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Chapter 2
7Cs
Principle: Completeness and Conciseness
7Cs
PPrriinncciippllee
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CCoommpplleetteenneesss
s
7Cs Principle
2 : Conciseness
Completeness
Conciseness
Consideration
Correctness
Clarity
Courtesy
Concreteness
1. 7Cs
Principle1: Completeness
Keep in mind
the following guidelines to write completely
1) Try to answer all
questions asked.
Whenever
you reply to a letter containing one or more
questions, try to answer all of them--stated
or implied.
If
you have no information on a precise question at
the moment, just say so clearly and sincerely,
instead of leaving out the
you have unfavorable news in answer to one or more
questions,
handle your reply with both
tact and honestly.
When
saying no, be courteous and polite, but firm.
Eg.1 We can not deliver the
goods until May 1. (poor)
We
can deliver the goods on May 1.
Eg.2 We regret to inform you that we
deny your request for credit.
For the time being we can only serve
you on a cash basis.
Dear sirs:
Many thanks for
your order of October 12.
After careful
consideration, we have come to the conclusion that
it would be better for you
to
approach
another
manufacturer
for
the
products
you
desire.
To
produce
the
machine
required
according
to
your
specifications would
mean
setting up
special
equipment
at
our
factory.
This
would
not
only
be
impossible
to
accomplish
before
the
end
of
this
year,
but
would seriously interrupt our
production schedule.
We are sorry not to be more helpful,
but hope that you will understand our
position. Please contact us again. We will be
pleased
to serve you in the future.
Yours
sincerely,
2)
V
olunteer sth. Extra which, you think,
may be of some use to your reader now or in the
future.
Eg.
Do
you think it is enough to tell just the prices of
the bicycles in the reply?
We are one of the most
important importers of bicycles in Lagos, Nigeria,
and would like
to
extend
our
business
relations
to
you.
Would
you
please
let
us
know
the
prices
of
your
first-rate bicycles
available for export to this country?
3) Check for the 5W2H and any other
essentials.
5W2H:
Who, What, Where, When,
Why, How, How much
eg.
In a letter of ordering
goods, we must tell clearly:
What(What we
want)
When(When we need the goods)
Whom and Where(to Whom and Where the
goods to be sent)
How(How
payment
will
be
made?
How
we
would
like
them
to
be
packed
and
shipped)
How much(How
much goods do we need)
For
some letters---especially those that bring bad
news,
answering the
question
“why”
is of vital importance.
A message that
answers the question why is more likely to
motivate the correspondent to take
the
desired action than the one
that does not explain why.
2. 7Cs Principle 2 :
Conciseness
Conciseness ------communicating an
idea in the fewest words
without sacrificing completeness
and
courtesy.
Guidelines to
write concisely
1) Omit trite expression
eg.
Not This
But This
Please don’t hesitate to
write to us
Please write us
due to the fact
that
because
during the year
of 2003
during 2003
in the city of London
London
in due course
soon
for the reason
that
since; because
in the event that
if
this is to advise you
5 wasted words
from the point of view of
as
for a price of $$200,000
for $$200,000
in
accordance with your request
as you
requested; as requested
2) Avoid wordy statements
and unnecessary repetition.
Eg.1
I
am
writing
you
at
this
time
to
enclose
in
this
letter
a
tentative
plan
for
the
forthcoming
visit
to
California
by
our
Director
Mr.
Nei
next
August
when
we
might
get
together to discuss
matters of mutual interest. (39)
Here is a
tentati
ve plan for Mr. Nei’s visit to
California next August. (13)
eg.2
We
hereby
wish
to
let
you
know
that
we
fully
appreciate
the
confidence
you
have
reposed in our
products. (19)
We appreciate your confidence in our
products.
(7)
3) Remove all
the irrelevant facts in your message.
Major causes of
irrelevancy mainly includes:
Not coming to the point.
Including information obvious to the
reader.
Using big words to
make an impression.
Being
excessive polite.
Making
too many unnecessary explanation
Not revising the first draft of a long,
complicated message
eg.
We would like to know
whether you would allow us to extend the time of
shipment
for twenty days, and if you
would be so kind as to allow us to do so, kindly
give us your reply
by cable without
delay.
(better)Please
reply
by
cable
immediately
if
you
will
allow
us
to
delay
the
shipment
untiL April 21.
Chapter 3
7Cs
Principle: Consideration and Concreteness
7Cs
Principle 3
—
Consideration
Some notable exceptions
where you attitude is not suitable Some
notable exceptions where
you attitude is not suitable
7Cs Principle 4--
Concreteness
1)
7Cs Principle
3
—
Consideration
Consideration--
you prepare every message with the recipient in
mind, trying to put yourself in
his
place.
Suggestions: Use
“you”attitude instead of “We” attitude
eg.
(we
attitude)
We
are
happy
to
have
your
order
for
Gentlemen shirts, which we are sending
today by CAAC Flight
No. 345.
(you
attitude)
Your
selection
of
Gentlemen
shirts
should
reach
you
by
Saturday,
as
they
were
shipped
today
by
CAAC
Flight No. 345.
2) Some notable exceptions
where you attitude is not suitable.
When the reader has made a
mistake.
Eg.
(poor) You failed to enclose your pamphlet in the
envelope.
(better) The envelope we
received did not have your pamphlet in it.
When the reader has expressed an
opinion different from your own.
Eg. (poor) You are entirely wrong in
your attitude concerning our claim.
(better) We’d
like to explain in more detail w
hy you
are responsible for the
loss of our
ordered goods.
3)
7Cs
Principle
4--Concreteness
Concreteness----being
specific,
definite,
and
vivid
rather
than vague and general.
Guidelines to write
concretely
A. Use specific
facts and figures
Eg1
These brakes stop a car
within a short distance.
These
Type
XYZOI
power
brakes
stop
a
2.5-
ton
car
travelling
70
miles
an
hour,
within 250 feet.
Eg2
We wish to confirm our
telegram dispatched yesterday.
We confirm our telegram of January 16.