Building Goodwill

Goodwill
You-Attitude
Positive Emphasis
Tone, Power, and Politeness
Bias-Free Language
Goodwill
 Build goodwill
through
 You-attitude
 Positive emphasis
 Bias-free
language

3-2
You-Attitude
 Looks at things from audience’s
viewpoint
 Emphasizes what audience wants to
know
 Respects audience’s intelligence
 Protects audience’s ego

3-3
Five Ways to Create You-Attitude
1. Talk about audience, not yourself.
2. Refer to audience’s request or order.
3. Don’t talk about feelings.
4. In positive situations, use you more
often than I. Use we when it includes
the audience.
5. In negative situations, avoid you.

3-4
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

Yourself

3-5
Talk About Audience: Examples
 Lacks you-attitude
 I negotiated an agreement with Apex
Rent-a-Car that gives you a discount.
 We shipped your May 21 order today.
 Contains you-attitude
 You now get a 20% discount when you
rent a car from Apex.
 The three coin sets you ordered will ship
today and should reach you by June 6.

3-6
Refer to Audience’s Request or
Order Specifically
 Make specific
references, not generic

 Name content of order

for person or small
business
 Cite purchase order
numbers for customers
that order often
3-7
Refer to Audience’s Request or
Order Specifically: Examples
 Lacks you-attitude
 We shipped your order today.
 Contains you-attitude
 The 500 red and gray sweatshirts you
ordered were shipped today and will reach
you early next week.
 Your P.O. 7823-N shipped on 11/04 and
will arrive within five business days.

3-8
Don’t Talk About Feelings
 Don’t talk about audience’s
feelings
 Don’t predict audience’s
response
 Only express feelings to
 Offer sympathy
 Congratulate

3-9
Don’t Talk About Feelings:
Examples
 Lacks you-attitude
 We are happy to give you a credit line of
$2,000.
 You will be happy to learn that your
reimbursement request has been approved.
 Contains you-attitude
 You now have a $2,000 credit line with VISA.
 Your reimbursement request has been
approved.
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In Positive Situations, Use You
More Often Than I. Use We If It
Includes the Audience
 Use you in positive situations
 Avoid I in printed text
 Avoid we if it excludes the audience

YOU
3-11
In Positive Situations, Use You
More Often Than I. Use We If It
Includes the Audience: Examples
 Lacks you-attitude
 We provide exercise equipment to all
employees.
 I will schedule a due date that works best for
my schedule.
 Contains you-attitude
 You have access to the latest exercise
equipment as a full-time employee of RAC Inc.
 We will schedule the due date after we meet.

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Avoid You in Negative Situations
 Protect audience’s ego
 Avoid assigning blame
 Use passive verbs
 Use impersonal style
 Talk about things, not people

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Avoid You in Negative Situations:
Examples
 Lacks you-attitude
 You failed to sign your flexible
spending account form.
 You made no allowance for inflation
in your estimate.
 Contains you-attitude passiv
e
 Your flexible spending account form
was not signed.
 The estimate makes no allowance
so nal
for inflation. imper
3-14
You-Attitude Beyond Sentence Level
 Be complete
 Anticipate and answer questions
 Show why info is important
 Show how the subject affects audience
 Put most important info first
 Arrange info to meet audience’s needs
 Use headings and lists

3-15
Positive Emphasis
 Way of looking at situations
 Focuses on the positive
 Create positive emphasis through
 Words
 Information
 Organization
 Layout

Half full or half empty?

3-16
Five Ways to Create Positive
Emphasis
1. Avoid negative words
2. Beware of hidden negatives
3. Focus on what audience can do, not
limitations
4. Justify negative information by giving
reason or linking to audience benefit
5. Put negative information in the middle
and present it compactly
3-17
Avoid Negative Words: Examples
 Contains Negatives
 Never fail to return library books on time.
 Because you failed to pay your bill, your
account is delinquent.
 Omits Negatives (Better)
 Always return library books on time.
 The account is past due.

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Beware of hidden negatives:
Examples
 Contains Negatives
 I hope this is the information you wanted.
 Please be patient as we switch to the automated
system.
 Omits Negatives (Better)
 Enclosed is a brochure about joining the MI
Retiree Association.
 You’ll be able to get information instantly about
any house on the market once the automated
system is in place. If you have questions during
the transition, please call Sheryl Brown.
3-19
Focus on What the Audience Can
Do: Example
 Negative
 You will not get your refund check until
you submit your official grade report at
the end of the semester.
 Better
 To receive your refund check, submit
your official grade report at the end of
the semester.

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Justify Negative Information by
Giving Reason or Linking to Audience
Benefit: Example
 Negative
 You cannot take vacation days without
prior approval from your supervisor.
 Better
 To ensure that everyone’s duties will be
covered, submit your first and second
choices of vacation time to your
supervisor by May 30.

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Put the Negative in the Middle and
Present it Compactly
 Put in middle of message
and paragraph
 Don’t put at bottom of
iv e
gat

page 1
Ne

 Don’t list with bulleted or

numbered lists
 Make it short as you can
 Give it only once
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Tone, Power, and Politeness
 Tone – implied attitude of the
communicator toward the audience
 Good tone
 Businesslike, not stiff
 Friendly, not phony
 Confident, not arrogant
 Polite, not groveling

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Levels of Politeness: Examples
 Highest: Would you be able to
complete your report by Friday?
 High: Progress reports should be
turned in by Friday.
 Mid: Please turn in your progress
report by Friday.
 Low: Turn in your progress report by
Friday.
3-24
Bias-Free Language
 Words that do not discriminate on
basis of
 Sex
 Age
 Ethnicity
 Race
 Physical condition
 Religion

3-25
Making Language Nonsexist
 Treat both sexes neutrally
 Businessman = Business
person
 Woman doctor = Doctor
 Manning = Staffing
 Don’t assume everyone is
heterosexual or married

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Making Language Nonsexist,
continued…
 Avoid sexist job
titles
 Actress
 Repairman
 Chairman
 Salesman
 Foreman
 Waitress

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 Making Language Nonsexist,
continued…
 Use Ms. as courtesy title for
women
 Use professional title instead (if
any)
 Use Miss or Mrs. if audience
prefers it
 Determine proper courtesy
title for letter address and
salutation
 Omit sexist generic pronouns
3-28
Making Language Nonracist and
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.

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Talking about People with Disabilities
& Diseases
 People-first language —
Name person first; 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)

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Choosing Bias-Free Photos/Illustrations
 Check visuals for possible bias
 Do they show people of both sexes and
all races?
 Is there a sprinkling of various kinds of
people?
 It is OK to have individual pictures that
have just one sex or one race?
 Check relationships and authority
figures as well as numbers.
3-31