The business man's English, spoken and written

Front matter

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Preface

This book aims, as its name suggests, to interpret English as it is used today by the careful business man. The authors do not labor under the delusion that business English is a language distinct and apart from other good English, but they are convinced that the business man gives to English a direction and an emphasis that require special presentation.

Some of the things that a business man may fairly demand of his assistants are :

1. A knowledge of how business is done.

2. An understanding of English as used in business.

3. The ability to speak and write the English of business.

One of the great aims of this book is to impart a knowledge

of how business is transacted. This is done, first, through a thoroughgoing treatment of such topics as Credits and Collections, the English of Selling, the Supervision of Correspondence, and Filing and Indexing; second, through the introduction of nearly a hundred topics that require the investigation of definite points of business procedure.

The book aims also to insure the understanding of the English of business through the introduction of an unusually large number of exercises that deal directly with business situations. These exercises, together with the abundant illustrative material, create a business atmosphere that pervades the entire book. Features new to books on business English are the chapters devoted to the special study of business synonyms and of common expressions peculiar to business.

Oral English is given prominent treatment because of its importance in the transaction of business. One chapter is devoted to pronunciation and another to the preparation and arrangement of material for the oral reports, which number about a hundred. Oral salesmanship is treated in a special chapter.

The letter is regarded as the fundamental type of written v

VI

PREFACE business English, and its forms and uses are given extended treatment. Because of the abundance of excellent material, advertising is thoroughly studied as the best introduction to the principles of salesmanship which are later applied in advertisement writing, sales letters, and oral salesmanship. The growing importance of the business report is recognized in the chapter on Report Writing.

The comprehensive index and the alphabetic arrangement of the more frequent mistakes of English in the chapter on Common Errors are features which, we believe, will commend themselves to those who are seeking a desk manual for quick reference.

The authors acknowledge their indebtedness to the great organizers of industry and to those writers who are showing what an increasingly important part English plays in modern business. For valuable suggestions and for permission to make use of much original material, they acknowledge special indebtedness to the following persons and firms:

H. N. Rasely, Secretary, Better Letters Association, Worcester, Mass. ; L. A. McQueen, Correspondence Supervisor, The B. F. Goodrich Rubber Co., Akron, Ohio; Nelson A. Durand, Thomas A. Edison, Inc., Orange, N. J.; Henry Hathaway, Business Manager, Good Housekeeping Magazine , New York; E. V. Syrcher, Art Metal Construction Co., Jame'stown, N. Y. ; Charles E. Gamble, Ernest Gamble Concert Co., Sewickley, Pa.; Dr. W. R. Price, State Department of Education, Albany, N. Y. ; Lloyd Cheney, State Department of Education, Albany, N. Y.; William J. Leonard, Gibson-Snow Co., Albany, N. Y.; Rogers Peet Company, New York; John Wanamaker, New York; Gimbel Brothers, New York; Colgate & Co., New York; The Review of Reviews Co., New York; Hammacher, Schlemmer & Co., New York; Tooker & Marsh, New York; The Goodyear Tire & Rubber Company, Akron, Ohio; Globe Wernicke Company, Cincinnati, Ohio; The Shaw-Walker Co., Muskegon, Mich.; Yawman and Erbe Mfg. Co., Rochester, N. Y. W. E. B.

F. H.

Contents

CHAPTER PAGE

I. The Business Man’s English i

II. The Vocabulary of Business 6

Chapter I

It is a mistake to suppose that one who has pursued the usual English courses of high school or even those of college, needs no further study of English in order to become a master of the English of business. Business correspondence and the English of salesmanship and of adjustments have come to be recognized as vital in every business organization. A person who fails to see this is doomed to almost certain failure in the face of the active competition which he must meet.

In the last few years a great change has taken place in the use of English in business, particularly in business letters. The old Y ours-of-the-ioth-instant-received-and-contents-noted letter with its T hanking-you-for-past-favors-and-soliciting-a-continuance-of-the-same ending has given way to the letter which really expresses the personality of the writer and which at the same time keeps in mind the needs of the reader.

Aims of the business man’s English. Unlike literary English, business English never aims merely to please the reader or hearer. Its usual aims are

1. To convey exact information

2. To impel the reader or hearer to act favorably

The first aim would be prominent in describing a tract of land which is for sale, or in explaining the action of a twelvecylinder engine. The second and commoner aim would predominate in writing an advertisement for talcum powder or cut glass vases for a woman’s magazine. The object here would

i be not so much to give a technical description of the article as to impel the reader to buy it.

