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THIRD EDITION
The Wri rite te Stuf tufff Six steps to written excellenc e
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Third edition November 2012 Published by: Emphasis 130 Queen’s Road Brighton BN1 your 3WB semester Master United Kingdom
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Third edition November 2012 Published by: Emphasis 130 Queen’s Road Brighton BN1 your 3WB semester Master United Kingdom
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Contents
Introduction
page 3
Tips for clear writing
page 5
Writing for the web
page 15
Writing email
page 23
Jargon buster
page 29
Writing for a global audience
page 31
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Introduction If you feel that your business writing could be better, you’re not alone. It’s something that millions of people struggle with worldwide. You’re You’re a step ahead of many of them if you’ve already recognised the problem. That’s why we’ve produced this guide. It’s packed full of tips, tactics and practical advice to help anyone who wants to improve the way they write at work. So you should nd it useful whether you want simply to brush up
your grammar and punctuation or to overhaul your entire approach to a report or proposal. English is a living language. There aren’t always universally accepted rules – and those that exist can become outdated. So we’ve also included our own house-style preferences (Chapter 6), which we at Emphasis use to solve spelling and grammar disputes.
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have a question that it can’t answer answer,, just contact us at
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The most valuable of all talents is that of never using two two words when
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Know your reader Know what you want to say
Know your reader
Know what yo want to say
We are all prone to becoming trapped in our own little world of ‘getting the document done’. Yet writing that does not consider the reader is unlikely to succeed in its objectives, or even to be read at all.
You need to put your important messages at the start, so make you know what they are before begin writing. Test them out lou before you commit them to pap you can’t make sense of them, will your readers?
To ensure you get your message waste a lot of time crafting You're ReadingWe a Preview across, ask yourself why youUnlock arefull access with sentences only to cut them (or a free trial. have them cut) at the nal edit. writing, what you are trying to say With Free Trial and to whom you are sayingDownload it. So it makes sense to sort out Make sure you are clear about your thinking at the planning, no what action you want your readers the writing, stage. Marshal your to take once they’ve read the material in a way that is logical document. In this way, you will tell transparent to your reader. And what they needwith to know, not use subheads to show readers Masterthem your semester Scribd Read Free Foron 30this Days Sign up to vote title what you’ve out. glance how your themes develo & The New York found Times Useful Not useful Special offer for students: Only $4.99/month.
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Reader-cent Say what
Reader-centred How to say writing what you me Ask yourself:
1 2
Why am I writing this?
It is what you say, not the way you say it (and that’s what gets results). In business, good writ invisible. You have failed if you your reader to concentrate on words rather than the message
There are specic ways in whic
you can hone your writing style You're Reading a Preview highlight what you are saying r Unlock full access with a free trial. than how you say it. Download With Free Trial
The central readability principles are:
Who is it for?
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• be direct • use the active voice • keep it short and simple Read Free Foron 30this Days Sign up to vote title • stick one sentence, Usefulto Not useful Cancel anytime. one idea proof it.
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Be direct
Be direct
Be direct by addressing your readers as ‘you’ and referring to yourself, writer, as ‘we’ or ‘I’ wherever possible. For example, in place of: ‘The of this sentence advise readers to adopt this technique’, write: ‘We adv you to adopt this technique’. This will make your writing – and its releva – easier to understand. ‘You’ and especially ‘we’ also make writing mor condent, more transparent and more personal.
Make sure, too, that you write about what concerns your readers rathe than about your organisation’s internal processes. You're Reading a Preview Unlock full access with a free trial.
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Before Delegates are instructed to send in examples of their writing courses. TheScribd Masterbefore yourtraining semester with ofce manager receives the
& The New York Times
samples and sends them to the trainers, who analyse them to get
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After Please send us an example of your writing before the course. We will analyse it Read Free For 30 Days Sign up to vote on this title so we can give you an idea Useful Not useful anytime. of whereCancel your strengths and weaknesses lie.
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Use the ac
Use the active voice
Using the active voice more is the single biggest thing that will give you writing a bit of oomph. If a piece of writing seems unspeakably dull, it’s probably because the writer has overused the passive voice. Consider this sentence: Allowances were made by the trainer for late arrivals.
This sentence is in the passive voice. The person or thing doing the ac (‘the trainer’) follows the action (‘were made’). The active voice puts the ‘doer’ – in grammar terms, the agent – rst. You're a Previewless clumsy: This makes the sense clearer andReading the wording access with a free trial. The trainer made allowancesUnlock for full late arrivals. Or Download With Free Trial The trainer allowed for late arrivals. You could also write the passive sentence like this: Allowances were made for late arrivals. This sentence does not tell you who took the action it describes (there
Masternoyour semester with Scribd agent). This is because, unlike the active Read voice, the passive Free Foron 30this Days Sign up to vote title allows y & The to New York Times Useful Not useful remove the agent. So if a sentence leavesyou asking: ‘By whom?’, Special offer for students: Only $4.99/month.
