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Chapter 3 Building Goodwill


©2009 The McGraw-Hill Companies, All Rights Reserved


All Rights Reserved 3-2 .Goodwill  Build goodwill through  You-attitude  Positive emphasis  Bias-free language McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies.

You-Attitude  Looks at things from audience’s viewpoint  Emphasizes what audience wants to know  Respects audience’s intelligence  Protects audience’s ego McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies. All Rights Reserved 3-3 .

3. All Rights Reserved 3-4 .Five Ways to Create You-Attitude 1. avoid you. 2. Talk about audience. Don’t talk about feelings. McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies. 5. 4. In negative situations. In positive situations. not yourself. Use we when it includes the audience. Refer to reader’s request or order. use you more often than I.

Contains you-attitude Your Web site redesign is now online. All Rights Reserved 3-5 Yourself McGraw-Hill/Irwin .Talk About Audience. Not Yourself  Tell how message affects the audience  Don’t mention communicator’s work or generosity  Stress what audience wants to know Lacks you-attitude We designed a new Web site for you. ©2009 The McGraw-Hill Companies.

All Rights Reserved McGraw-Hill/Irwin 3-6 . Contains you-attitude Your order for 235 bicycle tires will arrive on Sept. ©2009 The McGraw-Hill Companies. not generic  Name content of order for person or small business  Cite purchase order numbers for customers that order often Lacks you-attitude We shipped your order. 23.Refer to Reader’s Request or Order  Make specific references.

Don’t Talk About Feelings  Express your feelings to  Offer sympathy to audience  Congratulate audience  Don’t talk about audience’s feelings  Don’t predict audience’s response  Give audience good news Lacks you-attitude We are excited to have you as a customer. Contains you-attitude Your new membership guarantees the lowest prices ©2009 The McGraw-Hill Companies. McGraw-Hill/Irwin 3-7 . All Rights Reserved possible.

In Positive Situations. Contains you-attitude Your raise will be effective Jan. 1. Use We If It Includes the Audience  Use you in positive situations  Avoid I in printed text  Avoid we if it excludes the audience Lacks you-attitude We are now giving you a raise. All Rights Reserved 3-8 . Use You More Often Than I. McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies.

Contains you-attitude The timecard was not punched on time today.Avoid You in Negative Situations  Protect audience’s ego  Avoid assigning blame  Use passive verbs  Use impersonal style  Talk about things. All Rights Reserved 3-9 . not people Lacks you-attitude You were late this morning. McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies.

Positive Emphasis  Way of looking at situations  Communication focuses on the positive  Create positive emphasis through     Words Information Organization Layout Half full or half empty? McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies. All Rights Reserved 3-10 .

Five Ways to Create Positive Emphasis 1. Omit unimportant negatives 5. not limitations 3. Focus on what audience can do. All Rights Reserved 3-11 . Avoid negative words 2. Justify negative information by giving reason or linking to audience benefit 4. Put negative information in the middle and present it compactly McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies.

not stiff Friendly. & Politeness  Tone – implied attitude of the communicator toward the audience  Good tone     Businesslike.Tone. not arrogant Polite. not phony Confident. not groveling McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies. Power. All Rights Reserved 3-12 .

All Rights Reserved 3-13 .Reducing Bias  Bias-free language – words that do not discriminate on basis of     Sex Age Race Physical condition McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies.

All Rights Reserved 3-14 .Making Language Nonsexist  Treat both sexes neutrally  Businessman = Business person  Woman doctor = Doctor  Manning = Staffing  Don’t assume everyone is heterosexual or married McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies.

Making Language Nonsexist. if audience prefers it  Determine proper courtesy title for letter address and salutation  Omit sexist generic pronouns McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies. continued…  Use Ms. as courtesy title for women  Use professional title instead (if any)  Use Miss or Mrs. All Rights Reserved 3-15 .

All Rights Reserved 3-16 .Making Language Nonracist & Nonagist  Give age or race only if relevant  Refer to a group by term it prefers  Don’t suggest competence is rare:  She is an asset to her race.  He is an active 83-year-old. McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies.

All Rights Reserved 3-17 . add disability or disease if relevant  Don’t imply that disability or disease defines person  Don’t use negative terms. unless audience prefers them (deaf vs. hard of hearing) McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies.Talking about People with Disabilities & Diseases  People-first language — Name person first.