1. four chapter © 2015 McGraw-Hill Education.

2. 4-2 Using an Appropriate Style chapter four

3. 4-3  Adapt your style.  Use simple, familiar words.  Use clichés, acronyms and technical terms with caution.  Use active verbs.  Use words that don’t discriminate. Learning Objectives

4. 4-4  Learn everything possible about your readers. Consider... – how they think – what they know – their education level and vocabulary – their values – their culture  Then write directly to them. Adapting Style

5. 4-5  Shorten  Do  About  Find out  Begin  Much  Decide  Harmful Abbreviate Accomplish Approximately Ascertain Commence Considerable Determine Detrimental Long, Unfamiliar WordsShort, Familiar Words Be Familiar

6. 4-6  She really threw me under the bus when she told the boss I was responsible for the missed deadline.  Our company experienced a paradigm shift after adopting Six Sigma.  The new branding strategy elevates our brand.  Our new writing consultant is a great resource that we can leverage on our next campaign. Avoid Clichés

7. 4-7 Example: Social Security’s technical language is misunderstood by outsiders. Be Accessible Original VersionImproved Version Has sufficient quarters of coverage to acquire an insured status. Has worked long enough (under Social Security) to become insured. Survivors’ benefitsFamily insurance payments Covered employmentA job covered by Social Security Deceased wage earnerWorker who has died To file a claimTo apply for insurance payments Aged workersWorkers past 65

8. 4-8  ROI  FTC  CFO  IPO  IT  RFP  EOD  Return on Investment  Federal Trade Commission  Chief Financial Officer  Initial Public Offering  Information Technology  Request for Proposal  End of Day What do these letters mean? Avoid Acronyms

9. 4-9  The committee (comprises) (constitutes) representatives from all four sales districts.  This building site cost a large (sum) (amount) of money.  She was (notorious) (noted) for her concern for the poor.  We found no evidence that would (cause) (enable) us to support him.  The management of this store is independent (of) (from) the main office. Be Precise

10. 4-10 Concrete Words AbstractConcrete We have found that this technique is successful. Our research shows that 87 percent of those using this technique are successful. Your department may hire some new employees. Your department may hire three new stock clerks. We will ship your order soon.We will ship the Moss No. 41 desk sets you ordered October 12 by Arrow Freight on October 15. Each of the branch managers will receive a substantial pay raise. Each of the branch managers will receive a 15 percent pay raise. This procedure requires a constant low temperature. This process requires a constant temperature of 10 degrees centigrade.

11. 4-11 Be Appropriate InappropriateAppropriate The retailer needs to change it’s marketing plan. The retailer needs to change its marketing plan. We have contacted our ad agency about they’re billing. We have contacted our ad agency about their billing. I could use some advise on how to handle this client issue. I could use some advice on how to handle this client issue. That was a nice complement— thank you. That was a nice compliment— thank you. You will be the authority about business writing. You will be the authority on business writing.

12. 4-12 Be Active InappropriateAppropriate The retailer needs to change it’s marketing plan. The retailer needs to change its marketing plan. We have contacted our ad agency about they’re billing. We have contacted our ad agency about their billing. I could use some advise on how to handle this client issue. I could use some advice on how to handle this client issue. That was a nice complement—thank you. That was a nice compliment—thank you. You will be the authority about business writing. You will be the authority on business writing.

13. 4-13 classify compute explore inform negotiate observe represent CamouflagedStrong make a classification make a computation conduct an exploration provide information engage in negotiation make an observation provide representation Be Strong

14. 4-14  Use gender-neutral words.  Avoid words that stereotype by – race. – nationality. – sexual orientation. – age. – disability. Don’t Discriminate

15. 4-15  Limit sentence content.  Economize on words.  Determine emphasis in sentence design.  Give the sentences unity.  Word sentences logically. Clear Sentences