h a dn t ou g h t t o S pe ll P r o f essor w i t h t w o f s
’ ’
.

Bo th W h i t e an d B rown a re a lik e good a ccou n ta n t s .

H e r epea t ed th e d i r e ct i on s ove r a n d ove r a ga i n

1
0 .

© You w ill fin d t h e r oa d h ou s e a m il e f r om h en ce
-
.

7 . H e w ill m ov e h i s m a il or de r b u s i n es s b a ck to t h e t ow n f rom
-

wh en ce h e ca m e .

8 . Th e r e as on I di d i t w as b e ca u se of Mr . B r u ce s
’
or d er s .

9 . My m i n d o f t en re ver t s b k
ac l
t o t h e ea r y y ea r s of th e en t er

p ris e .

1 0 Th e r e w a s
. n ot h n i g i d a b ou t a r eb a t e t h a t I r e m e m b e r o f
sa .

11 . Th er e i s n o u se a t a l l i n t a ki n g so m u ch p a i n s w i th a t r ivi a l

m a t t er .

12 . He h a s b een all th e su m m e r i n t h e Ca n a d i an Rook i e s .

13 l eph on e gi r l s a r e th e c i ty s r ea l wat ch m en k eep i n g

. Th e t e
’
,

gu a r d a ll th e n igh t .

1 4 Wh en h e drov e u p w e a ll sm il ed a t h i s qu ee r h orse— a b l a ck
.

a n d a w h i te on e .

1 5 W h a t ki n d o f a p er son do t h ey ex p ect t o g et a t th a t s a l a ry ?
.

1 6 Wh a t ki n d o f a b u s i n e s s w ou l d you con s i de r m o st i n te r e s t i n g ?
.
46 E S SE N TI AL S OF B US I N E S S E NGLI S H

17 . P l ea s e accept of th i s bo n u s as a tok en of ou r a ppr ec a t on i i .

18 . He retu r n e d b k g i
ac t o g e t h i s coa t
a a n .

19 . We ha ve b i i
een p a t en t w t h h im , s n ce h e i s i a n ew b gie nn e r .

2 0 Yo u . w ill iv l g
fin d t h e dr e on er t h a n you t h n . i k f or .

21 . Th e au t om o b il e t u rn ed th e corn er an d d i s a p p e a r ed f rom my
vi ew .

22 li tt l e l a k e wa s s u rr ou n d ed b y h igh h ill s on all S i des

. Th e .

2 3 We w er e qu i t e pow e r l es s an d u n ab l e t o di s cov er th e r ea son

.

f or th e sh or t a g e i n ou r accou n t s .

2 4 Ol son ru sh e d h u r r i edl y b y u s w i th a t e l egr a ph b l a n k i n h i s

.

h an d .

25 Th e d i spa tch es
. say th a t t h e i n su rgen t a rm y wa s t ota lly
a n n i h il a t ed .

26 . H a ve you h ea r d t h at t h e li ttl e t own of Al b i on w as en t re i ly

W l p ed ou t gen era l con fla gr a t ion ?
in a

27 . We saw tw o officer s l ooki n g ou t of t h e w i n dow .

28 . B efore givi n g a det a il ed r eply w e m u st con su l t w i th ou r

cou n s e l .

29 . Th e b er t h op
pos i te to us wa s occu p e d i by a m an ill wi th
tu b e r cu os s l i .

30 . We w ill expl a i n l a t er on wh y w e fou n d it i m po ss i b l e to

a cc ept ou r s u gges t i on
y .

3 1 Ou r . s ea t s a t t h e ga m e w e r e j u s t ou t s i de of th e r e se r v ed
s e ct oni .

32 . O l son i s l at e b ecau s e he s t op ped to ll ect

co t og eth er h i s b k oo s

an d p p a er s .

3 3 M i ss . B ran t killfu l ex per t in t h e pr epara t i on

is a s of Copy,

but sh e h as f ou n d t h i s m a n u scr i pt a diffi cu l t pu zzl e .

8 Too. f ew w or ds — S tudy th e f oll ow in g s en t en c es an d

n ot ic e th at i t al icize d w or ds
th e ar e n ecessar y . Th ey ar e
often e rr on eou sly om i t t e d .

1 . Mi s s L ew i s S t ay ed a t h om e toda y .

2 . I sh a ll l ea ve v a ca t i on on t h e fi r s t o f Ju ly
f or m y .

3 . Th e b oa t w a s so l e aky t h a t w e h a d t o giv e u p ou r s a il .

4 . Th e or der w a s s o v a gu e t h a t w e h a d t o h a v e i t r epea t ed .

5 We a r e v ery m u c h pl ea sed w i t h t h e i t i n era ry you h av e m a de

48 E S SE N TI AL S OF BU S IN E S S E N GLI S H

Th er e S h ould uch p r ep osi ti on al ph r ase as in b ack

be no S .

of say b eh i n d Y ou som et im es see t h e ab su r d ph r ase

.

w ou l d of i n st ea d of w ou ld h ave I n such ph r ases as w ou ld ,

h av e g on e wou ld h av e lear n ed ; av oid it

,
.

S t ud y th e f oll ow i n g c om b in at i on s Y ou will see th at .

c er tain w or ds r equ i re sp eci al p r ep ositi on s som eti mes

;
,

ch an gin g t h e p r ep osi ti on t o exp r ess a ch an ge in u se or

m ean i n g :

accom pa n ed ii w th — wh en
on e t h i n g m erel y goes w i t h a n oth er
“ fish a ccom p a n i e d w i t h egg s a u ce
,

“
-
as
—
.

a ccom a n i ed b y a s a com p a n i on H e w alk s ev ery day aecom

p .

an i e d b y h is dog
p .

a gr e e to —a p r opos a l

a g re e u pon — a p l a n

a g r ee w i t h — a per son
a c cor d i n g to

i n a ccor da n ce w i th
ch a r a c t e r i s t i c o f

com pl y w i t h

cor r es pon d t o—w h en t h i n gs a r e com pa r ed

corres pon d w i t h — w h en pe r s on s e x ch an ge l e t te r s

com p a r e t o—w h en on e m e r e l y lik en s ob j e ct s

compa r e w i t h — w h en on e m ea su r e s on e t h i n g b y an oth er or ,

oin t s ou t di ff er en ces or r esem b l an c es i n det ail

p
con f or m t o

con v en i en t to — a p er s on or a p l a ce

con v e n i en t f or— a pu r po s e

diff e re n t f r om — n ot t h an or t o
d iff e r f rom — w h en on e t h i n g i s u n lik e an oth e r
d iff e r w i t h — w h en on e p er son f a il s t o a g ree w i th a n oth er .

d i sa ppo i n t ed i n — wh a t we h a ve

el se —
d i sa ppo i n t ed of — w h a t w e do n ot ge t ; n ev er w i t h i n a n y ca se
t h an — n ot e ls e b u t
.

o th e r t h an
n o ot h e r th an
a n oth e r th a n
l
e m p oye d at — a giv en sa a r l y
e m pl oy e d in , on , o r u on
p
—a job or a b i
u s n e ss

em pl oyed f or— a pu r pose

 DI CTI ON
en t e r u pon — du t i e s
e n t er i n— a r ecor d or r epor t

en t er at —a door , a i
s t a t on , e t c.

i n fl u en ce u p on or ov e r— n ot on

i n f er i or to
s u p er i o r t o

in s ea rch Of — n Ot for
i n s igh t i n to
i den t i ca l w i th
ex cep t i on f r om — a s Th i s ca s e i s a n e x cept i on f r om t h e r u l e
e x cep t i on t o — as
“ I w a n t t o t a k e e xcep t i on t o t h e st at em en t of t h e
.

l ast s peak e r
“
.

—
li ab l e to wh en you m ean an u n f ort u n ate t en den cy ; a s
'

My ,

f at h er i s li ab l e t o r h eu m a t i sm ”
'

NOTE —G ood u sa ge does not cou n t en a n ce th e u se of th e i n fin i t iv e

a f t e r li a b l e S ay
“ “
H e i s li k e ly to d i e ; H e i s ap t t o ta k e col d
” ”

“
. : .

—
li ab l e f or wh en you m ea n r esp on si b l e ; a s E a ch p artn er i s ,

li ab l e f or th e deb t s of t h e fir m ”
.

a r t f r om — a f r i en d
p
a r t w i t h — m on e o o t h e r o s s e ss i on s
p y r p
p r ofi t b y
r e co n cil e w i t h — a r
pe s n o

r e co n c il e t o— a c on d i t i o n o r s i t u a t i on

E XE RCI SE 5

Wr i te sen ten c es u sin g p r op erly al l th e ph r ases in th e

for egoin g list .

10 . Correl at ive c on j un ct i ons — Th ese ar e u se d in p ai r s .

Th ey ar e

as — as
s o— a s

so — t h at
‘

su ch — as
n ot on ly—b u t al so
b ot h— an d
e i ther— or

n e i t h er— n or

wh et h er—o r
50 E S S E N TI AL S OF BU S I NE S S G
E N LI S H

1 . S an Fran c i sco i s as p l ea s an t as Lo s A gl n e es .

2 . S an F r a n c s co i is n ot s o h ot as LO S A gl n e es .

3 . We sh a ll n ot be s o com or t a f bl e in L A gl
OS n e es as in S a n F ra n

i
c s co.

NOTE —Not i ce th at you u se s o —as in g iv e statem en t s

n e at .

4 . We a re so f
com or t a bl e in S an Fran c i sco t h a t we sh a ll s ta y

a ll s u m m er .

5 . We ca m e e a r ly so t h a t we m igh t see th e crow d ga t h e r (

n ev e r

so as w e migh t ) .

6 We sh a
. ta ll ke on ly su ch cl oth in g as we sh all n eed .

NOTE —Th e .
p p
r o e r p l ac i n g of t h e ot h er cor rel a t iv e s w ill b e di s
cu s sed u n der l
c ea rn ess .

1 1 Doub l e
. i —Tw o w or d s lik e n o an d not used
n eg at v es ,

in th e sam e c onn ec ti on destr oy each oth er an d c on sti tute

,

i u
a ser o s err or .

He won t h ave ’
n on e of th a t fooli sh n ess i n th i s f
o fice .

H ar dly, scar cely, on ly, an d b u t m ust b e re ck on ed as

n e at g ives . Y ou can n ot say

1 . I ca n
’
i st i n gu i sh a word you say
t h ar d ly d .

I c a n t s ca r c e ly w a i t f or m y a ppo i n t m en t
’
2 . .

I ca n t s p en d on ly a m i n u t e
’
3 . .

I h a ven t b u t on e pun ch on my t i ck et
’
4 . .

A in tr oduced b y
seri es of w or d s no s h oul d b e j oin ed
b y no r n or is al so u se d t o c on t in ue
,
th e f or c e of n ot in a
p r evi ou s phr ase or cl ause S ay .

1 . An y m an , w om an , or ch il d cou l d w r i t e su ch v erses .

2 . N 0 m an , w om an , n or ch il d w ou l d b e w illi n g t o wr i te su ch

s tu ff .

12 N o . u of cl assi fic at i on can t ak e c ar e of al l
am o n t

c ases th at in v olve th e c orr ec t ch oic e of w or ds Th e f ol .

l owin g ar e c aut ion s an d di scr im in at i on s t o gu ar d you

aga in st c omm on m i st ak es of a m i sc ell an e ou s sor t .

A b ov e sh ou ld n ot b e u se d e ith er as a n oun or as an adjec

t ive I t is c orr e c tly use d as an adver b
. Y ou sh oul d n ot .
 DI CTI ON 51

l . I h ave i
ex a m n ed
th e a b ov e st at em en t an d fin d it corr ect .

2 . I h av e exam i n e d t h e a b ove an d fin d i t cor rect .

3 . I di d n ot wit n es s th e a b ove occu rr en ce .

Y ou m ay say

1 . I h av e ex am in e d th e f oreg oing st at em ent an d fin d it correct .

2 . I di d n ot w i t n ess t h e a b ov e men t ion ed occu rr en ce

-
.

S am e h ould n ever b e used in stea d of a p r on oun D on t

S .
’

u se it or d efen d it n o m atter h ow m an y t im es you m ay see

,

it use d .

I h av e ived l et ter
1
2
.

.
r e ce

fif t een cop i es of
S en d
you r
u s i n e s s E n gli sh
“
B
an d n ote d con t en ts of

,
”
as
sa m e

I wi sh t o
.

u se

s am e f or m y cl ass .

3 . I f n ot p l eased w i th ou r v acuu m cl ean er ,

r etu r n s am e at ou r

exp en s e .

Tr an sp i r e f or —
h app en Tr an spi r e mean s to c om e to
ligh t ,
to b e c ome kn own ; as

1 . Th i s e v en t h app en e d t w en ty ye ars ag o ; i t t ran sp i r e d on ly

t r da .
yes e y
2 . L u ckily th is p l ot t r a n sp ir e d in t i m e f or us to pl ace gu ar ds
on t h e p r op er ty an d p r e v en t m i sch i ef .

Raise f or r ear

1 . I wa s re a r ed i n I n di an apoli s .

2 . My m ot h er r ea r ed fou r s on s to m a nh ood .

3 . My f r i en d in I n di an ap oli s ra i se d t en cocker span i els .

4 . We ra i se i n ou r own ga r den a l l t h e l ettu ce w e n ee d .

A void r aise f or in cr eas e, as in

l . I got a r a i s e i n y s a l a ry m .

2 . Th e a gen t h a s r a i s e d ou r r en t .

L ast f or —
l a est D on
t
’
t ask , H ave y ou h ear d my l ast
”
s t or y ? l est
fri en d r eply I h op e so
y ou r Y ou m ay ,
.

sp eak of Ten n y son s las t p oem AS l on g as K ipli n g is livin g

’
.

an d w r i t i n g y ou m u st say h is la tes t p oem .

S top f or s tay

1
D i d you go to
. Wash i n gton ? Yes, b u t I on ly stopped th ere .

I coul d n ot s t ay .
52 E SSE N TI AL S OF B US I N E S S E N GLI S H

2 D id you st op at t h e B il t m or e l Y es,
.
'
,
‘
as I p assed by I st oppe d
to s ee i t I cou l d n ot a ff or d t o st ay t h er e
. .

Cou p le f or two—Y ou can p r op er l y sp eak of a coup le on l y

wh en t h e t wo o b j ect s or p er son s ar e lin k ed ; as ,

Mr . B ru c e an d h i s w if e are a ch a rm n i g cou l
p ;e th ey h av e tw o
b ea u t ifu l ch il dr en .

L oan f or len d—L oan is n ot a v erb ,

but a no n u .

1 . He gr e es to l en d m e a t h ou san d doll a r s
a .

2 . H e a g r ee d to a l oa n o f a t h ou s a n d doll a rs .

3 . L en d m e you r u m b rell a .

4 . H e a sk s t h e l o a n o f my u m b re ll a .

Do n ot c onf use len d an d b or r ow .

Am or f is a r aid
f or f ear ; as ,

I a m a f r a i d I ca n t k e ep m y en g a g em en t ( I f ea r )
’
l . .

2 . H e i s a f r a i d h e c a n t p a s s t h e b a r e x a m i n a t i on (
’
h e f ea r s ) .

I a m a f r a i d I ca n t p ay m y p r em i u m n ex t m on t h ( I f ea r )
’
3 . .

Can f or may or m ay f or can

Ca n i m p li es ab il ity ; m ay i m pli es p er m issi on .

1 . Y o u m ay s w m i if you ca n .

2 . Ma y I h a e t h v is f a t e r n o on f ree ?
3 . Ca n you fin d t h e er r o r in t h i s p r ob l em ?

Q u i te as an a dj ec tiv e — I t is a l w ay s an a dver b . Do n ot

s ay i
q te a
u w h i l e, b u t q u i te a lon g wh i l e ; q u i te a f ew is
alway s w r on g ,
an d w
h en y ou m ean a g ood ma n y it is doub ly
ab su r d .

E xcep t, wi th ou t, u n l ess

E xcep t an d p r ep osi ti on s an d in t r oduc e

wi th ou t ar e

ph r ases . Un l ess is a con jun cti on an d i n t r oduc es a c l au se .

1 . NO on e e x pt m k w t h
ce m bi
e ti f th
ne f e co na on o e sa e .

2 . NO on e ex pt M B
ce k w h w t t r . r u ce m pl i tno s o o u rn a co a n
i n to a sa e l .
 DI CTI ON 53

3 You. can n ot h Ope to su cceed w i th ou t det erm i nat i on an d

p i
at en ce .

4 . Wea l t h w i t h ou t h e a l t h i s a m er e m ock ery .

5 . You ca n n ot h op e t o s u cc eed l
u n ess you dev el op p ers i sten ce
an d
pa t i en ce .

6 You w ill
. n ot re ce ive an i ncrea se in l
sa a ry l
u n ess o
y u S h ow

an i n crease in ‘
efiici en cy .

L ike, as— L ike is foll owe d b y a n o n or u p r on oun in th e

ob j e c tive case . c on j u n ct i on
A s is a an d i n t r oduc es a cl au se .

L ike can n ot b e su b st i t u t e d f or as or as if .

1 . Ol son l ooks lik e h is f ath er . Y es, a hd h e w or k s j u st as h is

f a t h er did .

2 . I l d lik e to h a ve a voi ce lik e you r s

S h ou .

3 . You m igh t d ev el op on e lik e i t if you wou l d , p r a c i

t c e a s I do .

4 . Mr B ru ce i s w a lki n g s l owl y a s if h e w er e ill

. .

E XE RCI SE 6

Wi th th e h elp of y ou r di cti on ary distin guish b etween ,

th e w or d s of ea ch p air in t h e f ol l ow in g li st D o n ot t ry .

t o st at e th e di ffer en c e b u t u se th e w or d c orr ec t ly in com

,

p l e t e s en t en c e s C om b i n e an y of .t h e w or d s i n sen t en c e s

as y ou lik e b u t giv e e ach i ts t r u e v alu e

,

a c cep t —x e cept i n v en t ory— i n v oi ce

ad vi ce— a dvi se l e ave—le t
a ff e ct— e ff e c t l es s— f ew
a s su r e — p r o m i s e l o se —l oose
c e n t e r — m i d dl e m or e— l a r ger
e x p e c t — h op e n u m b e r — q u an t i t
y
fix— m en d s i ck— ill

h ea t h y— h e a t h
l l fu l t ea ch — l ea r n

We m u st
pp ose th at w e h av e c ov er ed or exh au sted
n ot su

th e wh ol e wid e an d fasci n at in g fi eld of c or r ec t dic t i on .

L et u s h op e w e h av e d on e en ough t o acc ompli sh th r ee de

si r ab l e r esul t s :
54 E SS E N TI AL S OF BU S I NE S S E N GL I S H

1 . fu r n ish y ou wit h th e c orr ec t exp r essi on in m ost

To
c ases lik ely t o occur in y our p r act ic al exp er i en c e .

2 To m ak e y ou aw ar e of som e of t h e p r ob l em s an d p os
.

sib il it ies in th e ch oic e of w or d s .

3 To aw ak en y our in t er est in th e i m p r ov em en t of y our

.

dic ti on an d t o str en gth en y our t ast e f or c orr ec t an d r efin ed

exp r essi on .
56 E SSE NTI AL S OF BU S I N E S S E N GLI S H

c oun ty com m issi on er— t o wh om ever y ou sh oul d app eal t o

in y our c om m un i ty ur gin g t h r ee
,
of th e follow in g im
p r ov em en t s in y ou r n eigh b or h ood
pa vi n g ligh t i n g par k w ay cl ear i n g
, ,
-
, of i de w a lk s
s -
, m en di n g a

r oa d bu il di n g a b r i dge pu tt i n g
, up s ign post s
-
an d s p ee d

w a rn i ngs.

L et y ou r l etter c on si st of fiv e p ar agraph s : an op en i n g
p a r a g r a ph ; o n e f or e ach o f t h e t h r e e i t e m s y o u t r e a t of ,

n ot l ess t h an sixty w or ds ; an d a b r i e f c l os in g p ar ag r ap h .

Con su lt th e sect i on on l ett er s ( Ch ap ter XI I A ) an d p u t ,

y ou r h e adi n g a,
d d r ess s alu
,
t at i on c om p,
l i m en t ar y cl os e an d ,

sig n at u r e i n t o p r op er for m .

2 P r ep ar e a sp eech t o fill fiv e m i n ut es t o b e d eliv er e d

.

b efor e th e c oun cil or c om m i ttee askin g f or th ese sam e ,

im p r ov em en ts .

I n b oth t h e sp eech an d t h e l et t er l et y ou r p ar ag r aph s

‘

b e of th e kin d t h a t an n oun c e th e t opic in th e Op en i n g sen

t en c e .
 C HA PTE R V

CORRE CT ARRA N G EMENT

Th e n or ma l gem en t of wor ds in th e n orm al decl ar a
a rr an

t ive s e n t en ce i s— fir st t h e sub j e c t a n oun ; se c on d t h e

, , ,

p redic ate a ver b ; thi r d th e ob j ec t a n oun To th e two

, , , .

n oun s ar e atta ch ed t h e i r m odifi er s which ar e adj e c t iv es or

,

t h e e quival en t of adj e c t ives To th e ver b ar e att ach e d it s

.

m odifier s which are adver b s or t h e e quival en t of adverb s

,
.

Man y sen t en c es c on tai n n o ob j ec t ; m an y c on t ain n o

m odifiers ; b u t ev ery d ecl ar ativ e sen ten c e m akes a c om
p l e t e s t at e m e n t an d, e v e ry d e cl ar at iv e sen ten c e m ust h ave
a su b j e c t an d a p r e dic ate .

l . Fli es w ry g er ms .

2 . O rd i n a ry h ou s e-fli es c arr y t h e g er m s of di s ea se .

3 . Or d i n ry h ou se fli es , w h i ch
a -
b
ree d b y t h e t h ou sa n ds i n som e

negl ect e d a n d u nn ot i ced b i t of fil th ca r r y on t h e i r fe et a n d in th e

,

m i n u t e h a i r s w i th w h i ch t h ei r bod i es a r e provi ded u n t ol d n u m b e rs

,

of g er m s of typh oi d a n d perh a s o f oth er da n g er ou s di s ea s e s

p .

E a ch h ese th r ee sen ten c es; th ough th ey vary so

of t
g reatly in l en gth displ ays th e n or m al ar ran gem en t of (
,
1)
sub j e c t an d m odifier s (
2 ) v er b an d m odifier s ( 3 ) ob j ec t
‘

, ,

an d m odifi er s .

Thi s ar r an gem en t m ay b e v ar i e d f or sp e ci al pu rp oses

som e sp eci fic cfiect of cl earn ess or em ph asi s ; t h ese v ar i a

t i on s will b e di scussed in th eir p r op er pl ac es B u t wh at .

e v er th e ar r an g em en t of th e p ar t s of th e sen t en c e th e ,

c en tr al rul e of c orrect ar r an gem en t is th at th e m odifi er s

b e pl a c e d as cl ose as p ossi b l e t o th e w or d s th ey m odify A .

m ispl ace d modifier may r en der th e m ean in g d oub t ful ,

57
58 E S SE N TI AL S OF B US I N E S S E N GLI S H

t h ough in m ost c ases d can m ak e ou t easil y

it oes n ot —you
en ough t h e m ean in g i n t en d e d B u t th e awkw ar d an d som e .

t i m es ludic r ous eff ec t is un fort un at e Take th e ol d t i m er

“
-
.

t h at h as b een given in th e t ex t b ook s f or g en er at i on s I -

,

c ou n t e d t w en ty sev en m et eor s si t t i n g on m y b ack p or ch

-

th e m e an in g is of c our se un m i st ak ab l e b u t th e c omb in at i on
, , ,

is ab su r d an d t em p t s th e ligh t m in de d to a giggl e An d th e -
.

et c . or,
“
fau l t is so easy t o r em edy I si tt in g on m y b ack p or ch
S i t t i n g on m y b ack p or ch I
”
et c I n a w or d
,

, , .
,

p l a c e th e m odifi er as cl ose as p ossi b l e t o t h e w or d it m od

ifies or wh at am ou n ts t o th e sam e thin g pl ac e th e wor ds
, , ,

s o th at th ei r c on n e c t i on m ay b e u n m i st ak ab l e .

1 Wor ds th at are lik el y t o b e i n corr ect l y p l aced

. .

P er h ap s th e fir st wor d in fr equ en cy of m i spl ac e

men t is on ly

1 . On ly I s aw h im to day—h e wou l d r ec e ive l

n o on e e s e .

2 . I on ly s a w h i m to da y— I h a d n o c h an ce to S ea k t o
p h im .

3 I sa w on ly h i m t oday— h i s b r ot h er cou ld n ot com e

—h
. .

4 . I s aw h im on ly t oday e wa s en ga ged ye s t er da
y
.

Oth er m odifyi n g wor ds c ap ab l e of alm ost as m an y ad

justm en t s an d var i ati on s of m ean in g ar e n ot m erely cer , ,

tain ly, also, even , a lm os t, ever , n ever, en ou g h , n ear ly .

E XE RCI SE 1
Th er e ar e one un certain ties in each
or m or e e rr or s or

of t h e f oll ow in g sen t en c es Corr e c t th em I f an y of th e. .

sen t en c es ar e c ap ab l e of t w o c or r ec t ar r an g em en ts give ,

b oth Th e w or d s t o b e ch an ged ar e i t al iciz ed :

.

1 .
go t o cr i t i ciz e th e
I did n ot l ectu r e b u t to enj oy it .
(
As a m at
t er o f f a ct
you di d g o ) .

2 S en d a ls o you r ookl e t on
. b B i
u s n e ss E n gli sh to m y b r oth e r wh o
will s t u dy i
w t h me .

3 . I on ly m i ss ed th e t ra i n f or Om a h a b y t h ree m i n u t es .

4 . He b
w a s so em i t ter ed h e ev en h a t ed h i s r oth er b .

5 . He n ot on ly di slik ed , h e h a t ed ev en h is b roth er .
 ARRAN G E MENT 59

6 . He h a ted e v erybody—h e ev en h at e d h i s own b r ot h er .

b to h ave l ea rn ed l l a ci n g
“ I don t ever r em em th e
’
7 . er ru e f or t h e p
o f v e er .

8 . Ou r b i u s n ess h as a lm ost g rown b eyon d ou r p r esen t qu a r t er s .

9 . I n ev er e x p ect ed t o iv e so m any
r ec e or der s in on e w eek .

10 . A ll t h e m em b ers a r e n o t i n vi t ed .

11 . Th e t w o l a di es w er e n ea r ly d r e s s ed a lik e .

12 . Few m en ca n w r i te p er su as ive en ou g h copy to se ll th e ir

13 . I on ly dec i ded to t a k e r et u rn p assa g e on th e

“
A bi ra c
”
at th e
l a st m om en t .

14 . I can n ot fin d o n e of t h ose sh ee t s o f ca r on b pa per ; t h ey h ave

p r o ab bly a ll b een u s ed .

15 . He i s n ot ev en a bl e to ta ke th e fi rst st ep in t h e p rocess . We
n ev er e x pect h im t o l earn .

( Deci de wh en you sh ou l d u se n ever an d wh en n ot ev er ) .

1 6 W ill you w a i t a n d t a k e m y m a il ?
. I on ly h a v e t wo m or e
en v el opes t o d i r ec t .

1 7 Mr B r u ce w ill s ee you b u t h e on ly h a s tw en ty m i n u t es to giv e

. .
,

I don t th i n k it w ill b e o h a e th e v ch ec k ifi ed
’
18 . n ece s sa r
y t ce r t .

19 . You on ly vote i n p ropor t i on to th e n u m er b of s h ar es you

own .

2 0 Th e t w o wh
. i st l e s a lm os t sou n de d a t th e s am e m om en t .

21 . H e m er e ly n eeds to k n ow t h e t i t l e o f a b k
oo to te ll o
y u th e
au t h or.

22 . We sh a ll o n ly ta ke su ch c ot h n l i g as we sh a ll n ee d .

2 Th e p lace
. of correl atives — Wh en y ou us e th e cor

l iv es ei th er
r e at or , n ei th er nor , n ot on ly but also,

b oth an d, wh eth er m ust tak e c ar e t h at th e two

‘

or , y ou

p ar ts or e em en ts l h at th ey c onn ec t
t ar e of e qu al i m p or t an c e

an d of th e s am e ki n d .

1 .
B oth m y fa t h er a n d I n ten d t o go to S a n i F ran c sco i .

i t P anam a ; ill i t h er m y f a t h er
2 . E t h er m y fa t h er or I w g o o ne

n or I w ill go t o B zil
ra .

We sh a ll
il i m
m G l f N w O l
3 . s a e t h e r f r o a ve s t on o r r o e r e a ns .

ll il
We sh a sa n e t i m S h f m G l t n b ut
4 .
h e r f r o a va n n a n o r r o a v e s o ,

f rom N ew York .
60 ESSE N TI AL S OF B US I N E S S E NGLI S H

5 . We sh a ll e i th er s ai l f rom N ew Y k or or go by rai l f rom Ch i

ca go .

6 . Wh e th e r we go or r em a i n at h om e d epe n ds on th e st a t e of o u r

b i
u s n ess .

NOTE — Wh e t h er can n ot b e u sed w i th ou t or n or w i th ou t st at i n g

o r i m p l yi n g t h e a l t er n a t iv e You ca n n ot co r r ect l y say
“ ,

“
. I do n ot ,

k n ow wh et h er I sh a ll g o ”
I don t k n ow wh et h er I
“ You m u s t s a y ’
.
,

s h a ll g o o r s t ay I do n ot k n ow w h et h er I sh a ll go or n ot
” ”
or , , .

7 Wh eth er I g o to Pan am a or n ot m a t t ers li t t l e s i n ce n ot on l y

.
,

m y f a t h er b u t h is p a r t n er a l so w ill go .

E XE RCI SE 2

Wh en y ou h ave st udi ed th e for eg oin g ex ampl es c or rect ,

t h e f oll ow i n g

H My pa r t n e r ne i th e r h as tim e n or m on ey t o go t o Pa n am a .

i
N E t h e r m y p a r t n er w ill g o to S a n F i
r a n c s co o r L os A gln e es .

w I sh a e th er u d
ll i b il a m on o p l a n e
i s v aca t i on or a b i pl an e th .

A W h et h e r w e see t h e Ca n a l n ex t yea r d epen ds on ou r b u s i n es s .

m I fea r w e sh a ll n e i t h er go n ext yea r n or th e year a ft er .

m We sh a ll g o b oth f or r ea son s of pl ea su re an d profi t .

u Th e d el e ga t i on f rom t h e Bo ar d of Tra de n ot on ly w ill go to S an

F ra n c i sco b u t a l so to S ea ttl e .

8 We h op e b oth t o s ee Van cou v er a n d Vi ct or i a

. .

9 We h op e t h a t b ot h t h e s t a t e of m y f a t h er s h ea l t h an d h i s ’
.

a r tn er s w ill b e i m rov ed b e t rip

’
p p y t h .

i i
. l
3 Part c p es ut f p o o l ace — A v er y u sefu l b u t r ath er.

elu siv e w or d is y ou r p ar t icipl e I t seem s as if it h ad a w ill

.

of its own p ecu li ar l y i n cli n e d t o g o ast r ay in t h e sen t en c e

,

an d lik ely t o do m uch d am ag e in i t s w an d er i n g Th e m is .

pl ace d p ar ticip l e is so w el l kn own t o all stu den ts of style

th at it h as r e c e iv e d a s or t of j oc u l ar n ick n am e ; it is c all ed
“
-

”
th e d an glin g p ar t icipl e an d th e ph r ase th at it l eads w ith
”
it ,
th e d an gli n g ph r ase Th e f au l t can som et i m es b e
.

c u r ed b y r ear r an gem en t b u t ver y often th e sen ten ce m u st

,

b e p ar t i ally or en ti r el y r ew r i tten .

Th e fi r st thi n g t o do i s t o at t ach th e st r ay p art icipl e t o a

 ARRAN G E ME NT SI

no n u p r on oun Make it a r ul e th at th e p ar ticipl e or

or .

p ar ticipi al ph r ase th at in t roduc es a sen ten c e m u st b el on g

t o th e su b j e c t of th e sen t en c e .

W g S t di g
ron : th h an tw b t w n pp on h i g e s ore, o oa s er e s een a roa c n .

R igh t St di g
: th han I w tw b t
n
pp h
on i g e s o r e, sa o oa s a r oa c n .

W ron g : Com in g down on th e E l eva t ed , a i

s e r ou s ac c i den t wa s
i
w t n e s se d b y O so n l .

R ht :ig Com i n g dow n on th e E l ev a t ed, O ls on w i t n ess ed a i

s er o u s

a cc i de n t .

W ron g Com i n g u p t h e pa th a n i dea occu r re d to m e

: , .

Righ t Com i n g u p t h e p a th I con ce iv e d a n i dea

: , .

Wron g A f te r gu l p i n g down m y coff ee t h e t r a i n s t a rt e d

: , .

Righ t A f ter I h a d g u lp ed down m y coff ee th e t ra i n s ta rt ed

: , .

or

A ft er g u lp i n g down m y coff ee , I r u sh e d f or th e t r a in .

W ron g : i g
Op en n t h e door , lli n g Ob j ec t m et h i s eye s
an a ppa .

W ron g : O p en i n g t h e door h i s eye s f ell u po n a n a ppa lli n g ob j ect

, .

R igh t : Op en i n g t h e doo r h e s aw b efor e h im a n a ppa lli n g o b j ect

, .

W ron g : E xh a u ste d b y h i s h a r d day s w or k h i s s l eep w a s p r o

’
,

fou n d .

R igh t E xh a u s t ed b y h i s h a rd day s w ork , h e s l e pt p r ofou n dl y

’
: .

W ron g : A l m ost prostr a ted b y th e h ea t, th e ta ki n g of ou r i nv en

t o ry w a s pos t pon e d .

Righ t : A
l m ost p r os tra t ed b y t h e h ea t , we post pon ed th e ta ki n g
o f ou r i n v e n t o r
y .

W ron g Th orou gh l y di scou ra ged

: , a n ot h er ch a n ge of em l
p yo m en t

c on f ron t e d h i m .

R igh t Th or ou gh l y dis cou r a g ed

: ,
h e w as con r on ted f by a n ot h er

c h a n ge of em l o m en t
p y .

E XE RCI SE 3

Revi se th e foll owin g ,

r ew r i tin g wh en n e ess ar y c .

1 .
G
r a du at i n g f r om t h e st ock r oom t h e firm p r om ot e d L ewi s t o -
,

f an cy gr oce r i es .

2 L ooki n g down f rom t h e t h i r d st or y w i n d ow h e wa s p l a i n l y

.
-
,

s e en e n t er i n g a s a l oon .

3 G o i n g on f r om on e depa r tm en t t o a n oth er t h e wh ol e b u s i n e s s
.
,

b ecame fam ili a r to L ew i S '

.
62 E SS E N TI AL S OF BUS I N E S S E N G LI S H

4 . Com i n g i n to th e O ffice ea r ly , a h u ge b a t ch of m a il w a s s een

on th e m an a ge r s
k ’
des .

5 . B efore b ecom i n g a l
s a e s -m a n a ger ,
a ll b r an ch es of th e b i u s n ess

m u st b e w ell k n ow n .

6 . Upon lift i n g th e iv er a t i cki n g sou n d i s h ea r d

r ec e , .

7 Ab so rb ed a ll day i n p r ofe s si on a l deta il s t h a t con su m e a l l h i s

.

en er gy h i s e v e n i n gs a r e s pen t i n t h e m os t t r i fl i n g r ecr ea t i on s
, .

8 S i tt i n g i n m y office tw en ty five p eopl e ca ll ed m e to th e t el e

.
,
-

ph on e i n t w o h ou r s .

4 Th e infini t iv e ph ras e
.
— I t is u su all y c on sid er e d w r on g .
‘

t o all ow an y m odifi er t o c om e b et w een th e to an d th e ver b

to which it b el on gs in i n fin i t ive ph r ases su ch as to wri te to , ,

see,

an d is
“
to h am, to k n ow
c ll d h
a e t e s
.

plit in fi i iv
Thi s
n t
er r or ,

e
”
.
t oo, h as it s own n am e

DO n ot say

We re g r et t h at i t w a s i m poss ib l e t o i m m e di a tely a n sw er you r

l et ter .

Bu t say

to a ns w er i m m edia t e ly, or i mm edi a t e ly t o an s w er .

Do n ot say

We h av e
i n s t ru ct ed ou r s ecr et a ry t o in ever y p oss i b le w ay aec om

m oda t e ou r f r i en d
y .

Bu t say

to accommod a t e in p ossib l e wa y, in
ev ery or ever y po ssi b le way
t o accom m oda t e .

E XERCI SE 4

Cor rec t th e foll owin g

1 . All ow th e t bl t t
a el w ly di o s o s so lve u pon t h e t on gu e .

2 . I h op e t o p r om pt y l com p et e l th e c ou r s e an d to s u ccess u f lly

p a ss x
t h e e a m n a t on i i .

3 . Th e t r a de -
i s t h e m ea n s b y w h i ch I a m a l e t o n u m i s
n ame
'

b
t ah a b ly fix th e g ood w ill I h av e f or t h i s ar t i cl e of m er ch an di se .

4 . Th e t r a de -
n am e give s an O ppor t u n i ty to a l w ay s con n ect good
wil l w i t h goods a f ter t h ey h a v e l ef t t h e h an ds of th e pr odu cer .
64 E S SE N TI AL S OF B US I N E S S E NGLI S H

6 . Th e arr an g ement of m at eri al i n t

sen en ces — I t is im
p ossib le t o give form al r u l es ab ou t th e m akin g of sen t en c es .

A sen ten ce sh ould exp r ess a c om pl ete t h ou gh t ; if th e

t h ough t is si m pl e th e sen t en ce will n atu r all y b e sh or t an d
si m p l e ; if th e t h ou gh t i s c om pl ex wi t h sh adin g s an d ex cep,

t i on s th e sen t en c e b e c om es m or e c om pl ex an d i n v olv e d
,

in or de r t o exp r ess th e th ou gh t ; if y ou h ave t w o id eas

or t w o S id es of an id e a t h at ar e s o cl osel y u n i t e d th at y ou

can n ot s ep ar at e t h em y ou m ay p u t t h em i n t o on e sen t en c e
, ,

j oi n in g th em wi th th e p r op er c on j u n ct i on All th r ee kin ds .

of sen t en c es ar e g ood wh en th ey ar e g ood .

A s y ou gai n exp er i en c e in w r i t i n g an d sp eaki n g y ou

will fin d th at y ou r th ou gh t s t en d t o flow in t o g ood sen ten c e
f or m s Ther e ar e a f ew i tem s of adv i ce an d c aut i on ab ou t
.

th e or g an iz at i on of y ou r m at er i al i n t o sen t en c es t h at w ill
h elp y ou in th e b egin n in g .

On th e wh ol e it is b etter t o ar r an ge y ou r m at er i al in
,

sh ort c on cise sen ten c es D on t b e afr aid of a l on g com ’

,
.

p l ex sen t en c e wh en y our th ough t flows n atu r ally in to

t h at f or m— b u t see t h at it b e c om p ac t .

A v oi d th e l on g l oose fl owi n g sen ten c e such as thi s

’

, , ,

I am n ow w r i t i n g which a dd s on ph r ases an d cl au ses un t il

on e l oses h i s w ay am on g th em
,
an d d oes n ot k n ow wh at
,

to do wi t h th e orph an m odifi e r s th at h e fi n d s w aili n g b e

sid e th e p ath wi th n o m ot h e r l y n ou n or f ath er l y v er b u p on

wh ose b osom th ey m ay r est or b esid e w h ose h ear th st on e

,

t h e y a r e e n t i t l e d t o S it .

I n stea d of a l on g sen t en c e c on si st i n g of th ese me

ch an i cal ly j oi n ed el em en t s t h r ow y ou r th ough ts i n t o Sh or t
, ,

com p l et e sen t en ces Th en sh ow th e essen t i al u n i on am on g

.

t h ese b y arr an g i n g t h em in a p ar ag r ap h Th e sh or t sen .

t en c e is lik ely t o b e m or e su cc essfu l in b u si n ess w r i t i n g

th an t h e l on g sen t en c e B el ow ar e giv en a f ew p assa g es
.

th at y ou will b e ask ed t o r econ st r uc t wi th a ser i es of b r i e f ,

 ARRAN G E ME NT 65

m or e c on cise sen ten c es Wh en y ou r ec on struc t th em .

,

h owever m ake su r e th at you m ak e r eal sen ten c es D on t

,
.
’

cu t th em up i n t o se c t i on s s om e of which ar e on l y ph r ases ,

or cl au se s or oth e r d et ach e d p ar ts of sen ten c es

,
Mak e .

an y ch an g es y ou see fit in r e c on st r uc t i n g t h e p assag es -
.

E XE RCI S E 5

Recast th e foll owi n g p assag es m aki n g as m an y sen ten c es ,

as y ou t hi n k n e c essar y O m i t or su pply c on n e c t ives at .

y ou r d i sc r e t i on .

1 M . gi g b i
ana i lik
n t ai g h ip i m h
u s n ess s e s ee r n a s nas uc as no

m tt
a h w w ll b il t
er o v lm yb
e
-
wh t p d h m y d v l p
u a e sse a e, or a S ee s e a e e o ,

sh e w ill ne v er r ea ch por t u n es s l t h er e i s a m an at l
t h e h e m wh o c an

s t e er , a n d so m a ny b i a w ith b ig i d
u s n e ss a ea b hi e nd it , and f u ll of

vi t a l p r o fit -
m a ki g p i b ili t i h g
n oss es as on e on th e r oc k s beca u se t h e
m an at t h e w h ee l
good m a n a ger a n d
wa s n ot a , t h i s a ppli es w i th
dou b l e fo rc e t o t h e sm a ll b u s i n ess t h a t i s n ot yet u n der w ay f or ,

w h il e i n a b ig b u s i n e s s fa u l t s i n m a n a gem en t m ay b e o ve r com e a ,

y o u n g a n d s t r figg li n g b u s in es s m u s t b e m an a g ed r igh t if i t i s t o
‘

grow .

2 Th e E n gli sh Co op er at iv e Wh ol es al e S oc i ety O p er a t es t h e b ig
.
-

g est fl ou r m ill s an d t h e b igg est sh oe f a ct ory i n al l G r eat B r i t a i n it ,

m a n u f a ct u r es w oo l en c l ot h s a l l ki n ds o f m en s w om en s a n d ch il
,
’
,
’
,

d r en s c l ot h i n g a do z en ki n ds o f p r epa red foo ds a n d a s m a n y h ou s e

’
, ,

h ol d a r t i cl es i t ope r a t e s c r ea m e r i es i t ca r r i es on ev ery b ra n ch o f t h e
, ,

r i n t i n g b u si n ess i t i s n o w b u i n g coa l l a n d s i t h a s a b a co n f c
p , y a ,

t ory i n D en m a r k a t a ll ow a n d oil fa ct ory i n A u st r a li a i t gr ow s t ea

, ,

i n Ceyl on a n d t h r o u g h a l l t h e p u r ch a s i n g don e b y th e s oc i ety r u n s

,

t h e g en er a l pr i n c i pl e o f go i n g d i r ect t o t h e sou rc e of p r odu ct i on ,

wh e t h e r a t h om e o r a b roa d so a s t o sav e com m i s s i on s o f m i ddl em en

,

a n d a g en t s .

3 Th e b e gi n n er i n a n y ki n d of b u s i n e s s sh ou l d n ev er b e a f ra i d
.

to a sk a s en s i b l e q u e s t i on b eca u se m a n y m i sta k e s h a v e b een m a de i n

bu s i n es s b y gi r l s e speci a lly t h ose wh o h ave n ot b een a t w ork l on g
, ,

wh o t h ou gh t h ey d id n ot u n der s ta n d w h a t w a s w an t e d o f t h em
d i slik ed t o a sk so a s t o b e t ol d m or e f u lly p r ob a b l y h avi n g t h e ,

f eeli n g th a t on e w h o can g ra sp a S i t u a t i on r ea dily a n d n ot h av e

t o a sk qu es t i on s w ill b e c on s i der ed p a rt i cu l a r ly b r igh t a n d gi r l s ,
66 E SSE N TI AL S OF BUS IN E S S E N GLI S H

o ft en th i n k th ey w ill n ot a ppea r to th e best a dv an ta ge if th ey do

n o t g ra s p a t on ce w h a t i s w a n t ed w h il e t h e fact i s i t i s t h e on e
,

w h o n ev er m a k e s m i s t a k e s w h o i s v a l u ed m or e t h an t h e on e w h o
a ppa r en t ly g r a s p s t h e s i t u a t i on b u t i s n ot su re en ou gh t o do pr op er l y
,

wh a t i s exp ect ed of h er .

7 Th e
. arr an g ement of sent en ces i n th e par agr aph .

Th er e is n o on e g ood
gin g your sen t en ces in t o
w ay of arr an

p ar agrap h s Th e b est p ar ag r aph s are th ose th at as it

.
,

wer e fl ower ou t n at ur ally in to sen ten c es D on t g et it

,
.
’

in to y our h ead th at th er e is an y on e good kin d of p ar a

—
gr aph al l kin ds are g ood wh en th ey ar e g ood Th er e ar e .

th r ee w ays of arr an gin g a p arag r aph th at a y oun g wr i t er

or s ch ol ar m ay b ear in m i n d :

1 Y ou pl ac e y ou r t opic sen t en c e fir st Th en y ou am
.

. .

p l i f y e xp an d illu
,
st r at e i t em iz e,
d efin e cl ar if y or e
,
n f or ce ,
-

i t in an y w ay y ou see fit .

2 . Y ou l ead up to yo ur to pic sen t en e c b y y ou r x am pl es

e ,

sp ecific at i on s, an d ot h er am p l ificat ion s —th en give th e t opic

sen t en c e l ast .

3 . Y ou c om b in e th e two— pl ac e y ou r t opic sen t en c e first ;

t h en am plify t h en su m u p , or r ei t er ate y ou r t opic at th e ,

en d .

8 Th e
. arrang ement of matt er i n p ar ag raphs — Th e m ak
in g p ar agr aph s will h ave t o b e discusse d again un der
of

cl earn ess an d u n d er eff ec tiven ess For th e p r esen t study

,
.
,

th e th r ee p ar agr aph s giv en b el ow as illu str at i n g t h e t h r ee .

m ai n kin d s of arr an g em en t Fi n d th e t opic sen t en c e in .

each

“
.

1 Th .
p iv t b ed
”
m r m f t i
a e g g d t
ran ll w i th in an , an u a c u r n oo s o se

th t t f m
e s a e o f t i i th b ianu t t m k
a c u r e,
p ts t i n e u s n es s n o o a e a re u a on ,

b u t t o m a k e m on ey an d ke
i dly H en ce h i s s ch em e i s
to m a it r ap .
,

t o doct or a n d do s e t h e foods i n w a ys c a l cu l a t ed t o ch ea p en t h e cost

of
p ro d u c t i on H e e m
. l
p yo s t h e ch e a
pest h el p ; h e b u ys t h e r a w
p r o du c t s a t t h e l ow es t p r i c e ; h e ev en b u ys t h e ca s t off r o du ct s o f
p
-

l e gi t i m a t e f a ctor i es a n d b y th e u se of ch em i ca l preserva t ives an d

,
 AR R AN G E M E N T 67

l i g m ak es th em i n to foods sold to cu stom ers a s pu re wh ol esom e

co or n

com e st i b l e s — N a t i on a l Food Mag azi n e qu ot ed i n

.
“A dv ert i sin g a s a
,

B u s i n e s s F or c e (
”
Adapt ed )
.

2 I m a gi n e t h a t you a r e a d ru ggi s t i n a s m a ll town

. S u ppose .

t h a t a wom a n com es i n t o b u y t w o ou n c es o f ca m ph or a n d i n ex ch an ge
giv es you t h r ee eggs I n a f ew m om en ts p erh a p s a m an en ters t o
.
, ,

b u y a sa fety r a z or an d b r i n g s w i t h h i m w h ea t en ou gh t o p ay t h e
,

b ill An oth er a ga in w i sh es t o t ra de a t u rk ey f or a fou n t a i n pen

.
, , .

You ca n r ea d il y s ee t h e i n con v en i en ce t o w h i ch you w ou l d b e p u t i n

s u ch ex ch an g es o f a c t u a l com m o d i t i e s ; ye t t h i s w a s t h e m e t h od u s e d

i n p r im i t iv e t i m es a m eth od c all ed b art er

,
“
B u h lig B u s i n ess
.
-
,

E n gli sh
”
.

3 Th e difli cu l ty i n m a ki n g t h e v a l u a t i on o f t h e cou n t ry s ra il
’
.

r oa ds h a s b e en i n gett i n g j u n i o r e n gi n ee r s w h o can pa ss t h e c ivil

s er vi c e ex a m i n a t i on s Th er e h a v e b een a b ou t s ix h u n dr e d a pp li ca n t s
.
,

b u t com par a t iv e l y f ew h a v e p a ss e d t h e t e st b ecau s e of l a ck of ex po

,

r i en c e A l a rge n u m b er of can di da t es h a v e com e a l most di r ect f rom

.

t e ch n i ca l sch ool s Th e com m i s s i on h a s ex per i en ce d n o t rou b l e g et

.

t i n g s en i or en gi n eer s a s com pa r a t iv el y f ew a r e n e ed ed ; rodm en li n e

, ,

m en a n d com pu t ers a r e p l en t ifu l

, B u t t h e wh ol e or ga n iz a t i on h a s
.

b een r eta r ded by th e sh ort su pply of j u n ior en gi n eers to m ak e u p

t h e fi el d par t i es .
 G E N E RAL E XE RCI S E S IN B U S I N E SS CO M P OS I TI ON

1 . Wri te a lett er t o y oiI r fam ily n ew s p ap er to c al l at t en

t i on
a ) To t h ef acil i ti es aff or d ed b y y ou r p u b li c r eadin g r oom -

or sch ool l i b rary

i S eats l igh ts an d oth er p h y sic al com for ts

.
, ,
.

At t en d an c e con v en i en c e of acc ess t o t h e m a

'

11 .
,

t er i s l .

iii . P er i odi c als an d b ook s .

b ) To th e Op p or t u n it i es f or in t ell ect u al i m p rov em en t in

yo ur t ow n or n eig h b or h ood

i . S ch ool s .

ii . L e c tu r es, pl ay s ,
ser m on s .

iii . Club s .

iv . I n dustr i es
ccup ati on s an d o .

Ch oose on e or t h e oth er of t h ese t opic s acc or di n g t o th e ,

ch ar act er of y ou r n eigh b or h ood Y ou will n ot i ce th at in .

on e t opic t h r ee p ar ag r ap h s ar e su gg est ed in th e oth er fou r ,

.

Thi s c ov er s on ly th e b ody of t h e l etter Y ou w ill n eed .

in e ach case an in t r oduc t ory p ar ag r ap h an d y ou m ay a dd ,

a c l osi n g p ar ag r ap h if y ou th i n k y ou n ee d i t .

Con sul t t h e s ec ti on on l ett er s (Ch ap t er XI I A ) an d m ak e ,

su r e t h at y ou h av e th e form al p ar t s of y ou r l et t er r igh t .

2 P r ep ar e a fiv e m i n u t e t alk on t h e same t opic t o b e

.
-

giv en at a b an qu et or a m ass m eetin g w h er e oth er sp eech es

ar e giv en on oth er asp ec ts of y ou r c omm un i ty lif e .

N ot e c ar efully an y difier en ces y ou m ak e b etw een t h e

wr i tten form an d th e for m t o b e sp oken .
 CH A PTE R V I

V OCAB ULARY

Your l
voc ab u l ary c on sis ts of all th e w or ds y ou
t ot a
kn ow th e m ean i n g of — wh eth er y ou u se t h em y ou r self or
on ly u n d er s t an d t h em w h en y ou h e ar or r e ad t h em . As a
p r act i cal fact m os t of u s h av e t h r ee v oc ab u l ar i es th at ov er
l ap on ly sl igh tly ()
1 : t h e c o m p arat iv e ly sm a ll a n d i n t i
m at e li st of w or ds we u se f or c omm un i n g w i th t h ose w e
k n ow b est ou r fam ily an d ou r ch um s ; (
— 2 ) th e l ar g er an d
m or e sp eci aliz ed li st w e u se in ou r b u si n ess an d aff ai r s an d ,

in ou r l ar g er ci r cl e of acqu ai n t an c es ; an d ( 3 ) th e l ar g e an d
ev er g r ow in g li st th at w e u n d er st an d w h en w e r ea d wh en
-
,

w e li sten t o th e d r am a wh en w e h ear a p u b lic sp e ak er

,
.

I f y ou h av e n ot st udi ed t h e m att er b efor e y ou w ill fin d

,

t h at y ou h av e a l ar g er v oc ab ul ary th an y ou t hi n k Y ou
.

c ould p r ob ab ly u se 2 5 00 or 3000 w or ds Y ou c ould in t elli

.

gen tly r ead th r ee or four t i m es th at n um b er B u t sin ce a

.

c om plete E n glis h dic ti on ary c on t ai n s ab ou t E n gl i sh

wor ds y ou w ill sc ar c ely p lum e y our self on t h e siz e of y ou r
,

voc ab ul ary .

Y ou n ee d t o in c r ease th e siz e of y ou r ac t iv e v oc ab ul ary ,

n ot in or d er t o u se m or e w or d s ; y ou n eed t o kn ow m or e

w or ds so as t o ch oose th e r igh t on es —th e m ost effec tiv e

f or y ou r p u r p ose I n c r easi n g y our su pply of w or d s ao
.

t u al ly op er at es t o r edu ce th e n u m b er y ou u se f or a giv en
p u r pose b ecause i t offer s y ou th e ch an c e t o ch oose th e
,

most accur at e an d telli n g w or ds .

Ev ery b ody exc ep t t h e m ost exp er t lit er ary m an on th e

,

69
70 E S S E N TI A L S OF BU S I N E S S E NG L I S H

on e h an d an d th e gl ibb est ign or amu s on t h e oth er knows

, ,

m or e th an h e can t ell H ow oft en y ou your self h ave t o

“
'

say ,
I k n ow Wh at I m ean b u t wh en I t ry t o tell it it
d oesn t soun d r igh t ! H ow often you h ave t o say I see I
’ ”
,
“ ,
,

h ave n ot m ade y ou see wh at I m ean A n d thi s m or e of ten.

,

t h an n ot i s b ec au se y ou can n ot fin d th e r igh t w or d
,

th e on e y ou h av e exp r essin g y ou r th ough t on l y r oughl y

,

an d c r u d el y .

'
B esid es th er e is thi s i n ter est i n g f a c t ab out w or d s
,

th ey n ot on ly exp r ess th ou gh t an d f eelin g ; t h ey al so

aw ak en t h em Wh en y ou learn a n ew w or d an d its m ean
.

in g n ew vi st as ar e Op en ed in y ou r mi n d ; y ou fin d you
,

h ave acquir ed n ot m er ely a n ew w or d b u t a g uide in t o n ew ,

w ays of thin kin g an d in to n ew fi eld s of th ough t You can .

see th en h ow i m p or t an t an d f ar r ea chi n g an i n fl u en c e in
, ,
-

y o u r e duc at i on i s t h e a cq u i si t i on of n ew w o r ds .

Th er e ar e t wo di r e c t i on s in which y ou r v oc ab ul ary n ee ds
im p r ovin g :
Fi r st in r an ge ; t hi s m ean s th e c on st an t addit i on of n ew
,

w or d s .

S ec on d in accu r acy ; thi s m ean s th e st udy of th e w or ds

,

t h ei r hi st or y t h ei r m ean i n g t h ei r u se in sen t en c es an d th e
, , ,

dev el op m en t of an ever fin er sen se of di sc ri m i n at i on am on g

w or d s .

B u t it i s n ot su ffici en t t o advi se a stu d en t in t h e b li t h e ,

m an n er of m ost of th e b ook s t o r ea d a g reat m an y good ,

wr it ers an d t o stu dy h is dic t i on ary ; t o b e r eally h elpful

.

We m u st b e m u ch m or e sp e cific an d m uch m or e p r a c tic al .

Thi s ch ap ter will sugg est som e d oz en p r oc esses b y which

y ou can i m p r ove y our v oc ab ul ary Y ou can n ot u se the se
.

on c e an d h ave d on e wi th th em As y ou g o th r ou gh thi s
.

b ook f or th e firs t t im e y ou m ay n ot fin d it p ossi b l e t o

,

follow ou t al l th e su ggestion s in al l t h ei r de tail s Bu t so .

l on g as y ou are a studen t an d in ter ested in im p r ovi ng

,

,
72 E S S ENTI AL S OF BU S IN E S S E NG L I S H

2 . Th e k n ocki n g ou t of a f oot b all l

p ya e r i s du e t o sh oc k or to
e xh a u st i on .

1 . Th e em er gen cy s u pp li e s n e e de d a re a f ew n a r row ga u z e
b a n da ge s ,
t w o R e d C r o s s fir s t -
a id pa c k et s , an d s u ch t hi n g s as th at .

2 . Th e e m er ge n cy s u pp li es n ee d e d a r e a f ew n a r r ow gau z e b an d
a ge s ,
t w o R e d C r o s s fir s t -
aid p ac k et s, a ro ll of ru bb er p l a ster ,
a tw o
ou n c e b tt l
o e of a r om a t c i sp r i its of a m m on a , i a s h a r p k n if e , a pa i r
of i
s c s sor s, an d a f ew f
s a e t y a n d c om m on pi n s .

E xE RCI SE 1
Con t i n u e t h efoll ow i n g li sts ei th er u n til th e ser i es ,
is
c om pl et e or un t il y ou h av e giv en a s en s e of t h e v ar i e ty
,
or

t h e l ar g e n u m b er of ob j ect s i n v ol v ed
1 To w r t e p r a ct ca
. i
i l E n gli s h cor r e ct ly call s f or a k n ow l edge of
g i l
r a m m a t ca g lli n g a n d so f or t h
u sa e, S p e , .

2 S h i pper s w h o h a v e a dopt e d c ell u l ar b oa r ds f or p a cki n g a r e

.

m a ki n g gre at s a vi n g i n st or a g e spa ce p a cki n g cost s a n d a l l t h a t , ,

s or t o f t hi n g .

