Section overview
Keep it simple, stupid (KISS)
Be original
Adopt the right tone
Presentation and proofing 1
1.1 Keep it simple, stupid (KISS) Introduction
As you learnt in the previous chapter you must continually remind yourself of the question “What am I really trying to say?” In business communication there is no value in translating a simple message into special words and phrases that serve to complicate and dilute the message.
The principle of keeping things simple is often referred to in business as the KISS principle.
Definition: KISS principle (Keep it simple, stupid)
The KISS acronym was first used by the US Navy in 1960 to explain that most systems work best the simpler they are. The conclusion was that a key design goal should be simplicity. All unnecessary complexity should be avoided.
This principle has been adopted in many other fields, not least within business communication. It is not uncommon to hear the word referred to in an office where someone is communicating the need to remove complexity.
There are seven techniques you should adopt to keep your business writing simple:
Use active sentences rather than passive
Be definite
Write concisely
Use short paragraphs
Use short sentences
Leave out unnecessary words
Use short words
We will now explore each in more detail.
Use active sentences rather than passive
Active sentences sound friendlier and make it clear who is responsible for the action. They are shorter and easier to understand than passive sentences. When writing a business communication, identify passive sentences and change them into active sentences.
You can identify passive sentences because they will include one of the following passive verbs:
x Being
x Be
x Was
x Is
x Are
x Were
x Been
The following example compares passive and active equivalents of the same messages. The passive verbs are highlighted.
Active Passive
The report arrived. The report was delivered.
Partners review audit files. Audit files are reviewed by partners.
Competiting affects pricing. Pricing is affected by competition B
Be definite
Specific messages are much more likely to attract a specific response. Vague messages will at best result in a vague response, or worse, no response at all.
You should aim to achieve the following:.
Do not use words like ‘very’ or ‘highly’ to emphasise other words. Use a stronger alternative.
For example:
Don’t say: Do say:
Very exciting Thrilling Very acurate Precise
Very good Excellent
Limit qualifying phrases and words as they rarely add to the content of a message but rather give the impression that you are unwilling to state facts.
Examples of words/phrases to avoid include:
x Fairly x Partly x Mainly x Quite x A bit x Nearly all x A number of
Be precise when specifying times, quantities and dates.
Don’t use: Do use:
Huge response 3,948 replies
As soon as possible By 31 March
Sometime in July On 14 July
Quite heavy 38kg
W
Write concisely
However interesting a letter or report may be, business people generally do not make the effort (or have time) to read long letters and reports. Aim to achieve the following:
Letters and memos should be no more than one page long.
Reports should be no longer than two pages.
Lay out your message as concisely as possible.
Use bullet points and lists to make information easy to read and absorb.
Of course there will be valid exceptions when letters, memos and reports will need to be longer. Logical structure is critical and the use of summaries (even in letters and memos) is recommended.
Use short paragraphs
As many readers of this text will have encountered in previous academic studies, huge walls of words and half-page long paragraphs are overwhelming. Long paragraphs tend to mix points and lack flow or structure.
Paragraphs divide the message into sections that the writer wants the reader to consider as separate units. You should construct your paragraphs as follows:
The first sentence should state the main point of the paragraph.
The rest of the paragraph expands the idea.
Each paragraph should only contain one main idea.
Use transitions to connect one paragraph to the next. e.g.
x First, finally – orders the points
x Consequently, in summary – brings closure x Yet, but – demonstrates alternative ideas
x Also, next, similarly – continuation of the same idea Use short sentences
Longer sentences are harder to understand than short ones. You should aim for:
20 words maximum per sentence
One main point per sentence
However, be careful to vary the length of sentences as too many short sentences can make the message appear broken and jumpy.
IIllustration: Use short sentences Poorly constructed long sentences:
“The sales options were circulated to regional heads in the local offices who were asked to indicate their preferences in their office plan for 20XX making sure that they consult with the legal department who are particularly affected by the new plans”.
Much improved ‘short sentence’ equivalent:
“We sent sales options to the managers in the local offices. They were asked to indicate their choices for the 20XX plan. Managers were asked to consult the legal department as changes would affect them too”.
Leave out unnecessary words
The meaning of a message can be lost if you fill your writing with unnecessary words. Adopt the approach that if it isn’t needed then leave it out.
For example:
Don’t say: Do say:
With reference to About
Subsequent to After
Notwithstanding the fact that Though In compliance with your request As you asked I would be grateful if you would Please With the exception of Except Please find enclosed I enclose Increase the effectiveness of Improve Use short words
In general you should aim to write as you talk. Short words are simpler to understand and appear less overbearing, superior and pompous than more complicated longer ones.
For example:
Don’t use: Do use:
Reimburse Repay
Valued at Worth
Enhance Improve
Commence Start
Demonstrate Show
Don’t use: Do use:
Supplementary Extra
Assist Help
Interval for refreshments Break
Utilised Used
Consult Ask
Aggregate Total
Retail outlet Shop
1
1.2 Be original Avoid clichés
Definition: Cliché
A phrase or opinion that is overused and betrays a lack of original thought
It is tempting to emphasise or demonstrate a point by using a cliché. However, most clichés are rarely used in speech and therefore should be avoided in
business communication. They can make the writing sound routine and even give the impression it was written by a machine.
Aim to make your writing personal to the reader so that they feel like an individual and that you are communicating directly with them.
