1.18 Tone

What is tone?

Tone can be broadly defined as the overall impression that a message’s receiver captures from a particular communication.

In visual, oral communications contexts such as in person or virtual discussions, meetings, or presentations, tone is signaled through vocal inflections, body language, and word choice.

In written communication, tone is signalled through word choice, sentence structure, and content included in the message.

What is an appropriate tone in business contexts?

A variety of tones are suitable for business contexts. Which tone to use is determined by analyzing the audience and purpose of an intended communication. The selected tone should remain fairly consistent throughout the message.

Tone for routine business communications

For routine business communications such as internal or external emails, a conversational, polite, and concise tone is suitable.

To achieve a conversational tone, keep the following in mind.

  • Use correct grammar and punctuation (contractions such as I’ll or won’t are acceptable).
  • Include a variety of sentence types.
  • Keep sentences to a manageable length (25 words or less or 1-3 clauses per sentence).
  • Use plain language (avoid slang, legalese, or outdated language).
  • Use inclusive language when possible.
  • Use professional jargon only if the audience understands it.

Word Choice

Linguists differentiate between two types of language: denotative and connotative.

A word’s denotation is its literal meaning. In other words, it is the dictionary definition of a word.

A word’s connotation is the associated meaning of a word that can trigger either positive or negative emotional responses.

The word unskilled, as in unskilled labourer, for example is a fairly neutral word that is used in English to differentiate labourers who possess certain skills from general labourers.

Look at some synonyms for unskilled. Can you see that each word imparts a different connotation?

amateur, amateurish, dilettante, dilettantish, inexperienced, inexpert, nonprofessional, unprofessional, incapable, untrained

Details on polite and positive language

Business communications include making requests, giving directives, providing feedback, and negating issues. In such contexts politeness plays an important role.

Requests

To make a request, use please.  Also include a reason for your request if possible.

Examples of Polite Requests

Please provide me with access to the costing files so that I can include the information in my budget projections.

Please sign and send the approved specs to the renovation team so that they can begin work.

Directives

To give directives, use the infinitive and state the benefit.

Examples of Directives

To access your account, please enter your PIN number.

To ensure that you are allotted your preferred vacation days, complete the attached form by Thursday.

Feedback

To provide constructive feedback use balanced, precise language. Avoid emotive, blaming language.

  • You neglected to turn off the warming oven when you left yesterday. (emotive, blaming)

Examples of Balanced, Precise Language in Feedback

Please remember to turn off the warming oven before you leave everyday.

The warming ovens should be turned off before you leave everyday.

Inclusivity

To maintain a positive rapport with colleagues, use reader-centred language when possible.

Examples of using reader-centred language
Writer-centred language I oiled the stamping machine, I recalibrated the command, and assembled the materials for input; Lillian helped me. I am hosting a luncheon at the Carlton Ritz on June 15 at noon, and I am inviting all sales representatives to attend.
Reader-centred language Lillian and I oiled the stamping machine, recalibrated the command, and assembled the materials for input. As a sales representative, you are invited to a luncheon at the Carlton Ritz on June 15 at noon.

Positive Language

Use positive language when possible.

Examples of using positive language
Negative language You cannot receive a refund unless you provide a proof of purchase receipt. Do not enter through this door. If I don’t get your product analysis report today, I won’t be able to continue my work.
Positive language You will receive your refund once you provide a proof of purchase receipt. Please enter from the front door. Please provide me with your product analysis report today so that I can continue working on the project.

Slang or Jargon

Avoid slang and overuse of jargon.

Examples of using slang or jargon
Slang or jargon If you select our ergonomic chair, you’ll get more bang for your buck. Our renovation cost a chunk of change; it, nevertheless, improved energy consumption.
Plain language If you select our ergonomic chair, you’ll get more value for your money. Our renovation was costly; it, nevertheless, improved energy consumption.

Be Confident

When making a request, do not overuse words and phrases such as “please, sorry to trouble you, I know you’re busy”.

Examples of using confident language
Tentative I know that you are very busy. Nevertheless, could you please review the adjustment to our marketing proposal. Sorry for the trouble; it’s on page 4. Some of you will undoubtedly be unhappy about the change. From now on all employees will have to use a dual authentication system to log onto their work stations. Sorry for the inconvenience, but we are doing this to prevent a cyber attack.
Confident When you have a minute, please review the page-four adjustment to our marketing proposal. To help prevent against cyber security attacks, all employees will now use a dual authentication system when logging on to their work stations.

License

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Writing and Critical Thinking Skills for BUSN732 Students Copyright © by Sylvia Vrh-Zoldos and Lillian Mak is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.

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