Understanding the business man’s English. While the language of business is in no sense a separate language, it has a large number of expressions which are entirely foreign to literary English. Protest waived , unit cost , and minimum car load mean little to the average high school boy or girl. It goes without saying that a knowledge of expressions like these, common to business, is absolutely fundamental to the mastery of the business man’s English. The stenographer who transcribed, “This is the first time that England has floated alone in the United States,” may have known shorthand, but she was not familiar with the business expression to float a loan. In this book are a large number of exercises and expressions peculiar to the English of business. These expressions should be mastered so thoroughly that they can all be used correctly.

The “ You Approach.” The successful business man now recognizes that in sales letters, adjustment letters, and collection letters as well as in personal salesmanship, he must approach the situation from the customer’s viewpoint. If the prospect is to be impelled to act favorably, he must be approached through something in which he is already interested. The problem then becomes one of winning the prospect over from the thing in which he is interested to that in which the writer or salesman is interested. This is a problem worthy of any man’s best efforts.

Fitting the language to the reader. A letter or a sales talk that would be good for one prospect might not be at all appropriate for another. You must always think of your letter or your talk from your prospect’s viewpoint. Compare the two letters which follow. The first one was written to a farmer in response to an inquiry regarding apple trees. Notice the care that the writer has taken to impress upon the cautious farmer the unquestioned reliability of his house.

In response to your request, we are pleased to send under separate cover our new catalog of trees, shrubs, roses, and hardy plants. The catalog may arrive a day or two later than this letter. If it is not received within a reasonable time, please drop us a postal and a duplicate will be sent.

Our friends tell us that we have the most complete nursery stock in America. You will be sure to find in our catalog all the tested standards and the novelties of conspicuous merit. Our advice in selecting is yours without charge.

In considering our offers, please remember that 76 years of knowledge and integrity stand back of each article. We value our reputation very highly. Our best recommendation is that you ask about us of the best authority you know.

Please remember also that we are actual growers, that we have no agents, and that we sell to you through the medium of our catalog only. You therefore have no agent’s commission to pay and are sure of doing business with a responsible firm.

We shall greatly appreciate any order that you may have for us and feel confident that it will be filled to your satisfaction. This has been our guarantee to customers for over three-quarters of a century and will be yours also.

Respectfully yours,

Observe the very different tone of the following letter. It was written by an entertainer to one of a committee interested in good attractions. Even the letter itself is entertaining and suggests that the company must be a live one.

Dear Committeeman:

This is a circular letter but I could not make it more personal if I took my pen in hand and wrote you in my flowing Spencerian script. Besides, this has the advantage of being legible.

Everybody appreciates the economic value of your Uncle Samuel’s parcel post. Did you ever think of the saving to you in booking your lecture course by mail?

It costs me 8% of our fees to book the Ernest Gamble Concert Party by mail contrasted with the bureau’s 40% to 50% expense. Postage stamps are cheap; good agents are worth their weight in gold — your gold.

If you want a novelty, why not have the novelty of legitimate music, done by master musicians in a manner that any one can understand? Music played to the heart, not over the head.

My artists are not the “coached” kind: they do not “double in brass.” Our concerts are free from eccentricities, bell tolling, xylophone tinkling, and other semi-vaudeville clap-trap and humbug.

There’s as much difference between the Gamble Concert Party and most lyceum musical attractions as there is between a steam calliope and a cathedral pipe organ.

I’m booking next season’s tour from Hell Gate to Golden Gate right now. You’ll be surprised and delighted with the Talkbook I’m waiting to send you. The thrills and joys of life are none too many — you can’t afford to miss either the Talkbook or the Gamble Concert Party.

Charles W. Gamble,

Lone Pilot.

N. B. Yes, you can get Ernest Gamble’s record of his famous “Bandolero” song by asking your dealer or writing direct to the Victor Talking Machine Co., Camden, N. J.

The message and the message plus. Not a few people think of business letters as examples of brevity of expression and nothing more. It is true that of two equally clear expressions, the business man chooses the briefer. Where the school boy might say, “Be sure to write and let me know as soon as you receive the money,” the business man would say, “Please acknowledge receipt of the draft.”

