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Seven Cs of


Principles of communication
7 Cs help you with?

How to bring effectiveness to your

verbal communication
7 Cs are…
1. Completeness
2. Conciseness
3. Consideration
4. Concreteness
5. Clarity
6. Courtesy
7. Correctness
1. Completeness
For achieving completeness:
1. Provide all necessary information (Who?
What? When? Where? Why? How?)
2. Answer all questions asked (look for
questions, locate them and then answer
them precisely)
Two types of questions ( Stated and Implied)
3. Give something extra when desirable and
1. Completeness
I’m new to the city and would like to consider
joining your club. As I will be visiting your
club within the month, will you please tell
me where the next meeting will be held.
Incomplete Question
Please fax in return the departures from
Singapore to Hong Kong on the 8th
(Complete it)
2. Conciseness

What you have to say in the fewest

possible words without sacrificing the
other C qualities. A concise message is
complete without being wordy.
2. Conciseness
1. Eliminate wordy expressions
To save the time of both sender and
 At this time- Now
 Due to the fact that-because
 Have need for-need
2. Conciseness
2. Include only relevant material
Stick to purpose of the message
Delete irrelevant words and confused
Delete information obvious to the receiver,
if you feel it is important to remind the
audience of known (familiar) information,
subordinate the known information.
2. conciseness
We hereby with to let you know that our
company is pleased with the confidence
you have reposed in us.
We appreciate your confidence.
2. Conciseness
3. Avoid unnecessary repetition
Use shorter name after you have
mentioned the long one once
 use pronouns or initials rather than repeat
the long names
Cut out all needles repetition of phrases
and sentences
2. Conciseness
Will you ship us something, anything during the
month of October would be fine, or even
November if you are rushed (November would
suit us just as well in fact a little bit better) 300 of
the regular 3-by 15-inch blue felt armbands with
white sewn letters in the centre.
Thank you in advance for sending these along to us
by parcel post and not express as express, is too
2. Conciseness
Please ship parcel post before the end of
November 300 regular 3-by 15-inch blue felt
armbands with white sewn letters in the
3. Consideration
Consideration means preparing every
message by keeping the receivers in
Put yourself in your place
You are considerate, you don’t lose your
You don’t accuse
You cant charge them without facts
3. Consideration
By keeping in mind the above attributes
you will develop “you’ attitude (empathy,
human touch)
You Attitude: keep in mind the receiver like
and as well as unlike of the receiver. You
attitude play an important rule in
business organization.
3. Consideration
Focus on ‘you’ instead of ‘I’ and ‘we’ to create
consideration, audience oriented message,
focus on hw message receiver will benefit,
what they will receive of what they want or
need to know.
We-attitude: I am delighted to announce
that we will be extending our hours to
make shopping more convenient.
You-attitude: you will be able to shop
evenings with the extended hours.
3. Consideration
Exceptions DO NOT use “you’:
1. Sarcastic of negative information.
Tactless: “You failed to enclose the check” More
Tactful: Apply passive voice “the check was not
2.Show audience benefit or interest in the receiver,
audience may react positively when benefits are
shown to them.
 Benefits must meet their needs, address their
concern, or offer them reward.
 Merely just inserting “you” doesn’t ensure the
you attitude.
3. Consideration
3. Emphasis on positive pleasant facts.
Stress on what can be done instead of what can
not be done.
You failed to enclose the check in the envelop.
Your check wasn’t enclosed.
Negative unpleasant: we don’t refund if the
returned item is soiled and unassailable.
Positive pleasant: we refund when the return item
is clean.
Positive words to people react favorably
Benefit, Cordial, happy, help, generous, loyal,
pleasure, thanks, thoughtful.
Words with negative connotation that
often allow unfavorable reaction are:
Blame, complaint, failed, fault, negligence,
regret, reject, trouble, unfair.