TEXT K 　 First read the question. 59. What is the cornerstone of writing according to the writer? A. conciseness B. clarity C. coherence D. continuity 60. Whats the main difference between persuasive writing and information writing? A. The writer of persuasive writing has to persuade readers as well as impart information. B. Concerned with affecting readers view, persuasive writing calls for special planning. C. The interest of the readers must be stimulated in persuasive writing. D. Readers are easy to follow the flow of persuasive writing. Now go through Text K quickly to answer question 59 and 60. 　 Some principles for business writing 　 Attitude: The writers point of view. The writer always has a point of view and it should be reflected in information writing. It may affect the readers point of view, but that is not the purpose. Here, the writers point of view provides clarity to the communication. Furthermore, it offers a personal approach to the communication —— naturalness. Courtesy and tact are also a part of the writers point of view. Sincerity reflects a quality that is very important for developing the readers opinion of the writers credibility. 　 Clarity: The cornerstone of writing. Clarity is reflected in the writers knowledge of the subject. Placing the information in simple, short sentences for efficient comprehension is vital. Selecting words for specific meaning and eliminating ambiguity are essential. The vocabulary must be familiar to the reader, taking into consideration the readers background and experience with the subject of the communication. 　 Clarity is also reflected in the organizational ability of the writer. If the writer creates a workable organization, the reader will be able to grasp the communication quickly and accurately. 　 Conciseness: Respecting the readers time. Unnecessary detail is the constant plague of written business communications. The details are too many and, quite often, unnecessary. Much valuable time is wasted for readers by writers who are careless about brevity. Repetition has a place in writing, and it belongs in the summary of written communications. Often writes repeat the same ideas from paragraph to paragraph. 　 Coherence: The writers organizational flow. All ideas should have some order. When order is established, the reader immediately begins to comprehend. If ideas are structured in time-order sequence, ascending or descending pattern, in a cause-and-effect, or in problem-and-solution structure, the essence of the message flows. It is easy to follow the relationship of multiple ideas in a simple communication. 　 Some guidelines for persuasive writing 　 Sometimes writing is a way of negotiation. You need take a position and give enough evidence to persuade your clients to accept your point of view, and take action. 　 Writing persuasively is challenging for the business professional. Whether it is to be a memo, a formal letter, a report, or a elaborate contract, the writer must take time to analyze the intended readers. A clear understanding of writing to communication is necessary in order to recognize the difference with influencing the readers point of view. This could range from stimulating the reader to make a change in attitude, to coercing the reader to accept an issue. It takes more strategic planning for the writer to create a persuasive argument on paper. 　 Stimulating interest: Starting on the right foot. The opening paragraph in written persuasion must get things off on the right foot. The interest of the reader must be stimulated by the introduction. It the writer has some notion of the readers attitude on the subject, it is much easier to stimulate interest. The conclusion, which normally comes at the end of a written communication, should appear right in the opening. By starting off with the conclusion, the reader will know immediately where the writer is aiming. This will eliminate any hidden fears, confusions, or possible misinterpretation on the part of the reader. This immediately places emphasis on clarity at the very beginning of the communication. 　 Continuity: Establishing organizational flow. As in information writing, persuasive writing must have an organizational flow. By taking the topic and structure it into a sequence, the writer will be sure that the reader is able to follow the flow. 　 Order of important is an excellent way to structure the ideas in a persuasive communication. By starting with the most important idea and moving to the least important, the writer is setting up priorities and emphasis. In this manner, it is very easy for the reader to understand the rationale for the writer. 　 Cause and effect is another pattern of organization easy for the reader to follow and be influenced by. The writer can carefully establish all of the causes and then, one by one, describe each effect. This makes it very easy to show the relationship between cause and effect. It is the established relationship between the two that appears logical to the reader and that creates the positive attitude necessary for persuasion. 　 Problem and solution as an organizational pattern works very much like cause and effect, in that the relationship between the two is important. The solution, if it does eliminate the problem, in a practical, workable, or desirable manner, will gain strong acceptance from the reader. 　 Chronological, topical, and spatial patterns of organization can all be used in persuasive writing, these depend on the relationship of the subject to the reader. Need/satisfaction is another common structural pattern, and it works well in persuasive writing, in this pattern, the writer establishes a need for the reader, and once this has been clearly explained, an idea is presented that will satisfy that need. Once the need is met, the writer can then set up some plan of action that will explain how this satisfaction will take place and offer benefits to the reader. 　 Credibility: A must for the writer and the content. As the writer presents conclusions, their justification must be established. This justification is accomplished by presenting good evidence in an organized structure that will support the conclusions.

　　59. What is the cornerstone of writing according to the writer?

　　A) conciseness

　　B) clarity

　　C) coherence

　　D) continuity

　　60. What's the main difference between persuasive writing and information writing?

　　A) The writer of persuasive writing has to persuade readers as well as impart information.

　　B) Concerned with affecting readers' view, persuasive writing calls for special planning.

　　C) The interest of the readers must be stimulated in persuasive writing.

　　D) Readers are easy to follow the flow of persuasive writing.