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passive. This is why the passive produces very opaque text. Using the
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Keep it short and simple (KISS)
Keep it short and simple (KISS
Make sure you write what you mean by saying it aloud. As far as possi use everyday language – the kind of language you use when you talk get your message across to your reader.
Be rigorous in your editing. Are you using the best word for the job? W do you mean? Is there a simpler way to say it? When you think you’ve nished, try cutting the content by a third. You're Reading a Preview Using jargon is ne for an internal or expert readership, provided you
Unlock full access with a it freewhen trial. are certain they’ll understand it. But avoid writing for external o non-expert readers. Keep abbreviations and acronyms to a minimum. Download With Free Trial And explain them when they do crop up.
Use verbs (which express actions) rather than nouns (which refer to things, people and places): it’s the verbs that make language dynamic Be especially vigilant for those heavy nouns ending in -tion or -sion, recommendation: this nominalisation (creating a noun from the verb Masteregyour semester with Scribd Read Free Foron 30this Days Sign up to vote title can make your writing clunky and boring to read, as it attracts redunda & The New York Times Useful Not useful
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words. is why we call these words ‘wafe magnets’ at Emphasis. Special offer for students:(This Only $4.99/month.
See the table opposite for some examples.
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Keep it short and sim
Verb Use
Nominalisation
implement/do
not
undertake the implementatio
consider/think about
not
give consideration to
complete
not
achieve completion of
decide
not
reach a decision
recommend
not
make a recommendation to
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Before
The aim of this document is to provide an outline of systemic operation facilitate the implementation of methodology that will assist the team avoidance of inconsistency in the wording used in training materials.
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One sentence, one idea
One sentence, one idea
Keep your sentences short. Your reader will nd it easier to understand
what you are saying if you stick to one idea per sentence. If you write a long sentence, with many asides and qualifying clauses (like this one),
reader will nd it hard to catch and then follow your drift and will probab
have to return to the beginning of the sentence in order to make sense and in turn – and perhaps most importantly – act on it.
Aim for an average of 17 words per sentence; use a maximum of 35. But varying your rhythm is key: try inserting the odd two- or three-word sentence for impact. It’s easy. And it may well keep your reader awake You're Reading a Preview
Before
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Download With Trial Whilst the organisation currently relies onFree sponsorship from small enterprises and individuals, the cooperation of large corporate bodies, without whose funding we will not be able to provide the services our c require, is now essential if we are to campaign successfully for legislat changes that will improve the lives of many sectors of the population.
MasterAfter your semester with Scribd & The New York Times Special offer We for students: $4.99/month. needOnly funding to lobby
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for legislative changes that will improve peop lives. At the moment, we rely on sponsorship from small enterprises an
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Proof it!
Proofreading isn’t an optional extra: make time for it. Try to create som distance between writing the document and proong it. Print it out and
come back to it when you’re fresh. And try to proofread away from you desk: this will help you read it as a reader, not as the writer. Use a rule guide you, and a pencil to point to each word individually. This will stop brain reading what it expects to see rather than what’s actually there.
Ten top tips for writing well You're Reading a Preview
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1. Know your reader.Download With Free Trial 2. Know what you want to say. 3. Be direct. 4. Use the active voice. Master your semester with Scribd Read Free For 30 Days KeepTimes it short and simple (KISS). 5. York & The New 6. Stick to one sentence, one idea.
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I try to leave out the parts that people skip. You're Reading a Preview
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Writing for the we Download With Free Trial
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First things first Know your audience
We behave differently online: we want specic information and we need know immediately that we’re in the right place to nd it. Most visitors website will give it between ve and ten seconds to prove its worth. Init
we are more likely to scan the text for key words, rather than read a pa from beginning to end. Once we know we’re in good virtual hands, we’l calm down and read properly.
As a web writer, your challenge is to make it as easy as possible for readers to complete their particular tasks quickly and painlessly. This section outlines how you can use structure and language to achieve th The principles for hard-copy writing all apply to writing for the web, but there are also some further considerations. You're Reading a Preview
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There’s a lot of information out there already. Do you have to write this page? Is the material already there on a different page on your site? C you link to it to avoid duplicating effort?
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information. Stick to one topic per page. And mak sure each page is self-explanatory and self-contained. It should stand
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Subheads and
Know your audience
Apply the same reader-centred approach as for hard-copy writing. If anything, be even more rigorous. Imagine who is likely to be visiting the site – what they like, what their attitudes are and what they’re looki for – and keep these typical visitors in mind with everything you write the web.
With such short attention spans, your readers need to see that you are giving them what they are looking for right up at the top of the page. Us meaningful titles, eg ‘Why we’re different’ and ‘How to book a course’. A
make sure you get your mainYou're message across in the rst couple of line Reading a Preview Unlock full access with a free trial.
