Lesson 5

Features in Business English

Be simple and Be concise

Be Positive

• Short, simple and common words.

• Contain no unnecessary word.

• Only use technical terms when in need.

Sarah launched her new advertising campaign. The team presented it to clients. The campaign gained traction, increased brand awareness and sales. As the campaign evolved, Sarah adapted the strategy, carefully considered customer feedback, resulting in even greater success.

As the campaign evolved, Sarah adapted the strategy.

→ The campaign evolved and required new strategy, Sarah adapted.

Sarah launched her new advertising campaign. The team presented it to clients. The campaign gained traction, increased brand awareness and sales. As the campaign evolved, Sarah adapted the strategy, carefully considered customer feedback, resulting in even greater success.

The figure raised dramatically by 50% after 2 years
→ The figure increased dramatically by 50% after 2 years.

I have been lost my wallet

→ I have lost my wallet.

→ My wallet has been lost.

1. Millions of chips are produced every year.

2. The goods are being shipped next week.

3. Interest rates were raised by 1%

4. The new design has been chosen.

5. A press briefing will be given tomorrow.

Passive

1. Intel produces million of chips every year.

2. Our supplier is shipping the goods next week.

3. The government raised interest rates by 1%.

4. They have chosen the new design.

5. Rasa will give a press briefing tomorrow.

Active

Active & Passive

Passive voice

• The actor is unknown or unimportant.

• You want to focus on the receiver of the action more than on the actor.

• We often use the passive to talk about systems, process and procedures.

• You want to do so for sentence variety.

Passive voice

We often use the passive to talk about systems, process and procedures

First of all the finished products are checked for quality, then they are packed and sent out from our warehouse. After dispatch we allow customer to follow the progress of their order on our Internet. Finally, we get a digital image of the signature of the person who receives the goods so that this can be checked later, if necessary.

Parallelism

Parallel is the repetition of the same grammatical form in two or more parts of a sentence.

1. Our company is recruiting people who can think logically, analyse situations quickly and make decisions.

2. The features that favour this model include more durability, better noise reduction and more functions.

1. Our company is recruiting people with decision-making capabilities who can think logically, and they should also have ability to analyse situations quickly.

2. The features that favour this model include more durability, better noise reduction, and there was more functions.

Parallelism

Parallelism in a series/pairs

Use conjunctions such as And, Or, But, While, Whereas to join verbs, nouns, adjectives, phrases and clauses

Example
​The car is fast and reliable.

We can go to the park or the beach.

She wanted to buy a dress but ended up getting a skirt instead.
I was cooking dinner while/whereas she is watching TV.

Parallelism in a series/pairs

Use commas, colons and semi colons to join verbs, nouns, adjectives, phrases and clauses

Parallelism in a series/pairs

1. The company's mission is to create product that it is quality, focuses on its well-designed and affordable .

2. My main duties is addressing client inquiries, to resolve issues, and to ensure their satisfaction with our services

3. She planned to collect data in 2 ways: using an online survey and phone interviews.

Parallelism for outline and heading

Introducing our new sunscreen. It's essential for your skin's health. Our sunscreen provides strong protection against the sun's harmful rays. These rays can cause damage. The formula is approved by experts. It ensures your skin is safe even during water activities. Our lightweight sunscreen is easy to apply. It won't feel heavy on your skin. Discover the advantages of our clear and moisturizing sunscreen. You can comfortably use it before spending time outdoors.

Introducing our new sunscreen, a must-have for your daily skincare routine. Our product offers broad-spectrum protection against both UVA and UVB rays, safeguarding your skin from sun damage. The formula is approved by dermatologists and works even when you're in the water. Our lightweight sunscreen is easy to put on and doesn't feel heavy on your skin. Now, experience the benefits of a clear and moisturizing sunscreen before heading outside.