Chapter 5

Writing for a
Positive Effect

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 Beginning Thoughts
Dear Mr. Morley
Your December 3rd complain was received and contents noted.
After reviewing it, I regret to report that I must refuse your
claim. If you will read the warranty brochure, you will see that
the shelf you bought is designed for light loads-a maximum of
800 pounds. You should have bought the heavy-duty product.
I regret the damage this mistake caused you and trust that you will
see our position.

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 Beginning Thoughts

• In this message you detect a tone that is not pleasant.

• The words are impolite.
• Instead of showing concern for the reader, they are blunt,
tactless, and unfriendly.
• Overall, they leave a bad impression in the reader’s mind
--- the impression of a writer, and a business,
unconcerned about the needs for good human relations.

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 The Power of Positive Effect
• Written communication within a business
primarily requires clarity in supplying
information.
• However, good communication does not just
stop there.
• You also want to gain and later maintain a
favorable image and relationship.
• For example- current and perspective clients
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 The Power of Positive Effect

• The right communication effect can help build

GOODWILL.
• Goodwill improves stakeholder relationships.
• It makes doing dealings with people friendly,
courteous and enjoyable.
• It is a major and expected part of good
business etiquette.

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 How to Achieve this Effect?

1. Conversational style writing

2. Writing from a YOU-viewpoint
3. Accentuate Positive Language
4. Courtesy

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 Use a Conversational Style

• By conversational language we mean the

language that resembles a conversation.
• Instead of writing in formal, stiff and often
unused words it is encouraged to use
conversational and everyday-use words.
• Is warm, natural and personable.
• A language that readers like and understand
easily.
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 Resist the Tendency to be Formal

• Writing in conversational language is not

easy, we tend to be stiff and formal.
• We seek the big word, the difficult word. The
result is cold and an unnatural style
• One that doesn’t produce the goodwill effect
you want your messages to have.

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 Resist the Tendency to be Formal

Stiff and Dull Conversational

Enclosed herewith is the Enclosed is the brochure you
brochure about which you requested.
inquired.

I shall be most pleased to avail I shall gladly follow your

myself of your kind suggestion suggestion if prices fall.
when and if prices decline.

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 Cut Out ‘Rubber Stamps’

• Also called Clichés

• Whenever a certain situation occurs we use it
without much thought.
• Likely to not impress readers.
• Gives the feel that the writer has no special
concern for them and giving readers the
routine treatment.

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 Cut Out ‘Rubber Stamps’

These phrases, while once quite appropriate,

have become stale with overuse.
• A blessing in disguise
• Last but not the least
• Back against the wall

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 Cut Out ‘Rubber Stamps’

• Expressions from the old language of business

are rubber stamps.
1. I humbly request you to ….
2. I beg to state that…
• Avoid using these rubber stamps by writing in
your conversational vocabulary.

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 You-Viewpoint

• Emphasizes on you/your (reader) as opposed

to we/our (writer).
• Makes the reader the center of attention.
• Focuses on reader’s needs and concerns.
• Emphasizes reader benefits.

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 Examples of You-Viewpoint
We: I am happy to report…...
You: You will be happy to know….

We: We make Kodak digital cameras in three levels:

beginner, intermediate, and professional.
You: Kodak makes cameras for you in three models:
beginner, intermediate, and professional.

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 Accentuate the Positive

• A single message can be said in many ways.

• The effect of the message will depend on word
choices.
• Positive words are usually best for message goals,
especially where persuasion and goodwill is needed.
• Negative words stir up resistance and hurt goodwill.
• So beware of strongly negative words (mistake,
problems), words that deny (no, do not), and ugly
words (itch, guts).

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 Accentuate the Positive
Negative Positive
1. We cannot deliver until 1. We can deliver the
Friday. goods on Friday.

2. Smoking is not permitted 2. Smoking is permitted in

anywhere except in the the lobby only.
lobby.

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 Courtesy

Courtesy involves the preceding goodwill techniques,

and also some other techniques discussed below.

1. Singling out your reader: Write directly for the one

reader, do not generalize.
Ex- If we can be of further assistance, please let us know.
Better- Let us know, if you need any further help, Mr.
Trump.

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 Courtesy

2. Refrain from preaching: The effect of courtesy is

helped by not preaching (lecturing).Usually
preaching is not intended. It often results from
efforts to persuade.
Ex- You must take advantage of savings like this if you are
to be successful. The pennies you save pile up. In
time you will have dollars.
Better- Taking advantage of savings might help in saving
pennies and ultimately dollars.

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 Courtesy

3. Doing more than is expected: Do a little more than

what is required. Goes a long way in building goodwill.
Ex: At the end of question paper, some teachers write
“Good luck!” 

4. Avoiding anger: It destroys goodwill. Avoid it by any

means.
Ex: If you had read Section IV of your policy, you would
have known that you are not covered on accidents
that occur on water.

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 Courtesy

5. Be Sincere: Exaggerated statements are obviously

insincere. Superlatives (greatest, finest, strongest,
etc.) often suggest exaggeration as well.

Ex: Never has there been, nor will there be, a fan as
smooth running and whispering quiet as the North
Wind.

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