1. Consideration Focus on “you” instead of “I” and “We”
Show audience benefit or interest in the receiver
Emphasize positive, pleasant facts

2. 20%EXCEPTIONAL SITUATION
You failed to enclose your check in the envelop.
CONSIDERATE: The check was not enclosed. (passive voice)
CONSIDERATE: The envelop we received did not have a check in it. (depersonalized)
Your contract tells you plainly that…..
CONSIDERATE: I’m always happy to discuss the contract terms with new employees. (receiver as part of group)
You are completely off base your proposal.
CONSIDERATE: We have differing interpretations of the utility of the proposals. (sender-oriented with acceptance of responsibility)
CONSIDERATE: The proposed plan has three aspects that need clarification. (depersonalized)

3. Show audience benefit or interest in the receiver
Merely inserting the word “you” does not ensure you-attitude as shown in this sentence: “you will be glad to know that we now have a walk-up window open 7-9 A.M. and 3-8 P.M. Every weekday.”
Some readers wonder, “So what?”. The following revised sentence includes reader’s benefit: “you can now take care of your Banking needs at our new Walk-up Window. It is open with a capable teller to serve you 7-9 A.M. and 3-8 P.M. Monday through Friday.”

4. EMPHASIZE POSITIVE, PLEASANT Facts
NEGATIVE-UNPLEASANT POSITIVE- PLEASANT
It is impossible to open As soon as your signature
an account for you today card reaches us ,we will gladly open an. . .
We don’t refund if the we refund when the return
Returned item is soiled and item is clean and resalable.
Unsalable.
When you travel on when you travel on company
Company expenses, you will expense, your approved
Not receive approval for first fare is for tourist class.
Class fare.

5. concreteness Use specific facts and figures Put action in your verbs
Choose vivid, image-building words

6. USE SPECIFIC FACTS AND FIGURES
VAGUE, GENERAL, INDEFINITE CONCRETE, PRECISE
Student GMAT scores are higher. In 1996 the GMAT
scores averaged 600,
by 1997,they had risen to 610.
Eastern Europe is making progress In 1990 investments
In obtaining investments. In eastern Europe were about US $ million. Today that figure has increased by 12 %.
She is a brain. Her grade point average in 1996 was on a 4.0 point scale.

7. Put action in your verbs
Active voice passive voice I eat food. Food is eaten by me. I ate food. Food was eaten by me. I have eaten food. Food have been eaten by me. I am eating food. Food is being eaten by me. I had eaten food. Food had been eaten by me. I will eat food. Food will be eaten by me.

8. Put actions in verbs, not in nouns
ACTION HIDING IN A “QUIET” NOUN ACTION IN VERBS
The function of this office is This office collects
the collection of payments and Payments and compiles
the compilation of statements. Statements.
Professor H. will give professor H. will consider the
consideration to the report. Report.
The proposal has a requirement The proposal requires that ….
for...
Students held the Students met in the office.
meeting in the office.

9. Put action in verbs, not in infinitives
Action Hiding in infinitive Action in the verbs The duty of secretary is to A secretary checks and Is to check all incoming Records all incoming mail Mail and to record it. And keeps the assignment In addition, it is his or her book up to date Responsibility to keep. The assignment Book up to date.

10. Choose vivid, image-building words
Your double chin will be If two chins quarrel for a removed If you use x-products place in your collar then
as directed. X-product will help settle the argument. Only one chin will remain if x Is used as directed.
I felt very good I felt like a cool breeze blowing.

11. Clarity Choose precise, concrete and familiar words.
Construct effective sentences and paragraphs.

12. Choose precise and familiar words
Unfamiliar: after our perusal of pertinent data, the conclusion is that a lucrative market exists for the subject property.
Familiar. The data we studied shows that your property is profitable and in high demand.
The efficacy of hydrochloric acid is indisputable, but the corrosive residue is incompatible with the metallic permanence.
We cannot assume responsibility for the production of toxic and noxious residue with hydrochloric acid and suggest you use an alternative procedure.
Don’t use hydrochloric acid . It eats hell out of the pipes.

14. Construct effective sentences and paragraphs
Unclear. Being an excellent lawyer, I am sure you can help us.
Clear. Being an excellent lawyer. You can surely help us.
Clear. As you are an excellent lawyer, I am sure you . . .
Unclear. His report was about managers, broken down by age and gender.
Clear. His report focused on age and gender of managers.
Clear. His report about managers focused on . . .
Unclear. After planting 10,000 berry plants, the deer came into our botanist’s farm and crushed.
Clear. After our botanist had planted 10,000 berry plants, the deer came into his farm and crushed them.

15. correctness Use the right level of language.
Check accuracy of figures, facts, and words.
Maintain acceptable writing mechanics

16. Use the right level of language
More formal Less formal Participate join Procure get Endeavor try Ascertain find out deem think (believe) edifice building Utilize use Interrogate question

17. Use the right level of language
Substandard More Acceptable Ain’t isn’t, aren’t Can’t hardly can hardly Aim at proving aim to prove Desirous to desirous of Irregardless regardless Stoled stolen Brung brought Should of should have

18. Check accuracy of figures, facts and words
Verify your statistical data.
Double –check you totals
Avoid guessing at laws that have an impact on you. The sender, and your message receiver.

19. Words that confuse
A, an use a before consonants and consonant sounds or a long ‘u’ sound. Use an before vowels or a silent ‘h’.
Accept, except accept is a verb and means to receive. Except is a verb or a preposition and relates to omitting or leaving out.
Anxious, eager Anxious implies worry; eager conveys keen desire.
Between, among Between involves two people or two groups; among, three or more.
Biannually, Biannually means “two times a year” or
Biennially “every 2 years”; biennially, “every 2 years”.

20. Words that confuse
Continual, continuous continual means ”recurring regularly” (lapping ocean waves). Continuous means “without stopping”
Principal, principle principal, as an adjective, means ”chief main”; as a noun, it means “sum of money” or “head of a school”. Principle means “rule” or “basic truth”.