Business Communication
CHAPTER 3
‘ADAPTING YOUR WORDS TO YOUR READERS’
BUS 251: WASIK ALI KHAN
‘ADAPTING YOUR WORDS TO YOUR READERS’
Why do we need to adapt?
THE IMPORTANCE OF ADAPTATION
BUS 251: WASIK ALI KHAN
‘ADAPTING YOUR WORDS TO YOUR READERS’
The Importance of Adaptation
• Different levels of vocabulary, knowledge and values
• They come from different cultures
– Learn about your audience
• Tailor/customise our message to our readers
• Strategically necessary/Sign of consideration for their time and
energy
• Example: Adaptation Illustrated (Page 49)
BUS 251: WASIK ALI KHAN
‘ADAPTING YOUR WORDS TO YOUR READERS’
Adapting to Multiple Readers
• Readers vary widely in terms of education, knowledge and reasons for
reading
• Different readers should be able to find and understand the parts of the
message that are of value to them.
– For example, letter from marketing director to sales manager and
president of a company
• Very important to explain technical words
• Expert readers have the luxury of skimming or skipping
• Main Rule: Choice of words needs to be guided by audience and purpose
BUS 251: WASIK ALI KHAN
‘ADAPTING YOUR WORDS TO YOUR READERS’
The are of word selection
SUGGESTIONS FOR SELECTING
WORDS
BUS 251: WASIK ALI KHAN
‘ADAPTING YOUR WORDS TO YOUR READERS’
Use Familiar Words
• Use ‘plain language’
– [communication audience can understand the first time they read it or
hear it]
•
Endeavour – try, Do – perform, begin – initiate, find out – ascertain, stop –
discontinue
• Difficult words should not be ruled out
• Use them when they fit your purpose and are understandable to
readers
• Comparison (Example): Page 51
BUS 251: WASIK ALI KHAN
‘ADAPTING YOUR WORDS TO YOUR READERS’
Prefer Short Words
• Studies say short words communicate better
– familiarity
– long words leave an impression of difficulty
• Comparison Example: Page 53
BUS 251: WASIK ALI KHAN
‘ADAPTING YOUR WORDS TO YOUR READERS’
Use Slang and Popular Clichés with Caution
• Example
– No worries, that is sick!, for real?
– State of art, cutting edge, world class – moving forward, thought leaders,
best practices
– Give 110%, My bad, At the end of the day
• Helps in being part of “one of them” and adds colour to your language
• But can seem
– Out of date
– Replacement for thinking
– Deters Cross-cultural communication
BUS 251: WASIK ALI KHAN
‘ADAPTING YOUR WORDS TO YOUR READERS’
Use Technical Words and Acronyms Appropriately
• Jargons will start to get familiar at work
– Reduces the need for multiple words
• Acronyms
– Example: TVC/CSR/POP
• Benefit: Signal that you are qualified
• Problems
– Out of context outside of work
– Miscommunication
BUS 251: WASIK ALI KHAN
‘ADAPTING YOUR WORDS TO YOUR READERS’
Use Precise Language: Concrete and Specific
• Good communicators use sharp, clear meanings
• Concrete (not Abstract) and Specific (not Vague)
• Comparison: Abstract – Concrete words (Page 54)
• Comparison: Vague – Specific words (Page 56)
BUS 251: WASIK ALI KHAN
‘ADAPTING YOUR WORDS TO YOUR READERS’
Use Precise Language: Concrete and Specific
• Being specific is not our only concern
• Elicit the right emotional response from audience
– Dismissed, terminated, downsized, separated
– Denotation (Basic meaning same) – Different connotation (Secondary
meaning)
BUS 251: WASIK ALI KHAN
‘ADAPTING YOUR WORDS TO YOUR READERS’
Select words for appropriate usage
• Fewer – less
• Affect – Effect
• Further – Farther
• Continual - Continuous
BUS 251: WASIK ALI KHAN
‘ADAPTING YOUR WORDS TO YOUR READERS’
Prefer Active Verbs
• Comparison: Active – to be (Page 58)
• Comparison: Active – Passive (Page 58)
• Passive at times useful
1.
Avoid Blame
• (The colour design was not specified in your order)
2.
Reduce the importance of the doer
• (The copier has now been replaced)
3.
Performer is unknown
• (During the past year, the equipment has been sabotaged seven times)
4.
Writer does not want to name the performer
•
BUS 251: WASIK ALI KHAN
(Two complaints have been made about you)
‘ADAPTING YOUR WORDS TO YOUR READERS’
Avoid Overuse of Camouflaged Verbs
• The verb describing the action in a sentence take the form of a
noun
– Cancel – Make a cancellation
– Consider – Give consideration to
• Comparison: Camouflaged Verb – Clear Verb (Page 60)
• In line with two previous suggestions
– Use concrete words
– Use active voice
BUS 251: WASIK ALI KHAN
‘ADAPTING YOUR WORDS TO YOUR READERS’
Using discriminatory words means that we do not treat all people with
equal respect.
SUGGESTIONS FOR
NONDISCRIMINATORY WRITING
BUS 251: WASIK ALI KHAN
‘ADAPTING YOUR WORDS TO YOUR READERS’
Use Gender-neutral Words
• Acknowledge Gender diversity
1. Masculine Pronouns for both sexes
– 3 ways to avoid use
–
1.
Reword (Comparison: Sexist – Gender Neutral)
2.
Plural
3.
Gender neutral expressions: One, you, he/she, s/he
Can affect flow of words
BUS 251: WASIK ALI KHAN
‘ADAPTING YOUR WORDS TO YOUR READERS’
Use Gender-neutral Words
2. Words derived from masculine words
– Chairman
– Chair, Presiding officer, Moderator, Chairperson
– Comparison: Sexist – GN
3. Words that lower status
–
Lady lawyer, Actress, Authoress
BUS 251: WASIK ALI KHAN
‘ADAPTING YOUR WORDS TO YOUR READERS’
Avoid Words that Stereotype by Race,
Nationality or Sexual Orientation
• Low income area - African American
• Miserly Indian Family
BUS 251: WASIK ALI KHAN
‘ADAPTING YOUR WORDS TO YOUR READERS’
Avoid words that stereotype by Age
• Example
– Old man, young accountant
BUS 251: WASIK ALI KHAN
‘ADAPTING YOUR WORDS TO YOUR READERS’
Avoid words that Typecast with Disabilities
• Example
– Crippled, Retarded, Handicapped
– Physically challenged
BUS 251: WASIK ALI KHAN
‘ADAPTING YOUR WORDS TO YOUR READERS’
Some Final Words about Words
Businesses and business relationships can be won or lost with one word
choice.
The effort to say what you mean as clearly, readably and appropriately
as you can is effort well spent
BUS 251: WASIK ALI KHAN
‘ADAPTING YOUR WORDS TO YOUR READERS’