Modern Business a Series of Span Classsearchtermtextsspan Prepared As

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Modern Business a Series of Span Classsearchtermtextsspan Prepared As
Alexander Hamilton Institute (U.S.)
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There is a close relationship between naturalness and simplicity and directness; hkewise between naturalness and in- dividuality and originality. All these characteristics of expression, when they appear in proper degree, help cause the reader to feel that the writer is genu- inely sincere in what he says. Suppose, however, that the writer of the above opening paragraph had said: EFFECTIVE PRESENTATION 65 I'll mail you right away a booklet on our advertising plan. This will tell you just what y...ou want to know.
The tone is too familiar, unless the writer happens to be well acquainted with the reader. Written speech is nearly always somewhat more dignified than conversation.
13. Economy. — The natural tendency in business correspondence is toward economy: saving words and sentences as well as the reader's time and effort. True economy requires the use of enough words to make the right impression as well as the omission of more words than are necessary for an adequate expres- sion of the thought.


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