Basics of Communication (7 Cs)

Crafting business messages demands precision. When composing these messages, adhering to
fundamental principles of communication is essential. These principles guide writers in selecting the
most suitable words, style, and approach for their messages. These principles are seven in number
and each term representing each principle starts with the letter ‘C’ that is why these principles are
called 7Cs. Let us discuss the principles or qualities of a business message in detail.

The Seven Cs

These seven principles are:

1. Clarity
2. Conciseness
3. Completeness
4. Courtesy
5. Concreteness
6. Consideration
7. Correctness

1. Clarity

Clarity is the most striking feature of a business message. Clarity means that the receiver can
comprehend our message without any difficulty. There should not be any ambiguity in your
message. Clarity can be achieved only when we have a clear idea of what we want to say. The writer,
therefore, should think deeply about the main points of his subject matter. The sender or the writer
must use simple language. Do not use technical terms and business jargon when the message is sent
to people who are not acquainted with business terms. Use also short sentences, and divide the
message into properly sized paragraphs. The writer must prepare a rough draft of his message
before making a final draft.

2. Conciseness

Business executives do not have time to read unnecessary lengthy messages, due to their busy
routine. Conciseness makes the message more understandable. The writer should not beat about
the bush because time is valuable for both the writer and the reader. Wordy messages create a bad
impression. Do not include the information already known to the reader. To achieve conciseness
omit hackneyed expressions and include only relevant facts. Use minimum words instead of long
phrases. For example:

Instead of using “due to the reason” use "because”.

Instead of using “at the present time” use "now”.

3. Completeness

The message should be complete to bring desirable results. It should include everything the reader
wants or needs. We should be able to know the reader’s background, viewpoints, needs and
emotions. Ensure to answer 5 Ws which are; Why, What, Where, When and Who. For example,
while writing an order letter the writer should give a full description of the item, quantity, size, mode
of transportation and mode of payment as well. In the same way, while responding to an inquiry give
answers to all the questions asked in the inquiry.
4. Courtesy (Polite attitude)

Another important principle of writing a business message is courtesy. Courtesy builds goodwill. It
strengthens present relations and makes new friends. Sometimes, a businessman has to write letters
dealing with unpleasant matters like making a serious complaint or writing letters of collection. Such
letters must be written very tactfully with a courteous approach.

 Be tactful and appreciative.

 Omit the expressions that may annoy the reader.
 Reply promptly
 Grant and apologize candidly

5. Concreteness

The business writing should be specific, definite and vivid rather than vague and general.
Concreteness means giving the fullest possible information consisting of facts and figures. The writer
should be firm in his opinions. Sometimes, a letter fails to convey the exact sense and spirit of the
message. It happens when the message is not concrete enough to make the ideas clear. The
following guidelines lead to concreteness.

 Use specific facts and figures

 Use action verbs and building words
 Be definite and clear
 Avoid words like few, quick, soon etc

6. Consideration

Before communicating, it's essential to understand the demographics, preferences, interests, and
needs of your audience. Tailoring your message to resonate with your audience ensures that it is
relevant and engaging.

Furthermore, consideration refers to attitude, the human thought and understanding of human
nature. A successful business message must concentrate on the reader’s interests and take into
account his problems.

The best way to achieve this principle is to act on the ‘you attitude’. ‘you’ attitude means writing
from the reader’s point of view rather than your own point of view.

For example, it is desirable to say “Select your desired crockery items for your kitchen”.

Have the best collection in your wardrobe

Your favourite books are here! Choose the best one!

The writer of a business letter must show interest in the benefit of the reader. It means that the
writer should personalize the reader’s benefit. The writer should also stress the positive and
pleasant facts. Consideration can be achieved through the following:

 Emphasize ‘you’ instead of ‘I’ or ‘we’.

 Your message should convey truth.
 Stress the positive aspects of facts
 Offer a service of value to the reader.

7. Correctness
A good business message should be correct in form as well as in language. The business letter must
be free from mistakes and errors of punctuation, spelling, grammar and format. Correctness also
means the accuracy of facts and contents. The information that you give in your message should be
accurate. Correctness builds confidence and it leaves a pleasant and favourable impression on the
reader’s mind. The error or mistake of a single letter in the spelling of words or a mistake of a single
digit in a figure may change the whole message. Such mistakes destroy confidence. To be correct in
communication the following points should be kept in mind:

 Use the correct level of language.

 Include only accurate facts and figures
 Use writing mechanics carefully.