Subheads and formatting Download With Free Trial
Use regular, clear subheads to break up the text and make it easy for y reader to jump to the appropriate section. Make your subheads explicit, using bland, general wording. So ‘40 years in the business’ is Masterrather yourthan semester with Scribd Free Foron 30this Days Sign up to vote title tell the s better than ‘Our experience’. Combined, your Read subheads should
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words in the body text, but try to include key w
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Hyperlinks Paragraphs
Hyperlinks
the reader. Format hyperlinks text, rather than ugly URLs, an use a style that underlines the or highlights them in a differen Each time you link to another colour, so readers know they c site, you make it more likely that click on them. Punctuate arou visitors will leave yours, never to the text the same as you woul return. So use hyperlinks to other other piece of writing. You're Reading aany Preview sites sparingly. Unlock full access with a free trial.
Think about where you’re sending your reader – and Download With Free Trial remember that each page acts as an advertisement for the next. Keep paragraphs short. Use Ensuring that links to other sites subheads (see page 17) to open in another window will help signpost content more often th visitors from losing their Masterstop your semester with Scribd And d you Read would inForhard copy. Free 30this Days Sign up to vote on title thread. But linking within your own & The New York Times Useful Not useful t too try to much on a page. I Cancel anytime. site too much is also distracting. Special offer for students: Only $4.99/month.
Paragraphs
you nd it extends way beyon
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Get to Keep
Get to the point
Keep up to date
Don’t mess around with
Review your pages regularly, You're Reading a Preview background and wafy welcomes. making sure any dates, eg Unlock full access with a free trial. Get rid of any ‘We have written events, are updated. Out-of-da this page to help you …’ stuff. information will undermine the Download With Free Trial Use the readability techniques content of your whole site. in this guide to write concise, unambiguous text. Pay special attention to sentence length: if in doubt, put that full stop in.
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Web writing that doesn’t work
Web writing that doesn’t work This extract is from the building standards page of a (ctitious) local
council website.
Before
Dangerous structures and public safety
Building Standards has a responsibility to deal with dangerous buildings as they occu Buildings may become gradually dangerous due to old age, deterioration or settlem You're Reading a Preview by more dramatic causes such as storm, explosion, fire or impact by vehicles. All build
Unlock access with to a free trial. that appear to be dangerous should befullreported the Council who will treat the m with the utmost urgency.
Download With Free Trial
If it is considered that a building is immediately dangerous, Building Standards can r
immediate evacuation and require, or take, any action necessary to protect the publ adjacent property. Such action may involve temporary road closure, barricading, sho scaffolding, repairs or demolition.
Where the building is not immediately dangerous, the owner would receive a notice requiring the property to be made safe within a stated time and, if satisfactory actio
Master your semester with Scribd Read Free Foron 30this Days Sign up to vote title taken, an Enforcement Order may be issued. If this is not complied with, the Council & The New York Times Useful Not useful
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It is often possible to discuss a dangerous building with its owner in the hope that th
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Web writing that do
active voice , page 9) as it could be. And there are no contact details, w
undermines the practicality of the page as a whole. Here’s a rewritten v that gets to the point, signposts the information clearly and tells reader they need to know.
After
Dangerous structures and public safety
If you think a building is dangerous, please report it to us in the Building Standards t and we’ll treat the matter with the utmost urgency. You're Reading a Preview
Legal powers
Unlock full access with a free trial.
We can often discuss a dangerous building with its owner and resolve the matter qu But we also have legal powers to take action to make buildings safe. Download With Free Trial
The action we take will depend on how dangerous the building is. If it’s not immedia dangerous, we will send a notice to the owner, requiring them to make the property within a stated time. If the owner doesn’t comply with initial requests, we may then an Enforcement Order.
measures MasterEmergency your semester with Scribd Read Free Foron 30this Days Sign up to vote title We will evacuate the building if we think it is immediately dangerous. We mayalso & The New YorktoTimes Useful Not useful the road, o temporarily other actions protect the public. These may include closing Special offer for students: Only $4.99/month.
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barricading, shoring, scaffolding, repairing or even demolishing the building – recov
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True eloquence consists of saying all tha should be, no all that could be, said. You're Reading a Preview
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Writing ema
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Is anyone there? Calm down
Many of the ‘rules’ of email usage rely on common sense and are, to some extent, idiosyncratic: we all have our own favourite methods for structuring, prioritising and archiving messages. Here are a few tips for getting the most out of email – and ensuring your reader actually reads your messages.
Is anyone there?
Unbelievable as it may seem, not everyone checks their emails hourly or even daily. Don’t fret over a lack of response until you have tangible cause to do so. If you need an urgent reply, try sending a short test message rst to check that your recipient is actually there. Or, better
still, pick up the phone.
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Calm down
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Email is unforgiving. Without facial expression and tone of voice, it’s ve easy to get it wrong. What you thought was a pithy, to-the-point messa might come across as terse, bossy, or – worse – aggrieved.
