Chapter 3

Adapting Your
Words to Your
Readers

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 Adapt According to Your Readers

• Visualize your readers/listeners. Consider

– how they think.
– what they know.
– their education level.
• Then compose for them.
• Simpler sentence structures for those who
understand less
• More complex structures for those who understand
more
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 Choose Your Words

• Avoid surplus of words

• It will be noted that the records of the past years show
a steady increase in special services.
• In spite of the fact they received help, the marketing
department failed to meet their quota.
• Do not unnecessarily repeat words
– You should know the basic fundamentals of writing

3-3
 Use Familiar, Short Words
These words communicate readily and deliver the same
meaning as an unfamiliar and relatively longer word
would.
Unfamiliar Words Familiar Words
Endeavour  Try
Initiate  Begin
Discontinue  Stop
Ascertain  Find out
Demonstrate  Show
Difficult words can definitely be used, but use it where your
audience understands it . 3-4
 Avoid Jargons and Slangs
Jargons- common vocabulary used by specific
professions or groups of people within those
professions.
• The Bullish market ended the Bearish trend.
• Our company experienced positive changes after
adopting Six Sigma.

Slangs- TTYL, OMG, LOL, Gotta, Gal, Nigga, Shawty,

What up?
Avoid these. Use of these tend to create cross-
cultural communication problems
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 Use Technical Language Carefully
Every field of business has technical language.
Working/studying in these areas makes you familiar with
the language.
However, your audience will not always understand it.
Technical Language Improved Version
1.Small sample size Where the sample is less than 30
2. Cash Cow A company that generates steady
returns
3. Annuity A fixed some of annual payment
4. Aged workers Workers past the age of 65
3-6
 Prefer the Concrete to the Abstract
Concrete words are specific words, as opposed to
abstract words which are vague. Concrete words are
more exact and help the reader understand better.
Abstract Concrete
Your department will hire some .Your department will hire three new
new employees. clerks.

We will ship your order soon. We will ship your order on October 15.

Each of the branch managers will Each of the branch managers will receive a
receive a substantial pay raise. 15 percent pay raise.

This procedure requires a constant low This process requires a constant

temperature. temperature of 10 degrees centigrade. 3-7
 Prefer the Active to the Passive
In active voice, the subject of the sentence performs
the action. In passive voice the subject receives the
action.
At the heart of every good sentence is a strong, precise
verb, which is an active verb.
Passive Active
The man was bitten by the dog The dog bit the man.

Your report was read by the
president.
The profit and loss statement is
prepared by the treasurer each
month.
The president read your report.
The treasurer prepares the profit
and loss statement each month.
3-8
 Avoid Overuse of Camouflaged Verbs

Verbs that have been unnecessarily changed to

nouns and thus need an extra verb to complete the
phrase.
Camouflaged Verb Strong Verb
make a computation compute
provide information inform
engage in negotiation negotiate
make an observation observe
provide representation represent

3-9
 Avoid Discriminatory Wording

• Use gender-neutral words (Salesperson vs.

Salesman)
• Avoid words that stereotype by
– race
– nationality
– sexual orientation
– age
• Avoid words that typecast those with disabilities.
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 Avoid Stereotyping Language

• Race • Age
– a hard-working Negro –Crinkly old man
(person) (elderly/veteran)

• Sexual Orientation • Disability

– A lesbian athlete –deaf and dumb
(athlete) (person with special
needs)
– A gay artist (artist)
–crippled
(person with special
needs)
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 Avoid Discriminatory Wording

Discriminatory Non-Discriminatory

Dear Sir Dear Sir/Madam

businessman business executive, businessperson
policeman police officer
fireman firefighter
cameraman camera person
waiter/waitress server

3-12
 Eliminate Masculine Pronouns

Sexist Nonsexist
We will reimburse any employee We will reimburse any employee
who paid his travel expenses. for travel expenses.
If a customer pays promptly, he A customer who pays promptly is
is placed on our preferred list. placed on our preferred list.
A physician should treat his A physician should treat patients
patients with respect. with respect.

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 Assignment 1

Correct/ Improve the following sentences using the

rules we discussed and learned in class.
1. We purchased gloves that are made of wool.
2. The requirements for the job require a minimum
of three years experience.
3. We are in anticipation of a good result.
4. My company made tremendous profit this
quarter.
5. Dear Sir, please find attached the job details for
the waitress position.
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