3 . f u r n i sh you r offi ce con v en i en t l y a n d a t t r a ct iv ely you w ill

To ,

n e e d a des k ch a i r s a n d s u c h t h i n g s a s t h a t
, , .

4 I t i s p os s i b l e t o d em on s t r a t e t h e i n cr ea s e d effi c i en cy i n t h e
.

h om e w h er e t h e t i m e a n d l a b o r o f se r v an t s a r e r e p l a ce d b y m ach i n e ry
—v a cu u m cl ea n er s e l ect r i c st ov e s an d a l l t h a t s or t of t hi n g
, , .

5 Th e ci t y w ill g r a du a lly a cqu i r e con t r o l of p u b li c u t ili t i e s g a s

.
, ,

w a t er , an d s o f or t h .

3 . Usep ecific w or ds rat h er t h an g eneral t erms — Th e

s

u se of s p ecific w or ds is lik e th e u s e of a g ood p ar a g r ap h ,

st r u ct u r e so c en t r al a p oin t of g ood w r i t i n g t h at w e h av e
'

t o c on sid er it in sev er al c on n ec ti on s S p ecific w or ds are .

n ec essar y f or cl earn ess ; t h ey ar e i n di sp en s ab l e f or

em p h asi s ; th ey m ak e f or si m pli ci ty ; t h ey c on duc e t o p er

su asiv en ess Y ou sh ould t h er efor e cul t iv at e th e h ab i t of

.
, ,

s u b st i t u t i n g t h em w h en ev er p ossi b l e f or en er al t er m s an d
g ,

y o u sh ou l d l ea r n h ow t o an aly z e a v ag u e g en er al t er m i n t o

it s c om p on en t sp ecific on es .

S u p p ose y ou say y ou h av e b ough t th e h ar dwar e f or y our

n ew h d m e S et y ou r self t o an aly z e t h e term h ar dwar e in t o
.
 VOCABULARY 73

p ecific var ieti es ; you will p r ob ab ly a cqu i r e sev er al

“
it s s

n ew w or d s in t h e p r oc ess Y ou s ay W e r ai se all m an n er
.
,

of v eg eta bl es in ou r g ar d en S pli t up th e gen er al t e r m

”
.

v eg e ta b les i n t o as m an y sp e cific v ar i et i es a s y ou w oul d fin d

in th e or din ar y g ar d en N ote t h ese ex am pl es .

~

1 I li t tl gl
. n a f m l l k i d f w i ld f l w
e en on ou r bl m d ar a n s o o er s oo e

i n t h e S p r in g .

2 In a . tt li l e gl en on ou r fa r m on e cou ld fin d bl oom n i g in
A p r i l~ h ep a tic as , t r i l li u m s , v i o l e ts , an d m a r s h m a r i g o l ds
-
.

1 . I sh ou l d lik e t o g o t o s om e q u i e t p la ce , b il d m
u e a s m a ll h ou s e ,
ha ve s om e flow er s g
i n m y a r den f or t h e e e s , b an d li v e a l on e
“
.

2 . I w ill i
a r se an d go n ow , g o t o I n n i s f r ee
and
An d a sm a ll ca bi b il
n u d t h e r e o f c a y a n d w a t t e s m a del l
Ni n e b ea n -
r ow s w ill I v h a e t h e r e , a h e f o r t h e h on ey-b ee , iv
A n d d w ell l gl
”
a l on e i n t h e b e e ou d a de
-
.

EXE RCI S E 2

Wr i te sen ten c es an alyzi n g in t o sp e cific t er m s th e gen er al

t er m s i t aliciz e d in th e f ol l owi n g sen ten c es :

1 . E a ch s tu den t i s p r ovi ded w i t h t h e s et o f b ook s h e needs f or

d ou bl e - e n t ry b kk oo eep n i g .

2 . Co l or a do
’
s o u t pu t of m i n er a ls i s v a l u ab l e .

3 . Th e o ffice for ce i
c on s s t s o f s e v e n m en .

4 . Wh il e h e w a s in Coll ege h e s t u d ed ai grea t dea l of m a t h em a t ics .

5 . On e wh o live s in h i s ow n h ou s e i n a l a r g e c i t y fi n ds h i s t a x es

v ery b u r den som e .

6 I n t h e gr ea t t ech n i ca l s ch ool of Co rn e ll t h ey t r a i n
. en g i n eer s .

7 P r of e s sor Mor t on i s m a ki n g an e x h a u s t iv e s t u dy o f
.
fu el .

4 . Use your di ct i onary wi th

i nt ellig ence and p er si st
Th er e ar e at l e ast el ev en i t em s y ou m ay at t en d t o
'
en ce — .

wh en y ou st udy a w or d in your dic t i on ary N ot all th ese .

a r e al w ays t o b e att en d e d t o S om et i m es y ou l ook u p th e .

wor d f or th e sp ellin g al on e ; som et im es f or th e qu ickest

an d m ost ob vi ou s d efin i t i on al on e B u t it is p r ofit ab l e t o .

m ake f requ en t d eli b er ate study of w or d s f oll owin g in de ,

t ail th e pl an given on th e n ex t p ag e .
74 E S SENT IAL S OF BU SI N E S S EN GL I S H

1 . W h en y ou ur n t t o th e wor d y ou ar e in ter ested in ,

n ot ic e th e sp elli n g . I f it is a wor d y ou did n ot kn ow

b efor e w r i te ,
it ou t .

2 . N ot ic e th e p r on u n ci at i on ; if it i s a n ew w or d or
on e t h at o
y u h ave m isp r on oun c ed , p eat
re it al oud sev er al

i
t m es .

3 Wr ite ou t
. i fl ci giv
an y !
n p ast ten ses
e t on s en — pl u r al s,
,

p ar t i cipl es et c ,
.

4 N ot ic e it s d er iv at i on ev en if y ou kn ow n o l an gu age
.

oth er t h an E n gli sh I t will give y ou som e id ea of th e

.

r ichn ess of y our l an gu a g e t o see th e v ar i ety of sou r c es

fr om which it h as dr awn it s w or ds .

. n n —
5 N ot ic e h ow m an y m ea i g s it h as 1 2 3 et c S tudy , , , .

th ese .

6 I f th e d efin i ti on c on t ai n s w or d s y ou do n ot kn ow
.
,

l ook th ese u p at on c e .

7 I f y ou ar e di r ec te d t o see an oth er w or d do n ot
.
,

n e gl e c t t o d o it .

8 I f th er e ar e syn on ym s given l ook up all th ose wh ose

.
,
-

m ean i n g y ou d o n ot kn ow .

9 Re a d all t h e d er iv at ives n ot in g th e p r on u n ci ati on

.
,

an d sp ellin g .

1 0 I f y ou ar e u sin g an u n ab r idge d dic t i on ary r ead th e

.
,

quotati on s given t o sh ow th e u ses of th e w or d n ot icin g th e ,

d ate of th e ear li est i n st an c e .

1 1 Use th e w or d y ou or igi n all y l ook ed f or an d an y

.

oth er s y ou h av e l e ar n ed in th e p r oc ess if th ey seem t o b e ,

u seful an d c on g en i al w or ds I t is w ell to keep a li st of .

p r om isin g w or ds wh er e y ou set down as y ou study all , ,

th e w or d s y ou l ear n th at h av e t o d o wi th such afiair s as

'

y o u a r e c o n c e r n e d i n a n d such su b j e c t s as y ou ar e in t e r
,

e st ed in O f c ou r se y ou will c om e up on m an y w or ds in
.
,

y o u r dic t i on a r y s t u di es f or whi ch y ou will n ot h av e u se

rar e and l ear n e d w or d s m er e b ook w or d s pu r el y li t er ary , ,

 VO CABULAR Y 75

w or ds Th ese you n eed

. n ot add t o y ou r li st un l ess t h ey
,

esp e ci all y in t er est y ou .

E xE RoI SE 3

S tu dy wi th y ou r dic t i on ar y th e foll owin g wor d s apply ,

in g , wh er e p ossib l e th e el even st ep s of th e p r oc ess given

,

b v
a o e :

b l
a a n ce fi n an ce
b i
u s n e ss gu a r an ty
colla t er a l i n t e r es t
com m od i t y op t i on

W r i te sen t en ces illu str atin g

Th r e e of t h e m ea n i n gs of b a la n ce .

Tw o of th e m e a n i n gs of c ol la t er a l .

Tw o of th e sn on ym s o f fin a n c e
y .

Th e fi n a n ci a l m ea n i n g of i n t er es t .

Th e pr i m a ry m ean i n g of t ar ifi
’
.

5 Read b ook s t h at wi ll gi v e you n ew wor ds an d vari ed

.

uses of Wor ds — Th e st or i es in t h e ch eap W e e kli es an d

m ag azin es, an d th e p or ter s

ws in t h e m or n in g p ap er s
’
re ne

ar e n ot likely t o c on t ain an y w or d s t h at do n ot al r ea dy

b el on g t o y ou Read st an d ar d au th ors ; r ead ser i ous m aga

.

zin es an d th e im p or t an t weekli es ; r ead th e t r ad e c at al ogu es

an d t h e t r a d e j ou r n al s of th e b r an ch es of b u si n ess y ou ar e

i n ter ested in A s y ou r ead jot d ow n th e w or d s th at i n t er est

.
,

or puzzl e y ou S tu dy t h em wi t h y ou r d ic t i on ar y an d ad op t
.
,

th em i n t o y ou r lis t if t h ey ar e p r om i si n g
S tev en son s essay on
’ “ ,
”
Ch ild s P l ay sup p li es th e f oll ow
’
.

in g w or d s th at w ou ld i n t er est a y ou n g re a der : r i b aldr y ,

clam an t, fig m en t, e n via b l e, oi
p g n an t, visi tan t, s oci olog ize,

im i ta b le, n on ch al an tly, dem ean , b ag man , m im etic, divag a

ti on , n eop h y te, b em u se d, b esides d oz en s of ch arm in g an d
effe ct ive c omb in at i on s of fam il iar w or ds . To b e s ur e ,
m ost
of th ese w or ds b el on g in liter ar y wr itin g an d n ot m an y of
76 ESSENT IAL S or BU S I N E SS G
E N LI S H

h
t em —
p e r h ap s on ly en via b le, imi tab le, dem ean (
b e su re to
th e m e an i n g
is l ast of th w or —
d ) w ou l d seem
g et c orr ect

lik el y t o b e u sefu l t o a p r ac t ic al wr iter . B u t t u rn at r an d om

t o a p ag e of a m ail or d er c at al ogu e -
. Th e t wo p ages I
h app en on off er m e S tr a divar iu s : , C r em on a,
b ass b ar , -

flam y m ap le , p u rflin g , h a m es, b ill e t, ter r e t, win k er —

s tay,

t u g s, l atig oe, dee, m ar tin g ales, cock eyes, h ou sin g s, n u b ia

‘
-
.

6 L ose
. h t o h ear a g ood spe ak er —Tr y t o h ear
n o c an ce .

th e sam e sp eak er m an y t i m es We do n ot g et th e sam e

.

am ou n t o f k n owl ed g e ab ou t a w or d wh en w e h ear i t sp ok en

as wh en w e st u d y i t t h or ou gh l y in ou r dic t i on ar y b u t we ,

g e t i t s s e t t i n g i n t h e s en t e n c e an d i t s p r on u n ci a,
t i on t o ,

geth er w i th a sen se of th e flow of w or ds whi ch is very ,

i m p or t an t t o ever y stu d en t of l an g u age sp oken or w r i tten , .

Y ou soon l ear n th at t h er e ar e r e al an d i m p or t an t di ff er
on ces am on g t h e t h r ee v oca b u l ar i es t h e w r i t i n g v ocab u l ar y
-

t h e p u b li c sp eaki n g v oc ab u l ar y an d th e c on v er s i n g v ocab u
-
,

l ar y .

7 Ad ap t th e same m at eri al t o diff er ent purp oses or

.

di ff erent p er son s — P er h ap s n o si n g l e e x er ci se wi l l t ell y ou

s o m u ch ab ou t y ou r ow n a ct iv e v ocab u l ar y or s o su rel y ,

for c e y ou t o en l ar ge an d oth er w i se im p r ove it as th e on e

h er e i n dic at ed Y ou will n ot ic e t h at p u tt in g t h e sam e
.

m ater i al fi r st i n t o a l et t er or an ar t i cl e an d th en i n t o a
sp ee ch or an ar gu m en t a r e e sp eci all y h el pfu l .

E X E RCI SE 4

Y ou h ave b een in th e c ou n tr y an d y ou m i ssed th e t r ain

t h at y ou sh ou l d h a v e t ak e n h om e W r i t e an e xpl an at i.on

I . To you r pa r t n e r or l
e m p oye r .

2 . To you r m ot h er .

3 . To a cu s t om e r or a c li en t wh o w a s x pect i n g
e t o m ee t you .

4 . To y o u r ch u m .

8 Th e st u dy of syn onyms — Th e se ar e gr oup s of w or d s

 VO CABUL A RY 77

kin dr e d in m ean in g , l on g
ci ate d in th e sam e su b
or so asso

j e c t t
,
h a t t h e y h av e c o m e t o d en ote on l y m or e or l e ss d e lic at e

sh ad es of m e an i n g N o t w o w or ds ar e ev er en t i r ely ide n t i
.

c al in m e an i n g ; a d eli c at e sen se of v al u es c an al w ay s d is

i
t gn i h om di ff n — i t m ay b e v er y S ligh t B u t in
u s s e e r e c
e . .

th e giv e an d t ak e of affai r s m an y of th em ar e t r eat e d as

- -

c om pl et ely in ter ch an geab l e I t is a very g ood th in g t o b e

.

ab l e t o v ar y t h e f or m of exp r e ssi on ; on e g r ow s d e a f t o

mer e r ei ter at i on ; it is a st il l b ett er th i n g t o b e ab l e t o ex

p r ess n ice sh ad es of distin c t i on am on g th in gs .

I t is i m p ossi b l e t o g o f ar i n t o thi s b ig an d f asci n at in g

field h er e ; we can on ly do e n ou gh t o Sh ow h ow i n te r est
in g an d v alu ab l e ar e th e thi n g s t o b e f ou n d in i t I n y ou r .

dic ti on ary y ou will fin d li sts of syn on ym s ap p en d e d t o m an y

w or ds ; y ou sh ou l d al w ay s r ea d ov er t hi s l i st an d i n vest i
g ate an y th at sou n d p r om i sin g or wh ose m ean in g y ou do
n ot kn ow For ex am pl e
.

B g i —S y
ar a n ti p l ti
n . s g g m
u a t on , ent a e en , cov en a n .

Y ou can see at a g l an c e th at y ou ar e n ot l ik ely t o n eed

cov en an t ex cep t in som e fi gu r at iv e or l i t er ar y or l eg al s en s e
,
.

E n g ag em en t y ou al r eady kn ow S tip u la tio n y ou sh ou l d

.

l ook up Th i s w ill l ead y ou t o l ook u p con tr act w h er e y ou

. ,

w i l l fin d u sefu l di sc r i m i n at i on s m ad e in a l ar g e g r ou p of
w or ds .

B ar t er — Syn . see S el l .

Un d er sell y ou will
useful di stin c t i on s m ade am on g
fin d
sel l b ar ter v en d t ra d e
, ,
Y ou w ill al so l e ar n p u r ch ase an d
,
.

ex ch an g e Th e d er iv at i on of b ar ter t h r ow s an am u sin g
.

l igh t on e arlier b u sin ess con diti on s .

Y ou w ill fin d b el ow m an y g r ou p s of w or d s of ki n d r e d
‘

m ean i n g w hich h av e b een ch osen w i th an ey e t o th e n ee d s

,

of a st ud en t of p r ac t ic al affai r s G o t h r ou gh th em all on c e .

as a m e an s of i m p r e ssi n g on y ou r m i n d t h e w on de r fu l r i ch

n ess an d v ar i et y of ou r sp ee ch I f y ou fin d am on g th em .
78
E S SENT IAL S OF BU SIN E S S EN GLI SH
w or d s y ou do n ot kn ow m ak e a sp e ci al stu dy of th ese , ,

w or ds Mak e it a p r ac t ic e t o c on sul t th e li st wh en you ar e

.

w r itin g—esp e ci ally if y ou fin d y ou h ave a t en den cy t o

ov e r w or k som e p ar t ic u l ar w or d Wh en y ou see th at you .

r
a e u si n g c ol o r l e s s an d c omm o n pl ace w or d s t u rn t o t h e -
,

gr oup of syn on ym s in wh ich y ou r w or d occu r s an d t ry

to fi d a s
n u b st i t u t e— if p ossib l e a m or e p r e ci se or a m or e
su ggest ive w or d .

i i
a dm ss on , a dm i t ta n ce
a ffi r m ,
a v er p r ot e st ,

a n sw er , r ej o i n d er r e p l y , , r es pon s e

a s sen t , con s e n t , ag r ee , a c qu i esce , c on cu r , a cce de

b a r, b a rr er , i h i n dran ce ,
ob s t a c l e

c ap a c i t y v ol u m e , , c on t en t

ca r e f u l cau t i ou s
, ,
w a r y,
p r u den t
,
d scr eet i
cau s e, iv i
r e a s on , v i l m ot e, n cen ti e, st m u u s
ch ea t d ef r a u d s w i n dl e du p e
, , ,

c i t e qu ot e r epea t e x t ra ct
, , ,

cli en t p a t i en t cu s t om er p a t r on
, , ,

com p et e n t a de qu a t e fit ca p a b l e su i t a b l e effi c i en t
, , , , ,

c on fi den c e t r u s t r e li a n c e a s s u r a n c e d ep en den ce
, , , ,

c on t i n u a l con t i n u ou s con st a n t i n c es s a n t
, , ,

cr ed i b l e p r ob a b l e p l au s i b l e lik el y poss i b l e
, , , ,

d am a ge i n j u ry i n j u st i ce w r on g h a rm m i sch i e f
, , , , ,

d ecli n e r e f u s e r e j ect
, ,

de f er en ce r e g ar d e st eem r esp ect r ev er en ce

, , , ,

d ef er del ay post pon e

, ,

d en y d i spu te con t r a d i ct p r ot est r ef u se r ej ect

, , , , ,

d i s t r i b u t e d ivi de a ll ot a s s ign di spose

, , , ,

d i s t r i ct c i r cu i t p rovi n ce r egi on t e rr i t ory fi e l d p a r i sh

, , s e c t i on , , , , , ,

ci rcl e z on e ,

e ff or t en de a v or
, e x er t i on a ppli ca t i on p a i n s t r ou b l e
, , , ,

eli m i n a t e ex cl u de r em ov e , ,

e m i n e n t p r om i n e n t w e ll k n own di st i n gu i sh ed c el eb r a te d ill u s t r i ou s
, ,
-
, , , ,

fa m ou s n ot ed n otor i ou s , ,

en t e r pr i s i n g a dv en t u r ou s v en t u r esom e r e ckl e s s fool h a r d

y
-
, , , ,

e r r or m i s t a k e b l u n d e r
, f au l t , ,

e v en t i n ci den t occu rren ce ci rcu m s tan ce h a ppen i ng a cci den t

, , , , ,

ex a m pl e s a m p l e S p ec i m
, en i n s t an ce , ,
80 ESSENT IAL S OF BUSI N E S S EN GLI S H
p i
r ce , ge cost expen se v al u e w or th
ch ar , , , ,

o w e r s t r en g t h vig or e n er gy f or ce
p , , , ,

r om pt pu n ct u a l r ea dy q u i ck p r epa r ed
p , , , ,

p u r pos e e n d a i m g oa l
, e ff ec t r esu l t
, , , ,

r e s i g n r e li n qu i sh s u rr en de r
, ,

ro a d, r ou t e,
p cou r s e, ca r e er , at h , t ra c k , S t r eet ,
p a v em en t , wa lk ,

h igh w ay, r igh t -oi w ay, r oa d-b ed, t r a il , t r a ck -

s ch em e, p l a n , p r oj ect , de s i gn

sh op , s t o r e, fa ctory depot ,

s kilf u l c l ev er, cu n n i n g cra f ty sh r ew d,dext erou s ex per t su b t l e , , , , , ,

s m ar t Sh ar
p s l y w
, il y k ee n , , ,

S l ow s l u ggi sh
, l at e t a r dy d il a tory i n er t i n act iv e
, , , , ,

s olv e e x pl a i n
, s et t l e u n r a v el , ,

s pec i a l ar t i cu l a r ec u li a r u n iqu e
p , p , ,

su b m i t o ff e r r efe r r e ort
, p , ,

s u r e c er t a i n c on fi den t p os i t iv e defi n i t e con vi n ced

, , , , ,

syst e m or de r o rga n iz a t i on
, m eth od, ,

t ra de cra ft bu s i n es s p r of ess i on a r t sci en ce i n du s t ry occu pa ti on

, , , , , , , ,

e m pl oym en t w or k c a lli n g v oca t i on pu r su i t job , , , , ,

t r a de i n du st r i al t ech n i cal b u s in essp r of es si on al v ocat i on al sch ool el e

‘

- - - -
,

m en t ary sch ool se con dary sch ool coll eg e u n iv er s i ty , , ,

u n occu p i ed e m pty v a ca n t b l an k v aca t ed

, , , , ,

u se fu l s er vi cea b l e a v a il a b l e n ecessa r y
, , ,
'
u s el es s f u t il e v a i n f ru i tl es s
, , ,

u su a l h a b i t u a l cu st om a ry r e gu l a r
, , ,

va li d s t ron g sou n d j u st ifi ab l e s u ffi ci en t
, , , ,

w a ge s h i r e s a l a r y p a
, y em ol u m en t f e e com pen sa t i on rem u n e ra t i on
, , , , , , ,

p e r q u i s i t e

wa s t e s qu a n de r spen d l ose con s u m e de st roy

, , , , ,

w a s t e r e fu se su r pl u s d i sca r d
, , ,

w ea ry t i r e d f a t ig u e d e xh a u st ed pr ost r a t ed
, , , ,

wor k l a b or toil dru dg ery

, , ,

9 . Th e st u dy gr oup s ar e p r e ci sely of ant ony . —

ms Th ese .

th e opp osi t e of th e g r ou p s of sy n on ym s Th ey ar e w or d s .

which are opp osi te or c on tr adic t ory in m ean in g Cu r i ou sly .

en ough y ou of ten c om e u p on th e r igh t w or d in t hi n ki n g of

,

th e w r on g on e an d it en r ich es an d en l ar g es y our r esou r c es ,

 VOCABULARY 81

of sp eech to kn ow th ese p ai r s of c on t r aste d w or ds .

ex am p l es ar e giv en

sm a ll— l a r ge de bit -
it
cr e d

W i de—n a rrow p l a i n t i ff — d e f en da n t

S t ra igh t— crook ed z en i t h— n a di r
s t r a igh t—c u r v e d ca u se e ff ect
-

a n gu l a r—c u r v e d w ea k—s t ron g

r en d i cu l a r— h or iz on t a l e x por t —i m po r t
p p
e

s a l t —sw e et em ig ra n t — i m m igr a n t

sw ee t— b i tt er — fin i sh
st a r t

s w e et — sou r br evi ty— l en gth

s w eet —r an ci d f
sa e ty —dan ger
f re sh —s ta l e et c .
, e tc .

Th e an ton ym s of m an y w or d s
form ed b y p r e facin g
ar e

th e w or d i tself wi th on e of th e n e g at iv e p r efix es i n or u n

or p r efixi n g n on gen er ally with a h yph en S ee y ou r dic .

t ion ary un d er in an d u n I t is n ot wi se f or th e or din ar y

wr it er fr eely t o c oin wor d s b y p r efixin g non Use on ly
t h ose th at are w el l est ab li sh ed in th e l an g uag e .

EXERCI SE 5

Wr i te sen ten c es u sin g at l east t en of th e p ai r s of an to

n y m s given ab ov e L et t h e sen t en c es
. be st at em en ts of

opp osi n g id eas— an t i th eses .

1 0 Th e st u dy of h om onyms — Th er e
. l angu ag e ar e in ou r

a l ar g e n um b er of w or d s— p ai r s or l ar g er g r ou p s— which

a r e alik e in sou n d an d som et i m es alik e in f or m b u t of ,

d iff er en t or igin an d m ean i n g I t i s qui te i n t er est in g t o

.

di st i n gui sh b et w een th e w or d s of on e of th e se g r oup s ; an d

t h e p r oc e ss will c er t ai n l y a dd s om e n ew w or d s t o you r
v oc abu l ary Th e li st of w or d s given b el ow con t ain s on ly
.

t h ose h om on y m s th at ar e id en t ic al in f or m ; t h ose t h at ar e
iden tic al in soun d b u t n ot in f orm are reserved f or a
82 ESSENT I A L S OF BU SI NE S S EN GLI S H
s p ellin g l esson . Th e n um er al app en d ed to e ac h w or d ll s
te
h ow m an y m ean i n g s y ou ar e t o fin d in ea ch c ase .

a r ch (
o f s t on e ) ex a c t 2 l u m b er 3
a r ch (
coy w a ggi sh )
, f a st 3 m ea l 2
a rm 2 fl ag 4 m ea n 3
b l 2
a e f u se 3 m int 2
b ll 2
a h al e 2 n et 2
b 2 a se h ol d 2 p ga e 2
b 2 al e 2
.

ass h os t 2 p
b t2
oo jar 2 p e er 3
b ow 4 ki n d 2 p l ane 3

b i f2
r e lap 4 p os t 5
ca s e 3 l ast 3 u
p p il 2
da t e 2 l ea ve 2 ra il 3
di e 2 l ea n 2 r ea r 3
dock 2 li m p 2 r i fle 2
dr edge 2 l on g 2 r ow 3

EXE RCI SE 6

Mak e sh ort an d si m pl e sen ten c es t o illustr ate th e sp ecified

n um b er of m ean in g s f or each of t h ese w or d s .

You w ill n otic e th at while all th e suggesti on s an d ex

,

am pl es on v oc ab ul ar y h av e a l ean i n g t ow ar d th e p r a c t ic al ,

t h ey ar e n ot n ar r o wly
ch n ic al Th ey suggest th e m ean s
te .

of st r en g th en i n g t h e g r eat b ack b on e of y ou r sp e ech— of

-

est ab li shi n g a v oc ab ul ar y th at will ser v e y ou in an y an d al l

th e afl airs of life You r t e ch n ic al or sp eci al v oc ab ul ary

.

will vary with th e b usin ess you ac tu all y t ake up Wh en you .

g o i n to a b u sin ess y ou sh oul d m aster as qu ickl y an d th or

,

oughly as p ossi b l e t h e t er m s th at b el on g t o it G a t h er t h e .

c at al ogues an d th e t rad e j ourn al s c on c er n ed with y our sp e

cial b u si n ess ; r ea d a g ood b u si n ess m a g azin e ; r ead som e

of th e m an y v alu ab l e an d i n t er est i n g b ook s w r i tt en in ou r

day c on c ern in g b u si n ess— b ook s which ar e el ev ati n g b u si

n ess t o t h e in t ell e c t u al r an k of a l ear n e d p r ofessi on L ose .

n o op or t un i ty of talki n g wi t h exp er i en ce d b u sin ess m en

p ,
 GE NE RAL E XE RCI SE S IN BU S I NE S S COM P OSI TI O N

Y ou Wl ll n ot ce i t h at so f ar al l y ou r e x er ci ses h ave k en
ta
th e for m of l e tt ers or sp ee ch es ; an d th ese ar e as a m atter ,

of f a c t t h e u n d e r l y i n g ty p e f or m s f or al l v er b al c omm u n ica
,
-

t i on . Y ou h ave som eth i n g y ou w an t t o i m p a t th er e r —

is som eon e t o wh om y ou w an t t o i m p ar t it I f on e or .

m an y ar e p r esen t y ou sp e ak t o th em
,
I f t h ey are ab sen t
.

or s cat t er e d y d
,
u w r i t e t o t h em ; y ou r l ett er m ay b e a b r i e f

n ot e a d r am a a p oem
, ,
a v olu m e of essay s or a l ear n e d
, ,

t r eat i se on som e t e ch n ic al su b j e c t ; b u t it m ay still b e sai d

t o b e a highly d evel op e d an d sp eci aliz e d l ett er .

Wh en y ou wr ite a l etter you h ave on e gr eat advan t age

You say wh at y ou w an t t o say an d n ob ody i n ter r up t s or
c on tr adic ts or Ob j ec t s I f y our cor r esp on den t d oes an y
.

of th ese t hi n g s in r epl y y ou h av e t h e Op p or t un i ty t o t hi n k
,

i t over qu i et ly an d f or m ul at e you r r ej oi n d er .

B u t y Ou al so l ose a gr eat adv an t ag e I f y ou t alke d wi th

.

y o u r c o r r e sp o n d en t y u w ould g et su ggesti on s fr om h im ;
,
o

n ot on ly w ou ld h e su pp ly n ew id eas ; h is ob j e c t i on s w oul d

ar ou se y ou r t h ough t an d st i m ul at e y ou r i n v en t i on .

For thi s exer ci se y ou ar e t o w r i t e som e b r i ef b u si n e ss

d r am as t h at will in som e m easur e r ep r esen t th e give an d
t ak e of an i n t e r vi e w Th e d r am at i c i m agi n at i on is al m ost
.

th e fi r st r e qu i si t e of a sal esm an P u t y ou r self in t h e pl ac e

.

of y ou r cu st om er at th e sam e t i m e k eepi n g ev er y at om of
,

y o u r o w n p e r s on a li t y .

1 Y ou ar e t r y i n g t o sell a m an a Web ster s S e c on d ary

’
.

”
S ch ool D i ct i on ar y f or u se in h is offic e As an y self.

r esp e c t i n g c u st om er sh ould h e is r es i st i n g
,
H e says .

84
 VOCABULARY 85

a) I h ave p r ac tic ally th e same b ook th at I b ough t t en

y e ar s ag o .

b) I h ave a p ocket dic ti on ary .

I p r efer t o in vest all m y m on ey f or dic t i on ar i es in

“
0)
”
an Un ab r idge d .

—
Wr i te ou t thi s in ter view h is ob j ect ion s y ou r replies
, ,

t h e c on clu si on .

2 Y ou ar e sal esm an f or a typ ew r i t e r t h at h as an addi n g

.

m achin e att ach ed Y ou g o t o see a b u sin ess m an ag er wh o

‘

.
,

c alls in h is b ookkeep er .

Wr ite ou t th e in ter view r ep r esen tin g th e th ree p erson s

,

b y at l east th r ee sp eech es ea ch .

Wr i t e two c on cl u si on s to th e i n te rv i ew
'

a) Th ey or d er th e t y p ew r i t er.

b) Th ey c on clud e n ot t o b u y it .
 C HAP TE R VII

CL E ARNES S
You w ill h ave n ot ic ed as you h ave gon e on wi th your
l esson s h ow cl osely all your k n owl edg e an d p r ac t ic e h an g
tog eth er Y ou will h ave seen t h at ea ch step is a l ogic al on e
.
,

an d t h at wh at y ou h av e l e ar n e d in on e se c t i on b ec om es th e

foun d ati on an d p r esupp osi t ion of th e n ext .

S o y ou will r ealize th at all t h at y ou h ave l earn ed ab out

.

gramm at ic al c orr ec tn ess ab out c or rec t di ct ion ab out cor

, ,

r e c t arr an g em en t m ak es f or cl ear n ess an d efie ct iv en ess

, .

You will r ealiz e t h at wh en y ou a cqui r e n ew Wor d s an d ,

Op en up n ew sou r c es f r om which t o d raw w or d s you ar e ,

w orkin g t owar d an ev er sur er m or e n early c om pl ete cor

-
,

rectn ess a t r u er eff e c t iv en ess

,
.

I n d ee d so i n t er kn i t ar e a ll th e thin gs t h at g o t o m ake up
a g ood styl e t h at th er e is n e c essar ily m uch r ep et i t i on an d
,

c r oss r ef er en c e in th e di scu ssi on I t is i m p ossi b le t o divid e

-
.

th e asp e c t s of ou r st ud y of styl e in t o w ater t igh t an d fire

-

p r oof c om p ar tm en ts To achieve c orr e c tn ess is in seven

.

sen t en c es ou t of t en e sp e ci ally in b u si n ess w r i t i n g

, to ,

achi ev e cl e ar n ess an d t o a chi e ve cl e arn ess is in al m ost as

m an y c ases t o achi ev e eff ec t iv en ess .

N ever t h el ess th er e is wh en we h av e said all th e essen t i al

, ,

thi n g s ab out c or r ec tn ess a residuu m of m atter t h at b el on g s

,

t o cl ear n ess as a di st in c t asp e c t of styl e ; th e se ar e th e

thin gs th at w e sh all c on sid er in thi s ch ap ter .

Th er e ar e a f ew g en er al c on sid er at i on s w e m u st t ouch
up on b efor e we g o in t o detail s .

1
. Th er e is a sch ool of wr i ter s wh o say app ar en tly ,

un d er th e c on vic t i on th at t h ey ar e say in g som ethin g ,

86
88 E SS ENT I A L S OF BU S I N E S S E NGLI S H

sen ten c e m ay be en t r e i ly clear if ,

on e ta k es the p r op er
p r ec au ti on s .

3 .

“Th er e im ilar Ob j ec ti on s t o th e un qu alifi ed

ar e s

di r ec ti on B e sim pl e as a r ecip e f or cl earn ess We m igh t

”
,
“ ,

i m it ate D an te s in sc r ip ti on an d say B e S i m ple ; eve rm or e

’
,
.

”
b e si m pl e ; b e n ot too si m pl e B e j u st as si m pl e as y ou .

an d st ill b e p r e ci se D on t t r an sl at e t e ch n ic al
’
can b e ,
.

ter m s i n t o p r attl e D on t t u rn y ou r cl osel y r eason ed

’
.

t h ou gh t i n to b abb l e .

Th er e ar e th r ee thi n g s y ou m u st h ave in m i n d in thi s

c on n e ct i on .

1 Tr y t o k n ow y ou r audi en ce or y ou r r ead er s w ell

.

en ou gh t o t ak e th em on t h ei r own g r ou n d B u t y ou d on t
’
.

wan t t o leave th em on th ei r own g r ou n d ; y ou w an t t o m ove !

t h em on t o y ou r g r oun d S O y ou m u st expl ai n y ou r t er m s
.

t o t h em an d l e ad th em u l t i m at el y t o t hin k in y ou r t er m s
,
.

2 Y ou m u st kn ow y ou r self an d b e l oy al t o y ou r own
.

b est thin kin g Make y ou r th ough t cl ear D on t b e si m pl e

. .
’

at th e exp en se of su pp r essi n g t h e b est sid e of y ou r t h ough t .

3 Y ou m u st k n ow y ou r sub j ec t an d t o thi s y ou owe

‘

.
,

y ou r fi r st l oy al t y D on t b e t r ay i
. t b y t r an sl at i n g ’
it i n t o

e xp r essi on t h at d oes n ot r ep r e sen t it Use its t ech n ic al .

t er m s wh en t h ey ar e n e e d e d D efin e an d illu str ate th em if

‘

n ee d b e b u t d on t thin k y ou h av e g ai n e d in cl e ar n ess b y
’
,

l osin g in p r ecisi on I n th e l on g ru n you h ave g ai n ed n oth

.

in g b y su b st i tu t i n g f or th e good term s n ou n an d ver b th e

idl e p ar aph r ases n ame wor d an d ac tion w ord - -
.

EXE RCI SE 1

A quiz on th e for egoin g di scussi on .

1 . St a te i n you r own w or d s t h e i n t errel a t i on s of c o rrect n e ss ,

l
c e a r n ess , a n d efi e ct i v en es s .

2 . Wh y are th e t h r ee S p ec a i lly cl osely l

r e at ed in b i
u s n es s wr ti in g ?
 CL E AR N ESS 89

3 Wh at a r e t h e fall aci es i n th e i n j u n ct i on
. n k cl e a r l y an d ,
“
Th i ,

ou w ill w r i t e c l e a r l y ?
”
y
4 Wh y i s t h e con v e r se o f t h i s i n j u n ct i on o ft e n t ru e ?
“
.

5 Wh a t qu a lifi ca t i on s w ou l d you O ff e r t o t h e i n j u n ct i on
. Be ,

b r i e f a s con n ect ed w i t h cl ea n es s ?
”
,
r

6 W h a t q u a lifi ca t i on s of t h e d i r ect i on
. B e s i m pl e w ou l d you , ,

m a k e a s con ce r n i n g c l ea r n e s s ?

7 W h a t a r e t h e t h r ee l oya l t i es you ou gh t t o f eel i n you r a t t em pt

.

t o b e cl ea r ? W h i ch i s t h e dom i n at i n g l oya l ty ?

Th er e c er tain cl asses of wor d s c er t ain kin d s of

ar e ,

ph r ases an d cer t ain typ es of sen t en c es in th e u se of which

,

we ar e esp e ci ally ap t t o fail t o b e cl ear I t is w ell t o .

sa fe gu ar d ou rselve s at t h ese p oi n t s .

1 . Refer en ce wor ds — Much of th e o s b cur i ty

h at we t
n otic e in or din ary w r it in g ari ses fr om th e w r on g ch oic e an d
in ex ac t pl aci n g of p r on oun s .

1 . Much c on fusi on
i wh en y ou fail t o m ake cl ear t o
ar ses

wh at n oun your p r on oun refer s as its an te c eden t For

ex am pl e :
“ Th e op er at or t old h im h is w at ch w as w r on g
”
.

Wh ose w at ch ? As th e sen t en c e st an d s it is i mp ossib l e

t o t ell ; y et it m ight b e im p or t an t t o kn ow O f ten th e on ly .

way t o r em ove thi s Ob scu r i ty i s t o ch an ge en t i r ely th e form

of th e sen t en c e :
“ Th e Op er at or said You r wat ch is
“
‘
-
,

wr on g or
’
Th e op er at or said My w at ch is wr on g ,
‘
,
’

a cc or di n g t o y ou r m ean i n g .

S t udy t h e f oll owin g sen t n c e an d its seve r al p ossi bl e e

r e c on st r uc t i on s .

Sh e as k ed th e forewoman if sh e co u ld g o a n d sh e s a id sh e t h ou h t g
sh e o u
'
gh t n ot to g o .

k forew om an if ld forew om a n
“
l Sh e as ed t h e sh e cou an d th e
.
go
sa id, I t h i n k you ou gh t n ot t o g o .

S h e a sk e d t h e forew om a n if ld for ew om an
“
2 . sh e cou go an d th e
sa id, I t h i n k I o u gh t n ot t o g o
”
.

3 . S h e sa i d to t h e for ewom an , Can you go ? I t h i n k you ou gh t

”
not t o go .
90 ESSENT IAL S OF BU SIN E S S EN GLI SH
4 . Sh e sa id t o th e for ewoman ,
“
M y I a go ? b u t I thi n k I ou gh t
”
n ot to go .

2 . p r on oun i t is esp eci ally likely t o c aus e c on fus i on

Th e
Of t hi s ki n d b ec au se it h as n ot on ly its p r i m ary u se O f
,

st an di n g f or an y n eu t er n oun b u t als o wh at is kn own as ,

th e i n d efin i t e r efer en c e ; as ,

1 It i g d t l
. s h bit oof th ift o ea rn a s O r .

2 . I t is n ow a m on th i
s n ce I ca m e .

Th e a b u se of t his in defin i te f
r e er en ce m u st b e gu ar ded
a g ain st
I t doesn t t ell m u ch
’
a bou t spe lli n g in t h i s b k
oo .

I t is b etter t o say
Th i s b ook doesn t t ell ’
m u ch b t p lli g a ou s e n .

Th e sam e c aution applies to th ey in i ts in d efin i te

f
r e er en ce :
1 . Th ey m i n e a grea t dea l of t u n gsten in Col ora do .

2 Th ey don t h a v e h ou se fl i es i n E n gl an d
’ -
. .

S ay r at h er
I . A gr ea t dea l O f tu n gst en i s m i n ed i n Col or a do .

2 . I n E n gl a n d t h er e a r e n o h ou s e fl i es -
.

3 . Th e f t o som e p r ocess or idea n ot

u se of it to r e er

n am e d b u t on ly sh ad ow e d for th sh ould b e c ar efully ,

av oid e d L et it b e y ou r ru l e alw ays t o suppl y som e on e

.

w or d t o ser ve as an an tec eden t f or your p r on oun Her e .

ar e ex am p l es of t hi s Ob sc u r i ty

Y py h l d
ou r c o b vi d t
S h f out i m i f i t b p
e re i b l se r ee o r ou r es e os s e .

S ay if su ch r evi si on b e p ossibl e
,
.

Th m g w t m t b m
e an a er i t t gian s b t it d
e o eco e a s s s an en n eer , u oes

n o t a t t ra ct me .

Y ou can say

Th e m a n a g er w a n t s m e t o b ecom e a s s st an t en i gi n eer , b u t th e wor k

does n o t a tt ra ct me .

Th e m an a g er w a n t s m e t o t a k e t h e wor k of i
ass st a n t en gi n eer ,

b u t i t does n ot a tt ra ct me .
92 ES S ENT IAL S OF BU SI N E S S EN GLI SH
13 . Th ou gh t h e firm does b i u s n e ss in S ou th Am i er ca it h a s n o on e

wh o kn ow s foreign l a n gu ages a n d t h ey h a v e t o se n d t h em ou t t o a ,

wom a n wh o t r an s l a t es t h em a t t w en ty fiv e cen t s a p i ece -

.

1 4 Wh a t i s t h e u s e O f fi n di n g t h e North Pol e ? O f cou r s e i t i s

.

O f n o u se com m er ci a ll
y .

1 5 T h e w or l d ow es you su ccess if you dem an d i t—i t owe s you

.

n ot h i n g if ou do n ot
y .

1 6 I h a v e n ev er h a d a s er i ou s a cc i den t wh il e t r av eli n g a n d I
.
,

a tt r i b u t e t h i s t o t h e c a re I h a v e t a k en .

1 7 Th ey h a v e m i n es in Corn wa ll ru n n i n g f ar ou t u n der t h e sea

. .

Man y p er son s in cludin g some p r etty good wr i ter s

5 .

h ave t r oub le wi th wh at w e c all th e an d which con

- ”
,
“ ,

st ru ct i on . Thi s m i stak e is so c omm on t h at I h all give w h at

s

may seem an un due am o n t of u s p ac e t o it . N ot ic e t h ese

1 . Mr You n g
. , p r es i den t of th e com pan y, an d w h o is a f r i end of

Ol son fam ily h im l

’
s , O ff er e d a p a c e .

2 . H e liv es i n O ra n g e , a b ea u t ifu l t own , an d w h ic h i s r ea lly a

su b b
ur of N ew Y k or .

3 J . an e A dd
f ou n der o f H u ll H ou s e i n Ch i ca go a n d wh o i s
a m s, ,

known a l l ov e r t h e wor l d i s prom ot in g t h e cau se , .

4 Th e cu t ou t f ol der i s i n t h e sh a p e O f a b a rr el b ear i n g t h e
.
-
,

com pa n y s t ra de m ar k e d l a b e l p r i n t ed i n t h r ee c ol or s
’ -
a n d w h i ch ,

a p ear ed at t h e h ead of fif t een of t h e s ix t een p a g es of t h e f ol der

p .

Th e for egoin g c
sen t en es ar e al l i n c or r e ct Y ou can say .

an d wh o, an d wh ich , an d an d wh om on ly wh en y ou h ave
,

vi ou sl y
p re sa id wh o, wh ich , or wh om in th e sam e sen ten c e .

Thu s
1 . Mr You n g .
, w h o i s p r es i den t of th e com pa n y, an d wh o i s a

f r i en d of Ol so n
’
s f am ily, O ff ered h i m a p l a ce .

2 . He liv es i n O ra n ge, w h i ch i s a b ea u t ifu l town , an d w h ic h i s

r ea lly a su Q
b b ur of N ew Y k or .

3 . J an e A dd fou n de r of H u ll Hou se an d wh o i s
am s , w h o i s th e ,

k nown a ll over th e w or l d i s prom ot i n g t h e ca u se , .

4 Th e cu t ou t fol der i s i n t h e sh a p e o f a b a r r el b ea r i n g th e co m
.
-

r a de m ar k e d l a b el whic h i s p r i n t ed in th r ee col or s a n d wh i ch
’
p an y s t -

, ,

st an ds a t t h e h ea d o f fif t een o f t h e S ix t een pa ges O f t h e fol der .

1
6 . Th e u se of for mer an d latter as p r on oun s an d r ef
 CL E ARNES S 93

c w or ds is b eset with so m an y d an ger s th at on e is

e r en e ,

t em p te d t o advi se in exp er i en c e d wr i ter s t o av oid it al t o

geth er Notic e th ese :
.

1 . He t u r n e d f rom Ch ar li e t o t h e m a n i n t h e s t r aw h at an d
p l ay

f u lly k n ock ed t h e la t t er off h i s h e a d .

2 A S Ol son cam e u p in t h e e l ev a t or h e m e t H obb s a n d Mo r ton a

. ,

b ook k ee per f or H ol t E aton an d ex ch an ged a f ew w or ds w i th t h e

,

la t t er .

3 . H obb s ca m e to ou r O ffi ce an d a s ked t o se e Mr . B r u ce ; Ol son m e t

h im in t h e wa t i ing r oo m and th e f ar m er m a de an en gagem e n t f or
t o m o r r ow .

Th e killful u se of r efer en ce w or d s d oes t w o th i n gs

s

( 1 ) I t s av es fr equ en t r ep et i ti on of t h e m ai n w or d ; ( 2 ) it
con n e c ts on e sen t en c e w i t h an ot h er b y b r i n g i n g for war d ,

an i dea fr omth e l ast s en t en ce i n t o t h e n ew on e I n th i s .

w ay a p ar ag r aph is oft en k n i t t og eth er i n t o a c l ear wh ol e

b y r efer en c e w or d s .

E X ERCI S E 3

S tudy w i t h an d m em or ize L i n c oln G e tty sb ur g

’
c ar e, s

A dd r ess .
”
N otic e t h e p er fect cl earn ess w hich is secur ed
l ar gely b y th e u se of th e r efer en c e w or d s whic h I h ave
i taliciz ed
Fou rs cor e ven year s ago ou r fa th er s b rou gh t for th u pon th i s
a n d se

con t i n en t a n e w n a t i on c on ce iv e d i n li b er t y
,
a n d d e d i ca t e d t o t h e ,

r opos i t i on t h a t a ll m en a r e c r ea t ed e qu a l
p .

N ow w e a r e en ga g ed i n a gr ea t c ivil w a r t e s t i n g w h eth er th a t ,

n a t i on or a n y n a t i on s o c on c e i v e d a n d s o d e dic a t e d c m l on g en d u r e
, , .

We ar e m et on a gr ea t b a t t l e fiel d of t h a t w a r We h a v e com e to
-
.

de di ca t e a por t i on o f t h a t fie ld a s a fi n a l r e st i n g pl a ce f or t h o s e w h o -

h er e ga v e t h e i r liv es t h a t t h a t n a t i on m igh t liv e I t i s a l tog eth er fit .

t i n g a n d p r op er t h a t w e sh ou l d do t h i s .

B u t i n a l a r ger s en s e w e ca n n ot ded i ca t e w e ca n n ot con s ec ra t e , ,

w e can n ot h a ll ow t h is g r ou n d Th e b r a v e m en livi n g a n d de a d
.
, ,

w h o s t ru ggl ed h er e h a v e con s ecr a t ed i t f a r a bov e ou r poor pow er to

,

a dd o r de t ra ct Th e w or l d w ill li t t l e n o t e n or l on g r em em b er w h a t
.

w e say h er e ; b u t i t ca n n ev er f or g et w h a t t h ey di d h er e I t i s f or
’

.
94 E S SENTIAL S OF BU S IN E S S ENGLI SH

u s, th e livi n g , r a t h er , t o b e dedi ca ted h er e to th e

fin i sh ed w ork un

wh i ch t h ey w h o fou gh t h er e h a v e t h u s f a r s o n ob l y a dv a n ced I t is .

r a t h er f or u s t o b e h er e de d i ca te d t o t h e g r ea t t a s k r e m a i n i n g b e fore

us : Th a t f r om t h es e h on or e d dea d w e m ay t a k e i n cr ea s ed d ev ot i on
t o t h a t ca u s e f or w h i ch t h ey ga v e t h e l a st f u ll m ea su r e o f d evot i on ;
t h a t w e h er e h igh l y r e solv e t h a t t h es e dea d sh a ll n o t h a ve di ed i n
v a i n ; t h a t t h i s n a t i on u n der G od S h a ll h a v e a n ew b i r th of f ree
, ,

dom ; a n d t h a t gov ern m en t of t h e peopl e b y th e peopl e a n d f or t h e , ,

e o pl e sh a ll n ot r i sh f r om t h e r t h
p , p e ea .

2 Rep eti t i on — GO th r ough th e

. ddr ess given ab ove a

an d study th e r ep et i t i on s Y ou will se e t h at t h ey h elp th e

.

cl ear n ess of th e sen t en ces in which th ey stan d an d ar e

.
,

i n di sp en sab l e t o th e cl ear n ess Of th e p ar agr aph as a wh ol e .

D on t b e afr aid of r ep et i t i on s wh en th ey seem n ec essary

’

t o cl earn ess D on t ab ove all th in gs i m i t at e th e m eth od

’
.
, ,

of th e sp or t r ep or t er an d edi tor in i n v en t i n g t e di ou s an d

st upid ci r cum l ocu t i on s in or d er t o av oid th e f r e qu en t us e of

th e sam e t erm .

D on t k r ep etit i on b u t ab ove all d on t evade it

’
see , ,
’
.

3 Ellip si s or th e l eaving out Of w or ds — I t O ft en p r o

.

duces a desir ab l e eff ec t t o om it such w or ds as can c ertain ly .

b e sup pli e d silen tly f r om th e c on text For ex am ple . :

1 F th
. wa y d g i t
er b th g i t b th
a s ar r a e a a ns son , ro er a a ns ro er .

2 If y
.
p l d
ou a r ew i t h t h b k d
ea s eth d ll ; if n t e oo s , sen us ree o a rs o ,

r et u r n th em a t ou r e xpen se .

Bu t if th e w or d s ar e n ot easily supplied from th e con

x
te t , Or if f or an y oth er r eason th ei r om i ssi on p r oduc es

c on fusion w r ite ,
ou t th e fu ll exp r essi on .

EXERCI SE 4
I n th e foll owin g
c es supply th e n eeded w or ds I f
sen t en ,
.

a sen t en c e can b e r en d er e d in t w o w ays giv e b oth Th e ,

.

c aret sh ows wh er e th e m issin g wor d s are t o b e supplied .

1 D yt . i a t P i tt b
on g th Ch i g
s n ear er o s ur an ca o.

2 A l th
. gh d k dI
ou t h l p dm i i g h i
a ru n b ilityar can n o e a r n s a .
96 ESSENT IAL S OF B U SINES S E NGLI S H
EXERCI SE 5

Ch an ge th e foll owin g sen t en c es so as t o m at ch th e cor

r e sp on di n g g ramm at ic al p ar t s .

1 . Sh e lef t th e room in a ra ge , h er eye s b l zi ga n , a n d s la m m in g th e

d oo r a ft er h er .

i t i on gam e w as p layed
“
2 . Th e m en w er e i n b a d con d an d a poor .

Th e t ra v el er s pr ef er red A ra b i c a n d to r e tu r n
”

on
3 .

t h e Cel t i c
”“ .
s a i li n g o n th e

4 . Th ese room s a r e we ll v en t i la t e d a n d wi th a b u n da n ce of ligh t .

5 H e w en t t o s ee w h a t h e cou l d do f or t h e
. i n j u r ed m an , a nd

ca r ry i n g a f ew r em e di es w i t h h i m .

6 . Wh en I wen t b k
ac h om e, I w a s su r p r se d i to se e h ow s ma ll t h e
p lac e w as , and th at i t s eem ed t o h a ve g r own u g ly .

6 Unif orm str u cture i n your sent en ce

. V ery si m il ar —
to th e p r i n ciple of m at ch e d g r am m at ic al f or m is th at O f
k eepin g th r ough out th e sen ten c e th e str u c tur e y ou st art
, ,

with S om e wr iters esp eci ally if t h ey h ave a l on g or a

.
,

c om pl ex su b j ec t seem t o l ose sigh t of wh at th ey m ean

,

to say wh en th e sub j e c t or even som e p ar t of th e su b j e c t

is wr i tt en an d t o fin i sh th e sen ten c e in som e q u i t e in con
,

g r u ou s w ay T o m ak e t hi.s cl ear st ud y t h e f oll ow i n g ,

1 . I t w a s won der f u l t o s ee h ow fas t t h ey w or k ed w th t h e n ew i

m ach i n es t h a t a l m os t s e em e d to h a ve h u m a n i n te lligen ce ,
and t h ei r
i n t er es t an d en t h us i as m lts f or t h e r es u .

2 Th e t r a i n i n g t o O b ey w i t h ou t d i spu t e t o b e pu n ct u a l a n d r e
.
,

s p ec t f u l a r e t h i n g s i n w h i ch t h e A m er i ca n b oy i s l a cki n g .

3 Th e fi rs t t h i n g I e x pect m y cou rse i n B u s i n es s E n gli sh t o do

.

f or m e i s t o b ecom e a n ex p er t st en ogr a ph er .

4 Th e di m ens i ons of t h e r oom a r e f or ty feet l on g a n d t wen ty feet

.

w i de .

5 . Ou r h ou se b ei n g s i tu a t ed c o se l to th e golf li n k s , m a k es i t con

ven i en t f or us to r ea ch it .

6 . I f you a re s e lli n g
xa m pl e ca n dy you can m ak e a diff er
, f or e , ,

en c e i n you r m ode of di s t r i b u t i on ; b y t h e fi rs t m ode i t i s s h ov e l e d ,

ou t of a b i n i n a t i n s coop w ei g h i t o n O pe n s ca l e s a n d du m p i t i n to a
,

brown paper b ag ; b y th e s econ d i t i s s ol d i n n ea t w h i t e b oxes of

'

, ,
 CL E ARNE S S 97

s t an dar d we igh t an d li n ed w i th O il ed pa pe r ; b y th e th i r d , you wr ap

ea ch p i ec e i n t i n foil a n d t h e bo x es a r e p ac k ed i n l a yers .

EXE RCI SE 6

Revi se th e for egoin g Sen t en es, m a c kin g th e struc tur e u n i

form t h rough out each .

7 Connect g
. i n w or ds — Con j un c t i on s an d all c onn ec t in g
.

w or d s an d ph rases ar e very i m p or t an t f or cl earn ess You .

will b e surp r i sed t o fin d h ow m uch of your thin kin g is

c ar r i ed al on g in th ese w or ds an d h ow m uch c on fusion an d
,

m i sun d er st an di n g can ar i se f r om th e u se of th e w r on g
conn e c t iv e On th e oth er h an d y ou will b e d eligh te d t o
.
,

fin d h ow b eau t ifull y t h ese li ttl e w or d s kn i t up y ou r

th ough t s an d wh at in t er est in g sh ad es of th ough t m ay b e
,

exp r e sse d b y th em .

H er e is a p ar t i al li st of c on n e c tin g or c on jun c t ive w or ds

n d ph r ases

an d as wh ereas
or as if t h at
b ut t h ou gh b ides es

ei t h er—o r a l t h ou gh f or
n e i t h e r — n or b eca u se h e n ce .

w h e t h e r —o r i
s n ce a ga i n
b ot h — an d l est u n l ess

n ot on l y—b u t a l so SO t h at m o r e ov e r
so in or d e r t h at h ow e ve r
th u s on th e on e h an d t h er efor e
con se q u en t l y on th e ot h er h an d fi n a lly
accor d n i gly f or e x a m p l e

Now y ou m u st n ot u se c on n ec t i n g w or d s m er el y f or th e
sak e of u si n g th em , n or m u st y ou v ar y th em si m pl y f or t h e

sak e of v ar y i n g th em Th ey ar e an essen t i al p ar t of y ou r
.

thin kin g an d m ust b e c on sider e d as t o th ei r u se an d m ean

in g wi th as m uch c ar e as an y oth er w or d in y ou r p ar a gr aph .

Y ou m ay wr i te a l on g p ar ag r aph wi th sc ar c ely a c on n ec ti n g
98 E S SE N T IAL S OF B U S INESS E NGLI S H
wor d in it an d it will b e cl ear b ec au se th e th ough ts ar e so
, ,

well arran ged th at t h ey n eed n o c onn ec tin g S tudy th is .

p ar agr aph as an ex ample of w rit in g th at disp en ses with

c onn ect ives .

B i h ld b
u s n ess d to
S m ou x t t l dy i e, f th an so e e en a r ea s, on e o e

p f i Th
ro ess on s . m g li t f t h l
e O n ced p f i i b i gea er s o e ea r n e r o es s on s s e n

t
con s a nt ly l g d E gi i g i it m y b
en a r e h
. l dy t kn n ee r n n s an ra n c e s a r ea a es

r ank b i d l w m di i
es e d t h l gy
a , F t y d i t ifi
e c n e, an eo o . or e s r an s c en c

a gr i cu l tu re a re secu r i n g pl a ces of h on or Th e new pr of ess i on s of .

ma nu f a ctu ri n g of m er ch a n di s i n g o f t ra n sport a t i on a n d of fi n a n ce
, , ,

mu st soon ga i n r ecogn i t i on Th e e s t a b li sh m en t o f b u s i n ess s ch ool s

.

i n ou r u n iv ers it i es i s a m an if est at i on of t h e m odern con cept i on of

— “
b u sin ess B ran dei s B u si n ess a Pr ofessi on ,
”
.

St udy th e foll owin g in its u se of c on n ect ives which ,

I
h ave i taliciz ed .