Master your semester with Scribd Read Free Foron 30this Days Sign up to vote title time responding to messages thatanger upset you. Remo & The Take Newyour York Times Useful or Not useful Special offer the for students: Only $4.99/month. recipient’s address
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before you write anything, so you don’t send it prematurely. And save your reply as a draft to re-read later when you’v
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Add attach
Add attachments first We’ve all done it: sent a message with attachments – without the attachments. Try adopting this routine for every message you send:
1. Add the attachment(s). 2. Write the message. 3. Add the subject line. 4. Write the recipient’s address. It’s very simple, but it does work. Without an address, the message isn’t going anywhere. And if you always add the attachments rst, You're Reading a Preview you’ll be less likely to forget them. With ‘Reply to’ messages, try Unlock full access with a free trial. deleting the recipient’s address before starting at number 1. Download With Free Trial
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Subject lines Be professional Keep it snappy
Use a meaningful subject line
Reel in your recipient with a relevant, unambiguous subject line. For example, ‘Chapter 4 update?’ will probably provoke a quicker response than ‘Various’. Asking a question will often get a speedy reply, as the recipient feels they can give a brief answer before getting on with other more complex emails or tasks.
Remember to re-title a message that you have been batting to and fro, to make it relevant to the particular point in that message. For the sam reason, give new subject lines to messages that have been forwarded endlessly and no longer have any relevance to the original title. You're Reading a Preview Unlock full access with a free trial.
Be professional
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Email has dispensed with much of the formality of traditional business writing. Using ‘Hi’ or just the recipient’s rst name then ‘Kind regards’
or ‘Many thanks’ keeps the tone direct and approachable. But beware of being too informal, especially across cultures or with recipients in a
Mastersuperior your semester position. Forwith a rstScribd contact, err on the side of caution, eg use Read Free Foron 30this Days Sign up to vote title rather Times than ‘Hi’. You can always become less formal when you & The ‘Dear’ New York Useful Not useful Special offer become for students: Only $4.99/month. more familiar
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Print Do
Print and proof
Try to print and proofread important emails before you send them (see Proof it! , page 13). Not only will you then spot any embarrassing typos but you will pick up on repetition and woolly phrasing when you see the message in black and white.
If you want to use less paper, make a PDF of your email and proofread that onscreen – it’s not as good as reading hard copy but it works bette than re-reading the email itself. As with all writing, try to leave some time between the writing and the proong of the message.
Try sending it to yourself as well. Oddly, reading a message in your own inbox puts you more in the frame of mind of the reader. This is a You're Reading a Preview useful trick for monitoring your tone and spotting out-of-place remarks Unlock full access with a free trial.
especially when proong emails on a smart phone or tablet. Download With Free Trial
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Here is a list of clichés, jargon and management-speak that we advise to avoid, with their alternatives.
add value to
improve
adjacent to
next to
as to
about, on, of (often redundant)
at an early date
soon
at this moment in time
now (often redundant)
bottom line
most important thing, main point
deliverables
(Avoid: say what they are, eg results or repor
going forward
(Usually redundant: rarely does life go backwa
You're Reading a Preview
engage with
talk full to,access contact Unlock with a free trial.
in close proximity to
near With Free Trial Download
in the case of
with
in the eld of
in
is able to
can
Master joined-up your semester with Scribd (Avoid.) Read Free Foron 30this Days Sign up to vote title & The leverage New York Times Useful Not useful (in non-nancial make the most of context) (vb) Cancel anytime.
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outside of
outside
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4
You're Reading a Preview Unlock full access with a free trial.
Jargon bust
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Simplicity is the ultimate sophistication You're Reading a Preview
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Writing for a global audienc Download With Free Trial
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Abbreviations and acronyms Colloquial expressions
There’s more to writing for a non-British reader than making decisions about whether to use UK or US spelling. (We use UK: see Problem wo page 50, for more on spelling.) This section offers a few tips on how to write for a global audience without confusing or irritating your readers w unfamiliar words, concepts or references.
Avoid abbreviations and acronyms
Be careful with colloqui expressions and popular culture
Any collection of letters may You're Reading a Preview Unlock full access with a free trial. have a different meaning in other countries. So while the BBC Download With Free Trial means the British Broadcasting Don’t make assumptions abou Corporation to UK readers, it your reader’s familiarity with a may also stand for the Bat-lovers particular country’s culture. Ma of British Columbia. Or the Boy readers will have no idea wha Buglers of Canberra. do if you ask them to keep the
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audience and always explain them in full the
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Simple
Explain local business terms
Use simple language
Explain terms such as redundancy Always go for the clearest opt (‘retrenchment’ in South Africa), when choosing which words to You're Reading a Preview downsizing or brainstorming. use. Avoid phrasal verbs, eg Unlock full access with a free trial. Or avoid them altogether. up. So ask if she came to the Download With Free Trial not if she turned up. meeting, apply the KISS principles (see Keep it short and simple , page using concrete terms rather th
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all, never mind whether they’re
wafy abstracts.
Before Read Free Foron 30this Days Sign up to vote title Useful Not useful We needCancel toanytime. think outside the b on this one and come up with
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The chief virtue that language can have is clarity.
