Topic 4: Adapting your words to your

audience (part 2)

BUS 251
Course Instructor: LkK
 Chp 3 (Lesikar’s)
Nondiscriminatory Writing

⚫ Use gender neutral words.

◦ Three ways to avoid Masculine pronouns:

1. Reword the sentence:

“When a customer needs service, it is his right to ask for it”
“If a customer pays promptly, he is placed on our preferred list”

2. Make the reference plural: them/they/their

“If customers pay promptly, they are placed on our preferred list”

3. Use both or a substitute :

“When one needs service, he/she has the right to ask for it”
“A supervisor is not responsible for such losses if s/he is not negligent”
⚫ Nondiscriminatory Writing-
◦ Avoid words derived from masculine words-

● Man-made
● Manpower
● Businessman
● Fireman
● Cameraman
● Freshman
⚫ Nondiscriminatory Writing-

◦ Avoid words that lower status by gender:

◦ First name/last name

◦ Poet not poetess
◦ Author not authoress
◦ Lawyer not lady lawyer
⚫ Nondiscriminatory Writing-

◦ Avoid stereotyping by race, nationality or sexual orientation

“ A neatly dressed Hispanic”

“Italians are mafia members”
“Gay men are perfectionists”

✔ Ask yourself: how would you feel if you were a minority??

✔ Use these words only when its necessary.
⚫ Nondiscriminatory Writing-

◦ Avoid words that stereotype Age- “senior citizens”, “Baby Boomers”, “Young”
etc.

◦ Avoid words that typecast those with disabilities- “handicapped”, “retarded”,

“the disabled” etc.
 Chp 4 (Lesikar’s)
Economize on words
⮚ Surplus words:

“ It is essential that we take the actions that are necessary to correct the problem”

“Sales can be detected to have improved over last year”

“His performance was good enough to enable him to qualify for the promotion”

“The chairperson is engaged in the activities of preparing the program.”

“The president is of the opinion that the tax was paid”

 Economize on words

⮚ Unnecessary repetition of words & ideas-

“You should study all new innovations in your field”

“The job requires a minimum of at least three years of experience”

“We expect to deliver the goods in the event that we receive the money”

“The consensus of opinion is that the tax is unfair”

 Manage Emphasis on Sentence Design

⮚ Independent and dependant clauses-

The company lost money last year. The loss occurred despite records sales.”

“and”- emphasis on both sentences

“Although” (when placed before the first sentence)- emphasis on lost money.
“although” (when placed after the first clause)- emphasis on sales increase.

**See Page 188 of your book for the example.

 Using A Conversational Style
Chp 5 (Bovee’s)
Understanding the difference between texting and

Creating conversational Tone

writing

Avoid stale and pompous language

Avoid preaching and bragging

Be careful with intimacy

Be careful with humor

 Controlling your Style and Tone:

Using A Conversational Style:

⚫ Choose the right level of formality- Less/More???

“I hereby acknowledge receipt of your July 7 letter.”

“Please be advised that, with regard to above invoice, a payment of $312 has been
credited to your account.”

✔ Create a balance between formal and conversational depending on the situation.

How to build credibility for a stronger
relationship with your audience
 Building Strong Relationship: Chp 5 (Bovee’s)
Honesty

To build, maintain or repair

Objectivity

Awareness of audiences needs

credibility
Credentials, knowledge and expertise

Endorsement

Performance

Sincerity
 Chp 5 (Lesikar’s)
Using the You-Viewpoint

https://www.youtube.com/watch?v=DBPPLH_EaqA
 Chp 5 (Lesikar’s)
Accentuating the Positive
⚫ Use positive words-

“Your negligence in this matter caused the damage to the equipment.”

“We regret that we must call your attention to our policy of prohibiting refunds for
merchandise bought at discount.”

⚫ Focus on what you “can” do rather than “can’t”-

“You can’t smoke in NSU premises.”

“You cannot visit the plants except on Saturdays.”

Exercises from the BOOK!! Pg 111

 Chp 5 (Lesikar’s)
Using the You-Viewpoint

⚫ https://www.youtube.com/watch?v=HaOD1GHQriU

You v/s We ?? Both can be used for both of point of views. (examples- page 100)
“We will do whatever we can to protect your investment.” (View??)
“If you do not pay by the 15th, you must pay penalty.” (View?)

“Company policy requires that you submit the warranty within two weeks of sale.”
“Today, we are shipping the goods you ordered February 3.”

Exercises from the BOOK !! Pg 110

Ethical issues???
Practise the followings:(Chp 5 Bovee's)
pg 197-199:

26,27,29,30,31,34,35, 36-45, 60-63, 85-89