9/12/2021

PPT

Module 7

Positive Emphasis

McGraw-Hill/Irwin ©2007, The McGraw-Hill Companies, All Rights Reserved.

7-1

Positive Emphasis

To learn how to

 Continue building goodwill.
 Emphasize the positive.
 Use positive emphasis ethically.
 Begin to choose an appropriate
tone.

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7-2

Positive Emphasis

Start by answering these questions:

 How do I create positive emphasis?
 What’s the best way to apologize?
 Why do I need to think about tone,
politeness, and power?

7-3

Some Negatives Are Necessary

To build credibility

when giving bad
news.

To help people to

take a problem
seriously.

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7-4

Some Negatives Are Necessary

continued

To deliver a rebuke with

no alternative.

To create a “reverse

psychology” to make
people look favorably at
your product or service.

7-5

To Create Positive Emphasis

Avoid negative
words.
Focus on what the
reader can do.
Justify a negative—
give a reason or link
it to a reader
benefit.

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7-6

To Create Positive Emphasis

continued

Omit unimportant
negatives.

Put the negative in

the middle and
present it
compactly.

7-7

Some Common Negative Words

Afraid Fail Problem

Bad Fault Reject
Careless Loss Sorry
Delay Misfortune Terrible
Delinquent Mistake Trivial
Deny Neglect Wrong
Difficulty Never Unfair
Error No Unfortunate

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7-8

Positive Emphasis Examples

Lacking: We have failed to take

inventory.
Better: We will be finished taking
inventory Friday.
Lacking: This exercycle is not
guaranteed for life.
Better: This exercycle is guaranteed for
10 years.

7-9

Positive Emphasis Examples

continued

Lacking: Now Crispy Crunch tastes

better.
Better: Now Crispy Crunch tastes even
better.
Lacking: If you are not satisfied with
Interstate Fidelity Insurance, you do not
have to renew your policy.
Better: Omit the sentence.

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7-10

Tone and Politeness

Both are issues of power.

Tone is the implied attitude of the

writer toward the reader.

Don’t use the same tone with a

superior as with a peer or
subordinate.

7-11

To Achieve Good Tone

Use courtesy titles for people

outside the organization you don’t
know very well.
Be aware of the power
implications of words.
When you must give bad news,
consider hedging your statement.

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7-12

Apologizing

If you must, apologize

 Early.
 Briefly.
 Sincerely.
Be aware that apologies have
legal implications.