Course:

Business Communication
Unit 4
Style and Tone

Table of Contents

4.0 LEARNING OBJECTIVES ....................................................................................... 3

4.1 WHAT IS STYLE? ..................................................................................................... 3
4.2 WHAT IS TONE? ....................................................................................................... 4
4.3 WRITING POSITIVE MESSAGES ......................................................................... 4
4.4 WRITING NEGATIVE MESSAGES ....................................................................... 6
4.5 WRITING PERSUASIVE MESSAGES ................................................................. ..8
4.6 CHAPTER SUMMARY ........................................................................................... 99
4.7 REFERENCES/ADDITIONAL RESOURCES ..................................................... 10

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4.0 LEARNING OBJECTIVES

Analyzing the style and tone of
Writing positive message
Writing negative message
Writing persuasive message
This is a part of a letter asking a favor:
We would like to have this event at Hotel Crystal plaza. We would like to hold the formal dinner
from 9 p.m.to 1a.m that evening. We expect few hundred guests to attend this function. Will you
let me know the possibility of holding this event at your hotel?
What feeling do you get after reading this message? Spend few seconds understanding the
emotions this message has created

4.1 WHAT IS STYLE?

Writing style refers to the way you write sentences. When you write,
according to you, the writing may be perfectly clear, but when the reader
does not get the exact point that you are trying to convey, that means, you
need to modify or change your style of writing. Writing style is nothing but
the way you put across your views in a sentence form.
Few important aspects of writing style are:
Syntax: Syntax refers to the way the writer arranges or structures the sentences.
The syntax follows the rules of language.
Form of the Sentence: After the selection of the syntax, the writer has to decide
on the density of the sentence (form of the sentence). An important aspect in
writing, is that the link between two sentences; it should be so maintained that the
reader does not gets confused during reading.
Diction: Diction is in fact the writing style or choice of vocabulary of the writer.
The major things that should be considered for effective written communication
include clear thoughts and concrete concepts. Mixing and intermingling the text
can make the reader confused making the overall written communication
ineffective.

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Punctuation: Punctuations clarify the voice of the writer and even a small
variation and mistake in the punctuation can give a wrong meaning to the whole
write up.

4.2 WHAT IS TONE?

In written communication tone means the writers attitude towards the
subject as well as the reader. Therefore tone of the message means a lot in
business communication. Tone is present in all communication activities.
Ultimately, the tone of a message is a reflection of the writer and it affects
the readers perception of the message.
The writer should ask few questions to get the right tone:
Why am I writing this message?
Who am I writing to and what do I want them to understand?
Adapting Tone for Specific Types of Business Writing
It is advisable to use a slightly different tone depending on the type of business
correspondence we are writing. Below are some examples of the appropriate tone to use
in particular kinds of business writing.
Awarding a promotionappreciative, enthusiastic
Applying for a job positionenthusiastic, confident
Denying a requestregretful, courteous
Rejecting a job applicantthankful, regretful
Declining a job offerappreciative, regretful
Apologizing to a customer for a mistakehumble, appreciative to the person for
being a client, confident that the mistake will be remedied
Apologizing to a customer; unable to correct the mistakehumble, appreciative,
regretful that the mistake can not be remedied
Reprimanding an employeefirm but courteous (address the issue; don't attack
the individual)

4.3 WRITING POSITIVE MESSAGES

A positive message conveys favorable or pleasant information to the
receiver. Such messages provide:
Request information or action
Routine information
Favorable response to requests and action
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While writing positive messages, the direct plan is used. In this style the main idea is
introduced in the first few sentences and then the benefits or other details follow.
The direct plan has an opening which gives the information about the main idea. This
attracts the receivers interest. The explanation of the message should be given in the
next paragraph. The direct plan also has sales appeal wherein the writer uses persuasive
tone to help the reader take decisions on the basis of the information.
A friendly close makes up the final paragraph. These messages are usually created to
build the goodwill.
June 26, 2009
Ms. Kareena Bedi
#24, Street No. 2
Indiranagar,
Bangalore
Ms. Renu Kumar
#38, Orchid Fashions
M.G.Road
Bangalore
Dear Ms Renu Kumar,
Over the last five years I have been a regular customer of your
boutique and have been highly satisfied with the quality of your
products. However, a blazer that I purchased from you on May 12,
2009 for Rs 4,500 has failed to give me the service expected of a
product of this price and quality.
In just two to three wears, the stitching of the blazer has started
wearing away above the cuffs and pockets, and the lining has given
way at the armholes.
As I am traveling and am not in a position to come personally to
hand over the blazer, I am sending it along with one of my staff for
your inspection.
I request you to look into the matter and would appreciate it if you
could provide me with a replacement for the blazer.

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You can reach me at 9000799892, or at the address given above.

Sincerely,

Kareena Bedi
A positive message can be unsolicited. In this case the communication is initiated by the
organization. This may include an announcement of new products or services, relocation
or announcement of new working hours, etc.
Unsolicited positive messages are used to inform the employees about meetings, to give
instructions or to explain procedures.