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Headings White space Fonts
Not everyone agrees on the ‘rules’ of English. But you still ne a consistent voice across your organisation. That’s where a style comes in. This chapter gives our house style at Empha
A. Layout Headings
Think carefully about ‘signposts’ – such as section heads and subhead because these give readers an immediate overview of your arguments help keep them reading. Make sure the subheads actually say someth about the content. And work out the hierarchy before you start, so that main heads, section heads and subheads are consistent in size and st You're Reading a Preview Unlock full access with a free trial.
White space
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Sometimes it’s not what you include but what you leave out. Believe it not, white space – areas where there is no print, such as margins – is a part of design. A document with wide margins, clear type and decent sp between the lines is much easier to read than one crammed full of text
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Bullets
Use a consistent style across your company. For example, at Emphasi use square bullets in the body text of Word documents.
Introduce bullets with a colon. Use: q lower case q no punctuation q a full stop after the last bullet if it ends the sentence (as this one do Bullets (and sub-bullets) thatYou're are whole should begin with Reading sentences a Preview capital letter and each should end with a full stop, as shown below: Unlock full access with a free trial. q q
Use a capital letter and aDownload full stop forFree bullets With Trial that are whole senten Be consistent with bullet structure: Do not mix whole sentences and fragments in one list. Indent sub-bullets under the main bullet. At Emphasis, we make our sub-bullets smaller and black.
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Extracts Bold and underline Italics
Extracts
Indent quotes or extracts of more than 50 words. Do not use italics in t case, as it makes them hard to read. Introduce them with a colon (see Colons, page 44).
Bold and underline
Use bold for headings and subheads. Avoid using bold to highlight wor within text. You're Reading a Preview Avoid using underline – either in headings or to emphasise a word. Unlock full access with a free trial.
Italics
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Use italics for: q
books, publications, newspapers and radio and television programm eg Troublesome Words by Bill Bryson, The Times
foreign phrases that are not assimilated into English (including Lati Master your semester with Scribd Read Free For 30this Days Sign up to vote on title terms), but use the English alternative whenever possible & The New York Times Useful Not useful q
but use sparingly and try toCancel ndanytime. an alternative expression if possible: ‘style does matter’ or ‘but style matters’
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Comp
B. Names and numbers Company name
Use the full name of a company, including the ‘Ltd’ if it has one, in lega contract documents only. For general documents, refer to the company it refers to itself. q
Emphasis trainers are the best in the business.
If a company’s name starts with a lower-case letter, you can replace it an upper-case letter to aid clarity. For example, we spell Emphasis with lower-case ‘e’ in our logo but nowhere else. You're Reading a Preview
Capitals
Unlock full access with a free trial.
Avoid unnecessary capitals, but stick to the rules below: Download With Free Trial
Job titles Use lower case unless it is a formal title or a brand name: The trainers are busy. q All trainees will be allocated a line manager. Robsemester Ashton, the with Emphasis Chief Executive, has arrived. Masterqyour Scribd Free Foron 30this Days Sign up to vote title q Stuff. Use the Emphasis style guide, The WriteRead & The New York Times Useful Not useful Cancel anytime. q UK Prime Minister David Cameron Special offer for students: Only $4.99/month. q A number of prime ministers attended. q
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Addresses Writing numbers
Regions
Countries, states and regions regarded as having a distinct identity nee capitals: France, Northern Ireland, West Virginia, the South East.
Areas that do not have a distinct identity do not need capitals: the sout of Norway, western France.
Addresses Use open punctuation – do not punctuate addresses: Mr R Smith Emphasis Training Ltd 130 Queen’s Road Brighton BN1 3WB
You're Reading a Preview
Unlock full access with a free trial.and valedictions: Likewise, do not put a comma after salutations
Dear Mr Smith Dear Fiona Kind regards
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Writing numbers outsemester numbers one to ten in words. MasterWrite your with Scribd Free Foron 30this Days Sign up to vote title Use gures for 11 and above: 11; 61; 11,000.Read & The Write Newout York Times Useful Not useful rst, second, third etc in full (not 1st, 2nd, 3rd). Special offer for students: Only $4.99/month.
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Always use gures if decimals or fractions are involved: 6.25 or 6¼.
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Writing
Write millions as 60 million or 60m (not 60,000,000). File sizes should always be written as abbreviations: 45Kb;1.8Mb. A billion is a thousand million (1,000,000,000), not a million million. Write billions as 6 billion or 6bn (not 6,000,000,000).
Percentages
Use per cent in running text (as opposed to tables etc), not the % sign: q q
A good 95 per cent of delegates leave satised. Almost all delegates (95 per cent) leave satised.
Date, time and range Write dates in this format: 7 September 2012. You're Reading a Preview q The meeting is on 8 March 2013.
