The sun., 1919-08-17
ropERN business has begun
to awaken to the CONNER
cial Importance of good

English. IL is pretty gen.
orally understood nowadays that ad-
rertisements, letters, pamphlets, bull
betins, and descriptive circulars which
IRE expressed in correct, simple, clear
hit English make no small centribu-
hon to the maintenance and upbuild-
lg of good will-the greatest single
sset that any kind Of commercial
Enterprise can accumulate.
+ Many progressive concerns are
therefore, taking steps to improve the
lualIty Of the English used In all WRIT
Ten communications hearing their Inn
prlnt, In several organizations classes
IN English are being held for Sc.
4 lected groups of employees on COM
pany time and at company cost, Other
firms are trying to accomplish the
same result by making cooperative ar
rangements with schools and colleges
! Of established reputation. Still other
concerns are relying on the controlling
counsel of supervisor of correspon-
dence whose function is to point out
errors In the use of English and sug-
gest better ways of expressing the
same thought. And there Is usually
executive pressure, which finds ex-
preston in one way or another, to
help the good work along. All this is
es 1t should be, for the need of in
& struction in English is clearly very
reat, despite the effective teaching
Ihich is being done in most Of our
chools and colleges.
1t is Of course impossible to do
pore within the confines Of an article
United by the demands of space than
point out few of the major
kpects of English in which the great
majority of business men and women
(are apparently In need of develop
Inlental training. So far as this ar
s{ticle is concerned, the matters dis
cussed and illustrated will be only
-FOUR in pumber-cOherent thinking,
proper psychology. correctness of con-
*truction, and simplicity of style; and.
sbeedless to say, no one Of these topics
an be exhaustively considered. The
illustrative material Is taken from
arlOus types Of business articles that
pave come to the writer's desk from
lime to time.
First of all, there Is the matter of
oherent thinking. Much business
riting is likely to be confused,
umbled, and incoherent. This. lack of
lraight thinking Is often apparent
business letters, which, so far as
preston is concerned, may be gram
atlcally correct and rhetorically well
prded. Yet such letters fail to make
favorable impression on the minds
the readers because the thoughts
not developed in an orderly, point
point fashion.
20 know at least the main points
BIT are TO be presented In a letter
to settle their order of pfesenta-
IN before writing or dictation be-
hS-here is dlctum so obviously
lslble that 1t should be widely IN
stood and practised. Apparently,
Pugh, it needs repetition and en-,
(cement. A short outline, written
merely mental, often helps to keep
thought progressive.
he following Is a typical routine
king letter:
This is in reply to your favor of
1st instant
The Blank Company has Q large
ume of business, and, although the
? does not make a statement for
pllcation. we believe they have d
ge capital investment and also good
ping capacity. The name Is con-
pred one of the best on the market
sells very freely. The firm is one
the leading department stores IN
city where it is located. The firm
been good customer of ours for |
Pc time, and we regard them very
|hIy' and we have loaned them
5000 in the past. They are not |
neht to US at the present time and
should be willing to grant them
1 arger line of accommodation than |
have done heretofore. Their |
ding both with the banks anil
the trade, is very good. We be- |
e that the purchase of their paper
legitimate banking risk"
et Us adhere to a logical outline |
he thought that tile writer of the |
Pee letter wished to convey, as fol- |
Is:
Nature Of the business.
General reputation and financial |
hiding
Our credit relations with the
Conclusion in relation to the
ulry.
ne letter might then be revised to |
p thus:
The Blank Company, about which
inquire In your letter OF May 1,
one Of the leading department
res In Blankville, ". Y.
Inc commercial standing of the
Doth with the banks and in the
Eie Is very high. The firm does a
e volume of business; and, al
ugh 1t does not prepare a state