Seven Cs' of Effective Business

Communication

Dr. Nadeem Khalid

PhD,MCAA(USA),MNAS(USA),MRBS(UK),
MACS(USA), MABO(USA), MBIO(AUS)
 The Seven C’s
 When we talk about “ Effective Communication” one
thing that comes in mind, what are the basic principles of
“effective communication” .

 These principles tells us how your message can becomes

effective for your target group

 These principles also tell about style and importance of

the message.

 These principles commonly known as “7 C’s of effective

communication”.
 Seven C’s of Effective
Communication
1. Completeness
2. Conciseness
3. Consideration
4. Concreteness
5. Clarity
6. Courtesy
7. Correctness
 1) Completeness

Message Receiver- either listener or reader, desire complete

information to their question. e.g. a query by a customer

 Provide complete information in a short span of time.

 If possible, provide some extra information which he/she

does not know and which may be useful to him.

 In this way you can maintain a good business relation with

him, otherwise he may switch to an other company.
Provide All Necessary Information

Answer All Questions Asked

Look for questions: some may even appear buried within a

paragraph. Locate them and then answer precisely.

Give Something Extra, When Desirable

Use your good judgment in offering additional material if

the sender’s message was incomplete.
 Five W’s
 One way to make your message complete is to answer the
five W’s.
 WHO?
 WHAT?
 WHEN?
 WHERE?
 WHY?
 The five question method is useful when you write requests,
announcements, or other informative messages.
 For instance, to order (request) merchandise, make clear
WHAT you want, WHEN u need it, WHERE it is to be sent.
 Bad Examples
Hi everyone,
I just wanted to send you all a reminder about the meeting
we're having tomorrow!
See you then,
Chris

This message is not complete, for obvious reasons. What

meeting? When is it? Where? Chris has left his team without
the necessary information.
Good Example

Hi everyone,

I just wanted to remind you about tomorrow's meeting on

the new telecommuting policies. The meeting will be at
10:00 a.m. in the second-level conference room. Please let
me know if you can't attend.
See you then,
Chris
 2) Conciseness

 Conciseness means “convey the message by using

fewest words”.

 “Conciseness is the prerequisite to effective

communication.” As you know that all of us are short
of time .

 Hence a concise message save the time for both,

the receiver and the giver.
How To achieve Conciseness ?

For achieving the conciseness you have to

consider the following.
1.Avoid wordy expression For e.g.. use “Now”
instead of “At this time”
2.Include only relevant material – Stick to the
Purpose
3.Avoid unnecessary repetition.
 Eliminate Wordy Expressions
Use single words in place of phrases. Even Winston
Churchill made extensive use of simple, one syllable
words.
Example
Wordy: At this time
Concise: Now
Wordy: Due to the fact that
Concise: Because

[Winston Churchill, was a British soldier, and writer who served as Prime Minister of
the United Kingdom (UK) from 1940 to 1945, during the Second World War, and
again from 1951 to 1955].
Include Only Relevant Material

Example

Wordy: We hereby wish to let you know that our company is pleased
with the confidence you have respond in us.

Concise: We appreciate your confidence.

 Bad Example
Hi Matt,
I wanted to touch base with you about the email marketing
campaign we kind of sketched out last Thursday. I really think that
our target market is definitely going to want to see the company's
good efforts. I think that could make a big impact, and it would stay
in their minds longer than a sales pitch. For instance, if we talk
about the company's efforts to become sustainable, as well as the
charity work we're doing in local schools, then the people that we
want to attract are going to remember our message longer. The
impact will just be greater.
What do you think?
Jessica

This email is too long! There's repetition, and there's plenty of

"filler" taking up space.
 Good Example
Watch what happens when we're concise and take out the filler words

 Hi Matt,
 I wanted to quickly discuss the email marketing campaign
that we analyzed last Thursday. Our target market will
want to know about the company's good efforts,
especially our goals to become sustainable and help
local schools. This would make a far greater impact, and
it would stay in their minds longer than a traditional sales
pitch.
 What do you think?
 Jessica
3) Consideration

 Consideration means – To consider the receiver’s

Interest/Intention.