I n th e fi el d Of m odern b i u s n e ss , so r chi in O ppor t u n i ty f or th e

e x erci se of m a n s fi n est a n d m ost va r i e d m en t a l fa cu l t i es a n d m ora l
’

qu a li t i es m ere m on ey m aki n g can n ot b e r ega r de d as th e l egi t i m a t e

,
-

en d . N ei t h er ca n m e r e b u lk or p ow er b e a dm i t te d as a w or t h y a m b i
t i on N or ca n a m a n n ob l y m i n dfu l of h i s s er i ou s r espon s i b ili t i es t o
.

s oci e t
y vi ew b u s i n e s s as a ga m e ; s i nc e w i t h t h e c on du ct o f b u s i n e s s

h u m an h app i n ess or m i sery i s i n ex t r i cab ly i n t erw ov en —B r an d ei s

“ B u si n ess a P r ofessi on ”
.
,

Tur n b ack
in coln s G etty sbu r g A ddr ess an d study
to L
’
,

in it t h e c onn ec t iv es of all kin ds .

Th e c on n ec t in g w or ds th at m ost in exp er i en c e d w r i ter s

an d sp eak er s over w or k an d c on se qu en t ly m i suse ar e an d so , ,

b u t, an d th u s .

A ll th at d on e is to w arn y ou
can be
1 To b e c ar e ful t o m ean th u s w h en y ou say th u s Nev er
. .

u se it b e c au se y ou n ee d som e w or d t o i n t r oduc e a sen t en c e .

Th u s h as its own di st in c t v alu e which m u st b e Ob ser v e d .

2 To ab an d on so as a m er e c on n ec t ive
. I t i s p r ac t ic ally .

alw ay s w r on g wh en u se d in t h at w ay W or d y ou r sen ten c es .

so as t o av oid u sin g i t un t il y ou ar e su r e of it s ex ac t m ean

in g an d v alue .
1 00 ESSENT IAL S OF B U S INESS EN GLI SH
l . Th e m an an d th e job m u st fit ; a long legg ed man m ak es
-
a

good app le-p i ck er , b ut a oor s h ov e ler

p .

2 . H ou s eh old a p p li an c es a re m u l t i pl yi n g very r ap i dly—every

minu te a n ew eg g -
b ea t er i s b or n .

3 . Th e lit tle wor d of t h r ee l ett er s —n et—h as in recen t y e ar s be

com e th e m ost i m por t an t w or d i n th e vocabu l a ry of b i
u s n ess . Net
m ea n s h ow m u ch m on ey you t a e in , b u t h ow m u ch you h a e
n ot k v
l eft. k
I f you t a e i n t h r ee m i lli on dol la r s a n d pay ou t t h e s a m e you
h ave n o n et a t a l l b
I t i s et t er to ta e i n on e do lla r a n d h a e t en
. k v
c en t s l eft th a n t o t a ke i n t en do l lar s an d h a ve on l y fiv e c en ts l e ft .

4 . xt en s ive bu si n es s t ra n sa ct i on
An e m ay b e con du ct ed w i th ou t
u s i n g a d oll ar of m on ey : S u pp ose you ow e B r own a h u n dr e d d ol
l a rs At t h e s a m e t i m e B row n owes W h i t e a h u n dred doll a r s B rown
. .

m a y giv e Wh i t e a n o rder on you W i t h t h i s or der Wh i t e m ay pay .

,

Th e doct or h a vi n g b ou gh t a b ill of goods f r om you m ay

h i s doct or

p y y
a ou w i t h t h i s
.

o r d er Y ou d e s t roy th e
,
“ no
. t e
”
T h u s f ou r a ct u a l .
,

t ran sa ct i on s h a v e t a k en p l a ce w i th ou t t h e u se of a n y m on ey .

5 Th er e s eem s t o b e n o e n d t o t h e m et h ods t h a t a r e b ei n g con

.

ce iv ed t o t r a de m a r k t h i s -
t h a t an d t h e ot h er th i n g
, E re l on g w e
, .

m ay re fu se t o e a t a la m b c h op u n l e ss it ca rr i es a tag sh ow i n g t h at
“
-

i t i s ou r f a vor i t e b ra n d or a s li ce of r oas t b eef u n l e ss i t h a s th e

,

m a r k on t h e s elv a ge ”
.

6 L a bo r w a s t h e fi rs t pr i ce th e or igi n a l pu rch as e m on ey th at
.
,

w a s pa i d f or a ll th i n g s I f a m on g a n a t i on o f h u n ter s f or ex am pl e i t
.
, ,

u s u a ll y cos t s t w i ce t h e l a b or t o kill a b ea ver t h a t i t does t o kill a

d eer one b eaver wou l d n at u r a ll y b e w or t h or ex ch an g e f or t wo deer

, , , .

9 . Comp ar isons —Y ou
ft en add t o t h e cl earn ess of can o

y ou r st at em e n t b y m ean s of lik en e ss or c on t r ast B y t ell .

in g y our r ead er s or h earer s wh at a thi n g is n ot or t o wh at ,

it is di am et r ic ally opp osed y ou can som et i m es give a cl ear er ,

i dea of wh at it is An d it is O ften p ossib l e to in c r ease th e

.

cl ear n ess of y ou r st atem en t b y d r awin g in lik en esses an d

p ar all el s fr om oth er fields .

S tii dy th e foll owin g p ar ag r aph s which exem plify th e

u se b oth of lik en ess an d of c on t r ast .

1 . E ffic i en cy does n ot li e in c ea s e es s, l in t en se m en ta l an d h
p y s i ca l
i
a ct on , i n h u st le an d b tl us e, in i
n o se a n d e xci t em en t S om e . m en a re
like tu gb oats ,
t osse d ab t ou on th e wa v es ,
c on st an t l y da r t i n g h er e an d
 i tt in g cl ou dsk
“
t h ere, em in of-a t ei ri fic
sm o e, an d

seem t o b e t r em en d ou sl y a ct iv e Wi t h t h ei e i s a l w a ys s om e
’ ’

t h i n g doi n g
” B u t t h e t u g b oat n ever g et s an ywh er e i n p a r t i c l a r
. u .

For al l i t s st r en u ou sn ess i t al w ays t i es u p at t h e sam e dock at n ig h t

, .

Ot er m en r e
h a lik e o c e a n li n e r s— t h ey proc eed ca l m l y q u i et l y a n d , ,

wi t h n o s h ow of eff or t Ocea n li n e r s m ov e a cco r d i n g t o p l an s l a i d ou t

.

m on t h s i n a dv an c e T h ei r t i m e i s sch edu l e d accu r a t el y an d i n det ail

”

. .

Th ey proceed t ow a r d a d e fin i t e p or t i r r e s pec t iv e of w i n d or w a v e , .

A l t h ou gh t h ey m ak e f a r l es s n oi se th ey ru n m ore r a pi dly th an th e ,

t u gb oa t a n d t h ey a r r ive a t t h ei r des t i n e d por t h a vi n g sa il ed ev e ry

m om en t a ccor di n g t o ch a r t a n d com pa ss s teer i n g t h e i r cou r se b y t h e ,

st a rs .

2 . E v ery b l d l ea rn t h e va l u e of r el a xa t i on an d
u sy man sh ou

r epose Wa tch a n a m a teu r cli m b a r ope H e m ay b e very s tron g

. .

i n t h e a rm s b u t h e ki ck s j e r k s b r ea th es h a r d a n d l u n ge s expen di n g
, , , , ,

s o m u ch en e r gy u n n ec e ss a r il y t h a t h e u su a ll s t o s a f te h vi g
y p r a n

cli m b e d a f ew f eet Wh en a t ra i n ed gymn a s t does t h e sa m e th i n g h i s

.
,

w h o l e b ody h a n gs qu i et a n d re l a x ed ; h i s b rea t h i n g i s n ot h u r r i ed ;
s m ooth l y a n d r h t h m i ca ll w i t h ou t l o st m o t i on or t h e w a s t e of
y y
a n ou n ce o f en e r g h e gli de s u p t h e r o e T h r e i s t h e m d i ff e r
y p e s a e .

e n ce b et w een t h e n erv ou s h u rr i e d m an a n d t h e m an wh o h as t r a i n e d
,

h i m self i n r el axa t i on an d con t r ol .

1 0 Cl ear ness i n th e
. senten ce stru ct ure — In
. th e s e ct on i
on th e gem en t of y our m att er in sen t en c es (
ar r an Ch ap t er
V S ec t i on 6 ) suffici en t w arn in g is given ag ai n st th e c ar r y
,

al l sen ten c e — —
th e d un n ag e b ag of l a gu ag e in t o whi ch
n -

y o u t h r u s t e v e r y thi n g t h at i t will h old .

I t is t r u e t h at th e sh or t sen t en c e i s m or e lik el y t o se cur e

un ity b u t th e j erky eff e ct of in n u m er ab l e sh or t sen ten ce s
, ,

esp e ci ally in a sp eech i s un f or t un at e B esid es t h e arr an ge

, .
,

men t of all y ou r th ough t s in sh or t si m pl e sen ten c es d oes

n ot i n dic at e t h e p r op e r r el at i on of y ou r t h ough t s som e of ,

which ar e im p or t an t an d som e Of which th ough p er h ap s , ,

n ot un i m p or t an t ar e su b or di n at e t o y ou r m ai n t h ou gh t
,
.

A sen ten c e t o b e cl ear sh oul d sh ow th e p r op er sub or din at i on

of th ough t A sen ten c e sh ould exp ress b u t on e c om plet e
.
 hO i t
f c om pl etel y exp r ess th e th ought
g y i
’

h t ; b t i is h l d
‘

t u t u e l t f ou ,

an d n ot c all in a n eigh b or s en t en c e t o h el p it ou t .

S t u dy t h e f ol l ow i n g g r ou p s I n each th er e ar e a l eadi n g .

t h ou gh t an d on e or m or e s ub or din ate t h ough ts I n a g ood .

,

cl e ar sen t en c e th e l eadi n g th ough t is giv en th e p r i n cip al

pl ac e with th e m ai n sub j ect an d p redic ate of th e sen ten c e

t o e xp r ess it whil e th e su b or d in at e t h ough t s ar e t h r own
,

in in th e Sh ap e of cl au ses an d ph r ases
,
D e cid e which of .

t h ese sen ten c es b est sh ow th e r el at i on of th e t h ough t .

1 . Th e t on gu e is a sh a r
p ed
-
ged tool . It gr ow s S h a r per w thi con

s t a n t u s e.
'
Th e t on g u e i s a S h ar p -
g
e d ed t ool t h a t grows sh ar per w i th con

s ta n t u se .

Th e t on gu e i s a sh a r p -e d e d g t oo l ,
an d it grows S h ar pe r w i th
con s tan t u s e .

Th e t on g ue grow s S h a r p er w th i con st an t u se, bi ge n th e on ly

s h a r p - ed g ed t oo l t h at does .

2 . I co u ld i
n ot S e e p l
l S pen d th e t i m e S tu dyi n g
. I d ec de d I w ou d .

I cou l d n ot sl eep s o I dec i d ed t o s p en d t h e t i m e s t u dyi n g

, .

I s pen t t h e t i m e s tu dyi n g S i n ce I cou l d n ot s l eep , .

B ei n g u n a b l e t o S l eep I stu di ed , .

3 He w a s a m a n of exper i en ce an d n a t i on a l r ep u t a t i on
. He .

di d n ot go b eggi n g f or a job H e w a s a ctu a ll y a b l e t o ch oos e h i s

.

e m l o er
p y .

S i n ce h e w a s a m an o f eXpe r1 en ce a n d n at i on a l r epu t a t i on ,

h e di d n ot go b eggi n g f or a job b u t w a s a b l e t o ch oos e h i s em pl oyer .

S o f ar f rom goi n g b eggi n g f o r a job h e w a s a c tu a ll y a b l e to

-

ch oo s e h i s em l o er S i n ce h e wa s a m a n of ex e r i en c e a n d n a t i on a l
p y , p
r e p u t a t i on .

H e w a s actu ally a b l e t o ch oose h i s em pl oyer b ecau se b e i n g , ,

a m an o f ex e r i e n ce a n d n a t i on a l r e u t a t i on h d i d t h v e to g o
p p e n o a ,

b eggi n g f or a job .

Cl ear n ess i n th e p ar ag raph — Thi s t opic h as b e en

11 .

al m ost com pl et ely f or est all e d i n an oth er se c t i on (

Ch ap t er
V , S e c t i on Y our atten t i on is c all e d t o it h er e on ly in
or der t o em ph asize its i m p ort an c e . Th e foll owin g is a sum
 GE N E RAL E XE RCI S E S IN BU S I NE S S COM P O SI TI ON

Y ou will h av e ic ed t h at th ese ex er ci ses i n ter sp ersed

n ot

am on g t h e m or e t ec h n i c al an d d et ail e d m at t er s of cor

r ect n ess cl e ar n es s
,
et c
,
h av e b een f or t h e m ost p ar t
.
,

discipli n e in th e th in kin g ou t of m at er i al Th e sub j ec t s .

h av e b een suggest ed an d th e m ain st ep s or i tem s in di

,

cat ed . I n each ex er ci se y ou h av e b een ask ed f or on e or ,

m or e l ett er s an d a sp eech .

For t h i s l esson y ou ar e t o an aly z e t h e t opic s y ou r self

.1 Mak e an outli n e f or f ou r p ar ag r ap hs on th e su b j ect
— H ow a B u s in ess W om an S h oul d D r ess L et th e outl i n e .

con si st of t h e t op ic s en t en c es of t h e p ar agr ap h s
-
.

Wr i t e ou t t h e fou r p ar ag r aph s givin g esp eci al atten ,

t i on t o illu st r ativ e d et ai l E ac h p ar ag r aph S h ou ld c on si st

.

of at l east fifty w or d s .

.2 F oll ow t h e s am e p r oc ess wi t h th e f ol lowin g t op i cs

a) Th e eff ect of m odern a dv er t i si n g on th e cost of
livi n g .

b ) H ow an d wh er e I sh ou l d a dv er t i se a n ew t oil et soap
of v er y fin e q u ali ty .

0) Tr ad e n am es f or t h e foll ow i n g ar t ic l es
-

i A n ew au t om ob il e l u b r i cat or
. .

ii A n ew g ol f b all
. .

iii A n ew v ar i ety of du r ab l e h osi ery

. .

iv A n ew v ar i ety of p ott ed m eat h am t on gu e or

.
, , ,

ch i ck en .

E x p l ain an d defin e each t r ad e n am e in a p ar ag r ap h of

-

at l e as t fif ty w or ds .
 C HA P TE R V III

E FF EC T I VE N E S S
E ff e c t iven ess s eem s t o b e th e b est w or d to qu al
n am e th e
i ty or t h e ki n d of quali t i es t h at w e sh all di scu ss in t hi s
, ,

ch ap ter ; th ou gh it m u st b e con fessed th at it does n ot qu i te

ad e q u at ely n am e it . Oth er w or d s th at we m igh t u se ar e
em p h as is ,
for ce s tr en g th t w o w or ds t h at w e sh oul d n ot
, ,

O ff er t h ough in t h e b u si n ess m a g azi n es t h ey seem t o b e u se d

,

f or t h i s v ery qu ali ty ar e p u n ch an d p u ll
,
I t i s n ot
.

wi thin ou r fi eld t o t ak e up th ose asp ec ts of wr i tin g t h ose ,

devic es of exp r essi on th ose var ieti es of su b j ec t m atter th at

,
-

p er su ade a cu st om er to b u y a sp ecifi c ar ti cl e ; on e m u st g o
t o a sch ool f or sal esm en or adv er t i se r s t o l ear n th ese t ech
n ic al i n du st r i al p oi n t s
,
. We m u st h ere di scu ss th ose t h in gs
t h a t p r o d u c e e ff e c t iv e n e s s in al l o r an y w r i t i n g— con fin in g

ou r sel v es ,
as w e ar e d oin g t h r ough ou t th i s b ook t o th e ,

p r ac t ic al s id e o f e x p r e ss i o n .

Th er e ar e a g r e at m an y d evic es design e d t o se c u r e eff ec

t iv en ess wi th which w e h ave n othi n g t o d o m or e th an t o
n ot e th em .Th ey ar e i n dee d on ly m e ch an ic al c on t r iv an c es
, ,

an d ar e n o m or e c on ce r n e d w i t h w r i t i n g th an is t h e sty l e

of t y p e in w hi ch y ou r b ook is p r i n t e d or th e c ol or of t h e ,

cl oth in w hi ch it is b oun d .

For i n stan c e th er e is th e op en i n g ou t of th e t ex t i n t o sec

,

t i on s f al sel y c all e d p ar agr aph s I t is th e f ashi on in m u ch

.

b u si n ess w r i t i n g esp eci ally advert i sem en t s an d f orm l et

,
-

te s t g e
r ,
o i v t o t h e l ar g e r n u m b e r o f t h e st a t e m en t s— som e

t i m e s t e e y
o v r s t a t e m e n t — wh atever advan t age m ay c om e
1 05
 06 E S S ENT I AL S OF B US IN E SS E NG L I S H

fr om stan din g al on e I t is th er efor e p r in t ed al on e in d en ted

.
,

as if it w er e a p ar ag r aph B u t n o m atter h ow it is p r i n t ed
.
,

i t is n ot a p ar ag r ap h u n l ess it is a d i st in c t an d c om pl et e
,

st ep in th e t hi n kin g I t is a pi ty th at th i s p r ac t ic e is sp r ead
.

in g b ec au se it t en d s t o c on fu se stu d en t s as t o wh at a t r u e
,

p ar agr aph is An d t o con fu se a stud en t on this p oin t is

.

t o c on fu se h im on th e v ery c en t r al m atter of h is thin ki n g

an d w r i t i n g .

B el ow y ou will fin d se c t i on s of a f orm l ett er sh ow i n g

‘

t h ese f al se p ar ag r aphs Th e w or d false is n ot u se d in con

.

dem n at ion of thi s m an n er of p r in ti n g Th e p oin t is th at .

t h e se c t i on s ar e n ot r eal p ar a gr ap h s b u t m er e m ech an ic al ,

divi si on s of th e m atter an d so do n ot c om e in to ou r dis ,

cu ssion of eff ec t iv en ess .

S it down p an d
l a n to b e som e th i n g an d b e i t W e c a n t a ll b e .
’

N apol eon s or L i n col n s or W a sh i n gt on s A n y on e can b e s om et h i n g

, , . .

You m ay n ot h a v e t h e g en i u s of a n E di son f or m ech a n i c s Bu t .

t h e m a n wh o i s a m e ch an i ca l i d i ot m ay b ecom e a gr ea t a r ch i t ect .

N o on e w i t h ou t t a l en t f or li t e r a t u r e ca n b e a D i ck en s B u t t h e .

b oy wh o ca n n ot w r i t e a conn ected se n t en ce m ay b ecom e a r en own ed

,

ch em i st .

I n ev ery p er son t h er e i s t h e pos s i b ili ty o f som et h i n g F i n d t h at .

som e th i n g a n d b e i t .

D on t w a st e a ny m or e of you r life i n an a i m l es s expen di tu re

’

of t i m e .

T h e day th at y ou defi n i t el y deci de t o m ak e som e th i n g of you r self

i s th e m ost i m p or t an t da y of you r lif e L e t t h a t da y b e t oda y
. .

D eci de to b e som e th i n g Th en b e t ru e a s st eel t o you r de ci s i on

. .

Th i n k of i t p l a n f o r i t w or k f or i t a n d liv e f or it Th r ow you r
, , , .

m i n d m igh t st r en gt h h e a r t a n d s ou l i n t o you r a ct i on s
, , , , .

N O _m a tte r w h e t h er you r O b j ect b e gr ea t o r s m a ll if you pr op ,

e r l y p l an i t s ach i e v e m en t a n d t h en a dh er e t o y ou r p lan s
, s u cce s s ,

will sm il e u pon you .

An oth er ch an ic al d evic es f or se cu r in g emph asi s

of th e m e
or p r oduci n g eff e ct iv en e ss i s th e u se of e i th e r c api t al s or

it alic s, A s c on c ern s th e form er we sh oul d b e qu ite safe in

108 E S S E N T I AL S OF BU S I N E S S E NGL I S H

6 . Tw o co fiee
’
s ee ds w ere p l an t ed in 1 7 5 4 b y a m on k i n th e g a r
de n of a m on a st er y i n R io d e Ja n ei ro an d f rom t h i s begi n n i n g h a s
,

gr ow n B r azil s ’
e n or m ou s w ea l t h i n co ff ee .

7 . Th e t h in g y ou p r op os e i s, in th e con v en t i on al u se of th e
t e rm i mp ossib le .

8 . C on cer n i n g h i st ory w i th al l it sl e sson s ; con cern i n g th e grea t

g
t h ou h t s of p h ilo soph y an d re ligi on ; con cer n i n g h u m a n n a t u r e i t s e lf ,

h is m ind i s a b la n k .

To i nc r ea s e t h e w ee k ly p ay of a w ag e ea r n er i s a n
9 .
-
o bj e ct

i
w h ch t h ey h ot y pu r su e l
To m a k e h i m ceas e t o b e a w a g e .
-
ea r n er

is an o bj e ct t h at wou l d s e em t o t h em en t re i ly ou t s i de th e r ea li t i es
of life .

1 0 Ou r
. cou n t r y i s, a f t er al l , n ot a c ou n t r y of d oll ar s b u t of

b a llots .

11 . To t h i n k h a r d an d
p e rs i s t en t l y i s p a i n fu l .

Y ou will n otic e th at th e c on spicuou s an d th er e fore

em p h at ic pl ac es in t h e sen t en c e ar e th e b egi n n i n g an d th e

en d I t is p ossib l e in sp eaki n g t o give esp e ci al e m p h asi s

.

t o a w or d th at c om es in t h e m iddl e .

A n y up sett in g of th e n or m al or d er of a sen ten c e t en d s t o

give emp h asis t o th e p ar ts th at ar e ou t of or d er .

Th e c on spicu ou s pl ac es in a p ar ag r aph t oo ar e at th e , ,

b egin n i n g an d th e en d I f y ou ar e g oin g t o st ate y ou r .

im p or t an t fac t your t opic on ly on ce it is b etter in b u si

, , ,

n ess w r i t in g e sp e ci all y l ett er s t o giv e it th e fi r st sen t en c e

, ,

in y ou r p a a g aph
r r A b u sy m a n — in d eed an y m an wh o is
.

r eadi n g f or f ac ts— lik e s t o g et h is f a c t or h is t opic fi r st .

S om e m i n d s ar e so acut e th at th ey do n ot n ee d th e am p lifi
c ati on s an d ex am pl es th at c om e in t o sup p or t th e t opic
st at em en t For su ch r ead er s give thi s st at em en t at on c e I n
. .

liter ary wr itin g y ou exp e ct y our r ead er t o take d elib er ate

pl easu r e in th e r eadin g ; y ou d esir e h im to thin k an d feel
al on g wi th y ou an d h avi n g g on e t h r ough th e p r oc ess t o
, ,

arr iv e at th e sam e c on cl u si on w i th y ou Th e lit er ar y wr i t er .

u ses with good eff ec t th e p ar agr aph th at an n oun c es its t opic

at th e en d Th ese st atem en t s m u st n ot b e t ak en as rul es
. .
 E FFE C T IVE N E S S 109

h
T ey a e er h lpf ul Ob ser v at i on s— d educti on s fr om the study
of g ood w r i t i n g Th ese tw o t yp es of p ar ag r aph s h ave
.

al r eady b een ill u str at e d ( p a ge

Th e pl ac es f or p r odu cin g eff e c t in a l ette r ar e at th e
b egin n in g th e en d an d in th e sp ace On th e lin e of vi si on
, ,
.

Th ese p oin t s ar e di scu sse d in d et ail in th e sec t i on On -

l etters ( Ch ap t er XI I A ) ,
.

2 E mph asis
. b y proport ion — F ulln ess . of t r eatm en t
gives em ph asis f c t iven ess t o an y esp eci ally i mp or
an d ef e

t an t m at te r Y ou op en ou t in d et ail th e t opic t o which y ou

.

wi sh e sp e ci al atten tion given Wh en y ou Op en a l etter .

y ou ca n t ell at a gl an c e b y t h e a m ,
ou n t o f sp a c e u sed wh er e ,

th e c en t r al i m p or t an t h ear t of th e l e tt e r li es
, .

For em ph asi s of t hi s sor t t h e p ar ag r aph th at st at es th e

topic Sen t en c e b oth at t h e b egi n n i n g an d at th e en d b y way
"

of s umm ar y or of i t er a t i on i s g ood ; b etw een t h e t w o st at e

,

m en ts y ou fil l in wi th sp ecific at i on s d et ail s or p r oofs ; y ou , ,

clin ch th e wh ol e with a n ew an d str on ger statem en t of th e

fin al c on clusi on .

3 Rep et it i on an d it erat i on — Th es e giv e a ki n d Of eff e c

. .

t iv en ess t h at com es of d elive r i n g b l ow a ft er b l ow in th e

s am e pl a c e un t il t h e n ail i s d r iv en in Thi s d evic e is p ar .

t icul ar ly eff ec t ive in sp eakin g Th e r eason f or thi s i s p ar tl y

.

a ph y sic al on e ; y ou h ear on l y on c e an d r ep et i t i on h elp s ,

m or e th an it d oes in m att er t o b e r ead wh er e y ou m ay see ,

th e st atem en t an y n um b er of t i m es N otic e th e effe c t of .

r ep et i t i on in t hi s p ar ag r aph

Th e scop fe y o
p i b l
an fl t i
os s g el t i e f
‘

il d i
ec ve re u a on o ra roa s s

li m i ted t o a r el at ively n arrow s ph er e Re gu l at i on m ay p reven t .

o s i t iv e a b u s es lik e d i s cr i m i n a t i on o r r eb a t i n g o r ex c e s s iv e ra t e s
p , , .

R egu l a t i on m ay p r ev en t p er s i s t en t d i s r ega r d o f de fi n i te pu b li c
d e m a n ds . Re gu l a t i on m ay com pe l t h e cor r ec t i on of de fi n i t e e vil s ,

lik e t h e u se of u n san i t a ry ca r s B u t regu l a t i on can n ot m ak e an

.

i n effici en t b u s i n ess effic i en t Regu l a t i on can n ot su ppl y i n i t i at ive

.
 10 ESSENTIAL S OF B U S INESS EN GLI S H ,

and en er gy . Regu l at i on ca n n ot v
o er com e t h e w ast i n g S c i kn ess of

m on opoly . R egu l a t i on m ay cu r b
v elop t h e a ct i on
, b u t it ca n n ot de ,

of r ail r oa d offi ci al s Th e p oli cy of r eg u l a t i n g p u b li c servi ce c om

“
.

pa n i e s i s sou n d b u t i t m u st n ot b e ov erw or k ed
,
— B r a n de i s B us i n ess .
,

as a P r of es s i on .

4 . Th e use of specificinstan cest erms an d con cret e .

Her e ag ai n m ay b e p oin te d ou t th e v alue of d et ail Y ou .

n h i l a r n —
h ave see ow t h elp s c e ess Op en in g ou t an d clear in g
up g en er al or ab st r ac t term s th at m igh t b e Ob scu r e or u n f a
m ili ar I t i s even m or e v alu ab l e as a m ean s t o eff e c t iven ess
. .

Ou r em ot i on s ar e ar ou sed n ot b y th e wh ol e cl ass b y th e g en ,

er al t r u th b u t b y th e i n dividu al b y th e a c tu al livi n g p r es
, ,

We ar e m oved t o act ion b y som e det ail of p r e

en t Ob j ec t .

sen t at ion th at t ouch es an em ot i on al sp r i n g

“ Negl ec ted
“ .

childh ood sti rs little feelin g in u s ; Th e n egl ecte d chil

d r en of th e sl u m s c om es ver y lit tl e n ear er t o u s ; Th e “
child ren of th e c rowd ed t en em en ts wh o h ave n o pl aygr oun d
” “
b u t th e str eets t ou ch es on ly th e m or e sen si t ive sou l s ; Lit
tl e p al e b lu e eye d Tom m y Ryan g aspi n g f or b r eath in th e
,
-

”
h ot ki t ch en wh er e h e lives wi th h is m oth er b r in gs d oll ar s
en ough t o sen d Tomm y an d h i s m oth er f or a week in th e

c oun try .

0 Hen ry d esc ri b in g th e sh op gi rl in on e of h is st or i es
“
-
,
.
,

c ould h ave said Her p r om oti on w as th e r esul t of str en gth

, ,
”
c our age in n oc en ce p at i en c e an d l oyal ty an d w e Sh ould
, , , ,

h ave h ad n o em oti on al r eact i on n o ch arm of h u m or an d

n o r eal vi si on of t h e gi r l H e did say “ H er r i se t o an
.
,

,
,

e igh t d oll ar a w eek sal ar y is th e c om b i n ed sto

- - -
r i e s of H er
”
cul es J oan of A r c Un a J ob an d L ittle Re d Ridin g Hood
, , , ,
.

Th en w e see h er st r uggl e an d w e see th e hum or of th e ,

d et ail s b y which h e p r esen ts it S uch suggestive d etails as .

th ese som et i m es give a v er y n ic e t ouch of r oman c e as in ,

Modern t r an spor ta t i on i s a j u n gl e o f r ou t e s ca llin g f or i li sts

s pe c a
112 E S S ENT IAL S OF BU SI N ES S E NGL I S H

se l l in g p o n t si an d h ese ; t o fin d
to m a ke th e m ost of t
ou t t h e g en iu s of y ou r t op i c t h e t h in g s t h at m ak e i t w h at ,

i t i s t h e t h i n g th at i t i s r e al ly g ood f or t h e t i m e wh en it
, ,
,

i s m ost ap p r op r i at e t h e ci r cl e t o w h om i t is t o b e giv en
,

t h ese an d m an y m or e p oi n t s t h at c om e t o a w r i t er wi th
e xp er i en c e an d ob ser v at i on ar e t h e p oi n t s th at g o t o m ak e ,

r el e v an cy To m od er n a dve r t i si n g an d t o t h e stu dies in

.

t h e p sy ch ol ogy of a dv er t i si n g w e owe m uch of ou r r ealiz a ,

t i on of th e v alu e of r el e v an c y .

S u p p ose y ou w an t e d t o m ak e som e on e r ealiz e wh at a

,

good l u n ch eon y ou w er e g oin g t o h ave ; su pp ose in d eed , ,

y ou w er e th e m an ag er of a r e st au r an t an d w an t ed t o
a t t r a c t c u st om e r s f or y ou r sp e ci al sp r i n g d el i caci e s

Y ou c ou ld say
“ W e will h av e sp r in g chi ck en an d str aw
,
.

b er r y sh ort cake an d l eave it at th at b u t th e an n ou n cem en t

-
,

w oul d attr act on ly th e ver y hun gr y I f y ou sh ou ld say

“ W e w ill h ave sp r in g chick en gr own in th e c oun try am on g
.
,

th e cl ov er an d d ai si es an d sh or t c ak e f r ag r an t as E ast er,
-
,

lil ies y ou w ould m i ss y ou r p oin t— you would sin again st

” —

r el ev an c y Th ese th in g s ar e t o b e ea ten
. Y ou r d esc r ip t i on .

of th em an d y ou r app e al t o y ou r h e ar er m u st b e a dd r esse d

t o th e sen se of t aste— on l y p ar t i all y an d i n ci d en tall y t o th e

sen s e of sigh t ; m ak e on l y a sligh t c on c essi on t o th e f a c t t h at

w e b egi n t o e at w i th ou r ey e s I sn t thi s a cc oun t of y our

’
.

l u n ch eon m or e fiel ev an t ?
W w ill h v b il d h i k — li t tl t d
e a e ro ehi k c b il dc en s e, en er c c en s ro e

ou t f d
o b gh t i
oo r s, h t pl t t
r ou d t n d li t b w
on a o a er , on e o a e ca e ro n,

s e a son e d w i t h t h d li i fl v f w d mk
e e t
c ou s h of b tt
a or o oo -
s o e, a ou c u er ,

a spr n i kli n g of sa lt , an d a d a sh of
p a pr ik a . A n d t h en w e w ill h a v e
s h o r t f ca k e — r ea l h om e m a de -
b i scu i t sh or t -
ca k e, wh te i an d fia ky , sw im
m i n g in c r u sh e d s t r aw b e r r esi — t h e r i p es t , r edde s t , j u ci e s t of s t raw

b i
er r es .

I f y ou w er e se llin g all kin d s of st at i on er y an d u sed th e ~

followin g det ail s in tw o adv e r t i sem en ts which w ould y ou ,

 E FF E C TIVENESS 1 13

put i n to a tra d e j ou rn al an d which in t o a w om an

’
s m aga
z nei ?
l

Th e pu r ch a s n
1 . a en t f or a i g g
a r e fir m s a s
y l g of ou r p a pe r
I n o w u se i t f or e eryt h n — e t t e r -h ea d s, o ce a n d
i g l v ffi f act ory f or m s ,

r i ce li st s e t c I t i s e con om i ca l ; i t i s du ra b l e ; i t i s c l e a r o f fi n i s h ;
p , .

i t h a s qu a li ty i n th e f eel of i t I t i s w a t er m a r k ed ; t h e m a n wh o
.

ma k e s i t see m s t o s ay I w ill a l ways m a k e t h i s p a p er j u st w h a t

‘
,

i t i s n ow I w ill n ever ch ea p en t h i s pa per on w h i ch I h a ve set

.

my
2 . Th e fin e q u ali t i e s of ou r i
s t a t on e r y a re m u ch e n h an ce d by
th e cu t of th e en v e l o pe t h e s iz e
,
an d s h a pe of the s h e et , th e s h a de s

of th e l
co o r ed borders t h e gol d
, ed g es , an d th e i i box es
a rt st c an d

r i bbon s .

S u pp ose y ou
w er e th e p r op r ietor of a sod a foun tain -

wh er e y ou su pplied al l sor ts of soft dr in ks wh i ch of th ese ,

an n ou n c em en ts w ou ld y ou m ak e on D e c em b er 1 5 an d w hich

on J ul y 15 ?
1 . S pa rklin g, b bb li g
u n , tw in kli n g a er a t e d w a t er s ; f ru i t i ces ;
-

gra p e j u i ce ; a n d l em on a de .

2 A cu p o f ch ocol a t e p i pi n g h ot f ra g ra n t a n d com for t i n g ; s m ok

.
, ,

in g bo u ill on t h a t w ill m a k e you f or g et t h e t em per a t u r e o u t s i de .

EXE RCI SE 3
1 . Wr i te a p arag r aph p ar t i all y desc r ib in g a vi si t t o Flor
id a in th e wi n ter— m aki n g th e d et ail s r el ev an t t o th e su b
j e ct an d th e season .
—

2 . Wr i t e
p ar agr aph descr ib in g in p ar t an exp er ien c e
a

in th e Can ad i an Rocki es l n t h e su mm er m aki n g t h e d et ail s ,

r el ev an t t o t h e su b j e ct an d th e season .

3 W r i te an a dver t i sem en t of c an di es c on t ai n in g rel ev an t

.
,

detail s .

a ) Th e c an di es th em selves .

b ) Th e p ack ag es .

4 Wr i t e dver ti sem en t of h osi ery m akin g th e det ails

'

. an a ,
1 14 E S S E N TI A L S OF BU S IN ES S E NG LI S H

l v
r e e an t t o th e ar t icl e an d p er su asive t o th e po
ssi b l e cu s

t om er .

a ) H osi ery f or m en .

12 ) H osi ery f or w om en .

5 . Wr i te an a dver tisem en t of a p ort in g g oods h ouse

s -

a pp ealin g
) To m en
a .

b ) To high sch ool b oys -

.

0) To high sch ool gi r l s -

.

d ) To gr amm ar sch ool b oys -

.

6 . Wr ite an adver ti sem en t of a sp or t i n g g oods h ou se -

a ) For D e c em b er 1 5 .

b ) For Jul y 1 5 .

6 Exact ness
. ugg estiveness —I t d ep en d s en ti rely on
or s .

wh at kin d of m ater i al y ou ar e h an dl in g wh at audi en c e you ,

ar e a dd r essi n g an d wh at y ou r pu r p ose is as t o wh eth er

, ,

e x ac tn ess of d e t ail or su gge st iv en ess is m or e efiectiv e If .

y o u w e r e w r i t in g t o an e n gi n eer i n g j ou r n al y ou w ould

F r om Ma y 4 , 1 9 05 , w h en w or k was st a r t e d b y th e U it n ed S t at e s
Gv Ca n al Ap il v e be e n
“
o e r n m en t on t h e P an a m a , to r 1 , 19 1 4 , t h e r e h a
h au l e d f r om th e va r i ou s cu t s to d mp u , cu bi c ya r d s of
”
m a te r i a l or s p oil .

I f you wer e writin g to a p op ul ar m agazin e y ou would

Th e x v m ate r i a l f r om t h e en t i r e can a l wou l d m ak e a

e ca a te d

li n e of s ix ty t h r ee pyr a m i ds e a ch on e equ a l i n s ize t o t h e G rea t

-

Pyra m i d of E gyp t r e ach i n g u p F if th Av en u e f rom t h e B a t t e ry to

,

H a r l em a d i sta n ce of n i n e m il es
,
.

Or t o v ary th e illustr ation

Th e am o u n t of diggi n g don e w ou l d O pen a ca n a l fif ty fiv e -
fee t
W i de an d t en fe e t deep f rom Ma i n e t o Ore gon .

S upp ose y ou were m akin g up a p ar ty of y oun g l adies to

116 E SS ENT I A L S OF BU S I N E S S E N G L I S H

p ort of th e Washin gton D C Cham b er of Com m er ce

“
re
”
L ife p r efix ed th e c ap ti on E asily F ix ed
”
, .
,

.
.

Wh t b i m ag ll y d i wh t i d t y m t
u s n es s d en en er a e s r e, a n us r os n ee s,
‘

“
is th e i
cer t a n ty of a
p er odi of r e st f or t h e p ea ce u r ea d u s t m en t f l j
of a ll en t er pr s e i th at i s i n con si s t en t w t h i
t h e a ccept e d p r n c p e s i i l
of l aw an d eth c s, i anvan cem en t o f a l l in di
d f or t h e en e r g et i c ad

vi dua l en dea vor s f ree of a n y s en se o f r ep r e s s i on s ecu re in a s en se .

,

o f li b e r t o f a c t i on a n d gu a r ded f r om t h e da n ge r t h a t t h e d i s
y ,

cl o s u r e of pe r son a l p r e r oga t iv e s an d pe r son a l a ch i ev em en t s w ou l d

e n t a il .

Com p ar e th e tw o
for egoi n g p ar agr aph s wi th th i s en th u
siast ic sp e cific eff e ct ive p ar a g r aph f r om A r n old B en n et t s
“
’
, ,
”
You r Un i te d S tates .

Th P ylv i
e t t i i
en n sN w Y k i f ll f t h
an a s a bl on n e or s u o e no e

qu a li t i e s t h a t fin e a n d h e r o i c i m a gi n a t i on a l o n e ca n giv e Th a t .

t h e re e xi s ted a r a il roa d m a n poet i c a n d au da c i ou s e n ou gh t o w an t

i t a rch i t ect s w i t h g en i u s pow e r f u l en ou gh t o c re a t e i t a n d a
, ,

o l o v e i t — t h es e t h i n gs a re f or m e a
.

p u b li c w i th h ea r t e n ou gh t
su r e r p roo f t h a t t h e A m e r i can i s a g r ea t r a ce t h a n t h e e xi s t e n ce

of a n y q u a n t i ty o f w ea l t h y u n iv er s i t i es m u seu m s o f c l a s s i c a r t , ,

a s soc i a t i on s f or p r i s on r e fo r m or de ep de lv ed s a f e de pos i t v au l t s
,
- -

cra m m e d w i t h b on ds S u ch a m on u m en t does n ot spr i ng u p b y

.

ch ance ; i t i s pa r t o f t h e s l ow fl ow e r i n g o f a n a t i on s s ecr e t s pi r i t !
’
.

8 S ummar i es
. an d t ab ul at ed st at emen t s — A b u si n ess or

scien t ific ar t i cl e or l etter m ay often se c u r e g r eat eff ective

n e ss b y p r e sen t i n g it s m at e r i al in th e f or m of an an al y z e d

su mm ary wi th t h e i t em s set ap ar t an d n u m b er e d Man y .

p er son s ar e attr ac ted b y th ese t ab l es an d oth er gr aphic

p r esen t at i on s of m ater i al .

Th e r e ar e esp eci all y in th e b u si n ess w orld m an y p er

, ,

son s wh o n ee d n ot am pl e st at em en t of d et ail an d w ell st at ed

,
-

r eason s b u t a c on d en se d vi ew a sor t of pi ctu r e which th ey

, ,

can g r asp quickly an d easily For ex am pl e .

1 . I f you w a n t t o
Prol on g th e lif e of you r en gi n e
 E FFE C TIVE N E S S 1 17

Redu ce keep expen se u p-

Ret a r d de p rec i a t i on
A dd t o com for t a n d s a fety
P r e v en t d e l a ys a n d r epa i r s
se e t h a t yo u r ca r i s e q u i ppe d w i t h ou r s p r i n gs .

2 M r s F r e de ri ck su m s u p t h e ca u se s o f e igh ty pe r cen t o f th e
. .

i n effi c i en cy of h ou sew o r k
l Th e w o r k e r doe s n ot h a v e a l l t h e n e e d fu l too l s or u t e n s il s
.

a t h a n d b e for e h e r w h e n s h e b egi n s to w or k ; t h ere for e ,

2 S h e w a st e s t i m e a n d e ff o r t w a lki n g t o h u n t i n g f or o r f et ch
.
, ,

i n g i n gr e di e n t s t ool s o r m a t e r i a l s sh e n egl ect ed t o h a v e a t h a n d

, ,

w h en sh e b eg a n t h e t a sk .

3 S h e s t ops i n t h e m i ddl e of on e ta sk to do s om et h i n g el se
.

u i te u n r e la te d
q .

4 S h e l ow er s t h e e ffi c i en cy o f good w or k b y l os i n g t i m e p u t t i n g
.

t ool s or w or k a w a y gen e r a lly du e t o po or a rr a n gem e n t of ki t ch e n

, ,

pan t ry a n d c l o set s
, .

5 S h e u s es a poo r t ool or a w r on g on e ; or w ork s a t a t ab l e

.
, ,

si n k , i ron i n g boa r d or m ol di n g boa rd of t h e w ron g h e igh t f rom

-
,
-

th e fl oo r .

6 . Sh e l o se s t i m e be ca u s e sh e doe s n ot k eep su ffici en t s u pp li e s

on h an d, an d b e ca u s e sh e does n ot k eep h er t oo l s an d u t en s il s in
goo d con d i t i on .

9 . An alysis i an d a m att er of f a c t
org an zat ion — As ,

g r eat effe c t iven ess is achieved b y givin g t o y ou r wh ol e

sp ee ch a r t i cl e , or l et t e r th i s at m osp h er e of or g an iz at i on
, .

Wh eth er or n ot y ou n um b er y ou r _p oin ts y ou r sel f y ou r ,

r e ad er or h e ar e r sh oul d b e ab l e t o n u m b er th em D o y ou r .
,
’

thin kin g b y dist in ct l og ical step s so th at it n ot on l y can

, ' ,

b e b u t m u st b e un d er st ood an d r em emb er ed .

Thi s or gan iz at i on an d an alysi s of y ou r t h ough t an d m ate

r i al h as b een em ph asiz e d in y ou r e x er ci ses in b u si n ess com

p ositi on ; it h as b een stated as a fac t or in clearn ess ; i t

i s di scu sse d un der th e m aki n g of a sp ee ch an d un d er ,

thin ki n g ou t a l ett er Th e aim h as b een t o ex em plify it

.

in ever y ch ap te r of thi s b ook I t is i ndi sp en sab l e t o eff e c .

t iv en ess of th e p r ac t ic al an d l ogic al sor t .

118 E S SE N TIAL S OF BU S INES S ENGLI SH

1 0 Sin cerity — A
. . hful n ess
t on e of dign i ty an d t ru t
se cu r es g r e at an d l ast i n g efiectiven ess Th e applic an t wh o .

st ates h is qu alific at i on s m od est ly an d t r u thfully wi t h r eal

dign ity is th e on e wh o m akes th e efiectiv e applic ati on Th e

, .

a dv er t i sem en t t h at m ak es n o f al se p r om i ses b u t is en th u si

ast i o an d r el ev an t i s th e on e t h at att r a c ts d es i r ab l e an d

p erm an en t resp on se No r ead er b eli eves th at h op el ess dis

'
.

a ster will ov ert ak e h im i f h e d oe s n ot act N OW On l y th e .

m ost i n exp er t p er son w ould b e t ak en in or pu sh ed t o a ,

decision b y ur gen ci es so cr ude as th e f oll owin g

On l y a few days r em a n i du r in g wh i ch you m ay ob ta i n th e b en efit
of th e l arge r edu ct on i off e r e d f r om r e gu l a r p r i ce s .

Si t dow n t o day t h i s h ou r , t h i s v er y m i nu t e, an d w r i t e to m e .

You mu s t ac t at onc e .

You w ill a b l t ly
so u e ne v er h ave a n oth er O ppor t u n i ty to s ecu r e

t h ese gl or i ou s b k t
oo s a a n yt h n i g lik e th is p r i ce .

L et us h ea r f rom y ou by re t u rn m a il . Ma k e ou t you r or der a n d

M AI L I T TO A D Y .

Rem em b er it i s YOUR b en efi t th at we a r e s ee ki n g .

1 1 Emph asis
. on th e f ocus .
—I n
c e th er e is a ea ch s en t en

m ai n id ea ; we h av e dis cus sed th e m ean s of th r owin g this

up in to a high ligh t I n ever y p ar ag r ap h th er e is an i t em
.

or a th ough t or a pu rp ose t o b e m ad e cl ear an d eff e c t iv e In .

ev er t icl l tt p ch t h i t h ugh t a
y a r e or e e r or s ee er e s a o or
,

sm all ser i es of th ough t s w hic h c on st i t ut es it s r e ason f or

b ein g D e cide in ever y c ase w h at thi s f oc u s thi s h eart of

.
,

y ou r l e tt e r i s an d b r,
i n g it i n t o p r om i n en c e b y som e of

t h e m ean s we h ave di scu ssed Mak e y ou r c en tr al p oin t

.

cl ear P u t your clim ax wh er e it b el on gs an d light it up

.
, .

Th er e will b e som e p r a c t ic al illu str at i on s of thi s in th e

l ett ers ( Ch ap t er XI I A ) ,
.

12 Reaching
. usion — I n b u sin ess wri tin g esp e
a con cl ,

cial l y y ou n ee d th e eff e c t of p u shin g on t o a c on clus i on ;

,

in s cie n t ific wr it in g y ou m ay say th at y ou h ave n ot d ata !

 G E NE RAL E XERCI SE S IN BU S I NE SS CO M P O SI TI ON
Th e a r t an d b usin ess of dver t isin g is as y ou kn ow a
a , ,

ver y el ab or ate thin g Rapid an d c om pl ete c omm un i cat i on

.

al l ov er t h e w or l d h as c om p l e t el y al t er e d th e p r ob l em s of

selli n g g oods ; n at i on al an d i n t ern at i on al sell i n g c on st i tu t es

m u ch of th e b u sin ess of ou r d ay Thi s h as r ai se d adve r ti s

.

i n g t o a pl ac e of g r eat i m p or t an c e ; an a dv er t i sin g exp er t

mu st b e t r ain ed a s el ab or atel y as a l awy er or a d oct or .

B u t so f ar as th e fin al b asic p r i n cipl es g o th ey ar e sim ,

p ;l e a s a_ m a t t e r of f a c t,
t h ey ar e t h e f u n d am en t a l ch ar a c
t e r ist ics of all g ood wr i t i n g Th ese p r i n cipl es ar e in d ee d
.
,

on ly ou r t w o f r i en d s— cl ear n ess an d eff e ct iven ess .

A t th e sam e t i m e i t m u st b e r em em b er ed th at adver t i se
,

m en t s di ff er f r om oth er c om p osi t i on s in th e m an n er of
th ei r app r oach t o th e r e ad er Th ey m u st b e pl an n ed t o
.

c at ch t h e w an d er i n g ey e an d t o h old at t en t i on u n t il t h e i r

p u rp ose is acc om plish ed Th ey h ave on ly a m om en t in

.

which t o t ell th ei r wh ole st or y an d in th at m om en t th ey

,

mu st over com e an i n di ffer en t or ev en h ostil e att i tu de in th e

r e ad e r,
c on vin ce h im of t h e d esi r ab il ity of a c er tain act ,

an d p e r su a d e h im t o p e r f or m t h at a ct .

I f y ou w ill ex am i n e a n u m b er of e ff ect ive a dver t i sem en t s ,

y ou will see t h at th e w r i te rs h ad cl early in m in d th r ee dis

t in c t ob j e c t s
1 To c at ch an d h old th e r ead er s at ten t i on b y app ealin g
’
.

t o som e i n te r est t h at i s e asil y r ou se d ;

2 To c on vey som e c on vi n ci n g in f or m at i on in th e f ew est
.

p ossibl e w or d s ;
3 B y a di r e c t app e al t o h is d esi r es t o p er su ad e h im t o
.

ac t i on.
 E FFE C TIVE N E S S 121

wr i tin g of adver tisem ent s is a fin e di scipli n e f or th e

Th e
secu r m g of cl earn ess an d effec t iv en ess Try th ese exer cises :
.

1 You are a m an ufac tu r e of t oil et art icl es soap p er

. r — ,

fu m es fac e p owd er s d en t ifr ic es

,
-
,
.

a ) W r i t e an advert i se
'
m en t of you r soap ( or som e p a r

ticu l ar v ar i ety of it ) t o b e r u n in an au tom ob il e t r a d e

j ou rn al ; m ake it r el evan t —t o th e soap t o th e custom er
, ,

t o th e adve r t i s i n g m e dium .

e
h ) W r i t e an adver t i sem en t of a soap to b e r u n in Th e
Woman s H ome Comp anion ; m ake it r elev an t
’
.

0) Wr i te an a dv er t i sem en t of sev er al v ar i et i es of fa c e

p ow der ; ch oose th e m e dium in wh ich y ou will r u n it .

d ) W r i t e a fold er of ab ou t a h u n dr e d w or d s ad v er ti si n g
y ou r de n t i f r ic e ; m ak e i t r el e v an t t o t h e pu r p ose of t h e

g oods .

2 Y ou r d ep ar tm en t stor e is h avi n g a sal e of sh oes W r i te

. .

a dver ti sem en ts f or th e m orn i n g p ap er

a ) For m en s sh oes
’
.

b ) For w om en s sh oes
’
.

3 You ar e a d eal er in st at i on er y
. . Wr ite an adver ti se
m en t t o b e u sed in th e m or n in g p ap er on th e day th at sch ool
op en s .

Y ou ar e n ot r esp on si b l e f or ill u st rat i on ty p e or an y of

, ,

t h e di spl ay feat u r es ; you ar e t o p r od u c e on ly c op y .

 C HA P TE R I X
S POKEN E NGLI S H
A . SPE A K I NG E NGL I S H
A ll th e fun d am en t al m atter s th at we h ave studied so f ar
appl y b ot h t o w r i t t en an d t o sp ok en E n gli sh B oth Sh oul d .

b e g r am m at ic ally c orr ec t ; f or b oth th e c or r e c t an d p r e ci se

wor d is n ec essary ; b oth sh oul d sh ow a sufficien t r an ge of
exp r essi on t o se c u r e v ar i ety an d e x ac tn ess ; b ot h sh ould s o

ch oose an d ar r an ge th eir m ater i al as to c on serve c or re ct

n ess cl ear n e ss an d eff e c t iven ess
, , .

Th er e c om es a p oin t h ow ev er wh en th e t w o for m s of
, ,

exp r e ssi on div e r g e ; t h e r e a r e so m e c on s id e r a t i on s— as f or

x
e a m pl e e
,
n u n ci a t i on a n d p r on u n ci at i on — th at c on c ern
sp ok en E n gli sh on l y ; oth er s as sp ell i n g an d pun c t u at i on
, ,

con c er n w r itten E n gli sh on l y .

I t is n ot n ec essar y t o sp eak of th e i m p ort an c e of ou r

sp ok en w or d or t o t ell an y st ud en t h ow m u ch it c oun t s
,

in p r act i cal affai rs P oor P et er t h e G alilean fish er m an

.
, ,

st ill u se d t h e r u d e sw ear w or d s an d p rob ab l y th e u n g r am

-
,

m at ical ver n acul ar of h is b a ck c ou n t ry vill age an d th e ci ty

-
,

ser v an t gi r l s j eer e d at h is d en i al s B u t every m an s S p ee ch

’
-
.

‘
b ewr ay eth h im ”
.O f c ou rs e w h en a m an h as att ai n e d su c
,

c ess wh en h e h as a p r osp er ous office or b el on gs t o a b ig

, ,

fir m h e can h ave st en ogr ap h ers wh ose t r ai n i n g h as e quip p ed

,

th em to t ak e c ar e of th e m ech an ic al an d m an u al sid e of th e
wr i ti n g ; t o su p ply th e pun ctu at i on an d sp ellin g ; t o ar r an ge
th e m at e r i al t o th e b est advan t ag e ; an d in r ar e c ases t o ,

c or r e ct th e er r or s in g r amm ar an d dic ti on th at slip in to

th e B oss S
’
dict ati on .

B u t wh en h e sp eak s a m an st an d s al on e Wh en h e g oe s
, .

1 22
1 24 E S S E N T I AL S OF BU S I N E S S E N G LI S H

m ean in g wh en we talk ; wh en we wr i te we h ave onl y th e ,

b l ack an d w hi t e p ag e an d we can n ot t ak e ch an c es as t o ou r
- -
,

m ean i n g We m ust m ake it cl ear th er efor e we can n ot

.
,

r i sk c on d en s at i on e li m in at i on hin ts an d fragm en ts of
, , ,

sen t en ces .

3 . ch an ce f or r ep et it i on m akes a very r eal c on di

Th e
t i on in or al ex p r essi on We kn ow th at if we ar e n ot un d er
.

st ood in on e f or m w e can al t e r th e f or m ; we can am p l if y a t

w ill ; i n d ee d r ep e t i t i on m ay in c on v ers at i on t ak e th e pl ac e
,
.

of al m ost an y of t h e d evic es t h at se c u r e cl e ar n ess an d eff ec

t iv en ess Th er e is n o p e r m an en t r e c or d of ou r sp ok en
.

m at er i al t o which ou r h ear er m ay t u rn a gain an d again as ,

ou r r ea d er t o th e w r i tt en or p r i n t e d p a g e Re p et i t i on is .
,

in a sen se a su b st i tu t e f or p er m an en ce
, An y of th ese .

all ow ab l e p e c ul i ar i t i es of c ol l oqu i al sp ee ch m ay b e ov er

wor k e d or ex agg er ate d ; such ab u ses of th em we m u st con

st an tl y gu ar d a g ai n st .

2 Co
. n v e r sa t i on al m a n n er s — Th er e is a l ar g e n um b er .

of t hi n gs which w h il e t h ey d o n ot in a st r ic t i n t erp r et a
, ,

t i on b el on g t o a c ou r se in E n gli sh ar e t oo i m p or t an t t o b e
, ,

ign or ed in an y l esson s on sp eakin g Th ey ar e in d eed .

, ,

l ar gely m atter s of m an n er s r ath er th an of l an gu age A ,

.

”
g r e at m an y o f t h em m u st b e g iv en as m er e D on t s
’ ’
.

1 Cu l t ivat e a pl easan t v oic e I f y ou d on t kn ow y our

’
. .

fau l ts in th is p ar ti cu l ar g et a f r i en d or t each er t o c r i ticize

,

an d h el p y ou .

A h ar sh r aspin g v oic e will fi n ally i rr i t at e th e p er son s

,

y ou h ave t o de al w i th i n t o a st at e of g en e r al an d a cu t e
an t a g on i sm t o y ou w hich t h ey m ay n ot b e ab l e t o expl ai n ,

or which t h ey m ay at t r i b u t e t o s om e d eep seat e d d e fe c t in -

y ou r p er s on ali ty .

An u n du l y l ou d v oic e will m i sr ep r esen t y ou seem in g t o ,

exp r e ss an am ou n t of e g ot i sm an d b u m p t i ou sn ess of which

y ou ar e n o t g u il ty .
 SPOKEN EN GL ISH 1 25

A l evel m on oton e is fat al t o efiectiv en ess Th e soothin g .

qu ali t ies of su ch a voice m ay b e an asset if y ou are a n u r se ;

b u t in m ost oth er b u sin esses y ou n ee d v ar i ety an d fl ex i
b il ity of v oic e
D on t t alk th r ough y ou r n ose Thi s d efect is so easil y
’
.

c u r e d th at th e failu r e t o cur e it is justly set d own as an

un p ar don ab l e failu r e .

A high ex ci t e d t r eb l e will c r eat e an u n b ear ab l e n er v ou s

,

ten si on in an en t i r e offi ce f or c e .

A l ow soci ety m u rm u r is n ot th e id eal f or a b u sin ess gi rl

t o se t h e r self ; a qui et b u t cl ea r an d c r i sp en un c i at i on th at
,

car r i es t o th e oth e r en d of th e t el eph on e wi r e an d th at ,

cau ses th e h e ar er n o e ff or t in li st en i n g i s a b et t er id eal ,

.

n ou —
S u ch a v oic e ee d ot b e l d it s eff e ct iven ess is in dep en
n

den t of v ol u m e of sou n d .

A d eep q u i et ch est t on e p r od u ce d lik e th e si n gi n g v oic e

, , ,

as it w ere f r om th e di aph ra g m seem s b es t in al l v oc al t r an s

,

a c t i on s .

2 A m er ic an s h ave p r ac t ic ally on l y on e gestu r e or r ath er

.
,

gesticu l at i on an d th at is th e gestur e of p oin tin g Thi s

, .

can b ecom e v er y i rr i t at in g an d i s in m an y ci r cl es con si d

er e d ill b r e d
-
Th e d r am at ic g estu r e th at sh ou ld a cc om p an y
.

p u b lic sp eaki g sh ou ld b e m ade a matt e of stu dy un l ess

n r — ,

i n deed th e stu den t h as th e d r am at ic tem p er am en t an d u ses

, ,

in st in c t ivel y el oqu en t an d eff e c t iv e gestu r es .

D on t l au gh or ev en sm il e whil e y ou t alk u n l ess of

’
, ,

Cou rs e y ou ar e qu i t e ov er c om e wi th th e f u n of y our own

,

sp ee ch — an d d on t giggl e w h en y ou h av e fi n i sh e d
’
.

