To compose an effective written or oral message, one must apply to certain principles. These principles provide guidelines for choice of content and style of presentation. When these principles are inculcated into the components of communication process, the desired feedback is received. Since all these principles are words starting with the alphabet ‘C’ the principles are generally known as ‘The Seven C’s’:
• Correctness
• Conciseness
• Clarity
• Completeness
• Concreteness
• Consideration
• Courtesy
1. Correctness:-
To be correct in communication the following principles should be borne in mind.
a. Using the correct level of language
b. Including only facts words and figures
c. Maintaining acceptable writing mechanics
d. Applying the following qualities
e. There should be proper grammar punctuation spelling and paragraphing
2. Conciseness:-
Business executives are busy. They don’t have time to go through unnecessarily lengthy messages. The writer is also a loser if he writes wordy messages because it involves more time and money to type and read. Conciseness makes the message more understandable and comprehensible
a. Eliminating wordy Expressions.
b. Including only relevant material.
c. Avoiding unnecessary Repetition.
3. Clarity:-
Clarity demands that the business message should be correct concise complete concrete and with consideration
a. Using the right level of language
b. Proper punctuation make the writing clear
c. Checking Accuracy of fact figure & Words
4. Completeness:-
The message should be complete to bring desirable results. It should include everything the reader needs for the reaction the sender desires. One must know what information our reader wants or needs and he should be able to know the reader’s background viewpoint needs attitudes and emotions.
a. Providing all necessary information.
b. Answering all questions asked.
c. Giving something Extra, when Desirable.
5. Concreteness:-
The business writing should be specific definite unambiguous and vivid rather than vague and general The following guidelines lead to concreteness.
a. Using specific facts and figures
b. Putting action in your verb
c. Choosing vivid image building words.
6. Consideration:-
Consideration refers the attitude sympathy, the human touch and understanding of human nature. Consideration means the message with the receiver in mind. Sender should try to visualize his readers their desired problems, emotions, circumstances and possible reaction to his request.
a. Focusing on ‘You’ instead of ‘I’ and ‘We’
b. Showing reader benefit or interest in reader
c. Emphasizing positive, pleasant facts
7. Courtesy:-
Courtesy is more important and advantageous in business writing than it is in face to face communication or conversation. Courteous message strengthen present relations and make new friends. It is a goodwill building.
a. Answering mail promptly
b. Being sincere, tactful, thoughtful and appreciative
c. Using expressions that shows respect

Conclusion:
If the above principles, along with the components of communication process, are kept in mind while composing a message, the message is bound to get the desired feedback. Thus, a successful Communicator always keeps the Seven C’s in mind.