This does not mean, however, that the business man aims chiefly at brevity. No matter how unimportant the letter may be which he is called upon to dictate, the modern correspondent keeps in mind that his greatest task is the building up of the firm’s good will. Every letter or sales talk, therefore, should have the We’re-here-to-serve-you spirit and should consider the ultimate advantage of holding customers by pleasing them, rather than the immediate advantage of making a sale or collecting an account that is somewhat overdue. The message plus means, then, putting the spirit of the square deal into every business communication whether written or oral.

The importance of business English. The fact that many of the great business organizations of the country maintain schools of their own to train their executives and their office help in the use of forceful business English is in itself sufficient proof that the subject must be well worth while. Make it your aim to master every phase of the subject. The demand will always exceed the supply of those who are really masters of the business man’s English.

CHAPTER rr

THE VOCABULARY OF BUSINESS

Business expressions. Just as the watchmaker uses technical words, such as balance staff, crystal, and pinion, and the motorist speaks of advancing the spark, so the business man makes use of expressions that are strange, or even meaningless to those not familiar with the phraseology of business.

Brevity and clearness may be secured by avoiding roundabout, or wordy, expressions. In reading over what you have written, be on the alert for opportunities to substitute terse expressions for long ones. A schoolboy would probably say, “The man who received the goods shipped must notify the one who shipped them, of any items that are missing.” The business man would say, “The consignee must immediately notify the consignor of any shortage.” This is clearer, shorter, and more forceful.

Look up the meaning of the following business expressions and use them to make the sentences given below, briefer and more forceful.

in the aggregate defray expenses

in the market acknowledge receipt

installment plan accrued interest

on the market option liquidate discharge a debt accessories lessee

1. I have been given the privilege of buying the house at $4,500 if I want it at that price.

2. We bought our player piano by making a small payment at the beginning and then paying a few dollars a month till it was paid for.

3. His debts will amount to over $1,000 when they are all put together and added up.

THE VOCABULARY OF BUSINESS

4. This man keeps all the little parts and supplies which automobile owners are likely to need.

5. The man that rented this house from the woman that owns it has the privilege of buying it within a year at $2,100.

6. The firm has .been compelled to close its doors and settle its debts by paying a certain percentage of what it owes each creditor.

7. We are now ready to buy a new typewriter and are looking around to see where we can do best.

8. I will advance you $10 which will help you to pay your car fare and hotel bills on your trip.

9. The Underwood typewriter has been manufactured and sold for a number of years.

10. If I assign this mortgage to you, it will cost you the face, $1,000, and the interest which the mortgage has earned for the last 8 months and which is unpaid.

11. Please write and let me know as soon as you receive the money.

12. Your check for $100, inclosed with your letter of April 15, is not large enough to pay all you owe me.

Substitute one of the following business expressions in each of the sentences given below. Remember that the business man is not satisfied with a sentence that is grammatical; he demands also that it be forceful.

addressee credit memorandum disbursements

New York exchange to lapse sinking fund

1. For years we have maintained a separate fund to enable us to meet any unexpected expense.

2. The firm agrees to remit by money order or bank draft which can be cashed without collection fees almost anywhere in the eastern states.

3. The debts of this company are said to be so much greater than its assets that it cannot pay its bills.

4. This insurance policy has expired and is therefore worthless.

5. We quote these shoes at $6.40 a pair delivered free of charge at your place by parcel post or express.

6. I have to render a careful account of all the money that I pay for the company out of my own pocket.

7. We have several obligations which will have to be paid on May 1.

8. The person to whom the letter had been sent could not be found.

9. We are inclosing an itemized statement of the goods which you returned and we have given you credit for $26.65.

Study these business expressions and substitute them whereever possible in the following sentences:

to levy demurrage to depreciate

to reimburse creditor verbatim

extension receiver

1. J. B. Mason has been appointed by the court to take over and conduct the affairs of the business of the firm.

2. We have to pay the railroad $1.50 extra because we kept the car one day more than the two days allowed for unloading.

3. I shall be paid back by the firm all the money that I pay out on its account.

4. The collector threatened to seize my automobile and sell it for taxes.

5. Machinery is sure to grow less and less valuable the longer it is used.

6. His speech was reported word for word just as he spoke it.

7. Hill & Company ask for a month longer in which to pay their biff.

8. Land around here is cheaper than it was formerly.

9. He offered to settle with all the people whom he owed on the basis of 20 cents on the dollar.

Study the following expressions and substitute them wherever possible in the sentences given.

