Jeta Majumder

Assistant Professor
Department of Marketing
University of Dhaka
Adapting Your
Words to Your
Readers
 Explaining the role of adaptation in selecting words
that communicate (LO-1)
 Simplifying writing by selecting familiar and short
words (LO-2)
 Using slang and popular clichés with caution (LO-3)
 Using technical words and acronyms appropriately
(LO-4)
 Using concrete, specific words with the right
shades of meaning (LO-5)
 Avoiding misusing similar words and use idioms
correctly (LO-6)
 Using active verbs (LO-7)
 Using words that do not discriminate (LO-8)
 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.
 Tailoring the message according to the readers is not only
strategically necessary; it is also a sign of consideration for
their time and energy.
 Everyone benefits when messages are clear and
appropriate to the correspondents’ situation.
 Example
 The following paragraphs from two company annual
reports illustrate the basic principle of adaptation.
 Last year your company’s total sales were
$11,74,00,000, which was slightly higher than the
$10,98,00,000 total for the year before. After
deducting for all expenses, we had $45,93,000 left
over for profits, compared with $28,30,000 for 2011.
Because of these increased profits, we were able to
increase your annual dividend payments per share
from the 50 cents paid over the last 10 years.
 The corporation’s investments and advances in three
unconsolidated subsidiaries (all in the development
stages) and in 50 percent-owned companies was
$4,22,00,000 on December 31, 2012, and the excess of
the investments in certain companies over net asset
value at dates of acquisition was $17,60,000. the
corporation’s equity in the net assets as of December
31, 2012, was $4,18,00,000 and in the results of
operations for the years ended December 31, 2011 and
2012, was $13,50,000 and $8,87,500, respectively.
Dividend income was $750,000 and $3,88,000 for the
years 2011 and 2012, respectively.
 Which writer was right?

Adaptation is one of the most powerful

communication strategies.
 What if you need to address your message to several different
readers? What if readers vary widely in terms of their
education, knowledge of the subject, and reasons for
reading? How can you write your message in such a way that
you communicate to everyone?
 As with every other element of your messages, your choice of
words needs to be guided by your audience and purpose.
 That is the main ‘rule’ for effective wording.
 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
– Example: free gift, true fact, past history
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.
 A good suggestion is to use the simplest words
that carry the meaning without offending the
readers’ intelligence.
Unfamiliar Words Familiar Words

This machine has a tendency to This machine tends to

develop excessive and get noisy when it runs
unpleasant audio symptoms hot.
when operating at elevated
temperatures.
Company operations for the The company lost money
preceding accounting period last year.
terminated with a deficit.
Purchase of a new fleet is not Buying new trucks is not
actionable at this juncture. practical now.
 Short words are generally familiar words.
 Long words leaves an impression of difficulty in the mind of
the readers.
 Not all short words are easy (e.g., gybe, id) and not all long
words are hard (e.g., automobile, bicycle). Even children
know such long words like hippopotamus.
 However, word length and word difficulty are related.
 Thus, Rely mostly on short words and use long ones with
caution.
Long Words Short Words

The proposed enhancement We are considering your

under consideration. suggestion.

They acceded to the They agreed to work with

proposition to undertake a us.
collaborative venture.
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’s up?
Avoid these. Use of these tend to create cross-
cultural communication problems
-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 1. Where the sample is less than 30
2. Cash Cow 2. A company that generates
steady returns
3. Annuity 3. A fixed some of annual payment
4. Aged workers 4. Workers past the age of 65

SEO= search-engine optimization

CRM= customer relationship management
 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
new employees. three new clerks.

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

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

This procedure requires a This process requires a

constant low temperature. constant temperature of 10
degrees centigrade.
 Certain pairs of words in our language can cause trouble for
writers. For example, do you know the difference between
fewer and less? Farther and further? Affect and effect?

Incorrect Correct
The company needs to The company needs to
improve it’s website improve its website
Please give me your advise Please give me your advice

 In your effort to skilful writer, you should also use idioms

correctly.
Faulty Idiom Correct Idiom
Authority about Authority on
Comply to Comply with
Different than Different from
In search for In search of
 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 president read your
The profit and loss statement is report.
prepared by the treasurer each
month. The treasurer prepares
.
the profit and loss
statement each month.
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
 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.
 Avoid Stereotyping Language
 Race • Age
–Crinkly old man
– a hard-working (elderly/veteran)
Negro (person)
• Disability
• Sexual Orientation –deaf and dumb
– A lesbian athlete (person with special
(athlete) needs)
– A gay artist (artist) –crippled
(person with special
needs)
 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
 Eliminate Masculine Pronouns
Sexist Nonsexist
We will reimburse any We will reimburse any
employee who paid his travel employee for travel
expenses. expenses.
If a customer pays promptly, A customer who pays
he is placed on our preferred promptly is placed on our
list. preferred list.
A physician should treat his A physician should treat
patients with respect. patients with respect.
 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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