 It is very important in effective communication while

writing a message you should always keep in mind
your target group.
Three specific ways to indicate
consideration

 Focus on “you” instead of “I” or “We”

 Show audience benefit or interest of the receiver

 Emphasize positive, pleasant facts.

Focus on “You” Instead of “I” or “We”
Using “you” does help project a you-attitude. But overuse
can lead to a negative reaction.

Example
We-Attitude: I Am delighted to announce that we will be
extending our hours to make shopping more convenient.

You-Attitude: You will be able to shop evenings with the

extended hours.
 Show Audience Benefit or Interest
in the Receiver

 Reader may react positively when benefits are shown

them.
 Benefits must meet recipients needs, address their
concerns, or offer them rewards. Most important they
must be perceived as benefits by the receivers.
4) Concreteness

 It means that message should be specific instead of

general. Misunderstanding of words creates problems
for both parties (sender and receiver).

 When you talk to your client always use facts and

figures instead of generic or irrelevant information.
The following guidelines should help you to achieve
the Concreteness.

 Use specific facts and figures

 Choose image building words

e.g.:
General
 He is very intelligent student of class and stood first in
the class.
Concrete

 Anwar scored 85% in his Graduation and he stood first

in his college.

 Always write on a very solid ground. It should definitely

create good image as well.
Use Specific Facts and Figures
It is desirable to be precise and concrete in both written
and oral business communication.

General, Indefinite Concrete, Precise

Student GMAT scores In 2016, the GMAT scores
are higher. averaged 600; by 2017
they had risen to 610.

(GMAT=The Graduate Management Admission Test is a computer adaptive

test (CAT) intended to assess certain analytical, writing, quantitative, verbal, and
reading skills in written English for use in admission to a graduate management
program, such as an MBA program).
Put Action in Your Verbs

Verbs can activate other words and help make your

sentences alive, more vigorous.
 Use active rather than passive verbs.
 Put action in your verbs rather than nouns and
infinites.
Choose Vivid, Image-Building
Words
Business writing uses less figurative language than does
the world of fiction.

More Vivid Images

Bland Image
This letter is three
This is a long letter. times as long as you
said it would.
Bad Example

 Consider this advertising copy:

The Lunchbox Wizard will save you time every day.

 A statement like this probably won't sell many of these

products. There's no passion, no vivid detail, nothing that
creates emotion, and nothing that tells people in the
audience why they should care. This message isn't enough
to make a difference.
 Good Example
 How much time do you spend every day packing your kids'
lunches? No more! Just take a complete Lunchbox Wizard
from your refrigerator each day to give your kids a healthy
lunch and have more time to play or read with them!

 This copy is better because there are vivid images. The

audience can picture spending quality time with their kids –
and what parent could argue with that? And mentioning that
the product is stored in the refrigerator explains how the idea
is practical. The message has come alive through these
details.
5) Clarity

 In effective communication the message should be

very much clear. So that reader or listener can
understand it easily.

 You should always Choose precise words.

 Always choose familiar and easy words.

 Construct effective sentences and paragraphs.

Choose Precise, Concrete, and
Familiar Words
Clarity is achieved in part through a balance between precise
language and familiar language. Precise words need not be
pretentious.

Familiar us Pretention
About
Circa
After
Subsequent
Home
Domicile
For example
e.g.
Construct Effective Sentences
and Paragraphs
At the core of clarity is the sentences. This grammatical
statement, when clearly expressed, moves thoughts within a
paragraph. Important characteristics to consider are length,
unity, coherence, and emphasis.

Unclear: Being an excellent lawyer, I am sure you

can help us.

