1

Business
Communication
 2
Consideration
Dear Mr. Naeem

We have been pleased to sell fine furniture items

for more than two decades. We supply the finest
products to customers from all over the country.
We are proud to be the only dealer in this area
for both the AB & Co and BC & Co. Our record
shows at least a ten percent increase in sales
every year since Classic furniture was founded
in 1965.
 3
Consideration
•• Consideration
Consideration means
means writing
writing every
every letter
letter with
with your
your
reader
reader inin mind.
mind. ItIt also
also means
means acting
acting onon the
the ‘you
‘you
attitude’.
attitude’. When
When wewe put
put ourselves
ourselves inin our
our reader’s
reader’s place,
place,
we
we are
are considerate.
considerate. WeWe cancan understand
understand our our reader’s
reader’s
desires,
desires, problems,
problems, circumstances
circumstances and and emotions.
emotions. This
This
thoughtful
thoughtful consideration
consideration isis exactly
exactly ‘you
‘you attitude’.
attitude’. Three
Three
specific
specific ways
ways to
to indicate
indicate consideration
consideration are:
are:


Focus
Focus on
on ‘you’
‘you’ instead
instead of
of ‘I’
‘I’ and
and ‘we’.
‘we’.

Show
Show audience
audience benefits
benefits or
or interest.
interest.

Emphasize
Emphasize positive,
positive, pleasant
pleasant facts.
facts.
 4
Consideration
Focus
Focus on
on ‘you’
‘you’ instead
instead of
of ‘I’
‘I’ and
and ‘we’
‘we’
•• For
For writing
writing considerate
considerate message,
message, think
think how
how your
your reader
reader
will
will benefit
benefit from
from your
your messages.
messages. ForFor example.
example.
•• ‘I’
‘I’ or
or ‘We’
‘We’ attitude:
attitude: wewe are
are delighted
delighted to
to inform
inform
you…..
you…..
•• ‘You’
‘You’ attitude:
attitude: you
you will
will be
be pleased
pleased to
to know…….
know…….

We
We are
are pleased
pleased to to have
have youyou asas aa new
new student
student at at
Business
Business College.
College. We We offer
offer many
many advantages
advantages toto our
our
students.
students. We
We have
have the
the latest
latest equipment
equipment inin our
our labs.
labs. We
We
have
have the
the latest
latest equipment
equipment in in our
our classrooms,
classrooms, and
and our
our
faculty
faculty and
and staff
staff are
are among
among the the most
most dedicated
dedicated inin the
the
country.
country. WeWe areare very
very proud
proud of of our
our 100
100 percent
percent
placement
placement rate
rate for
for our
our graduates.
graduates.
 5
Consideration
Show
Show audience
audience benefits
benefits or
or interest.
interest.
•• Your
Your reader
reader is
is likely
likely to
to response
response positively
positively when
when you
you
show
show them
them benefits.
benefits. Even
Even in in conveying
conveying unfavorable
unfavorable
message
message to to your
your reader,
reader, you
you cancan plan
plan itit in
in aa way
way the
the
reader
reader finds
finds some
some benefit
benefit in
in it.
it.

Emphasize
Emphasize positive,
positive, pleasant
pleasant facts.
facts.
•• Another
Another way
way toto show
show ‘you
‘you attitude’
attitude’ for
for your
your reader
reader is
is to
to
present
present facts
facts in
in aa positive,
positive, pleasant
pleasant way.
way. For
For example;
example;
 6
Consideration
Dear
Dear Mr.
Mr. Tariq,
Tariq,
I’m
I’m sorry
sorry that
that we
we are
are presently
presently out
out ofof stock
stock of
of Black
Black
Hand
Hand bags
bags and
and will
will be
be unable
unable to
to fill
fill your
your order
order at
at this
this
time.
time.
An
An order
order has
has been
been placed
placed with
with the
the manufacturer
manufacturer in
in the
the
color
color you
you want,
want, we
we will
will receive
receive shipment
shipment after
after then
then
days.
days.
II trust
trust this
this delay
delay will
will not
not inconvenience
inconvenience you.
you.
Yours
Yours very
very sincerely,
sincerely,
 7
Consideration
Dear
Dear Mr.
Mr. Tariq,
Tariq,
Thank
Thank you
you for
for ordering
ordering aa black
black hand
hand bag.
bag.
The
The color
color you
you chose
chose proved
proved to to be
be very
very popular,
popular, and
and we
we
quickly
quickly sold
sold all
all we
we had
had in
in stock.
stock. However,
However, we’ve
we’ve placed
placed aa
rush
rush order
order for
for more
more and
and are
are promised
promised delivery
delivery within
within ten
ten
days.
days. Yours
Yours will
will be
be shipped
shipped the
the same
same day
day our
our new
new supply
supply
arrives.
arrives.
II know
know you’ll
you’ll be
be delighted
delighted with
with the
the unique
unique carry-on
carry-on hand
hand
bag
bag Mr
Mr Hassan.
Hassan. It’s
It’s not
not only
only very
very handsome,
handsome, but
but incredibly
incredibly
inexpensive.
inexpensive.