Examples of clichés often (and normally inappropriately) found in business communication that should be avoided include:
Methodology
Mandates
In respect of
In accordance with your request
Thanking you in anticipation
The aforementioned
Herewith please find
Viz
Supplemental to
Hereby acknowledge
A
Avoid jargon Definition: Jargon
Special words or expressions used by a profession or group that are difficult for others to understand
Using jargon normally means the reader has to work harder to understand what you mean – which often means they will not bother! Furthermore, jargon excludes those who are not familiar with the terminology.
Certainly it can be useful to use jargon which is specific to your work when the reader will understand it. For example, accountants communicating with other accountants might reasonably expect terminology such as ‘balance sheet’,
‘accruals’ and ‘reserves reconciliation’ to be mutually understood.
Remember:
Always keep in mind that communication can become boring if too much relevant jargon is used.
Always consider whether jargon will be fully understood by the reader.
Picture your reader before you write – For example, would the CEO understand the following accounting jargon:
x Pre-acquisition reserves x Capital base
x Window-dressing x Teeming and lading x Profit recognition
Or even would they understand:
“The use of materiality at the group level is not considered appropriate for auditing the consolidation returns of components including significant components”.
1.3 Adopt the right tone Avoid colloquial language
Colloquialisms often appear un-business-like and are therefore best avoided.
Colloquialisms fall into the ‘excess words that should be deleted’ category.
Examples of colloquialisms (all to be avoided!) include:
Sit on the fence
Flash in the pan
Massaging the results
Brush under the carpet
All things said and done
Looking on the bright side
A
Always end positively
The closing words will be remembered best by your reader. Therefore make sure they leave a good impression. Even if you start out thinking there is a ‘bad news’
message to deliver you should find a way of delivering it positively.
For example:
Instead of saying: Say:
We were unable to complete the audit on time.
We will be able to complete the audit on 4 April. I apologise for the delay which was due to a system malfunction in the factory.
You must make the following adjustments to correct the accounts:
Please let me know if we can help adjusting the accounts as follows:
Unfortunately I am unable to attend on 20th June
My colleague, Irfan, will attend on 20th June as I am at a board meeting. I look forward to seeing you on 26th June.
Use personal pronouns
Using personal pronouns will make your business communication sound much friendlier.
For example:
Instead of: Use:
It has been decided that We have decided that The firm recommends We recommend Subsequent to departure After you have left Avoid suggested criticisms of the reader
One area where passive rather than active sentences should be used is in order to avoid unintentional criticism.
For example:
Unintentional criticism Passive (aceptable) equivalent The accounts department lost the
invoices while you were on holiday.
The invoices we need have been mislaid.
I could not get the information because you were at a meeting.
I completed the report as soon as the information was made available.
You have miscalculated the value of the provision.
The provision value should be calculated using the following method.
A
Avoid negative words and phrases
Generally, a positive statement will encourage a positive response whereas a negative tone will get a negative response.
Positive statements also require less effort to read and are less likely to be misunderstood than negative ones.
For example:
Negative Positive
It was not unreasonable to assume the reconciliation would not work.
It was reasonable to assume the reconciliation would work.
If you let me know… When you let me know…
I cannot let you have the report today.
I will send you the file on Thursday 18th August.
1.4 Presentation and proofing Overall presentation
Written business communication represents you. Therefore consider the impression you give if you were to send a report with:
Poor and illogical layout
Weak grammar and incorrect punctuation
Spelling mistakes
Presenting as close to a perfect piece of writing creates a good impression and shows you care about standards. If the client receives a below-standard
communication from you they will associate the low standard with the standard of all work you perform for them.
Using capital letters
Capital letters should only be used if necessary – i.e. when referring to a particular, identifiable person or thing. For example:
Parvez
Senior Partner
Transaction Services
Lahore Headings
Headings in written business communications should be lower case except for the first letter. There should be no underlining or full stop.
The size and typeface should be adjusted to reflect the importance of the
heading. Most organisations have templates and corporate standards that define what font to use at each of the layers of heading and sub-heading.
P
Paragraph numbering
A reasonable approach to adopt is that all letters and reports over two pages in length must incorporate paragraph numbering. Paragraph numbering for letters and reports less than two pages in length is optional.
Bullets and dashes
Bullets and dashes help structure a document. General rules to adopt are:
If a bullet point is a sentence, give it a capital letter and full stop.
If the bullet point is a single word or phrase, use lower case and punctuate with a semi-colon where further points follow. The last point will then end with a full-stop.
Proof reading
Experience demonstrates that people focus on mistakes in a written message rather than understanding the message itself. Therefore proof-reading is a vital component of the writing process.
Where possible adopt the following steps:
Always use a spellchecker!
The spelling and grammar checkers incorporated in modern word-
processing software such as Microsoft Word are excellent. Watch out for instances where spelling is correct but meaning has been overlooked – for example “form” instead of “from”, or “affect” instead of “effect”.
Take a break once you have completed the first draft before proofreading.
With a clear mind and renewed energy you will pick up errors much more efficiently.
Ask a colleague to review the message. They are much more likely to read the message like the ultimate reader will.
It is incredibly difficult to proof read the document for all the potential problems at the same time – i.e.
x Sense and logic
x Spelling, grammar and punctuation x Layout and structure
x Long words, sentences and paragraphs
You will be much more successful if you perform a series of proof-readings each one aimed at either one or two of the potential problems.