2. “Choosing the best words depends on your goal and your readers.”
four
Using An Appropriate Style
“Choosing the best words depends on your goal and your readers.”

3. 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. 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.

5. Use initials and acronyms with caution.
What do these letters mean?
RFID
FTC CD
IPO RV
NATO
IRS
Radio Frequency Identification
Federal Trade Commission
Certificate of Deposit/Compact Disc
Initial Public Offering
Recreational Vehicle
North Atlantic Treaty Organization
Internal Revenue Service

6. 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.

7. Writing Clear Sentences
Limit sentence content.
Economize on words.
Determine emphasis in sentence design.
Give the sentences unity.
Word sentences logically.

8. 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).

9. Writing Clear Paragraphs
Give the paragraphs unity.
Keep paragraphs short.
Make good use of topic sentences.
Leave out unnecessary detail.
Make paragraphs coherent.

10. Contrasting Pages: Long Paragraphing versus Short Paragraphing
Heavy paragraphs make the writing appear to be dull and difficult.
Short paragraphs give well-organized effect -- invite the reader to read.

11. Writing for a Positive Effect
Use a conversational style.
Cut out rubber stamps.
Use the you-viewpoint.
Accent the positive.

12. Use a conversational style.
Stiff and Dull
Conversational
Reference is made to your March 16 letter, in which you describe the approved procedure for initiating a claim.
Enclosed herewith is the brochure about which you make inquiry.
I shall be most pleased to avail myself of your kind suggestion when and if prices decline.
Please refer to your March 16 letter, in which you tell how to file a claim.
Enclosed is the brochure you asked about.
I’ll gladly follow your suggestion if the price falls.

13. Cut out rubber stamps. At an early date Attached please find
Complying with your favor of
Due to the fact
Hit the road
Bite the hand that feeds you
Take it with a grain of salt
Too many irons in the fire
As per
Neither here nor there
A good man is hard to find
You’d better believe
Let her hair down
Rat race
Thanking you in advance
Couldn’t care less

14. 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?

15. 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.

16. Accent the positive with proper emphasis (placement).
Emphasis by Position
beginning and ending of the message
beginning and ending of the paragraph
beginning and ending of the sentence

17. Accent the positive with proper emphasis (space).
Emphasis by Volume
Topic A receives more space than Topic B -- thus more emphasis.
Topic A
Topic B