3 Lis ten wh en th e oth er p er son is t alkin g

. G ive h im .

y ou r ey es an d y ou r at t en t i on n o m att er wh at i s g oi n g on
,

ar ou n d y ou D on t seek h im or d on t r ec eive h im u n l ess

’ ’
.
, ,

y ou c a n g i v e h i m y ou r u n divid e d att en t i o n H e h a s a r igh t .

t o f ee l t h at h e is as i m p or t an t as an y of th e p er son s wh ose
l etter s l ie on you r desk .
126 E S S E NT I AL S OF BU S I N E S S E NGL I S H

D on t um b l e aw ay say in g uh h u h jus t so exactly pr e

’
r -
, , ,

cis ely I k n ow i t an d u t t er in g ot h er ph r ases an d in ar t ic ul at e

, ,

soun d s t h at ar i s e ou t of m er e n er v ou sn ess on y ou r p ar t ; at

b est th ey ar e in t en d ed t o exp r ess agr eem en t or en cou r age

m en t— an d th es e ar e m uch b ett er exp r essed b y y ou r att i tud e
of at t en t i on an d i n t er est .

4 Reply t o wh at y our p ar tn er in th e i n t ervi ew or th e

.

c on v ersati on says D on t h av e th e m an n er of w ait in g f or

.
’

th e l as t b ar e w or d to issu e f r om h is lip s I n or d er t o t ell ,

a m or e or l ess r el ev an t st ory or t o m ak e s om e h alf u n con -

n ect ed st at em en t of y ou r own Thi s h ab i t it is th at kills .

,

c on v er sat i on an d cl ogs or al b usi n ess am on g Am er ic an m en

5 D on t
.
“cu t in
”
’
Try t o w ait ti l l t h e oth er m an h as
.
.

h ad h is say Or if y ou fin d y ou r self in th e t oil s of a h op e

.

l essly l on g win ded in t ervi ewer or if y ou see t h at som eon e

-
,

is g oi n g t o m ak e a l on g expl an at i on of som ethi n g y ou

al r eady k n ow y ou m ay i n t err up t wi th a c ou r t eou s p hr ase
,
:

P ar don m e, I can sp ar e y ou th e exp lan ati on , et c .

(
Oh ,
kn ow t h er e will c om e an em er gen cy wh en
y es, I
b u t is su ch an em er g en cy n ot b est m et b y t h r owi n g th e st ill ~
t alkin g vi si t or ou t of t h e win d ow ? )
6 D on t say y u p or y ah or n op e or na h or an y thin g el se
’
.
,

in pl ac e of t h ese w or d s b u t a c ou rt eou s yes or n o In c ase .

y o u ar e s p e a ki n g t o an e ld er o r a s up er i or or a n i n st r uc t
,
or , ,

y ou m a y f oll ow s om e o f y ou r y es s an d n o s b y a s i r or
’ ’

ma dam or b y th e n am e of t h e p er son Yes Mr B ru ce or

, , ,
.
,

N 0 Miss L ewis B u t wh en y ou ar e w or ki n g wi th t hi s p er son

, .

f or h ou r s at a t i m e t h i s p r ac t ic e m ay b ec om e v ery i r r i t at in g
, ,

an d a si m pl e y es or n o m ay b e so p r on oun c ed as t o b e al l

t h at c ou r tesy d em an d s .

I f y ou ar e in a p u b lic pl ac e an d h av e t o t alk wi t h st r an
ger s n ev er say L ad y or Mister S ay Mada m t o all w om en
, .

oth er th an m er e gi r l s ; t o v ery y oun g gi r l s s ay Miss ; t o all

m en say S ir .
1 28 E S SENTIAL S OF BU S INESS EN GLI SH

ce r el y sym p ath etic in ter est

ill pl ease an d r eassu r e you r
w
au di en c e m ore t h an an y am oun t of i n c orr e c t sp ee ch .

N o t a c t fu l p er son w i ll h ow ever osten t ati ou sly u se th e

, ,

cor r e c t w or d so a s t o seem t o r eb u k e t h e p er son wh o h as

u se d t h e i n c or r e c t on e ; h e wil l ch oose som e ot h er f or m of

ex p r essi on .

A b u sin ess sp ee ch or i n terv i ew is n ot a d eb at e or a t alk

in g m at ch D on t c on tr adic t I f it c om es t o a d r awn qu es
’
-
. .

t i on shif t th e g r ou n d as t ac t ful l y as p ossib l e as y ou do on

, ,

a soci al occasi on .

E XE R CI S E 1

1 Wr it e a qu iz of fifteen qu esti on s on th is ch ap ter u p

.

t o th i s p oi n t Th ey sh ou ld all b e qu est i on s th at y ou can

.

an sw er N on e of th em sh ou ld b e an swer ab l e b y a m er e y es
.

or n o .

2 Wr i t e ou t fiv e qu est i on s suggested b y thi s ch ap ter t o

.

whi ch you n eed an swer s an d su b m it th em t o y our in str uc t or

, .

4 Caref ul enu n ci at i on — Th e clippi n g an d sl u r ri n g of

.

w or d s -an d p h r ases give a c ar eless an d s om etim es u n cu l ti

v at e d t on e t o sp ok en E n gli sh ; C m on f or c om e on ;
’ ’ ’
s w eek ,

f or th is week ; w eek , f or
’
st n ex t week ; wh ad -
j u - say, f or
wh a t did y ou say ; et c Y ou sh ou ld n ot b e p r iggi sh
. an d

t i r esom e in th e en un ci at i on of t h ese f am ili ar ph r ases ; n ei

th er sh ould y ou gl e ct fu lbe ne .

1 P r on ou n ce m an y t i m es al ou d th e ph r ases an d c om b i
.

n at i on s in th e f oll owi n g li st givi n g each l ette r it s v alu e :

,

di d you do you w a n t t o go ne xt m on t h
w h e r e a r e yo u g o i n g l a st
’
don t you S u n da y
wh at do you m ean wh a t are you do in g 1 11 8 13 8 0

wh a t th e m a t t e r
’
go on s

ou r h ou r s a re sh or t th at
’
s r igh t
2 . B el ow i s a li st
d s c omm on ly slu r r ed in
of w or p r o

n u n ci at i on P r on ou n c e e a ch on e m an y t i m es givi n g
.
,
ea ch
syll abl e it s full v alu e :
 SPOKEN EN GLI SH 29

a r ct c i m ot iv e n a tu r a l
b a r re l gen t l em a n o r d n a ry i
car r ai ge geogra ph y pi ct u r e

ch ocol a t e go v e r n m e n t e m
p o

c ru el h el p po e t
d i a m on d h el ped poe t ry

d iff er en t h i s tory rea l

ev en i n g i dea l r eco gn iz e
ex t r ao rd i n a r
y i n s t i t u t i on i eg u l a r
'

Fb e ru a ry k ept ru n i
f r i en d sh i p l a bor a t o ry s e pa r a t e

va li d li t erat u r e se v er a l
c r ea t u r e m i s er ab l e t ra n s po r t a t i on
p l a i n t i ff m orn i n g t om orr ow
s h e r iff n a t u re yes t er da y

P r on oun c e w or ds en di g ifi i d ive as
al l n in
’
, , sp ell e d— n ot

a s if th ey w e r e sp ell e d u fi u d or u v , ,
.

3 D on t d r op y ou r fin al g s in w or d s en din g in
’
ing
’
. .

go i n g r ea d ni g wr ti ing
s ea ki n g a ct i n g ca lli n g
p

5 . Care ul f p on
r i —
unc at ion A h ab i t of c orr e c t p r on u n
ciat ion is n ot set up with out study ,
an d m uch c ar e ful
p r ac tice .

1 . p r on un ci at i on of wor ds is in dic ated in y ou r dic

Th e
t ion ar y b y c er tain sign s i n ven t e d t oSh ow th e v alue assign ed
b y g ood u sage t o e a ch l et ter th at h as m or e t h an on e v al u e
‘

Y ou sh oul d b e so f am ili ar wi th t h ese sign s ( c all ed diacr it

ic al m ark s ) th at y ou can r ead at a gl an ce th e p r on un ci a
t i on of a w or d given in y our dic t ion ary .

Th e f oll owi n g ar e th e m or e i mp or tan t di ac r i tic al m ar k s

f or th e v owel s Th ey ar e d r awn fr om Web st er s I n t ern a
’
.

t ion al D ic t i on ar y an d ar e u sed al so in Web ster s S ec on

’

d ar y S ch ool D ic tion ary .

in bits , f ate , lab or a as in am , add, dom

’ ’
5 as r an

sen at e , de l i cat e , ae rial arm , f ar , fa t h er

’ ’ ’ ’
a a
a ca re , sha re , p a
’
r en t a ask , grass , p ass , dan ce
1 30 E S S E N TI AL S OF BU S IN E S S E NGL I S H
'
a as in fin
_al,
’
i n f_
’
an t , guidiance O as in Odd, n ot , t or r id,Occu r ’

' '
ii use , p ure , d u ty , ass um e
a all , awe , sw arm , t alk '
a uni te , ac tuate , ed uca t on
’ ’
i
ev e , m ete ,
’
'
seren e ‘
u ru de , r u m or, i ntrude ’

é v en t soci
’ ’
depe n d
’
ét
d
h f ull f ulfill
, , ’

en d, m et , é xcu se
’
éff a
’ , p ut ,
,
' '
fern , h er, er m ine ,
’
cv ér ti up , t ub , st ud y
de
’
p ru den ce fl
’
re cen t , cen cy , urn , f ur , con cfir ’

fiY: m Y ’ by
1

i ce , t i m e , si gh t , insp ire
’
4
0
u a
Idé h' '
trib u n al,
1

2 p l t '
y :
i n u r
y
’
, d j ivi n i ty’

' f 6 6 1, f 6 6 d, 1116 6 11
111, pin , p i t y , admi t
1
’
8
' (
Old, n Ote , O er, p r opOse v f 56 t , W 56 1, 135 6 11
’
8

O b ey
’
, t ob ac
'
c o, s or r ow
’
ou ou t , t h ou , de vou r '
'
6rb , 16rd, Or der,
’
ab h Or
’
oi O il , n o i sy’
,
a v oi d

P r on oun c e th e foll owin g w or ds obs er vin g ,

th e di ac r itical
m arks :
h at e a coh o l l f er n p r opOs a l m ut t e r f ur l
l ab or c al m er od e n ot m ut t on t ug
de li cat e b al m kn ot m ul t i p l y t ub
‘

érr
aft er F r an ce er ror Oc cu r t um u t l t un n e l
b asket dan ce i t em l or d r u ra l t uck
b r an ch gr ass u n i te Or der tu n e foo l
h alf
’

p ar en t i
p en g iz e
Or an ru d i m en t b ook
f ath er eve i ce us e f u ll r oom

ar m é vén t i
p n dul y p u ll t oo k
cas k et ser en e p i ty r e sum e t u ll e ou t

algeb r a en d p er m i t r u de
p u l p i t i n dem n i ty
al ar m sen d n ot e m fit e pur l i n dem n ify
al b i n O h er O v er
E X E RCI SE 2
1 Con sul t y ou r di ct i on ar y wh en n e c essary an d
. sp ell ou t ,

u sin g th e p r op er di a c r i t ic al m ark s, th e f oll owi n g w or ds :

gl a ss agile re b a te tu m bl e

r a f ter rol e l i ty
c ar h u rt
a tom cu li n a ry c l ot h h u st le
om en s t u den t cl ot h e s sa ta n

t ask op en i de n t i t y s at a n c i
ba si s o f t en i den t ify l ab or
t ea s e t u m or l ab ori ou s
r ou t e l
c ea r tun ic u r g en t
1 32 E S S ENT IAL S OF BU S IN E S S E NGL I S H

th e n e cessary di stin c tion s in so n u d . L earn th e m ean i n g

an y y ou d o n ot kn ow
a i r, a r e , e r e l l
c os e, c oth es su rp li ce , l
su r p u s
‘

c e r, e r r p ill ar
p ill
, ow b in , b e en

th e ir , t h e re fe ll er f ell ow
, n ew s , n oo s e

y ou r , y or e j e s t j u st gi s t
, ,
e r e, e r r , e a r

do , de w , du e ca n , k i n , k en h i r e, h igh er
p oor
, p or e , p u re b u st , b u rst a c t s, ax

s e ct s , sex for m e r ly for m a lly , l o s e l oo s e

,

l o a t h l oa t h e
, a cce t e x ce t
p p ,
f or , f u r , f a r

e ) f
S om e
or e ign b o r n s t ud e
-
n t s or st ud en t s f r om f or e ig
,
n

fam il i es h ave tr ou b l e in p r on oun cin g th e difficu l t E n gl i sh

,

P r a c t ic e f ai thfu lly th e f oll ow i n g li st Use

’ ’
th s an d wh s . .

e ach of th e w or d s in a sen t en c e .

th k an th i mbl wh l e ee

th at w thi w h er e
th aw wor th w h et h e r
th e t en t h w eat h er
t h en se ven th wh pi
t h em s ix th i
wh t e
th in th i rty w h i th er
th i n k th i r t y t h r ee-
w h en ce
t h i ck wh a t wh y

f ll i g i c ll
‘

Th e m mm w d re f re
f) o ow n s e an e ou s c o on or s a

q u en tly m i sp r on ou n ce d L ook up th e cor r ect p r on u n ci a

.

t i on in y ou r dic t i on ar y an d p r on ou n c e th em m an y t i m e s
al ou d c orr ec tly I f t w o p r on un ci ati on s ar e all ow ab l e th e
.
,

di cti on ary gives th e p r eferr ed on e fi rst .

acou s t cs i a u topsy

a ero
pl a n e aw kw a rd
a ged a ye

a li a s b ecau s e

a li b i bl d e s se

a
pr on b gh t
rou

l
a t h et e ch a mpi on
a t t orn ey col u mn
 SPOKE N ENGLI SH 133

3 . I n E n gl i sh
w or ds of m or e th an on e syll ab le th ere is a
st r ess on on e syll ab l e c al l e d acc en t— p r o tect i
’ ’
p r o
-
t e c t on
,
-
,

u n p r o tec t cd in au g u ra te in au g u ra tion Thi s i s

’ ’ ’
- - - - - - -
, , .

in dic ated in y our dic ti on ar y as sh own in th ese w or d s b y ,

an a c u t e a cc en t I n a l ar g e gr ou p of w or d s th e m ean i n g
.

of th e w or d ch an g es wi th th e a cc en t S t udy th e foll owi n g :

.
134 ESSENTIAL S OF BU S IN ESS EN GLI SH

EXER CI SE 3
1 . Use ch of th e wor ds in th e foregoin g list in a sen
ea

ten c e of y ou r own .

2 A dd t o th e li st ten w or d s wh ose m ean i n g or fun c t i on

.

ch an ges with th e acc en t .

6 Tel eph on e E ng li sh
. ci ally i m p or t an t in th e
. I t is esp e ,

tr an sa c t i on of b u sin ess ov er th e te l eph on e t o ob ser v e th e ,

c aut i on s as t o pl easan t c ourteous an d c or r ec t sp eech ; , ,

b e c ause th e t ot al i m p r essi on m ust b e m ade b y th e w or d s

an d th e v oic e Tel eph on e et iqu ette h as som e qu i t e w ell
,

defined r ul es .

1 Never ask wh en y ou c all Wh o is th is ? A sk I s th is

.
, ,

Or r ck L ock ett ? I s th is Mr B r u ce
.
’
s r esi den ce ?

2 . S p eak pl easan tly cl early , , an d c orr e ctly as in c on ver

i
sat on .

3 N ev er b e
. fresh or t ak e an y lib er ti es you w ould n ot
tak e in a f ac e t o f ac e in t er vi ew
- -
.

4 Never l ose y ou r t em p er
. .

5 I f y ou c all an d f or a b u sin ess c on sul t at i on h ave y ou r

.
‘ , ,

b u si n ess j otted d own in n otes b ef or e y ou b egin t o t alk .

6 I f y ou ar e a y oun g em pl oyee or a jun i or of an y kin d in

.
,

a b u si n ess d on t u se t h e t el ep h on e f or p er son al or s oci al

’
,

affai r s D on t all ow y ou r f am il y or f r i en d s t o c all y ou

’
.

ov er th e b u si n ess t el eph on e ex cep t in e m er gen ci e s .

7 An agr eem en t a p r om i se or an app oi n tm en t of i m p or t

.
, ,

an c e m ad e b y t el eph on e sh ould b e i mm e di atel y c on fi r m e d,

in w r i t in g f or th e r e c or d an d m em or an dum .

B . M AK I NG A S PE E CH
We un d er t ake h er e in str uct i on in a c our se in
can n ot

pub lic sp eak i n g f or t h at is a qu ite el ab or ate c ou r se of

,

st ud y an d p ra c t ic e in it self ful l en ough an d imp or tan t ,

en ough t o st an d al on e .
1 36 E SS E N T I AL S OF BU S I N E S S E NGL I S H

d et ail Con n ect th em wi th c om p an ion th ough t s an d id eas

.

an d f or c e t h em i n t o w or d s A s y ou w alk ab ou t on y ou r
.

e r r an d s as y ou g o to y ou r p l a ce of b u si n ess in th e c ar s
, ,

sp en d c on s ci ou sl y e ve r y d ay an h ou r or m or e c at ch in g an d

e x p r essi n g in g o o d sen t en c es t h e t hi n g s t h at c om e i n t o y ou r

mi n d .

2 As of te n as p ossi b l e sp e ak th ese th ough t s al ou d

. A .

ch ild t alks t o hi m sel f t o h is t oy s t o h is pil l ow t o h i s sh oes

t o h is sh ad ow ; j u st as wh en h e pl ay s
,
“ ” “
,

h ouse or st or e ”
,

,
,

h e is p r a c ti ci n g t h ose p ow er s h e wi l l n ee d i n r eal life so

in th i s t alk h e i s r eh ear si n g th ose
“ di al ogu es of b u si n ess
,

l ove or str ife th at h e will l ater en gage in in all ser i ou s

,
”
,

n ess Y ou can l ear n m u ch f r om th i s i m p or t an t p sy ch ol og

.

ic al an d edu cat i on al fact Y ou will g ain r eal p r oficien cy

.

b y r eh e ar sm g t o y ou r self sp eech es y ou m igh t m ak e t o

cli en t s or t o au di en c es .

3 Read a b r i ef e di t or i al or a sh or t ar t i cl e in a m ag a
.

zine Cl ose t h e b ook an d r ep r odu ce it foll ow in g th e t r ain

.
,

of r e as on i n g b u t n ev e r m em or izi n g t h e w or d s ; g r adu all y

I n cr ease t h e l en g th an d di fficul ty of th e thi n g s

you r ep r o
du ce .

4 Rea d al ou d a g r e at d eal
. Thi s e x er ci ses an d e d u c at es
.

y ou r sen se of th e fl ow an d r h yth m of sen t en c es an d c r eat es ,

a h ab i t of c om p l et e sen t en c e m aki n g .

A sp ee ch v ar i es in l en gth an d f or m ali ty f r om th e f ew
”
r em ar k s or th e soci al a f t er di n n e r sp ee ch t o th e l e c tu r e
-
,

th e a dd r ess th e or at i on , Ou r stu dy h as t o d o chi efly wi th

.

th e speech a b u si n ess m an n ee d s oft en t o m ak e— a Sp ee ch

d esign ed t o give p rac tic al in form ati on an d t o p r oduc e
p r act ic al r esul ts .

1 . Th e p art s of a speech — E v er y t y pic al m od el ,

s p ee ch
of th i s kin d h as fou r p ar t s :
1 . Th e i n t r od u c t ory s ec t i on 3 . Th e p er su adi n g secti on
2 Th e c on vin ci n g se cti on 4 . Th e cl osi n g secti on
 S O P KE N E NGL I S H 137

1 . Th e i n tr odu ctor y s ec ti on —~Thi s

ill var y w ith th e
. w
occ asi on an d th e su b j e c t I n g en er al i t is as if y ou h a d
.

just b een i n tr oduc e d t o a p er son u p on wh om y ou d esi r e t o

m ake a pl easan t im p r e ssi on Y ou don t w an t t o off er t h e
.
’

s t al est com m on p l a ces— n ei th e r d o y ou w an t t o am az e an d

st ar t l e h im Y ou w ou l d lik e t o st ar t y ou r sp ee ch t oo wi th
.
, ,

a n ot e of cor di al p l easu r e t h at will m ak e t h e c om p an y f e e l

,

th at i t is a p l easu r e t o y ou t o con t r i b u t e w h at y ou h av e t o
giv e I n w h at w e m ay call a b u sin ess S p eech it is n ot
.
,

well t o b e as fun n y a s y ou can b e in y ou r i n tr od u c t i on ;

le ave thi s f or a soci al sp eech .

P er son al di scl ai m er s ar e in b ad t aste ; if y ou a r e r eally

t otal ly y ou d o f e el t r em b li n gl y m o d est a n d
h u m b l e an d ign or an t y ou sh ou l d n ot in j u st ic e t o y ou r su b
, ,

j e c t an d y ou r au di en c e b e t h e r e a t,
a ll .

An n ou n ce in th is in tr oduc t ory p ar t y ou r su b j e c t an d th e
p eci se asp ect p t t
r f i h a t y o u a r e g o i n g t o h a n d l e— t h e li m i t s

of t r eat m en t t h at y ou h av e se t y ou r self Mak e y ou r in tr o .

duc ti on as b r i e f as p ossibl e an d p ass as s oon as you can ,

t o th e t r eatm en t of y ou r t opic .

2 Th e con vi c ti on — I n t hi s sec on d sect i on y ou st ate y ou r

.

fac ts m ake y ou r p oin t s b r in g f or w ar d y ou r ev id en ce an d

, , ,

in t r odu c e y our p r oof Th e e vid en ce an d th e p r oof n ee d

.

n ot b e th e f or m al t e ch n ic al m at ter s of f or m al d eb at e or
,

l egal ar g u m en t ; in a “sp eech of th e kin d w e ar e di scu ssin g

th ey m ay b e m atter s of si mpl e d em on str at i on or ob j e ct iv e
evid en c e Thi s sect i on m ay b e qu i te l on g filli n g up th e
.
,

wh ol e b ody of y our sp eech .

I n a r ep or t f or e x am pl e thi s c on vi n ci n g or expl ai n i n g
, ,

m ater i al m ay w ell c on st i tu t e th e w h ol e Sp ee ch .

I n a l ec t u r e— p r actic al or l ear n ed— th i s is p r act i cally t h e

on ly kin d of m at er i al in t r odu c e d I f y ou w ou l d n ot t ak e
.

i t t oo ser i ou sly w e m igh t c all thi s t h e i n tell ec tu al secti on

,

of y ou r sp eech .
1 38 E S S E N TI A L S OF BU S I N E S S E NGLI S H

I t is lways w ell t o op en y ou r con vin cin g section wi th a

a

very str on g ar gum en t I f y our sp eech c on sists of con v in c

.

in g m att er on ly r eserv e al so a st r on g a r gum en t t o cl ose

,

wi th .

3 Th e p er su asi on — Thi s sec t i on c on t ai n s th e u r gen c y

.

t o ac t i on A ssum in g t h at y ou h ave m ad e t h e p oin ts cl ear

.

in y ou r p r evi ou s se c t i on th at y ou h av e given am pl e p r oof

,

an d a d e qu at e e vid en ce th at y ou h ave m a de pl ai n th e p u r
,

p ose or fu n ct i on of th e d evi ce or pl an y ou ar e di scussin g ,

d iv h udi c e in effect
“
y o u n ow i t m Y k e
r e o e o u as .
y ou r a n ,

Wh at ar e you g oin g t o do ab ou t it ? ”
H er e y ou sh ow h ow
i mp or t an t ac t i on or d e ci si on is— h ow easy h ow p r ofit ab l e , ,

h wo ch ea p h o w ,
d e s i r ab l e i n e v e r y w ay
— an d on t he ot h er

h an d h ow un p r ofit ab l e h ow c ostly h ow di sast r ou s or h ow

, , ,

f at al w oul d b e th e f ailu r e t o act

,
I n m an y kin d s of .

sp ee ch es t hi s se c t i on c on st i t u t es t h e b ody of th e sp ee ch

in p oli t ic al c am p aign sp ee ch es in h or t at or y ser m on s f or , ,

e x am pl e Wh en y ou ar e sp eaki n g t o a m oti on t h at som e

’

on e h as m ad e it is g en er all y p er su adi n g m atter th at y ou

,

su pp or t i n g th e oth er p er son s
’
u se ; y ou ar e as a r ul e , ,

app eal h e h avi n g p r esu m ab l y c r eat e d th e c on vic t i on

,
If .

y o u r wh o l e s p e e ch i s p e r su asiv e y ou sh ou ld g en er all y b e gi n
,

an d en d wi t h a st r on g app eal I f y ou p r esen t al so th e c on

.

v in cin g m att er i t is w ell t o arr an ge y ou r p er su asion in a

‘

clim ax l eadin g up t o you r str on gest app eal Y ou m ay .

c all thi s p ar t of y our sp eech th e em ot i on al sect ion —still

b e ar in g in m in d th at th ese d esign ati ons ar e onl y su g g es
t i on s n ot fix e d t echn ic al t er m s
,
.

4 Th e cl osi n g s ection
. Thi s m ay v ar y in fin i tel y b ein g
.
,

a d ap t e d t o y ou r m at er i al y ou r occ asi on an d y our au di

, ,

en c e . I f y ou ar e m aki n g a c on vin cin g sp eech on ly cl ose ,

with on e of y our m ost eff ective p oin ts so as t o l eave a

st r ong i m p r essi on ; y ou m ay n eed n o oth er cl osi n g w or d s .
14 0 E S SE NTIAL S OF B U S INE S S ENGLI SH
gr ou n d s ; l earn th e d et ail s of e qu ip m en t an d man agem en t .

Keep stu dy in g y ou r p r oduc t or y ou r p rob l em Y ou w ill .

fin d g r eat vi st as Op en in g ou t of i t i n to m an y oth er fi elds of

th ough t .

2 Thi n k ab ou t y ou r t opic t ur n it ov er in y ou r m i n d
.
, ,

an d see it f r om m an y p oi n t s of vi ew J ot d own p r om p tly

.
,

an d at r an d om an y t h ou gh t s t h at c om e t o y ou
,
t ry i n g t o ,

ph r ase th em well fr om th e b egin n in g .

3 B e gin t o an alyz e y ou r t opic i n t o its i tem s or st ages

.
,

of t h ough t an d ar r an g e y ou r r an d om t h ough ts u n d er th ese

,
.

4 To th is en d c on sider th e oc casi on th e audien c e an d

.
. , , ,

t e t i m e all ow e d y ou
h — al l th e ci rcu m st an c es un d er wh i ch

th e sp ee ch is t o b e giv en A dju st th e siz e of your topic t o

.

th ese c on di t i on s For e x am pl e :
.

If y ou wer e g oi n g t o a d dr ess a c om m en c em en t audi en c e

‘

an d sp eak f or an h our an d a qu art er y ou m igh t t ak e th e ,

”
t op i c B u si n ess E duc at i on .

I f y ou w er e g oi n g t o sp eak t o a c on v en t i on of c om m er ci al
,
“
t each er s y ou m igh t n arr ow t h e t op i c t o B u si n ess E n gl i sh
”
.

I f y ou w er e S p eaki n g t o a cl u b of y ou n g b u si n ess p eopl e

y ou m i g h t b e c on t en t w i th
“ H ow t o Wr i t e a B usin ess
,

L ett er
”
,
or m or e n arr owly st ill
.

“ H ow t o Reply t o a
,

Com p l ai n t .

Y ou r p r oc edur e will v ary w i th al l th ese con diti on s ;

S h ou ld y ou h av e a w h ol e h ou r an d a li m i t e d t op i c y ou c an ,

g o in f or a n ex h au s t iv e t r e at m en t ; if y ou h av e on ly a

f ew m i n u t es on a c r ow d ed p r ogr am y ou w il l t ry t o fin d ,

th e m ost t el l i n g p oi n t s in y ou r t opi c an d h an d l e t h em as
qui ckly as p ossib l e
'
.

5 Th i s is s ay i n g t h at y ou r sp eech m u st b e r el ev an t ;
.

n ow h er e el s e is r el ev an cy s o eff e c t iv e as i n th e sh or t sp ee c h .

We n eed som e illu str ati on s of th i s p r i n c i p l e .

S u pp ose y ou ar e m aki n g a sp e e ch on t h e op en in g of a
pub l ic pl ay gr oun d in y ou r t own or city n eigh b or h ood .
 S POKEN EN GLI SH 14 1

Th e p oin t is i
n ot in g l
r ecr eat on w ou l d n ot
en er a —
y ou ,

th er efor e , g o i n t o th e h y gi en ic an d e du cat ion al v alu e of

l
p y a . T h e p oin t i s n o t g a m es a n d s p or t —
y ou w ou l d
n ot g o in f or an ex p osi t i on of t h e p hy sic al an d s oci al p r ofit

of gr ou p p l ay Y ou w ou ld sh ap e y ou r m ater i al t o su i t
-
.

y o u r t op i c— t h e d e si r ab ili ty o f a p u b lic p l ayg r oun d i n y ou r

n eig h b or h ood .

A g ai n ,
s upp ose p eakin g on Th e n eed of k eep
y ou ar e s

in g op en in th e ev en i n g t h e r ea di n g r oom of ou r p u b lic -

lib r ary ”
Y ou w ou ld n ot op en u p t h e h i st or y of li b r ar i es
.
,

n or ev en of pu b li c li b r ar i es ; y ou w ou ld n ot di s cu ss r e adi n g ,

it s e duc at i on al b ear i n g it s d an g ers th e ch oi ce of b ook s ; y ou

, ,

w ou ld n ot di scu ss t h e g en er al or p ar t ic u l ar adv an t ag es of
p u b li c r e adi n g r oom s ; t h e f -
o cu s of y ou r t op i c i s op en

ev en i n g s an d t o t h i s focu s y ou sh ap e y ou r m at er i al
,

A gai n su pp ose y ou ar e t o S p eak on th e t opic Th e p r o

,
“ ,
.

”
h ib it ion of Chin ese i mm ig r at i on b y l aw Y ou w ou l d n ot .

waste ti m e on i mmi g r ation in gen er al ; on th e Ch in ese ,

e x cep t in cid en t all y ; or on t h e p r oh i b i tion of i m m ig r a tion ;

th e f oc u s of y ou r sp ee ch p r ob ab ly w ou ld b e S h a ll we p r o ,

h i b i t b y l aw or b y tr eaty ? an d t o thi s y ou w ou ld d ev ote

y ou r self givin g p er h ap s an i n t r od u c t ory gl an ce at th e
,

oth e r asp e c ts .

6 Thu s will ci r cu m st an c es d et er m i n e th e sc op e an d
.

n at u r e o f y ou r sp ee c h — w h e t h e r i t i s t o b e c on vi n ci n g or
-
,

p er su asive or b oth H avi n g decid e d th i s an d h avi n g fou n d

, .
,

th e p oi n t f or em ph asi s divid e y ou r m at er i al j u st as y ou
,

divide it f or th e p ar agr ap h s of a w r itten c om p osit i on ,

a cc or din g t o th e i t em s th e step s t h e st ag es of y ou r t h ough t

, , .

S et d own th e t op i c s of th ese p ar ag r aph s in th ei r n at

ur al th ei r l ogic al or th ei r eff ect ive or der an d m ak e th em
, , ,

t h e b asi s of y ou r fu rt h er thi n ki n g G o over th em m an y .

t i m es am plify in g th em an d an al yzi n g th em un t il you feel

, ,
14 2 E S S ENT I A L S OF BU S IN E SS E NGL I S H

y ou h ave m ast er e d th em . Do n ot m em or iz e th ese or an y

p ar t of ur sp eech I f y ou m u st h ave n otes in h an d wh en

y o .

y ou Sp eak h av e,
n ot h i n g b u t t h e se p a r ag r aph t opic s to

ser v e as r em i n d er s B u t i t is b et t er t o l earn t o sp eak wi th

.

ou t n ot es Reth i n k on y ou r feet th e t h in gs y ou h av e
.

th ou gh t ou t b e for eh an d .

EXE RCI S E 4

1 . Wr i te
qu iz of t wen ty questi on s on m akin g a sp ee ch
a .

Th ey m u st b e qu est i on s t h at y ou can an swer ei th er fr om

mem or y or fr om c on sul t in g th e for e g oi n g t ext N on e of .

th em sh oul d b e an swer ab l e b y a m er e yes or n o .

144 ES S E NT IAL S OF BU S I NE S S E NG L I S H

3 . Th e i n flu e n ce o f th e m o vi n g p i ctu r e pl a ys on t h e dr a m a
-
.

4 Th e e du c a t i o n a l o s s i b ili t i e s o f m ovi n g i t
.
p p c u r es
.

ce n sor s h i p O f t h e m ovi n g
5 Th e n ee d of p i ct u r e fil m s
-
. .

6 . Th e d a n ge r s t o m or a l s a n d t o t a s t e of t h e m ovi n g p i ct u r e -

s h ow s .

7 . Com b in e al l th e for eg oin g topic s in t o on e sp eech on

Movin g P ic tu r e S h ows
”
with ,
an in tr od u c t i on an d con

l i
e u s on .

8 Y ou
. l
ar e sa es- m an a ger of a c om p an y m akin g a typ e n

wr iter with an a dd in g m a c h i n e at t ach e d Y ou ar e given.

fifteen m in u tes t o p r esen t y ou r m a c h in e b efor e a c om p an y

of b ookk eep ers .

Ou tlin e y ou r sp ee ch .

9 Y ou h ave t w en ty m i n u t es on th e p r og r am of a f ar m
.

ers
’
c on ven ti on t o p r esen t th e m er i t s of a gasolin e p u m p
,

y o u a r e s elli n g O u t li n e y.ou r s p ee ch m aki n g t h e c on vict ion ,

s t r on g .

.
G ive th e wh ol e sp eech .

1 0 Y ou h ave t w en ty m i n ut es b e f or e th e wives of th e
.

far m er s t o t alk ab ou t a firel ess c ook er y ou ar e sellin g Ou t .

lin e y ou r Sp eech m akin g th e p er su asi on str on g

, .

G ive th e wh ol e sp ee ch .

1 1 Y ou m an age th e advert i sin g of a l oc al g r oc er y

. Y ou .

h ave twen ty m in ut es t o sp eak b efor e th e l oc al cl u b of adv er

t isin g m an ag er s on
“ H ow I A dver t i sed Cu r ly Cr i sp s
‘ ’

(a c er ea l b r ea kf ast f oo d ) Y ou h ave u se d a t . l e a st t h r e e

meth od s of adver ti sin g .

Outli n e th e sp eech .

1 2 Y ou ar e p u b l ici ty m an ager of a wh ol esal e fir m Of

.

j ewel er s an d silver sm ith s Y ou h ave thi rty m in u t es at a .

sessi on Of th e A ss oc i at e d A dv er t i sin g Cl u b s of Am er i ca t o

sp eak on Cr eat in g an A tm osph er e in a Mail Or der Cat a -

”
l ogue .

Outlin e y ou r sp ee ch givin g r ath er cl ose d et ail,

.

1 3 Y ou ar e t r affic m an ag er of a r ail r oad ; y ou m ak e an

.
,
 SPOKEN ENGLI SH
h ou r p eech t o th e g radu atin g cl ass of a B u sin ess Coll ege
“
’
s s

on Th e Opp or t un i ty f or y oun g b usin ess m en as t r affic

”
e xp er ts .

Make th e i n t r od u ct i on esp eci ally str on g .

14 P r ep ar e a d et ail e d ou tlin e of a sp eech of thi r ty m in

.

“
u tes on Wh at m y c ou r se in B usin ess E n glish did f or m e ”
.

Th er e is n o c all f or p ersu asi on .

15 P r ep ar e a t wen ty min ut e sp eech on

. Th e b u si n ess
-

”
value of a kn owl edge of th e S p an i sh l an gu age .

Mak e a st ron g i n tr oduc t i on .

1 6 Y ou ar e a t each er of Fr en ch I tali an an d S p an i sh
.
, ,
.

O u tlin e a sp ee ch fr om th at p oin t of vi ew on th e topi c

assign e d in 1 5 m akin g th e p ersu asi on st r on g
, .

1 7 Ou tli n e a thi r ty m i n u t e sp ee ch on H ow ou r c on su l ar
-

ser vic e m ay p r om ote A m er ic an b u si n ess .

1 8 Ou tli n e a thi r ty m i n ute sp ee ch on

. Th e w or k of th e
-

”
B u r eau of D om est ic an d For eign Comm er c e .

Oth er t op ic s m ay b e add ed or su b sti tu t ed a cc or d in g t o

t h e n ee d s an d exp er i en c e of th e cl ass I t w oul d b e w ell t o .

h ave e ach m em b er of th e cl ass suggest on e or m or e t opic s

on wh ich h e w ould lik e t o sp eak Th e f oll owi n g t opic s ar e .

su ggeste d

1 . Wh a t occu pa t on i do you w i sh to foll ow ? Wh at are th e

r e a s on s o f you r ch o ce i ?
H ow sh ou ld th e sm o ke p bl
ro em Of a c i ty b e h an dl ed ?
Wh at is a m on Opoly ?
Wh a t is a t ru s t ?
b i
“
H ow a u s n ess

Wat ch i n g th e cl ock
gi r l S h ou l d dress
”
.
.

Th e m i n i m u m w a ge .

A cou r se in B u si n ess E n gli sh .

O pp or t u n i t i es f or w om en i n accou n t an cy .

H R u n n i n g a pop cor n ca r t a t a su mm er r esort

‘
-
. .

11 . Th e f a r m a n d t h e t e l e ph on e .

12 . Th e f a r m an d t h e a u tom ob il e .
14 6 ESSENTIAL S OF BU S INESS E NGLI SH

13 . Wh y v i i g
a d er t s n S pa ce in farm p a
p ers cos t s m or e f or
-
a ry March th an f or J une -
A g
u u st .

ven t i n g t r ade m arks

14
“
In -
. .

15 . M i n i n g th e scrap h eap -
.

16 . Ma rk et i n g i s ye a r s b eh i n d produ ct i on .

17 . R et a il delivery a n d t h e h igh cost of livi n g .

18 . Co oper a t iv e d eliv ery a m on g r eta il er s

-
.

19 . Mark et i ng b y t el eph on e an d t h e h igh cost of livi ng .

14 8 ES S E N T I AL S OF BU S IN E SS E NGLI S H

in a list of s uch w or ds which you r evi ew from time to t ime

, ,

an d in t h e sp elli n g of which y ou giv e y ou r self f r equ en t

t est s .

Th er e ar e a custom s th at E n glish sp ellin g ob ser ves ;

f ew
we can n ot st ric tly sp eaki n g call th em r ul es B u t th ey ar e
, ,
.

un iform en ough t o en ab le u s t o g r oup t ogeth er c er t ai n

cl asses of wor d s an d so h elp ou t ou r m em or y S uch gr ou p s .

of w or d s— c on t ai n i n g t h ose in which m i st ak es in sp elli n g

ar e m ost lik ely t o occu r— ar e giv en b el ow B u t wh en w e .

h ave m ade all p ossib l e cl assific at i on s th er e r em ain s a v ast

st or e of f r e quen t l y u sed w or d s w h ose p e culi ar i t i es of S p ell

in g ar e u n cl assifiab l e .

Th e x am pl es given u n d er each r u l e or st atem en t of p r ae

e

t i ce sh ou l d b e m aste r e d an d th e r u l e or st at em en t n ot ed f or
futu r e r efer en c e .

1 Th e spelli ng of deri vat i ves — 1 S t ud y th e f oll owi n g

. .

m at, m at t e d, m at t i n g
ru n , ru n n n i g , ru n n er

sa d, s a dde r , s a dd es t

com p e l ,
com
p e ll ed
lli n g , com pe

r e fer r e fe r r e d r ef er r i n g
p p , p ,

gr i n g r i n n e d g r i n n i n g
, ,

t h i n t h i n n er t h i n n est
, ,

o el r o e ll e r ro elli n g
p p
r p p , p p ,

Th ese w or ds exem plify th e foll owi n g ru l e : A w or d ( 1)

'

of on e sy l l ab l e or a w or d (
,
2 a c cen t e d on th e l ast sy ll ab l e
wh en ( 3 ) it en d s in a si n gl e c on son an t ( 4 ) b e f or e whi ch ,

st an d s a si n gl e v ow el d ou b l es th e fi n al c on son an t (
, 5 ) wh en
it t ak es a t erm in at i on b e gi n n i n g wi t h a v ow el .

2 N ot ic e t h ese :
.

w i ll , w i l l i n g , w
'
ill ed
du ll du ll n ess
,

f u ll f u ll n e ss f u ll er
, ,

h e l p h e l p e r h el p f u l
, ,

t a lk t a lk er t lki n g
,
a ,
 S PE LLING 14 9

Wor d s t h at en d in a d ou bl e c on son an t or an y two con

son an t s u su ally k ee p th e t w o c on son an t s no m att er wh at

t er m i n at i on th ey t ak e .

3 Not ic e th ese
.

w on der , w on der in g w on der ed ,

a n sw er a n sw e r i n g
, a n sw er e d ,

off e r O ff e r ed O ff e r i n g
, ,

a l t er a l te r e d a l t e r i n g
, ,

Wor d s acc en ted on an y sy ll abl e b u t th e

doub le th e fin al c on son an t .

4 . N otic e t h ese
ga i n ga i n er ga i n i n g
, ,

l ea n l e an er l ean est
, ,

ch e a p , ch ea p er , c h ea pes t

Wor d s th at h ave two v owel s b efor e a si n gl e con

son an t do n ot d oub l e th e fin al c on son an t .

5 . Not ic e th ese
t ri m , t r i m l y
flat, fl t ly fl
a , a t n ess

f a t, fa t n ess
s ad, s a dn e s s , ly
sa d

m a d, m a dn ess, m a d ly

Wh en w or ds d esc r i b ed in 1 ab ove t ake a t er m in at i on

th e
t h at d oes n ot b e gi n wi th a v ow el t h ey do n ot d oub l e t h e ,

si n gl e fi n al c on son an t .

6 N ot ic e th ese :
.

p a l e , p a l en es s, pa li n g
h a t e, h a t e f u l , h a t i n g
ex ci te ex ci t em en t ex ci t i n g
, ,

m ov e m ov em en t m ovi n g
, ,

sa l e sa l a b l e
,

force for c i b l e forcefu l

, ,

Wor ds en din g in a silen t e keep th e e wh en th ey t ake a

ter m i n at i on b e gi n n i n g wi th a c on son an t th ey d r op th e e
wh en th e ter m i n at i on b egin s wi th a vowel ( exc ep t in ce r
150 E S S ENTIAL S OF BU S INESS E NGLI SH

ta in wor ds n oted b el ow wh ere th ere is a r eason f or keepin g

th e e ) .

7 . Not ic e th ese

i
n ot ce , n ot cea i bl e

ch an ge , ch a n g bl
ea e

ch a r ge ,
ch a r g bl
ea e

p ea ce , p ea ce a ble

v
a d a n ta ge , v
a d an t a geou s
I n th esewor ds an d a f ew oth ers th e e is r etain ed t o secure
th e r igh t p r on un ci at i on of c an d g .

Oth er exc ep ti on s t o r ul e 6 ar e who lly n u r sling wis dom : , , ,

a b ri dg m en t lod g m en t j u dg m en t an d t h ei r c om p oun d s
, , , .

8 Notic e th ese
.

W d or di g ie ch an ge th e i i n t o y b f
s en n in e or e -
i ng t o p r e
ven t a c on fu si n g assem b l age of v owel s .

9 . Not ic e th ese

m er cy, m erc if u l
du ty, du t if u l , du t i a bl e

i
t dy, t d est, t d i i i i n ess , t i dily
dry, dryn ess
sh y, sh yn es s

Wor d s of more th an on e syll ab l e en din g in y wi th a con

son an t b e for e it ch an ge th e y i n t o i b e f or e al l t er m i n at i on s

exc ep t t h ose t h at b egi n wi t h i .

Bu t b efor e -
sh ip an d -
lik e th e y is k ept : ladylik e, secr e

tar ysh ip .

Wor d s of ll abl e
on e sy din g
in y gen er ally retain th e y
en

b efore all term i n at i on s D ai ly is an exc ep t i on

. Y ou will .

somet imes see slil y an d dr ily .

152 E S S E N TI AL S OF
_
BU S I N E SS E NGL_IS_H_ an —
o

n ear l
sch o ar

i den t i cal l oya l

f a l se l u cky
a gr eea b l e l u st y
5 A dd th e
. t er m i n at i on -
er or -
es t or b oth to ea ch of th e
.

followin g w or d s
f at t a ll fin e
s ad n ea r we t
t i dy p r et t y mad
l u cky g ay i
w t ty
dear l ov ely s ill y

2 Th e sp elling Of pl u rals — Thi s h as b een t reat e d u n d er

‘

. .

corr e ct g r am m at ic al i n fl e c t i on (
Ch ap t er I , 1 , 2 ) wi th c opi ou s
e x am pl es I t m ay b e r evi ewed h er e if deem ed advisab l e
. ;

3 G r ou ps of w or ds wh ose spell i n g is f req u ently con

fuse d
.

— 1 Th e fi r st of t h es e i s t h e
. .
“ci i e g r ou p—w or ds -

t h at h av e th e s oun d of l on g e s om e ti m es r ep r esen t e d b y ei
s om et i m es b y ie
“
Th er e ar e t w o rul es of thu m b that wi ll
.
”
,

h elp y our m em ory

a) Wri t e e or i fir st acc or di n g t o th e pl ac e in th e
, ,

alph ab et of t h e l ett er t h at i mm edi at ely p r ece d es it — if

thi s l ett er st an ds n ear er e u se 6 ; if n ear er i u se i
-
Th er e , .

ar e som e exc ep ti on s t o t h i s— field fief ,

.

b ) Wh at am oun ts t o t h e sam e thin g in p r ac t ic e is ,

c on tain ed in this b it of r hy m e
“
Wh en th e l et t e r c you” 1spy
Pu t t h e 6 b efore th e i .

E x cept i on s— lei su r e , w ei r d, s ei ze .

1
Q upted h er e f r om B u h l ig
’
s
“
B i u s n es s E n gli sh .
 S PE LL ING 1 53

2 . Con fu si on
i in th e u se of th e t er m in ati on i se or
ar ses -
,

-
ize in whi ch l on g i is foll ow e d b y th e sou n d of z
,
Th e .

t en d en cy is t o s p ell thi s t er m i n at i on un ifor m ly i ze -

.

B u t usage h as c on fi rm e d th e ise in th e foll owin g w or d s -

v i
a d e r t se re vi se e x ci s e
a dvi s e com p r om s e i e x e r ci s e

a
pp r i s e d em i s e e x o r c i se

a r i se desp i se f ran ch i se
ch a s t i s e devi se i m pr ovi se
c i r cu m c i s e di s fra n ch i se i n ci se
com p r i se d i s gu i se s u r p r i se

m erch a n d i se en f r an ch i s e su r m i se

s u pe r vi s e
p rem i se en t erp r i se

3 . S tudy th e f oll owin g lists

ca p b la e t b l d
u n en ai b l e e e

cu r a bl e p t bl res i t lligi b l
ec a e n e e

d bl
u ra e b li v bl un d ivi i b l
e e a e s e

d t i bl
u a e p i h b l un s
p i b l a e res on s e

sa a l bl e bl a ra ligi b l e e e

l gh b l
au a e l v bl o ll p i b l
a e co a s e

no ti bl
cea e dm i b l a g lli b l ra e u e

i mm v bl o a e d bl u n en mp h u ra ib l e co re en s e

c h g bl
ar ea e p ib l dd i b l
os s e a uc e

c h g bl
an ea h
e i bl i t gi bl
or r e n an e

a m i bl a e d ib l re
p uc
pt i b l e e r ce e

i fl m m bl
n a a vi i b l
e
p s m i i
e b l er ss e

bl m bl
a a e di b l au i bl e s en s e

u sa bl e i xh a t i b l d ig t i b l
ne us e es e

v i blar a e i d t t ibl ni f lli b l

e s ru c e n a e

p b
roa bl e
p t i b l s u sce e

Th er e is a sh a d ow of a r ul e t o b e d educ e d f r om th ese y et ,

s o sh ad owy t h at on e h e si t at es t o st at e i t I t is t h i s a b l e is .
-

m ost often u sed wh en th e d er iv at i ve I s for m ed f r om an

E n gli sh w or d wh ich c an b e seen in th e d er iv at ive as a c om
p l e t e w or d — as b lam e in b lam ea b l e lau g h in lau g h a b le , ,

l ov e in l ova b le den y in u n de n ia b le ; i e i s th e t er m i n at i on
,
-

o f w or ds t ak en fr om L at i n or F r en ch an d t h e r oot can n ot
'

,
1 54 E S SENT IAL S OF BU S INESS EN GLI SH

st an d l a on e as in E n gli sh —
w ds visib le
or , au dib le, edib le,

et c .

E xc ep t i on s in th e given ab le li st are -

a mi b l a ec p bl p b bla a bl e ro a e ara e

E xc ep t i on s in th e given i b le li st ar e -

red ibl uc e g lli b l u e

i xh t i b l
ne au s a dd
e ibl uc e

coll p i b la s e

Th e n umb er of th ese exc ep ti on s in li sts so sm all wi ll w arn

y ou t h at t h e t en t at iv e r ul e giv en will serve on ly as a clue ,

n ot as a guid e .

4 D i stin gui sh b et ween tion an d sion ; sion is th e sp ell

.
- - -

in g of thi s t erm in at i on in d er iv at ives tak en f r om ver b s en d

in g in -n d, -de, -g e, -
r e, -s
e, -
ss, -
mi t, ver t
-
.

a ppr eh en d, a ppreh en s on i r ecede, r eces s on i

pro vi d e p r ovi,s i on p r ocee d, p r ocessi on
s u b m er ge su b m ers i on i
, possess, po s se s s on
i m m er se i mm ers i on, i t a dm i ss i on
a dm ,

coh er e coh e s i on e m i t m i i on
, p r p er , s s

a dh e r e a dh e s i on
, i n v er t i n v er s i on
,

Con fess con fess i on

, r ev er t r ev ers i on
,

E xc ep ti on s ar e

att en d, a t t en t on i ; i n ten d i n ten t i on ;

,
con t en d, con t en t on i
In all ot h er c ases th e term in ati on is p ell ed
s -
tion .

i
con st ru ct on v acat i on i n st i tu t i on
i n form a t ion cu l t iv a t i on e du cat on i
A pp ar en t xc ep t i on s ar e coer cion an d su sp icion ; b u t as a
e

mat ter of fac t th e t erm in at i on of th ese tw o wor d s h as n o

c on n ect i on wi th th e tion an d sion en din g - -
.

EXE RCI SE 2

A dd t wen ty n ew wor ds
ch of th e foll owin g gr oup s to ea ,

sp elli n g th em ou t : Th e a ble g r oup t h e i e g r ou p t h e ize -

,
-
,
-

gr oup; th e tion gr oup an d th e sion gr oup

-
,
-
.
156 ESSENTIAL S OF B U S INESS EN GLI SH
h er d
h ea r d
k ey
q u ay
eer
p
p i er
or
p e
p our

p r ofi t
p p t
r o h e

m an e
m ain
p r de i
p r ed i
5 . W or ds cont ain ing sil en t a
l ett ers — Th ese
c on fusin g
. ar e

t o y ou n g stu d en ts Wh en y ou kn ow th e history of th ese

.

w or ds you gen er ally see th e r eason f or th e su r vival of thi s

,

l etter in w r i tin g after it h as disapp ear ed in sp eakin g an d ,

t h e sp elli n g of such w or ds b ec om es e asy I n th e m ean t im e .

,

th ey si m ply h ave t o b e m aster e d b y will an d p at i en c e Th e .

foll owin g ar e som e of th e c omm on er w or d s th at h ave Sil en t

l et t er s :
k w
no d mb u

k wl dg
no e e b mb o

k k n ac th m b u

k t no mb co

k kl nu c e l mb a

kn a v e gnaw
6 Spelling your w ork i ng
. v ocabul ary — Ver y soon aft er
y o u e n t e r a b u si n e ss y ou will a ccu m u l at e i t s v oc ab u l a r y;
y o u will fi n d t h a t t h e r e w ill n ot b e m or e t h an fiv e h u n d r e d
w or ds th at you u se wi th an y fr e qu en cy I n som e occup a .

t i on s th e n um b er will b e ev en sm all er Th ese y ou m u st set

.

y our self t o m aster G r ou p t h em u p on an y p r i n cipl e t h at

.

seem s t o y ou r eason ab l e an d easy an d m ast er th e sp ellin g

,

of th em on c e an d f or al l . Y ou m ay gr oup th em
 SPELLIN G 157

1 . Sim ply b y th e letters of th e al p h ab et makin g th em ,

s ci en t ific all y alp h ab et ic al an d m ast e r i n g th em in or d er .

2 B y th ei r t erm i at i
. n on s — l earn all th e ag e w or ds all th e -
,

-al w or d s et c ,
.

3 B
.
y t h e d e p ar t m en t s in which t h ey ar e u se d— all t h e

c r edit w or ds all th e b an kin g w or ds all th e b ookk eepin g

, ,

wor ds etc etc

,
.
, .

Th e p r oc ess of master in g th em will b e th e p r oc ess of

st ud y al r eady d esc r i b e d m or e t h an on c e c omb in ed wi th ,

t h ei r c on st an t p r ac t ic al u se .

B el ow is a li st of tw o h u n d r e d an d fifty w or d s every on e ,

of w hich m ay b e n ee d e d b y an yb od y atten di n g t o th e p r ac

t ic al aflair s of life Master th ese b oth f or th e sak e of kn ow

.
,

in g t h em an d f or th e p r a c t ic e
,
D ivid e th em in t o gr oup s
.

a cc or di n g t o an y p r i n cipl e t h at y ou c ar e t o w or k ou t ;

or si m ply m aster th em in alph ab et ic al or d er B ef or e .

y ou l eave t h em kn ow th ei r m ean i n g s an d b e ab l e t o u se
,

t h em in sen ten c es L uckil y m an y of th em y ou w ill kn ow

.
,

al r eady .

Wh en two sp ellin gs ar e all owab l e your dicti on ary gives

th e p r eferr e d fi r st .

a bb vi t
re xi ty
a e an e

a cces s on i a ppa r en t

a c com m o da te a p pe ll a t e
a ccor d n i g a ppli ca t i on

a ccru e a pp r ec i a t e

a cr os s a rr a n ge

v
a d an t a geou s a r r iv a l

a ffo r d a rr iv e

a f ra i d a r t i cl e

a l m ost a s cen t

a l w a ys a s s en t

a l r eady a ss es s

a l l r igh t a s se t s

a l t h ou gh a ssign ee
a n a l ys i s a ss ignm en t
1 58 E S SENTIAL S OF B US INES S ENGLI SH
1 60 E S SENTIAL S OF B US INESS EN GLI S H
8 Ab b reviat i ons
. an d con t ract i on s
c on tr ac t i on is a — A
sh or ten ed f or m of a w or d u se d t o sav e t i m e or sp a c e an d ,

is m ad e b y om i tt i n g a l et t er or l ett er s An ap ost r oph e is .

used t o in dic ate th e Om ission S uch ar e .

A i t i ; p b p b li t i ;
ss n ,
’
a ss oc a d on iv d u
’
n, u ca on r ec
’
, r e ce e .

Th ese c on tr ac ti on s ar e n ot foll owed b y a p er i od Th er e .

i s n o a cc ep t e d li st of c on t r a c t i on s ; th ey ar e d evi se d a cc or d
in g t o n ee d .

An abb r evi at i on is an au th or iz ed an d i n v ar i ab l e sh or t
t en in g of a m uch u sed ter m ; it is f oll owe d b y a p er i od
-
.

A c aut i on as t o th e u se of c on t r a c ti on s an d abb r evi ati on s

is n e c essary D o n ot u se t h em in th e b ody of y ou r w
. r i t in g ,

or wh en you u se th e w or d t h ey s t an d f or in an un t e ch n ic al

S en se S u ch sh or t en ed f or m s give a lu dic r ou s if n ot g r o
.

tesq u e efiect wh en t h ey ar e ou t of pl ac e ; as f or ex am pl e ,

1 . Wh il e w e w er e h a vi n g t ea th i s P . M. th e Col . ca m e in say n i g
h e h ad b ee n sen t to i n s p e ct th e P . O .

2 . I t is a f act th at P re s . Wil son ap

poi n t e d P r of . Re i n sch of

Wi s . m ’ ’
n st r
’
t o Ch i n a .

1 . Th e s p ellin g ou t of t i tl es
wh en th ey occur — Sp ell ou t ,

in th e t ext al l e ccl esi ast ic al civil p r ofessi on al an d m ili

, , , ,

t ar y t i tl es (ex cep t Mr Mr s an d .
, ,

A dm i l D w y G ra l F t C l
e l Cl yt
e ,
P f en er a u n s on , o on e a on , r o essor

P lm
a Bi h p A d
er , R v
s d J h
o H Vi n t H bl
er son , e er en o n . n cen , on or a e

W illi m J i g B y
a enn n s r an .

For th e u sag e wi th r eg ar d t o th ese t i tl es wh en u sed in

th e a dd r ess of a l et t er s ee Ch ap t er XI I A 2 3 an d 8 , , , ,
.

2 S p ell ou t Ch r i sti an n am es
. .

G g Ch l J h Willi m t G
eo r e, Ch
a r es , J Wmo n, a , no eo .
, as .
,
no .
, .

3 S p el l ou t t h e n am es of th e m on th s ex cep t in li st s of
.
,

d ates Wh en ev er t h e n am e of a m on th app ear s in y ou r

.

t ext sp ell i t in fu l l
,
.
 S PELLING 1 61

l . I wor k ed f rom Ja n u a ry 1 t o S eptem b er 14 .

2 . I wa s e n g a g ed M a r ch 2 4 .

4 . S p ell ou t Rail r oad, For t, Mou n t P or t P oin t A ven u e

, , , ,

S tr eet, et c .
,
wh en ever th ey occu r in y ou r t ex t .

