The Five (5) C’s

of Business
Technical Writing By:
Prof. Algene Malte-De Guzman, MAELT
Objectives
Understand the importance of the 5C’s of
writing.
Comprehend the concepts involved in all
the 5C’s of writing.
Write different examples based on the
discussions.
 “The pen is the best and most eminent author and
teacher of eloquence, and rightly so.
The truth is that all the commonplaces,
whether furnished by art or by individual
talent and wisdom, at any rate such as
appertain to the subject of our writing,
appear and rush forward as we are
searching out and surveying the matter with
all our natural acuteness ; and all the thoughts
and expressions, which are the most brilliant
in their several kinds, must needs flow up in
succession to the point of our pen; then too the
actual marshaling and arrangement of words is made
perfect in the course of writing, in a rhythm and
measure proper to oratory as distinct from poetry.

-Cicero p220
The 5 C’s of Writing
Correctness
Clearness
Conciseness
Courteousness
Character
A. CORRECTNESS: Easy to Read
1. The use of language is correct.
◦ Words are chosen carefully.
◦ Words are reader-appropriate.
◦ Words chosen are short, easy and common.
◦ Words are tailor-fitted to the reader.
◦ Avoid unnecessary technical niceties.
“In the case of the habitual offender, there is
nothing to do but remove him from the service.
Needless to say, he is what might be termed
ineffectual as an officer.”

Note the change:

 
“We need to discharge the habitual offender from
the service. He has become an ineffective officer.”
 
II. The usage of language is correct.
◦ Spelling, grammar, capitalization, and
punctuation conform with established usage.
◦ Appropriate and proper usage of writing
techniques
◦ Follow a specific standard, usually specific to
one's profession
◦ Errors in usage of the language require full
revision.
FROM: “The abbey wants as more
oleomargarine to be substituting for butter
as monks will have accepted.”

IMPROVED: “The abbey wants as much

oleomargarine to substitute for butter as
the monks will accept.”
III. The document design of the writing is
correct.
◦ Mechanical make-up conform with
prescriptive authorities.
 margins, heading, inside address, body, and
complimentary closing

◦ Neglect leads to losing writing’s appeal to

reader.
FROM: Dear Rev. Fr. Santos,
TO: Dear Rev. Fr. Santos:

FROM: With Sincerity,

TO: With sincerity, OR Sincerely,
May 02, 2013
 
Dr. Ulysses Brito
Dean, Arts and Sciences
Arellano University – Pasay City
 
 
Dear Dean Brito:
 
Looking for a better and more stable academic career opportunity, I
have learned through colleagues that your department is in need of an
English faculty member. In light of this, I would like to express fervent
interest to apply for the position and have attached my curriculum vitae
for your screening and evaluation.
 
I am Algene Malte De Guzman, 35 years of age from the City of
Parañaque. I have recently graduated with a degree in Master of
Arts in English Language Teaching from the Polytechnic
University of the Philippines Graduate School, and have already
taken nine (9) units of Doctor of Educational Management
program from the same. At present, I am admitted in the Doctor of
Philosophy in English Language and Literature program of
Batangas State University for the school year 2013-2014.
 
Backed up with more than a decade of teaching, training, and
corporate experiences, I believe firmly that your institution can
maximize my potentials, skills, and expertise in providing quality
education to your students.
I do hope that my qualifications meet your department’s
requirements which will result to a favorable response from
your office very soon. Please do not hesitate to contact me at
0917-865-6097 at your most convenient time.
 
Thank you so much.
 
 
Sincerely,
 
Algene Malte De Guzman, MAELT
Applicant
B. CLEARNESS: Easy to understand.
1. Clarity of message provides
understanding.
◦ Words chosen unmistakenly reveal what is meant
and hence, cannot be misunderstood.
◦ Avoid ambiguity.
◦ Words chosen according to its purpose.
◦ Effectiveness relies on word choices.
FROM: Recommend that all
administration officers’ training be
established in order that an indicated low
staff officer experience may be fortified.

IMPROVED: Recommend that staff

officers’ training be established to
improve staff action.
II. Simplicity of language results to clear
understanding.
◦ Clear understanding results from the use of
carefully selected vocabulary that exemplifies
a variety of refined words based on reader's
ordinary conversation.

◦ Hifalutin terminologies that are distant from

the reader's conversational vocabulary make
understanding unattainable.
 From Complex To Simple
Instead of this - Try this -
Along the lines of Like
In order to To
In accordance By
In the case of For
With reference to About
With the result that So that
 Trite Plain
Instead of this - Try this
Afford an opportunity Allow
Are desirous of Want to
Experience has indicated that I learned
Gained from the following source (Deadhead)
In a manner similar to (that) Like
In compliance with order of a commander (Deadhead)
In accordance with instructions from (Deadhead)
It is recommended that consideration is That
given to
 Trite Plain
Instead of this - Try this
Is responsible for selecting Selects
In a situation which When
Make provision for Does
On his own initiative (Deadhea
d)
Takes appropriate measure Acts; does
The fullest possible extent The most
This headquarters is cognizant of We know
With due regard for for
III. Sentence structure influences clear
understanding.
◦ Use short, simple, and meaningful sentences
fifteen (15) words in length
◦ Avoid involving the reader too much
◦ Compound-complex sentences bring about
confusion
FROM: The majority of our students
have already reported, making it possible
for us to accumulate the needed data, so
that we can begin synthesis.

TO: Majority of our students have

Reported. We can now gather data. Then,
we begin synthesis.
C. CONCISENESS: Saves the reader's time.