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Use these forms rather than the 24-hour clock: 9.30am, 12 noon, 5pm. Download With Free Trial
Use twentieth century, not 20th century. Use from/to, between/and or X–X. But don’t mix and match: q from 9am to 5pm q between 9am and 5pm course time: 9am–5pm. Masterq your semester with Scribd
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Abbreviations and acronyms Ampersands
C. Punctuation Abbreviations and acronyms
Do not use full stops in abbreviations or acronyms (abbreviations that c be pronounced as words). For example: q
ie, eg, etc, am, pm, ltd, UK, US, Dr, Mrs, m, kg, km, Ofcom
Write abbreviations that are pronounced as individual letters – such as and CEO – all in upper case. Write acronyms – such as Unicef – with o an initial capital letter. You're Reading a Preview
Unlock full access with a free trial. Precede ‘eg’ and ‘ie’ with a comma, eg as in this example, or with a bra (eg as shown here). Do not use a comma orTrial colon after ‘eg’ or ‘ie’: Download With Free q
To nd out more, enrol on one of our courses, eg High-impact writi
Do not use apostrophes to make abbreviations plural: HGVs, CVs. The rst time you use an abbreviated term, write it out in full followed
the abbreviation or acronym in brackets. This is not necessary if the Masterbyyour semester with Scribd Read Foron 30 Days Sign up to this titleoften use abbreviation is so familiar to your audience that itFree isvote the more & The and Newmore York Times Useful Not useful readily understood form, eg HIV, DNA, MP. Special offer for students: Only $4.99/month.
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Ap
Apostrophes Use apostrophes to: q q
q
represent missing letters, eg don’t, isn’t, Helen’s early denote periods of time, eg a day’s leave, a week’s holiday, in three weeks’ time show possession, eg Jane’s bag, the group’s project, workers’ righ For nouns ending in ‘s’, follow these guidelines:
singular: use the normal ’s, eg his boss’s car, the business’s success singular proper nouns: go by sound – in general, use ’s for a Preview monosyllabic names You're and ’ Reading alone for polysyllabic names, eg Jam Unlock full accesstrainers, with a free trial.Dickens’ novels, in Jesu book, Cass’s sister, Emphasis’ name (note that biblical and classical names usually take ’ alon Download With Free Trial plural: use ’, eg the Joneses’ dog, other businesses’ problems singular in meaning, but plural in form: use ’, eg the United Stat foreign policy, the Philippines’ president.
For joint possession, eg Janet and John’s book, use an apostroph onlysemester after the second Use an apostrophe after each name, Master your withname. Scribd Read Free Foron 30this Days Sign up to vote title David’s and Sarah’s books, for separate possession, ie each perso & The New York Times Useful Not useful Cancel anytime. owns different book(s): Special offer for students: Only $4.99/month.
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Brackets Colons
Brackets Use round brackets to: q
include optional information, eg almost half (48 per cent)
q
explain a term, eg upper case (capital letters)
q
q
introduce an abbreviation, eg the summary review memorandum (SRM) cross-refer, eg in the plain English dictionary (page 43).
Use square brackets to: q
include an editorial comment or direction, eg a huge bonus [Rob, please conrm]
q
include a clarication that is not part of quoted text, eg but the posi You're Reading a Preview [in business writing training] is far from clear. Unlock full access with a free trial.
The full stop should lie inside the closing bracket if the whole sentence Download With Free Trial bracketed, and outside if the bracketed section forms only part of the w sentence, eg Hope this helps. (Look at the website too.) If you’d like help, get in touch (or look at the website).
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introduce lists, eg the three things we need: time, investment
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emphasise a question, eg The question is: are their traditional business processes up to the job?
lead the reader from an idea (usually in the form of a statement tha could be a complete sentence) to its consequence or logical continuation, eg He was very tired when he did that piece of work: there were lots of mistakes in it.
Compare this nal use of the colon, where there is a step forward in
argument (often cause: effect, or fact: explanation), with the similar use the semicolon, which links balanced or parallel clauses (see Semicolon page 49). Use lower case after a colon, except when introducing a list bullets that are whole sentences (see Bullets, page 37).
Commas Use commas to: q
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help the reader understand the sense of something, eg However might feel the new law will make a difference. However you might the new law will make a difference.
denote a natural pause, often after a secondary clause at the begi of a sentence, eg Unfortunately, this is not true. Although it was Master your semester with Scribd raining, we decided to go for a picnic. Read Free Foron 30this Days Sign up to vote title q
& The New York Times Useful Not useful show that information is extra to the main idea, eg The photocopie q
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which is on the second oor, needs repairing.
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Dashes Exclamation marks Full stops
Dashes Use dashes to: q
explain, paraphrase or draw a conclusion from something you hav just written, eg He had a natural air for leadership – hence his
promotion. q
highlight a parenthetical point, eg The show – a runaway success – has just had its nal week.
q
show a range or sequence, eg 1999–2004, A–Z, 5pm–6pm, London–Edinburgh line.
There are two kinds of dash:You're the em-rule (––) and the en-rule (–). Britis Reading a Preview style typically uses the en-rule; American style, the em-rule. At Empha Unlock full access with a free trial.
we use the en-rule. For the rst two bullets above, be sure to put a spa Download don’t With Free Trial either side of it. (American em-rules use spaces.)