“
1 . I c am e f r om Min n eap oli s on th e N orth w estern Ra il r oa d
(
n ot R .

2 . He is s ta t on e d i at pr e s en t at F or t S h er i da n (
n ot Ft . S h er i
d an ) .

3 . On e of th e m os t b illi
r an t i vem en ts
ach e of t h e wa r t oo k pl a ce
at P o rt A r th u r .

4 . My f am ily is spen d n i g th e su m m er at Mou n t D e sert .

5 . Abb r evi ate n am es of st at es, t err t ori i es ,

an d p ossession s
of th e Un t e i d S t at es foll owin g th e n am es of t own s as f ol ,

A l b m Al
a a a, a . Mi ss ou r i Mo , .

Al k as a . Mon t an a Mon t ,
.

A izr A izon a , r . N or t h Ca r oli n a N C , . .

Ak r A ka n s as ,
/

r . N or t h D ak ot a N D ,
. .

Ca lifor n i a , C a l . N e b r a s k a N eb ,
.

C ol or a do, Col o . N eva da N ev ,

.

C on n ect i cu t , C on n . N ew H a m p sh i r e N H , . .

Di t i t s r c of Co l u mb i a D , N ew J e r sey N J , . .

Dl w e a a r e, D el . N ew Mexi co N M ,
. .

Fl i d or a, Fl a . N ew Y or k N Y , . .

G gi eo r a, Ga . Oh i o .

I dah o . Okl ah om a Okl a , .

I lli n oi s , I ll . Oregon O r e , .

I n di a n a , I n d . P enn sylv a n i a Pa , .

I ow a . Ph ili pp i n e I sl an d s P I , . .

K an sa s K an , . P ort o Ri co P R ,
. .

K en t u cky Ky , . Rh o de I s l a n d R I , . .

L ou i si an a L a , . S ou t h Ca r oli n a S C ,
. .

Ma i n e . S ou t h D a k ot a S D , . .

Ma s sa ch u se t t s Ma ss , . Ten n es s ee, Ten n .

Ma ryl an d M d , . Tex a s, Tex .

Mi ch iga n M i ch , . i
Ter r t ory of H aw a ii , T . H .

Mi n n esot a Mi n n , . Uta h .

Mi ss i ss i ppi M i ss , .
1 62 E S S EN TI L S OF A B U S INESS ENGLI SH

Vi r gi n i a , Va . W i scon s i n Wi s ,
.

V e r m on t V t , . We st Vi r gi n i a W , . Va .

Wa sh i n gt on Wa sh , . Wyom i n g Wyo , .

6 E st ab li sh ed abb vi i
.
— Y ou will fin d in re at on s yo r u dic
t ion ary a c om pl ete li st of a cc ep t e d abb r evi at i on s . For c on

v en ien ce of r e er en f ce th ose m ost c omm on ly n eeded ar e given

h ere .

at e . g . f or e x am pl e
a cct . a ccou n t et a l . an d ot h e rs

a gt . a gen t etc. f or t h a n d so

A . M . for en oon or F Fah r en h ei t

.

a . m . forenoon f ol foli o .

am t . a m ou n t f t foot f e et
.
,

an s . a n s w er f o b f re igh t on boa rd
. . .

a pp . a
p p e nd ix g a l ga ll on g a ll on s
.
,

a s st . i
a s s st an t h p h or s e pow e r
. .
-

a tt y . a ttorn ey h r h ou r .

av. v era ge a im p . i m p or t e d
a vo i r a v o i r du po i s .
in i n ch es.

b a l b a l a n ce
jr j u n i o r
.

bb l b ar rel
.

kg kilogram
B E b ill of ex ch an ge
.

/ .

lb pou n d
B L b ill o f l a d i n g
.

/ .

m m ete r
B S b ill of sa l e .
.

m em o m em oran du m
b o t b ou gh t
.

m inu t e
.

m in
B P b ill s payab l e
. .
.

m m m illi m e ter
B R b ill s r eceivabl e
. .
. .

B ro . b r ot h e r
m o m on t h .

B r os . b r oth e r s
m os . m on th s

cm . cen t i m e te r MS m a n u scr i pt .

Co . com pan y MS S m an u scr i pt s .

C O . . D . ca sh on deliv ery N B . . ta ke no ti ce
c. p . ca n d e -power l No . num b er

cu . cu bi c 0 . K . al l r igh t
do . di t t o oz . ou n ce

dr . de t or b p er cen t

doz . doz en p d .
p a id
e. e . er ror s e xcepted P . M . a f te rn oon or
1 64 E SS E NTI AL S OF BU S I NE SS E N GL I SH

An d m ost c om b in ati on s of man an d woma n , s uch as

b k ra em a n l
s a e sm an s eam an l
n eed ew oman

fla g man s ee ds m a n f or ew om a n l bw om an
c u

i cem an p ost m an wa sh erwom a n

3 . Th er e is
den cy t o om it th e hyph en in ton ig h t
a t en ,

today tom orr ow th ou gh c on ser v at ive wr i t ers st ill r etai n it

, , .

4 Th e l ar g e gr ou p of c om p ou n d w or d s f orm ed b y th e
.

un i on of a ver b en din g in in g with a n oun ar e sp ell ed with -

,

t h e hyph en :
di n i n g -r oom l
s ee p n i g ca r -
w or ki n g-m a n m ea su r i n g ta pe -

b oa r d n i g h ofise
-
p r i n t i n g oth e e -
m ow i n g m ach i n e
-
e t ch n i g n eedl e
-

5 . Com p oun d s of fellow fath er m oth er b r oth er

, , , , sister ,

p a r en t,
an d fos ter ,
ar e s p ell ed wi th th e h yph en .

f ell ow -
m an foster c -
h il d f ll w b i g
e o -
e n p a r en t —
h iv e m oth er ton gu e -

6 . Com p oun ds wi th
h yph en as n on or din ar ily h ave th e ,

n on u n i on
-
n on in terf er en ce , n on p ar tisan
-
B u t c er tai n ,
-
.

w or ds form ed in thi s way ar e so fam ili ar an d of so l on g

st an din g t h at t h ey p r esen t b u t on e id ea an d ar e sp ell e d ,

with ou t th e hyph en ; as n on sen se n ondescrip t n on essen tial , , , ,

n on en ti ty, n on p lu s .

7 . Vice ex -
elect, g en eral,
lieu ten an t used as p ar ts of

t i tl es ar e c on n ec te d b y a hyph en wi th th e oth e r term of th e

t i tl e
,
a s,
Vi ce P r esi d en t M - u P r esi den t Taf t, G ov
ar sh all, ec -

e r n or G en era l H arr ison , Maj or G en er al F u n s ton

- -
.

8 Th e u sage c on c ern in g n um er al s in c om p oun d s is t hi s

.

a ) F r ac t i on s t ak e th e hyph en b u t wh en ,
th e m ean i n g is
s im p l e an d g en er al th e hy p h en is om i tt ed .

1 . He r e du ce d my e st im a t e by on e h a lf .

2 . He f
of er ed m e t w o t h i r ds of m y p r i ce .

b ) Wh en t h ey ar e u s e d b efor e n ou n s as a dj ect iv es t h ey

h av e th e hy p h en :

on e -
ha lf i n ter e st , a t h r ee -
f ou rt h s s h a r e, a tw o th -
i r ds l en gt h .
 S PE LLI N G 1 65

0 ) H al f, q u ar ter , et c .
,
c omp oun de d with no un s ta k e th e

a h a lf te rm ,
-
a ha lf m il e
-
, a qu art er sect i on -
.

d) S uch xp r essi on s
e as th e foll owin g ar e l
a so s p ell ed
wi th th e hyph en
a t en m -
ile st r e t ch ,
a t h r ee -
f oot ru el
,
a fiv e -yar d dash , a t h r ee
i n ch r i bbon t w en ty m u l e t ea m , s ix - cy li n der ca r, f or t y h or s e
-
a ,
-
a a

ow er en gi n e
p .

9 ) S p ell wi th a hyph en th e c om p ou n d n um er al s su ch

twen ty -
on e, tw en ty-t w o, t h i r ty -
on e, th i r ty two -
.

To su m u p — wh en ever th e two w or ds of a c om p oun d

h ave b een u se d t ogeth er so l on g as t o h ave l ost th ei r sep a
r at e m ean i n g or h av e c om e t o s t an d as on e en t i t y ; or wh en
,

ev er on e of t h e e l em en t s p r e d om i n at es st r on gl y w r i t e th e ,

t w o as on e w or d N ewly m ad e c om p ou n d s an d th ose i n
.

whi ch th e el em en t s seem of e qu al im p or t an c e sh ould b e

sp ell e d wi th th e h yp h en .

EXE RCI SE 3
Wr i t e off thi s list of w or ds supply in g h yph en s or wr i tin g ,

as on e w or d a cc or di n g t o t h e r el at i on of t h e t w o id eas
, .

i b k
a r rab hw e t h b k fi hi g g
en c d a rr a n ca s oo s n r ou n

di t
au ffi b ill h d
o ce di d x n igh t f ll
ea ca r n e a

b gg ga a bi d g
e ca r t h w d igh t b ll
r ca e ca c or n e

b l h t
a a n ce b i th d y
s f ll w t d t
ee r t a e o s u en su n se

b ll t b x
a o b l k m i th
o l k h ip ac w h ip
s c er s su n or s

b th a m bl k b k
r oo pp p l t f anl p f oo co er a e oo r oo

b d i dd
e r bl d h d
en py igh t w too p s f e co r a er r oo

b d e m r oo b d h ld d ft m on ( t) o er ra s an a coa

b d ide s b xi g m t h f ll w i t iz
e ow t n
p f a c e o c en a er r oo

b f t k
ee s ea b yh d y b w o ( t m k
oo e e ro o a e

i m p ervi ou s )
1 0 Th e . u se of cap it als .
-
Th e stu dy m ad e h ere d oes n ot
t ry t o give an e xh austive t r eatm en t of th e u se of c api t al s .
1 66 E SS ENTI ALS OF BUSIN E S S E N GLI SH
But e ven
in dis pensab l e in st an ces ru n up t o quite a l ar ge
th e
n um be r G o over th em all ca r e fully an d do th e ex er cises
. .

Bu t re g ar d thi s se c ti on as v alu ab l e f or r efer en ce wh en y our

n ee d arise s .

Use capi tals f or

1 Th e w or ds I an d 0
. .

2 Th e fir st wor d of a sen te n ce
. .

3 Th e first w or d of every lin e of p oe try

. .

4 Proper n am es an d th e ad j ec tiv es f orm e d fr om t h em ;

.

North Am eri ca Am eri ca n , F ra n c e, F r en ch

E n gl an d E ng l ish, Pa ri s, Pa r i s i an

Man y w or ds form erly p rop er d erived fr om n ames or

p r op er n am es , h ave p asse d in to gen er al terms an d n o l on ger

u top a n i qu ix ot i c
li ste rin e a m pe r e

m orocco p as te u r ize

5 . Th e n am es of th e S up rem e B e in g or Pow er an d th e
m em bers of th e Ch rist ian Trin i ty ; as ,

Th e Almi gh ty , th e Fi
Ab l te tc rst Ca us e , t h e so u , e .

6 Th e n am es of th e B i b l e an d oth er sa c r ed books ;
. b ut
n ot in th ose adj e c tives d e r ive d fr om th em ; as ,

H oly Scri ptu r es H oly Wri t W or d of G od K or an Veda

, , , , ,
Tal mu d ;
b i b li ca l scri ptu ra l ta l m u di c veda n t i c etc
, , , , .

7 . Ti tl es p ec t—e ccl esi ast ic civil an d mi li tary wh en

of r es , , ,

t h ey p re ce d e th e n ame ; t i tl es wi th ou t th e n am e wh en use d
in di r ec t a ddr ess ; t i tl es wi th out th e n am e wh en use d of
p resen t in cum ben ts ; abb r evi at i on s of ac ad emic t itl es foll ow
in g th e n ame ; as,

Ki ng G eor ge i dent Ta ft Pr es i den t W il son Secretary of

,
ex -Pr es , ,

S ta te B rya n You r E x ce ll en cy Your H on or t h e P res i den t

, th e , , ,

Ma yo r ; Da vi d S ta rr J or da n Ph D L L D ; B a rt h ol om ew S t on e
, . .
,
.
.

DD .
9
1 68 ESSE N TI AL S OF BU S IN E S S E NGLI SH
15 . Th e chief w or ds in an or d er b ill
, ,
or in voic e ; as,

P l ease s en d m e th e f oll owi n g :

10 b u . Pot atoe s
2 5 lb s . Fl ou r

b x S hi
10 o es uns ne W a f er s
16 . Th e fi r st w or d of a for m ally cited sp eech or qu ot a
t i on :
Mr Y id All g l d k e ep s i m p l e
“
1 ea t s u n oe t s sh ou
. . sa , yo p .

2 . J q
S h a k e sp ea re
’
s ac u e s s a ys , A ll th e w or l d s a s t a g e
’
.

B u t if th e qu otat i on is ru n in form ally in to th e t ex t do

n ot u se th e c api t al
!

Th e ol d a da ge th a t
“
h t as e m ak es w as te
”
is a gai n pr ov en t ru e .

17 Th e fir st w or d after a c ol on wh en in tr oducin g a com

p l et e p assage ; as,

I sh ou ld ad vi se you to t h i s eff ect : P u t th e m atter i n to th e

h a n ds of a l oca l a t torn ey e tc et c , .
, .

1 8 Th e . n am es of govern m en t al dep ar tm en ts l egisl at ive , ,

d in istr at ive
a m ,
an d judici al b odies wh en sp ecific ally ,

appli ed ; as ,

Con gr ess, H ou se of Represen ta t ives th e S en ate H ou s e o f Com , ,

m on s ; B oa r d of A l der m en D epar tm en t of P u bli c Roa ds Wa r D epa rt

, ,

m en t , S u pr em e Cou r t .

E XE RCI SE 4

S upply th e c apit al s n ee d ed in th e f oll ow in g p assages

1 . ou r l
sa esm an , mr . b r u ce
,
w ill be i nb kt m d y
r oc on on a an d

t u es da y ,
se
p t e m b er 14 1 5
-
. h e w ill h av e w i th h i m a com p e t el li ne
v l t i es f r om p ar i s Vi en n a an d b erli n
“
of no e , , .

2 n e i t h e r a b orr ow e r n o r a l en de r b e
. f or l oan of t l os es b oth ,

i t self a n d f r i en d — s h a k es p ear e . .

3 l a st yea r i h a d n o v a ca t i on b u t th e l eg a l h oli days

. l abor day .

a n d t h a n k s givi n g i s en t a t h o m e i n n e w to n c en t er
p b et w een ch r i s t .

m a s a n d n ew yea r s i w en t sou th on w a sh i n g ton s b i r t h da y i d i n ed

’ ’
.

a t th e a t h l et i c c l u b o n decor a t i on day i w en t w i t h col

. cl ayt on to .
 S PE LLI N G 1 69

bo b
k golf cl u b on th e fou rth of j u ly i a sa il wen t f or
“
th e und r oo .
'

i n dr h u dson s li t t l e b a t w i n g
’
. .

4 h e w ill l ea v e i n o ct ob e r f o r t h e ea s t an d w ill con t i n u e h i s

.
,

s t u d i e s i n h a rv a r d u n iv er s i t y i n t h e sch oo l o f b u s i n e s s a n d com

m er c e h e h a s t h e deg r ee o i b a f rom col u m b i a u n iv er s i t y wh ere

.
.
. .

b e s pec i a liz e d in p sych ol ogy .

5 l a s t decem b er i mm ed i a t ely b e for e ch r i s t m as m r m ort on w a s

. .

i n w a sh i n gt on d c h e s t a ye d a t t h e a r li n gto n w h e r e h e m et m a n y
. .

s en a tor s a n d m em be rs a m on g t h em h onora b l e w illi am gor don h ol t

,

m em b er o f con gr es s f rom t h e n i n t h di s t r i c t w h o sa i d t o m r m or , .

t on : t h e pr es i den t w ou l d v et o t h e p a n a m a ca n a l t oll s b ill ev en if

i t w er e pa ss ed o th b y t h e h ou se b an d b y th e s en a t e .

6 a t a r ec ept on
. en a t th e i giv r es i den ce of mr . ch an d er , l m em b er

of t h e h ou se f r om n e v a da , mr . m or t on m et t h e s ecr e ta r
y of th e
i n t e r i or , t h e h ea d of th e b f or e ign comm erce
u r ea u of d om e s t ic an d ,

t h e com m i s s i on e r of i n di a n a ff a i r s m r t u m u l ty p r iv a t e s ecre ta ry , ,

t o t h e p r es i de n t j a m es pa r k er h a ll de a n o f t h e l aw s ch ool of t h e
,

u n iv e r s i t y of c h i ca go p r o f e ssor c h e r i n gt on a u t h or of
“ a dv e r t i s i n g a s
,

a b u s i n e s s f or ce
”
,
,

n or m a n h a pgo od e d i t o r o f
“h a r p er s w eekly
”
an d
,
,
’
,

s ev er a l m e m b e r s o f f or b e s robe r t son s com a n l i g l i

“
’
p y p y a n a t t h e yr c

t h ea t e r i n th e p a ss i n g t h e t h i r d fl oor b a ck ”
.

7 m e ssr s j evn e a n d c o ch i ca g o ill

.

p l e a s e s en d m e a t o n ce t h e f oll ow i n g or de r

2 5 l b s m och a an d j av a cofi ee
.

1 5 0 l b s p ill sb u ry s b est fl ou r ’

3 cases van ca m p s p l a i n p ork an d b ean s ’

2 ca ses ol d m i ssi on calif orn i a oliv e s

Syll ab l es, an d th e div idin g of w or ds i nt o syllab les

11 . .

—Wh en you m ust divide a w or d , divide it b etween syl

l ab l es . Roughly
p eakin g every vowel or every v owel s , ,

c om b in at i on p r on oun c ed as on e in dic ates a syll ab l e (

t hi s ,

d oes n ot cou n t sil en t fin al e ) I n every E n glish wor d of .

m or e th an on e syll ab l e on e of th e syll ab l es is a cc en ted , .

S t ud y th e f oll owi n g di r e c t i on s :

def i n i t e, nbi s i
- - - -
ly, s yl -l a -b l e, di i i s i on
- f -
, ex - p e ii s ive
-
, a p-p el l an t
-
.

1 Wh en
. a wor d is t o b e divide d at th e en d of a lin e of
w r i t in g or t y p ew r i t i n g d ivid e i t on ly b et w e en syl l ab l es
,
.
1 70 E SSE N TI AL S OF BU S I N E S S E N GLI S H
2 . Ar ran ge to b r in g th e divisi on i m m edi ately aft er th e
a cc en t ed sy ll ab l e ,
if p oss ib l e ; as, def -
i n i te, s yl -
l ab l e, exp en

siv e, e t c .

3 Wh en a w or d is on e syll ab l e or p r on oun ce d as on e
.
,

d on t divide it at all N o m atter h ow l on g it m ay b e

’
.

a cc omm od at e it t o y ou r sp a c e in som e ot h er way .

4 Neve r en d a lin e wi th dd tt ll ; divid e b et ween d oub l e

.
, ,

c on son an ts ; as col later al su b m iss ion Th e t en d en cy i s t o

,
-
, .

divi de b etween an y tw o c on son an ts r egar dl ess of th e l ogic al ,

syll ab ificati on of th e w or d ; as fonn d a ti on i mp or tan t ch i l ,

-
,
-
,

dr en p lain tiff,
N at u r ally t hi s c an n ot b e d on e if th e t wo
-
.
,

c on son an ts r ep r esen t on e soun d f a th er m oth er p itch er ,

-
,
-
,
-
.

5 D o n ot divi d e a w or d of t wo syll ab l es if it can b e

.

av oid e d an d n ev er divid e su ch a w or d wh en it l eav es a syl

,

l ab le of on e l etter to b e car r ied over t o th e n ext lin e ; thus

x

y ou m igh t divid e n oi s i l y b u t n ot n ois y

-
,
-
.

6 I t is p ar t ic ul ar l y i m p or t an t f or a typi st t o l earn th e
.

r ul es of divi si on Th e p r op er u se of th em sav es h im th e '

.

r agge d r igh t m ar gin t h at often disfigu r es typ e w r i tten -

m at t er .
 E SS E NTI AL S OF BUSIN E S S G
E N LI SH

p r i ce of gr ap es an d askin g if h e sh ould b u y Th e d eal er .

t el e g r ap h e d b ack N o p r i c e t oo h igh
, ,
Th e t el eg r ap h.

offi ce d oes n ot p u n ct u at e an d so t h e m essag e r e ac h e d t h e

b uy er wi th ou t a comm a a ft er N o w i th th e r esult of a l oss of

,

m an y th ou s an d d oll ar s t o th e auth or of th e m essag e .

Th e t en d en cy at p r esen t i s t o r ed u c e th e am ou n t an d
var i ety of p u n c tu at i on an d t o h old r ath er l igh tl y t o th e
r u l es f or pl aci n g th e m ar k s Thi s is p ar tl y du e t o ou r h av
.

in g l earn e d t o w r i t e m or e cl ear ly an d c orr e c t ly W e n ee d .

fewer w or ds wh en w e h ave sou gh t an d f oun d th e r igh t w or d .

We do n ot n eed t o k eep addin g expl an atory ph r ases an d

cl au ses wh en w e m aster th e ar t of statin g ou r m ean in g
di r ec tly an d sim ply .

Y ou wi ll fin d m ark s of pun c t u at i on in l ar g er n u m b er s
an d g r eat er v ar i e ty in li t er ar y an d phil osophic al w r i t i n g

th an in b u sin ess c om p osi t i on Thi s is b e c au se li t er atu r e

.

an d phil osoph y m u st m ak e m or e m odific at i on s an d r eser

vat i on s an d exc ep t i on s t h an b u sin ess .

Thi s is th e on l y difl er en ce b etween li ter ary pu n ctu at i on

an d b u si n e ss p u n c tu at i on : B u sin ess w r i t in g i s or sh ould ,

b e di r e c t an d si m pl e in styl e m aki n g f ew exc ep ti on s an d

, ,

qu alific ati on s an d r ec or din g p r ac tic ally n o after th ough ts

,
-
.

I t is i n t en t on st at in g f act s an d is n ot ai m i n g at em ot i on al
,

or ar ti st ic eff e c t s I t c all s f or sh or t cl ear em ph at ic st at e

.
, ,

m en ts .

Th e b u sin ess m an will d m an y p er i od s f or h e l oves

n ee ,

sh ort si m pl e sen t en c es
,
H e will n ee d m an y c omm as f or
.
,

h e gives qu ick b r i e f n um er ou s d et ail s He will n eed c ol on s

—m or e th an th e liter ary m an — b e c au se h e m akes fr equen t
, , .

su mm ar i es an d d ot es up on li st s of ar t icl es an d p r ic es
,
If .

h e is a cu st om er h e will n eed m an y i n terr ogat i on m ark s

,
.

He will n eed or c ould p r ofi t ab ly u se a f ew sem ic ol on s

, ,
.

A dd to th ese a f ew ap ostroph es an occ asi on al p ai r of qu ota

,

t i on m ar k s an d fr om t im e t o t i m e a d ash— an d y ou r b u si
,
 U
P NCT UA TI ON 173

n ess w r iter is r eady to p un c tuate Th er e sh ould b e very l it . .

tl e difli cu l ty in l e ar n in g th e m ain u ses of each of th ese .

I t is n ot shi rki n g th e i ssu e or m er ely eva din g a diffic u l ty

to a dvi se th e b u sin ess st u d en t s o t o con st r u ct h is sen t en ces ,

an d so t o ch oose h is w or d s a s t o b e i n d ep en d en t of el ab

or ate pun c t u at i on .

1 Th e p eri od — Thi s m ar k of pun c tu at i on is u se d

. .

1 To m ar k th e cl ose of a c om pl ete d ecl ar at ive sen ten c e

. .

An d h er e we m u st r ep eat th e w ar n i n g al r eady given sever al ‘

t im es ag ai n st m i st aki n g f or a sen t en c e a c oll e c ti on of w or d s ,

h owever l on g an d h owever i m p ort an t which still d oes n ot ,

mak e a c om plet e st atem en t N otic e thi s . :

O k if h ur b t if l G m
n e as ailv h dl Bl d f z
ea u u er an s er an e . a e o r a or

t l wh i h i
s ee cg d l t i g t t i g dg
n su r e s aG t d fi t
oo as n cu n e e . u a ra n ee rs

l
c as s very pa r t i cu l a r I f n ot fou n d s o m on ey prom pt l y r ef u n de d
in e . .

Al so f u rn i sh ed w i th i den t ifi ca t i on f eat u res m aki n g i t on e of th e

most fetch i n g li t t l e a dv ert i sers ev er devi sed .

You will di sc ov er th at on l y on e of t h ese gr oup s— th e

fi rst on e— is a sen ten c e Y et th e oth er fou r ar e p u n ctu at ed .

just a s if th ey t oo w er e sen ten c es I t is an easy m atter

, , .

to tu r n n n n —
th em i t o se te ces it is a m er e m atter of givi n g
th em a sub j e c t or a v er b or b oth
‘

It h b l d f z t l wh i h i
as a a g d l t i g tt i g
e o r a or s ee c n su r e s a oo as n cu n

ed e g . I t is g l i n e v e ry p a r t i cu l a r
u a r a n t eed fir st
I f it i s n ot
-
c a ss .

fou n d so th e m on ey i s ch eer f u lly r e fu n ded We a l so fu rn i sh it

, .

w i t h i den t ifi ca t i on fe a t u re s m a ki ng i t on e o f t h e m os t f et ch i n g
,

li t tl e a dver t i sers ever devi sed .

2 . A fter in it ial s ,
gen erally after abb revi at i on s b u t
an d ,

n ot a ft e r m er e c on tr acti on s : T P O Con n or Mr E sq . .
’
,
.
,
.
,

M . D .
, f . o. b .
,
et c .

3 A fter A rab ic n um er al s an d l et ter s d esi gn at in g t h e

.

i tems of a ser i es, as f or ex am pl e th e n um er al s m ar kin g th e

s ec ti on s an d su b sec t i on s in t h ese ch ap t er s
-
.

4 . To se p ar at e wh ol e n um b ers fr om th e d ecim al s th at
1 74 ES S E N TI AL S OF BUSIN E S S E N GLI S H
acc om p an y th em esp eci ally d oll ar s fr om c en ts A p er i od
, .

always p r e c ed es a d e cim al wh et h er or n ot t h er e b e a wh ol e

n u m b er : 8 0 02 7 2 5 .
, .
,
. .

E XE RCI S E 1

S upply p er i ods an d c api tal s in th e foll owin g p assages .

Rear r an ge th e m att er wh en it is n ec essar y in or der t o

p un c t u ate i t p r op e r ly .

1 . a b i
u s n es s l ette r is a li t tl e t a lk onp a p er
2 if you h a ve a ny
. d iffi cu l ty con su l t m r w
con ger ou r sa l e s ,

m an a ger
3 t h e l et t er w a s ob vi ou sl y a ci rcu l a r pr i n ted b y t h e t h ou s an d
”
.
,

s ign a t u r e i n c l u de d a n i n su l t u n der t h e c i rcu m s ta n ce s t o t h e i n q u i r er

,

4 t h e n or th w e s t ern li m i te d l ea ves t h e polk s t stat i on f or s t

.

Pau l a t 1 2 4 5 p m
5 m oder n a dv er t i s i n g h a s s u cc eeded i n doi n g wh a t i t s et ou t
.

t o do i t h a s crea t e d i n t erest wh er e n on e exi s t ed be for e

Cor r e ct th e foll owin g

6 . th e b koo can n ot b e p r a i se d t o h ig h l y . Ab k oo f or th e l
s ch oo ,

t h e h om e f or t h e b
te ach er th e u s i n ess m an , f or e very body
, 7 . l
em p oye rs w ill n ot st an d p r e a ch n i g ,
t h ey don t m i n d b ein g
’

ta lk ed to, b u t th ey h a te bi ge n ta lk ed at

8 . v
e en f t er t h e can al op en s m an y
a car goes will b e t r an ssh i pp ed
in th e G u lf wh i ch will b e t o av oi d th e h eavy t oll s

2 . Th e interr og at i on mark —This i u d s se

1 . A t th e en d of a sen ten e c h at asks a di r e ct questi on

t ,

wh eth er th e questi on as s k f or ac t u al in f orm ati on or is used

f or eff e c t :
u Wh o i n ven ted th e ste am en gin e ?
w Wh en w ill t h i s n ot e m a t u re ?
o
g Wh en m ay w e expect a sett l em en t ?
m May we h ear f rom you prom pt ly ?
m W ill you ki n dly r epea t you r i n qu i ry ?
a Wh a t does h e ta k e m e f or ?
fl Wh a t bus i n ess m an i n ou r day h as n ot h ea r d of th e expe ri

men t s i n e ffici ency ?

 N T I AL S B US IN E S S
‘

1 76 ESSE oF E N G Ll S H

E X ER CI SE 2

Fin d in ven t sen ten c es Sh ow in g all th e sp e cified u ses

or

of th e i n ter r og at i on an d excl am ati on m ark s .

4 . Th e sem col on i .
— Thi s p u n c tu at i on m ar k i s a s or t of

less fi n al p er i od ; it sep ar ates st atem en t s n ot so com pl etel y

d i st i n ct as th o se sep a r at e d b y p er i od s an d n ot s o cl osel y ,

a sso ci ate d as th ose sep ar at ed b y comm as .

1 I t is u se d in a se r i es of det ail s su ch as th e f oll owi n g

.

t o sep ar at e t h e m em b er s of th e ser i es

1 J bb . d t
o y
er s
“
B u se
y t igh ty t ll t
o sa u a e c en s, se a on e

t w en ty fiv e -
b uy at on e t w en t y, se ll at on e fif ty ; b uy at on e S ix ty ,

se ll at tw o .

2 . A f ml or -
e t t er is n ot an a cc i den t ; it is a p e r m an en t fact or of

m ode rn b i u s n e ss l d b e c om po sed w i t h g re a t ca r e ; i t sh ou l d
; it sh ou

r e fl e c t com p l et e k n ow l e dge o f th e b s i n es s u .

3 S ign s o f p rospe r i ty ca n b e s e en on e v e ry h a n d ; c r ops a r e l a r ge ;

.

e v e ry ki n d o f m an u f ac t u r er i s p u s h ed w i t h o r d e r s ; m e r c a n t il e b u s i

n ess i s fl ou r i sh i n g ; w h il e t h e r a il r o a ds a re b l ock a de d w i t h f r e igh t

wa i t i n g t o b e m ov ed .

2 . As a r ul e
p ar ate b y sem ic ol on s th ose p arts of a
,
se sen

t en c e t h at ar e al r ea dy p u n c tu at e d b y c om m as :

1 H w
. t b ke ft en i d bl d l y t l k f
ac ,
a er co n s er a e e a , o oo or th e
th m
er b ttl ; b t th gh h l k d f i t h f ll y h
os o e u ld t fi
ou e oo e a u , e cou no nd it .

2 T b. g d b i
o e a p ood t m h ld b
u s n es s co r r e s on en , a an s ou e e du

ca t e d in t h e s ch oo l of e ve t h a t v e ry des i ra b l e
x per i en ce ; he s h ou ld ha ,

but v r
e y r a r e q u a li t y
— t a ct ; h e sh o u l d b e a k e e n ob se r v e r k e e p i n g ,

h i s eye s a l w ay s open ; h e sh o u l d b e ki n d h e ar t ed w i t h ou t b e i n g -
,

gu lli b l e ; h e S h ou l d w i th ou t b e i n g con ce i te d po sse s s con s i de r a b l e

, , ,

c o n fi de n ce i n h i m s e lf ; h e sh ou l d h a v e i m a gi n a t i o n ; h e s h o u l d a b ov e ,

al l h a v e a t re m en dou s en th u s i a s m f o r h i s bu s i n es s
, .

5 . Th e l
co on — Thi s m ar k
. of p u n c t u at on d i is u se

B e f or e
for m al l i st of i t em s P r ofes sor L ew i s in h is
1 .

B u si n ess E n gl i sh
”
say s
a
“ .

I n st r i ct l og i c th e c ol on is t o
th e s en t en ce i t is u se d in ,
w h at th e m ar k of e qu ali ty is in
”
m ath em at i cs .
 N CTUA TI ON
'

PU 1 77

Th e foll owi n g sen t en es c il l us tr ate th is

‘

u se of th e c ol on
1 . Th e s k e l et on s er ve s
t h e s e pu r pos es : or m s a s t ron and f g r igi d
f ra m e w ork f o r t h e
-
b ody ; p r ot ect s t h e t a o r ans rom vi l
n g f i j u ry ;
s u p po r t s an d i
ca r r e s t h e Wea p a k
r t s; e s a t t a ch m en t giv
to th e
m u sc l es ; f or m s j oi n t s vem en t s a r e poss i b l e
, so t hat m o .

2 I n t h e m ode rn b u s i n e ss w o r l d t h e l e t t er h a s t h e se f u n ct i on s
.

i t i s t h e a dv e rt i s e r m a ki n g k n ow n t h e goods ; i t i s t h e s a l es m a n
,
‘
,

r s u a d i n g t h e c u s tom e r t o b u i t i s t h e c oll e ct o r cou r t eo u s b u t

p e y ; ,

i n s i s t en t ; it i s t h e a dj u s t e r o f c l a i m s a t ten t ive an d prom pt ; it ,

i s t h e co m pl et e a n d con v en i e n t rec or d o f t h e t r a n s a ct i on .

3 B u s i n e s s h a s t h r ee i m por t a n t a s p ect s
. :

P r od u c t i on
Ma n u f a c t u r e
D i st r i bu t i on
An in form al li st or a very b r i e f list d oes n ot u su ally ,

h ave th e c ol on Th er e ar e in deed t h ree g r ad es of form al

.
, ,

i ty in a li st or su mm ar y i n dic ate d b y th e pun c tu at i on m ar k

,

t h at p r e c ed es it For m al th e c ol on ; l ess for m al— th e

— : f

r —
d ash ; l east fo m al th e c om m a .

2 B e for e a f or m al an d i m p r essive st at em en t an e x t r ac t
.
, ,

or a l on g qu ot at i on n ot i n t r od u c e d b y th a t :

1 . Con t i n u i n g, th e s pe a k er id
x t pr esen t a s er i es o f
sa I ne

r esol u t i o n s a dop t e d a t a m a s s o f t h e c i t iz e n s o f F or e s t Hill

m ee t i n g
”
.

2 B ell o c s ay s
. W ea l th is m a tter w h i ch h a s b een con s ci ou s ly
a n d i n t ellig en t l y t r an s f or m e d f r om a con d i t i on i n w h i ch i t i s l e s s ,

t o a con di t i on i n w h i ch i t i s m or e se r vi cea b l e to a h u m a n n ee d
”
.

3 .A fter th u s as follows th e following

, ,

1 I Sh a ll a dvi s e you t o p r ocee d t h u s

. G ive : h im an e xt en s i on
of t i m e o f on e m on t h ; if h e does n ot s e tt l e t h en , p l a ce th e m a tt er
i n t h e h an ds of an a t t orn ey .

2 . Th e o fficer s of th e A
i i a re t h e follow i n g Ja m es P
s so c a t on : .

H a ll ,
i
P r es den t ; Ma rvi n H B ell S ecret a ry ; H u b ert B art on Trea s
.
, ,

u rer .

Th e m or e i n f orm al ex p r ess on s i — n amely , as, th at is, f or

e xa mp le, f or in s ta n ce , h ave a sem ic olon b e for e th em an d a

1 78 E SS E NTI AL S OF BU S I NE S S E NGLI SH

c omm a aft er th em ( Y ou m ay occ as i on ally . fin d a c ol on

wi t h th ese t oo S in c e usag e v ar i es )
, ,
.

4 To sep ar ate m i n u t es fr om h ou rs wh en
. th e t im e is
giv en in n umer als ( Th e p er i od is also u sed
. f or th e sam e

pur p ose ) .

5 . A f t er th e sa lut ation at th e b egin n in g of a form al l et

t er , fter an d a th e salu t ati on of a sp eak er t o th e ch ai r m an
an d audi en c e :

My dear Mr Ol son .

Mr . Ch a i rm an , L ad i es, and Gen t l em en

E XE R CI SE 3

S upply c api tal s p er i od s in terr ogati on an d excl am ati on

, ,

m ar k s c ol on s an d sem ic ol on s In th e foll owin g

, ,

1 . t h e w a tch wor d of th e v
a d er t s n i i g cam p a ign w as a su it
i n ten ded t o fit you sh ou l d b e cu t t o you r m ea su rem en ts an d fi tted
t o you in t h e m a ki n g
2 . l ar gely a m atter of th ese qu a li t i es apt i tude t ra i n
s u cces s is ,

i n g exper i en ce wor k
, ,

3 t h e foll ow i n g n ew m em be r s of th e a ssoci at i on w er e el ected

.

l w elli s s ecr eta ry of t h e b ol t m f g com pan y g m m eigs pu b li ci ty ’ ’

,

m an a g er of kl ei n g ros s an d co h en ry i n el son a dv er t i s i n g m a n a ger

,

r oya l b l u e r u g co

4 h e O pen ed w i th t h e sta t em en t t h ey h av e h a d t h r u s t u pon

.

t h em a n i n du st r i a l con fl i ct of an u n n ec es sa ry a n d w h olly i n excu s

a b l e ch ar act er

5 dem a n d i s t h e produ ct o f t h e m yr i ad f orces of c iviliz a t i on

.

su ppl y a l w ays f oll ow s dem an d cou l d a n y th i n g b e m ore ob vi ou s

t h an t h a t wh a t ob s t i n a cy to r ef u se t o a dm i t i t
6 it wa s h en ry cl ay wh o sai d i w ou l d r ath er b e righ t t h an
.

p r e s i d e n t
7 t h e f oll ow i n g t Opics a r e off ered f or di scu ss i on gett i n g u p a
.

ca t a l o gu e h ow m an y l et te r s sh ou l d t h e r e b e i n a foll ow u
p ser i es
-

p l a nn i n g a ca m pa ign th e u se of t est i mon i a l l etters su cces sfu l col

'
l ect ion m eth ods
l
etc

8 . wh a t a p a t h et i c w a ste of en ergy o f t ime a n d of mon ey

180 ESSE N TI AL S OF B US I N E S S E NGLI SH
h ab itu al r eac ti on c om m as t ake th eir pl ac e on your p age
,
an d

a s n a t u r ally an d u n p r em e di t at edly as do t h e sp a c es b et w een

th e w or ds .

We m ay i h out i n ten din g t o m ake a l aw or a r u l e

say w t
Th e p er i od an d th e sem i col on ar e m ar k s of sep ar at i on ;
t h e c ol on an d t h e d ash ar e m ar k s of u n i on or a ddi t i on ;
t h e com m a i s a m ar k of di st i n ct i on I t di st i n g u i sh es r ath er .

th an j oi n s or sep ar at es I t h ol ds w or d s an d i dea s j u st f ar
.

en ou gh ap ar t f or u s t o r eal iz e th em wh ile stil l all ow in g ,

u s t o see t h em all at on c e Th e f oll owi n g ar e el ev en i m p or .

t an t u ses of th e c om m a
1 B et w een th e el em en ts of a sen ten c e wh en th e con ju n c
.

t i on s are om i tt e d .

1 . I t was l on g du ll a n d e xh a u st i n g j ou r n ey
a , ,
.

2 . O ve r m ou n t a i n s t h ro u gh fo r e s t s a cro s s r iv e r s
, , , th e l on g roa d

s t r e t ch e d .

3 . He h a s e n du r e d th e s tra n i h ou r a ft e r h ou r, d ay a f t er day,

y ea r f t era
y ea r .

4 F e g u s on c am e d ow n t h e gan g p l an k f oll ow e d b y
. r -
h i s w if e,
t h e m a i d t h e n u r e t h e b a by t h e t w i n s a n d t h e b oys
, s , , , .

5 A firm con st a n t g en t l e d i sci pli n e sh ou l d p r ev a il

.
, , in e v ery
ofli ce .

In s u ch a s er e s id even b efor e th e an d
th e c omm a is u se

th at c om e s b et w e en t h e l ast t w o n u m b er s of t h e ser i es Th i s .

p r even ts ou r su p p osin g th at t h e l ast t w o ar e t o b e t aken as

on e N ot ic e th e f oll ow i n g
.

1 O . t h th
ur caki t t bl kas wh it ree d p tt d en s m
a ac ,
a e, an a s o e

2 . Ou r ca t h a s t h r ee ki t t en s— a bl a ck , a w h i t e, and a bl k ac an d

wh i te .

S ome c omb in ati on s ar e n ot ser i es th e i t em s of which y ou ,

d esi r e t o keep ap ar t ; y ou wan t t o j oin th em as cl osel y as

p ossib le I n th ese y ou do n ot u se comm as
.

1 Th t b
. t if l
a g gi l i th d gh t
e au u f th G v
y ou n r s e au er o e o e r n or .

2 A di t i g i h d f
. s ig n ti t iu s xh i b i t i g
e o re n ar s s e n .

3 . G
p
od dom e s t i gi n gh a m
c se ll s f or fift ee n ce n t s .
 P UN CTUA TI ON 1 81

2 . Toxpl an ator y i n t erme di ate an d i n tr od u ct or y

s et off e , ,

e x p r essi on s an d ex p r essi on s ou t of th e n at u r al or d e r in t h e
,

se n t en ce Th ese t e r m s will b ec om e pl ai n er up on th e stud y

.

of t h e f oll owin g sen t en ces :

a ) E xpl an at ory ph r ases

1 M .B th r.j i m mb
r u ce, f fi m i t ki g h i v
e u n or e er o ou r r , s a n s a ca

tion i B m d n er u a .

2 F m Fl g t fl y th A p h m m i t f th
‘

. ro a s a th ou ca n s ee e ra a o e, e su o e

G r ea t D i vide .

b ) I n ter m e d iat e p h r ase s

l . I h a d, on the co n t r a r y , dec i ded t o em p oy l h im .

2 . We f
ca n , o f u r n i h you a n y q u a n t i t y y ou de s i r e
c ou r s e ,
s .

3 . Th e a rb i t r a t or s ga v e h a r sh t h ou g h p e fec t ly log ic a l j u dgmen t

, r , .

4 . H e w a s w e a r i n g a n e l e g a n t t h ou g h i n ex p e n s i v e s u i t
, , .

0 ) I n tr od u ct or y ph r ases
a
l
- Mr . B r uc e b e in g occu p i e d, I ca m e a w a y i
w th ou t s ee n i g h im .

w P er m i ss i on b ei n g g i v en , h e w th dr ew i f r o m t h e cl a s s .

H a v i n g li ved b y t h e s w or d, t h ey p er i s h i n g b y t h e
o
c are swo r d .

d ) Ph r ases ou t of t h ei r n at u r al or d er
1 . Th e w a ve s a re ro lli n g in, w h i te wi th foa m .

2 . In r ep ly t o y ou r le t t er o f A p r i l I) , w e d e s i r e t o s a y, e t c .

3 . Wi t h t h e b es t i n t en t i ons i n t h e w or l d, h e w r ot e a v e ry fooli sh
l e t ter .

E X ERCI SE 4

S u p p ly
p er i od s c ap i tal s sem ic ol on s , , , an d c om m as in th e
foll ow in g sen t en c es :

1 bv . th a o e
p d bl
us l dfi er e s r ea a ue c ou -
e ck e d sky bl e ow us l ay
t h e w de i
l ev el w a v e dash e d san d t h e gu ll s n ow r etu rn e d f rom t h e
-

n o r th w er e c i rcli n g a n d cryi n g i n t h e a i r s h ou t i n g a n d l au gh i n g t h e

b ath er s w ere pl ayi n g in th e w ave s o r lyi n g on t h e w a rm sa n d f a r off

o n t h e h o r izo n a t r a il o f s m ok e m a r k e d t h e cou r s e o f a st e a m e r l i n g
y
on th e b e a ch in b l i ss f u l i dl en ess
you fill you r sou l w i th p eace an d r est .
1 82 E SSE N TI AL S OF B US I NE S S E NGLI S H
2 . th e j apan es e a r e an a m b i t i ou s a l er t a n d i n t elligen t peopl e
r i m a ry e du ca t i on i s b ecom i n g gen e r a l a m on g t h em t h ey are s t ron g
p
cl ea n a n d h ea l th y i n sh or t t h ey cou l d n ot b e den i e d a dm i s s i on

to ou r cou n t ry on t h e grou n ds th at m igh t k eep ou t h a l f t h e i mm i

g r an ts t h at ar e n ow com in g f rom sou th eastern eu r op e
3 w ill you ki n dl y l et u s k n ow b y r e t u rn m a il j u s t w h en you
.

ex pect to sh i p ou r o r der n o 7 34 8 da v en por t t o b e s en t d i re ct t o ou r

cu s t om er l aw r en ce s t or k w a sh i n gt on i ow a ou r cu st om er w i sh e s t o g e t

th i s da v en por t a t th e ea r li est pos s i b l e m om en t a n d we pr om i s ed h i m

to h a st en m a t t er s a s m u ch a s poss i b l e
4 i n a n sw er t o you r q u est i on if i t i s t ru e th at r ed gu m w h en
.

m a de i n to f u rn i t u r e m a r s v ery ea s il y we w ill s ay n ot on l y i s
t h i s n ot t ru e bu t on t h e oth e r h an d f u r n i t u re m a n u fa ct u r ed o f
t h i s wood w h en fi n i sh ed n at u ra l sh ow s fi n g er p r i n t s l es s t h a n a n y
o t h e r w oo d a n d i s t h e r e for e v e ry ea sy t o k e ep c l e a n w e e n cl os e

a l ette r f rom th e su per i n ten dent of t h e woodmen of th e wor l d

bu il din g Om ah a n eb ra sk a wh i ch bear s ou t th i s sta t em en t fu lly
i n asm u ch a s door a n d i n te r i or t r i m i n a pu bli c bu il din g a r e su b
m h h d s a ge t h a n f u r n i t u r e
j e ct e d t o u c a r er u

ic t ive ct ive cl ause

3 To set off
“ a n on r estr b ut n ot a r estri
-
.
, , .

”
Wh en we say set off we m ean : P u t a c omm a after th e
,

cl au se if it stan d s at th e b egin n in g of a sen ten c e ; p u t a

c omm a b oth be for e an d after it if it c om es in th e m i ds t of
,

a sen ten c e .

A r estr ic t ive cl au se d efin es n ar r ows pi n s d own th e w or d

, , ,

t h at it m odifies ; i t fix es th e applic at i on of th e w or d it m od
ifies so cl osely th at th e two can n ot b e sep ar at ed You can .

n ot t ak e ou t a r est r ic t iv e cl au se an d st ill sa
y wh at y ou
d esi re to say ; often th e m ean in g is destroyed or ab sur dly
p erver ted b y r em ovi n g thi s cl ause .

A n on restric tive cl au se add s som ethin g to th e wor d it

-

modifi es ; it does n ot n ar r ow ; it exp an d s Y ou can d r op it .

ou t an d st ill m ak e c om pl et e sen se .

Th e l ogic of thi s is th at y ou m ay set off th e n on rest ric

,
-

t ive cl au se b y c ommas You m u st n ot sep ar ate th e r est ric

.
1 84 E SS E N TI AL S OF B US I N E S S ENGLI SH
2 . His i n j u ri es , w h i ch w er e a p p a r en t ly tr i v ia l, l a t er p ro ved to
be s e r ou s i .

3 . Th e co u r s e in s t en o gr a ph y w h ic h is g oi n g
, to be v er y va l u

a b le t o m e, is given on W e dn es day ev en i n g s .

E XE RCI SE 5

S u pply th e comm as in t h e foll owi n g sen t en c es .

1 . Th e b k
oo th at give s we ll a r r a n ged
-
c on c re t e e x ampl es i s m os t
i n s t r u ct ive .

2 . Mr . Wi se s b ook ’
wh i ch give s m a ny co n cr e t e e xa m pl es is v e ry
i n s t r u ct ive .
o

3 P r o f es so r G u li ck w h o h a s liv ed m a n y y ea r s i n Tok yo w r ot e
.

t h i s v a l u a b l e b o ok o n J a p a n .

4 Th e a r ch i t e t w h o d e s ig n ed t h i s b u il d i n g h a s s u b m i t t e d pl a n
. c s

f o r a b u s i n e s s b l o ck i n B u en os Ay r e s .

5 Ou r a rch i t ec t w h o h a s r ece n t l y gon e t o B ra zil w a s t r a i n e d in

.

B o s ton .

6 . Mr . B ru ce w h o h e s t a t e d f or i a l on g wh il e fi n a ll y t oo k th e

p l u n ge .

7 . Th e m a n w h o h es i t a t e s i s l o st .

8 . Th e w o m a n wh o doe s n ot b li v
e e e in un iver sa l su ff ra ge is
n ow ra th e r e x cept i on a l .

9 . Th is w om a n w h o do es n ot b li v
e e e in un ive r s a l su ff ra ge is
t o da y a r a th er u n u su a l p e r s on .

1 0 Th e doct or s w h o
. d a i gn o se d h is m a l a dy a s a ppe n d c i itis ad vi se d
an i m m edi a te O p e r a t on i .

11 . Th e doc t or w h o d i a gn os e d h is ca se d ec l a red at o n ce th at t h e
t ro u bl e was ap
p en d c i i ti s .

4 . Th e c omm a p r ec ed es a s h or t an d i n form ally u sed quo

t at ion :

1 . E v e ry m em b H e re
er a n s w e r e d, .

H i s on l y s t a t e m en t w a s I h a v e n ot h i n g t o
“
2 .
, s ay .

3 . We can on ly s ay h ope fu ll y E very cl ou d h a s , a s ilve r li n i n g .

5 . I n ser t c omm a t o sh ow th at
a a w or d e as ily supplied
f r om th e c on n e cti on is om itt ed
1 . He cou l d ea t no f at ; sh e , no l ea n .
 PU N CTUA TI ON 1 85

2 . E n cl o sed fin d ch ec k f or $ 12 5 ,
a m ou n t of my a ccou n t in f u ll .

3 . Aft er d i n n er t h ey w e n t t o t h e con cer t ; w e, t o t h e t h ea t e r .

6 . Use a c om m a after y es, n o, well, n ow, th en , h owever

th erefore, m or eover , fu r th er mo r e, n ever th eless, in fa ct, i n
s h or t, f or i n s tan ce, on th e oth er h an d, t h e n am e or i le
t t of

th e p er son u se d t o add r ess h im wh en an y of th ese at , st an d

t h e b e g i n n i n g of th e sen t en ce u n l ess it is v ery sh or t an d

P u t a com m a b ot h b efore an d a ft er t h em w h e n t h ey
“
c l ear .

w ed g ed i n to th e sen t enc e t o m ark a b r eak in t h e

”
ar e

t h ou g h t F or ex am p l e .

1 Y .th d hes,b tt d d t
e or er as e en a en e o .

N N o, i t i s ign e d
not tru e th a t I h a ve res .

O
O I n fa ct I h a v e r ece iv ed a p r om ot i o n
, .

N o w m y d ea r s i r I f ee l t h a t I h a v e b ee n s l a b b i ly t r ea t e d
-F
r
, ,
i .

m I n sh or t I sh ou l d lik e m y m on ey r e f u n de d
, .

I w ill h ow e v er w a i t a n ot h e r w ee k
b
O , , .

7 Mor eov e r I t h i n k you w ill a dm i t M r L o n g t h a t w e h a v e b e en

.
, , .
,

a t i en t
p .

7 . Wh en t h e m em b er s c om p ou n d sen ten c e ar e l on g
of a ,

t h ey s om et im es h ave a c omm a b efor e t h e con j u n ct i on th at

j oin s th em :
1 . Th e sh i pm en t w a s de liv e r ed t o th e ca rr er s i f
i n pe r ect con d i
t i on ,
an d we ca n n ot be re s pon s i bl e f or b r ea kag es h a pp en ing in
tran s t i .

2 . Ou r p l a ce is sm a ll , b u t th ere a re m a n y t r ee s and th i ck e ts .

3 . My f a r m i s q u i t e n ea r th e m a in r oa d , b ut i t is a
pp r o a ch e d

by a sh a d
y w i n di n g l an e .

Wh en c on jun cti on is om i tte d in su ch a sen ten c e

th e ,
it
is p u n c tu at ed w i t h a sem i col on .

8 A c om m a is of t en u sed t o p r ev en t am b ig u i ty or
. to
av oi d an ab su r d c om b i n at i on
N

1 . W h at ever i s, i s r igh t .

2 . Wh o h e w as, is n ot k n ow n .

3 . Ove r t h e w i n do w , cu r t a i n s w e r e hun g .

4 . Y ea r s a f te r ,
I m et h i m .

9 . Use a c omm a to se p ar at e l ar ge g r oup s of figur es i n to

1 86 E SS E N TI AL S OF BUS I N E S S E NGLI SH
p er i ods of th ree ; b u t do n ot sep ar at e n um b er s u sed to in di
c ate th e year in a d ate .

1 I .1 9 12 w bg t h w
n 1 9 13 m d l ; i
e th e ly an o s o ou r o e n e ea r

su mm f 19 13 w b
er ogh t t 1 9 14 e r ou ou ou r ca r .

2 . H is l
sa ary a d a n ce d v w thi in s ix m on t h s f rom to
3 . Th i s m a ch i n e, w h i ch co s t me h a s a l r ea dy ca r r ed i me
m il es .

4 . In Ma rch , 19 14 , m en m i n ed ton s o f or e .

1 0 Th e . lways p rec e d ed b y a c omm a

a bb re vi ati on , e tc .
,
is a .

1 1 S et off b y c omm as th e n am e of a m on th d efin in g a

.

week day and th e n um b er of a year d efin in g a m on th or

, ,

a day of th e m on th .

1 I M h 19 13
. n d th t
ar ci b l fl d t D yt, , occu r r e e er r e oo a a on .

2 T d y J
. 4 w ill b
u es th l t d y f
a , t i une , e e as a or en r es .

3 . On J a n u a ry 1 0, 19 12 , h e w a s l
e m p oye d in ou r ffice
o .

E xER CI SE 6

S uppl y th e c apit al s p er i ods in ter r ogat i on s excl am ati on s

, , , ,

sem ic ol on s ,
c ol on s an d c omm as n eed ed in th e foll owin g
,

p assages :

i n tan gi b l e property ca ll ed credi t s stock s m ort gages bon ds etc

1 .

if th ey a r e t a x ed at a ll a re ta xed tw i ce
2 t h e l a w l evi e s a poll t a x on a m a n s i m pl y b eca u s e h e i s a liv e
.
-

b u t i t does n ot ki ll h i m a s i t l ogi ca ll y s h ou l d w h en h e dec li n es to

a
p y
3 . i n deed i s it n ot a b ou t i f i
t m e m y r en ds t h a t w e r eco n e th e g iz
f act th at i n e du ca t on i in an y r h t sen seiger a an d
p r ac t cali b
a re l i l
th e sam e th i n g
4 . on ce i n tere st ed in b a s e b a ll a n d h e w ill su b
ge t a sm a ll b oy -

ject h i m self t o an y h ar dsh i p ph ys i ca l or m en t al to ob ta i n a n y

k n ow l edge pra ct i ca l or th eor et i ca l th a t e n l arge s h i s skill or h i s
pl ea su r e in t h e gam e
5 a m an i s t h e p r i son er o f h i s pow er a t op i ca l m em ory m a k e s
.

h i m an a l m a n ac a t a l en t f o r deb a t e a di spu t an t skill to g e t m on ey

m ak es h i m a m i ser th at i s a b egga r
i give you t h e l at est an d b est in f ormat i on on f oll ow u p -
1 88 ESSE N TI AL S OF B US I N E S S ENGLI S H
15 . i
s it u a t on w a n t ed— sa
l e sm a n —you n g m an 2 2 ex p e r i en c ed fin

i s h e d b u s i n es s cou r s e a t l a r ge U i n J u n e on e yea r w i th b ig con c ern

.

t h r ou gh m i dw e s t good a ppea r an ce l o t s o f pe r son a li t y an d a m b i t i ou s

de s i r e s con n ec t i on w i th r e s pon s i b l e con c er n on sa l a ry e x pen ses a n d
com m i s s i on b e s t r e f s A ddre s s D D 4 6 T r i b u n e

7 . Th e dash .
—Thi s is l
a so a v e ry u sefu l m ar k of p u n c

tu at i on ; b u t i t h as d efi n i t e u se s — it can n ot b e th r ow n inas
a s u b s ti t u t e f or an y an d very m ark of p u n c tu at ion as
e ,

m an y i n exp e r i en c e d w r i t er s a r e p r on e t o d o .

S om e w r i te r s on pun c t u at i on con dem n sc or n f u lly th e u se

of t h e d ash a s f ou n d in s om e a dve r t i sin g c op y w h er e i t i s
'

u sed t o sep ar ate th e i tem s of a ser i es d ecl ar in g th at su ch ,

u se gives a t on e of e xci t em en t an d h y st er i a t o t h e p assage .

A s a m att er of f ac t th e d ash u se d in such p assages is

,

n ot a m ar k of pu n c tu at i on at al l ; a r eal m ar k of p u n ct u a

t i on is qu i t e as m u ch an exp r essi on of th ou gh t or feeli n g

as i s a w or d I n th e c ase w e ar e di sc u ssi n g th e d ash i s
.
,

a m er e m e ch an ic al d evic e t o sep ar ate th e p ar ts of th e

an n ou n c em en t I f th e c op y w r i ter w ould w r i te c om pl ete
.
-

sen t erices an d h av e t h em sep ar at e d b y a sh ort sp a c e h e

, ,

w ou ld a cc om pli sh h is p u r p ose an d sav e th e ab u se of t h e ,

d ash .

