In all business writing, you should strive for an overall tone that is confident, conversational, positive, and courteous. This applies no matter who you're addressing.
CHOOSING THE APPROPRIATE TONE
n all business writing, you should strive for an overall tone that is confident, conversational, positive, and courteous. This applies no matter who you're addressing.
Review the following characteristics of an appropriate tone for examples of how you apply it.
CONFIDENT
A confident tone conveys your authority and helps assure the reader your message is important enough to warrant attention.
To use a confident tone, you should avoid qualifying your message with phrases such as "I think," "in my opinion," and "if you agree." Instead you should use words like "will" and "can," and state everything as a matter of fact. Also avoid undermining the importance of your message by using phrases like "I know you are busy but..." or "Although we're a relatively new company..." These convey insecurity.
The incorrect example is "If you like, you can always call me." The correct example is "You can call me at any time."
CONVERSATIONAL
The norms for business communication have changed. Where highly formal, stilted wording was often used in the past, a more conversational tone is now preferred. This involves using natural-sounding wording similar to that used in everyday speech. For example, include contractions like "I'm" or "we've," and avoid highly formal language or dense jargon.
The incorrect example is "The corporation has deemed it necessary to terminate the branch." The correct example is "The corporation is closing the branch."
POSITIVE
To maintain a positive tone, you should avoid expressions like "cannot" or "unable to." Instead, focus on the benefits of a message for the reader and on company strengths.
The incorrect example is "If you don't settle the arrears on your account, we'll have to terminate services." The correct example is "A check for the outstanding balance will reestablish your good credit."
COURTEOUS
A courteous tone is polite and respectful. It does not lecture the reader, state obvious truths, or use language that suggests that the reader is at fault or unreasonable. It's important that the way you write does not offend the reader.
The incorrect example is "You've failed to consider the benefits." The correct example is "We've attached a list of benefits for you to consider."
QUESTION 1
A customer service representative needs to respond in writing to a customer's complaint about a product defect.
Which response demonstrates the appropriate business tone?
The first sentence uses a tone that's confident, conversational, positive, and courteous.
The second sentence conveys a sense of insecurity rather than of confidence. It's unlikely to assure the customer that the complaint will be dealt with promptly and professionally.
The third sentence uses highly formal language and a company-specific product code that the customer might not be familiar with. In business writing, a more conversational tone is appropriate.
The fourth sentence isn't courteous. It implies that the fault lies with the customer and may cause offense.
The fifth sentence has a negative tone rather than a positive one. It's likely to make a poor impression because it focuses on the company's weaknesses.
Instinctively, most people adjust the way they speak depending on their relationships to those they're addressing.
It's important to do this in your business writing also.
As well as keeping your tone appropriate overall, you should adjust your tone based on the reader's role. Generally, the role of the reader will determine whether your tone should be formal, informal, economical and direct, or authoritative.
Check out each type of tone for more information about its use.
FORMAL
A formal tone is appropriate when you're writing to anyone outside your organization, such as clients, customers, vendors, or the public. Formal doesn't mean stuffy though. You should use conversational language but follow more formal protocols. For example, use appropriate titles – like Mr., Ms., or Dr. – and close with a standard phrase like "Yours sincerely."
You should also remember to avoid using organizational jargon. Instead, stick to commonly understood words you know your reader will be familiar with.
INFORMAL
An informal tone is suitable for communicating with coworkers and peers. It assumes familiarity and involves writing simply, without overly long sentences or technical terms. It also involves using devices like contractions to make text read more naturally.
However, note that it's never appropriate to use slang or too casual a tone in a business context. You also shouldn't assume a tone that's too familiar just because you're above someone else in an organization's hierarchy.
ECONOMICAL AND DIRECT
Using a tone that's economical and direct is most appropriate for managers, executives, and those at higher levels of an organization. These individuals are often pressed for time and appreciate writing that gets to the point quickly and concisely.
Executives also tend to focus on bottom-line information, so it's best to avoid unnecessary or overly technical details. Instead, start by making the benefits of reading your messages clear. Use straightforward language and cover critical information first.
AUTHORITIVE
It's appropriate to use an authoritative tone when you need to instruct or reprimand your subordinates. This type of tone involves using concise language to make instructions or requirements clear. Although your wording should be simple, it will lack the "friendliness" of more casual correspondence.
