7 C’S FOR EFFECTIVE

COMMUNICATION
1. COMPLETENESS
Your business message is “  backgrounds
complete” when it
contains all the facts the  Viewpoints
reader or listener needs  Needs
for the reaction you
desire. Remember that
 Experiences
communicators differ in  Attitudes
their mental filters; they
are influenced by their
 Status
 Emotions
Completeness is necessary for several reasons:
 To get desired results
 For building goodwill
 To help avert costly lawsuits
Keep the following guidelines in mind:
a. Answer all the questions asked
 If you have no information, say NO
 If you have unfavorable information, reply with
tact and honesty.
 List the needed details before answering the
inquiry.
b. Give something extra, when desirable.

 Sometimes write more to the sender. May be

they don’t know what they want.

Situation Analysis
 Incomplete Complete

 Thank you for the  Thank you for the

confidence you have
shown us by the account
you recently opened.
confidence you have
shown in First Federal
by the savings account
you recently opened. Our
goal is to make all our
services to you both
pleasant and helpful.
2. CONCISENESS

a. Eliminate Wordy Expressions

 Wordy Concise

at this time now

date of the policy policy date
in most cases usually
in order to to
in some cases sometimes
due to the fact that because
for the reason that because
from the point of view of as
 EXERCISE
Wordy: She bought desks that are
of the executive type.
 Concise:She bought executive-
type desks.
a. Include only relevant statements.
 Stick to the purpose of the message.
 Prune irrelevant words and rambling sentences.
 Omit information obvious to the receiver.
 Avoid long introductions, unnecessary
explanations.
 Get to the important point tactfully and
concisely.
 Wordy:
We hereby wish to let you know that we fully
appreciate the confidence you have reposed in
us. [ 18 words]
 Concise:
We appreciate your confidence in us.[ 6 words]
 Avoid unnecessary repetition.
Sometimes repetition is necessary for emphasis.
But when the same thing is said two or three times
without reason, the message becomes wordy and
boring.
 Use a shorter name after you have mentioned the long
one once: “University of Central Punjab” , “ UCP” and
afterwards use “it”.
 EXERCISE
 Cut out all needless repetition of phrases and
sentences. e.g
Will you ship us sometime, anytime during the
month of October, or even November if you are
rushed, for November would suit us just as
well, in fact a little better, 300 of the regular 3_
by 15_inch blue felt armbands with white sewn
letters in the center. [ 49 words]
 Please ship parcel post, before the end of
November, 300 regular 3- by 15- inch blue felt
armbands with white sewn letters in the center.
[ 25 words]
3. CONSIDERATION

 Emphasize positive, pleasant facts.

 Apply integrity and ethics.

Apply integrity with persons outside the

organization.
Let your receiver know you are doing
something for their interests.
 Focus on “you” instead of “I” and “We”.
 We-Attitude You-Attitude

 I want to send my  Congratulations to you on

congratulations for…… your…….

 We pay 8% interest on…  You earn 8% interest

on….
 We-attitude.
May I take this opportunity to express my
thanks for the account you really opened with
our store. We are pleased to furnish a wide
variety of products for the home or individual
customers.
 You-attitude.
Thank you for the account you recently
opened at Bekinson’s. Serving you with your
needs for clothing and home furnishings is a
pleasure.
4. CONCRETENESS

 Use specific facts and figures.

Whenever you can, substitute an exact

statement or a figure for a general word to
make your message more concrete and
convincing.
 General word Concrete

 This computer  This computer types 400

reproduces campaign personalized 150-word
letters fast. campaign letters in one
hour.
 These brakes stop a car
 These Goodson power
within a short distance. brakes stop a 2-ton car
traveling 60-miles an
hour, within 240 feet.
 Put Action in your Verbs.

Use Active versus Passive voice.

Use Actions in Verbs, not in Nouns.

 Passive Active

 Tests were made by us.

 We made tests.
 A full report will be sent to
 The supervisor will send
you by the supervisor. you a full report.
 These figures are
 The research department
checked by the research checks these figures.
department.
Choose vivid, image-building words
Colorless Vivid

 The camera has a system  The SONY camera has a

that gives you good UNIQUELY precise
pictures. metering system that
assures you PROPERLY
exposed, true-color
pictures.
5. COURTESY

 Be tactful instead of blunt and show

thoughtfulness and appreciative efforts.

 Omit expressions that Irritate,Hurt,Belittle.

 Tactless Tactful

 Your letter is not clear at  If I understand your letter

all; I can’t understand it. correctly,……..

 Obviously, if you’d read  Sometimes policy

your policy carefully, wording is a little hard to
you’d be able to answer understand. I am glad to
these questions yourself. clear up these questions
for you.
6. CLARITY

 Choose short,familiar,conversational words.

 Choose effective sentences,paragraphs and

topic sentence to express main idea.

 Include examples, Illustrations and other visual

aids when desirable.
 Unfamiliar Familiar

 After our perusal of  The data we studied

pertinent data the show that your property is
conclusion is that a profitable and in high
lucrative market exists for demand.
the subject property.
7. CORRECTNESS

 Use right level of language ,that is, Formal

Language.
 Check accuracy of figures and facts.
 Maintain acceptable writing mechanics.
Refer Dictionary
Use computerized speller
Double check for any careless omissions.
 Formal Informal

 Anticipate  Expect
 Endeavor  Try
 Interrogate  Ask
 Utilize  Use