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Lesson 9

PRINCIPLES OF BUSINESS COMMUNICATION

Dear Mr. Naeem,

In accordance with your request of recent date, in which you expressed concern about the damaged
merchandise you received on May 18, I have reviewed your case and have reached the decision that full
restitution should be made to you.

Sincerely,

Dear Customer,

Now is the time when all smart shoppers are taking advantage of the special money-saving buys at
Bright, while our Back-to-School Sale is in progress.

School will be starting soon and crowds of shoppers are trying to buy their children’s clothes.

Why not come in now while we offer the lowest prices of the year and a pleasant shopping
atmosphere.

Sincerely,

Dear Mr. Tariq

I regret to inform you that we are completely booked up for the week of August 22. we have no
rooms available because the Word Processors Association will be holding their convention at our hotel
during the week of August 22. As you will surely understand, we have to reserve as many rooms as possible
for members of the association.

If you can’t change the date of your trip, maybe you could find the double room with bath that you
want at another hotel here in Murree.

Cordially,

Dear Mr. Asif:

With reference to your order for our 35 mm camera, we are in receipt of your cheque and are
returning same.

I beg to inform you that, as a manufacturer, our company sells cameras to dealers only. In
compliance with our wholesale agreements, we deem it best to refrain from direct business with private
consumers.

For your information, there are many retailers in your vicinity who carry cameras. Attached please
find a list of said dealers.

Hoping you understand.

Yours truly,

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Dear Mr Ali:

We have received your order for a 35mm camera but, unfortunately, must return your cheque.

As a manufacturer, we sell cameras only to dealers, with whom we have very explicit wholesale
agreements.

Nevertheless, we sincerely appreciate your interest in our product. We are therefore enclosing a list
of retailers in your community who carry a full line of our cameras. Any one of them will be happy to serve
you.

Sincerely yours,

Communication is an important part of our world today. The ability to communicate effectively with others
is considered a prized quality of the successful business people. To communicate easily and effectively with
your readers, you should apply the following Seven ‘C’ principles:

1. Clarity 5. Correctness
2. Conciseness 6. Courtesy
3. Consideration 7. Completeness
4. Concreteness

Clarity

• Clarity means getting your message across so that the receiver will understand what you are trying
to convey.

• Choose precise, concrete and familiar words.

• Clarity is achieved in part through a balance between precise language and familiar language. Put
right word to convey the meaning. Familiar words are often conversational.

• Choose, Short, Familiar, Conversational words

Simple Words

Complex Words Simple Words

A substantial segment of the population Many people

Affords an opportunity Allows

Concise Words
Complex Words Concise Words

Arrived at the conclusion Concluded

At a later date Later

Avoid repetitive words. In the following redundant expressions, the italicized words are unnecessary and
should be omitted”
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Absolutely free Meet together

Adequate enough Over with

As to whether Past experience

At about Personal opinion

Attached hereto Quite unique

Conversational Words.

Trite Expressions …..Choose these conversational words

Acknowledge receipt of thank you for

Agreeable with your desires in the as you sugested
matter

are in receipt of have

as per our conversation as we discussed
at the earliest possible date as soon as (you) can
at the present writing now
At your earliest convenience As soon as you can or when you are ready

Clichés
• Here are some of the more popular clichés; use them sparingly– only when you’re sure they best
express your intent

• All things being equal

• Break the ice
• Business as usual
• By leaps and bounds
• By rule of thumb

Construct effective sentences and paragraphs.

• At the core of clarity is the sentence. A sentence moves thought clearly within a paragraph.
Important characteristics are as follows:
• Length
• Unity
• Coherence
• Vague: Being the chief executive, we can expect help from you.
• Clear: Being the chief executive, you can surely help us.
• Emphasis
• Little Emphasis: The order was received and the manager started preparing for it.

• Better Emphasis: As the letter was received, the manager started preparing for it.

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