This doesn't mean you should always use this tone with subordinates though. Using the imperative and sounding too high-handed could cause offense and resentment. It's better to reserve this for when it's really important to exert your authority.
What if you needed to inform the press about your company's progress in handling a strike?
In this situation, a formal style is appropriate because your message is intended for the public.
An example of a formal tone is:
"Despite slow progress, we're negotiating in good faith with our union and are confident that we can come to an agreement."
An informal tone would be appropriate in an e-mail you send the members of your team, especially if you know all your team members well.
An example of an e-mail message that uses an informal tone is as follows:
"Hi everyone, Good news! The client has signed off on our draft design. Let's meet at 10:30 AM to discuss what comes next. Great job so far. Tess"
If you need to update senior managers on the company's sales performance, an economical and direct tone is key.
An example of text that uses the appropriate tone is:
"Sales performance targets for the quarter have been met, except in the cosmetics division. Sales volume there was at $640,000 – 5% below the target of $672,000."
Including too much detail or becoming "chatty" could frustrate the managers, and seem unprofessional.
An example of text that uses an inappropriate tone is:
"Sales performance was OK except in cosmetics. I wasn't too happy about that. I think global trends in cosmetics have changed, and we need to consider..."
In the case of an employee you supervise who fails to follow an agreed work procedure, it's probably best to use an authoritative tone.
Although you should still remain courteous, it's important you make expectations clear. And you shouldn't let too much familiarity undermine the importance of your message.
An example of a message that uses an authoritative tone is as follows:
"Hi Carl, Please note that you failed to follow our guidelines. This resulted in the loss of a claim. To process a claim correctly, you need to: one log the claimant's details, two transfer the claim to Accounting for approval, three file a copy of the claim. Contact me if you're uncertain about this. Regards, Tess.
QUESTION 2
Which type of communication to the tone you think is most appropriate for each of the following?
It's appropriate to use an informal or more conversational tone when communicating with colleagues, especially about a casual matter like a party.
When corresponding with people outside your organization, the tone of your communications should always be formal and professional.
Managers and executives are generally interested in bottom-line information that's focused and to the point. So you should use a tone that's economical and direct, and exclude unnecessary details.
An authoritative tone is appropriate for instructing or reprimanding subordinate employees when you need to make a strong point.
As a communications officer, Tom has to inform clients, managers, and employees of a change to the company's web site address. Follow along as he adjusts his tone based on the roles of the readers.
FORMAL
In a letter for clients, he writes:
"Dear Sir / Madam, For future use, please be informed that our company's web site address has changed to www.easynomadtravel.com. Sincerely, Tom Smith."
ECONOMICAL AND DIRECT
Tom then e-mails a senior manager with the simple message:
"Hi Bob, Please be aware that our company web site address is now www.easynomadtravel.com. I trust that you find this in order. Regards, Tom."
INFORMAL
In an e-mail to staff members, he writes:
"Hi everyone. We've had to change our site address. From now on, please go with www.easynomadtravel.com – and remember to give this to your clients. Cheers."
AUTHORITIVE
When an employee later gives clients the old address, Tom uses an authoritative tone. He writes:
"Hi Greg, Note that it's vital you give clients the new web site address, www.easynomadtravel.com. Regards, Tom."
Although business writing is generally becoming more informal and straightforward, you still need to use your judgment to find the right tone. For instance, you need to determine when a personal comment is appropriate and when it could be distracting, or even embarrassing.
Ultimately, the best approach is to put yourself in your readers' place and consider the message from their viewpoint.
QUESTION 3
You need to inform customers, managers, and employees about the success of an initiative to reduce the use of paper and printing by your company.
Match each reader's role to the version of the written message that uses the most appropriate tone.
Options:
Targets:
When writing to coworkers or peers, it's appropriate to use a more informal or conversational tone.
When writing to customers or others outside the organization, you should use a formal tone.
An economical and direct tone is most appropriate for communicating information to senior executives.
When sending instructions or new information to subordinates, it's appropriate to use an authoritative tone.
I have been teaching and training agents, team leaders, supervisors, managers and admins of call centers and other businesses in BPO related fields. This series, comes as a result of that experience. I have more than 4,000 modules that I plan on sharing here. This is # 004-09