Your
Your very
very sincerely,
sincerely,
 8
Completeness
•• A
A business
business message
message is is complete
complete when
when itit contains
contains all
all facts
facts that
that
the
the reader
reader or
or listener
listener needs
needs for
for the
the reaction
reaction you
you desire.
desire. Senders
Senders
and
and receivers
receivers are
are influenced
influenced by by their
their background,
background, viewpoint,
viewpoint,
needs,
needs, experience,
experience, attitude,
attitude, status
status and
and emotions.
emotions. Because
Because of of their
their
difference,
difference, the
the receiver
receiver needs
needs toto be
be sure
sure that
that he
he has
has included
included all
all
relevant
relevant information.
information. Completeness
Completeness is is closely
closely related
related to
to clarity.
clarity.
 9
Completeness
Provide
Provide all
all necessary
necessary information.
information.
•• Your
Your reader
reader needs
needs to
to know
know how
how much,
much, what
what size,
size, what
what type,
type, and
and
other
other details.
details. To
To achieve
achieve this,
this, your
your message
message should
should answer
answer the
the
“five
“five Ws
Ws and
and one
one H”.
H”.
Answer
Answer all
all questions
questions asked.
asked.
•• Replying
Replying to to an
an inquiry
inquiry or
or request,
request, answer
answer all
all questions
questions asked,
asked,
and
and even
even anticipate
anticipate the
the reader’s
reader’s reaction
reaction by
by providing
providing other
other
relevant
relevant information.
information.

Give
Give something
something extra
extra when
when desirable.
desirable.
•• Sometimes,
Sometimes, asas an
an intelligent
intelligent writer,
writer, you
you know
know what
what your
your reader
reader
may
may need
need to
to know
know about
about any
any certain
certain thing.
thing. In
In this
this case
case you
you must
must
include
include anything
anything that
that is
is of
of your
your reader’s
reader’s benefit.
benefit.
 10
Completeness
Dear
Dear Mr.
Mr. Naeem,
Naeem,
WE
WE are
are setting
setting up
up our
our new
new course
course progamme
progamme onon Monday,
Monday, Aug
Aug
21.
21. We
We should
should very
very much
much like
like to
to have
have you
you as
as our
our guest
guest speaker.
speaker.
Our
Our members
members have
have aa particular
particular interest
interest in
in hearing
hearing aa talk
talk on
on “How
“How
to
to give
give better
better presentation.”
presentation.” AsAs aa matter
matter ofof fact,
fact, wewe are
are all
all
interested
interested in
in finding
finding out
out how
how wewe could
could help
help ourselves
ourselves with
with our
our
presentation
presentation problems.
problems. Our
Our progamme
progamme callscalls for
for aa fifty
fifty minutes
minutes
presentation
presentation by
by the
the speaker,
speaker, but
but you
you may
may take
take more
more or or less
less time
time
as
as you
you wish.
wish.
II hope
hope you
you can
can accept
accept this
this invitation.
invitation. If
If you
you can,
can, II shall
shall write
write you
you
again
again giving
giving you
you all
all the
the details;
details; time,
time, place
place andand complete
complete
progamme
progamme plans.
plans.
Cordially
Cordially yours,
yours,
 11
Concreteness
•• Concreteness
Concreteness means
means that
that aa message
message isis specific,
specific, definite
definite and
and
vivid.
vivid. If
If aa message
message lacks
lacks these
these qualities,
qualities, itit will
will be
be vague
vague and
and
general.
general. To
To achieve
achieve concreteness
concreteness ,denotative
,denotative words
words will
will be
be used
used
instead
instead ofof connotative
connotative words.
words. ByBy using
using concrete
concrete facts
facts and
and
figures,
figures, you
you can
can make
make your
your reader
reader show
show exactly
exactly what
what isis required
required
or
or desired.
desired. Concrete
Concrete messages
messages are
are more
more richly
richly textured.
textured. They
They
avoid
avoid vagueness.
vagueness.
 12
Concreteness
1.
1. Use
Use specific
specific facts
facts and
and figures
figures
Always
Always use
use specific
specific facts
facts and
and figures
figures in
in your
your messages.
messages. For
For
example:
example:
Vague:
Vague: Please
Please send
send us
us the
the following
following items
items by
by the
the end
end of
of this
this
month.
month.
Clear:
Clear: The
The following
following items
items should
should reach
reach us
us on
on or
or before
before 21st
21st
August.
August.
 13
Concreteness
Active
Active verbs
verbs also
also make
make sentence
sentence specific,
specific, personal
personal and
and concise.
concise.
1.
1. Specific.
Specific. “The
“The chief
chief executive
executive decided”
decided” is
is more
more explicit
explicit than
than “A
“A
decision
decision has
has been
been made.”
made.”
2.
2. Personal.
Personal. “You
“You will
will note”
note” is
is both
both personal
personal and
and specific;
specific; “it
“it will
will
be
be noted”
noted” is
is impersonal.”
impersonal.”
3.
3. Concise.
Concise. The
The passive
passive requires
requires more
more words
words and
and thus
thus slows
slows both
both
writing
writing and
and reading.
reading. Compare
Compare “Figures
“Figures show”
show” with
with “it
“it is
is shown
shown
by
by figures.”
figures.”
4.
4. Emphatic.
Emphatic. Passive
Passive verbs
verbs dull
dull action.
action. Compare
Compare “The
“The students
students held
held
aa contest”
contest” with
with “a
“a contest
contest was
was held
held by
by the
the students.”
students.”
 14
Concreteness
1.
1. When
When you
you want
want to
to avoid
avoid person,
person, blunt
blunt accusations
accusations or
or comments.
comments.
2.
2. When
When you
you want
want toto stress
stress the
the object
object of
of the
the action.
action. “You
“You are
are
invited”
invited” is
is better
better than
than “we
“we invite
invite you”
you”
3.
3. When
When the
the doer
doer isn’t
isn’t important
important in
in the
the sentence.
sentence. “You
“You were
were asked
asked
to
to take
take their
their seats”.
seats”.

Use
Use verbs
verbs instead
instead of
of nouns.
nouns.
 15
Concreteness
Action
Action in
in the
the verb:
verb:
This
This office
office collects
collects bad
bad debts.
debts.
Put
Put action
action in
in verb,
verb, not
not in
in infinitive.
infinitive.