WRITING FOR A

POSITIVE EFFECT

Lecture 4
BUS 251 UHM
 THE IMPORTANCE OF A POSITIVE
EFFECT
• The “people” content of messages needs as much attention as the
informational content.
• If human relations dimension is neglected in a message, it can result
in –
1. Losing customers
2. Alienating co-workers
3. Losing the support of superiors
 THE IMPORTANCE OF A POSITIVE
EFFECT
• Writing in a positive manner will help build goodwill.
• Conversational language is one technique that helps build goodwill.
• Conversational language – warm, natural, and personable, not always
colloquial.
• It is also most easily understood.
CHOOSING THE RIGHT LEVEL OF
FORMALITY

• Choose a formal style when

1. Communicating with someone you don’t know. FIRST
IMPRESSION
2. Communicating with someone at a higher level than you.
REPUTATION
3. Writing a ceremonial message, such as a commendation or
inspirational announcement.
4. Writing an extremely serious message, such as crisis response or
official reprimand.
CHOOSING THE RIGHT LEVEL OF
FORMALITY
• Adjust your level of formality if speaking to co-workers.
• Use of emoticons and initialisms.
• Examples of substituting to a less formal tone-
1. Ensure (more formal), make sure (less formal)
2. Confirm (more formal), double check (less formal)
3. We will (more formal), we’ll (less formal)
4. Studied, investigated (more formal), looked into (less formal)
5. Let me know (more formal), keep me posted (less formal)
CHOOSING THE RIGHT LEVEL OF FORMALITY –
Exercise 1

• Stiff and dull –

Enclosed please find the brochure about which you inquired.

In reply to your July 11 letter, please be advised that your

adherence to the following instructions will facilitate the
processing of your return.
CHOOSING THE RIGHT LEVEL OF
FORMALITY

• Conversational –
Enclosed is the brochure you requested.

Here are the procedures for returning your purchase and

obtaining a refund.
USING THE YOU-VIEWPOINT
• You-viewpoint is an attitude of mind that places the reader at the
center of the message. It involves –
• Being friendly
• Treating people the way you like to be treated
• Skillfully managing people’s response
• Using carefully chosen words in a carefully designed order
USING THE YOU-VIEWPOINT –
Exercise 2

• We-Viewpoint-
We have been quite tolerant of your past-due account and
must now demand payment.

We are happy to have your order for HP products, which

we are sending today by UPS.
USING THE YOU-VIEWPOINT

• You-Viewpoint-
If you continue to enjoy the benefits of credit buying, you
must clear your account now.

Your HP printers were shipped by UPS today and should

reach you by noon tomorrow.
ACCENTUATING THE POSITIVE

• Use positive words.

• Focus on what you can do. Example-
Negative
We cannot deliver until Friday.
Smoking is not permitted anywhere except lobby.
Positive
We can deliver the goods on Friday.
Smoking is permitted in the lobby only.
BEING COURTEOUS
• Treating your business counterparts with respect and
consideration.
• Courtesy produces friendly relations in people and it is
better for problem solving in business.
• Use of ‘please’, ‘thank you’ and ‘we are sorry’.
AVOID BLAMING THE READER

• Making mistakes is an inevitable part of business.

• But it is not professional to blame the reader when resolving an
issue.
• Objectively explain the facts and then move on to a solution.
AVOID BLAMING THE READER –
Exercise 3

• Blaming Language –
You failed to indicate which fabric you wanted on the chair
you ordered.

If you had read the instructions that came with your

cookware, you would have known not to submerge it in
water.
AVOID BLAMING THE READER

• Positive Language –
To complete your order, please check your choice of
fabric on the enclosed card.

The instructions explain why the cookware should not be

submerged in water.
REFRAIN FROM PREACHING

• To be courteous avoid lecturing the reader.

• Treat the reader as an equal.
• Avoid taking the tone of talking down to the reader.
• Avoid statements that are obvious.
• Avoid telling the reader how to react.
DO MORE THAN IS EXPECTED

• Gain goodwill by doing a little more than you have to for

your reader.
• The reader will appreciate the extra effort.
• The goal is to communicate and build positive relations
by going the extra mile for your readers.
BE SINCERE
• Part of being courteous is to be sincere.
• The reader has to believe you in order for your messages
to be effective.
• The reader must be convinced that your courtesy and
friendliness are genuine.
MANAGING EMPHASIS FOR POSITIVE EFFECT

• 3 useful ways to manage emphasis for a positive effect

are –
1. Emphasis by position
2. Sentence structure
3. Space