If we would have the same

tough encounter in
business writing like
WORDLES, would we like to
go ahead and write?
NO!
Mechanics in Business
Writing
• A job seeker’s success in the marketplace
depends on innumerable variables, but
hiring managers say that excellent
communications skills are at the top of
their lists when searching for new
employees.
• it’s simply the usage of the best
words for getting your point across.
• Words are powerful tools and when
used correctly, they’re all you need
to compel your audience to action

1. Diction
Example:
• A car dealership might write an ad where they say they can
“ensure” a great deal on a used vehicle, but if they wrote
“insure,” the audience would think they were talking about auto
insurance. “Ensure” means guarantee, while “insure” means to
protect.
One little letter can make a big difference?

Misused words
Vague words are weak and can lead to
situations where the audience isn’t sure of
your intent.

For example:
“Our product does plenty of stuff”

It is a weak sentence because the audience

wants to know exactly what the product
can do.

Ambiguous Words
• use descriptive word choice that give the audience
a clear idea about the ideas you want to convey.
Using an ambiguous word leaves too much room
for interpretation
• A poor sentence like “Our product is good” could
mean any number of things—it could mean the
product is effective, it could mean the product is a
good value, it could even mean the product is
delicious.
• Leaving it up to the audience to decide is a risky game to
play.

• For some people, the word “good” is enough to make a

positive connection, while other audiences might think
that “good” is step below “great” or “excellent.”

• Use words with vivid, clearly defined value, such as

“inexpensive,” “gorgeous,” or “durable.”
 • the word “youth” has positive overtones relating to both
childhood and vitality. Meanwhile, “juvenile” may
technically mean the same thing, but it can also have
negative connotations relating to immaturity. If you were
advertising a health and beauty product, you would talk
about how it leaves you with a “youthful appearance,”
not a “juvenile appearance;” the latter would simply
imply that you look childish.

Words with negative

connotations
• Pronouns make communication quicker and easier, but when there
are multiple subjects being discussed, 
pronouns can easily be misunderstood.

For example:
“Dr. Macklin often brings his dog Champion to visit with the
patients. He just loves to give big, wet, sloppy kisses!”

• The dog is the one giving the kisses, but the uses of the “he”
pronoun makes it sound like it could be the doctor giving the
kisses instead!

Pronoun
confusion
Simply write:
“Champion just loves to give big, wet, sloppy kisses!”

However, since you want your business writing to make an

impression, consider a choice of more descriptive words
than pronouns or proper names.

“Our friendly, furry pup just loves to give big, wet, sloppy
kisses!”
The words you use should match the vocabulary of
your target audience; keep in mind that the wider
your audience, the less colloquialisms you can
effectively use.

Colloquialism
• Consider advertisements for national soft drink
companies like Coke and Pepsi. You never hear
them called “pop” or “soda” or any other
regional term.
• For the most part, these companies are so big that
they can use the brand name itself as the de facto
descriptor for their product. If need be, they will
use broad terms such as “drink” or “beverage”
that will be clear for any audience, despite region
or age.
• Jargon is often unavoidable in business writing because
you need to give your audience all of the information
necessary to make an informed decision.
• However, there is a time and place for it; you don’t want
to use jargon in your brand’s message or slogan, but you
would include it in a list of specs and features. And when
you do use jargon, you want to follow it with an
explanation in layman’s terms, whenever possible.

Jargon
• Advertising and business writers sometimes have
a tendency to exaggerate. We all want our
product or service to sound appealing, and that
desire sometimes makes us go a bit overboard
and use words like “ultimate” or even call a
product “inexpensive” when it’s actually quite
pricey.

Misleading words
• Most important of all, your persuasive
writing has to be in tune with your brand
identity and target audience; word choice
that goes against these can easily lead to
brand confusion.

For example:
1. A high-end jewelry store targeting
upscale consumers would use formal
language, while an accessories boutique
for young girls would use slang. Calling
a diamond bracelet “cute” would be just
as confusing to the audiences as
referring to a plastic bracelet as
“elegant.”
Words that go against your brand
identity or target audience
• The hardest part of choosing the right word
is trying to get it right the first time.
Nobody is perfect and the best strategy is
always to write first, then edit later.

In conclusion…
• Use a comma before a coordinating
conjunction (and, or, but, for, nor, and so)
to separate a compound sentence. A
common mistake is using a comma to
separate the elements of a compound
subject or predicate of only two elements.

2. Punctuations
 • The correct manner in which to join two
independent clauses with a conjunctive adverb is
to use a semi-colon before the adverb and a
comma after.
“Content is important; however, grammar is
equally critical in producing an excellent
document.”