LECTURE 2

‘ADAPTING YOUR WORDS TO YOUR READERS’

BUS 251 UHM

‘ADAPTING YOURWORDS TO YOUR READERS’
 Example 1

Dear New Customer,

You are welcomed as a new customer and thanked for your business.

It will be seen that we have a lot of wonderful products that have gained us notoriety in our

industry. Plus our CRM is second to non. If you ever have a complaint, our customer service

girls will take care of it ASAP.

We are anxious to serve you further and look forward to a harmonious and mutually profitable

collaborative experience.
Example 2
Why do we need to adapt?

THE IMPORTANCE OF
ADAPTATION
‘ADAPTING YOURWORDS TO YOUR READERS’
 The Importance of Adaptation

• Different levels of vocabulary, knowledge and values

• They come from different cultures

– Learn about your audience

• Tailor/customise our message to our readers

• Strategically necessary/Sign of consideration for their time and

energy

‘ADAPTING YOURWORDS TO YOUR READERS’

 Adapting to Multiple Readers

• Vary widely in terms of education, knowledge and reasons for reading

• Find and understand the parts of the message that are of value to them.

– For example, letter from marketing director to sales manager and

president of a company
• Very important to explain technical words (?)

• Expert readers have the luxury of skimming or skipping

• Main Rule: Choice of words needs to be guided by audience and purpose

‘ADAPTING YOURWORDS TO YOUR READERS’

The are of word
selection
SUGGESTIONS FOR
SELECTING WORDS
‘ADAPTING YOURWORDS TO YOUR READERS’
 Use Familiar Words

• Use ‘plain language’

– [communication audience can understand the first time

they read it or hear it]
• Endeavour – try, Do – perform, begin – initiate, find out –
ascertain, stop –
discontinue

• Difficult words should not be ruled out

• Use them when they fit your purpose and are understandable to
readers
‘ADAPTING YOURWORDS TO YOUR READERS’
Example 3
 Prefer Short Words
• Studies say short words communicate
better
– familiarity
– long words leave an impression of
difficulty

‘ADAPTING YOURWORDS TO YOUR READERS’

Example 4
 Use Slang and Popular Clichés with Caution
• Example
– No worries, that is sick!, for real?
– State of art, cutting edge, world class – moving forward, thought leaders, best
practices
– Give 110%, My bad, At the end of the day
• Helps in being part of “one of them” and adds colour to your language
• But can seem
– Out of date
– Replacement for thinking
– Deters Cross-cultural communication

‘ADAPTING YOURWORDS TO YOUR READERS’

 Use Technical Words and Acronyms
Appropriately
• Jargons will start to get familiar at
work
– Reduces the need for multiple words

• Acronyms
– Example: TVC/CSR/POP

• Benefit: Signal that you are qualified

• Problems
– Out of context outside of work

– Miscommunication
‘ADAPTING YOURWORDS TO YOUR READERS’
 Use Precise Language:
Concrete and Specific
• Good communicators use sharp, clear meanings

• Concrete (not Abstract) and Specific (not Vague)

• Being specific is not our only concern

• Elicit the right emotional response from

audience
– Dismissed, terminated, downsized, separated

– Denotation (Basic meaning same) – Different

connotation (Secondary meaning)
‘ADAPTING YOURWORDS TO YOUR READERS’
Example 5
Example 6
 Select words for appropriate usage

• Fewer – less

• Affect – Effect

• Further – Farther

• Continual-Continuous

• Than - then

‘ADAPTING YOURWORDS TO YOUR READERS’

Affect vs Effect
 Prefer Active Verbs
Passive at times useful
1. Avoid Blame
• (The colour design was not specified in your order)
2. Reduce the importance of the doer
• (The copier has now been replaced)
3. Performer is unknown
• (During the past year, the equipment has been sabotaged seven times)
4. Writer does not want to name the performer
• (Two complaints have been made about you)
‘ADAPTING YOURWORDS TO YOUR READERS’
Example 7
 Avoid Overuse of Camouflaged Verbs
• The verb describing the action in a sentence takes the form of a
noun
– Cancel – Make a cancellation
– Consider – Give consideration to
• In line with two previous suggestions
– Use concrete words
– Use active voice

‘ADAPTING YOURWORDS TO YOUR READERS’

Using discriminatory words means that we do not treat all people
with
equal respect.
SUGGESTIONS FOR
NONDISCRIMINATORY
WRITING
‘ADAPTING YOURWORDS TO YOUR READERS’
 Use Gender-neutral Words

• Acknowledge Gender diversity

1. Masculine Pronouns for both sexes

– 3 ways to avoid use

1. Reword (Comparison: Sexist – Gender

Neutral)
2. Plural
3. Gender neutral expressions: One, you,
he/she, s/he

–‘ Can affect flow

’ of words
ADAPTING YOURWORDS TO YOUR READERS
 Use Gender-neutral Words

2. Words derived from masculine words

– Chairman
– Chair, Presiding officer, Moderator,
Chairperson
– Comparison: Sexist – GN

3. Words that lower status

– Lady lawyer, Actress, Authoress

‘ADAPTING YOURWORDS TO YOUR READERS’

 Example 8
 Sexist: If a customer pays promptly, he is placed on our priority list.

 Gender-neutral: A customer who pays promptly is placed on our priority list.

 Sexist: When an unauthorized employee enters into the security area, he is

subject to dismissal.

 Gender-neutral: An unauthorized employee who enters the security area is

subject to dismissal.
 Avoid Words that Stereotype by
Race, Nationality or Sexual
Orientation
• Low income area - African American
• Spend thrift Indian Family

‘ADAPTING YOURWORDS TO YOUR READERS’

 Avoid words that stereotype by age

• Example
– Old man, young
accountant

‘ADAPTING YOURWORDS TO YOUR READERS’

 Avoid words that Typecast with Disabilities

• Example
– Crippled, Retarded, Handicapped
– Physically challenged

‘ADAPTING YOURWORDS TO YOUR READERS’