Clear: Being an excellent lawyer, you can surely

help us.
Bad Example
Hi John,
I wanted to write you a quick note about Daniel, who's
working in your department. He's a great asset, and I'd like
to talk to you more about him when you have time.
Best,
Skip

What is this email about? Well, we're not sure. if there are
multiple Daniels in John's department, John won't know
who Skip is talking about.
 Good Example
Hi John,
I wanted to write you a quick note about Daniel Kedar, who's
working in your department. In recent weeks, he's helped the IT
department through several pressing deadlines on his own time.
We've got a tough upgrade project due to run over the next three
months, and his knowledge and skills would prove invaluable.
Could we please have his help with this work?
I'd appreciate speaking with you about this. When is it best to
call you to discuss this further?
Best wishes,
Skip

This second message is much clearer, because the reader has

the information he needs to take action.
 6) Courtesy

 Knowing your audience allows you to use statements of

courtesy; be aware of your message receiver.

 It is politeness that grow out respect and concern for

others.

 Appling socially accepted manners is a form of courtesy.

E.g. Hello/Salam/Namaste
How to generate a Courteous Tone ?

The following are suggestions for generating a courteous

tone:

 Be sincerely tactful, thoughtful and appreciative.

 Use expressions that show respect for the others

 Choose nondiscriminatory expressions

Be Sincerely Tactful, Thoughtful, and
Appreciative
Though few people are intentionally abrupt or blunt, these
negative traits are a common cause of discourtesy.

Tactless, Blunt More Tactful

Stupid letter; I can’t It’s my understanding…

understand any of it.
Sometimes my wording is not
Clearly, you did not read my precise; let me try again
latest fax.
Use Expressions that Show Respect
No reader wants to receive message that offend.

Skip Irritating Expressions

You are delinquent

You failed to
Contrary to your inference
Inexcusable
Simply nonsense
Choose Nondiscriminatory Expressions
Another requirement for courtesy is the use of
nondiscriminatory language that reflects equal treatment of
people regardless of gender, race, ethnic origin, and
physical features.

Questionable More Desirable

Freshman Entering students; first

year student.
Workers; employees; work
Manpower
force personnel
 Bad Example
Jeff,
I wanted to let you know that I don't appreciate how your team
always monopolizes the discussion at our weekly meetings. I
have a lot of projects, and I really need time to get my team's
progress discussed as well. So far, thanks to your department, I
haven't been able to do that. Can you make sure they make time
for me and my team next week?
Thanks,
Phil

 Well, that's hardly courteous! Messages like this can potentially

start office-wide fights.
 Good Example
Hi Jeff,
I wanted to write you a quick note to ask a favor. During our
weekly meetings, your team does an excellent job of highlighting
their progress. But this uses some of the time available for my
team to highlight theirs. I'd really appreciate it if you could give my
team a little extra time each week to fully cover their progress
reports.
Thanks so much, and please let me know if there's anything I can
do for you!
Best,
Phil

 This email is courteous and friendly

 7) Correctness

 At the core of correctness is proper grammar,

punctuation and spelling.

 The term correctness, as applied to effective

communication also mean three characteristics
oUse the right level of language
oCheck the accuracy of figures, facts and words
oMaintain acceptable writing mechanics
Use the right Level of Language

 There are three level of language

1. Formal – Respected Sir
2. Informal – Hi Dude
3. Substandard –
 Substandard Language
 Avoid substandard language. Using correct words,
incorrect grammar, faulty pronunciation all suggest as
inability to use good English. Some examples follow:

Substandard More Acceptable

Ain’t isn’t, aren’t
Can’t hardly can hardly
Aim to proving aim to prove
Desirous to desirous of
Stoled stolen
Use the Right Level of Language
Informal writing is more characteristics of business
writing—even more so if that writing occurs in an E-mail
message.

More Formal Less Formal

Participate Join
Procure Get
Endeavor Try

Check Accuracy of Figures, Facts, and Words

A good check of data is to have another person read and
comment on the validity of the material.
Bad Example

Hi Daniel,
Thanks so much for meeting me at lunch today! I enjoyed
our conservation, and I'm looking forward to moving
ahead on our project. I'm sure that the two-weak deadline
won't be an issue.
Thanks again, and I'll speak to you soon!
Best,
Jack Miller