7 C’s

Introduction
• Effective business communication is based on seven
principles named as 7 C’s because all these start with the
alphabet ‘C’.
• Applicable to all forms of communication: everyday,
business, personal or private.
• Based on common concerns of the audience: listeners or
readers
• Provide guidelines for the choice of content and style of
presentation, adapted to the purpose and receiver of the
message.
 1. Clarity
“Clarity of thought is the soul of the communication”
• Clarity means lucidity, simplicity and precision.
• It depends upon the words you use and the way you use
them.
• The message must be
a. clear and understandable to the receiver.
b. communicated in simple, easy and commonly
understood language.
How to gain clarity
1. Think clearly
2. Use short and familiar words
3. Observe the listener’s understanding
4. Add examples and illustrations
Examples
Familiar Unfamiliar
About Circa
Pay Remuneration
2. Courtesy
“Courtesy costs nothing but wins a lot.”
• Courtesy means good manners, friendly behaviour and
civility.
• A mental attitude.
• It increases reputation, popularity and good relationships.
• Harsh and vulgar words may cause serious damage to
business.
How to gain courtesy
1. Be sincere, tactful in approach, thoughtful, friendly and
appreciative.
2. Answer politely.
3. Use gentle and good expressions.
4. Use non-discriminatory expressions.
Examples
‘Please’ and ‘Thank you’ are courteous words.
 3. Conciseness
• Conciseness means terseness, briefness, brevity and
shortness.
• It demands brief and relevant content and words.
• A concise message saves time for both the sender and the
receiver.
• Free from long, difficult and complex sentences.
How to gain conciseness
1. Be direct in message
2. Avoid flowery language
3. Use brief expressions
4. Be relevant and to the point
5. Avoid unnecessary repetition of words
Examples
Wordy Concise
At this time Now
In the near future Soon
4. Consideration
• Consideration means thoughtfulness, kindness,
selflessness and deliberation.
• It also means writing from the reader’s point of view.
• It is also called ‘You-attitude’.
• Shows maximum attention and care to the reader to
understand his desires, problems and emotions.
How to gain consideration
1. Always use ‘You’ instead of ‘I’ or ’We’.
2. Show reader’s / listener’s benefit or interest.
Example
Negative/ Unpleasant: It is impossible for me to open an
account today without ID Card.
Positive/ Pleasant: As soon as your ID Card reaches us, we
will gladly open an account.
5. Completeness
• Completeness means fullness, extensiveness,
comprehensiveness and inclusiveness.
• Covering all aspects.
• Writing everything the receiver needs to know.
• Helps in avoiding inquiries and further correspondence.
• Removes confusion in the mind of the reader.
How to gain completeness
1. Provide all necessary information.
2. Give necessary explanation, if required.
3. Answer all the questions that are expected to be asked.
4. Give something extra when desirable.
Examples
1. Incomplete: Inform me about your return.
Complete: Please, fax me about your return with date,
time, route and airline company from China to Pakistan.
2. Incomplete: I am coming at 00:06.
Complete: I, Mr. Hassan, am coming to meet you at your
shop today at 00:06 PM.
 6. Correctness
• Correctness means accurateness, exactness and
truthfulness.
• Message should be correct, valid and accurate from
beginning to the end.
• Must be free from all kinds of mistakes related to grammar,
format, punctuation, spellings, capitalization, diction,
signature and inside address.
How to gain correctness
1. Analyze the basic material of your written message in your
mind.
2. Ensure careful proof reading of language, figures,
punctuation, capitalization and references before mailing.
Examples
Word picture received through the Five senses – Sight,
Hearing, Smell, Taste and Touch.
7. Concreteness
• Concreteness means compactness, concentration,
solidarity, and specific.
• It also means being definite and vivid rather than being
vague and general.
• It makes the message trustworthy.
How to gain concreteness
1. Use specific facts and figures.
2. Use active sentences.
3. Use visual aids where and when necessary.
Examples
Vague: The boy is brain as he has passed the exam.
Concrete: Saleem has passed his Matriculation by securing
1060/1100 marks.

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