Do not confuse an en-rule with a hyphen: it is twice the length (see Hyphens, opposite).
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sparingly and singly to express surprise, shock despair, eg I don’t believe it!
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Hyphens Use hyphens to: q
join words in adjectival phrases before the noun, ie where the word work together to describe something, eg information-led society, lo
term view (but not if the rst word ends in -ly, eg highly prized auth q
add the prex ‘re’ only when ‘re’ means ‘again’ and only when omit
the hyphen would cause confusion with another word, eg re-sign/r q
form some compound words. At Emphasis, for example, we follow guidelines below:
One word:
Hyphenated: You're Reading a Preview
Separate words:
breakdown (n)
cost-effective Unlock full access with a free trial.
break down (v)
changeover (n)
decision-maker
line manager
cooperate
eye-opener
per cent
coordinate
full-time
set up (v)
database
high-impact writing
version that is up to
email
in-house course
web page
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ongoing
self-assured
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Question marks Quotation marks
Question marks Use question marks: q
for direct questions, eg What are we going to do?
Do not use for sentences such as: I wonder if you could let me know.
Quotation marks
Use single quotation marks for direct speech and for highlighting words or phrases. Use double quotation marks only for a quote within a quote Introduce short quotes with a comma (see Commas, page 45) and lon quotes with a colon (see Colons, page 44). You're Reading a Preview
Put the punctuation within the quotation marks only if it’s part of the qu Unlock full access with a free trial. Quoting a complete sentence means quoting the full stop too. So it goe Download Withpart Free Trial inside the quotation marks. But quoting of the sentence doesn’t, s full stop goes outside.The following passage illustrates most eventualit She said, ‘The food wasn’t even hot.’
She said that the food was far from the promised ‘sizzlingly smashin
Master your semester Scribd She said, ‘The foodwith wasn’t even hot and allRead theFree manager couldsay w Foron 30this Days Sign up to vote title “Better eat Times it quickly then,” which wasn’t very helpful.’ & The New York Useful Not useful Special offer for students: Only $4.99/month.
‘I will not be coming back,’ she said.
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Semicolons Think of semicolons as ‘super commas’. Use them to: q
q
separate long phrases in a list when at least one of the phrases contains a comma, eg You will need the following items: climbing boots (or strong walking shoes); two pairs of lightweight trousers; and – most importantly – a waterproof jacket, which must have zipped internal pockets.
link two related clauses that could otherwise be joined with ‘and’ o ‘but’, eg Some people do their best work in the morning; others are at their best in the afternoon. You're Reading a Preview Unlock full access with a free trial.
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Problem words
D. Problem words This section deals with words that are commonly mis-used, mis-spelt or otherwise abused. If you can’t nd what you’re looking for
anywhere else in this guide, look here.
among/amongst Use ‘among’.
anyone/any one
One word when referring to a person, eg Is anyone there? affect/effect Otherwise, two words, eg He You're Reading a Preview received three job offers, any Both are commonly used as verbs Unlock full access with aof freewhich trial. would have suited h but mean different things. To affect means ‘to inuence’ or ‘to adopt a With Free Trial Download
pose, assume the manner of’ (as in ‘affectation’): q
This weather affected my mood; he affected indifference.
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centre on/around Use ‘centre on’ and ‘revolve around’. compare to/with Read Free Foron 30 Days Sign up to vote this title
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Use ‘compare to’ to liken thin eg Shall I compare thee to a
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Prob
complement/ compliment The rst means ‘to support, make
data
Treat ‘data’ as singular, eg Sen me this data (not these data). Technically data is plural, as is agenda. But nobody uses the singular ‘agendum’, and the singular ‘datum’ likewise come across as pedantic.
whole or expand’, eg This project complements the work we did last year. The second means ‘to encourage or praise’, eg He paid a compliment to Jenny. Likewise, You're Reading a Preview complementary therapy supports Unlock full access with a free trial. dependant/ or broadens existing treatment; Download Withdependent Free Trial complimentary treatment is free.
comprise No ‘of’ with comprise, eg The group a trainer, an accountant Mastercomprises your semester with Scribd and a salesperson.
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Or try ‘consists of’ instead, eg
Your dependants are the ones who depend on you, such as your family. Dependent means ‘contingent upon’, eg The contr renewal is dependent onyour Read Free Foron 30this Days Sign up to vote title performance. Useful Not useful Cancel anytime.
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Problem words
fewer/less Use ‘fewer’ for countable things and ‘less’ for uncountable things, eg There are fewer bottles but less milk.
(as it does here), it must follow full stop or semicolon and not a comma. Consider these examp q
q
These things, however, are bound to happen. These things are bound to happen; however, we mus
Sometimes the boundaries are blurred, eg It is less than ten miles nd a solution. to London. Here, the ten miles is q However, these things are thought of as one total distance, bound to happen. rather than ten units of one mile. However these things hap You're Reading q a Preview Apply common sense if in doubt. we must nd a solution. Unlock full access with a free trial.
focusing/focussing
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Both are correct. Use the version with one ‘s’.
at the beginning of Master‘h’ your semester with Scribd word & The a New York Times Special offer for students: Only $4.99/month.
