Professional Documents
Culture Documents
Courtesy-Courtesy or politeness costs nothing. A shrewd businessman will certainly find time to be courteous in all his dealings. A courteous
business man says "Please", when he wants a favour, "Thank you", when he receives a favour, "I am sorry", when he feels that he has hurt
someone's feelings without intention or when he is unable to do a favour and observes the rules of courtesy while drafting business letters.
Every business letter must be based on a courteous style whatever might be the occasion. Even a final document or a warning notice for
payment of amounts overdue can be written in such a courteous manner as to get an early payment of
the amount. Likewise a courteously worded complaint relating to shortage or non delivery is more likely to receive immediate attention than the one which
accuse; the sender of wilful or gross negligence.
Courtesy, however, does not mean servility. A business letter should never be written in a flattering tone because excessive servility will definitely
lower the writer and his enterprise in the estimation of the reader and will defeat the verv purpose of the letter.
Examples:
AVOID the following BETTER USE the following
impolite expressions courteous expressions
You must strictly avoid the following insulting or bitter words or words that may antagonise:
(i) Your failure to pay
(ii) A small buyer like you
(iii) A petty businessman of your calibre
(iv) The debt due by you
(better use outstanding bill or payment overdue)
(v) Thanking you in advance or in anticipation.
5. Consideration. The consideration of the interests, wants and desires of the reader (called the
"YOU ATTITUDE" in America) is regarded as an essential principle of very business letter, as it really
pays in the long run. A businessman should try his best to dispense with the "I and WE ATTITUDE".
The style of the business letter should be such that the reader should feel that the letter contains an
appeal to his interest, and is meant only for promoting his benefit. The writer should never impose his
points or view or ideas upon the reader, but should try to convince the reader in an appealing and
factful way.
Examples:
1. We have decided to follow this because You will benefit by this policy because
2. I am extremely glad to announce that I will You will be pleased to hear that our
shortly open a branch office in your town company will shortly open a new
3. We are pleased to announce branch office in your town to serve our
4. We sold 10,000 sewing machines last You will be pleased to know
year wholesalers like you bought 10.000
sewing machines last year
YOU attitude in writing
An aphorism ascribed to former West German chancellor Willy Brandt says: “You may buy from me in your own language, but sell to me in mine.” This
saying encapsulates a central principle in communication—the seller must put himself in the shoes of the buyer; the writer must see through the reader’s
eyes. In communication studies, this is known as the you-attitude.
In elementary terms, the you-approach involves the use of pronouns that do not project the writer, but focus on the reader. Avoid first person pronouns
such as I, we and our; prefer the second person, and use you and yourliberally.
In a broader sense, the term you-attitude signifies a style of writing in which the communication is reader-centred. The writer has these questions in
mind: Who are my readers? How did this transaction begin? What do they expect to gain from it? In other words, what’s in it for them? What questions
will they want to raise? Audience awareness, as it is called, is one of the keys to successful communication.
Further refining the definition of the you-attitude, we can look at the tone conveyed by the language used, and at the way the content is presented. A
sentence such as “We are pleased to offer you a 10% discount on cash purchases” has a patronising tone, and the readers are unmoved. Rouse their
interest by rewriting the sentence: “You can get a 10% discount on cash purchases.” Here is another example. We-approach: “We wish to inform you
that we have despatched your new worktable today.” You-approach: “You will receive your new worktable tomorrow.”
The you-attitude recognizes that communication takes place between real persons, not between robots. The language, therefore, is personal, simple
and direct. It is free from highfalutin clichés. It restricts the use of the passive voice which tends to distance the reader from the writer.
The first question that a reader might ask on receiving your message will be “What’s in it for me?” The writers should, therefore, point to the benefit that
the reader gets from acting upon the message. “Reader benefit” is a widely used, though inelegant, term in discussions of communication. Even when
there is no visible benefit, the message can show interest in and concern for the reader’s needs. Instead of “We are pleased to inform you that we have
installed an ATM at the airport”, you write: “You can now access our ATM services even while travelling.”
Next to language, the content of the message has to be tailored to the reader. Here are some steps you can take.
Let the readers connect with the message by linking it to previous correspondence; give them a reference point to know the context.
Many writers dwell elaborately on the product, or on their service, or on themselves. Instead, you can appeal to the readers’ self-interest and clearly
show how they will benefit.
Anticipate questions that the readers are likely to have, and provide clear answers.
Do not write anything that can hurt your reader’s ego. Don’t act bossy, using phrases such as “You must . . .” or using imperatives such as “Read our
leaflet carefully. . .” The readers will be offended if you write “You failed to . . .” or “You have made a mistake . . .”
At some point, you may have to write a letter with negative content or with bad news. Frame your sentences in such a way that they hurt least. If
possible, preface bad news with positive words. If the reader has made a mistake, don’t sound accusatory. Avoid using phrases such as “You complain
that”, “you claim that”, and “you ignored”. Avoid “you” when you have to criticize the reader.
Don’t sound condescending when pointing out any error on the part of the reader. As you begin writing next time, remember the reader at the other end.
VR Narayanaswami is a former professor of English, and has written several books and articles on the usage of the language. He looks at the
peculiarities of business and popular English usage in his fortnightly column
A purpose statement is a declarative sentence which summarizes the specific topic and goals of a document. It is typically included in the introduction to
give the reader an accurate, concrete understanding what the document will cover and what he/she can gain from reading it. To be effective, a
statement of purpose should be:
(1) "The purpose of this paper is to describe the changes that are occurring in corporate America."
Critique: too vague and broad. No clear expectation of what the reader will learn. Questions: What specific changes in corporate America will be
described? What types of changes? What aspects of corporate America will be discussed? Will this paper also discuss the effects of these changes?
(2) "The purpose of this report is to discuss the eating disorders Anorexia and Bulimia."
Critique: too vague and broad. It is not clear what aspect of these disorders will be discussed, or what the reader will learn. Questions: What specific
aspects of these eating disorders will be discussed? The causes of these disorders? The signs or symptoms of these disorders? The effects of these
disorders? If so, what types of effects - physical, emotional, psychological?
(3) "This article will cover the different ways a company can become organized."
Critique: obscure and misleading. It is not clear what is meant by "different ways" or "become organized." These terms are vaguely stated and
ambiguous. Questions: What is meant by "different ways" and "become organized"? What, specifically, will the reader learn about companies and how
they become organized? Any specific types of organization? Any specific types of companies?
(1) "This paper will describe four common causes of co-worker conflict in organizations and explain how to use a five-step procedure to constructively
manage this conflict."
Critique: Very specific about what aspects of conflict will be discussed. Very precise about how much information will be given. Very clear about what the
reader will learn.
(2) "This report will explain how supervisors can use four planning strategies to improve employee productivity in the workplace."
Critique: Very specific about what will be discussed (planning strategies), and what the outcome will be for the reader (how to improve employee
productivity).
(3) "This purpose of this report is to describe the main causes of traffic congestion in Seattle."
Critique: Leaves no doubt about the report's main purpose. Specific about the focus of the traffic congestion (Seattle).