Chap 004

McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
chapter
four
Using An Appropriate
Style
“Choosing the best words depends on your goal and your readers.”
4-2
Selecting Appropriate Words
• Use familiar words.
• Use slang and popular clichés with caution.
• Prefer short words.
• Use technical terms and acronyms with caution.
• Use concrete language.
• Prefer active verbs.
• Avoid camouflaged verbs.
• Select words for precise meanings.
• Avoid discriminatory wording.
4-3
Use slang and popular clichés
with caution.
• We’ll develop a branding strategy that pushes
the envelope.
• This decision is a no-brainer.
• We’ve brought in the low-hanging fruit; now
we need to reach out to more difficult
prospects.
• Let’s develop a dog-and-pony show that our
sales people can take around to different B2B
suppliers.
4-4
Use initials and acronyms
with caution.
What do these letters mean?
RFID  Radio Frequency Identification
FTC  Federal Trade Commission
CD  Certificate of Deposit/Compact Disc
IPO  Initial Public Offering
RV  Recreational Vehicle
NATO  North Atlantic Treaty Organization
IRS  Internal Revenue Service
4-5
Avoid discriminatory wording.
• Use gender-neutral words.
• Avoid words that stereotype by
– race.
– nationality.
– sexual orientation.
• Avoid words that stereotype by age.
• Avoid words that typecast those with
disabilities.
4-6
Writing Clear Sentences
• Limit sentence content.
• Economize on words.
• Determine emphasis in sentence design.
• Give the sentences unity.
• Word sentences logically.
4-7
Sentence Emphasis
• Write sentences that give their contents
proper emphasis.
• Short sentences stand out (an item standing
alone gets emphasis).
• Long sentences de-emphasize content (the
two or more items share emphasis).
4-8
Writing Clear Paragraphs
• Give the paragraphs unity.
• Keep paragraphs short.
• Make good use of topic sentences.
• Leave out unnecessary detail.
• Make paragraphs coherent.
4-9
Contrasting Pages: Long Paragraphing versus Short
Paragraphing
Heavy paragraphs make the Short paragraphs give well-

writing appear to be dull and organized effect -- invite the
difficult. reader to read.
Writing for a Positive Effect
• Use a conversational style.

• Cut out rubber stamps.
• Use the you-viewpoint.
• Accent the positive.
4-11
Use a conversational style.
Stiff and Dull Conversational
Reference is made to your March Please refer to your March 16
16 letter, in which you describe letter, in which you tell how to file
the approved procedure for a claim.
initiating a claim.
Enclosed herewith is the brochure Enclosed is the brochure you
about which you make inquiry. asked about.
I shall be most pleased to avail I’ll gladly follow your suggestion if
myself of your kind suggestion the price falls.
when and if prices decline.
Cut out rubber stamps.
• At an early date • As per
• Attached please find • Neither here nor there
• Complying with your favor of • A good man is hard to find
• Due to the fact • You’d better believe
• Hit the road • Let her hair down
• Bite the hand that feeds you • Rat race
• Take it with a grain of salt • Thanking you in advance
• Too many irons in the fire • Couldn’t care less
4-13
Use the you-viewpoint.
We: Our policy requires that you pay by the 10th of the
month in order to earn the discount.
You: You can earn the discount by paying by the 10th of the
month.
We: We are offering a special discount to all our loyal
customers.
You: As a loyal customer, you will receive a special discount.
We: Send us your check for $741 today so that our books will
show you as current.
You: Will you please keep your account current by sending
your check for $741 today?
4-14
Accent the positive.
Negative: Your misunderstanding of your policy prompts your
accusation that we are at fault.
Positive: Section 3 of your policy makes us responsible only
when we service the equipment.
Negative: I regret the inconvenience caused you by the
breakdown of the equipment.
Positive: The repaired equipment should give you years of
good service.
Negative: We must refuse your request to use our equipment.
Positive: As we are a state office, our equipment can be used
for government purposes only.
4-15
Accent the positive with proper emphasis
(placement).
Emphasis by Position
beginning and
beginning and ending of the
ending of the paragraph
message
beginning and
ending of the
sentence
Accent the positive with
proper emphasis (space).
Emphasis by Volume
Topic A receives
Topic A more space than
Topic B -- thus more
emphasis.
Topic B

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McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.

Heavy paragraphs make the Short paragraphs give well-

• Use a conversational style.

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