Use ‘an’ before a word beginning
-ise/-ize
Use the standard British conve of -ise where there is a choice, eg realise, organise, apologise Read Free Foron 30this Days Sign up to vote title
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The regular past and past parti
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Prob
momentarily commonly means
that/which
‘at any moment’, eg I’ll nish
this momentarily. Stick to the UK version.
In general, use ‘that’ to dene a
‘which’ to explain or inform: q
practice/practise In UK English, ‘practice’ is the noun, ‘practise’ the verb, eg I need to do my piano practice, but I also need to practise playing the piano.
The report that was publis last year was excellent.
Here, ‘that’ denes the report w
talking about, ie the one that w published last year, not the one was published the year before.
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The report, which was published last year, has be Download With Free Trial accepted. This means ‘soon’, not ‘at present’.
presently
q
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principal/principle ‘Principal’ is a noun or adjective means ‘main’ or ‘chief’, eg the Masterthat your semester with Scribd principal point; the principal of the & The college. New York Times ‘Principle’ is a noun that Special offer for students: Only $4.99/month. means ‘fundamental characteristic,
Here, ‘which’ introduces inform not central to the meaning of th sentence: we could remove the middle section and it would stil make sense, just astitlewe could i Read Free For 30this Days Sign up to vote on Useful Not useful werein brackets. Cancel anytime.
So ‘which’ qualies and usually
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Index
Index Abbreviations 10, 42, 43, 44
Exclamation marks 46
use when writing for a global audience 32
Extracts 38, 44 Fonts 36
Acronyms 10, 42
Formatting 17
use when writing for a global audience 32
Full stops 18, 19, 37, 42, 44, 46 Grammar 9
Active voice 9, 13, 20
Headings 36, 38
Ampersands 42
House style 35–53
Apostrophes 41, 42, 43 Audience, writing for a global 31–33 Bold 38 use when writing for the web 17 Brackets 42, 44, 53 Brand names 38, 39
Hyperlinks 18, 38 Hyphens 40, 41, 46, 47 Italics 17, 38
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Jargon 10, 28
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16, 17 Download WithKey Free words Trial
Bullets 37, 44, 45, 46
Lists 37, 44, 45, 49
Capital letters 36, 37, 39–40, 42
Lower case 37, 39, 45
Captions 37
Management-speak 11, 28
Colloquialisms 32
Nouns 10, 43, 47, 50, 52, 53
38, 42, 44–45 , 48 Scribd MasterColons your37, semester with 40, 42, 44, 45, 48, 49, 52, 53 & The Commas New York Times
writing for different 26, 31–33 Special offer Cultures, for students: Only $4.99/month. Dashes 41, 46
Numbers, writing 39, 40–41 Read Free Foron 30this Days Sign up to vote title
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use when writing for the web
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Page numbers in bold show where the subject is explored in more depth.
Question marks 48 Quotation marks 48 Quotes 38, 44, 45, 48 Readability principles 7–13, 19 be direct 8, 20 use the active voice 9, 20 keep it short and simple 10–11, 26, 33 stick to one sentence, one idea 12 proof it! 13 Reader-centred writing 6–7, 13, 16 Semicolons 45, 49, 52 Style email writing 26 house 35–53
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writing 7 Spelling 50–53 Subheads 6, 13, 18, 20, 26, 37, 38 layout 36 use semester when writing for the web 17 Master your with Scribd Tables 37 & The New York Times Special offer Tips for students: Only $4.99/month.
clear writing 5–13
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[Emphasis] knows how to teach people to write well. But what really impressed us was the time and effort spent tailoring that to the M&S brand. Jo
Rook, Marks
&
Spencer
Probably the most practically useful course I’ve attended in recent years. You're Reading a Preview
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Gordon, Deloit te
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Who are we? At Emphasis, we know that business writing is something that, worldwide, millions of people struggle with. So we’ve made it our mission to help them.
Since we set out in 1998, we’ve helped more than 20,000 people wr better documents, email and web content – mainly through the 3,00 courses that we’ve run for organisations across the globe.
Because we are specialists, we can create bespoke in-company courses in any area of written communication, from how to reply to a complaint email throughYou're to how to write a bid for a national rail Reading a Preview franchise. Our in-house team of experts includes specialists in repor Unlock full access with a free trial. writing, preparing speeches for senior executives and writing English Download With Free Trial for speakers of other languages.
Our client list is made up of a huge range of organisations in the pub and private sectors. These include government agencies such as the Environment Agency, Natural England and Dstl; household names such as M&S, Nestlé, Gillette and RAC; and major accounting and la
Master your semester Scribd rms such as Ernstwith & Young, DLA Piper and Lovells. Read Free Foron 30this Days SignHogan up to vote title We also & The New York Times Useful Not useful work with much smaller organisations andhelp individuals through o Special offer for students: Only $4.99/month.
regular public courses.
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