I. Brevity ensures reading.

◦ Makes reading very engaging.
◦ Makes the writing valuable.
◦ Long writings wastes reader’s time.
◦ Correctness and clearness are also sacrificed.
II. Brevity does not degenerate into
curtness.
◦ Language doesn't make the reader feel less
important.
◦ Brief, clear, and meaningful whole
exemplifies the impartiality

 lack of structure and sense of direction coupled with

unnecessary omission and commission of words
made reading and understanding totally difficult.
 D. COURTEOUSNESS:
Shows respect for the reader.
I. Courteousness avoids on giving offense
but not on giving the truth.
◦ Ordinary terms of sincere politeness suited for
writing are evident.
◦ Truth is told in a way that is not offensive,
thus builds goodwill.

 The tone has considered the reader inferior in

mentality, in education, or in common honesty
II. Courteousness means equality.
◦ The reader is an equal by using terms of
politeness
◦ All words chosen reflect utmost respect and
courtesy
◦ Reader is addressed as a coequal.
◦ In short, the composition is reader-focused.
In writing, as in all communication, you
must be able to identify fallacies and
avoid them. You can improve your
thinking and writing by learning to avoid
the common fallacies: slanted reasoning
and emotional appeals. 
1.Slanted Reasoning
fallacies arising out of misuses of data or
types of reasoning. Some of the slanted
reasoning follow:
◦ Analogy
 is the assumption that what is true of a simple, familiar
situation will also be true of a complicated situation.
◦ Hasty Generalization
 When using proof by selected instances, double-check
to make certain they are representative of the whole. If
you can think of instances which would as readily
proved an opposing view, your reasoning is faulty.
 ◦ Implication of Total When Only Part is True
 Check your statements to make certain that when
only some or part is true, you say so. By using the
words “some” or “part” in the explanation, remove
all doubt that all or the total is implied.

◦ Faulty Dilemma
 is the dishonest trick of hiding the fact that a
reasonable course may exist between the two
extremes presented.
 
◦ Exceptions to Prove the Rule
 An exception should be recognized as a test of, not
proof of, the rule. Try substituting “test” for
“prove”. The original meaning of the phrase is, the
exception tests (not proves) the rule. When “tests” is
substituted for proves”, the exception discredits
rather than supports the generalization.
◦ Stacking the Evidence
 Evidence that has been stacked is sometimes hard to
locate. Stacking the evidence is the trick of omitting
important facts and distorting or arranging the
evidence to point a special way. The only way to
avoid this error is to be very sure that you have full
evidence and then indicate it in your writing.
Quoting material out of context, and thereby
changing its meaning, is one way of stacking the
evidence.
◦ Inconsequent Argument
 Avoid the argument which states that A must be true
because of B when, in fact, A does not follow from B at
all. For example, some wrote:

 The faculty does not need a team building

activity since the administration is in-charge
with the school’s total service rendering.

 Obviously, the first statement (A) The Navy does not

need a spur carrier is a bit true simply because (B) the
Air Force is charge with the air defense of the United
States. It is easy to see that judgments based on facts or
arguments unrelated to each other are faulty. The
difficulty comes in detecting the arguments that are not
related.
◦ Ignoring the Question
 Ignoring the question is the conscious or
unconscious habit of wandering off the main topic
and discussing another. A good writer is always
careful to follow his organization and stay in his
main topic. Failure to do so can weaken your
writing.
 Argument of Compromise
◦ Sometimes a compromise is reached as the only
solution to a controversial issue. However, a
compromise may not be the correct solution to a
problem. The correct answer may be one of the two
extremes.

◦ For example, in a staff study on the problem of

generalized versus specialized training for ROTC
personnel, the writer:

 Attempt to define the meaning of the terms generalized and

specialized training.
 Established that Air Force personnel were divided in opinion, one
group strongly favoring generalized training the other specialized
training.
 Concluded, without any additional support, that ROTC training
should be partially specialized and partially generalized.
◦ Authority Out of his Field
 Check your writing to make certain that your source
material or is backed by a qualified authority and
not by prestige of rank, position, or title alone.
 Frequently, a person who ranks high in statute or is
noted in civil life is quoted on subjects entirely
unrelated to his experience or specialty. The prestige
of his position is being falsely used to make the
argument valid.
◦ Emotional Appeals
 The temptation is always present, even in military
writing, to try to convince the reader by any
possible means, including emotional appeals. These
are attempts to play on the reader’s fears, pride and
self-interest, and to cause him to transfer his likes or
dislikes into the ideas under discussion.
◦ Reputation as a Sole Support of a Judgment-Guard
against judgments, which is based solely on the
argument that because somebody has already
adopted a proposal, it is good or bad (depending on
the reputation of the user). For example, someone
wrote:

◦ The fact that the Administration and the registrar are

using the system is indication enough that the faculty
could benefit by following the example.
 Any reader can quickly catch the fallacy of the argument in
this statement.
 CHARACTER:
Reveals the writer's personality.
The writer is revealed through the style of
writing.
The writing showcases the writer's
individuality, character, and ability.
The presentation stands out and commands
attention.
It is different, interesting, makes a forceful
impression, and nonroutinary.
 CHARACTER:
Reveals the writer's personality.

**Your reader wants to know: What does this means to me?

He should get his answer quickly. He must feel that his
information ties in with his own needs and his own problems.
You will give him this impression if you write directly to him.

 The writing appears to be routinary, uninteresting, dull,

distant, and very routinary that it sounds like a cut-and-
paste statement from a model writing.
WRITING
Is both a skill and an art.
A device used to express the humaneness
of humans.
It is human specific.
It has the power to unite.
Failure to plan is
one’s plan for
failure.