Th e f ol l owm g p ar agr aph fr om an adver t i sem en t exem

p lifi e s t hi s m e ch a n i c al u s e of t h e d ash

F m t F m P p
or e os ar P vi d C la er s N t i l St t
ro ! e a ss , a on a , a e or on e

Ci l ti
r cu a — C Op
on tio- — d U e ra onl P lli g P w
an Wh th n u su a u n o e r. e er

you w an t to rea ch fa rm er— f ru i t gr ower— gra i n pro

th e t r u ck
du oer—da i rym an —c ot to n or t ob a cco p l a n t a t i on o wn e r w h e t h e r you ,

w a n t t o r ea ch t h e Nor th — S ou t h —E a s t o r W e s t— you ca n rea ch

-

t h e r igh t p r osp ect in t h e r igh t t er r i t ory b y t h e u s e o f t h e For e

m os t F a r m P a p er L i s t— a li s t o f t r em e n do u s i n fl u en ce a n d g r e at
'

r es u l t b r i n gi n g pow e r— a li st
-
et c et c , .
, .

Th e foll owin g ar e th e c om m on est an d m ost i mp ortan t

u ses of t h e d ash :
 P UN CT UATI ON 1 89

1 . i n dic ates a su dd en b r eak in th ou gh t a ch an ge

It , of

c on st r u c ti on a h u m or ou s or whi m sic al addi ti on ; as

, , ,

1 Wh . it m t hi b i en t b l —b t wh y
ca e ll th o s u s n ess r ou es u r eca os e ?

2 . H e w h i stl ed as h e we n t— f or w a n t of t h ou h tg .

3 . I , too, k eep a sh o p — th a t ’
s wh y I a sk so m an y q u e st i on s .

4 . He p a s s e d ov er t o th e s il en t m a j or i ty— h e g o t m a r r i e d .

2 p u n ctu ates p ar en th etic al an d e xpl an ator y cl au ses

. It
l ess cl osely att ach ed th an th ose set off b y comm as an d m or e ,

cl osely at tach e d th an th ose en cl osed in p ar en th eses ; as ,

1 Th . l ti f th l b p b l m —i f it i v
e so u on lv d
o e a or ro e s e er so e

w ill ch a n ge th e face of s o c et y i
—Aw k
.

2 . Ab ou B en A dh em — m ay h is tri b i e n cr e a se o e on e n igh t
f r om a de e p d r e a m of p e a ce .

3 . Th e a
po l ogy du e you h a s
—I ac k n ow l e dge i t w i th re gr et —b ee n
t oo l on g de layed .

3 I t is
. used b efor e lists of t erm s an d d etail s in m uch
t h e sam e way as a c ol on Th e d ash is l ess st ifi an d f or m al .

t h an a c ol on Wh en y ou see a c ol on b efor e a list you feel

.
,

th at th e li st sh oul d b e d r awn up in c ol u m n s or at l e ast in ,

a n u m b er e d ser i e s Wh en y ou see a d ash y ou feel sati s .

,

fie d t o h ave th e d et ail s r u n i n t o th e sen ten c e sep ar ated f rom ,

on e an oth er b y c omm as or sem ic ol on s ; as ,

1 Su h l gi l t i
. ff t
c l l ki d
e f b i
s a m —m
on f a ec s a n s o u s n e ss en an u ac

t j bb
u r e rs , wh l l o de rs ,t il o e s a e rs , an re a e r s.

2 . Th e s e ar e w o r ds th at st ri th e s ou sl of a ll m en—cu l t u re ,
p ow er, i n fl u en ce ,
f l
u se u n e s s .

3 . We fin d i n coa l t a r -
w on der fu l th i n gs—m edi c i n e s , dyes, p er
fu m es fl a vors , .

Th e d ash gem en t p r e ci sel y th e used

'

4 . is in an ar r an

op p osi te of 3— wh en th e i t em s or d et a il s ar e n am e d fi r st
,

an d th en sep ar ate d b y a d ash f r om a summ in g u p ph r ase ; as -

,

1 C g p ti
. mbiti
ou ra i d t y— th
e, a th q l
en ce, a on , n us r e se a re e ua

i t ies th a t w i n .

2 .
Q ua li ty , du ra b ili ty , di st i n ct i on — t h e se are th e m a r ks of ou r

g o od s .
190 E SSE N TI AL S or BU SI NE S S E NGLI SH
3 . A ccu r a cy, i
e n t h u s a sm , i m a gin at i on li tt l e el se b es i des
-
, m erel y
corr e ct En gli sh , is n e ede d i n a b u s i n es s l et te r .

5 . Use th e d ash to in dic ate figur es om itted b etween t wo

t er m in al num b er s
1 . Th e Ai issoc a t on of Na t i onal A dvert i sing Managers m et i n
Ch i ca go, Apr il 2—4 .

2 . For a r epor t o f t h e pr oceedi n gs, see pp . 1 5—2 9 .

Use b oth p er i od an d d ash after side h eads wh en th ey

6
“
-
.

”
ar e ru n in th e d ash on ly wh en th ey ar e p ar ag raph ed ;
as)

1 i n fl ict i on of a dj ect ives an d a dverb s —Th ese

. Th e words, etc .

2 Th e i n fl ect i on of a dj ect iv es an d a dv erb s

.

Th ese w or ds u n der g o et c , .

7 . D on t
’
u se a d ash after th e sa lut ati on of a formal l et
t er ; u se a c ol on ; d on t use b oth
’
.

8 Th e p are nth esis — E xpl an at i on s, d efin i t i on s, an d com

.
’

m en t th at st an d di sti n c tly ap ar t f r om th e t h ough t of your

sen t en c e sh oul d b e en cl ose d in p ar en th eses ; as,

l . I a m com p e ll ed by i
c r cu m s t a n ce s (
wh i ch I am qu i te w illi n g
to ma ke kn own ) to see k a n ew pos i t i on .

2 . You w ill fin d i n ou r cat a l ogu e ( pg . 28 ) a descr i pt i on of th e

m a ch i n e you w an t .

3 Th e L a t i n wor d f or f ol low u p (
.
pers eq u or ) h a s -
v ery s ign i fi

ca n t l
y giv en u s t h e E n gli s h w or d p er secu t e .

9 Brack ets
.
— Th ese m ar k s en cl ose in sert ed or
m atter
added b y som eon e n ot th e au t h or — a r ep or t er an edi tor , ,

or pub li sh er ; as ,

1
‘

Th er e are n ea r a qu art e r of a m illi on w or ds i n th e En gl i sh

! —Th e
.

l an gu age Th e N ew S ta n da r d D i ti
c on a ry c on t a n s i
E d i t or ] .

2 Th e Am i er ca n sch oo l t ea ch e r i s t h e fi rst foll ow er of t h e fl ag .

!
.

Appl a u se ]

S i n c e th ere ar e n o b r ack et s on th e k eyb oar d of th e stan d

192 E S SE NTI AL S OF B US I N E S S E N GL I S H
1 . We a re con r on t e d, f sa id Cl ev el an d, “ by a cond i t i on , n ot a

t h e or y
“
.

2 . It i s t h e du ty of th e c i t iz en to s u p p or t th e gover n m en t ,

sa i d Cl e v e l a n d , n ot t h e du t y of th e g overn m en t to s u p p or t th e
c i t iz en
”
.

3 . Do n ot u s e quotati on m arks w h en y ou tu rn th e wor ds

i n to th e in di r ect for m N otic e t h e d iffer en c e .

He sa i d W h er e sh a ll I fin d t h e m a n age r ?
,

He a s k e d wh e r e h e s h ou l d fin d t h e m a n a ger .

4 . Do n ot u se qu ot ati on
xp r essi on th at h as m ar k s f or an e

b een u sed so oft en as t o b e fam i l i ar t o ev ery b ody I t is .

a r efl ec t i on on a r e ad er s i n t e llig en c e t o qu ot e L ay on Mac
’
,
”
du fi, to b e or n ot to b e, th e si ns o f th e fath ers man ,
’
s

i n h u ma n i ty to m an , h oly s ta te f ma tri mon y

o ,
or an y e xp r es
i
s on fam il i ar
so .

5 I n wr i tt en m at ter n ot i n ten d e d t o b e p r in t ed qu ote all

.
,
'
t i tl es of b ook s t r eat i ses p oe m s s ets of b ook s l ec t u r es
, , , , ,

p ic tu r es an d oth er w or k s of ar t an d the n am es of sh i p s
u

.
, ,

I f y ou ar e p r ep ar i n g a m an usc r ip t f or p u b lic at i on c on sul t ,

an exp er i en ce d p r i n t er or a sp eci al m an u al on p r in t i n g , ,

c on c ern in g th e t r eatm en t of t i tl es cit ati on s etc N otic e , ,

.

t h e f oll ow i n g

1 . S er i es of b k
oo s: En gli sh M en of L e t t er s
”
;
“ Th e E n cyc l op e di a
”
B r i t t a n i ca .

2: Vo l u m e s B i u s n ess a P ro f e s s i on I van h oe ”
; Th e S ca r l et
L e tt e r .

l e ctu res
“
P oem s
“
3 . an d e s s ay s, , et c Or de r e d S ou t h Th e
C on du ct L if ”
S kyl a r k ;
”
Nigh t ”

“
’
of e ; T o a Th e Cot t e r s S a t u r da y ;
J p a a n— I t s P r e s en t , P a s t , an d F u tu r e .
”
 P UN CTUATI ON 19 3

i ct u r es an d s t atu es oper as etc Th e H ol y F a m ily

“ “
4 . P , ,

Mon a L i sa ; Th e D yi n g G a u l ; I l Trov a t or e
” ” ”

“ “
.

5 S h i ps
. S S Ar a b i c ; Ma u r et a n i a
:
”
. .
”
.

6 .
Q u ote
w or ds or p h r ases to which p ar ticul ar atten ti on
is call ed ; a w or d th at is foll ow ed b y it s d efin i ti on ; an
u n u su al n e wly in v en t ed or hu m or ou sly u s e d w or d ; w or d s
, ,

off er ed as i l lu str at i on s or oth er w i se m en t i on ed m er ely as

,

wor ds t o set t h em off fr om th e t ext

,
.

I n a t ech n ic al t r eat i se on l an gu ag e as f or ex am pl e in t hi s , ,

b ook w or d s ar e u sed in thi s w ay so f requ en tly an d often in

, ,

so l on g a li st t h at t o qu ote t h em w oul d b e t o disfig u r e t h e

,

p age with pun c tu ati on m ar k s an d t o p u t an un due str ai n ,

on th e ey es of t h e r ea d er I n such a c ase th e w or d s ar e
.

i t ali cized .

N ot ic e th e f oll owi n g ex am pl es
“
ly
'
”
i n t eresting or igi n
“
Th e t er m
“
1 . n ch law h ad an .

”
2 . Th e t erm s g d oo an d b d a t a k e on n ew m ean i n g i n th e
i
e th cs o f ou r da y .

”
H e w a s w ea r i n g ktie i g
“
3 . a s cr e a m n n ec .

4 We th ou gh t w e h a d bou gh t a fool p roof ca r

”

“
-
. .

5 D em u r ra ge m ea n s t h e paym en t a sh i pper m ak es f or deta i n

.
”

i n g a ca r or a boa t b eyon d t h e t i m e a ll owed f or l oa di n g a n d u n

I f y ou u se an occ asi on al w or d of sl an g , qu ote it I f y ou ,

.

h ab itu all y u se sl an g , d on t qu ot e it N othin g c ou ld b e

’
.

m or e i r r it at in g th an th e p epp er in g of a p age wi th qu ot a
t i on s m ar k s u se d to ap ol ogiz e f or t h e S l an g of a w r i t er wh o
h as n ot t ak en t h e p ain s t o l e arn a d e c en t v oc ab u l ary Th e .

fol l owin g sen ten c e was actually seen in an ar t icle in a

b u sin ess m agazin e :
“k Ta e it f rom me we a re u
p a ga i n st ”
a
“t iff
s
”
propos i t i on .
1 94
. E S SE N TI AL S OF BU S I NE S S E N GLI SH
I f th at is your voc ab ul ary ith er d on w r i te d on
’ ’
, e t , or t
quote .

7 . S om et i m es th er e is
qu otati on in side th e p assage you a

qu ote I n th at c ase you u se th e d oub le qu ot ation m arks

.

f or th e m ain p assage qu oted an d S in gl e m ar ks f or th e in n er ,

qu otati on ; as
“
,

Th e cr i t ic says : Mil t on ’
s j g
udm en t th at ‘
poetry mu st b e s im
”
l
p e, sen su ou s, a n d i mpa s si on ed ,
’
i s st ill j u st .

E XERCI SE 7
Pun c tu ate th e
foll owin g p assages ,
su pplyin g al so such
.

c api tals as are m i ssin g :

1 Th . fi f p b li
ere a re v v e sou r ces o u c r e en u e 1 pu bli l
c oan s 2 pu bli c

d m i
o 3 p b li i d t i
a n d i v tm
u ct n u s r es an n es en s 4 f
e es an d a s se ssm en t s

5 ta x at ion
2 . form s of ta x a t i on are th e s e gen era l proper ty t a x cu stom s
Th e
d u t i e s ex ci se t a x e s i n com e t a x es i n h e r i ta n ce ta x e s cor pora t i on a n d
bu si ness ta xe s
3 I n r esp on se t o you r l ett er of j u n e 1 2 m ay we ask w h at di d y ou
.

fin d w ron g w i t h th e coff ee i n w h at r es pect di d i t d iff er f rom w h a t

y o u h a v e f or m e r l
y rece iv e d ca n you w i t h ou t i n co n v en i en ce giv e u s

som e in f orm a t i on as t o h ow t h e coff ee w a s p rep ar ed f or t h e t a b l e

an d t h e q u a n t i t y u se d w ill you r et u r n t o u s a s m a ll s a m p l e t o b e

su b m i tt e d t o ou r coff ee ex pe r t f or ex a m i n a t i on

4 Wh i ch m an r en ders t h e gr ea ter s ervi ce to h i s cou n try th e sol

.

d i er i n th e a r m y or t h e w or k er in i n du st ry w h i ch m or e des erv es a
p e n s i o n s h o u l d w e de v e l op a sy s t em o f w o r k i n g m e n s i n s u r a n ce
’

a ga i n s t va r i ou s ca su a l t i es s i ck ne ss a cci den t u n em pl oym en t old

age dea th
5 . I n th a t som ewh a t di sta n t yea r 1 8 75 w h en t h e t el egr a ph an d
.

th e l
a t an t c i ca bl e w ere
'

t h e m os t w on der f u l t h i n gs i n t h e worl d
a tall you n g p rofe ssor o f e locu t i on w a s de spe ra te ly b u sy in a n oi sy
m ach i n e sh op t h a t s t ood i n on e of t h e n a r row st r ee t s o f bosto n
-

not f a r f r om s coll a y s q u a r e i t w a s a v e ry h ot a f t er n oon i n j u n e

b u t t h e you n g pr ofes sor h a d for got t en t h e h ea t a n d t h e gr i m e

of t h e w o r k sh o
p h e w a s w h oll y a b sor b ed in t h e m a ki n g of a n on
de scr i pt m ach i n e a s or t o f c ru de h a r m on i ca w i t h a cl ock spr i n g -

r eed m a gn et a n d a w i r e i t w a s a m os t a b su r d to i
a y n appea ran ce
 CHAP TE R XI I
BU S I NE S S C OM P O S I TI O N

A . L E TT ERS

A l ar g e p ar t of w or ld s b u sin ess is at p r esen t c arr i ed

th e
’

on b y l ett er s . Th i s st at e of t h e c ase h as b een b r ou g h t ab ou t

b y t h e e n orm ou s i n c r ease of a dv er t i si n g c r eat i n g a n ati on al
,

an d i n t e rn at i on al m ar k et in p r i n t ; t h e am azi n g d ev el op

m en t of m ail ser vi ce ; t h e f acili t i es f or m aki n g an d m u l t i

plyi n g l etter s afior ded b y th e st en ogr aph er t h e dic t ag r aph , ,

t h e t yp ew ri ter an d t h e d evic es f or m ult iply i n g c opi es ; an d

,

th e e ase r api d i ty an d saf ety of t r an sp or t at i on

, , .

Th e l ett er as a b u si n ess ag en t h as m an y a dv an t ag es
I t is an e c on om ic al an d eff e c tiv e a dv er t i ser .

I t is a c ou r teou s an d el oqu en t sal esm an wh o i s n ev er d e

n i e d an audi en c e .

I t is a pl easan t dis c r i m i n at i n g c u stom er wh o g en er ally

,

kn ows wh at h e w an ts an d wh o w ast es n o ti m e .

I t is a p oli t e b u t p er si sten t c oll ect or .

I t an n ihil at es di st an c e b etw een b uy er an d s ell er .

I t is a c on tr ac t m ad e wi th ou t f ee or f or m ali ty .

I t ser v es as a p erm an en t t r us tw ort h y r ec or d of t h e t r an s

,

a c t i on
.

Th e t r ai n i n g t h at on e m u st h av e f or th e p osi t i on of c or
r esp on den t in a l ar g e m od er n b u si n ess is if on e g ets i t i n ,

th e sch ool s e qu al t o a p r ofessi on al e duc at i on ; or it c om es

,

as th e p r oduc t of a l on g ab sor b i n g ex p eri en c e

,
B u t an y m an .

or w o m an en g aged in p r ac ti c al aff ai r s m ay h av e occ asi on to

19 6
 B US IN E S S COMP OS I TI ON 197

write a b usin ess l etter ; an d th er e is easi ly ac cessib l e a l ar ge

field of kn owl edg e c on c ern i n g b u sin ess c or r esp on d en ce of
which th e youn g stu d en t as w ell as t h e or din ar y m an of
aff ai r s m ay quickl y p ossess hi m s elf .

Th e l et ter is t h e ty p e f or m of b u si n ess exp r essi on As a .

m att er of f ac t t h er e ar e t h re e p r oc esses in b u si n ess c om

,

mu n i cation an d on ly t h r ee :
,

1 Th e i n qui r y ab ou t som ethi n g y ou n ee d or ar e i n t er

.
,

est ed in ;
2 . Th e givin g in for m at i on ab ou t som ethi n g t h e oth er
of

m an d esi r es or ough t to d esi r e ;

3 Th e sal e an d p u r ch ase of th e d esi r ed an d d esi r ab l e
.

ar t icl e .

All b usi n ess w r i ti n g— l ett er s adv ert i sem en ts ci r c u l ar s

, ,

ar e c on c er n e d w i th on e or al l of t h ese t h r e e p r oces ses A .

g ood sal es lett er is a g ood adver tisem en t ; a good adv er ti se

-

m en t is on l y a l etter t o an u n li m i te d n u mb er of p os si b l e
‘

b u y er s ; in a good l ett er or a good adver t i sem en t y ou u se th e

sam e m at er i al an d w i t h a v er y f ew di ff er en ces t h e s am e
, , ,

m eth od y ou u se in a fa c e t o fac e in t ervi ew

- -
.

Con v en t i on h as d ecr eed t h at c ert ai n t hi n gs ab ou t a b u si

n ess l et t er S h al l b e as th ey ar e an d i t is u n w i se to v ar y f r om
,

th em ; t h er e i s n o r oom f or or igin ality in th ese for m al an d

ac cep t e d t hi n g s ; t o d evi a e f r om t h em w ould m er el y b e t o
t
d ecl ar e y ours elf an u n i n for m ed p erson .

Th e di s c u ssi on of L ett er s whi ch f oll ow s i s l ar g el y c on

c er n e d wit h th ose m at t er s th at m u s t app ear in a b us i n ess
l et t e r ;
1 A g ood fir st i mp r essi on — To g et t h e v er y r e al b en efi t
.
~

t h at com es of a g ood fi rs t i m p r essi on ob ser v e t h e f o l l ow i n g

‘

p r ec au t i on s
1 Use st at i on er y of g ood qu al i ty an d of a c cep t ed f or m
. .

B usi n ess l et t er p ap er is in si n g l e sh eet s ab ou t 8 1/ x 1 1 2 ,

p r efer ab ly w hi te ; en vel op es sh ould m at ch an d fit .

198 E SS E N TI AL S OF B US I NE SS E NGLI SH
2 . Pen m an ship p ewr i tin g sh ould b e good
or ty .

3 Th e p ag es m ust b e f r e e fr om b l ot s er asu r es an d oth er

.
, ,

c or r ec ti ons .

4 Th e l et ter sh ould b e attr ac t iv ely arr an g ed on t h e p ag e

. .

a) Th e m ar gi n at t op an d b ot tom v ari es wi t h t h e l en gt h

of t h e l et t er b u t it mu st n ev er b e l ess t h an an in ch an d a
,

h alf S tudy th e r el at i on of th ese m ar gin s on th e p age of

.

a w ell p r i n t ed b ook
-
.

b ) Th e s id e m ar gi n s S h ould n ot b e l ess t h an an i n ch in

sh ould b e
”“
width I n a s h or t l etter th ey m ay b e wider Th e letter
.

c en t er ed on th e p age so as t o p r esen t a sym

.

m et r ic al d esign t o t h e ey e Th e l ef t h an d m ar gi n sh ou ld
.
-

b e k ep t ab solut ely ev en — t h e ri gh t h an d as ev en as p ossi b l e -

.

5 Not hi n g sh ou ld b e w r i tt en in th e m ar gi n or ac r oss
.

wh at h as al r eady b een wr i tten .

6 B u sin ess l ett er s sh ou ld b e w r i tten on on e sid e of t h e

’

p ap er on ly S oci al l ett ers sh ould b e w r i tten on c on secu tive

.

p ages—1 2 3 4 n ot 1 3 4 2, , , , , , ,
.

7 AN Old p ostscr ip ts
. Th e d evic e of secur i n g att en t i on
.

b y p u tt i n g i m p or t an t m att er i n t o a p ost sc r ip t t h at on e ,

s om eti m es sees in s al es l et t er s is i n ar t ist ic an d am ou n t s

-
,

t o a c on fessi on of weakn ess .

8 Th e sign at u r e m u st b e l egi b l e
. .

9 Th e l ett er m u st b e f old ed p r op er ly
.

a) Fold th e l ow er e dg e of th e sh eet up t o wi thi n a qu ar t er

of an i n ch of t h e t op Thi s m ar gi n m ak es th e l ett er easy t o

.

un fold .

b ) Mak e a sec on d fold f r om r ight t o l eft m aki n g alm ost ,

t h r ee e qu al divi si on s .

0) Mak e t h e t hi r d f old fr om l e ft t o r igh t l eavin g a ,

quar ter i n ch m ar gi n on th e righ t

-
.

d) P l ac e th e l ett er in th e en v el op e so t h at th e t op of
t h e l ett er is in th e l eft en d of th e en v el op e as y ou h old i t
op en t ow ar d you .
2 00 E S S E N TI AL S OF B US I NE S S E N GLI S H
th e in for m at i on of c or r esp on den ts Th e arr ang em en t an d .

con t en t s of t h i s h e a di n g ar e mat t er s of t ast e ; i ts pl a c e on t h e

S h eet is c on v en t i on al an d fix e d .

Wh en th e p r i n t ed or en g r aved h ead is n ot use d a h ead ,

in g g ivi n g t h e fu ll add r ess of th e w r i t er is w r i tten p r e fer ,

ab ly at t h e r igh t h an d n ear t h e t Op of t h e sh eet in t wo .

,

l in es— th r ee if th e ad dr ess is l on g .

Th e p r esen t t en d en cy i s t o do aw ay w i t h b ot h abb r evi a

t i on s an d pu n c tu ati on in t h e h eadi n g Y ou wi ll h ow ev er .
, ,

see b oth u sed E x am p l es of b ot h styl es ar e gi v en b el ow

. .

Wh atev er styl e y ou deci de up on adh er e t o it c on si st en tly ,

.

Cer t ai n fi r ms h av e a l on g estab li sh e d cu stom a n d a h is -

t or i cal h eadi n g whi ch t h ey w ou ld n ot b e wil l i n g t o ch an g e .

E x am pl es ar e g iv en of h e adi n g s wi t h th e or di n ar y i n d en
ti on an d of t h ose arr an g e d in t h e s o cal l e d b l ock f or m
,
-
.

S i n c e th e di r ect i on on t h e en v el op e of l et t er s w r i t t en t o y ou
will b e i den t i cal w it h th e h eadin g of y ou r l ett er thi s h ead ,

in g sh ou ld b e fu ll an d a c cu r at e I t is n ot sa fe t o om i t t h e
.

n am e of a st ate e v en a ft er t h e n am e of on e of ou r l ar g est
,

c i t i es ; t h er e ar e n o l ess t h an t hi r t een B ost on s I n t h e Un i t ed

S t ate s .

2 . Th e D a t e — Thi s
giv es th e n am e of t h e m on th th e day ,

of t h e m on th an d th e y ear ,
Th e p r esen t t en d en cy i s n ot
.

t o abb r evi at e th e n am e of t h e m on th Th e or di n al en di n g s .

n d r d th — ar e n ot u se d a f t er t h e da of t h e m on t h A
, , y .

c om m a sep ar ates th e day of th e m on th fr om th e y ear No .

p eri od is use d aft er th e y ear D o n ot u n d er an y ci rcu m .

,

st an c es u s e t h e f or m
, in th e d at e of a l ett er Th e .

foll owi n g ar e ex am p l es of h eadi n g s an d d at es

W xn m m C LAR K, Pm mm ,
C API TA L s
G H . K IN G . a a mm .

Oc t ob er
 B US I N E S S COM P O S I TI ON 2 01

TH E E M ER S O N
M L I I M O RB A ND CALVE RT S T R EP T S
'‘

m 7 ”M l. m a n ) "
! 7

B A LT I M O RE Oc t ob e r 2 9

355 WA TE R STREET 35 5 WA TER S TRE ET

P O RTL A N D ORE G O N , P ORTLA ND , ORE G O N
J un e J u ne 14 ,

S UI TE 3 1 7 , H O M E I N S U RA N CE B U IL D I N G
13 7 S O U T H L A S A LL E S TRE E T
C H I CA G O I LL I N OI S
,

Ju ly 7 19 , .

S U I TE 3 1 7 , HO M E I N S URA N CE B U I LD I NG
1 3 7 SO UTH L A S A LL E S TRE E T
C H I C A G O I LL I N OI S
,

J u ly 7 1 9 , .

E XE RCI S E 1

Ar r an g e th e foll owi n g i tem s c or r e c t ly in h eadin gs an d

d ates
1 . b ll bl k b
e oc e n t on h ar b m i h ig j
or c an u ne 14 1 9 .

2 . r oom 3 15 sh a w m u t b il di g 14 1 5 d l m
u n -
o an st r eet st l ou i s m is
s ou r i
3 . 678 oa k f ran ci sco m a r 2 6 1 9
st sa n .

4 a dv er t i s i n g a ss oci a t i on of ch i ca go 12 3 w e st
. m a di son st r eet

c h i ca go j u n e 2 5 1 9 .

5 offi ce o f g r an t h am li n t h e r ook e r y s t p a n ]
.

3 . Th e A ddr ess — Th e b u si n ess

dd r ess of th e n am e an d a

p er son w r i t t en t o sh ou l d b e p l ace d at t h e b eg i n n i n g of ev ery

b u si n ess l ett er at t h e l eft an d b el ow th e d at e lin e— th e n am e
in a l in e b y i t self b egi n n i n g on th e l ett er m ar gin ; th e
,

add ress in t w o li n es b el ow e ach of t h e l i n es slig h t ly i n d en t ed

,
.

Th e b l ock for m of ar r an g em en t m ay b e u sed Th i s add r ess .

sh ould b e c orr ec t in ev ery p ar ticul ar si n c e it is id en t ic al ,

202 E SSE N TI AL S OF BUS IN E S S E NGLI SH
wi th th e dir ec t ion th at will app ear on th e en v el op e Th e .

p r op er t itle of th e p er son w r i tten t o sh ould b e used in t hi s

add r ess Th e m ost comm on ly u sed t i tl es ar e th e f oll owi n g :
.

M r. d f y m
u se b ov f t y
or an f g a d n t k
an w a e ou r een e ar s o a e n o no n

to h a ve an ot h er t i tl e .

M ess rs . th e p l u r a l of M r u s e d in a ddr ess n i g a firm of t wo or

m or e m en .

E s q f or E sq u i r e,
. f r equ en tly u se d a s a b i u s n e ss a ddr ess. I t i s p l ace d
a t er t h e f n am e . B ot h Mr . an d E sq . c an n ot b e u sed E sq . .

is l ess
f orm er ly b u t i t rem ain s in th e a ddress
u se d t h an ,

of m em b er s of t h e l e g a l p r o f e ss i on m ayor s j u st i ces of t h e , ,

p ea ce an d st a te off i ci al s ot h er t h an t h e G over n or
, .

M is s u sed f or an u n m ar r i ed w om an ; a firm of u n marr ie d w om en

w ou l d b e a ddre sse d as M iss es .

M rs u se d f or a m ar ri ed w om an an d p r efix ed t o h er h u sb an d s n am e ;
.
’

if sh e i s a w i dow it i s pr efix ed to h er Ch r i st i an n am e .

M esda m es abb r evi a t e d M mes an d u sed in a dd r essin g a firm or oth er .

g r ou p of w om en in wh i ch th er e ar e m arr i ed wom en or wi d
ow s I f Mr s H a r t an d Mrs H ayn or ar e p a rt n er s or if
M rs H ar t an d M i ss K ayn or are p art n ers —
. . .

. in ei t h er case
t h e fir m is a ddr ess e d by M me s .

H on . a bb vi t ire a on of H onor a b l e, u se d f or t h ose wh o occu py or h av e

occu p e d i i m p or t an t pu b li p osi t i on s,
c ca b int e i
off cers , sen at or s,

am b as s a dor s, m em b er s of Con g r ess an d of s t at e l egi sl atu res ,

j u dges et c ,
.

R ev . a bb r evi a t i on f or Rever en d , u s ed f or a l gym an

c er . R ev . Dr .

m ay b e u se d f or a c er l gyman wh o h as on e of th e s ch o as t c l i
d oct or ’
s de gr ees .

Dr . u se d f or a doct or of m e d i ci n e f r equ en tly f or

an d an y on e l
ho d
in g on e of th e s ch ol as t i c doct or s de gr ees ;
’
as, D oct or of

Ph il os oph y or D oct or of L aw s — LL B . You m u st

n ot b ot h r
p e fix th e i le
t t Dr . and a ffix Ph D . .
, MD . .
, et c .

P r of . a bb vi re at e d f r om P r of ess or , bl g
e on s by r igh t l y t o on e
on

l
e e ct e d or a p po n t e d i to a ce r t a n i p os i t i on in a de gr ee givi n g -

i n st i t u t i on of l ea r n i n g ; or b y cou r t esy t o on e w h o h as bec om e

a n ex pe r t or a n a u t h or i t y i n so m e b r a n ch o f l ea r n i n g I t is .

u s ed v er
y ca r e l ess ly a s a ppli ed t o a ll ki n ds an d gra des of
0 t ea ch er s .
2 04 E S SE N TI AL S OF BU S IN E S S E NGLI SH
Un i t ed Fru i t Comp any
L on g Wh a rf
B ost on, M ass .

G N E L
T EM E N

M es srs . D . 0 H ea t h
. Compa n y
2 3 1 -2 4 1 Wes t 3 9 t h S t r ee t
N ew Y or k , N . Y .

G N L
E T EM E N:

Dr . S h e lb y C . Clar k e
L ong mon t
Colorad o
D E AR S IR

H on . Wi llia m J en n i ng s B r yan
Was h i ng t on D C , . .

D E AR S IR :

P r of essor J oh n M M a n ly
.

Th e Un i v ers i ty f Ch i cag o
o

Ch i cag o, I ll .

MY D EA R SI B

E XE RCI SE 2

A r r an g e foll ow in g add r ess es c or r ec tly an d g ive t h e

th e
p r op er t i tl e an d salu t ati on :

1 H .
y H y t
en r l w y 6 7 8 O k oS t S F i Cl a a er a . an r an c sco a .

N Al x d M tie p t
an W t B tt l b
er Vt
ar n a a s or es ra e or o .

O
J
C N th F i t C m p y S h b yg Wi
or ern u rn i u re o an e o an scon s n .

B Sid
l
-
y M ill d L mb
ne C S id y N Y an u er o . ne . .

fl
S H W F l m i g d t i t C m p ll M
. . e n a en s a e o as s .

Q N ti l C b l M f t i g C Nil M i h ig
a on a a e an u ac u r n o . es c an .

fl Mi L M H ss 329 A . l Av .I di p li
err on r s en a en u e n an a o s .

b
CW lt H P g Am i a er Am b d t I t ly
. a e er c a n as sa or o a .

9 P . iv l L w ll h d f t h d p tm t f a t
er c a o e my H ea o e e ar en o s r on o ar

v d U iv ity
ar n er s .

1 0 P au l McF arl an d
. t e ach er of m ath em at i cs T ech n i cal High
S ch ool I n di an ap oli s I n d
‘
.
 B US I N E S S COM PO S I TI O N 2 05

11 . L . C . D em ar est a n d C S . . H arper p ar tn er s i n b i
u s n ess 1 1 9 Ta
c om a St . le W ash i n gt on
S e att .

1 2 Ca t e r H a r r i son m ayor of Ch i cag o

. r .

1 3 M e rr i t t W P i n ck n ey j u dg e i n t h e Cou r t of D om est i c Rel a

. .

t i on s Ch i ca g o I l l .

1 4 H u g h P H u g h es m emb e r of t h e S u p r em e Cou r t J u di ci al B u il d
. .

i n g N ew Y ork .

1 5 La n dor A B ar r et t a D oct or of P h il osop h y car e of Am er i can

. .

E xp r ess C om pan y B er li n S W G erm an y . . .

5 . Th e B ody o f th e L e t ter .
-
Thi s m u st b e disc u ssed at

l en g th ,
an d is t ak en up b el ow .

6 Th.e C om p l i m en ta r l
y C se
o — I f th e lutati on is th e sa

g r ee t i n g t h e c om p l i m e n t ar y cl os e i s t h e l eav e t a ki n g— a -
,

p h r ase of r esp ec t an d c ou r tesy fol l ow in g th e lett er p r op er

an d i m m e di at el y p r e c e di n g t h e sig n atu r e S o f ar as b us i .

n ess l ett er s g o w e ar e p r act i cally li m ite d i n p r ese n t u sag e

,

t o You rs t r u ly, V ery tr u ly y ou r s, You r s v er y tr u ly, or , in a

l ett er t o a su p er i or R esp ectfu lly you rs I n for m al an d

,
,
.

fr i en dly l ett er s u se S in cer ely you r s Cor di ally you rs etc , ,

.

Th e c om pli m en t ary cl ose sh ou ld b egi n at a p oi n t ab ou t

h alf way fr om l eft t o ri gh t Th er e sh ou ld b e n othin g el se
-
.

on th e li n e A c ap i t al l ett er is u sed f or it s first w or d an d a

.

c omm a com es af ter it ; as You rs tr u ly Very tr u ly y ou rs , ,

.

You rs e tc is n ev er t o b e t ol er ate d
,
.
, .

7 .Th e S i g n tu r e
a — I n t h e fi r st pl a c e t h e sign at u r e ,

sh ou ld b e l e gi b l e I t is n ow con ce d e d th at a w ell an d p l ai n
.

ly w r i tt en sig n at u r e is th e m ost d i fficu l t t o f or g e ; so t h e

t h eory th at an u n de ciph er abl e t an gl e is a p r ot e c t i on ag ai n st
f or g er s n o l on ger h ol ds .

Th e S ign at ur e S h oul d alw ays b e wr i tt en wi th p en an d in k ,

an d if p ossibl e b y t h e p ers on c om p osm g t h e letter I t

, , .

sh ou ld b e wr i t t en on th e li n e b el ow th e c om pl im en t ary cl os e ,

an d so pl ac e d as t o b ri n g t h e en d of th e n am e t o t h e r igh t

m ar gi n .
2 06 E SSE N TI AL S OF B US I N E S S E NGLI S H
A w om an wh o s ign s a b u si n ess l etter sh ould i n dic at e h er
i le ; as
t t ,

L U CY R . MEAD E
(
MRS H E N RY . R .
)
MRS ) L U CY
( . R MEADE
.

MI S S ) L U CY
( R MEA D E
.

Wh en th e fir m n am e is s ign e d ,
th e n am e or in it i als of
th e p erson writin g th e l etter s h ou ld be wr itt en b el ow ; as ,

Very l
t r u y you rs ,
H O LT E ATON
By H .

8 Th e D irecti on
. on th e E n v elop e — This is iden t ic al in
su b st an c e wi th ddr ess (
th e S ee ab ov e
a .Th e n am e of ,

th e p ers on sh oul d b e w r i tt en ab out m idw ay b etw een t h et op

an d b ott om of t h e e n v el op e .

I n th e li n e b el ow an d a li ttl e t o th e r igh t ( five typ ewr i t er

sp ac es ) t h e n u m b er of t h e b uildin g an d n am e of t h e st r eet ;

in t h e li n e b el ow th i s ( an oth er fiv e ty p ewr i t er sp a c es t o t h e

r igh t e n am e of t h e c i ty ; i n th e n ext l in e an d s i m il ar ly
) t
,
h
i n d en ted th e n am e of th e st at e Or it m ay b e ar r an ged in
,
.

b l ock form .

Th e p r esen t t en d en c y is t o av oid abb r evi at i on s of th e

w or ds str eet av en u e sq u ar e p ar k et c an d t o di sp en se with
, , , ,
.
,

p u n ct u ati on ex cep t th e p er i ods after abb r evi at i on s You .

will h owever see m an y di r ecti on s th at Sh ow c om m as at th e

, ,

e n d of each li n e an d a p eri od at th e en d wh eth er or n ot t h e ,

n am e of t h e st at e is abb r evi at ed .

E ver y li n e of th e di r e c t i on sh ou ld b e gi n wi th a c api t al .

“
I n t h e l ow er l eft h an d corn er m ay b e wr i tte n su ch dir ec
-

t i on s as P ri vate To B e F orwar ded A t ten tion of Mr D or st

, ,
.
,

c/c H olt do E aton I f y ou u se th e S ign c/o do n ot u se a

.

c apital 0 .
2 08 E S S EN TI ALS OF BUSIN E S S ENGLI S H
on e p ar agr aph it em This can b e don e on ly wh en th e
to an .

i tems ar e of e qu al im p or t an c e an d com pl exi ty You w ill .

h ave gath er ed fr om th e exer cises in c omp osi ti on in ters p er sed

am on g y ou r l esson s t h at y ou n ee d a n ew p ar a gr aph f or each

n ew asp e c t of a t opic Th e l etter t h at y ou w r i t e m ay h av e

.

on e i t em c on c ern i n g which you m ay h av e t o m ak e a l on g

expl an at i on This i t em y ou m ay h av e t o h an dl e in m or e
.

t h an on e p ar agr aph b oth f or th e sak e of cl earn ess an d f or

,

t h e sak e of y ou r c or r espon d en t s p at i en c e an d p ower of

’

at t en t i on whi l e th e ot h er i t em s t ak e b u t a si n gl e p ar agr aph

, .

F or i n st an c e : A c us tom er or d er s f r om y ou r h ou se t h r ee
ar t icl es two of which y ou ar e for w ar di n g i mm edi at ely ;
,

th e or d er f or t h e thi r d w as so v a gu e t h at y ou m u st ask f or
fu rth er p ar ticul ars ; you m ay t ry t o assi st b y d esc r i b in g
thi n gs y ou h av e in stock of th e sam e ki n d ; y ou sp e cify th e
det ai l s you n eed t o h av e b efor e you can fill th e or d er .

Y ou can s ee t h at th e t hi r d i t em h an d l ed in y ou r l et t er
h as t h ree asp e c t s an d sh ould h av e t h r ee sh or t p ar agr aph s
, ,

while th e oth er tw o ar e di sp osed of in on e p ar agr aph each .

L et y ou r Ou tli n e Sh ow t hi s b ef or e y ou be gi n to w r i t e .

2 I n th e reac t i on agai n st a c on ven t i on al st ilt ed styl e of

.

b u sin ess l ett er s al m ost l eg al in it s c ol or l essn ess an d r oun d

,

ab ou tn es s w e S h ow sign s of goi n g t o t h e oth er ext r em e

“ ,

Wr ite as you t alk is an in jun ct i on y ou fr e quen tly h ear

”
.

W ell th at d ep en d s— on h ow y ou t alk I f y ou t alk lik e a

, .

g arr ul ous m aiden aun t you r b u sin ess l ett ers m ay soun d
,

like t his ( an ac t u al ext r ac t fr om a so c all e d b u si n ess -

l etter )
C oricern i n g you r r em ar k t h at you l
h ar d y deem i t r igh t ll
t o Se
i zl J
w t ch -h a e , am a ca i
gi n g er ,
i ep
p p er m n i
t , a ngd W nbecau se of
t er r ee n

th e p r esen ce of al coh ol in t h em w e can on l y s ay t h at w i th ou t al coh ol

,

t h ese art i cl es wou l d b e i m p oss i b l e Jam ai ca gi n ger fin ds it s or igin al

.

sou r ce in th e r oot of a n oil y su b st an ce P epperm in t com es f r om an

.

oi l an d W i n t er gr een does al so
, O il i s n ot sol u b l e in water an d f or
.
,
 U
B S INES S COMPOS I TI ON 209

th at r ea son i t is n ecess ary to l

u se a coh o l ,
i n t h e preparat i on of p rac

t i cally all e xt racts in or der to p rodu ce t h e p r op er l i

so u t on .

Y ou w ill see f rom th e a b v

l really h as it s l e gi t im ate
o e t h at l
a coh o

u ses an d w h en a ssoci at ed w i th fl av or i n g ext r act s w i t ch h az el an d a ,

-
,
, ,

v ari ety of ot h er da il y n eed s i t i s re ally a g ood ag en cy We dou b t if

, .

i t s u se i n an y of t h e cap aci t i es n am e d h as ev er i n sp i red a t as t e f or

s t ron g dr i n k .

We t h an k you f or th e evi den ces of you r st erli n g ch aracter as ,

m an if est e d b y you r l ett er an d h op e ou r p l ea san t r el at i on s wi th you

,

w ill con t i n u e i n de fin i t ely I t i s al ways a g en u i n e i n sp i r at i on t o work

.

f or an d wi t h an yon e wh o i s s qu are w it h ev eryb ody a n d ev eryt h in g .

I f y ou talk like a gr ouchy un cl e , you r b u si n ess l ett er wi ll

so n u d lik e this
Wh y d on t you sh i p m y or der ? I f you don t wan t t o sel l t o me , I
’ ’

w ill g o el s ew h er e w i t h m y or der s, as m y m on ey i s g ood w i t h ot h er s i f

i t i sn t ’
i
w th you .

I f b y w r i t i n g as y ou t alk y ou m ean th e ad op t i on of a
si m pl e livin g v oc ab ul ary an d t h e u se of a di r e c t f or c e ful

sty e ,l in j un ct i on is a good on e B u t we m ust n ot b e

th e .

garr ul ous or r ep etit iv e or slan gy or p r ovin ci al or b r usque

, , , , ,

or v agu e in ou r b u s i n es s l et t er s .

3 We kn ow h ow ev er th at t h e r eac ti on ag ai n st a for m al
.
, , ,

dry, fix ed s ty l e In b u si n ess l ett er s is wh ol esom e Th er e .

ar e sc or es of f oss il exp r essi on th at h av e h u n g on f or g en

er at ion s in l et t er wr i t i n g an d t h at sh ould b e di sc ar d ed
-
.

Th e f oll owin g ar e some of t h em

ad vi se i n st .
, p ro x .
, u lt .

as p er sa m e (
as n ou n or r
p on ou n )
at al l i
t mes and o blig e

at h and st a te (f or s i m p l e s ay )
b eg e st eem e d i n qu i r
y
con t en t s ca r e u f lly n ot ed v a l u ed i n qu i ry
l
e n c ose d w ill fin d en c l os e d h er ew i t h
y ou
e s t ee m e d f a v or e a r li est pos s i b l e m o m en t

h an d you b y r et u r n m a il
i n du e cou r se ou r l ett e r r ece ived
y
2 10 ES S E N TI ALS OF BUSINE S S E NG LI SH

Avoid foll owin g w or ds as

th e iff f or l etter an d
‘

t oo st a

gen er ally m ean ingless : h er ewi th

'

,
h er eb y, th er eto, fu r th er
m or e, m or eov er, i n asm u c h as .

Th e foll owin g is such a l ett er as som e c orr esp on d en ts

”
assem b l e from th e jun k sh op of l an guag e -

D EAR S IR
We b eg tok n ow l edge you r e steem e d favor of t h e 3 l st u lt
ac .

We t ak e p l ea su r e i n h an di n g you h er ew i t h ou r pr i ce li st a n d di scou n t -

sh eet a s p er r equ es t a n d t ru s t you w ill fin d s a m e sa t i s f a ct ory

, .

4 . id ea th at th e p r on oun I is to b e r en oun c ed utterly

Th e
in a l et t er is a m i st ak en on e I t m u st h av e g r own ou t of t h e
.

w arn i n g ag ain st un due eg oti sm I t is qui te p r op er to us e .

thi s w or d wh en ev er it is n eed e d ei th er f or dir ectn ess or

em ph asi s ; i t m ay ev en app ear if n eed b e as t h e fi rst w or d , ,

of y ou r l et t er .

Th e us e of th e t er m s th e wri ter an d th e p r es en t wri ter

to a o v id t h e I is v ery ar t ifici al .

In a l ett er s en t ou t fr om a firm or c or p orat i on , th e sin

gul ar p r on oun sh ould n ot b e used .

Th e I t on e is ob j ec ti on ab l e as b ein g in sin c er e wh en it is
-
,

used t o in ti m ate th at a d eal er or a m an ag er or an yb ody els e

is d eeply an d p er son ally c on c er n ed in th e exp er i en c es of
a c us t om er .

I w an t you t o h a v e t h e fi r st ch a n ce at t h ese b g i
ar a n s.

Se n d you r or der d i rect to m e .

5 . I t m ay b e th at it is th e eff ort t o av oid th e us e of I t h at

h as c reat ed a fashi on of l eavin g ou t al l sub j ec ts of v er b s ; or
it m ay b e di r ec tly du e t o th e desir e f or a t el egr ap h ic b r evity
’

Wh atev er m ay b e th e expl anati on of it , it is v ery b ad ; as ,

Rece iv ed you r l et ter an d have bg e un i n vestiga t i on of m a t t er .

W ill l et you kn ow r e su l t of i n qu i r y .
2 12 E S SE NTI AL S OF BU S I NE S S E N GL I S H
1 . W h at i s th e fi rst st e p in t h e com pos i t i on of a l et ter wh i ch op en s

a c or r es p on d e n ce ?
2 . Wh at is th e fi r st th i ng
you do w h en you r e p ly t o a l etter ?
3 . D b
e s cr i e a l e t t er i n w h i ch you m a y h a v e t o giv e m or e pa r a

g r a ph s t o on e i t em t h an t o ot h er s
“
.

4 . Di s cu s s th e i n j u n ct i on W it r e as
you ta lk . I n w h at s en se

m ay w e f oll ow i t ?
5 . G iv e a li st of th e con v e n t i on a l w or ds an d h
p a ses w e
r sh ou ld
a v oi d .

6 . Di s cu s s th e t h e p r on ou a
u s e of in b i u s n es s l ett er s D oes t h e
.

me re u s e of th is k
w or d m a e a n I - e t t e r ? l Wh a t c on s t i t u t e s a n ofien
'

si ve I- l et te r ?
7 . D i scu sst h e y ou - l e t t er . D oe s t h e f r eq u en t an d p r om n en t i u se

of th e w or d y ou cr ea t e a y ou -
e t t e r l ? W h at d oe s ?
8 . G iv e th e f ou r qu a li t i e s t h at s h ou l d m ake up t h e t on e of a

l e t t er .

3 L ett ers
. cont ain n g i in cl osur es .
—
E v er y l ett er w r i t er
sh o uld b e fam ili ar w it h t h e c omm on for m s of in cl osu r e
( w r i t t en of t en en cl o su r e ) I f t h e i n cl osu r e i s a r em i tt an c e .
,

s t at e in t h e l et t er t h e ex ac t am oun t th e f or m in which i t is ,

sen t — ch eck d r aft or m on ey or d er an d h ow it is t o b e

,
—
,

appli ed so t h at y ou r l ett er m ay b e a li n k i n th e c om pl ete

,

ch ai n of t he t ran s ac t i on I n addi t i on t o thi s m en t i on of .

t h e i n cl osu r e t h e w or d I n c or I n os in c ase of m or e th an
,
.
,
.
,

on e i n c l osu r e sh ould app e ar a t t h e l ow er l eft h an d c or n er

,
-

of y our l e tt er .

D r afts ch ecks p ostal m on ey or d er s exp r ess or d er s b ill s

, , , ,

of l a din g rec ei p t s et c ,
ar e u su al ly f old e d w i t h t h e l et t er
,
.
,

s o th at th ey app e ar w h en t h e l ett er i s un fol d e d S t am p s .

s ou d b e w ap p e d n oil e d p p er
h l r i a — n ev er st uck t o t h e p ap er .

N o r em i t t an c e sh ould b e m ad e wi th ou t a l ett er t o
expl ai n it .

A p r om p t ackn owl e dg m en t of a r em it tan c e m ust b e m ad e

an d a r ec eip t or a r e c ei p t e d s t at em en t i n c l osed wh en t h e

oc casi on r eq u i r es it I n thi s ackn owl edg m en t th e am ou n t

.
 BU S I NE S S C OMP O S I TI ON 21 3

of th e r em ittan c e an d p u rp ose f or which

th e it w as desig
mat ed b y t h e sen der , sh ou ld b e m en t i on e d .

Th e foll owin g ar e ex am pl es of such l ett er s

(A ssu m e h ea di n g , ad dr es s , an d s ignat u re ; S ec . 1 0, L et t e r 2,
o r de r i n g g ood s ) .

1 . A g u u st 2 1, 19 .

G N E TL E M E N
Th is c h ec k of i s i n paym en t of my a ccou n t i
w t h you , d u e
t o da y .

Y ou r s t ru y, l
Inc .

2 .

D EAR S IB
Th a n k you f or t h e c h ec k of i n cl osed i n you r l e t t er of
A g u u st 21 . Th is l
se t t es yo ur a c cou n t i n f u ll , an d w e i n cl o s e
r e ce i pt e d st a t e m e n t .

Y ou r s very t r u y, l

foll owin g is an exam pl e of a c ar eful an d c ourt eous

Th e
ac k n owl e dgm ent I t is fr om t h e offic e of t h e Whi t e St ar
.

S t eamsh ip Com p an y .

D AR S B
E I

Th is w ill ac k n ow l edge th e r ece i pt of you r l et ter of ye s t e r day

w thi i n cl os ed ch e ck f o r wh i ch ,
we n ot e , i s to b e a pp li ed as a

d e pos i t t o s e cu r e th e r ese r va t i on of R oom 132 f or you r da u gh t er

an d B 1 i n Room 14 0 f or you r s e
er t h at t h e lf r at e .

We t h an you er 7 m u ch f or t h s de pos t a n d w a sk you n d y

k v s i i ill ki l
to s en d u s t h e u f ll
n a m e o f y ou r d a u h t e r We sh ou d e t o ca g . l lik ll
y o u r a tt e n t on i to ou r t ra v el e r s ’
ch ec ks l e t t e r s of
an d cr e di t .

You r s very t ru ly ,

E XE RCI SE 4

Wr i t e th e foll owi n g l etter s

1 . g i g
To you r r o cer , sen d n a ch ec t o b e a pp ed on you r k li a ccou n t .

2 . g k
A s f or th e r o ce r , a c n ow e d e t h e r em t t an ce l g i .

3 . To D bl ou e da y , Pa ge Co .
, G a r de n C ty,i L g on I s l an d, N . Y .
,
2 14 E S S E NT I ALS OF BU S I N E S S EN GLI S H
r en ewi n g you r su b i pt i
scr on to
“ Th e Wor l d s Wor k
’
.
”
I n cl ose post al
m on ey o r de r f or
b k f x i on U n ivers i ty
“
4 . S en d a an dr a t of t o L a S a l l e E t en s
f or a set of e igh t v ol u m es— Th e A r t of Ra il r oa d i n g
”
.

5 . S en d a r e ce i pt f or t o a cu s t om er w h o h a s p a i d h i s
a ccou n t in f u ll at you r b k oo s t or e .

6 . I nc l os e a b ill of l a di n g t o E m er E l . Tu r n er , Mi ch igan C i ty ,

I n d i a n a , f or a b ill of goods sh i p pe d
t o h i m b y you r h ou se t oday .

7 . A s f or t h e p er son s k l g
con ce r n e d, a c n ow e d e t h e r em tt an ces i n i
3 an d 4, a bv
o e.

4 F orm-l ett ers

. c orr esp on d en c e of an y b usin ess
.
-
Th e
h ouse c over s a r ath er w ell defin ed fi eld n o m att er h ow l ar g e -
,
.

E v en in a v ery c om pl ex b u sin ess lik e th at of a d ep art m en t

st or e or of a m ail or d er b u si n ess t h e divi si on i n t o d ep art
-
,

m en t s giv es e ach m an ag er a p r et ty li m i t ed r an g e of m at t er s
t o h an dl e Th e l ar g er n um b er of l et ters h an dl e d b y an y
.

giv en b usin ess c or r esp on d en t ar e so n ear ly alik e t h at t h e

s am e an sw er m ay b e sen t t o th em A ft er suffici en t Ob se r .

v at i on an aly sis an d summ ary h av e b een m ade of th e

, ,
'

c or r es p on d en c e as a wh ol e l et ter s th at will apply t o t h ese ,

st an d ar d i n qui r i es ar e c ar eful ly c om p osed des1gn ed to ,

c over th e p oin ts sur e t o ar i se .

Th ese l ett ers ar e for m l ett ers Th ey ar e fil ed an d wh en -

.
,

t h e occ asi on ar i ses th e c or r esp on d en t di r ects a st en og

,

r ap h er t o c op y such an d such a l ett er an d s en d it fil l i n g in

- -
,

th e n ec ess ary n am es an d an y oth er d at a t o giv e it sp ecific

ap p lic at i on .

O r m or e oft en still t h ese lett er s ar e r ep r od uc e d in l ar g e

,

n um b ers an d al l th e st en ogr aph er h as t o d o is t o wr i t e in

,

t h e n am e an d th e d at a if an y ar e n eed ed ,
.

Man y for m let t er s ar e p r i n t ed b y a p r oc ess th at im i tates

-

ty p ewr i t in g an d t h e n am e an d sp ecific d et ail s ar e wr i tt en

,

in b y a ty pi st t o m at ch th e b ody of t h e l et t er .

S om e c or r esp on den t s h avi n g l ear n ed th e v al u e of th e ,

p ar agraph un i t d evi se form p ar ag r aph s each d esign ed t o

,
-
,
21 6 ESSE N TI AL S OF BUS I NE S S E N GLI S H

Y ou will n otic e th at th ey soun d qui te like r eal l etters

an d ar e i n deed b etter t h an an or di n ary c or r esp on den t
, ,

c ould p oss i bly dic t ate ev ery day .

P er h ap s y ou h av e seen t h at d epl or ab l e sch em e f or savi n g

t i m e an d m on ey a d op t e d b y a ew b u si es h ouse
,
f n s s— th e
s ch em e of m er ely f ast en in g t og eth er wit h a clip c er t ai n

form p ar ag r ap h s an d sen din g th em oth er wise un c on n ect ed

- .

Th ese al so ar e outsid e th e fi eld Of E n gli sh si n c e t h er e is

, , ,

n o gr amm at ic al p r ec ed en t f or t h e wi r e clip as a c on jun c ti on .

Th e sam e l aws g ov er n th e c om p osi t i on of a f or m l ett er as -

of an y oth er l ett er or pi ec e of b u si n ess c om p osi t i on It .

sh ould di spl ay cl e arn ess eff ec t iv en ess

,
an d c ou r t esy It , .

sh ould b e ad ap t e d t o t h e p erson s t o wh om it is s en t b ei n g ,

m ad e as p er son al an d h u m an as si n c er ity p er m i ts Y ou .

w ould n ot sen d th e sam e for m t o Ch r i st oph er Nor th ,

excl u siv e g r oc er s an d wi n e m er ch an t s 1 9 5 S Michig an ,

.

Av e th at y ou w ould sen d t o G l e ason B r oth er s gr oc er i es

, ,

an d g en er al m er ch an di se Th r e e O ak s W is ,
B u t t h e t wo
,
.

l et ter s sh ou ld b e equ ally c our t eous cl ear an d eff ec tiv e Th e , ,

.

d evi sing of for m lett ers is n ow a b usin ess a p r ofessi on an d

-
, ,

an ar t An y b us in ess m an c an l ear n t o d evi se f orm l etters

.
-
.

B u t som e for m l et t er s ar e lik e p oem s— t h ey ar e w or k s of

-

i m agin at ion an d gen ius .

5 Th e t yp ewri tt en 1ett er — 1
. Th e p er s on w h o t yp e
. .

w r ites a l ett er sh ould l ear n as soon as p ossib l e t o estim at e

, ,

t h e am ou n t of m at er i al h e will h av e so as t o pl ac e it att r ac t
iv ely on th e p age All l etters ar e wr i tt en on th e sam e
.

l ett er h ead ; so n at u r ally a sh ort l ett er sh ou ld h ave m uch

-

wider m ar gin s on all si des th an a l on g on e c an h ave I t

will m ak e a m u ch m or e att r act iv e app ear an c e if it is cen “ .

”
t er e d in a c om p act for m on t h e sh eet th an if it is sp r ead
ou t in t w o or t h r ee li n es acr oss th e w h ol e sh eet Th i s .

j u dgm en t is difficult f or a ty pist wh o tak es dict ati on on

 BU S I NE S S C OMP O S I TI O N 2 17

t h e ty p ewr it er . Th e dic t at or in thi s c as e m u st w arn th e

ty p i st l en g th of h is l ett er
as to th e .

2 I f t h e l et t er i s l on g l eav e g en er ou s m ar gin s an d u se
.
, ,

a s econ d s h eet N oth in g i s so di sh ear ten in g as a p ag e p ack e d

-
.

fr om edge t o edg e w ith st on y sin g le sp ac ed t ext ; th e r ead ,

-

in g of it seem s a p h y sic al i m p ossi b i l i ty .

