Writing for Effect

Issue: Four
Writing for Creating Effect

 The first concern is to maintain clarity in writing –

especially for internal communication.
 The written communication involving the external
people should focus both on clarity and goodwill
effect.
 Goodwill effect contribute to the development of
the favorable image of the company.
 Goodwill effect is applicable for all message types.
Conversational Style

Using conversational style helps provide

goodwill effect.
Stiff and Dull
 Enclosed herewith is the brochure about which you
make enquiry.
 I shall be most pleased to avail myself of your kind
suggestion when and if prices decline.

Conversational
 Enclosed is the brochure you asked about.
 I will gladly follow your suggestion if the price falls.
Cutting Out “Rubber Stamps”

Rubber stamps are expressions used every time a

certain type of situation occurs.

Common Examples:
 As good as gold
 To add insult to injury

Other Examples:
 In accordance with your instructions…
 Thank you in advance for…
You-Viewpoint

“You-Viewpoint” is a technique for creating

goodwill message that focuses on the reader’s
interests and concerns.

You-Viewpoint can be applied in case of:

 Presenting good news
 Approving a request of some party (i.e.
customer)
 Developing advertising messages
 Presenting bad news
Examples: You-Viewpoint
Examples: You-Viewpoint
Examples: You-Viewpoint

We-Viewpoint
 We sell this cutlery set for the low price of Taka
250 each and suggest a retail price of Taka 310.
 We require that you sign the sales slip before we
will charge your account.

You-Viewpoint
 You can reap a Taka 60 profit on each cutlery set
you sell at Taka 310.
 For your protection, you are charged only after
you have signed the sales slip.
Effects of Words

 Positive words are appropriate for achieving

message goals.
 Positive words create goodwill atmosphere that a
sender usually seeks.
 Negative words create reader’s resistance as
these go against reader’s intention and/or will.
 Strongly negative words such as mistake,
problem, refuse; etc create unpleasant effects.
Examples: Word Choice

Negative
 We regret to inform you that we must deny your
request for credit
 Smoking is not permitted anywhere except in
the lobby

Positive
 For the time being, we can serve you on a cash
basis only
 Smoking is permitted in the lobby only.
Courtesy

“Courtesy” is a technique that is used to build and

maintain goodwill. In this case, a sender treats
people with respect and friendly human concern.

The techniques can be applied:

 Focusing or customizing your message for
specific reader.
 Refraining from preaching (i.e. you must, you
should)
 Doing more than is expected
Courtesy (Continued)

 Avoiding anger.
Examples:
 I can not understand your negligence.
 We will not tolerate this condition.
 We have no intention of permitting this condition
to continue.

 Being Sincere.
Risks involved:
• Over-doing goodwill techniques
• Exaggerating the positives.
Example

Overdoing Goodwill Techniques

 I was delighted today to see your name listed
among Macy’s new charge customers.
[From Company president to a new customer]

 If you help these children, Ms. Collins, you will

become a heroine in their eyes.
Courtesy (Continued)

 Avoid preaching.
Examples:
 You must take advantage of savings like this if
you are to be successful.
 You should use this product according to the
guidelines as in indicated in the manual.
Courtesy (Continued)

 Doing more than expected.

• Providing explanation to a request which has been
denied.
• Providing a answer that justifies a decision
whether it be positive, or negative.
• Offering possible alternative course of actions.
• Providing suggestions about using the product.
• Congratulating, or wishing good luck.
Role of Emphasis

Four techniques of emphasis:

 Emphasis by Position – The starting and ending
part of a writing unit carry more emphasis than
the center.
 Space and Emphasis – The more is said about
something, the more emphasis is given to it.
 Sentence structure and Emphasis – Place more
important information in a short, simple sentence.
 Mechanical means and Emphasis – Using
quotation marks, italics, bold typeface; etc.
Emphasis by Position

Beginning
Beginning and ending
and ending of the
of the paragraph
message
Beginning
and ending
of the
sentence
Emphasis
Coherence

The relationships among the parts of the

message, paragraph, and sentence must be
maintained that build a logical and consistent
structure.

 Arranging information in a logical order by

putting related issues together.
 Using key words.
 Using pronouns to refer back to earlier facts.
 Using transitional expressions (i.e. in contrast).
End of the Issue