Chapter 4 - Using an appropriate style. After studying this chapter, you should be able to: Simplify writing by selecting familiar and short words, use technical words and acronyms with caution, write concretely and use active verbs, write with clarity and precision by selecting the right words and by using idioms correctly,. | four “Choosing the best words depends on your goal and your readers.” Using An Appropriate Style Selecting Appropriate Words Use familiar words. Use slang and popular clichés with caution. Prefer short words. Use technical terms and acronyms with caution. Use concrete language. Prefer active verbs. Avoid camouflaged verbs. Select words for precise meanings. Avoid discriminatory wording. Use slang and popular clichés with caution. We’ll develop a branding strategy that pushes the envelope. This decision is a no-brainer. We’ve brought in the low-hanging fruit; now we need to reach out to more difficult prospects. Let’s develop a dog-and-pony show that our sales people can take around to different B2B suppliers. Use initials and acronyms with caution. RFID FTC CD IPO RV NATO IRS Radio Frequency Identification Federal Trade Commission Certificate of Deposit/Compact Disc Initial Public Offering Recreational Vehicle North Atlantic Treaty Organization Internal Revenue Service . | four “Choosing the best words depends on your goal and your readers.” Using An Appropriate Style Selecting Appropriate Words Use familiar words. Use slang and popular clichés with caution. Prefer short words. Use technical terms and acronyms with caution. Use concrete language. Prefer active verbs. Avoid camouflaged verbs. Select words for precise meanings. Avoid discriminatory wording. Use slang and popular clichés with caution. We’ll develop a branding strategy that pushes the envelope. This decision is a no-brainer. We’ve brought in the low-hanging fruit; now we need to reach out to more difficult prospects. Let’s develop a dog-and-pony show that our sales people can take around to different B2B suppliers. Use initials and acronyms with caution. RFID FTC CD IPO RV NATO IRS Radio Frequency Identification Federal Trade Commission Certificate of Deposit/Compact Disc Initial Public Offering Recreational Vehicle North Atlantic Treaty Organization Internal Revenue Service What do these letters mean? Avoid discriminatory wording. Use gender-neutral words. Avoid words that stereotype by race. nationality. sexual orientation. Avoid words that stereotype by age. Avoid words that typecast those with disabilities. Writing Clear Sentences Limit sentence content. Economize on words. Determine emphasis in sentence design. Give the sentences unity. Word sentences logically. Sentence Emphasis Write sentences that give their contents proper emphasis. Short sentences stand out (an item standing alone gets emphasis). Long sentences de-emphasize content (the two or more items share emphasis). Writing Clear Paragraphs Give the paragraphs unity. Keep paragraphs short. Make good use of topic sentences. Leave out unnecessary detail. Make paragraphs coherent. Contrasting Pages: Long Paragraphing versus Short Paragraphing Heavy paragraphs make the writing appear to be dull and difficult. Short paragraphs give well-organized effect -- invite the reader to