3 S econ d sh e et s ar e th e sam e p ap er a s t h e l ett er h ead s

.
-
,

with ou t p r in ted or en gr av ed h eadin g Th e n am e or i n i t i als .

of t h e p erson a ddr esse d ar e pl ac ed n ear t h e u p p er l eft h an d -

m ar g i n of th e secon d an d of ev ery s ub se qu en t sh eet f ol ,

l ow ed b y t e n u b e
h m r o f t e p g ;
h a e as P L M — 2 ,
.

4 N O m att er h ow l on g y ou r l et t er al w ay s l e av e a m ar gi n
.
,

of at l east on e i n c h l ef t an d r ig h t Th e l eft h an d m ar gi n
.
-

sh ou ld b e p er fe c t ly r eg u l ar th e r igh t h an d m ar gi n as r eg
,
-

ul ar as p ossib l e A ty p i st sh ou ld m aster th e r u l es of h y
.

p h e n at in g s o t h a t S h e n ee d n ev er ev ad e t h e divi s i on of a

w or d S h e w ill t h en av oid t h at j agg ed r igh t edg e th at so

.

disfigu r es a l ett er .

5 D ev el op a s en se of t h e p ar agr ap h
. I f y ou ar e com .

p osin g on a ty p ew r i ter it is n o m or e diffic u l t to p ar agr aph

,

t h an if y ou ar e w r i t i n g wi t h y ou r p en B u t a typ i st tak .

in g d ic t ati on m us t l earn t o b e q u i ck t o see with ou t b ei n g ,

t old wh en a n ew asp ect of th e l e tter i s t ak en u p so as

, ,

t o call f or a n ew p ar ag r aph .

I n b us in ess l et t er w r i t i n g y ou h av e t o r el ax a li tt l e th e
-

r ul es f or p ar ag r aphi n g an d al l ow a ty p ist t o b r e ak u p t h e
,

m at t er i n t o sm all er sec t i on s f or t h e s ak e of th e b eau ty of

t h e p ag e an d th e c on ser v at i on of th e r ead er s at t en ti on
’
,

an d ey esigh t B u t th ese b r eak s m u st n ot b e qu i t e ar b i

.

t r ar y An ex p er t ty p i st d ev el op s a sen s e f or th ese divi si on s

. .

6 A r r an g e so as n ot t o b egi n a p ar ag r ap h at t h e b ott om
.

of a p ag e u n l ess y ou h av e r oom f or at l e as t t h r e e l i n es .

Man ag e so th at y ou will n ot h av e a sin gl e li n e or a f ew

w or d s to c ar ry ov er t o a n ew p age .
2 18 E S S E NTI AL S OF BU S I NE S S E N GLI SH

7 . Th e p en in g sen t en c e of a l et ter sh ould b e in den ted

o

fiv e sp ac es f r om th e m ar gi n E v ery p ar agr aph sh ould

.

h av e p reci sely th e sam e in d en t i on .

8 As lit tl e er asin g as p oss i b l e sh ou ld b e d on e ; on e l ett er

.

sh ould n ev er b e wr i tt en ov er an oth er .

9 Q uoted m atter l ooks w ell i n d en t ed fr om b ot h sid es

. .

1 0 L ist s sh ould b e in d en t ed an d t ab ul at ed
. .

11 At th e b ottom of th e l ett er at t h e l eft m ar gin sh ou ld

.

b e pl ac ed th e in i t i al s of th e p erson di ct at i n g th e l et t er an d
th e i n i ti al s of th e sten ogr aph er ; as PL M — HC .

1 2 B el ow t h ese in i ti al s sh ould b e w r it t en I n c if on e
. .

in cl osur e is to b e m ade ; if m or e th an on e wr it e I n cs wi th ,
.

h
t e n um b e r o f i n cl os ures i n dic at e d ; as I n ca — 2 ,
.

1 3 Mis tak es in sp ellin g ar e un p ar d on ab l e

. An y ty pi st .

can m ast er th e li st of w or ds u sed in a giv en b us in ess .

14 Ty p ewr i tin g is a kin d of p r in t i n g an d ev ery ty pi st will

.
,

l earn m uch b y studyin g th e d et ails of a w ell p r in t e d p ag e -

.

6 L et t ers o appli cat on

. f i — Th e l ett er of applic at i on is
th e m st i m p or t an t d ocum en t t h at a y oun g p er son in b u si
g
n ess will h av e t o wr it e H e mus t r e gar d it as h is op p or
.

t un ity t o b r i n g hi m self t o th e n otic e of b us in ess m en He .

sh ould b e willi n g t o t ak e an y am oun t of p ain s t o m ak e h is

l etter r ep r esen t h is b est self an d secu r e th e att en t i on an d

,
'

i n ter est of t h e r ead er Th e foll ow in g for m id ab l e looki n g

.
-

list c on tain s th e sim pl e D o s an d D on t s of th e l et ter of

’ ’ ’

applic at i on

1 Use pl ai n whi t e un rul ed p ap er full siz e sh eet s wr i t

.
, , ,
-
,

in g on on e sid e on ly . Use en v el op es t o fit .

2 B e su r e t h at p ap er an d en v el op es ar e cl ean
. S en d n o .

letter with er asur es or b lots .

3 Typ ewrite y ou r l etter if p ossib l e

.
,
D o n ot of cou r se .
, ,

ty p ewr i te y our sign at ur e If advi sab l e sen d a sp eci m en of

.
,

y our h an d wr i t in g as an i n cl osur e .
22 0 E S S ENTI LS OF A BUSI NES S E N GLI S H
sal ary — t h at is m ean i n gl ess ; l bj ec t ne ver say sa ar y n o o
— th at is un b u si n ess l ike an d p r ob ab ly i n si n c ere Con sider
-
.
,

w h en y ou n am e a s al ary y ou r ab ility an d exp er i en c e an d ,

t h e s al ar i es p aid in y ou r l oc ali ty .

Th e foll owi n g ar e ex am pl es of l etter s of applic at i on

14 38 WES T MADI S ON S TREET

CH I CAGO , I LL .

Ap il
r 21 ,
X 467 Tri b u n e
Ch ica g o
D E AR S IR
'
l d lik e ly ii v i
I sh ou
“ to f or t h e p os t on of fii ce b oy ad ert se d
-
app o

b y you i n t o day T ib ”
f
I am ou r t een year s liv e w i th m y
’
s r u n e. ol d an d

p a r en t s at th e num b given
er a b ove . I f
r e er you t o Mr J u li an H . .

L wie s, 96 W est Ran dol ph S t re et . I i n cl ose a cop y of a l ett e r

f r om h im .

Y ou rs l
t ru y,
ROB ERT P ATT ERS ON

6 3 04 U N IVERS Y A VEN U E IT

C H I CAG O , I LL .

S ep t em b er 14 , 1 9 .

H 9 1 1 H er ald
Ch ic ag o
D E AR S IR :
Th is is i n an swer t o you r v i
a d e r t sem en t i n t h i s m or n i n g ’
s H era ld .

I am a gr a du ate of High S ch oo l a n d of B i u s n ess

Co ll eg e ,
wh er e I h ad a i ce
cou r se in offi ce p r act .

I n th i s coll eg e t h e con di t i on s of a b u s i n ess offi ce a r e du p li

c at e d as n ear l as p ossi b l e S o w h il e I h a v e h a d n o ex p er i en ce I
y .
, ,

can wr i t e a b u s i n ess l et t er corr e ct l y a r ra n g e d cap i t aliz e d sp ell e d an d

, , , ,

p u n ct u ate d ; fil e a l et t er ; fin d a l et t er a l e a dy fil e d ; u se t h e m i m eo r

g rap h or oth er du pli cat i n g devi ces ; m ake ou t b ill s an d st atem en ts ;

-

a n d m e et c all er s I kn ow t h e n atu r e a n d u se of dr a f t s ch eck s

.
, ,

r ec e i p t s i n v oi ces st atem en t s et c
, , , .

I am tw en t y f ou r year s of a g e an d liv e at h om e
-
.

I sh ou l d b e gl a d t o call at you r office a t your con v en i en ce .

Y ou rs t ru ly ,

(MI S S ) L UCY R MEADE .

 B US I N E S S COMPOSITI ON

1 32 9 ARS NA L E S TREET
IN D I AN APO LI S ,
IND .

J an u ary 14 , 19 .

Messrs H olt J .
:
E at on
214 Wes t M on roe S treet
Ch ica g o, Hi .

I h ave l earn ed Willi am A G or don wh om

g
t h r ou h m y f ri en d , Mr . .
,

y o u kn ow t h a t ,y o u a r e l ooki n g f or a n a s s i st an t b ookk e ep e r I sh ou l d .

like t o b e con s i der e d a can di dat e f or th e pl ace .

I a m a g i a du at e of th e S ch ool of Comm er ce of t h e U n iv er s i ty
of Wi scon s in For t w o ye ar s I h av e b een assi st an t b ookk eep er f or
.

S h or t all S t u r gi s 1 2 5 P en n sylv an i a S tr eet I n di an ap oli s

,
I h av e ,
.

t h e i r p er m i ssi on t o r e f e r t o t h em I am al so at li b er t y t o re f er you
.

t o P r of essor F r eder i ck Cl ark e of t h e U n iv ers i t y of Wi scon si n wh o

, ,

can S p eak of m y w ork a s a st u de n t .

I am t wen ty f ou r year s of ag e an d u n m ar r i ed
-
.

A ssu r i n g you t h at i f I am ch osen I sh all en deavor to make ,

m y work sat i s f actory I am ,

Very t ru l y you rs ,

C HARL E S W G AL E .

7 . foll owin g is a suggest ion f or a l etter applyin g

Th e to
a w ell kn own h ouse f or a p osit i on n ot advert ised :
-

3 87 NORTH FI E LD AVE .

P I TTS B UR G , P A .

J an u ary 14 , 1 9 .

Mr . J oh n Wa nama k er
P h ila d elp h ia, P a .

D E AR S IR ’

I am a s t en o gr aph er
i mpr ove m y p osit i on I am
an d wan t t o .

w ri t i n g t o you b ecau se I f ee l t h at m y se rvi ces w ou l d b e v al u ab l e i n

y ou r h ou se I h av e t
. h e f oll ow i n g q u a lifi ca t i ons :

1 Rap i dit y an d a ccu r acy i n taki n g n ot es an d in t yp i n g

. I .

h av e a r ecor d of 1 1 0 wor ds .

2 K n owl e dg e of th e r e qu i r em en t s of th e p osi t i on in a
”
.

l ar ge ofii ce ‘
.

3 E n t h u s i asm f or my w or k an d a des i r e t o give com p l et e

.

sa t i s f act i on .

My p rep arat i on an d experi en ce con si st of ( a ssu m e det a ils ) .

222 ES S ENTIAL S OF BUS I NE S S ENGLI SH

I i n cl ose cop es i of l ett er s of r eco mm en dat i on an d th e n am es

of f
r e er en ces .
.

I f you h a e a a can cy v v at p r esen t

,
I d es i re to app ly f or i t . If
n ot , w you filill
e m y ap p li i
cat on f or f u t u re u se ?
V ery t ru l y you r s ,

(
MI S S ) MARY A . L OG AN

I f y ou ar e en g ag e d f or a p osi t i on of t r u st , esp ecially if

‘

m on ey is t o b e h an dl ed , you m ay b e r e qui r ed t o giv e se

cu r ity . Y ou m ay g et t w o p r op er ty own er s t o act as b on ds
m en ; or y ou m ay a ppl y t o a b on d an d r e f er en c e associ ati on , ”

which aft er i n v estig at i n g you r ab ility h on esty h ab its et c , , ,

.
,

will act as ybu r b on d sm an .

8 Th e f oll owi n g r ep r esen ts st ill an oth er t yp e of l et t er o f

.

applic at i on

(A m h di g d dd )
ssu e ea n an a r ess .

G N L M N
E T E E :

I ha ve l ear n e d t h at y ou ar e pl an n i n g a l arg e exten si on of you r

b i
u s n e ss in t h e L i A
at n m er-
i can cou n t r i es . I sh ou l d lik e t o s erv e you

i n t h at e xt en si on .

I h av e h a d t en ye ar s exp er i en ce a s a sal esm an in S ou th ’

m er i A
can cou n t r i es
J
G
(
ive det ail s ) I h ave a t h or ou gh sp eaki n g an d wr i t
. .

mg kn owl e dg e of S p an i sh .

I a m t h i r t y t w o y e a r s of a g e a n d m a r r i e d
-
.

I sh all b e gl a d t o m ak e k n own t h e r eason f or my des i re f or a

ch an g e of p os i t i on I c an giv e t h or ou gh l y s at i s f a ct or y r e f er en ces
.

an d b on d if n ecess ary
,
I sh ou l d ap p r eci a te t h e f av or of an in t ervi ew
. .

Y ou rs Very t ru ly ,

H E NRY RAN S OM

E XE RCI S E 5

U si n g y ou r own a dd r ess as h eadin g , an sw er th e foll owin g

a dv er t i sem en ts

1 . B OY —OFF I CE B RI G H T , ,
E N E RG E TI C ,
1 5 T O 1 8,
by B oar d of T ra de fir m ; p er m an en t an d v
a d an ce

m en t to r igh t p ar t y . A n sw er f u ll y ,
givi n g te le
h
p on e, ag e, an d e du ca t i on . A dd r ess 0 W 4 30,
0 Tr ibune .
22 4 E S S ENTI ALS OF B U SINESS EN GLI SH
w ill be ou t of l
em p oym en t in f ew days ; exp i n en gi
a .

n eer n i g ,
ific
ar ch , s c en t
. i an d t ech d i ct at i on ; w ill a ccept
-

$ 2 0 p er week u n t il w ork h as dem on st r at e d cap a b ilit i es

wor th y of m ore r emu n er a t on i . A dd r e ss K 1 72,

Tr i b un e .

2 . SIT UA TI O N WA N TE D—Y OU N G MA N N OGS TE

r a p h er or pivate secret ary
r , e xp er i en ce d 24 H S
, ,
. .

g radu at e ,
kn owl edg e G erm an ,
F r en ch an d S p an i sh ;
,

A 1 r e f er en ces A ddress L . 5 01 , Tr ib un e .

NOTE — Th e i n stru ct or sh ou l d su b st i t u t e f or t h ese exer ci ses or a dd ,

t o t h em oth ers accor din g t o t h e n ee ds an d e xp er i e n ce s of h i s cl ass

, ,
.

H e sh ou l d give ev ery m em b er of t h e cl ass a cl assifi ed a dv e r t i sem en t

t o an swer a dap t e d t o t h e st u den t s exp er i en ce an d exp ect at i on s
,
’
.

7 . Lett ers of r ecomm endat on i — Th ese ar e of tw o kin d s

—p erson al g en er al A p erson al l etter of r ecomm en da
an d .

t i on is add r esse d to s om e fir m or i n dividu al t o wh om t h e

wr iter is c omm en din g a c an did at e f or a sp eci fic p os it i on .

Thi s is m ost oft en w r i tt en di r e c t ly t o th e fir m or p er son

add r ess ed .

A gen er al l etter of r ec om m en d at i on is r eally a t esti m on i al ;

“
it op en s wi th th e ph r as e To w h om it m ay c on c er n
”
Th i s .

kin d of l etter is given t o th e can did at e him self t o b e u sed

as h e sees fit ; h e k eep s t h e ori gi n al an d sen ds a cop y wi t h

h is applic at i on ; t hi s Cop y sh ou ld alw ays b e fr esh an d cl ean ,

”
an d sh ould b e m ar k e d Cop y .

Th e p er son al l ett er is of c ou r se m or e e ff e c t iv e b u t al so
, , ,

m or e di fficul t t o w r i t e I t sh ou l d b e ask e d f or wi th gr eat

.

m od e ty an d r ec eive d wi t h r eal app r eci ati on

s .

Th e l etter of r ec om m en da t i on sh ou l d m ean all t h at i t say s .

Un d u e p r ai se h u r t s ev er y b od y c on c er n ed O f c ou r se if .
,

on e c on sen t s t o r e c omm en d an applic an t h e m u st m en t i on ,

th e good an d affir m at iv e p oi n t s .

Th e f oll owi n g i s a gen er al l ett er of r ec om m en d ati on

 U
B S INE S S COMPOS I TI ON 225

96 WE S T RAN D OL P H S T .

CH I CAG O, I LL .

To Wh om It May Con cer n

I hav e kn own t h e b earer Rob ert P at terson f or sever al year s an d
, ,

a m w ell a cq u a i n t e d w i t h h i s p ar en t s I h av e ev e ry r ea son t o con

.

s i der h im a you n g m an of ab ili t y of h on or ab l e p r i n ci pl es

,
an d of ,

g ood h ab i ts I h ave n o h esit an cy in recomm en din g h im f or offi ce

.

w ork . You rs t ru l y ,

JU LI AN H L EW I S .

Th e foll owi n g is a p erson al lett er of r ecom m en d ati on

9 67 WI N TH ROP AVE .

MAD I S ON WI S , .

J an . 14 , 1 9 .

M essrs H ol t J E a t on
.
:

2 1 4 W M on r oe . S t re et
Ch i ca g o, I ll .

G N
E T EM EL N
I n r ep l y t o you r r e qu est f or in f orm at i on con cer n i n g Mr Ch arl es .

W G al e wh o is app l yi n g f or t h e posi t i on of assi st an t b ookk eeper in

.
,

y ou r b u s in e s s I h a v e n o
,
h es i t a n cy i n r ecom m e n d i n g h i m m ost c or

di ally f or t h i s p os i t i on A s a st u den t i n m y cl asses h e w as e ag er

.
,

c on sci e n t i ou s an d effi ci en t
,
Y ou w ill m ak e n o m i st ak e i n e n g agi n g
.

Y ou rs v er y t ru y, l
F R D ERI CK CLARKE
E

8 . i
L et t er s i of ntrodu ct on — Th e se
ar e u se d t o i n t r oduc e

tw o of y ou r acqu ain t an c es t o e ach oth er Th ese l ett er s .

sh ould n ot b e ask e d f or or giv en c ar el essly b e c au se ev ery ,

b ody feel s t h at t h ey c ar r y b u si n ess an d soci al ob ligat i on s .

A letter of i n tr od u c t i on sh ou ld b e sh or t st ati n g th e r eason ,

f or t h e in t r odu c ti on Th e b u si n ess l et t er of i n t r od u c t i on
.

i s l eft un se al e d an d giv en t o th e p er son i n tr oduc e d Th e .

w or ds I n tr odu ci n g Mr ar e w r i tt en i n th e l ow er l eft
.

h an d c or n er of th e en vel op e .
22 6 A
E S S E NTI LS OF B S I NES S E NG LI S H U
Th e foll owin g is an e x ampl e of a l etter of i n trodu ct ion
A ss
( um e h ea din g, ign at u r e )
a ddress, l
sa u t at on , i .
an d s .

Th i s w ill in t r odu ce t o you my f r i en d Mr W il li am H oyt wh o i s ,

.
,

vi si t i n g you r city w i th a Vi ew t o g oin g i n t o b u sin e ss t h er e .

H e i s a w i de aw ak e s ou n d b u si n ess m an an d w ill b e an access i on

-
,

t o an y com m u n i ty an d an y b u s i n ess A n y at t en t i on t h at you m ay .

sh ow h im w ill b e app reci at e d b y h im a n d w ill b e a p e r s on al f av or

,

to me .

S i n cer el y you r s ,

E XE RCI S E 6

Wr it e t h e foll owin g g en er al l etter s of r ec omm en d ati on

or i n t r oduc t i on as y ou t hi n k b est
,

1 F . J h E dw d wh i j t g d t d f m
or o n ar mm e i l
s, o s us ra ua e ro a co rc a

h igh h l d wh w i h t b gi i
sc oo an b k o s es o e n n a an .

2 F . M Ch l
or Wi t h p y
r. b kk p wh f f mily
a r es n ro , ou r oo ee er, o or a

r eason s i m vi g t B t
s o n o os on .

3 F . Mi or L y R M d ss xp t fii
uc i t t wh i
. ea e, an e er o
‘
ce as s s an , o s

l ooki n g f or a l a r g er op en n i g i n S an Fr an c i s co .

4 . F or Miss Mary AL og an , w h o h as h a d t w o year s in

. a c om

mercial h igh sch oo l , an d wh o w i sh es t o e gi n a s a typ i st b .

9 . L ett ers of uiry i nq fi r st pl ac e b ean d r epl y .

-
I n th e ,

s u r e t h at it is r eally n e c essa ry
t o m ak e t h e i n qui r y D o al l .

in y ou r p ow er t o fin d ou t f or y ou r self w h at y ou w an t t o
kn ow Wh en y ou wr it e a l et t er of i n qui ry g o str aigh t t o
.
,

y ou r p oi n t G ive cl ear an d full d et ail as t o th e t hin g y ou

.

w an t t o kn ow I f you r i n qu i ry h as sev er al i tems or d et ail s

.
,

op en t h em ou t an d ar r an ge t h em in or d er s o t h at t h ey m ay ,

b e quickl y gr asp ed A n i n qui ry p r eli m i n ary t o a p ossi b l e

.

pur ch as e n eeds n o ap ology an d n o r etur n p ost ag e .

Th e r eply t o a l etter of i n qui ry sh ou ld t ak e up in d et ail

t h e i t em s of t h e i n qu i ry an d an swer t h e qu esti on s di r e c t ly
an d sp ecific ally Th e f oll ow i n g l ett er s ar e off er e d as g O
. od
{

e x am pl es of th e d et ail ed l et t er of i n qui r y an d th e sp ecific

r eply
2 28 E S S E N TI AL S OF BUS I N E S S E N GLI S H
Cer t ai nl ett er s of i n qui ry ar e c on fiden ti al as ki n g f or in ,

form ati on c on c ern i n g t h e c r edit or st an din g of a fir m or

i n di vidu al Th e w r i t erof such a lett er sh ou ld r egar d h im
.

s elf as aski n g a f av or an d sh ould sh ow a c ou rt eous r eali z a,

t i on of t hi s fac t an d sh ou ld sen d r etu r n p ost ag e

,
.

Th e r eply t o such a l et t er sh ould m ak e n o s t at em en t th at

can n ot b e just ifi e d an d sh ou ld c ar efully di st i n gu i sh b e
,

t ween Op in ion an d f act I f t h e r ep or t is un f av or ab l e n o

i
.
,

n am es sh ou ld b e m en t i on ed an d n o det ail s given t h at w ould

iden tify th e p er son s r ep or t ed on t o any p er son oth er th an ,

t h e c or r esp on d en t N o on e b u t an exp er i en c ed p er son

.

sh ould un d er t ak e th e r eply in such a c ase .

E XERCI S E 7

Us i n g y ou r own a dd r ess wr it e t h e foll ow i n g l ett ers

,

1 . To S ear s, Roe b k
uc Co , Ch . i cag o ,
as ki n g t h em t o sen d you

th e i r gen eral m a il -
or der l g
ca t a o u e .

2 . To th e B oar d of Tra de of Mar sh all t own , I ow a, as ki n g f or

pu b li i con cer n i n g th e b u s i n e ss ch an c es i n t h a t c i t y
ca t on s an d re ,

qu est i n g Sp ecific i n f orm at i on as t o op en i n g a b ook st or e t h ere -

.

3 To t h e D et r oi t B l a u g a s Com p an y 1 1 7 W e st H u r on S t r eet
.
, ,

D etr oi t con cern i n g t h e equ ipp in g of a su mm er cotta ge w i th th ei r

,

g as f or cooki n g an d ligh t in g .

4 T o th e N at i on al S u i t Com p an y N e w Y ork aski n g f or cat a

.
, ,

l ogu e an d sampl es S pecif y car e f u lly wh at ki n d of g oods you

.

w an t .

5 . To Mar sh all F i ld e Co , Ch i ca g o,
. as ki n g t h em t o sen d
you
sam p e s of l m ate r i al f or cu r t a n s i f or fiv e r oom s . G iv e su ch de scr ip

ti on as w ill l
h e p t h em t o ch oos e th e s am p e s l i n t elligen tly . Ask f or
su gg est i on s .

6T o S p au d n
. l i g Co .
,
Ch i c ag o ,
as ki n g in f orm at i on in detail
con cer n n i g l
s eep in g b ag s -
.

7 . i n e B oat Com pan y 87 N o S t ate S treet Ch i cag o f or

T o Ra c , .
, ,

in f orm at i on con ce n i n g t h e i r can oes i n qu i r i n g if it is p oss ib l e t o pu t

r
,

a g a soli n e m ot or i n t o cer ta i n of t h ei r ca n oes A sk f or su ggest i on s

'

as t o' t h e m ot or .
 BU S IN E S S COMPO S I TI ON 229

8 . T o O rr L k oc e t t , Ch i cag o, as ki n g f or l g cat a o u e an d i
p ce
r

li st of w ork b en ch es -
an d t ool s f or a wood workin g
-
r oom in a

g ram ma r sch ool .

9 . x i U iv i
To th e l aw dep art m en t of L a S all e E t e n s on n er s ty, i n

q u i ri n g wh et h er or n ot a m an s est at e i s
’
ali b l g
e f or dam a es f or

li b el ev en t h ou gh t h e li b el w as n ot m ade pu b li c u n t il a f ter t h e
,

man s deat h
’
P r esen t t h e f a ct s an d a sk f or i n f or m at i on
. .

1 0 To t h e F i r st N at i on al B a n k of Rockf or d I l l
. f or i n f orm a , .
,

t i on a s t o t h e ch ar a cter an d fi n an ci al st an di n g of E 0 Hil t on of . .
,

Rockf or d .

1 1 T o t h e W estern E l ect r i c Com p an y f or i n f orm at i on as t o

.
,

th ei r i n te r com m u n i cat i n g t el ep h on es f or you r offi ce b u il din g

-
.

1 2 T o t h e G u m L u m b e r M an u f a ctu r i n g A s soci at i on aski n g f or

.
,

sam p l es of t h e i r w ood fin i sh e d an d f or i n f orm at i on as t o i t s q u ali

, ,

t i es a s an in t er i or t r i m f or a b an k b u il di n g .

1 3 T o Th e D ell s I n n Kil b ou rn Wi sc on s i n a skin g t erm s f or a

.
, , ,

p a rt y of five f or a st ay o f s ix days .

14 . To Wh i t e S t ar S t e am sh i p Li n e, N ew Y k i q ii g
or ,
n u r n as to
te r m s, i —fir st an d secon d cl ass — an d sailin g s in Ju ly
accomm odat on s ,

f r om B ost on t o L iverp ool ; a par ty of f our .

1 5 T o a fl ori st a ski n g f or p r i ces on tw o s tyl es of de cor at i on of a

.
,

r oom f or a cl ass su p p er or a b a n q u e t f or wh i ch
you a r e ch ai rm an of
t h e com m i tt ee on decor at i on G iv e specificat i on s f or two styl es .

on e i n exp en siv e on e m or e costl y A sk f or su ggest i on s f rom h im

,
. .

E XER CI SE 8
Reply to t h e foll ow in g l ett ers
HARRI N G TO N , WI S CON S I N
May 3 0, 19

!C
.

M essrs . B u t l er, Ward c o .

R us h S tr ee t B ridg e
Chicag o
G N L
E T EM E N
P l ease sen d me you r l
cat a og ue of g as -
l
am p s. I am esp ec a i lly in
t e r e st e d i n a drop -
ligh t .

Y ou r s l
t r u y,
A L LE N ROB ERTS O N
S ay you a r e s en d i n g ca t a l ogu e ; m en t i on t h e p ages on w h i ch h e
w ill fin d d r op ligh t s ; poi n t ou t a ligh t t h a t
-
w ill su i t a li b r a ry a n d
on e f or livi n g r oom ; ca ll a t t en t i on
a to a spec i a l ligh t f or a
d i n i n g r oom -
E x pr es s h ope t h at h e w ill
.
pu r ch a se .
2 30 E S S E NTI AL S OF . BUS INE S S E N GLI SH
2 . A
( ssu m e h ea di n g)
.

N a t io nal S u i t Comp an y
N ew YOrk .

G L
EN T E M E N
Kin dly sen d me s am p es of l g oods f or a su it .

Y ou r s t ru ly ,

( I s s ) MARY
M A . LOGAN
A sk cou rt eou s ly give det ails as t o th e kin d of su it sh e
t h at sh e

n —
w a t s st eet o d
r r r es s
; t h e ki n d o f f a b r i c— li n en w oo l s ilk ; t h e , ,

c ol or ap r oxi m at e p r i ce su gg est t h at sh e m ig h t u se t wo su i t s —a
; p ;
s ilk an d a wool E xp r ess desi r e t o p l ease h er
. .

3 As f r om Mar sh all F i el d 85 Co
. wr i t e a r epl y t o t h e l et t er
.
,

c all e d f or u n d r 5 E x e r c i se 6
e ,
.

4 A s f r om t h e fl or i st w r i t e a r ep l y t o t h e l et t er c all e d f or u n der
.
,
.

1 5 E xe r ci se 6
,
Mak e a t t r act iv e su gg est i on s f or a t h i r d styl e of
.

decor at i on n ot qu i t e so e xp en s ive as th e secon d su gg est e d b y t h e

,

i n qu i ry .

5 A s f r om t h e Raci n e B oat Com p an y r ep l y t o t h e l ett e r c all e d

.
,

f or u n der 7 E x er ci se 6 ,
Y ou a re you r selv es p r ep ar e d t o f u rni sh
.

a p or ta b l e m ot or su i t a b l e f or cer t a i n t yp e s of ca n oe s G ive det ail s . .

I n vi te f ur t h er i n qu i r y an d vi s i t t o s al e s r oom
,
-
.

N OTE —Th e i n stru ct or sh ou l d var y t h ese pr act i ce exe ci ses t o su i t

. r

t h e n eeds of h is cl ass an d a dd t o t h em if h e fin ds i t de s i r ab l e
, .

10 L e
.t t ers o r d e r i n g g oo d s — I n l e t t er s o r d er i
. n g g o o d s

y ou m u st b e cl ear , ex ac t , an d c omplete ; t h e fol l ow in g a r e

som e of t h e D o s an d D on t s th at will h elp y ou t o t h at en d :
’ ’ ’

1 . G ive ul ated
a t ab list of th e t hin gs you
w an t —th at is ,

p u t e a ch i t em on a se p ar at e li n e .

2 I f you ar e sen di n g a sm all or d er it m ay b e w ri t ten in

.
,

y o u r l e t t e r I f i t
. is l ar g e w r i t e i t on a se p ar at
,
e s h eet .

3 Wh en or d er i n g f r om a c at al ogu e u se th e b l an ks f u r
.
,

n ish e d f or or d ers Foll ow c ar efu lly t h e di r ec t i on s giv en i n

.

al l c at al ogu es ; giv e t h e c at al ogu e n u m be r f or e ac h i t em .

4 Q. uan ti ty, q ua l i ty, s ize,

col or ,
s tyle or sh ap e or b r an d,
p r ice— t h ese i p ort an t thin gs t o sp ecify I f f ab r i cs
ar e th e m .

ar e or d er e d secu re an d sen d s am pl es
,
.

5 G iv e full shippi n g di r ec ti on s if p ossi b le— at l east say

.

wh ethe r th e goods ar e to b e sen t b y p ar c el p ost exp r ess or , ,

2 32 E SSE N TI AL S OF B US I N E S S E N GLI S H
k n owl edgm en t h uld exp r ess pl eas ur e ; r efer to th e or der
s o

b y d at e an d m en t i on an y sp eci al c on di t i on s or i n st r uc t i on s
,

it c on t ai n ed ; say wh en t h e or d er will b e shipp e d or was

shipp e d ; p er h ap s giv e a sug g es t i on f or a fu r th er or d er
;
ackn ow l e d g e an y r em i t t an c e m ad e givi n g d et ai ls .
,

1 A ckn owle d gi n g th e fi rst or d er abov e

.

(A m h di
ssu g dd e ead ig t e )
n ,
a r ess
, an s n a ur .

D AR M D A M
E A :

A pt cce th k f y ou r d f M
an h 1 5 i l i g xp
s or ou r or er o ar c
,
n c os n e r ess

m on ey or de r f or
Th e g oods hav e b e en sh i pped t oday b y p arcel p ost as you d i r ect e d,
an d w e t r u st they w ill p r ov e s a t i s f a ct or
y .

Very t ru ly you rs ,

I nc .

Th e in cl osure might b e a cir cul ar an n oun cin g a sal e of

si l k s t ocki n g s or som e ot h er ar t i cl e at t ract iv e t o l adi es

,
.

2 A ck n owl edgi n g th e sec on d or d er ab ove

. .

( A ssu m e h ea di n g, a ddr ess, an d s ign atu re ) .

D EAR S IR :
Y ou r or de r of J lyu 15 cam e th is m or n i n g . We are p u tt n g i it
t h r ou h g as a r u sh or der , an d it w ill be sh i pp e d t om or r ow . Y ou m ay
dep en d on it t h at n ot on ly th e fl ou r b u t t h e wh o le or der w ill
r ea ch

you f or S at u r d ay . We i n cl ose i nv oi ce . Th e g oods w ill be sh ipp ed

by M i ch ig an Cen t ral , as you r e u est q .

Y ou w ill p r o a l y b e i b b n t e r e st e d i n t h e i l pri ce li st of can n e d

sp e c a

f ru its t h at w e are i n cl os i n g . We sh ou l d b e very m u ch pl eased t o

b k
oo you r or de r f or t h em .

V er y l
t ru y you r s,
I n es 2 .

E XE RCI SE 9
U si n g y ou r own n am e an d ad d r ess an d ch oos i n g t h e b usi
n ess h ou ses f or y ou rs elf, w r i t e t h e foll ow i n g or d ers

1 . Al g ar e Cr eX ru g an d t wo r ee d ch a r s i f or you r p or ch .

2 . Tw en ty wor k - b e n ch es f or a w ood-wor ki gn r oom f or th e s ixt h

g ra de . .
 BUS IN E S S COM PO S I TI ON 2 33

-
3 . On May 15, a t on of c oa l .

On D e ce m b er 15, a t on of coa l .

4 . Tw en t y i l
ar t c es l
se e ct ed f r om a m a il or der catal og u e -
.

5 . A li gr ocer i es of
st of t welv e i t em s f r om a wh ol es al e h ou s e
f or
you r s t or e in a sm a ll t own
‘

6 T i ck et s f or f ou r p er son s on t h e W h it e S t a r s t e am er
. A r ab i c ,

B ost on t o L iverp ool Ju n e 1 6 ,

.

7 S ix au t om ob il e sp ec i al t i es f or you r F or d a u t om ob il e
. .

8 T w o doz en du stl ess ch alk er a se s f or y ou r sch ool r oom

. r -
.

9 A li st of gr ocer i es f or y ou r cam p i n t h e w oods w h er e you a re

.
,

t o sp en d a m on t h w i t h t wo f r i en ds .

E XER CI S E 1 0

A ckn owledge in g ood f orm th e or d er s of th e l etter s

c alle d f or in E x er cise 8 .

N OTE —A s i n p r e ou s e vi x e r ci se s ,
th e i n stru ct or m ay a dd or su b

st it u t e or der s i
wh ch s u t h i s i n ee ds .

1 1 Let t er s
. i
ask i n g f an d l etters gr an t ng av ors — Th ose
as ki n g f avor s sh ould b e ch ar a c t e r iz e d b y di r e c t n ess an d

fra n k n ess S tat e your r e qu est in th e b egi n n in g of y ou r

.

l ett er an d gi v e wh at ev er expl an at i on s will j u st ify it S uch .

l ett er s sh oul d n ot b e t oo humb le an d apol ogetic ( if you

r e all y f ee l t r ou b l esom e or u n w orth y d on t d ar e t o ask t h e
’
,

favor ) b u t Sh ou ld b e gr ate fu l an d ap p r eci ative in t on e

,
.

Th e foll ow i n g ar e ex am pl es of l et ter s as ki n g f avor s or sp e

ci al c on sid er at i on

1 . 5 7 2 8 U N V RS Y A V NU I E IT E E,

CH I CA G O , I LL .
,

J lyu 14,
M essrs . B eech j B eck P u b lis h e rs
( , ,

4 1 B eacon S q ua r e,
B os t on , Mas s .

G N
E T EM E LN
I sh ou l d lik e you r p er m i ssi on t o u se i n _a t ext b ook I a m p r e -

i g r h igh s ch ool s tu den t s a s m odel s of p ar a g r a ph st r u ct u r e

“
p a r n f o -
,
a ,
”
f ew p a ssa g es f r om P i n ch ot s S oci al Cont r ol I sh all b e h appy
’
.
2 34 E S SE N TI AL S OF B US I N E S S E NGLI S H
to give du e cr e dit . I l d like t o con gr atu l ate Vou on pu b lishi n g
sh ou

so w i se an d h el p f u l a b ook .

Very t ru ly you r s ,

E D WARD O WARREN .

2 . A ssu m e
( th e sam e h ea di n g a ddress an d s ign atu re as in 1
, , ,

abv ) o e .

G N L M N
E T E E

I l d lik e you r p erm i ssi on t o rep r odu ce as a p am ph l et i n a

sh ou

t e r X of
P i n ch ot s S oci al Co t r ol
n
’ ” “
s er i e s I am i ssu i n g on p u b li c qu e s t i on s f or u se i n m y cl a sses Ch ap

I sh ou l d of cou r se m ak e due .
,

, ,
,

a ck n owl e dgm en t .

You rs very t rul y ,

3 . A ssum e
( h ea d in g , a ddr ess, an d s ign atu re ) .

G N E L
T EM E N:
Th e wh i t e (F 1 4 4 ) t h at I or dered f rom_you Ap r il
m u sli n dr ess
1 5 h a s r ea ch e d m e b u t p ov e s t o b e t oo sm all f o m y dau g h t e
,
r f or r r,

w h om I o de ed i t I d i d n ot r e aliz e w h en I o de e d i t t h at sh e h a d
'

r r . r r

g ow n a g ea t de a l r ecen t ly I sh ou l d like t o ex ch an ge i t f or t h e
r r .

s am e t h i n g in a l ar g er s ize .

Y ou rs t ru ly ,

Th e ply t o such l etters sh ould b e cour teou s an d as con

,
re :

s id er at e as p oss i b l e I f t h e f avor s ar e t o b e g r an t e d l et it
.
,

b e d on e as cor di ally an d as gen er ou sly as i s c on si st en t wi t h

t h e p oli cy an d i n t er est of th e p eopl e y ou r ep r esen t .

Th e f oll owin g ar e r epli es to t h e l ett er s given ab ove

(A m h d i
ssug dd e d
ea sig tn i ,
h a e ) r ess, an n a u re n ea c cas .

1 .

D E AR S IR
Y l et t er qu est i n g p erm issi on t o u se a f ew p as
’

M ar ch
“
ou r of 1 6, re

s a g e s f om P i n ch ot s
r S o ci a l C o n t r ol ’
h a s b e en du l y con s i de r e d , .

If_ y ou w ill giv e t h e u su a l c r e di t t o b ook au t h or an d p u b li sh er , , ,

e i th er i n you r p r e f ace or i n y ou r i n t r odu ct i on w e w ill m ost cor di a ll y ,

g an t th e p er m i ssi on you a sk
r .

Very t ru ly yours ,
23 6 A
ESS ENTI LS OF B SI NES S ENGLI SH U
MI S TER S ALL I E HO US E S AN PRI S CO .

D ear F r en : I g ot th e V alv a wh i ch i b y f rom y ou a l r i t e b u t wh y

f or g od ’
s sa e k you d oan s en m e n o h an dl e . w at t h e u se t h e v alv a
w h en sh e doan h av e no h an d le . I l oose
t o my cu stom er su r et in g ,

you doan t r eet m e r i t e, i s m y m on ey n ot so g ood t o you as t h e ot h a

f ll
e a I wat e t en
. days an d m y cu st om er h e h oll a f or t h e v alv a .

you n o h e i s h ot su m m er a n d t h e w in h e no b l w th
o e w ee]y ou d oan
.

m e t h e h an del p ret ty
s en d qu eck I sen h er b k a
ac n d I or der s om e

valva f rom k rain e Co . G ood b y

YOUR F RE N .

i
s n ce I r i te th e se i fin d th e h an d le in t h e b ox . E x cu se t o m e .

Th er e v ery f ew cust om er s so v er satile as this ch armi n g

ar e

I t ali an c orr esp on d en t ( wh o f r om t h e p ost sc r ip t m ay b e

judged t o h ave a d rop of I ri sh b l ood in h is v ei n s ) wh o m ak es
an d adju sts h is ow n c om pl ai n t in th e sam e l ett er .

Th e followi n g sugge st i on s ar e t o b e b orn e in m i n d wh en

w r it in g l etter s of c om pl ain t an d adj u stm en t
1 Your c om pl ai n t m u st of c ours e b e j u stly g roun de d
.
, , .

I t m us t b e c ou rt eou sly an d c al m ly m ad e an d supp or ted b y ,

d etailed f ac ts f or which y ou h ave p roof or evid en c e You ar e .

alw ays ab su r d wh en you l ose y ou r t em p er— in w r i t in g ,

d oub ly so Sh ow th e same c our tesy th at you exp ect t o

.

r ec e iv e .

2 A l et t er of com plai n t wh eth er it b e j ust or u n just

.
, ,

m u st b e p r om p tly ackn owl edge d Thi s p r om p tn ess is a l on g .

s tep t ow ar d adju stm en t .

3 A fr an k ackn ow l edg m en t of fault if th e f aul t is

.
,

y ou r s g oes f ar in a l etter as it d oes an y wh er e t o c r eat e a

, , ,

b etter feeli n g .

4 They say it is always good b us i n ess t o b e n ot onl y f ai r

.
,

b u t as gen er ou s as p oss i b l e in all ow i n g any cl ai m s a cu s

t om er m ay m ak e A t an y r at e t hi s m ak es a m uch pl easa n ter
.

l etter t o wr it e .

5 As a m att er of effec t iv en ess p u t y our c on cess i on to

.
,

y o u r cu st om er fir s t i n you r l et t er P u t y ou r r e fu sal to .
 U
B S I N E S S COMPOS I TI ON

c on c ede in th e b ody of you r l etter wh ere it will b e as ,

un ob t ru sive as p ossib le .

A djust m en t s ar e as a m atter of fac t n ot matt ers of E n g

, ,

lish b u t m atters of b usin es s p oli cy Th ey ar e gen er ally

, .
,

in an y l ar g e b usin ess t urn ed ov er t o an exp er i en c ed de

,

p ar tm en t m an ag er .

E XERCI SE 1 2

Wr i t e th e foll owin g lett ers

1 . To War d B thro m ki g
er s, a n a l i
com p a n t t h at ou t of an or de r

se n t t h em f or a cr eam sep a r at or , a r a n ge an d a h ot -wat er h eat er ,

g as ,

on ly two of th e i l
ve r each e d you
a rt c e s ha .

2 Th e r epl y t o t h i s exp r e ssi n g r eg r et an d exp l a in i n g t h at t h e

.
,

ot h er a r t i cl e h a d t o b e s e n t f r om t h e f a ct or i n o t h e r c it
y a n y .

3 To t h e N or t h e r n F u r n i t u r e Com pa n y S h eb oyg a n Wi s con s i n

.
, , ,

t h a t ow i n g t o t h e i r del ay i n s h i pp i n g a n e x pen s iv e s i deb oa r d you ,

l ost t h e sa l e a s you r cu st om e r r e fu sed t o w a i t

, .

4 A s f or t h e N or t h e r n F u r n i t u r e Com pa n y w r i t e t w o r epli e s t o
.
,

t h i s l et t er —on e t o a cu st om e r w h ose b u s i n e ss i s in E au C l a i r e Wi s ,

c on s i n on e t o a cu s t om e r w h os e b u s i n ess i s i n H ou st on
, Te x a s , .

13 L ett ers
. r eq u est in g p y
a m ent — Th e fi r st l et t er t o th e

p son
e r w es y ou is a m er e c ol orl ess n ot e sen t in c our se
wh o o

of b u si n ess as c ou r t eous as p ossi b l e

,
an d assu m i n g as a ,

m att er of c our se th at th e failur e t o p ay wi th out r em i n d er

,

is an ov er sigh t ; as ,

D EA R SIR
Th e i n cl osed s t a t e m en t of you r a c c o u n t w ill S h ow t h at a b l
a a n ce

of $ 1 3 5 w a s du e on t h e t en th of t h e m on t h .

Th e b ill r e n de r e d on th e fi r st of t h e m on t h w a s dou t bl es s v er
o

l ooked b y you .

Y ou rs t ru l y,

Th e c d l etterse on m ay b e m or e e mph at ic in th e h op e of

b ei n g m ore effec tiv e .

2 38 A
E S S ENTI LS OF BUSINESS EN LI SH G
D EAR S IR
Tw o w ee ks ag o we wr ot e you con cern n i g a b l a an ce of $ 1 3 5 du e
u s on a ccou n t . I t i s n ow on l g ver du e an d we h ave h ear d
o , n oth n i g
f r om you . P l ease give t h i s m att er im m edi at e att en t i on .

Y our s tru ly ,

If a t hi r d l et ter is c
n e essary , it is or di n ari ly a s ign th at
you can n ot r et ai n d elin qu en t as a cu stom er in an y
th e
c as e ,
so y ou will p r ob ab ly wr i te with gr eat fir m n ess ; as ,

D EAR S IR :
S i n ce you h av e p ai d n o a tt en t i on t o Ou r t wo l ett ers con cern i n g
y ou r ov e r du e am ou n t , w e a r e f or ce d t o eli eve t h at t h e del ay i s de b
li b erate We m u st i n si st t h at th i s accou n t b e sett l ed b y t h e 2 5 th of
.

t h i s m on t h I f th i s i s n ot d on e w e w i l l dr aw on you ; an d if you
.
,

h av e n ot r em i tt e d i n t h e m ean t i m e p l ease a rr an g e t o h on or ou r ,

dr a f t .

Y ou r s tru ly ,

h av e fin ally t o pl ac e th e acc ou n t in th e h an ds of a
I f y ou
l awy er or a c oll ec ti n g agen cy y ou w ould p r ob ab ly w ri te ,

D EAR S R I

M h t uc g t w h v bo ou r f red t pl re
,y e t a e e en or ce o ac e ou r accou n

o f $ 13 5 i th h d fn tt ey M an Ch l H yt 4 1 7 U i ty
s o ou r a or n e ,
r. ar e s o ,
n

B il di g Ch i g Y w ill h f m h im t
u n ,
ca o. ou e ar ro a on ce .

Y t ly ou r s ru ,

A ft er th e c i on r each es this st age it p asses com

tr an sa t ,

p l et el y ou t o f t h e fi eld of E n glish .

Man y b usi n ess h ouses u se l on ger ser i es of c oll ec ti on l et

te r s— m an y of th e l ett er s c on t ai n i n g ar gum en t an d exp os
t ul at ion an d p er su asi on — th e efior t b ein g di r ec te d t ow ar d
c ollect i n g th e m on ey an d keepin g th e cu st om er Th ese let .

t er s sh oul d b e th e w or k of an exp ert w r i t er an d b u sin ess

m an .

Of c ou r se if you ar e th e cu stom er y ou can p r ob ab ly t ell

,

b e for eh an d w h en y ou wi ll n ot b e ab l e t o m eet y our acc oun—ts .

Y ou sh ou ld t h en t ak e t i m e b y t h e f or el ock and ask f or an ,

ext en si on of t i m e .
 E SS E NTI AL S OF BU S I N E S S E N GL I S H

2 I t must expl ai n sh ow the g oods un fold th e pl an pr o

.
, , ,

d u ce in t er est an d c on vi ction .

3 I t m ust p er su ade ap p eal sti r th e em ot i on s an d aw ak en

.
, ,

a d es i r e f or th e t h in g p r esen t e d .

4 I t m u st st ar t th e hu m an m otor —
. create ac t i on s ecu r e r
,

r esu l t s .

I f y ou will r evi ew at t hi s p oi n t Mah i n g a S p eech ( Ch ap t er

I X B ) y ou will ag ain see t h at th e p r oc esses of c om p osit i on
, ,

a r e p r ac t ic al ly t h e s am e as f or a s al es l et t er -
.

A Sal es l etter sent in r ep ly t o an i n qui ry h as a gr eat

-

a dv an t ag e b ec ause it can b u ild u p on an i n t er est al r eady

‘
,

aw ak en ed B u t n o W i d e aw ak e c or r esp on d en t w i l l r ely en
.

t ir ely on t h i s in t er est A t ar dy r ep ly or a col d an tiqu at ed

.
,

form l etter wi th out r el ev an cy i s c er tain death t o a b uddin g

-
,

inter est .

S u p p ose y our em pl oy er is pu sh in g a m oder n art i stic

d r op ligh t An in qu i r er h as seen th e fir m s adv ert i sem en t
-
.
’
,

an d f r om th e cu t b eli ev es th at it w ould b e sui t ab l e f or

h is den S u pp ose wh en h e w r i t es t o ask ab ou t it y our

’
.

cl er k fills an en v el op e wi th ol d cold form l etters th at ,

-

di sc ourse on el ectr ic fixtur es in g en er al an d in cl oses tes ,

t im on i al s fr om b an k s an d off ice b u ildi n gs an d railw ay

s t at i on s t h at h av e i n s t all e d y ou r fixtu r es— ju st p ossi b ly

h e in cl oses a r ep r i n t of th e adv er ti sem en t y ou r i n qui r er

h as al r eady s een S u ch a m ec h an ic al i r r el ev an t p r oc ess
.
,

t h r ot t l es y ou r cu st om er s i n t er est in it s c r ad l e If he
’
.

b u y s a lamp f or h is den h e b uy s i t fr om an oth er h ouse , .

A sal es l et t er t h at h as t o awak en in t er es t m u st fi rs t of
'

‘
e -
,

all g et ev er y t hi n g i t c an ou t of th e fi r s t i m p ress i on
~ Th e .

—
,

l tter as a p ic tu e sh ould e t c iv good p ap er cl ean

e r
‘

b a t r a t e ,

t yp e pl eas an t s p aci n g ; t h e n ot e st r uck in t h e op eni n g

’

p a r a g r a ph m u st pl ea s e or i n t e r est .

1 Th e op en in g p ar ag r ap h of a sal es l etter is ev en m or e
'

-
.

im pp r t an t th an th e op en i n g sec ti on of a sp eech ; a s p eak er

 BU SI NE S S COMPO SI TI ON 24 1

h as t hi s dv an tagea of h s au di en ce
i — th ey
c an n ot b olt wh en ‘

t h ey see from h is op en i n g sent en c es t h at d eadly b or ed om

sta r es t h em in t h e fac e ; an d a sp eak er if h e c an k eep on , ,

m ay r e cov er h is gr oun d B u t t h e w aste b ask et y awn s

.
-

t em p t in gly n ear f or th e le tt er t h at op en s c old ly or st u p idly .

A t t h e sam e t i m e i t is t ru e t h at a b it of m er e cl ap trap -

or i n sin cer i ty t o cat c h at t en t i on is n ot d esi r ab l e .

I f t hi s l ett er sold an y thin g it w as in spi t e of its

Op en in g

D EA R SIR
In li a n ce w i th you r req u es t of r e cen t dat e we ar e sen di n g
c om p

ou ou r l a t e st g e n e r a l ca t a l ogu e i n asm u ch a s w e do n ot k n ow w h i ch
y ,

de p a r t m en t ca t a l o gu e you w i s h We a l so h av e m a ny speci a l Cat a

.

l ogn es f or d i ff er en t ki n ds of goods On r equ est w e s h a ll b e gl ad t o

,
.
,

s e n d a n y on e of t h e se a l so .

You r s t ruly ,

Yet its c oldn ess is l m ost

a as invit in g as th e ob v ioII s

tr i ckin ess of thi s

D E AR S IR
W h a t Y OU a m ou n t t o i n t h i s w or l d D EPE ND S W H O LLY UPO N YOUR
S ELF W h at you do w i t h you r TI M E de t er m in es
. a b so lu t e ly w h a t y ou

ar e .

i
T me is ou r g r e a t es t h er i t ag e ; an d w e w as t e i t , unm nd u i f l Of its
val u e a n d sm a ll s u pp ly.

Th e l an guid xt op en in g sen t en c e w ould

"

n ot e of th e ne

in fec t an y r eader H e w ould sc ar c ely b e ab l e t o d r op th e

.

l etter in to th e w ast e b ask et -

.

D EA R S I R
Will ke glance over t h e i n clos ed cir
'

m om en t ti m e t o
’
ta
'
a s
y ou
c u l ar a n d con s i de r w h et h e r t h e si t u a t i on t h ere i n se t f ort h i s t rue of

y ou r i n st i tu t i on ?
 42 E S SE NTI AL S OF BUS I NE S S E NGL I S H

Wh at is wr on g with thi s op en in g ?
a) A c or r esp on d en t sh ould n ot ask f or m om en t i t me
’
a s .

He h oul d assu m e th at h e is p resen t in g a matter

s t o aw ak en
ab sor b i n g in t er est .

b) H e sh oul d n ot suggest a g lan ce H e sh ou ld as su m e .

t h at h is ci r c ul ar will b e r ead in d et ail Th ese t w o p h r ases .

hy p n ot ize th e r ead er in to in diff er en c e .

c) Thi s sen ten c e sh oul d say wh at t h e ci r cul a r i s ab ou t ;

thi s is wh at a b u sy m an w an ts t o see fi rst .

d) Th e si tu ation is a c old g en er ality .

e) Th er einset for th is a for m alism .

f) Y ou r i ns t i tu ti on l ack s th e hu m a n t ouch ; i t is r at h er

a b l oodl ess t hi n g t o c all a m a n s b el ov ed b u si n ess —

’
h is
s ch ool h , ,
r e —
is c oll eg e hi s d ea ly b el ov d job y ou r i ns ti tu tion .

g) I n cid en t all y t h er e i s a b i t of sh ak y g r a m m ar in it ,

s in c e wh eth er is l eft b er e f t of i ts t w in b r ot h er or .

B u t i ts chi ef f aul t as an op en i n g p ar ag r ap h is its l ack

of c ol or or w ar m th or h u m an app eal an d it s ext r em ely
‘

, , ,

hum ble cl aim f or i tself .

A sal es l etter sh oul d r em ai n a l etter an d n ot b ec om e a

-

m er e adv er ti sem en t Th e Op en i n g of thi s l ett er f or

.
,

e x am pl e r eal ly b el on gs in an adv er ti sem en t

,

“
DEA R S I R
It sa ves seven per cen t .

So sa i d Mr Joh n H S a mu el s
. .
, a m an u f a ct u r er o f B i m i gh
r n am ,

Al a .

Thi s is foll ow ed b y a l on g which h Ow n ar r at iv e— m att er ,

ev er efiectiv e in a pu b lic adv er ti sem en t d oes n ot b el on g in ,

a l etter of an y ki n d To p r ef ac e it wi t h a D ear S i r d oes n ot

.

t urn it in to a l et ter .

2 Th e u r gen cy t o ac ti on wi th which y our sal es l ett er

.
-

cl oses sh ould b e sin c er e I f y ou h av e sen t ou t th e sam e

.

letter six m on ths b efor e an d h av e at t h at tim e assur ed y ou r

,

h op ed f or cust om er in a v oi ce quiv eri n g with em ot i on th at

-

y ou h av e on ly t en sets of thi s in disp en sab l e b ook l eft

 44 E S S E N TI AL S OF B US IN E S S E NG LI SH
groc ery t o dist an t town s ; it is m or e th an w asteful t o sen d
an n ounc em en ts Of sp r i n g styl es t o chu r ch si ster h oods B u t .

y ou w oul d sen d y ou r b ar g ai n sal e ann oun cemen t t o most -

of t h e h ousek eep er s i n y ou r own town an d y ou w oul d sen d ,

y o u r le t te r c on c e r n i n g fin e li n en an d em b r oid ery m ater i als

t o th e S i sters .

Your sal es l et t ers to sell fil in g devices t o l awy ers an d

- '
-

b us in ess m an ager s sh ould b e sh or t an d cr i sp wi t h p oi nted '

p ar ag raph s an d i sol at ed se n t en ces to c at ch th e eye at a ~

gl an c e n ever n eedin g a sec on d p age

, .

You r sal es l et ters t o s ell fert iliz ers or pl ows or n u rsery

-

stock m ay b e l on g di s c u r siv e c oll oq u i al an d g ossip y de

, , , ,

si g n e d to giv e a l on g wi n t er ev en i n g s r eadi n g b y t h e l amp

’
-

h
T e s al e s-
l etter is l v t o t h e g ood s it is tr y in g t o sell
,
r e e an t .

I t k eep s wi thi n it s fi eld an d u ses t h e m at er i al it fi n ds t h er e .

I f it is sellin g l an d in Fl orid a it d oesn t u se i m ag es of sn ow

’
,

capp e d moun tai n s and c old tr ou t str eams ; i f it is selli n g

l an d in Main e i t d oesn t p r ais e p al m t r ees an d c or al i sl an ds
’
.
,

A ll its ar gu m en t an d p ersu asi on b ear in min d th ese g oods .

Th e foll owi n g is sub m i tt ed as a good ty pic al sal es l et ter :

J ly u 1 0, 1 9 .

Y ou ar e , of c ou r se , pe r f l y aw are of th e f act
ect t h at t h e P ike
F i h i s C mp
s er e o an y is t he ol de st an d l a rg est con cern of it s kin d in
th U it d S t t
e n e a es .

Ch oct aw Mark et, l ocat ed at 186 N orth S t at e S t r eet (

n ear L ak e
S t reet ) , i s th e fin est r et a il fish mark et in Ch i ca g o , an d i s t h e on y l
ret a il st ore of th e P ike F i sh er i e s Comp an y . H er e we v
h a e a m ost l
v
e eryt h n i g conce iv ab l e in fish an d s ea f oods .

Wi th Ch i cag o a di s t r i b ut i g
n c enter of th e P ke i Fi sh e ri es Com
n
p y
a
,
we h av e a d vgr eat
a n t a g e i n b
a e i n g a b l e t o se l ect t h e ch oi cest

f
o a l l v ari et ies of fi sh a n d s e a f oo d s i m m e di a t el y u p o n th e i r ar r i va l .