4.4 WRITING NEGATIVE MESSAGES

Negative messages convey unfavorable or unpleasant information. This
is used to refuse claims or request, inform applicants that they are not
hired or inform employees about not so favorable policy changes.
The main challenge in negative message communication is to put across the unfavorable
news in a way the receiver understands and accepts it without feeling bad.
The main goal of conveying negative messages effectively is to get a positive response
from the receiver. The negative message can be developed using the indirect or direct
plan.
The writer needs to put himself in the receivers shoes while writing the negative
message so as to reflect the you point of view and achieve the goal. It is useful to use
indirect plan if one of the following is true:

The receiver expects a positive response

The negative response will affect the receiver personally
Indirect communication is part of the organization culture

The direct plan can be used in the following situations:

The receiver may be expecting a negative response or it is a routine message

The negative information is important and needs to be emphasized upon
The receiver prefers direct answers
The message is a response to a tragedy or a death

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In the indirect plan the opening acts as a buffer before you give out the negative
message. Therefore the opening should provide coherence, be positive and the
explanation should be introduced here. The opening should also be neutral.
The next part is the logical explanation for the negative response. One strong reason
should be given as a logical explanation. The logical explanation should present the
reasoning in terms of receivers benefit. The logical explanation should be positive and
avoid any negative words.
After the logical reasoning the actual negative information is presented. In some
instances the negative information should be given in explicit terms. The negative
information should be given in a very precise manner.
The next stage is the constructive follow up of the negative message. Here you provide
the solution to the problem or give additional reasoning for the unfavorable response.
The message should end with a friendly close to divert the receivers mind from the
negative information as well as to maintain a good relationship with the receiver.
Dear Mr. Anthony:
Thank you for your letter describing the problem you had with your ABZ
LCD television. We believe, as you do, that electronic equipment should
be built to last. While ABZ LCD televisions are highly reliable,
occasionally units do fail for a number of reasons.
Although we cannot provide you with a replacement since it is now past
the 30-day return period, we can provide you with information to get your
unit repaired. You will need to call ABZ technical support at 04026654378. They will provide you with instructions on how to package and
return your unit for repair.
Alternatively, you can come to our showroom and our customer care
executive will help you with the procedure to send your unit to the
company.
Whatever route you choose, feel free to visit us anytime for a product
demonstration. We're glad to serve you and will continue to do so in the
future.
Sincerely,
Venu Gopal
The above letter provides the information that is required for the reader to understand the
refusal. The writer cannot satisfy the request of the receiver but he attempts to help the
receiver in various ways.
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4.5 WRITING PERSUASIVE MESSAGES

Persuasive messages are used in internal as well as external
communication. Internal persuasive communication can be a speech by
the company head asking employees to work on a weekend for the yearend procedures, while external persuasive communication could be any
sales message describing a service or product. Persuasive messages
create awareness and persuade receivers to take action. These messages
can also be used to change the opinion of the receiver. Persuasive
messages are neither positive nor negative.
The indirect plan is used to persuade the receiver to take action. This approach puts the
receiver in the proper frame of mind to consider the request from the receiver. While
writing a persuasive message, the writer should keep two main purposes in mind: (1) to
get the receiver read the complete message and (2) to get the receiver act upon it.
To write effective persuasive messages, analysis of the receiver is very important. The
writer needs to anticipate what will motivate the receiver to take necessary action. The
indirect plan is used to request, recommend, push sales, seek special claims and for
employment purposes.
The indirect plan starts (AIDA concept) by attracting the receivers attention. The
receivers attention must be captured in the opening sentence. The opening should be
concise and positive. The you point of view should be kept in mind while writing the
opening.
The next stage is to create interest after gaining the attention of the receiver. To bring in
the interest the benefits should be mentioned at this stage. Next is to create the desire to
take action. Giving a few facts and figures will create the desire at this stage. Once this is
done the writer can ask the receiver to take action. If the desired action is required to be
taken within specified time period, the writer should give the details of the same.
June 24, 2009
Mr. Jagmohan Das
President
CDC Pvt.Ltd.
Electronic City
Bangalore 4560091
Dear Mr. Das
Lotus Management has enjoyed doing business with CDC Pvt Ltd. for
the last five years. We have been happy with the timely delivery and the
consistent customer support.
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There is, however, a matter that I need to discuss with you. Last June
we learnt that CDC Pvt.Ltd. might be licensing the products at varying
rates to different firms. As we found it hard to believe, a special team
was formed to look into this matter. The team has documented that our
competitors have received more discount than us.
While that may have occurred without your knowledge, we feel sure
that you would wish to renegotiate our contract.
I look forward to hearing from you as soon as you have verified the
facts of this situation.

Sincerely,

Prasad Raj
Vice President
Department of Information Management

4.6 CHAPTER SUMMARY

Tone in writing has to do with the way the writer approaches and presents the message.
Tone is the writers attitude (emotion) towards the reader and the subject. Style depends
on the culture of the organization. It could be formal or informal. The most important
step in writing is matching the tone and style to the occasion and the audience.

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4.7 REFERENCES/ADDITIONAL RESOURCES

Books:

1. Written Communications that Inform And Influence, The Results - Driven

Manager Series, HBS Press, 2006
2. Effective Business Communication, By Krizan, Merrier, Logan & Williams,
South Western Publication, 2008
Websites:

1. http://owl.english.purdue.edu/owl/resource/652/01/
2. http://www.duplichecker.com/Writingstyles.asp
3. http://www.writeexpress.com/tone.html

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