account sales minimum car load side line

resume operations available data nominal price

enhanced values bona fide en route

1. I believe their offer is made in the best of faith.

2. The manager of our firm is now traveling on his way to Montreal.

3. We expect to begin work again at the mill next week.

THE VOCABULARY OF BUSINESS

4. Real estate men report that the prices of real estate are advancing.

5. The factor sent me a statement of what my cabbages sold for and what his expenses were.

6. One hundred and ten barrels of cement is the smallest number that the railroad will accept at car load rates.

7. He is really a tobacco salesman, but he carries candies and visits candy stores along his route.

8. Fifty cents, the price we charge, is really no price at all, but merely a guarantee of your sincerity.

9. We have collected all the information that we can find regarding the transaction.

Substitute the following business expressions for the less forceful parts of these sentences:

fiscal period send tracer gross earnings

in transit claim for shortage good will

current prices to expedite matters

1. In order to hurry things up as much as possible, we sent Mr. Brundage to confer with the chairman direct.

2. We will have the railroad company begin at once to see if they can locate the lost car by telegraph.

3. The company made $60,000 last year, not taking out the running expenses.

4. The favorable reputation of the firm is worth $6,000.

5. I told the freight agent that I did not get all the goods that were sent.

6. He thinks that some of the articles must have been lost while the goods were on the way here.

7. Three months is the length of time that we include in our financial reports.

8. The prices that grains are bringing now are higher than last year.

Explain the meaning of the italicized expressions in the following sentences:

1. We quote the following net prices,/. 0. b. your city.

2. They have been obliged to suspend business.

IO

3. He succeeds his father as manager of the company.

4. It is hoped that he will succeed as well as his father.

5. Our representative will call on you about the 4th proximo. 1

6. This distribution of the expense would be equitable.

7. His business is on the decline.

8. It is conceded that we have the best vacuum cleaner on the market.

9. It is an open question whether the consumer pays the cost of advertising an article.

10. The market is flooded with cabbage just at present.

11. Our operatives all work on the piece-work plan.

12. I have before me a resume of the secretary’s report.

13. I have made a few excerpts from the President’s message.

14. D. V. Wilson and J. Bernstein bought the goods on joint account.

15. This sale will eclipse all others.

16. We sell on the installment plan.

Explain the meaning of the italicized expressions.

1. We put forth every effort to minimize errors.

2. The steamer makes fortnightly trips.

3. I believe in this movement, but I do not care to take the initiative.

4. The insurance rate is 75 cents a hundred for three years.

5. Our freight boats make the round trip in two days.

6. Real estate men report enhanced values.

8. We must replenish our stock.

9. There has been a marked decline in exports.

10. Sales have not reached last year’s level.

11. We believe current prices are as low as they are likely to go.

12. The prevailing price for strawberries has been 12 cents.

13. Michigan dealers are making shipments of unexampled size.

14. There is a brisk demand for iron products.

15. Our stock of shelf hardware is depleted.

16. Cotton is the great staple of the South.

1 This expression is no longer considered in good use, but its meaning should be understood.

II The Vocabulary Of Business Exercise

Explain the meaning of the italicized expressions in the following sentences:

1. We cannot accede to your terms.

2. This book is sold by subscription only.

3. We shall put forth every effort to prevent a recurrence of this error.

4. This matter must be held in abeyance till Mr. Scranton comes in from the road.

5. The items of an order should be in tabular form.

6. Subject to immediate acceptance by wire , we quote as follows:

7. These articles make an attractive window display.

8. The report has not been confirmed.

9. We are in the market for two cars of beans.

10. The company enjoys a monopoly.

11. England always has an unfavorable balance of trade.

12. We are in position to fill orders promptly.

13. We might give a demand note.

14. The firm mentioned is solvent.

15. We have a tacit understanding with the jobber.

Explain the italicized expressions.

1. Price, 25 cents a box, postpaid.

2. In spite of discouragements, he feels sure of idtimate success.

3. We have confidential information regarding this man.

4. July 30 is the end of our fiscal period.

5. Failure is the inevitable result of following such a policy.

6. We have eight cars of long leaf pine in transit which we will sell at a very low figure.

7. We will accept short time paper , properly indorsed.

8. Fictitious values are common during real estate booms.

9. To expedite matters, we will accept your offer.

10. P. H. Sackett has just gone into bankruptcy.

11. Three items were inadvertently omitted.

12. Brown & Sharpe have made an assignment.

13. The horse has been superseded by the automobile.

14. The remuneration is small, but there is abundant opportunity for advancement.

15. Our manager does not think the plan feasible.

1 Additional exercises of this type will be found in the Appendix.