F s
re h w at er fis h f r om t h e I n l an d L a k e s a n d R iv e r s b y ex p r e ss r e a ch

H ali b u t an d S al m
, ,

Ch i cag o ov er n igh t . on c om e di r e ct f r om t h e Coa st

in ref r ig er at or car s b y expre ss ; f reSh Cod an d H a ddock f r om Glou ces »

t er , Lo b f r om Ma ine Oyst ers f r om Con n ecti cu t Cr ab s f r om
st er s , , “

Maryl an d F r og L eg s f r om L ou i si an a All a r e on me at Ch oct aw

,
.

Mark et as qu i ckly as e xp ress servi ce can deliver t h em a n d i n t h e fi n es t ,

p o s s i b l e c on di t i on .

O u r sh el ves ar e st ocke d w i th t h e fin est can n e d S al m on p u t u p a s

'

w ell as ot h e r ca nn e d fis h sh r i m p s cl am j u i ce e t cet e r a an d ou r c ool

, , , ,
'
cell a rs w i t h S al t Mack er el H er r i n g Co dfish an d t h e lik e
,
We r ece i v e
, , .

sm ok ed Wh i t efi sh S al m on S tu r g eon T r ou t an d oth er fish dail y

, , , ,

f r esh f r om ou r Ch i ca g o sm oke h ou ses .

N ow th i s lit t l e di sser t at i on i s j u st t o acqu ai n t you w it h ou r f acili

t i es . Ou r ob j ect i n sen d in g you t h i s l et te r i s t o en ab l e you t o av ail
r s elf of t h e opp or t u n i t y t o r ch a s t h es a et izi n g r d ct s f
y o u
p u e e pp p o u o

O cean La k e an d Riv er
, , .

We h ave au t om db il e delivery servi ce daily t o b oth N or th an d

S ou t h s i des Th ese au to de liv er i es st art nor t h at
, a m ; an d .

s ou t h at p In A t eleph on e call f rom you will receive care f u l

»
. .

a t t en t i on a n d w e w ill deliv e r you r or de r r om tl y

, p p .

All peopl e en j oy fish th e year rou n d wh en th ey kn ow i t i s f resh , .

We are qui te su r e t ha t you do an d t h at if you w ill f av or u s wi th a ,

t r i al or der you wil l b ec om e one of ou r m an y r e gu l ar cus t om ers .

PI K E
’
s CH O CT Aw MARK ET,
F H . . P O N D Man ager, ,

1 86 No . S t at e S t r
eet ,

S E Tel . Ran dol ph 6 9 84 .

H er e ar e som e of th e r e ason s wh y we m ust c all this a

g ood l ett er :

) I t is wr itten in v er y good E n gli sh

a .

b ) I t m akes its app e al c on si st en t ly t o t h e pub lic it h as

sel e c t e d— h ou sekeep ers of a r ather p rosp er ous cl ass .

a ) It IS re e l van t to th e season . It ofier s fish wh en every

b od y c r av es fis h — wh en it is t oo h ot t o eat m eat .

d) I t em p h asiz es t h e c ooln ess an d f r esh n ess of its good s .

e ) I t n am es t em p t i n g v ar i et i es an d su ggest s har m on i ou s

f) It ‘

il
sh ow s
y y ou c an se c u rh ow
e t h eeas
se g ood s ev en ,

s ugg est i n g t h e h ou r of d eliv ery .

t ac t fully su gge st s a fi rst or d er an d iaiteS you to

'
'

b e c om e a r egu l ar cu stom er .
24 6 E S S E N TI AL S OF BU SIN E S S E NGLI S H
. Th e foll owin g is a p oor Sal es l etter -

DEAR S I R
We ar e in r ece ip t of you r r e cen t in qu i ry regar din g ou r P eer l ess
P or ch S creen . We
ke p l easu re in
ta f or war din g you u n der
sep ar at e ,

cov er ,
on e of ou r b ookl et s sh ow i n g t h e scr e en i n u s e u n der v a r i ou s
,

con di t i on s an d en cl ose h e r ew i t h ot h er li t e r at u r e p er t a i n in g t h e r et o
, .

We are r ep resen t e d in you r terr i tory b y t h e Mu sk eg on Ten t 85

Awn in g Comp an y Mu skeg on Mi ch ig an an d h ave asked t h em t o
, , ,

t ak e u p w i t h you t h e m att e r of you r scr een r e qu i r em en t s .

We h Ope very m u ch you w il l deci de t o giv e t h e P eerl ess P or ch

S cr een a t ri al as we ar e su r e you w ill fin d i t t h e m ost con v en i en t an d
,

at t ract iv e t ype of s cr een you h av e ev er m a de .

You rs v ery tr u ly ,

p r ep ar ed t o c ri ticiz e this f or y ourself—t h e c old

Y ou ar e

form al sty le ; th e p r esen ce of t h ose d r eary stick ers of

'
“ ”
,

sty l e r e cen t in q u i r y en clos ed h er ewi th, li ter a tu r e p e r tain

, ,

ing th ere to; a ty p ogr aphic al er r or in th e w or d m ad e th at

m ak es n on sen se of th e sen t en c e I n ci den t ally t h e Mu sk egon .
,

Ten t A wn i n g Com p an y did n ot t ak e it up .

1 5 Foll ow up l ett ers —B ef or e w e w ri te some sal es

.
-

l ett er s of ou r own we m ust discuss t h ei r sequel s which ar e

, ,

kn own as foll ow u p l etters Th ese ar e th e m ost diffic u lt of

-
.

all b u si n ess l e tt er s Th ey sh ou ld b e arr an ge d in a se r i es

.
,

p r oducin g a cum ul ative effect in ar gum en t in p er su asi on , ,

an d in u r g en c y I f y ou st ar t wi th a sal es l et ter st r on g
.
-

en ough t o p r oduc e r esu l t s it is very di ffic ul t t o r ai se it t o

,

th e f our th or fift h p ow er of str en gt h Thi s is wh y so m an y .

form lett ers ab an d on ar g um en t an d t ake t o sc oldin g or

-

s c r eam i n g .

Th ere seem s to b e a p r ac tic al a gr eemen t th at n ot mor e

th an fou r f oll ow u p l ett er s sh ould b e used m aki n g fiv e in
-
,

th e ser i es Th e wh ol e ser i e s sh ould m ain t ai n a t on e of

.

resp e c t an d of self r esp e c t n o m at t e r h ow u r gen t t h ey m ay

“
-

b e c om e An y on e wh o h as ever in th e c ap acity of p r os
.
-

r ice re c eiv ed a s er i es of t h ese l et t ers kn ow s w h y t h e L atin

24 8 E SSE N TI AL S OF BUS I N E S S E NGLI S H
Ju n e 9 , 1 9 .

D E AR S IR
At t h i s t im e t h e yea r you r p an o n ee ds at ten t on, an d t h e
of i i
b est is n on e t oo ood g A i
fin e i n str u m en t i s so de cat e a p ece of
. li
m e ch an i l
x g l
sm t h at on y an e p er t i s comp et en t t o t u n e an d re u at e i t

A s you kn ow t h er e a re t h ree p arts t o p i an o work—r eg u l a t i on of

.

t h e a ct i on ; v oi cin g or t on e r eg u l at i n g ; an d t u n i n g
,
I f an y of t h ese .

i s n egl ecte d t h e lif e of you r p i an o is n ot t ru ly r en ew ed an d t h e

, , ,

w ear an d t e ar of g en era l u se i s m ore t ellin g on i ts l ast i n g q u ali t i es .

We m ak e a speci al ty of ou r Tun in g D epart men t Th e m en wh o .

a r e at you r di sp osal a re t ru l y exp ert s .

We serv e as pr om pt ly as we do efli cien tly Ou r ch ar ge i n cl u di n g

al l ou r exp e rt c are is wh i ch i n su r es t o you
, S ervi ce t o t h e
.

“ ,

“
”
Poi n t of S at i sf act i on .

S ig n an d return th e i n c l ose d car d We kn ow Crown Q u ali ty .

WorM an sh ip will pl ease you

” .

Very t ru ly you rs ,

DE AR S IR
Recen t l y w e wrot e you, an d m an y ot h er s in you r l ocali ty, in r e
g ar d t o you r p i an o t u n i n g . We ha ve rece iv e d so m an y re li es t h a t
p
we are w ar r an t e d i n i g
xp ert t u n ers t o t ake car e
s en d n on e of ou r e

of t h i s n ew b u s i n ess We wan t you r p at ron ag e an d you r t r i al or der

w ill p r ov e t e v l e of
h a u C r
.

own Q u a
“
li ty W o k
r m an s ip
h ”
,

Th i s exp ert w orkm an sh i p w ill m ean mu ch t o th e l ast i n g qu ali t i es

of you r i n st r u m en t

deg en erat e in t o a “
G ive you r p i an o n o care f or a year an d i t w ill
.

r att l e b ox
”
G ive t h e same i n stru m en t excell en t
-
.
,

r e gu l ar car e an d i t w ill b ecom e a sou r ce of j o an d h arm ony in you r

, y
h om e lif e .

S i n ce ou r t u n i n g dep ar tm en t i s esp eci all y b u sy at t h i s t i me it ,

w ill g r eat l y f acilit at e m at ter s an d sav e ex t r a t ri ps i f al l or ders

, ,

com e pr om p t l y an d di re ct l y t o t h i s office Y ou r prom ptn ess I n th i s .

m att er will assi st u s in givi n g you servi ce t o t h e p oi n t of s atisf ac

t i on.

Very t ru ly you rs ,

EXERCIS E 1 3
Wri te th e l etter s an d p art s of l etter s as i n dic ated b el ow
1 Wr i te th e fi r st an d l ast paragr aph s of a l et ter des ign ed t o sel l
. .

an el ect r i c t oaster .
 BU S I N ES S CO M PO S I TI O N 249

Write th e fi rst an d l ast p ar a grap h s of a l etter se lli n g a ch ck en

'

i
incu b at or .

3 W r i t e t h e op en i n g an d cl osi n g p ar a g r aph s of a l ett er desig n e d

.

t o sell a l ot i n a su b u r b b u il di n g u p w i t h b u n g al ows .

4 Wr i t e a ser i es of t w o l et t er s t o s ell a cr eam sep ar at or

.
-
.

5 W r i t e a sal es l et ter an n ou n ci n g a s al e of hou seh ol d lin en

.
-
.

6 , W r i t e a sa l es l e t t er a n n ou n ci n g t h e op en i n g of a dep ar tm en t of
-

h ouseh ol d u t ili t ie s i n a de p ar t m en t st or e .

7 Y ou r b u t ch er h as j u st m ov e d i n t o a l a rg er sh op
. Wr i te a .

sal es l et t er f or h im
-
.

8 A f r u i t f ar m er w ou l d lik e an a dv an ce or der f or h i s b er r i es
. .

Wr i t e a sal es l et t er f or h im
-
.

9 W r i t e a ser i es of t h r ee l ett er s t o sell l ot s in a su m m er r esor t

. .

1 0 Wr i t e a ser i es of th r ee l et t ers t o sell a cou r se of s tu dy in a

. .

cor r esp on den ce sch ool ,

1 1 W r i t e a se r i e s of th r ee l et te r s t o sell a set of b ook s f or ch il

.

dr en con t a in i n g w ell k n own st or i es b i og r ap h i es an d p oem s

'

-
, , , .

1 2 Y ou r g r ocer h as j u st r ece iv e d a n ew su p p l y of can n e d v eg et a

.

b l es Wr i te h is sal es l ett er
.
-
.

1 3 U n der dat e of J u n e 1 wr i t e a l et t e r t o sell S ilv er w a r e

. .

1 4 Wr i te a f orm l ett er t o b e sen t t o ev e ry on e askin g f or a j ew

.
-

e l er s cat al og u e
’
.

1 5 W r i te a f orm l et t er t o b e Sen t b y a fir e i n su r an ce com p an y t o

.
- -

f a rm er s livi n g i n a n eigh b orh ood wh ere a b arn h a s j u st b een st ru ck

,

b y ligh t n i n g .

NOTE —Th e i n st ru ct or sh ou l d v ary t h i s exerci se accor din g t o t h e

n ee ds an d i n te r e st s of h i s cla ss . .

B . M I SCE LL AN E OU S P RAC TI CAL DOCU M E N TS

1 . Tel egrams — A ll m es s a ges

c ab l e an d s en t b y w ir e or

all wi r el ess m essa g es n ee d t o b e v ery c ar e f u l ly w or d ed For .

t h e s ak e of ec on om y t h ey m u st b e m ad e as b r i e f as p os si b l e ; .

y e t t h e y m u st n ot b e s o b r i e f as t o b e ob sc u r e or m i sl e adi n g .

Th ey m u st n ot d ep en d u pon p u n ctu at i on f or c l ear n ess f or ,

,

a p u n ct u at i on m ark m u st b e p aid f or a s a w or d F igu r es .

,

i n it i al s sur n am es n am es of t own s stat es an d coun t r i es

, , , , ,

and a l l abb revi ati on s of W eigh t s an d m easur es ar e each .

c ou n t e d as on e w or d d eci m al p oi n t s an d pu n c t u at i on m ar k s

ar e c oun t ed as w or d s .
2 50 E S SE N TI AL S OF B USIN E S S E N GLI S H
I n day t el egr ams t en w or ds ar e sen t at a fix e d r at e, ac
cor di n g t o di st an c e ; addi t i on al w or ds ar e ch ar g e d f or at a

fix ed r at e b y th e w or d
ight l etters fifty wor ds are
. In n

s en t at th e sam e r ate an d w or ds ov er fif ty ar e ch ar g e d f or
,

at a fix ed r at e b y t h e w or d A n igh t l et t er is a m essag e sen t

.

at n igh t wh en t h e wi r es an d Op er at ors ar e n ot so b u sy It .

m ay b e h an de d in at t h e offic e at an y t i m e b u t it is se n t at ,

n igh t an d d eliv er e d at its d est i n at i on th e n ext m or n i n g .

I n t el egr am s on l y t h e w or ds of t h e m ess age ar e c ou n te d

an d ch ar ge d f or I n c ab l egr ams th e n am e add ress d at e
.
, , ,

an d sign atu r e ar e c ou n t e d an d ch ar g ed f or .

Th e exp ens e of sen di n g c ab l egr am s h as giv en r i se t o t h e

cod e sy s t em s n ow in g e n er al u se— e sp e ci ally i n b u si n ess m es

sag es Th er e ar e m an y syst em s ; an y b u sin ess m ay d ev ise its

.

own ; t h e A B O West er n U n i on c od e is t h e on e m ost u se d .

A c od e is a ser i es of w or d s g enerally i n ven ted w or ds t o , ,

which a m ean in g is ar b itrar ily att ach ed—a m ean i n g th at

m igh t p oss i b ly t ak e a wh ol e sen t en c e if wri tt en ou t in p l ai n
l an gu ag e Copi es of thi s code mu st b e in th e h an ds of th e
.

sen d er an d th e r ec eiv er of m essag es For ex am pl e thi s .

,

m essage m igh t b e sen t :

J u ds on , A meri ca n Consu l, P ekin
Mom u s . I m p os . ROB ERTS O N .

I n ter p r et ed t hi s w ould mean

I t is n ot n ecessary f or you t o r et u rn at on ce . I h av e f orwar ded
you r m ail , c ar e of S ch o e llCo , S h an h a . g i , Ch i n a .

I t is, of c our se ,
c
n ot n e essary to u se a c od e . Cab l e m es
sa ges ma y b e sen t in pl ain l an g uage Bu t th e exp en se is so .

gr eat th at it i n vi tes ob scuri ty .

I nb u si n ess t el egr am s sh ould b e con firm ed—a l ett er g iv

,

in g t h e c on t en t s of t h e t el egr am an d fur th er n ec essary p ar

t i cu l ar s sh ould b e sen t at on c e .

I n w ri t in g a t el e gr am n ei th er salut ati on n or comp lim en

t ary cl ose is u sed To illu str ate th e c on den sat i on n e c essary
.
.
252 E S S E N TI AL S OF BU S I N ES S E NGLI S H
4 To t h e Whi t e S t ar S t eam sh ip Com p an y, N ew Y k
“
. or ,
to r eserv e a

b e rt h on th e A bi ra c,
”
i ch sail s n ext W e dn es a
wh ost on t o L i v d y B ,
'

erp ool S ay you sen d ch eck t o p ay t h e n ecessary dep osi t

. .

Wr i t e t h e l et t er t h at sh ou l d f oll ow .

5 To t h e Pu ll m an S l eep i n g Car offi ce t o r e se rve a l ow er b erth

.
,

f or you on W e dn es day n igh t on t h e U n i on P a cifi c t r ai n f or D en v er

t h at l eave s Ch i cag o at P M . .

6 T o you r f am ily sayi n g t h a t you h av e b e en in a ser i ou s a u t o

.
,
.

mob il e acci den t an d t h at wh il e you a r e n ot i n j u r ed you w ill n ot b e

, ,

h ome u n t il t w elv e o cl ock t om orr ow ’

.

7 T o a m a n w i t h wh om you h a d an ap p oin t m en t t h at h avi n g

.
, ,

m i sse d a t r ai n you can n ot r e a ch t h e ci ty u n t il t w o o cl ock b u t t h a t

,
’
,

y ou w o u l d lik e t o m ee t h i m a t y ou r ofii ce at t h r ee o cl ock

‘ ’
.

8 T o th e firm f or wh i ch you ar e a t r av elin g sal esm an t h at you

.
,

h ave su cces s f u ll y fi n i sh e d th e b u si n e ss on wh i ch you w er e sen t t o S t

’

L ou i s an d t h at you ar e a w a i t i n g f u r th er i n st ru ct i on s .

9 T o S p au l di n g
. Co s ayi n g t h at t h e cam p i n g ou t fi t t h ey sen t
.
, .

y ou i s s h o r t t h r e e i t em s T ell t h em t h at you w ill w r i t e det ai ls

.
'

W r ite th e l ett er .

2 Adv er t i sement s —Thi s

. d ep ar t m en t of b usin ess h as
b een in ou r day er e ct e d i n t o a v ast b u sm ess i n its elf a l ar ge ,

lib r ary of b ooks c ould b e c olle c te d ab ou t it ; lar ge an d im

p os i n g j our n al s d evot e t hem selv es t o it .

”
Th e c op y or w r i t i n g th at goes i n t o an a dvert i sem en t
, ,

m ust sh ar e th e in ter est wi th pic t u res di agr am s m ap s .

, , ,

tr ad e m ar k s sl og an s m ott oes m ar gi n s sp a es c ol o s an d
- c r — ,
,
“
, , ,

al l th e oth e r d evic es i n t en d e d t o p r oduc e cl ear n ess an d

eff e c t

th at it can do wh en th e t er m s
“ ”
,

“
For thi s is wh at all adv ert i si n g is d oi n g an d al l
.

clearn ess a n d eff ect

,
, ,

ar e i n t er p r et e d .

Th er e i s li tt l e t o a dd h er e to w h at h as b een s aid un d er
th ese topic s as t h ey h av e c om e up f or di scu ss i on in t h ei r
,

n atu r al p l ac es S o f ar as th e E n gli sh of adver t i si n g goes

. ,
‘

—
it is su m m ed u p I n t h e th r ee m ast er w or ds c or r ec tn ess ,

cl earn es s eff ec t iven ess ,

.

Th e p r i n cipl e of effe ct iv en ess that h as r ev lu t i

o on iz d
e ad ~

v er t is in g is r el ev an cy An d wh en w e h av e g raspe d t hi s .
 BU S I N E S S CO MP O S I TI O N 25 3

p r in ciple in its th ree fold as p ect we h ave gr asp ed th e

-
,

fu n d am en t al p r in cipl es of adver tisi n g so f ar as l an gu age

. n —
goes An y m er ch a t wit h good s t o sell b e it plum b er s ’

su ppli es or e d u c at i on fert ilizers or offic e fil es— can l earn

,

h ow t o an n oun c e h is g oods t o h is own ci r cle of c u st om er s or

t o th e cl ass of p ers on s h e k n ows b y t h e st u dy of th e f ew ,

f ii n dam en tal p r i n cipl es of eff ec t Wh en h e d esi r es t o g o

.

i n to th e m ar k ets of th e b ig w orld h e m ust h av e th e ser vic es ,

of an adv er t is i n g exp er t just as h e h as t h e advic e of a

,

t r ain e d l awy er an d a p r of essi on al accou n t an t .

On e form of a dvert ise me n t an y youn g p er son i n bu si n ess

sh ould k ow h ow
n t o w i te
. r — th at which off ers h is own
ser vi ces in t h e b u si n ess m ar k et .

Th e v er y b e gi n n er as a r ul e n eed n ot adv er tis e H e can .

g et h is fi rst b u si n ess exp er i en c e b y t ry i n g som e of t h e p osi

t i ons t h at ask f or h elp ; or h e can b e pl ac e d b y som e fr ien d ;
wh en h e h as h ad exp er i en c e h e can b eg in to feel th at h e
,
,

h as som et hi n g t o off er .

H er e a gain ou r fu n d am en t al p r i n cipl es w or k .

Wh en y ou advert ise f or a p osit i on b e ex act an d cl ear ;

b e r el ev an t ; say p r eci sely wh at y ou can do G ive som e .

sp e cific an d t ell i n g d et ail s th at en ab l e a r e ad er t o se e t h at

y ou k n ow y ou r job an d y ou r fi eld G iv e s p e cific d et ail s of

.

y o u r e xp e r i e n c e C h oose. t h e r i gh t m e di u m f or y ou r a d
ve rt isem en t Wh en y ou b e c om e a sp eci ali st adv er t i se in
.
,

th e j ou rn al s t h at sp e ci ali st s r ead Clip fr om t h e j ou r n al s

.

t h os e p er son al adver t i sem en ts t h at i n t er est y ou m ost D on t

’
.

Cop y t h em b u t l ear n f r om t h em .

E xE RCI SE 1 5

Rev i ew t h e s ect on i on r el e v an cy ( Ch ap t er V I I I 5 ) an d ,

th esect i on on s al es l et t ers -
(s e ct i on 14 a b ov e )
,
an d w r i t e t h e

adv er t i s em en t s c all e d f or in th e fol l ow in g sp ecifi c at i on s

1 . Y ou are m a n u f a ct u r i n g a t r act i on pl ou gh . Writ e an a dv e r
25 4 E SS E NTI AL S OF B US I N E S S E N GL I S H
2 W r i t e an a dver t i sem en t f or t h e m or n i n g paper s an n ou n ci n g
.
,

t h e a rr iv a l of t h e fi r st s t r aw b er r i e s of t h e s ea son i n you r g r ocer y .

Ma k e i t a ppea l t o t h e p er s on s you t h i n k w ill b e m ost i n t e r est ed .

3 W r i t e a n a dv er t i sem en t of a co oper a t iv e gr ocery st or e i n you r

.
-

n e igh b or h oo d (Ma k e a n i ce stu dy i n r el evan cy h e r e )

. .

n i n g a fil m of
“
4 W r i te a n a dv er t i sem en t of a m ovi n g p i ct u r e sh ow wh i ch i s ru n
.

Th e Me r ch an t of V en i ce ”
.

5 W r i t e a per son a l a dv er t i sem en t f or a n y p osi t i on you w ou l d lik e

.

t o h a v e a n d t h i n k you cou l d fill L et t h i s t a k e t w o f or m s— o n e f or

.

t h e cl a ss ifi ed col u m n of t h e da il y p a p er—o n e f or s om e spe c i a l p ap er

.

ch osen b y you r s elf .

6 You a r e a n ex p er i en ced st en ogr a ph e r

. W r i t e a per son a l a dv er
.

t i sem en t f or t h e da il y pa per .

7 Y ou a r e a t r a i n e d n u r s e a n d w ou l d lik e t o t r av el
.
,
W r i t e an .

a dv er t i se m en t f or a p os i t i on .

8 Y ou a r e a w om a n w h o h a s t r a v el e d a g r eat de a l i n E u r ope .

You w ou l d lik e t o t a k e a p a r ty of you n g w om

.

en A dv er t i se . .

9 You w ou l d lik e t o te ach p h ys i ca l t r a i n i n g in a b oys pr epar a

“
’
.

t ory s ch ool Adver t i se in Th e Ou t l ook

.
”
.

1 0 Y ou a r e a n ex p er t m illi n er
. A dver t i se f or a pos i t i on
. .

1 1 You a r e a n el ect r i c e n gi n eer a n d w a n t a p os i t i on i n Col or a do

.
, .

W r i t e th e a dver t i sem en t an d ch oose t h e p aper .

1 2 You w an t a pos i t i on a s a dv e r t i s i n g soli c i t or f or a n a u t om ob il e

.

j ou rn al A dv er t i se
. .

3 . Rep ort s — Th er e isfi rst th e in for m al r ep ort such as ,

is m ad e b y a ch ai r m an of a c omm i t t ee in a soci al club Thi s .

m ay b e so i n for m al as t o b e p r esen t ed at an an n u al din n er or

on som e s uch occ asi on in t h e f or m of a sp eech A t r av el in g .

s al esm an m ay m ak e h i s r ep or ts in t h e f or m of fr i en dly l et

t ers t o h is m an ag er B u t ev en th ese in for m al r ep or ts Sh ould

.

b e c ar efu lly th ought ou t Th ey sh ou ld c ov er th e asp ec t of

.

t h e m at t er t h ey d eal wi t h N o offi ci al or ch ai r m an can affor d

.

t o g o qui t e un p r ep ar ed in t o an y m eet i n g t o wh i ch h e is t o
r ep or t J ust as f or an y ot h er sp ee ch h e m u st an aly z e h is
.
,

m at er i al i n t o i t em s an d ar r an ge th ese i t em s in som e or d er
l ogic al or effect iv e Th e sam e th i n g is tr ue of th e i n for m al
.

r ep or t th at is n ot sp ok en b u t w r i t t en ou t .

Th e se onc d ki n d of r ep or t — t h e f or m al — v ar i es in l en gt h
25 6 E S SE N TI AL S OF B U S I N E S S E N GLI S H
2 . Th e or d er of g oods .
-
Th i s i s
li st of it em s w h i ch a
a

b u y er sen d s t o a j obb er or ot h er m er c h an t n ami n g t h e ,

i tems h e desi r es t o pur ch ase Th es e i tem s in an ide al

.

or d er ar e n e atly li st e d wi th t h e p r i ces affix ed Th ese

, .

it ems sh ould n ot b e n um b er ed as t h e fi g u r es of t h e seri es

,

m ay b e c on fu sed w i th t h e figu r es of t h e i t em s Man y j obb er s .

an d wh ol es al e d e al ers fu r n i sh c u st om er s wi t h or d er b l an k s

which facilit at e th e or d eri n g .

S o l d ‘0

S e nd t o W M M

WILL C ALL TAKEN x C HARG E C O. D

. . PAID O R DE R
 BUS IN E S S COMPOS I TI ON 25 7

3 . Th e i n v oi ce — Th is
uls list of th e pur ch ases sen t b y t h e
a

s ell er t o t h e b uy er I t is t h e or der t u rn e d ar oun d I n f ac t

. .
,

m an y d eal er s m ak e an or d er ou t in d u plic at e, t h e duplic ate

b ein g on c ol or e d pap er an d ser vin g as an i n voic e Th e .

i n voic e is r et u rn ed with th e g ood s t o t h e b u yer or sen t im ,

m e di at ely a ft er To a c ash custom er it se r v es as a b ill ; h e

.

p ays th e i n voic e A c ar e fully p r ep ar ed in voic e f orm gives

.

th e n u m b er given th e or d er b y th e d eal er an d p r ovid es ,

f or th e or d er n um b er of t h e cust om er .

4 Th e b i ll — Thi s is an i tem iz e d li st of pu r ch ase s givi n g

.
,

all d e t ails— d at e of pu r ch ase am ou n t p r ic e et c I t is s en t

, , ,
.

ou t p er i odic ally s ay m on thly t o al l c us t om ers wh o b u on

, , y ,

a ccoun t I t m ay c ov er t h e i t em s of m an y m v mces
‘

. .

MAR S HA L L FI E LD CO M PA NY .

IMP O R T E R S RE TAILE R S , MAN UFA CTUR ER S

.
.

S TA TE , WA S HIN G T O N RAND OLP H 8 m

, a .

S ow To
CH I C A G O . Aug . 1 . 1 9

0 8 uaxwe 1 1 .
. .

4 5 23 Ma i n St . ,

Evan s t on , 111 .

d oz . Sp ool s Wh i t e Th r e ad
yd s . Dr e s s Good s
G i ng h am
d oz . Pe ar l Bu t t ons

Tu r k i sh Towe l . a

Ba t h i ng Su i t

d oz . I ni t i al Hdkrs .

yd e . L i ne n
25 8 E SS E N TI AL S OF BU S I N E S S E NGLI S H
5 . Th e t
s ta em e n t —
his is an ab str act
T of a b ill ; it is n ot

i t em iz ed b u t giv es lu m p sums sh owin g

,
u
am o n ts c redi ted
an d b al an c e on ac c ou n t .

“WES
m "
TERN GROCERY HOUSE
OF GROCERIES

4 3 EAS T RANDOLPH S TREET

6 . Th e r eceip t Thi s is an ackn owl edg m en t of m on ey

c ived I t m ay t ak e th e for m
re e . of a sp e ci al p ap er or it m ay

b e a r ec eip t ed i n v oic e b ill or st at em en t

, ,
.
2 60 ES SE N TI AL S OF B US I N E S S E N GLI S H

a
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o
T
fi 8 a
s
fi
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fl a 8 n
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“
w
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.

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8 n .
8 e
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8 S
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8 8 w
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8 2 5 w
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8
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8 a o
3
fi
m
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m 2 n a
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.

m
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8 8 p
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“
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s a
o c n e
BU S I N E S S CO MP O S I TI O N 2 61
2 62 E SS E N TI AL S OF B US I NE S S E NGLI S H
11 Th e p os tal mon ey
. or der .
— Thi s m ay be c all ed a c h eck
on t h e p ost office
-
I t is t h e . sam e th in g in eff e ct as an e x

p r ess m on ey or d er exc ep t t h at ,
i t is an or d er fr om on e p ost
offi c e t o an oth er .

12 . Th e b il l of la di n g — A c ip t given b y th e
sort of re e

t ran sp or t at i on c om p an y t o t h e shi p p er of g oods b y f r ei g h t ,

w h o m u st sen d it t o th e c on s ign ee With ou t it t h e con .

sig n ee c an n ot cl aim t h e g oods .

5 S
. o ci al l et t ers — Th e t i m e w as wh en thi s kin d of l et
t e rs w as a b r an ch of li t er at u r e Th ey ser ve d som e of t h e
.

p u r p oses n ow s er ve d b y m ag azin es an d n ew sp ap er s an d
ev en b y le c tu r es an d b ooks Ti m e w as p l en t iful f or b ot h
.

wr it in g an d r eadin g We m ust b eli eve th at th e gr eat l et

.

t er w r i ters of oth er d ays of t en h ad on e ey e on a p oss i b l e

p u b lic ; so th ey wr ot e l oft ily ab ou t sub j e c t s an d sel dom ,

b ec am e ch atty or u n c on v en t i on al .

P r iv at e or soci al lett ers in ou r day ar e qui t e diff er en t .

Th ey ar e in f orm al an d p er son al givi n g if p ossi b l e t h e ,

e ff e c t of c on v ersat i on .

Col l oqui al l an g u ag e an d even a li ttl e sl an g ar e p er m is

s i b l e in let t ers B u t ju st be c au se it i s wr i tt en d own an d
.

th er efor e som ewh at p er m an en t th e l an g u ag e an d t on e of ,

a l ett er m ust b e m or e c ar eful if n ot mor e f or m al th an

, ,

t h ose of c on v er sat i on .

A p r ovi n ci al ism or a sl an g w or d sp ok en in a fl ow i n g
c on v er sat i on m ay h av e s u ch a c on t ex t or may b e sp ok en ,

with such a s mil e or gest ur e as t o seem hu m or ou s or wi t ty .

L acki n g th ese t hi n gs w r i t ten d own in th e bl ack an d whi t e

,
- -

for m ality of even a fr i en dly l ett er it m ay seem u n r efin ed ,

.

E ven th e fri en dly l ett er S h ould n ot b e wr i tt en wi th ou t

for eth ough t B e for e you b egin it jot d own th e i t em s y ou
.
,

i n ten d t o t r eat th e n ews you w an t t o t ell ; oth er w i se you

,

will h ave a d an glin g p os tcr ip t — p er h ap s t w o—whi ch sh ould

b e av oid ed ; or you will rememb er as you r l ett er di sapp ear s
2 64 E SSE N TI AL S OF BUS I NE S S E N GL I SH

in g an d dd r ess sh ould n ot b e pl ac ed at th e b ott om

th e a .

Use no ab b r ev i at i on in t h e add r ess an d p u n ctu at i on h e r e ,

m ay b e di sp en se d wi th .

4 Th e salu t ati on m ay t ak e an y f orm r an gi n g in form ality

.

fr om D ear Mr B ru ce t o th e ten d er You old Th ief with

'

which a distin g uished g r ay h ai r ed Un iv ersi ty p r ofessor -

salut es h i s ol d c oll eg e chu m A cc or di n g t o A m er ic an u sage

.
,

D ear Mr B ru ce is l ess f or m al t h an My de ar Mr B r u ce
. . .

Th e fir st w or d of thi s ph ras e an d an y w or d u sed in th e pl ac e

of a n am e s h ould h av e a c api tal ; as My dear S is ter D ear , ,

Moth er .

No a bb revi at i on uld b e u sed in th e salut at i on ex c ep t

sh o

Mr Mr s
.
, .
,
an d Dr . A c omm a after th e ph rase is th e u su al
pun ct uati on .

5 . Th e pli m en t ary cl os e d ep en ds on th e r el at i on t h at
com

exists b et w een t h e p erson s an d on t e t o e of th e l et t er

h n — on e

can i magi n e a l ett er in which You rs till de ath w ould n ot

seem ou t of pl ac e ; b u t t h e ph r ase v ar i es f r om You rs sin

car eby t o on e exp r essi n g th e w arm est afiect ion ; it S h ould

n ev er b e gu shi n g or f ooli shly sen t i m en t al Thi s ph r ase is .

foll owed b y a c om ma .

6 Th e sign at u r e m ay c on t ai n t h e Ch r i st i an n am e or thi s
.
,

may b e sh ort en ed t o i n i ti al s ; t h e su rn am e sh ould app ear

in ev ery l etter Th ou san ds of l ett er s p er ish an n u ally in
.

t h e d ead l etter offic e b e c au se J oe or L ottie or N ich or

-

B u n n y t h ough t th ese w or ds al on e su ffici en t as a sign atu r e .

7 I n th e di rec t i on on th e en v el op e t h e same u sag e p re

.
,

v ails as in th e di r ec ti on of a b usin ess en evelop e I n soci al .

l ett ers on e is l ess lik ely t o u se abb r evi at i ons I n deed .

,

p r esen t u sage con dem n s abb r evi ation s in soci al c orr esp on d
en c e an d d oes n ot u se p u n c tu at i on i n t h e addr ess

8 I n vi t at i on s ar e of tw o ki n ds—
, .

. in form al an d form al .

I n f orm al i n vi t ations are w ri tt p recisely lik e sh ort let

en .
 BU S I N E S S CO M P O S I T I O N 2 65

ter s . Th ey s h ould
c upul ously ex act in g ivin g d at es
be s r ,

hou rs pl ac es of m eet i n g etc

, ,
.

Th e r eply to an in form al i n vi t at i on which sh ou ld b e ,

sen t i mm edi ately up on th e r ec eip t of th e i n vi t at i on sh ou ld ,

c arefully m en ti on d ates h ours plac es of meet i n g etc if it

, , ,
.
,

is an acc ep t an c e I f t h e i n vi t at i on is d ecli n ed on l y t h e
.
,

day n ee d b e m en t i on ed I n form al i n vi tati on s ar e w r i tt en

.

in th e fi rs t p erson an d th e p er son is add r essed in t h e

,

se c on d p er son An i n form al i n vi t at i on giv en ov er th e t el e

.

ph on e is b y some c ar eful p er son s c on firm ed b y a n ote E x .

am pl es of i n form al in vi t at i on s an d r epli es ar e

D EAR MRS G ORDON

) MY
’

1 . a .
,

I t wou l d giv e u s v er y g r e at pl e asu r e t o h av e you an d Mr G or don .

di n e W i t h u s on W e dn e s day May fif t een t h at h alf pa st sev en

, ,
-
.

S i n cer el y you r s ,

S U S AN P EA B ODY NORRI S
4 High l a n d Ter r ace ,

May 6 , 19 .

b) MY D EAR MRS . N ORRI S ,

Mr . G or don an d I a re deligh t ed t o a ccep t you r ch arm i n g i n vi t a

t i on to d in e i
w t h you Wedn esday May fif teen th at h alf p ast seven
, ,
-
.

S in cer el y you r s ,

A LI CE P UTNAM GORDO N
54 7 Ken wood Av en u e ,

May 7, 1 9 .

0 ) MY D EAR MRS . N ORRI S ,

We g r et si n cer el y t h at an oth er en g agem en t of l on g st an di n g
re , ,

p r ev e n t s ou r accept i n g you r kin d i n vi t at i on f or M ay fif t een t h .

S in cerel y you rs ,

A LI CE P UTNAM GORDON
5 4 7 K en w ood A v en u e ,

May 7, 1 9 .
 E SS E N TI AL S OF B US I N E S S E N GLI SH
2 . a ) D E AR H E N RY ,

We are h avi n g a li t t l e
i cn i c i n S k oki e W oods on W edn es day
p ,

J u ne 15 . Moth er a n d I sh ou l d b e v ery gl a d if you w ou l d j oi n u s .

Th e p ar ty w ill m ee t a t ou r h ou se at h alf p a st t h ree -

.

S in cerel y you r s ,

A B E TH D W YER
E LI !

b) D E AR E LI!
AB E T H ,

I am delig h t e d t o b e as ked t o t h e p cn i i c an d a ccept wi th th e

gr eat est pl easu re . I sh a ll be a t you r h ou se W edn es day Ju n e 1 5 , ,
at

h al f p ast t h ree
-
.

S i n cerel y you rs,

H EN RY A G IL L .

For m al i n vi tat i on s wh eth er w r itt en or en gr aved ar e so

, ,

ar r an ge d as t o al l ow th e n am es of t h e p er son s t o s t an d on

li n es al on e Th ey s h ou ld b e so arr an g ed as t o p r esen t a
.

sym m et r ic al d e sign Th ey ar e w ri tt en an d r eplie d t o in t h e

.

t hi r d p er son .

E x am ples ar e

Mr . an d M rs H ar old Cl ar k e
.

r e q u es t t h e p le asu r e o f
Mr . and M rs H a mm ond .
’
s

c ompa n y at d i n n er
on Wed nesda y ,
th e s ixt h
‘

o f M ar ch ,
’
at h a lf af t er s even o c loc k .

7 8 E A S T 5 7 TH S TREE T,
Fb e r u a ry t w en t y -
f ou rth .

Mr . an d Mrs Rob er t H ammond

.

a c cep t wi t h p l easu r e
th e k i n d i nvi t a tion of
Mr . a nd M rs . C la r k e
t o di n n er on Wedn esd ay ev en i ng ,

th e s ix t h o f Ma rch ,

o clock
’
at h a lf -
a f t er s ev en .

85 8 D CH S T R AV NU
OR E E E E,
‘
F b y t w ty fif th
e r u ar en -
.
 I ND E X

!
Th e N um b er s R ef e r t o P a g es ]

Abb vi t i
re a on s , 1 6 0-
6 3 ; of n a m e s A pp li t i ca 3 5 , 2 18—2 4
on , l et ter of ,
— A gm
.

of s t a t e s ,
1 6 1 6 2 ; s t o li
f s t a nd r ran e en t, cor r e ct , 5 7—6 7 ;
a r d, 1 6 2 — 6 3 ; i n h ea d n andi g cen t r a r u e of , l l
i n s en t en ce s,
a dd r e ss of l
et t er s , 2 02 , 2 6 4 ; i n 5 7 ; n or m a , i n s en t en ces 5 7
,
l;
i i
d r e ct on of et t er , 2 06 l . o f m a tt e r i n
p a r a r a h s, 6 6
p g
A bl
.

et t e r s, 2 1 5 —
”
a b l e a n d -i
b l e, 15 3 . s se m ed 16 l
A
.

cce n t , sh if i gt n of , 13 3 .

Ak l g
c n ow e d m en t , o f o r der , 2 3 1 B ea u t
y, x—x
i .

l i
3 2 ; of com p a n t , 2 3 6 ; of r e B e, ca s e of n ou n s and
p r on ou n s
m i t t a n ce , 2 1 2 ft e r 3 3
a , .

B ill 2 5 7 ; of l a di n g 2 62
.

Ada p t n i g m a t er a i l
t o d ff er en t i ,

B ody of l e tt er 1 9 9 2 05 2 07—12
, .

e r s on s a n d p u r p ose s , 7 6
p
.
,

A —
, , .

dd r e s s o f l et t e , 1 9 9 2 0 1 4, 130 1 w i t h a p pli ca t i on givi n g

22 2
r , ,

bb vi i
, ,

2 63 ; a re a t on s i n , 2 06 , 2 6 4 ;

p i
u n ct u a t on of , 2 06 , 2 6 4 ; t t e s i l B kt
ra c e s,
’

19 0
B vi ty
.

u se d i n , 2 0 2 .
re
, 87 .

A j iv
d e ct es a n d a d er s, i n fle c v b B iu s n e ss
, com m u n ca t on
t h r ee ,
i i
t on i o f , 6 — 7 ; t h a t c a n n o t b e pr oces se s o f , 19 7 c om po s i

com pa r e d, 9 ; con u se d i n u se , f t i on , 19 6 2 6 7 ; c or r es on de n t
-

p ,

34 19 6 ; E n gli s h , xi —xii ; l e t t e r s
A j iv
.

d e ct e a n d n ou n , a reem en t g I n, 19 6 ; p p
a e r s co mm o n l y
of , 2 6 .
u s e d, 2 55 ; co m p os i t i on , ox er
A j l
d u s t m en t , ett e s f , r o 2 3 5 — 37 .
ci s es i n , 1 9
,
3 0, 35 , 5 5 , 6 8, 8 4 ,
A v i
d e t se e
r m n t s ,
1 1 2 — 14 ,
1 2 0 ,
1 04 , 1 2 0 .

i i
2 5 2 —5 3 ; p os t on s a d er t sed, v i
2 1 8—2 1 ; a d e r t s n v i i g
f or a p o bl g
Ca e ra m , 2 5 0 .

i i
s t ou , 2 5 3 ; a d er t s n v i i g c opy, i l
C a p t a s , u se o f , 1 6 5 —6 8 .

12 1 , k
C h e c , 2 5 9 ; ce r t e d, 2 5 9 ifi
Ag
.

r ee m e n t , gr a m m a t ca i l
pr n c i i l
C ea r n e s s, a n e ce s s ty i n a ll w r t i i
p l e f
o , 2 1 — 2 9 ; of er v ba n d su b 1 n g, , 8 6 — x
1 03 ; i n s e n t e n ce
c et , 2 1 —
j 2 6 ; o f a d ect e a n d j iv s t r u ct u r e, 1 01 ; i n p a r a r a h g
p
n ou n , 2 6 ; o f p r on ou n a n d a n s t r u ct u r e , 1 02 ; co r r ec t n e ss

t e ce d en t, 2 6 — 2 8 ; a ppa r en t , 33 .
a n d, 8 6 ; re b vi
t y a n d, 8 7 ; s i m
Ain t , 2 2
’
. p l i ci t y a n d, 8 8 ; c ea r u s e of l
A
“ l i
n a ys s, 1 1 7 . f
r e e r en ce w or d s
, 8 9 ; r e p e t t on i i
i
a n d w h ch , 92 .
a n d, 9 3 ; c o n n e c t es a n d, 9 7 iv
A
.

n t on ym s , 8 0 . l
C os e , of sp ee ch , 1 3 8 ; of et t e r
,
l
1 ; com p m en t a r , 1 9 9 , 2 05 li
An y on e , a n y b ody , et c , 2 8
222 y
. .

A p os t r o h e,
p 2 ,
1 9 1 . 5
,
2 70 I ND E X

ll
Co e ct o i n l e tt e r s 2 3 7 — 38 ,
. Di a gr a m of l et t e r , 19 9 .

C oll e c t iv e n ou n a g r ee m en t of , D i l t 12 3
a ec
3 6—
.
,

w i th ver b Di t i
,

,
c t
on , i 54
cor r ec n e s s n, .

C oll oq u i a li sm 12 3 2 4 2 6 2 ,
-
, . Di ti c y v; l v
on a r t p in t h
, e e en s e s e
Col on 1 7 6 . t dy f
s u w d i 7 3—7 5
o a or n, .

Di ti
,

C o m m a , 1 7 9 —8 8 rec v l p 2 06
on on en e o e,
169—
.

D ivi i
.

Com pa r i s on , of a d j e ct iv es an d ad f w d
s on 70 o or s, .

verbs , 6 . D on t
’
d d t 22
an oesn
’
.

D b l g t iv 5 0
,

Com pa r i son s , lik en es s a n d con ou e ne a e s, .

t r a st , 1 00 D ft b k 2 6 0
ra an

C om pl a i n t , l ett er of , 2 3 5 —
. .
, ,

37 . D m b i
ra a, 84 u s n e ss , .

C om p li m e n t a ry cl os e , 1 9 9 , 2 6 4 . D m t i gift
ra a d b i
c an u s n ess
C om p ou n d n ou n s, p oss ess iv e of , 3 . s pe ech , 12 7 .

Com pou n d w or d s, s pe lli n g o f , 1 63 .

C on c r et e i n st an ce , t h e , 1 1 0 . E ff e ct iv en e s s , 105 —1 9 ; m ech an
C on cl u s i on , r ea ch i n g a , 1 1 8 i ca l devi ce s f or pr odu ci n g ,
1 06—
.

Con den sa t i on s, con v e r s a t i on a l , 7; p l a c i n g o f m a t e rial

1 2 3 ; o f t el e g r a m s , 2 5 0 . i n s en te n ce f or , 1 07 ; i n p a r a
C on j u ga t i on , 1 0 . gr aph , 108 ; specifi c a n d con
Con j u n ct i on s, cor r el a t iv e , 49 ; c r et e t e rm s a s mea n s t o, 1 1 0;
li st of , 9 7 . . r e l e v a n cy a n d, 1 1 1— 13 .

Con n ect i n g w or ds , 9 7 . ci a n d i e, 15 2 .

C on n e ct iv es , 9 7 , 9 8—9 9 . ei t h er or , 2 3 .

Con s pi cu ou s p l ace i n s en t en ce, E lli ps i s , 9 4 .

1 08 . E m ph a s i s, 1 06 .

Con t r a ct i on s, 16 0 . E n g l i s n, g ood, ix .

Con v en t i on s i n u s i n ess l e t te r s, b E n u n ci a t i on , 12 8 .

19 7 . E x a ct n e ss , 1 1 4 .

Con v e n t i on a l ph r a ses t o b e a v o i d E x agg e r at i on , 4 2 , 1 1 5 .

e d, 2 09 . E x a m p l e s , t h e u s e of , 9 9 .

Co n v e r sa t i on al m an n er s, 1 24 . E x c l a m a t i on m a r k , 1 7 5 .

“
C on vi ct i on , 13 7
Copy
”
i n a dv er t i se m en t , 1 2 1 ,
. E x p r e s s m on ey o r d e r , 2 6 1 .

1 8 8, 2 52 . F l
a se r e fi m t 44 ne en , .

C or p or a t i on , a ddr e ss i n g a , 2 03 . F v
a ki g
o r s, d g ti gas n an r an n ,

C or r éct a r ra n g em en t , 5 7—6 7 . 2 3 3—3 5 .

Cor r e ct n es s, a ca dem i c or l e a r n e d, Fi w iti g 4 3

ne r n .

F i m dd i g 2 02 1
,

xii—xiii ; gr a m m a t i ca l , 1—3 5 ; i n r s, a r ess n ‘

F i t i m p i g d 19 7
.
,

d i ct i on , 3 6—5 4 ; in a r r an ge rs r e s s on , oo .

F
,

m e n t , 5 7—6 7 o cu s , m ph i e 118 as s on , .

F l di g l tt 1 9 8
.

C or r e l a t iv e s , 4 9 ; pl a ci n g of , 5 9 o n a e er,

F ll w p l t t 2 4 6—4 7
.

60 o o -
u e e r s, .

b F
.

C or r e s pon den t , u s i n es s, t r a i n i n g or ce ,x 165 , .

of , 19 6 F m l tt
or -
2 14
e er s ,
F m l p t f l tt 19 9 2 07
. .

ar s o er , -
or a e .

D h 1 88—9 0
as For m er an d l a t t er , 9 2 .

D t 19 9 2 00 2 63 2 65
.
,

a e,
G
.

D b t f m l 1 35
, , ,

e a e, or a en er a l
t er m s , 7 2 , 1 1 1 .

G v v er b s
.

D l i 1—6
,

e c e n s on , o e r n m en t , 3 1—3 4 ; by ,

D iv t iv —
.

er p lli
a g f 1 4
es, 8 52 s e n o , . 3 1 ; b y p r epo s t on s , 3 2 ; i i a pp a r

D i i t i l m k 12 9 3 0
a cr ca ar s, -
. en t, 3 3 .
272 D
I N EX

P er s on a l pr on ou n s, i n ect i on o f , fl Rep or t s, f or m al i n
form a l
, , 254
'
1 ; a r r a n ge m e n t o f , 2 4 55
R e qu
.

P e r su a s i on , 1 3 8 2 4 0, 2 4 2 - 4 3
. . i s i t i on , 2 5 5 .

P l u r a l , of n ou n s , 4 ; of com R i se an d r a i se, 15 .

p ou n d n ou n s , 5 ; o f p r o n ou n s ,
b
1 ; of v er s , 2 1 2 3 ; s p elli n g of , S a l a ry, s t at i n g a , 2 1 3—14
’

-
.

4 —5 , 1 5 4 ; o f n u m e r a l s , 1 9 1 ; of S a l es -l e t t e r s , 2 39 4 9 ; a g ood -

l et t e r s o f t h e a l p h a e t , 1 9 1 b . s p e e ch , 2 3 9— 2 4 0; a g ood a dv er
P oss e ss iv e c a s e, of n ou n s, 1—4 ; t i sem en t , 2 4 0; op en i n g
o f p r on ou n s, 1— 3 ; of com pou n d graph of , 2 4 0—4 2 ; u r gen cy i n ,
n ou n s, 3 ; s p e lli n g o f pos ses 2 4 2 —4 3 ; b
o dy o f , 2 4 3 4 6 ; r e l e -

s iv es, 2 3 , 1 9 1
-
. v an cy i n , 2 4 3— 4 4 g ood e x a m pl e
P os t scr i pt s, 1 9 8 . of , 2 4 4 — 4 5 ; poo r e x a m pl e o f ,
P r es i de n t o f t h e U
n i t e d S t a t e s, 245 .

h ow a ddr e sse d, 2 03 . S a m e a s p r on ou n , 5 1 .

P rep a r at i on of a s peech , 13 9 . S a l u t a t i on , 1 9 9 , 2 03—4 ; i n a so

P r epos i t i on , gov e r n m en t b y, 3 2 ; c i a l l e t t er , 2 6 4 .

li st of , 3 2 ; i n fixe d com i n a b S econ d s h ee t s , 2 1 7 .

t i on s, 4 8 . S e m i c o l on , 1 7 6 7 7 -
.

fl
P ron ou n s, i n e ct i on o f , 1 6 ; p os -
S e t a n d s i t , 14 1 5 -
.

s e s s iv e of , 3 ; a gr e em en t o f , S en t e n ce, con s p i cu ou s p l a ce i n ,
w i t h a n t e ceden t , 2 6 —2 8 ; a s r e f 1 08 ; l ea d i n g a n d s u or di n a t e b
e r en ce w or ds, 8 9 . t h ou gh t s i n , 1 01 ; l on g, l oo se,
P r on u n ci a t i on , 1 2 9 34 -
. 6 4 ; s h or t , 6 4 , 8 7 ; s i m p l e , co m
Propor t i on , em ph as i s b y, 1 09 .
p l ex , c om pou n d, 8 7 .

P r ovi n ci a li s m , 2 6 2 S h a ll a n d w i l l, 16 1 7 .

b
.

P u li c s pea ki n g, 1 35 . S h if t i n g of a cce n t , 1 3 3 .

P u n ct u a t i on , 1 7 1 9 5 ; i n h ea di n g
-
S h i pp i n g di r e ct i on s, givi n g, 2 3 0
o f l e t t er , 2 00 ,
2 6 3 ; i n a ddr e s s ,
of d i r ect i on , 2 06 . S ig n at u r e, 19 8, 1 9 9 , 2 05 6 ; i n
i l l
s oc a e tt er s , 2 64
Q u a li t i e s of sty e , l th e f ou r .

,
il l
S en t et t er s, 1 3 1, 1 5 6 .

bl i li i
S m p c t y, 8 8
Q u ot a t i on m a r k s,
.

19 1 ; dou e
an d s n i gl
e , 19 1 9 2 ; i n t t e s-
i l of
i i
S n ce r ty, 1 1 8 .

-s i on
a n d -t i on , 1 5 4
b k
oo s, e ssays, e t c , 1 9 2 —9 3 . .

S i t an d s e t, 1 4 —15 .
.

R a i s e an d r i s e, 15 . S an , 3 6—3 8, 7 1 , 12 3 , 19 3 , 2 6 2
l g .

Re ce i pt , 2 5 8 . ifi
S p ec c i
n s t a n ce s, 99 ; sp e c c ifi
R ecomm en da t i on , l et t er s of , 2 18 . t er m s, 7 2 , 1 1 0 .

Re f er en ce w or ds, 89 9 3 ; i n defi -
ki g
S pe a n E n sh , 1 2 2—
gli 34
S p eech , m a n a, 1 3 4 —
.

n i t e r e f e r e n ce , 9 0—9 1 ki g 4 2 ; pa r t s
o f a , 1 36—
.

R e f er en ce s, givi n g, 2 13 . 3 7 ; p r epa r a t on f or , i
R el e v a n cy, 1 1 1—1 3 ; i n a spee ch , 1 35 6 -

S p e n , 1 4 7—
.

1 4 0—1 ; i n a s a l es l ett er , 2 4 3 ; -
lli g 7 0; a w or n v o ki g
i n a dv er t i sem en t , 1 13 , 2 5 2 5 3 -
. c ab u l ar y , 1 5 6 ; li
s t of p r a ct c a i l
Rem i tt an ce s, i n cl os i n g, 2 1 2 —2 1 4 ; w or ds, 1 5 7—5 9 ; e e r c se s to x i
a ck n ow l e dgi n g , 2 12 2 14 -
. i v
m pr o e, 1 4 7- 4 8 ; o f com pou n d
R epet i t i on , 9 4 , 1 09 , 1 2 4 . w or d s , 16 3 65 ; h om on ym s
Repl yi n g, t o a l e t t e r , 2 07 ; t o i n ll
s pe ed d iff
e r e n t y, 1 5 5 - 5 6 l
12 2—
.

f or m a l i n vi t a t i on s, 2 6 5 ; t o k
S po en E n gli
sh , 46 .

f ortn al i n vi t at i on s, 2 66- 6 7 . l i g
S t a m p, p a c n of , 2 07 .
 I ND E X 2 73

S t a t em en t , t h e, 2 5 8 . Too ma n y w o r d s , 4 5 4 6 -
.

b
S t a t i on e ry, u s i n e s s , 19 7 Tr a de n a m e s , 1 04
-

Typ ew r t t en e t t e r , t h e , 2 16—
. .

S t il t e d st yl e i n l et t e r s , 2 08 . i l 18 .

S t r e n gt h , 1 05 .

S u gge s t iv en e ss , 1 14 . l g
u - on , p r on u n c i a t i o n of , 13 1 .

S u m m a r i e s, 1 1 6
Ve r b i n fl ect i on
.

S u mm i n g-u p ph r a s es , 7 1 . of , 1 0; t e n se of ,

b
,

S y ll a l e s , 1 6 9 1 0; m oods of , 1 0; pe r s on a n d
b
.

Sy n on y m s,
s t u dy o f , 7 6 —8 0 . n u m e r o f , 10; r e u a r a n d i r g l
g l
r e u ar , 12 ;
p r n c p a p a i i l
r t s of ,

b l
Ta u a t e d s t a t e m e n t s , 1 1 6 . 12 —1 3 ; a r e e m en t of w t h s u b
g i
Th a n a n d a s , ca se a t e r , 33 f . j ce t , 2 1—2 6 ; and co e ct e ll iv
Te ch n c a i l v
oca u a r e s , 8 2 b l i . n ou n , 2 4 ; g v
o e rn m e n t b y, 3 1 ;

l g
Te e r a m s , 2 4 9 5 2 -
of t h e s e n s es , 3 4

V b l
. .

l
Te e ph on e E n sh , 13 4gli er a n ou n , p os s e s s e w th , 3 iv i
V b l
. .

Te n s e , p r e s e n t , p a s t , u tu r e, 10 f o ca u a r , 6 9 — 8 3 w a f en
.
y ; y s o
l a r g i n g , 7 0—83 ; t ech n ca , 8 2
“i
Th n k
c ea r y
i
Th ey , t h e n de n t e, 9 0
l an d l
you
fi i
xvil l
.

3 ; sp e n lli g
a w or n ocab
i l
ki g v
i
w r t e c e a r y, l ”
87 , l l
u a r , 15 6
y .

Th i s an d t h a t, t h e n de n t e , 9 1 i fi i . V i
o ce , s pe a ki g n , 12 4 .

i l
T t es , s pe n lli g
ou t o f , 1 6 0; i n Vu lga r i s m s 4 4 ,
.

a dd r e s s , 2 0 2
b k
.

i l
T t e s of oo s, e s s a y s , et c , 1 9 2 . . Wi l l 16 1 7
a n d s ha l l, -
.

i
l
Ton e o f et t e r , 2 1 1
To p c s en t en ce of par a r a ph , 5 6 ,
-
.

g “
Wi l
W i
r e e s s m essa e s , 2 4 9

r t e as
y o u t a ,
2 08—9
g
lk
.

1 03 .

Too f ew w o r d s , 4 7 You - l e t t er s , 2 11 .